Integrating Social Tech with Your Web Properties

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A Web property strategy MUST BE integrated with the social tech strategy .Here is a seven-step process suggested by Scott and this has the acronym - CACICAW

A Web property strategy MUST BE integrated with the social tech strategy .Here is a seven-step process suggested by Scott and this has the acronym - CACICAW

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  • 1. Integrating Social Tech With YourWeb Properties
  • 2. Your Web sites and social tech are two pieces of the digital marketing strategy thatneed to bolt
  • 3. The way to think of this connection is that the Web site is the “destination” and socialtools provide the “conversation.”The website provides an authority and authenticity while the social media pagesprovide it with an informal method of reaching out and gives it a human and
  • 4. Organizations should use the conversation to occasionally drive people to
  • 5. In view of this reality, let’s discuss the nuts and bolts of connecting Web propertieswith the world of social technology.One of the unifying elements of both Web site architecture and a social tech strategy isan understanding of the constituents you intend to engage.ConversationDestinationWeb property strategySocial Tech
  • 6. When building your Web properties, they should be designed top to bottom byidentifying your three to five most important visitor categories, then creating specificpaths through the Web properties for each, and these paths should be driving them totake specific actions.Action Action Action
  • 7. For this reason, we have to get very organized with developing what socialconversations and connections we want to create with them so that we are buildingrelationships, and earning the right to provide links to them that would drive themback up to the destination (Web site) so that they drop into the action funnels at
  • 8. The ultimate in digital marketing strategies is where you can target a group of peoplewith an effort, and the results grow dynamically because the information goes viral.For example, you are connected to 1000 constituents through your social tools, andwhen you send a link with a discount offer, it ends up being seen by 10,000 througheWord of mouth. In this case, you might have a 300% redeem rate over the originalamount of people you are communicating
  • 9. Process to connect Web properties and Social Tech strategy1. Identify Constituentsthat are common (e.g. customers, prospects, vendors, members, partners, etc.)2. Identify Actionsthat you want constituents to take at the Web properties (e.g.purchasing,downloading files, filling out forms.)3. Create ConversationIdentify best methods to create Conversation with constituents (e.g. Facebook,twitter, text message, blog, etc)
  • 10. 5. Define CommunicationDefine the organizational voice style you want to use for communications (funny,sarcastic, intelligent, etc.)6. Send AdvertisementsTo earn the right to send ads, coupons/specials once in a while to drive traffic tothe Web properties.7. Use Web PropertiesTo drive people to take the actions you are targetting.4. Define InformationDefine the recipe of information to send to communicate with constituents thatwould be valuable to them. This will earn the right to advertise every once in awhile.www.fpov.comProcess to connect Web properties and Social Tech strategy
  • 11. It is important to try and create advertisements or couponsthat people might want to send to their friends or co-workersso that the pull through is higher.www.fpov.comAn important goal for this model is to get people that you areconversing with in social tech to bring their friends with themwhen they go to the Website:
  • 12. Some care needs to be taken while advertising and it should not be overdone. Oneneeds to be careful not to advertise and promote so much that the stream ofinformation looks like spam and is removed.
  • 13. Teaching Technologyto the Non-Technology Leader.Technology never stops evolving and we never stop following it. Led byinternational technology speaker Scott Klososky, we’re a teamrelentlessly focused on capturing and translating ways organizations canuse technology to win markets, adapt cultures, and remain ahead of thecurve for years to come. From public and private workshop tracks to full-scale organizational technology assessments and digital outreachblueprint strategies, we’ve got enterprise technology growth covered.Take a closer look 359-3910info@fpov.comvision you can use