Direct YouTube Link: http://www.youtube.com/watch?v=peYSjTxnzK0
Direct Vimeo Link: http://www.vimeo.com/12230792

The long tail describes a wider range of products that are more specific getting sold less often, rather than the ‘head’ being more common/generic products being sold more often. A great image create by leftclick can be seen below:

Effectively the dinosaur represents a curve on the graph, where there more generic or common a product, the increase of the results. On the other end the more specific the term, the less results occur. Following the example by leftclick, how would you leverage the long tail in web 2.0?

If you were in the hotel business and you had a resort you could describe yourself as a ‘hotel’ or perhaps even the location your hotel was. This would be a very generic term, and really ‘the head’. If you were more specific, you could use key works such as ‘accommodation’, ‘Queenstown’, ‘backpacker’, ‘wheelchair access’, ‘pets allowed’ and the results would be fairly narrow. Putting this keywords into Google may give you the results of a few million (the head), to a few hundred or less (the tail).

The more specific your key words, the more specific your audience – leveraging the long tail can yield lower costs in advertising while also increasing your conversion rate.

By doing the following you can target advertisements on the long tail in the example above. This also means you will have lower costs (because there is less competition) and have higher conversion rates (because the target audience is looking for services similar to what you offer).

Another great tip is from leftclick is focused pages, targeted at these specialised search terms. What this basically means is, don’t rely on your advertisements bringing in visitors, create pages or content so the search engines results will list the page (in in turn bring them to your site). In the above example creating an online guest book, or encouraging user reviews (even better if they blog about it and link to your site) are a few good ways to create content.

So what if your a site like Amazon? Similar approach works but there is a few more tips which you can use. If you have a large product range, once the visitor is on your site you might want to direct them towards more generic items you have for sale. The products are more popular and as a first time vistior you might be more interested.

Perhaps you’ve become a member of a site like Amazon and bought a few items. Soon you wont to direct your members towards a little more ‘specific’ material. This will have the opposite effect in that existing members who have seen the common/generic stuff can get pushed towards the more specific terms. By doing this you are encouraging existing users to branch out more.

Today I’m taking the steps required to claim your blog on Technorati. I’ve mentioned this place before, but I’ll give you a quick summary:

Technorati is the blogsphere platforms as Google is the directory of the web?… or perhaps…. Technorati = Blogs, Google = Sites.

So here is some yummy food for the Technorati spiders/bots – sg4ji9bahx (and also my code to claim my blog). Thanks guys for putting up with this post.

Also in case you were wondering my rank is now – 1,603,173!

So lets have a look at what Enterprise 1.0 is and compare it with Enterprise 2.0:

Taken from http://www.e2conf.com/about/what-is-enterprise2.0.php

If you compare the two tables you will see the differences between the two. Business can also transition from a Enterprise 1.0 driven organisation to an Enterprise 2.0 driven organisation over time. There are strong benefits in that Enterprise 2.0 allows the knowledge of many accessible to many. Information is no longer constrained to help files, e-mails, books and traditional methods. Most importantly, Enterprise 2.0 is happening now (with or without you).

Professor Andrew McAfee, formally introduced the concept of Enterprise 2.0 in 2007. One of the easiest ways of describing the technology the enables Enterprise 2.0 (without showing or describing the technology itself) is by SLATES (or S.L.A.T.E.S.).

S – Search
L – Links
A – Authorship
T – Tags
E – Extensions
S – Signals

These concepts were quickly identified as an Enterprise 2.0 checklist. This concept has been developed further in recent times (FLATNESSES) but the 6 key concepts are still there. We can identify Enterprise 2.0 technologies using SLATES or more recently FLATNESSES, so lets move on to Enterprise 2.0 platforms.

Chances are that you are using these or have at least seen them. In fact I can guarantee it (your on my Blog – that you can search, view links, read articles I’ve written and allowed you to provide feedback, views tags I’ve used on content, seen extensions like my twitter updates and one of the ways I’ve signalled this is by using RSS feeds).

Wikis

Blogs

Mashups

Online Communities

Social Bookmarking

Social Networking

Differences between Enterprise 1.0 and Enterprise 2.0 – check
Ability to identify technology that uses Enterprise 2.0 – check
Available platforms which helps oraganisations use Enterprise 2.0 technology? – check

So, do we know what Enterprise 2.0 is?

It seems that a few people are interested in organisations and sites that are actively using it. I’ll try gather a few sites together and share some examples in the near future.