We're beyond the tipping point of the importance of social media, mobile is driving exponential sales growth and your best customers live in the digital world. Consumers have radically changed their information acquisition and buying habits. Standing still in this digital world will put you further and further behind your competition and, oh by the way, there are new competitive players stealing your market share as you read this. This presentation will share successful strategies for taking advantage of these new technologies to maintain and increase your market share.

1. May 21,2013
It’s a Social, Mobile, Digital World!
Are You Taking Advantage or Letting
Opportunity Pass You By?
Cynthia R. Cohen
@StrategyDiva

2. Final Thought
Increase your SPEED of Change!

3. John Said It in 1971!
Strategic Mindshare

4. 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!

5. Consumer Realities
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6. Consumer Realities
Unprecedented 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 & Informa
data
• 50% of Walmart customers
have smartphones
• In US, Hispanic and Black
penetration beat White demo
Smart Phones per Capita

7. Consumer Realities
Urgently and Frequently Connected
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#1

8. Consumer Realities
Urgently and Frequently Connected
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• Patterns changed
• 68% leave cell phone
next to bed
• Check average 150
times/day
#1
#2

9. Consumer Realities
Everyone 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

10. Consumer Realities
Shop 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

11. Consumer Realities
Research Rules
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• Discover, research, get
coupon, then shop
• 75% of smartphone users
use location based
services

12. What Smart Brands Know
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13. What Smart Brands Know
Schedule 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

14. What Smart Brands Know
Social 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

15. What Smart Brands Know
Governance 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

16. What Smart Brands Know
SEO and SEM Work in Sync
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• Click thru improves
with both PPC and
organic listings
• Best companies use
specialists

17. What’s Next?
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18. What’s Next?
PC’s Will Be this Decade’s Rotary Telephone
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• Babies born today may
never use a laptop

19. What’s Next?
BtoB Digital Marketing Catches BtoC
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• Platform optimization

20. 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”

21. What’s Next?
Stores Will Incorporate Digital
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• Pace slow, starts with
Popups
• Dynamic digital content
wall, handheld sales
and service

22. What’s Next?
Wearable Tech and Robotics
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• Pic and post in a wink
• Protection and service
robots

23. How You Take Advantage
Universal Rule Hasn’t Changed-Target!
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24. What’s Next?
Embrace “tions” from Big Data Analytics
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• Commerce curation
• Localization
• Personalization
• Gamification
– Customers
– Employees

25. How You Take Advantage
Fail Fast, Analyze, Take Action
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• Experiment with new
platforms and tactics
• Content is iterative
testing
• Hire statistical talent

26. How You Take Advantage
Bet on Mobile, Follow the Consumer
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27. May 21,2013
It’s a Social, Mobile, Digital World!
Are You Taking Advantage or Letting
Opportunity Pass You By?
Cynthia R. Cohen
@StrategyDiva

28. 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