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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  Marketing Award Winner
ü  Marketing Award Judge
ü  Created 5 brands
ü  NDRC LaunchPad
ü  Enterprise Ireland HPSU
ü  Dublin & London Offices
we help our clients grow their business by creating and delivering disruptive
solutions with an integrated strategic focus in an ever changing digital world
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
1. RESEARCH 

2. PLAN

4. MEASURE

3. EXECUTE
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
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.
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?
What are your functional benefits?
What are your emotional benefits?
What are your conceptual benefits?

?	
  
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
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.
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.
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 strategy
with a strong creative edge to
deliver measurable results.





We will help you craft your
messages, create your content
and find your audience.
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.
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
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
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 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.
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	
  
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
MOBILE APPS
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
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.

	
  	
  
EXECUTE – TOP TOOLS

	
  

www.hootsuite.com	
  
	
  

www.mailchimp.com	
  
	
  

www.shortstackapp.com	
  
	
  

	
  

www.google.com/adwords	
  

www.wordpress.com	
  
4. MEASURE
Focus on CPC, CPL & CPA
Create pre-campaign KPIs
Real time monitoring and amends
Measure LVC to calculate Marketing ROI
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
MONTHLY REPORTING
MEASURE - TOOL TIPS

	
  

www.google.com/analyBcs	
  
	
  

www.socialbakers.com	
  

	
  

www.Crowdbooster.com	
  
	
  

www.bit.ly	
  

	
  

www.brandwatch.com	
  
	
  

www.klout.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
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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Online + Offline = Bottom Line | Conor Lynch - Connector360

  • 1. Purple  with  white  logo   ONLINE + OFFLINE ___________________ = BOTTOM LINE
  • 2. 15 YEARS ONLINE MARKETING 94
  • 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. 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. 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. 1. RESEARCH 2. PLAN 4. MEASURE 3. EXECUTE
  • 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. 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.
  • 12. To bring inspiration & innovation to every athlete in the world
  • 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. 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. 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.
  • 19.
  • 20. 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.
  • 23. 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.
  • 24. 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.
  • 29. 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
  • 30. PLAN - TOP TIPS   www.basecamp.com       www.budcaddell.com         www.coursera.org    
  • 31. 3. EXECUTE 50% of searches on Google are on Mobile
  • 35. 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.
  • 36. 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  
  • 37. 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
  • 39. 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
  • 40. 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.    
  • 41. EXECUTE – TOP TOOLS   www.hootsuite.com     www.mailchimp.com     www.shortstackapp.com       www.google.com/adwords   www.wordpress.com  
  • 42. 4. MEASURE Focus on CPC, CPL & CPA Create pre-campaign KPIs Real time monitoring and amends Measure LVC to calculate Marketing ROI
  • 43. 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
  • 45. MEASURE - TOOL TIPS   www.google.com/analyBcs     www.socialbakers.com     www.Crowdbooster.com     www.bit.ly     www.brandwatch.com     www.klout.com  
  • 46. …. we are your connection point to this new world, where online + offline = bottom line  
  • 48.
  • 49. Purple  with  white  logo   MARKETING STRATEGY WORKBOOK coming soon!
  • 50. 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