The New Consumer in the web 2.0 world

Slide 1: Eve and the Serpent What went wrong with that transaction? Pinny Gniwisch Founder/EVP Marketing ICE.com and Diamond.com

Slide 2: Company Overview ICE.com was launched in August 1999 by four ordained rabbis

Slide 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

Slide 6: Presentation Takeaways • The Banana Theory • Tobeehive or get stung • Bottom up vs. top down

Slide 7: What we have learnt over time… iConsumer Group Consumption Group Production Individual Consumption

Slide 8: NB – Dark Ages Pinny Cave man 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.

Slide 9: Team Work Conversation Barter

Slide 10: The Age of Merchants

Slide 11: Commerce Agriculture Innovation Team Work Conversation Barter

Slide 12: The Age of Knowledge

Slide 13: What do think this is?

Slide 14: Mass Education Transparency Agriculture Innovation Commerce Conversation Team Work Barter

Slide 15: What happened on December 16 1773? th

Slide 16: Boston Tea Party

Slide 17: Equality Freedom

Slide 18: Mob

Slide 19: $Gold Rush$

Slide 22: 60’s

Slide 26: What are 40% of people doing while watching TV? A) Eating popcorn B) Surfing channels C) Watching Sex in the City D) Sleeping

Slide 27: Engaging the Consumer in a Multi-Channel World What other activities, if any, do you regularly do while watching TV? 77% 69% Tot al 18-34 60% 59% 52% 51% 43% 43% 40% 40% 36% 36% 35% 37% Eat Web Phone Read House Sleep Cook Surfing cleaning Yahoo! Global Market Research Study, 2006.

Slide 29: ?

Slide 30: • 1 computer per child

Slide 31: Internet • Picture of web

Slide 36: Human Educated Simplicity Transparent Experience Innovative

Slide 37: Truman show the dawn of the new customer We woke up and realized we have been marketed to all these years

Slide 38: Target Mission Yield statement strategy Direct hit Bait and switch Call to action Champion Decoy

Slide 39: Banana theory

Slide 40: the new medium Trend Feelers

Slide 42: the new medium Ultimate Mobility

Slide 44: the new medium Information Basket

Slide 45: The old

Slide 46: the new medium Critique Power

Slide 47: Stung

Slide 48: Transparency 1 Million pages Over • Lonely girl • Wallmart • Ipod battery (video) Place in the beehive slide

Slide 49: Experience

Slide 51: E for Experience (not eCommerce)

Slide 52: E for Experience (not eCommerce) borders

Slide 56: Patagonia transparency #2 2. reviews 2. easy return policy 3. great experience NB - pinny has video)

Slide 57: Things I would do for the Customer

Slide 60: People

Slide 62: nothing personal its business that wont fly

Slide 64: the new boss video of the conductor or pic of him

Slide 65: do our leaders have what it takes (video of the file landing on the table FBI) CEO President

Slide 66: change the rules

Slide 67: turn everything upside down

Slide 68: = = =

Slide 69: GMOOT

Slide 70: Today’s eve

Slide 71: In Memory of Randolph Pausch 1960-2008