The Cinderella Project A Tale of Rebuilding Customer Relationships Martin Gross-Albenhausen Chefredakteur „Der Versandhausberater“
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The Cinderella ProjectA Tale of Rebuilding Customer Relationships
Martin Gross-Albenhausen
Chefredakteur „Der Versandhausberater“
Once upon a time...
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Prince Charming, 22,
handsome, unmarried, high
income, looking for spouse,
ABC+, no older than 20,
beautiful. Invitation to great
ballroom reception. RSVP.
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Invitatio ad offerendum
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From Deduction
to Induction
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Deduction:
ABC+, female, 35-50 work best for us
Prospect XYZ is part of that group
Probability of Purchase +++
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Induction:
Customer A rates product X great
Customer B rates product X great
Customer C rates product X great
Therefore we should
a) feature product X
b) look for others who talk about product X
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„If the news is that important,
it will find me!“
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„If the news is that important,
it will find me!“
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Process Re-engineering
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Copy Picturetech. Data
Catalogs ShopMedia
Process Re-engineering
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Copy Picturetech. Data
Process Re-engineering
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Copy Picturetech. Data
GoogleIntermediaries
(Marketplaces
etc.)Communities
Process Re-engineering
• Catalogs and search engines treat
information differently
• A Catalog-Teaser is not a Google-Snippet
• A Hero-Shot not always works for fashion-
blogs
• Each part of the solicitation must convey
the whole message13
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„Open“ data
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Social Media
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CommunityCommunityCommunityCommunityCommunity
Social Media
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Community
Community CommunityCommunity
Community
Social Media
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Purpose-Community
Providence-Community
Practice-Community
Passion-Community
Proximity-Community
Social B2B?
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(c) Rubicon Consulting
Social Media
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(c) Rubicon Consulting
Customer Engagement
Catalogs
Teleshopping
Web 1.0
Personalization,
Collaboration,
Recommendation
Ratings/Reviews,
MassCustomization,
Woot & Co.
Social
Commerce,
Social Media
74 %
16 %
7 %
3 %
Kelly Mooney, The O.P.E.N. Brand
(Micro)blogging
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(Micro)blogging
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(Micro)blogging
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B2B: Twitter
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B2B: Twitter
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B2B: Microblogging
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B2B: Microblogging
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Ratings & Reviews
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Ratings & Reviews
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Ratings & Reviews
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Ratings & Reviews
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Ratings & Reviews
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Ratings & Reviews
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B2B: Ratings & Reviews
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Supply Chain goes
Demand Chain
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Supply Chain goes
Demand Chain
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Supply Chain goes
Demand Chain
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Mail Order 2009
Mail Order 1.0 Mail Order 2.0Copywriter Editor
Mailings Blogs
TV-Spot YouTube
Response-Ad GoogleAd
Sweepstake Auction
Personalization (Mass-)Customization
Free Gift Beta
Special Offer Woot
Club Private-Shopping
Target Group Community
Mail-Order 2009
Mail-Order 1.0 Mail-Order 2.0Lean Back Lean Forward
Hard-Selling Soft-Selling, Sell-a-tainment
Action Reaction Interaction
Direct Marketing, „last click“ Indirect Marketing, „Attribution“
Scoring Social Web
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Web 3.0
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Web 3.0
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Thank you for your attention!
Questions, comments?
Anything else? – Call me!
Tel: +49-228-688 39 48
Fax: +49-228-35 44 72
E-Mail: [email protected]