Marketing in the disability services sector
•
1 j'aime•117 vues
how to make your marketing more accessible. understanding accessible marketing
Contenu connexe
Tendances
Similaire à Marketing in the disability services sector
Similaire à Marketing in the disability services sector (20)
Dernier
Dernier (20)
Marketing in the disability services sector
- 1. Marketing in the disability services sector.
- 2. Samantha Singer An integrated marketer, Samantha has a wealth of experience gained from working across the retail, telco, member services and legal industries. She has a passion for copy writing and enjoys working on integrated marketing solutions. Her strength lies in her attention to detail and efficiency. 02 9458 7074 samantha.singer@australianbusiness.com.au
- 4. • 17,300 people are benefitting from the NDIS • Over 460,000 Australians will enter the NDIS • The market will be worth $22 billion • The NDIS is creating thousands of new jobs across the country. https://www.ndis.gov.au/providers/ndis-providers.html The NDIS
- 5. The Sector To successfully tap into the market you need to: A) Market yourself as being accessible B) Actually BE Accessible • Physically • Digitally • Socially
- 6. What is Accessibility? Accessibility is enabling people of all abilities to use products & services on the web & beyond.
- 7. “Accessibility helps level the field and widen horizons for people of varying abilities and situations.” @velvetdelirium “Accessibility is about listening for and creating ways for folks to participate and engage.” @allisonletts ““Accessibility is relevant to every single person – we don’t know the future – it could be any of us.” @revaminkoff “Accessibility is universal access w/o restriction due to technical or physical barrier.” @varunkr842
- 8. How?
- 9. Your Website
- 11. Mr Lee – Colour Blind What can you do to be accessible to him? • Include the name of the colour while showing a sample of the product • Add the word "discount" to discounted prices in addition to showing them in a different colour • Use text cues, such as an asterisk, to indicate the required fields on the order form in addition to showing them by colour.
- 12. Mr Jones - RSI What can you do to be accessible to him? • Ensure your website provides keyboard support. (Some websites have forms and controls that do not have keyboard equivalents. To activate these, he would have to use a mouse instead of voice recognition or typing, and this would worsen his RSI). • Ensure your website provides mechanisms to skip over forms, menus, and other parts of a web page using the keyboard alone.
- 13. Ms Olsen – ADHD & Dyslexia What can you do to be accessible to her? • Use relevant graphics and illustrations that help readers quickly focus on sections they wants to read. • Avoid animated graphics as the movement distracts readers • Allow for error corrections and alternative spellings in search • Provide multiple navigation mechanisms such as a navigation bar, a search box, a sitemap, or bread-crumb trails
- 14. Mr Yunus – Low Vision What can you do to be accessible to him? • Ensure your website allows for text resizing • If you have a CAPTCHA function, ensure it is accessible (the tick box or provides easy to read images) • Ensure text does wraps and reflows properly when enlarged. • Ensure your site has been properly marked up to indicate the page headings, column and row headings in tables, list items, links, form controls, etc
- 16. Web Content Accessibility Guidelines (WCAG) 2.0 For Website Colour Blind / Vision Impaired Use high-contrasting colours Avoid using colour as the only way to communicate information Vision Impaired / Screen Reader Users Links need to clearly describe where they will take the user so users are prepared for the change. Users who aren’t using a mouse Page content should be systematically assembled so users can navigate using only the tab key. Vision impaired & elderly Text and page size should be able to increase on demand
- 17. Web Content Accessibility Guidelines (WCAG) 2.0 For Website Users at risk of seizure Flashing visual content that lasts for more than three seconds should be removed Users with cognitive disability Automatically moving content, including scrolling and blinking content, should be able to be stopped, paused or hidden people using screen readers or devices that can’t load multimedia. Images and videos, need to have text embedded (alt-text) that describes the content
- 18. Your audience
- 19. Social Media
- 20. Social Media Accessibility Tips 1. Make your contact information easy to find 2. Caption Your Images 3. Spell out Acronyms 4. Keep tags at the end 5. CamelCase your tags (#DisabilityMarketing not #disabilitymarketing) 6. Use prefixes [PIC], [VIDEO] or [AUDIO] 7. Follow FB Accessibility: https://www.facebook.com/accessibility
- 23. Documents
- 24. PDFs If you are using PDF document, make sure the document is tagged properly and accessible. • Create accessible PDFs directly through Acrobat Pro • Check PDF Accessibility using Acrobat Pro • Use other applications such as Tagged PDF
- 25. Accessible vs Tagged PDFs • Accessible PDFs allow users of adaptive technology to comprehend and navigate content. • Part of this process is the use of ‘tags’ • Without this functionality, adaptive technology may interpret the document in the wrong order, without important graphics, or in a format too jumbled for the user to comprehend.
