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Purple	
  with	
  white	
  logo	
  

ONLINE + OFFLINE
___________________
= BOTTOM LINE
15 YEARS ONLINE MARKETING

94
MARKETING EDUCATION
MARKETING AS A HOBBY
MARKETING AS A CAREER
ü  Marketing Degree
ü  Marketing Masters *
ü  Marketing Lecturer
ü  Marketing Author
ü  Marketi...
we help our clients grow their business by creating and delivering disruptive
solutions with an integrated strategic focus...
I am here to help your brand in this new and most
important social platform that changes everyday -

our world

I’m passio...
1. RESEARCH 

2. PLAN

4. MEASURE

3. EXECUTE
360° MARKETING

1. RESEARCH

3. EXECUTE

-  Vision & Values
-  Positioning
- Digital Audits
- Competitor & Market Analysis...
1. RESEARCH

The consumer is in control, well informed, well connected and with so much
choice. Consumers expectations are...
SOURCE	
  -­‐	
  COURSERA	
  
To bring inspiration & innovation 
to every athlete in the world
POSTITIONING PROCESS
POSTITIONING STATEMENT
POSTITIONING STATEMENT
Where are you positioned in the marketplace?
What do you want to stand for?
What do you want to say...
WHY USE DIGITAL, SOCIAL 
& MOBILE MARKETING?


AUDIENCE
Your audience is now online all the time
researching products and ...
DIGITAL AUDITS
We provide in-depth analysis
reports of their Digital & Social
Media Marketing performance. This
includes y...
ALLIANZ GAA

We were engaged by Allianz to evaluate their return
on investment on their GAA

sponsorship. 
We analysed mor...
PERFORMANCE REVIEW
RESEARCH - TOOL TIPS
2. PLAN

We create both B2C and B2B
marketing strategies that work. 




We connect our insight and
experience in campaign...
CREATING
PERSONAS
Hard Hat Harry is a builder

looking to bid for part of a huge project,
which could be seven figure sum....
DIGITAL TARGETING
INNOVATIVE SHAVER
COMPANY
INNOVATIVE BUTCHERS
INNOVATIVE SPUD
FARMERS
DIGITAL & SOCIAL MEDIA
STRATEGY WORKSHOP
 
We co-create a digital and social media
strategy with our clients using a
consu...
PLAN - TOP TIPS

	
  

www.basecamp.com	
  
	
  
	
  

www.budcaddell.com	
  
	
  
	
  

	
  

www.coursera.org	
  
	
  
3. EXECUTE

50% of searches on
Google are on Mobile
CYCLING COMMUNITY
FOODIE COMMUNITY
MUMMY COMMUNITY
PAIR MOBILE
TWITTER CAMPAIGN
At connector360, we believe that social connections should not
just be about promoting a bran...
GRIFFITH COLLEGE
YOUTUBE CAMPAIGN
We were engaged to promote a video campaign
generating views utilising a

highly targete...
PAIR MOBILE
FACEBOOK CAMPAIGN
With a small budget and a good idea can
captivate more than 1,400

new

Facebook in one week...
MOBILE APPS
ONLINE &
OFFLINE EVENTS
connector360 recommend both
online & offline events. We can
extend the reach of your offline
event...
INSTAGALLERY
Ireland’s first Instagallery was devised to
celebrate the launch of connector360.
Uniting art, technology & f...
EXECUTE – TOP TOOLS

	
  

www.hootsuite.com	
  
	
  

www.mailchimp.com	
  
	
  

www.shortstackapp.com	
  
	
  

	
  

w...
4. MEASURE
Focus on CPC, CPL & CPA
Create pre-campaign KPIs
Real time monitoring and amends
Measure LVC to calculate Marke...
CUSTOMER LIFECYCLE METRICS
Online Ads, Social Media

Website / stor visits, CPL

Given a Quote
No. of sales / Value of Sal...
MONTHLY REPORTING
MEASURE - TOOL TIPS

	
  

www.google.com/analyBcs	
  
	
  

www.socialbakers.com	
  

	
  

www.Crowdbooster.com	
  
	
  ...
…. we are your connection point
to this new world,
where online + offline = bottom line

	
  
our clients
Purple	
  with	
  white	
  logo	
  

MARKETING
STRATEGY
WORKBOOK
coming soon!
LET’S CONNECT 
FOR COFFEE!

