Integrating Social Tech with Your Web Properties
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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
Transcript of Integrating Social Tech with Your Web Properties
Your Web sites and social tech are two pieces of the digital marketing strategy that need to bolt together.
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The way to think of this connection is that the Web site is the “destination” and social tools provide the “conversation.”
The website provides an authority and authenticity while the social media pages provide it with an informal method of reaching out and gives it a human and personal face.
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Organizations should use the conversation to occasionally drive people to the destination.
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In view of this reality, let’s discuss the nuts and bolts of connecting Web properties with the world of social technology.
One of the unifying elements of both Web site architecture and a social tech strategy is an understanding of the constituents you intend to engage.
Conversation
Destination
Web property strategy
Social Tech strategy
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When building your Web properties, they should be designed top to bottom by identifying your three to five most important visitor categories, then creating specific paths through the Web properties for each, and these paths should be driving them to take specific actions.
ActionActionAction Action
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For this reason, we have to get very organized with developing what social conversations and connections we want to create with them so that we are building relationships, and earning the right to provide links to them that would drive them back up to the destination (Web site) so that they drop into the action funnels at some point.
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The ultimate in digital marketing strategies is where you can target a group of people with an effort, and the results grow dynamically because the information goes viral.
For example, you are connected to 1000 constituents through your social tools, and when you send a link with a discount offer, it ends up being seen by 10,000 through eWord of mouth. In this case, you might have a 300% redeem rate over the original amount of people you are communicating with.
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Process to connect Web properties and Social Tech strategy
1. Identify Constituents that are common (e.g. customers, prospects, vendors, members, partners, etc.)
2. Identify Actions that you want constituents to take at the Web properties (e.g.purchasing, downloading files, filling out forms.)
3. Create Conversation Identify best methods to create Conversation with constituents (e.g. Facebook, twitter, text message, blog, etc)
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5. Define Communication Define the organizational voice style you want to use for communications (funny, sarcastic, intelligent, etc.)
6. Send Advertisements To earn the right to send ads, coupons/specials once in a while to drive traffic to the Web properties.
7. Use Web Properties To drive people to take the actions you are targetting.
4. Define Information Define the recipe of information to send to communicate with constituents that would be valuable to them. This will earn the right to advertise every once in a while.
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Process to connect Web properties and Social Tech strategy
It is important to try and create advertisements or coupons that people might want to send to their friends or co-workers so that
the pull through is higher.
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An important goal for this model is to get people that you are conversing with in social tech to bring their friends with them
when they go to the Website:
Some care needs to be taken while advertising and it should not be overdone. One needs to be careful not to advertise and promote so much that the stream of information looks like spam and is removed.
http://southphillyexperience.com/wordpress/wp-content/uploads/2010/01/spam.jpg
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Teaching Technology to the Non-Technology Leader.
Technology never stops evolving and we never stop following it. Led by international technology speaker Scott Klososky, we’re a team relentlessly focused on capturing and translating ways organizations can use technology to win markets, adapt cultures, and remain ahead of the curve for years to come. From public and private workshop tracks to full-scale organizational technology assessments and digital outreach blueprint strategies, we’ve got enterprise technology growth covered.
Take a closer look at:
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vision you can use
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