Enterprise Ireland - eMarketing Event - Dublin - Oct 2013

1. Purple
with
white
logo
ONLINE + OFFLINE
___________________
= BOTTOM LINE

2. 15 YEARS ONLINE MARKETING
94

3. MARKETING EDUCATION

4. MARKETING AS A HOBBY

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.

11. SOURCE
-­‐
COURSERA

12. To bring inspiration & innovation
to every athlete in the world

13. POSTITIONING PROCESS

14. POSTITIONING STATEMENT

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.

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.

21. PERFORMANCE REVIEW

22. RESEARCH - TOOL TIPS

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.

25. DIGITAL TARGETING

26. INNOVATIVE SHAVER
COMPANY

27. INNOVATIVE BUTCHERS

28. INNOVATIVE SPUD
FARMERS

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

32. CYCLING COMMUNITY

33. FOODIE COMMUNITY

34. MUMMY COMMUNITY

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

38. MOBILE APPS

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

44. MONTHLY REPORTING

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

47. our clients

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