- 26. Blogs & eDMs
- 27. Why build a blog? Use your blog posts to predict and perfectly answer your audiences’ specific questions before they have even asked it. This will: • Help show your brand as a trusted source of information • Help your audience engage with a person as opposed to a company • And it will help your website to be found in search results
- 28. Accessible Blogs Choose a simple blog template Helpful for people using assistive technologies to access your blog. Choose your font carefully Use a sans serif font like Arial and make the font a standard size. Label links When sharing a website link in your blog, make sure that the link is labelled with a description.
- 29. Accessible Links <a href="http://www.example.org/unsubscribe">Unsubscribe</a> <p>Unsubscribe by clicking <a href="http://www.example.org/unsubscribe">www.example.org/unsubsc ribe</a></p> (uses exposed URL): <p><a href="http://www.example.org/unsubscribe">Click here</a> to unsubscribe</p> (uses link text that is not meaningful out of context)
- 30. Accessible Blogs Cont. Describe your images using alternative text In order to make sure that your images are accessible, add alternative text. Provide a link to videos rather than embedding them Users can go directly to a website that contains a potentially accessible version of the video. If providing a link and embedding a video, provide the link first.
- 31. Setting up an eDM Template Alternative text for images Images of text Links Font size Design Headings Language Tables for layout Semantic markup Colour contrast Providing an alternative access point Call-to-action design elements Forwarding Plain accessible version Size Social media Plain text emails Tailoring the template to your own organisation
- 32. Wrapping it Up
- 33. Samantha Singer 02 9458 7074 samantha.singer@australianbusiness.com.au
Notes de l'éditeur
- “[Social media] allows individual consumers to have a direct conversation with brands,” she says. “Nike developed an easy grip trainer in response to an open letter from a 16-year-old boy with cerebral palsy and Lego introduced disabled characters after they were contacted by Toy Like Me – a Facebook campaign run by a disabled mum, who realised that there weren’t enough toys representing disabled people and children.” Marketing in the Disability Services Sector isn’t just about the content you push out; it’s about the engagement you have.
- Last year’s workshop took place just as the NDIS was rolling out. So far 17,300 people are benefitting from the NDIS across seven trial sites with over $950 million invested in services and equipment. This is expected to reach 142,000 in NSW by 2019. Over 460,000 Australians with disability will enter the NDIS in coming years; after full roll out it is estimated that the market will be worth $22 billion and the NDIS will create thousands of new jobs across the country. https://www.ndis.gov.au/providers/ndis-providers.html
- This means you’re sitting on a big opportunity here and you need to ensure you’re marketing yourself effectively That means representing yourself as being accessible And Actually being Physically Accessible Digitally Accessible Socially Accessible
- Accessibility is enabling people of all abilities to use products & services on the web & beyond.
- Buffer – the social media scheduling service recently did a talk on accessibility and twitter users chimed in with their views on what accessibility is “Accessibility helps level the field and widen horizons for people of varying abilities and situations.” @velvetdelirium “Accessibility is about listening for and creating ways for folks to participate and engage.” @allisonletts “Accessibility is relevant to every single person – we don’t know the future – it could be any of us.” @revaminkoff “Accessibility is universal access w/o restriction due to technical or physical barrier.” @varunkr842
- Making your website accessible means that the four million Australians who have disabilities, as well as the countless others using different technology to read and interact with web content, get to enjoy it as much as everyone else.
