The New Consumer in the web 2.0 world

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This presentation i gave a few days ago at etail on eve and the serpent what went wrong with that transaction

This presentation i gave a few days ago at etail on eve and the serpent what went wrong with that transaction

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Transcript

  • 1. Eve and the Serpent What went wrong with that transaction ? Pinny Gniwisch Founder/EVP Marketing ICE.com and Diamond.com
  • 2.
    • ICE.com was launched in August 1999 by four ordained rabbis
    Company Overview
  • 3.
    • No 1 in traffic in the online jewelry category
    • Unique visitors
      • 1.3 Million
    • No. of registered customers
      • 1.6 Million
    • Acquired Diamond.com in 2006
  • 4.  
  • 5.  
  • 6. Presentation Takeaways
    • The Banana Theory
    • Tobeehive or get stung
    • Bottom up vs. top down
  • 7. What we have learnt over time…  iConsumer Individual Consumption  Group Production  Group Consumption
  • 8. Caveman
    • Concept
    • Learn how to cooperate and work together
    • Had to trust each other
    • Hunter-gatherers
    • Didn’t see the bigger picture, lived in the now, immediate gratification
    • Today’s consumer – overnight shipping, want it now, immediate gratification – order online get it before 9am
    • As a result of the now near-universal human reliance upon agriculture, the few contemporary hunter-gatherer cultures usually live in areas seen as undesirable for agricultural use.
    NB – Dark Ages Pinny Cave man
  • 9. Team Work Barter Conversation
  • 10. The Age of Merchants
  • 11. Commerce Innovation Agriculture Team Work Conversation Barter
  • 12. The Age of Knowledge
  • 13. What do think this is?
  • 14. Education Transparency Mass Commerce Innovation Agriculture Team Work Barter Conversation
  • 15. What happened on December 16 th 1773?
  • 16. Boston Tea Party
  • 17. Equality Freedom
  • 18. Mob
  • 19. $Gold Rush$
  • 20.  
  • 21.  
  • 22. 60’s
  • 23.  
  • 24.  
  • 25.  
  • 26. What are 40% of people doing while watching TV? A) Eating popcorn B) Surfing channels C) Watching Sex in the City D) Sleeping
  • 27. What other activities, if any, do you regularly do while watching TV? Yahoo! Global Market Research Study, 2006. Engaging the Consumer in a Multi-Channel World Eat Web Surfing Phone Read House cleaning Sleep Cook
  • 28.  
  • 29. ?
  • 30.
    • 1 computer per child
  • 31. Internet
    • Picture of web
  • 32.  
  • 33.  
  • 34.  
  • 35.  
  • 36. Educated Transparent Innovative Simplicity Experience Human
  • 37. Truman show   the dawn of the new customer     
    • We woke up and realized we have been marketed to all these years
  • 38. Target strategy Direct hit Mission statement Call to action Bait and switch Champion Decoy Yield
  • 39. Banana theory
  • 40. the new medium     Trend Feelers
  • 41.  
  • 42. the new medium     Ultimate Mobility
  • 43.  
  • 44. the new medium     Information Basket
  • 45. The old
  • 46. the new medium     Critique Power
  • 47. Stung
  • 48. Transparency
    • Lonely girl
    • Wallmart
    • Ipod battery (video) Place in the beehive slide
    Over 1 Million pages
  • 49. Experience
  • 50.  
  • 51. E for Experience (not eCommerce)
  • 52. E for Experience (not eCommerce) borders
  • 53.  
  • 54.
    •  
  • 55.
    •  
  • 56. Patagonia
    • transparency #2
    • reviews 2. easy return policy 3. great experience
    • NB - pinny has video)  
  • 57. Things I would do for the Customer
  • 58.  
  • 59.  
  • 60. P People
  • 61.  
  • 62. nothing personal its business
    • that wont fly
  • 63.  
  • 64. the new boss         
    • video of the conductor or pic of him
  • 65. do our leaders have what it takes    
    • (video of the file landing on the table FBI)
    CEO President
  • 66. change the rules    
  • 67. turn everything upside down     
  • 68. FAQ = = =
  • 69.
    • GMOOT
  • 70. Today’s eve
  • 71. In Memory of Randolph Pausch 1960-2008