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Eve and the Serpent   What went wrong with that transaction ? Pinny Gniwisch   Founder/EVP Marketing ICE.com and Diamond.com
<ul><li>ICE.com was launched in August 1999 by four ordained rabbis </li></ul>  Company Overview
<ul><li>No 1 in traffic in the online jewelry category </li></ul><ul><li>Unique visitors  </li></ul><ul><ul><li>1.3 Millio...
 
 
Presentation Takeaways   <ul><li>The Banana Theory  </li></ul><ul><li>Tobeehive or get stung </li></ul><ul><li>Bottom up v...
What we have learnt over time…  iConsumer  Individual Consumption  Group Production  Group Consumption
Caveman <ul><li>Concept  </li></ul><ul><li>Learn how to cooperate and work together  </li></ul><ul><li>Had to trust each o...
Team Work  Barter  Conversation
The Age of Merchants
Commerce Innovation  Agriculture Team Work  Conversation Barter
The Age of Knowledge
What do think this is?
Education Transparency Mass  Commerce Innovation  Agriculture Team Work  Barter  Conversation
What happened on  December 16 th  1773?
Boston Tea Party
Equality Freedom
Mob
$Gold Rush$
 
 
60’s
 
 
 
What are 40% of people doing while watching TV?   A) Eating popcorn B) Surfing channels C) Watching Sex in the City D) Sle...
What other activities, if any, do you regularly do while watching TV?  Yahoo! Global Market Research Study, 2006. Engaging...
 
?
<ul><li>1 computer per child  </li></ul>
Internet <ul><li>Picture of web </li></ul>
 
 
 
 
Educated  Transparent Innovative Simplicity Experience Human
Truman show   the dawn of the new customer      <ul><li>We woke up and realized we have been marketed to all these years <...
Target strategy Direct hit Mission statement   Call to action Bait and switch Champion Decoy Yield
Banana theory
the new medium     Trend Feelers
 
the new medium     Ultimate Mobility
 
the new medium     Information Basket
The old
the new medium     Critique Power
Stung
Transparency <ul><li>Lonely girl </li></ul><ul><li>Wallmart </li></ul><ul><li>Ipod battery (video) Place in the beehive sl...
Experience
 
E for Experience (not eCommerce)
E for Experience (not eCommerce) borders
 
<ul><li>  </li></ul>
<ul><li>  </li></ul>
Patagonia   <ul><li>transparency #2  </li></ul><ul><li>reviews 2. easy return policy 3. great experience </li></ul><ul><li...
Things I would do for the Customer
 
 
P People
 
nothing personal its business <ul><li>that wont fly </li></ul>
 
the new boss          <ul><li>video of the conductor or pic of him </li></ul>
do our leaders have what it takes     <ul><li>(video of the file landing on the table FBI) </li></ul>CEO President
change the rules    
turn everything upside down     
FAQ = = =
<ul><li>GMOOT </li></ul>
Today’s eve
In Memory of  Randolph Pausch  1960-2008
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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

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  • Transcript of "The New Consumer in the web 2.0 world"

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