- When we think about making our businesses accessible we think about those who are wheelchair bound, those who are deaf, those who are blind – but the disabilities that affect Australians stretch far beyond that.
- Mr. Lee has difficulty reading the text on many websites because they use color combinations with poor contrast for text and images, which appear to him in indistinguishable shades of brown. There are web browser setting that people with colour blindness to define customised coloer combinations for text, links, and the background. There’s also a setting they can switch on when they encounters websites that are difficult to read. However, this approach does not work for all websites — your website needs to be coded to allow readers to override the default presentation.
- Mr. Jones does not use a mouse because he has a repetitive stress injury and it strains his wrists. He also cannot type for extended periods of time without serious pain What can you do to be accessible to him? Ensure your website provides keyboard support. (Some websites have forms and controls that do not have keyboard equivalents. To activate these, he would have to use a mouse instead of voice recognition or typing, and this would worsen his RSI). Ensure your website provides mechanisms to skip over forms, menus, and other parts of a web page using the keyboard alone.
- Ms Olsen has attention deficit hyperactivity disorder and dyslexia and as such, she reads slowly. She found she was able to read much more easily when she could see and hear the text, instead of struggling over every word. When she goes onto the Web, she finds that some websites are much easier for her to use than others. What can you do to be accessible to her? Use relevant graphics and illustrations that help readers quickly focus on sections they wants to read. Avoid animated graphics as the movement distracts readers Allow for error corrections and alternative spellings in search Provide multiple navigation mechanisms such as a navigation bar, a search box, a sitemap, or bread-crumb trails
- Mr. Yunus has difficulty reading small text and clicking on small links and form elements. His has a specialized mouse that compensates hand trembling he can enlarge the text on websites using the web browser settings, since enlarging makes reading texts and clicking links easier. His web browser has a zoom function that enlarges the entire page and a text enlarging setting that only increases the text size. He prefers to enlarge the text only rather than the whole web page since zooming the entire web page on his browser distorts the images and forces him to scroll horizontally to read some of the text. What can you do to be accessible to him? Ensure your website allows for text resizing If you have a CAPTCHA function, ensure it is accessible (the tick box or provides easy to read images) Ensure text does wraps and reflows properly when enlarged. Ensure your site has been properly marked up to indicate the page headings, column and row headings in tables, list items, links, form controls, etc
- So, as we can see, there are a range of disabilities we need to cater for in our digital marketing. The best way to ensure you’re accessible is to follow the Web Content Accessibility Guidelines
- Who is aware of the Web Content Accessibility Guidelines? These guidelines give you an idea of what your website needs to have or be like in order to be accessible to people with a disability
- An important part of being accessible, is knowing who you are targeting and what they need from you. The days of broadcast selling are over. The goal today is to help your prospects and customers by providing them with valuable content that builds trust in you over your competitors. So if you think about it your goal is to ‘out-help’ your competitors to win business. The provider that does the best job of helping prospects and customers to understand will always be a front runner in the race to win the prospect's business. In order to truly help people, you need to understand what their pain points are, and what limitations they have in order to cater for them adequately
- Now that you know who you are talking to and what you are going to say when you are talking to them, it’s now time to think about where your audience is going to be, so you can make sure you are there too.