Conor Lynch, CEO
Office +353 1 906 0006
Mobile +353 86 811 8833
Email conor@connector360.net
T...
Online + Offline = Bottom Line | Conor Lynch - Connector360
Online + Offline = Bottom Line | Conor Lynch - Connector360
Online + Offline = Bottom Line | Conor Lynch - Connector360
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Online + Offline = Bottom Line | Conor Lynch - Connector360

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Enterprise Ireland - eMarketing Event - Dublin - Oct 2013

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Transcript of "Online + Offline = Bottom Line | Conor Lynch - Connector360"

  1. 1. Purple  with  white  logo   ONLINE + OFFLINE ___________________ = BOTTOM LINE
  2. 2. 15 YEARS ONLINE MARKETING 94
  3. 3. MARKETING EDUCATION
  4. 4. MARKETING AS A HOBBY
  5. 5. MARKETING AS A CAREER ü  Marketing Degree ü  Marketing Masters * ü  Marketing Lecturer ü  Marketing Author ü  Marketing Award Winner ü  Marketing Award Judge ü  Created 5 brands ü  NDRC LaunchPad ü  Enterprise Ireland HPSU ü  Dublin & London Offices
  6. 6. we help our clients grow their business by creating and delivering disruptive solutions with an integrated strategic focus in an ever changing digital world
  7. 7. I am here to help your brand in this new and most important social platform that changes everyday - our world I’m passionate about creating strong strategic messages for this new world where everything can be transmitted, shared and amplified
  8. 8. 1. RESEARCH 2. PLAN 4. MEASURE 3. EXECUTE
  9. 9. 360° MARKETING 1. RESEARCH 3. EXECUTE -  Vision & Values -  Positioning - Digital Audits - Competitor & Market Analysis - Digital Listening / Monitoring - Campaign Delivery for Online Ads -  Social Media & Community Building -  Digital PR / Events - Websites, Blogs, Apps & Video -  Applications for mobile & Facebook 2. PLAN - Digital, Social & Mobile Strategy - Strategy Workshops -  Campaign Planning - Audience Profiling & Media Planning 4. MEASURE -  -  -  -  Monthly Reporting Lead Generation & Data Capture Customer Lifecycle Targeting Online & Offline Sales
  10. 10. 1. RESEARCH The consumer is in control, well informed, well connected and with so much choice. Consumers expectations are rising and they will continue to seek user friendly products and services that simplify their lives and add status.  Consumers seek engagement from open and transparent organisations. Consumer experience will be a key differentiator among competitors. Build communities and you will have new ambassadors. Connect consumers to each other and you connect them to your brand.
  11. 11. SOURCE  -­‐  COURSERA  
  12. 12. To bring inspiration & innovation to every athlete in the world
  13. 13. POSTITIONING PROCESS
  14. 14. POSTITIONING STATEMENT
  15. 15. POSTITIONING STATEMENT Where are you positioned in the marketplace? What do you want to stand for? What do you want to say? What are your functional benefits? What are your emotional benefits? What are your conceptual benefits? ?  
  16. 16. WHY USE DIGITAL, SOCIAL & MOBILE MARKETING? AUDIENCE Your audience is now online all the time researching products and services COMMUNITY Build your community and inspire influencers to engage with your brand CONTENT Create shareable and reusable content CUSTOMER SERVICE Deal with customer queries more efficiently and on a personal level SALES Help customers make purchase decisions or buy online
  17. 17. DIGITAL AUDITS We provide in-depth analysis reports of their Digital & Social Media Marketing performance. This includes your web site and social media. Sample Reports include an Audit, Analysis & Action Plan.
  18. 18. ALLIANZ GAA We were engaged by Allianz to evaluate their return on investment on their GAA sponsorship. We analysed more thousands of posts that generated millions of impressions. In social channels, we identified and estimated the media return, activation opportunities and benchmarks.
  19. 19. PERFORMANCE REVIEW
  20. 20. RESEARCH - TOOL TIPS
  21. 21. 2. PLAN We create both B2C and B2B marketing strategies that work. We connect our insight and experience in campaign strategy with a strong creative edge to deliver measurable results. We will help you craft your messages, create your content and find your audience.
  22. 22. CREATING PERSONAS Hard Hat Harry is a builder looking to bid for part of a huge project, which could be seven figure sum. One that will transform his business given the current industry challenges. How does he secure these contracts? It seems like a lottery... CIS can take the uncertainty out of this process, put the power in his hands and the odds firmly in his favour. Now the lottery wheel is set up for him, where every segment is success, and the jackpot a massive million euro contract that will change his life forever.
