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

1. Integrating Social Tech With Your
Web Properties

2. Your Web sites and social tech are two pieces of the digital marketing strategy that
need to bolt together.
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3. 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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4. Organizations should use the conversation to occasionally drive people to the
destination.
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5. 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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6. 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.
Action Action Action Action
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7. 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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8. 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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9. 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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10. 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

11. 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:

12. 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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13. 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:
www.fpov.com
(405) 359-3910
info@fpov.com
vision you can use