- If users have trouble navigating around a site, or reading through copious amounts of information, the best thing you can do to help them is give them all the information they need in a logical place, presented in an easy to read format. Ensure your website address is listed in the “About” section of your Page in order to provide an easy point of entry to more information. Include other ways to contact your organization, such as your department number with an extension, an online “Contact Us” form, or general contact email address for more information. We all love uploading fantastic and engaging images to our pages, but take the few extra seconds to provide a caption for any photo you post. A lot of companies tend to use acronyms, we’re very guilty of doing it – ABCS, ABMS, ABSG... Not to mention SEM, SEO, UX, CX – the list goes on. When only the acronym is used it can be confusing to screen readers. It is always best to use the full words followed by the acronym in parentheses. For example: Health, Counselling, and Disability Services (HCDS). A screen reader will read the full name and the acronym so the user can associate the sound of the acronym with the department. Place any hashtags or @mentions at the end of the tweet. This allows a screen reader to voice the main content of the tweet more clearly in the beginning, and saving the service-specific speak for the end (the parts that sound confusing). The other thing that helps, is to Use "CamelCase" for multiple words for hashtags; that is, capitalize the first letters of compound words (e.g. use #QueensUniversity not #queensuniversity). If a tweet or Pinterest Pin contains an image, video or audio indicate this at the beginning of the content using the prefix [PIC], [VIDEO] or [AUDIO]
- Just to give you an understanding of how different people engage with social media, I’d like to show you 2 quick videos of a Blind American man using Instagram
- Your website is accessible, your social media is accessible – but what about your digital and printed documents and brochures? How easily can they be understood by those with visual and cognitive impairments? As many as 20% of internet users have some form of visual impairment, so if your documents are inaccessible, you’re losing business and credibility
- You can create accessible PDFs directly through Acrobat Pro, using their “make accessible” function in the Action Wizard – the wizard runs through and address accessibility issues, such as a missing document descriptions, tagging, titles, alternate text and captions etc. You can also check accessibility using Adobe Acrobat Pro using the Tools – Accessibility- Full Check Option There are numerous companies that exist to help you create Tagged and Accessible PDFs as well – one such being aptly called Tagged PDF
- Accessible PDFs allow users of adaptive technology to comprehend and navigate content. Part of this process is the use of ‘tags’ PDF tags provide a hidden structured, textual representation of the PDF content that is presented to screen readers. They exist for accessibility purposes only and have no visible effect on the PDF file. Without this functionality, adaptive technology may interpret the document in the wrong order, without important graphics, or in a format too jumbled for the user to comprehend.
- Use your blog posts to predict and perfectly answer your audiences specific questions before they have even asked it. Use the blog to show you're human. People buy from other people not from businesses only. A blog is a fantastic opportunity to give your brand a personal voice. A blog will Help show your brand as a trusted source of information Help your audience engage with a person as opposed to a company And most importantly it will help your website to be found in search results
- It’s imperative that your email recipients, including those with a disability or impairment, have access to the information your emails contain. So here are some things you can consider: Choose a simple blog template Most blogging tools provide a number of different templates to make your blog look unique. Consider using a template that only has one column with a simple layout. This will be helpful for people using assistive technologies to access your blog. Choose your font carefully There are often many different fonts to choose from. Consider using a sansserif font like Arial and make the font a standard size. Label links When sharing a website link in your blog, make sure that the link is labelled with a description. Text such as ‘click here’ can make it difficult for people using screen readers to understand the nature of the link.
- Describe your images using alternative text In order to make sure that your images are accessible, add some alternative text to them. Provide a link to videos rather than embedding them It is often difficult to embed a video in your blog and maintain the accessibility features of the video, such as captions. Embedded videos can also provide challenges to screen reader users who try to play videos using inaccessible controls. By providing a link to the video rather than embedding the video, users can go directly to a website that contains a potentially accessible version of the video. Alternatively, if you wanted to provide a link and embed the video, provide the link first. The other thing to consider is the links you have. These might be your calls to action, or just internal links within your blog – ensure that the buttons or the text to click is large enough. So a small font one word hyperlink is going to be difficult for some people to interact with.
- There are a lot of considerations when it comes to making your emails accessible – a lot of these are on screen now. So, You can able to follow a comprehensive list of guidelines to set up an accessible eDM template, which you can then use for all your email newsletters going forward. If that’s something that interests you, I can send you some guidelines or give you a hand with that. http://www.accessiq.org/create/content/accessibility-requirements-for-edms