  23. 23. DIGITAL TARGETING
  24. 24. INNOVATIVE SHAVER COMPANY
  25. 25. INNOVATIVE BUTCHERS
  26. 26. INNOVATIVE SPUD FARMERS
  27. 27. DIGITAL & SOCIAL MEDIA STRATEGY WORKSHOP   We co-create a digital and social media strategy with our clients using a consultative strategy development workshop. It is proposed that the initial workshop is attended by all the management team. This strategy will inform the decisions that the team will make in the future, and will direct them in terms of campaigns, content, scheduling and platforms. We take an outside in approach to developing your digital strategy which means putting your customer at the centre of your business. 3,000 Trainees since 2010 Overall it was a very good course. I would definitely recommend it.. Lisa Kelly Three Mobile
  28. 28. PLAN - TOP TIPS   www.basecamp.com       www.budcaddell.com         www.coursera.org    
  29. 29. 3. EXECUTE 50% of searches on Google are on Mobile
  30. 30. CYCLING COMMUNITY
  31. 31. FOODIE COMMUNITY
  32. 32. MUMMY COMMUNITY
  33. 33. PAIR MOBILE TWITTER CAMPAIGN At connector360, we believe that social connections should not just be about promoting a brand or a service, they need to be relevant and useful. One way is to simplify your customer’s life by using their interactions online to assist them. We created a new brand called Dr. Phone for Pair Mobile, a Twitter bot - software application which runs automated tasks over the Internet - it maps all conversations in Dublin about broken smartphones and starts following and interacting with users trying to help them to fix their phone. Dr. Phone directs them to the nearest Pair Mobile store, positioning Pair Mobile not only as experts but as a brand that really cares about them.
  34. 34. GRIFFITH COLLEGE YOUTUBE CAMPAIGN We were engaged to promote a video campaign generating views utilising a highly targeted and performance based YouTube campaign. We delivered more than 5x video views than We delivered 1,500 people to the our target. college application form. All our results were over industry average.   50% higher than the 21,000 views within the first week  
  35. 35. PAIR MOBILE FACEBOOK CAMPAIGN With a small budget and a good idea can captivate more than 1,400 new Facebook in one week and generate engagement and awareness within the target audience, plus almost 100 photos submitted and over four hundred votes. L’Oreal Facebook Sales Case Study - http://ow.ly/q7FlS
  36. 36. MOBILE APPS
  37. 37. ONLINE & OFFLINE EVENTS connector360 recommend both online & offline events. We can extend the reach of your offline events through promotion online and targeting key influencers in your segment. We can also assist you in the delivery of online events such as Webinars delivered via Google Hangouts – these Webinars allow you to directly connect with your target and engage with your audience without leaving your office. 39
  38. 38. INSTAGALLERY Ireland’s first Instagallery was devised to celebrate the launch of connector360. Uniting art, technology & fun we had a live interactive wall that was updated in real time with photos from the event. The Instagram photo gallery with a DJ captivated everyone and the launch campaign was highly successful. We had over 150,000 impressions across different social networks with 200 attendees and media coverage in the Irish Times.    
  39. 39. EXECUTE – TOP TOOLS   www.hootsuite.com     www.mailchimp.com     www.shortstackapp.com       www.google.com/adwords   www.wordpress.com  
  40. 40. 4. MEASURE Focus on CPC, CPL & CPA Create pre-campaign KPIs Real time monitoring and amends Measure LVC to calculate Marketing ROI
  41. 41. CUSTOMER LIFECYCLE METRICS Online Ads, Social Media Website / stor visits, CPL Given a Quote No. of sales / Value of Sales (Conv. Rate, CPA) No. of support queries No. of Repeat Orders, LVC Size of Community, No. of Referrals
  42. 42. MONTHLY REPORTING
  43. 43. MEASURE - TOOL TIPS   www.google.com/analyBcs     www.socialbakers.com     www.Crowdbooster.com     www.bit.ly     www.brandwatch.com     www.klout.com  
  44. 44. …. we are your connection point to this new world, where online + offline = bottom line  
  45. 45. our clients
  46. 46. Purple  with  white  logo   MARKETING STRATEGY WORKBOOK coming soon!
  47. 47. LET’S CONNECT FOR COFFEE! Conor Lynch, CEO Office +353 1 906 0006 Mobile +353 86 811 8833 Email conor@connector360.net Twitter @connector360 HQ - Level 3, Digital Exchange, Digital Hub, Dublin 8, Ireland Image courtesy of PrecisionNutrition.com and Coffee courtesy of Conor
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