May 21,2013

It’s a Social, Mobile, Digital World!Are You Taking Advantage or Letting

Opportunity Pass You By?

Cynthia R. Cohen

@StrategyDiva

Final Thought

Increase your SPEED of Change!

John Said It in 1971!

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Objectives for Today

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1. Convince you that you can’t stand

still even for a moment

2. Present examples of successful

strategies

3. Provoke ideas for action

4. Give you confidence to fail!

Consumer Realities

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Consumer RealitiesUnprecedented Adoption

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Hong Kong 85%Sweden 85%Australia 72%South Korea 66%Japan 62%UK 56%Netherlands 54%USA 54%Saudi Arabia 53%Canada 44%France 41%Malaysia 41%

Source: TomiAhonen Consulting Analysis from Mary Meeker & Informadata

• 50% of Walmart customers

have smartphones

• In US, Hispanic and Black

penetration beat White demo

Smart Phones per Capita

Consumer RealitiesUrgently and Frequently Connected

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#1

Consumer RealitiesUrgently and Frequently Connected

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• Patterns changed

• 68% leave cell phone

next to bed

• Check average 150

times/day

#1

#2

Consumer RealitiesEveryone is Social and Sharing

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• Age 55-64 fastest growing

on Twitter 79%

• Facebook monthly actives

exceed 1.1 billion

• 50% more YouTube hours

watched Mar’13 vs Aug‘12

• Google+ 2nd largest social

network

• Over 2 mill users on

LinkedIn

Boomers

Teens

Everyone

Workers

Consumer RealitiesShop Anytime/Anywhere and Schedule Anything w/Mobile

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• Fewest clicks to buy

influence brand choice

• Mcommerce grew 30%

Q1’13

• Tablets preferred gadget

for shopping

• Online scheduling is the

expected norm

Consumer RealitiesResearch Rules

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• Discover, research, get

coupon, then shop

• 75% of smartphone users

use location based

services

What Smart Brands Know

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What Smart Brands KnowSchedule to Time of Day

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• Mobile is not a tiny website

• Content, offers, and

messages programmed by

time/device

Morning

Night

Noon

What Smart Brands KnowSocial Signals Work

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• Likes, links, mentions,

tweets, retweets,

hashtags expand reach

and organic listing

• Guest contributors are

cost effective

• Multiple touchpoints

are the rule

What Smart Brands KnowGovernance and Vigilance Important

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• Yes, you will be hacked,

deal with it timely!

• Consumers expect social

media response within 24

hours

• Standards established by

specialists

What Smart Brands KnowSEO and SEM Work in Sync

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• Click thru improves

with both PPC and

organic listings

• Best companies use

specialists

What’s Next?

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What’s Next?PC’s Will Be this Decade’s Rotary Telephone

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• Babies born today may

never use a laptop

What’s Next?BtoB Digital Marketing Catches BtoC

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• Platform optimization

What’s Next?International Sales Will Boom, Tcommerce Coming

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• “We talk about Canada and Australia quite a bit here at FiftyOne. Canada is our largest international market”

What’s Next?Stores Will Incorporate Digital

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• Pace slow, starts with

Popups

• Dynamic digital content

wall, handheld sales

and service

What’s Next?Wearable Tech and Robotics

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• Pic and post in a wink

• Protection and service

robots

How You Take AdvantageUniversal Rule Hasn’t Changed-Target!

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What’s Next?Embrace “tions” from Big Data Analytics

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• Commerce curation

• Localization

• Personalization

• Gamification

– Customers

– Employees

How You Take AdvantageFail Fast, Analyze, Take Action

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• Experiment with new

platforms and tactics

• Content is iterative

testing

• Hire statistical talent

How You Take AdvantageBet on Mobile, Follow the Consumer

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May 21,2013

It’s a Social, Mobile, Digital World!Are You Taking Advantage or Letting

Opportunity Pass You By?

Cynthia R. Cohen

@StrategyDiva

Cynthia R. CohenStrategic Mindshare Founder and President, Cynthia Cohen, is a prominent retail strategist. Considered

one of the nation’s leading authorities on consumer trends and strategic marketing, her areas of

expertise include business strategy, market positioning, branding, e-commerce and social media. She is

also known for her research and thought leadership on the buying habits of consumers by generation

and ethnicity.

Cynthia’s clients range from global Fortune 500 companies to fast track start-ups. They are retailers,

consumer product companies, real estate firms, media companies and technology vendors. Client

companies include; Bloomingdales, Sports Authority, NCR, Sensorrmatic, Pepperidge Farm and Godiva

Chocolatier. She is also an advisor to several venture capital and private equity funds that invest in

consumer businesses.

Known as the “Strategy Diva,” Cynthia is a widely sought after speaker and authority on consumer trends

who combines consumer insights and prognostications with realistic market penetrations strategies.

Frequently quoted by the national press, she has appeared on Nightly Business Report, Bloomberg

Radio, CNN and other business news programs. She regularly publishes trends and retail reviews at

www.twitter.com/StrategyDiva.

Cynthia is currently a member of the board of directors of bebe, a women’s apparel retailer, Equity One,

a shopping center REIT and Steiner Leisure, a global spa operator. She is a qualified financial expert for

audit committees and has experience as Lead Director as well as Chairman of Audit, Compensation and

Governance Committees. Recognized as a leader in the area of corporate governance, she has been a

speaker at NACD conferences, KPMG’s Audit Roundtable, The Institute of Internal Auditors annual

conference, the Outstanding Directors Exchange and the Women Corporate Directors annual

conference. Cynthia was recognized as an outstanding director by Directors & Boards magazine in their

Directors to Watch feature.

Her community involvement includes membership on the Executive Advisory Board for the Center for

Retailing Education and Research at the University of Florida and the Advisory Board for the Terry J.

Lundgren Center for Education and Research at the University of Arizona.

A native of Cambridge, Massachusetts, Cynthia initiated her career in retail at an inner city supermarket.

Prior to founding her consulting firm , she was a Partner in Management Consulting at Deloitte.

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Always On Trend Hotline:

646.918.4048

Facebook.com/CynthiaRCohen

Twitter.com/StrategyDiva