Marketing in the disability services sector
•Télécharger en tant que PPTX, PDF•
2 j'aime•309 vues
Ensure your marketing is accessible to all users presented by Sean Willenberg and Samantha Singer 24/8/17 in Bankstown
Recommandé
Contenu connexe
Tendances
Tendances (20)
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. Sean Willenberg Disability Inclusion Promotions Officer How to connect with your audience through accessibility and inclusion
- 2. Today • Introduction • Quick tips • Customer service
- 3. Introduction • Disability Inclusion Promotions Officer (DIPO) • My role also looks at informing and guiding businesses on: • Accessibility of premises, goods and services • Employment of people with disability – Alternate interviewing techniques • Government services available to employers • Disability Action Planning • HR policy and procedures
- 4. Quick tips to increase your access and inclusion
- 5. Engaging with customers with disability • Failing to provide accessible premises and services could mean some customers avoid your business altogether or they make a complaint of discrimination to the Human Rights Commission or under the federal Disability Discrimination Act. • Some forms of disability can affect people’s ability to communicate. • Depending on the person’s level of ability, a person’s communication may involve more than simply hearing and speaking.
- 6. Make your business open to everyone • Making your business inviting to people with disability is great but don’t forget about their carers, friends and family. • While the NDIS will service 460,000 people with disability, don’t forget about the other 3,540,000 people with disability across Australia that are not part of the NDIS that are still looking to purchase goods, products and services. Quick Tip 1
- 7. Make your website accessible • Making your website accessible will allow people with low vision or who use screen readers to be able to access your site. • Checking the accessibility of your site is easy. Go to https://achecker.ca/checker/index.php and type in your web address for each page of your website to see if your site is accessible. Quick Tip 2
- 8. Use easy English on your website and marketing material Make sure the information about who you are and what goods and services you provide are easy to read and understand. Use easy English when describing a product, service or your business. • Easy English can be used on your website and promotional material. • Not only benefits people with a learning or cognitive disability but also people where English is not their primary language. Quick Tip 3
- 9. Use inclusive imagery Too often images of a person with a disability have a medical theme or are "look at me" inspirational images. In marketing to this audience, as with any other, the aim is to create a connection with the audience that says "I can see myself there". The key elements of a good image are: • Has emotional appeal • Is well composed • Environment/ Location • Talent • Has alternative text Quick Tip 4
- 10. For people who don’t use the NRS or have difficulty speaking and hearing – think about adding a live chat function to your website. Quick Tip 5
- 11. Adding Google Translate to your website increases your market size to include people from CALD backgrounds and allows them to view your products and services in their own language. Add Google Translate Quick Tip 6
- 12. Make your newsletters/ eDM’s accessible If you send out an email/ newsletters to existing or potential customers, make sure that it is accessible. Some quick ways to make your email accessible is to: • Use descriptive subject lines • Maintain a logical structure • Use headers • Use colour contrast • Don’t hide information in images • Use proper alternative text for images • Use meaningful link text • Include a plain text version Quick Tip 7
- 13. Screen readers and accessible features on mobiles If you want to see how your website sounds to people with low vision or who are blind, download a screen reader. • There is a free screen reader NVDA which you can download and listen to your website. • Turn on the accessible features of your iOS or android device and see what your site sounds like when navigating on a phone. This will give you a better idea of what you may need to change on your site to make it more accessible. Quick Tip 8
- 14. Add captions and transcripts to your videos • Adding captions and transcripts to your videos will allow people with low hearing or who are Deaf access to them. • Adding captions not only allows greater accessibility and inclusion but it also increases your SEO when your videos are uploaded to YouTube. • It also gives people the opportunity to view your videos in quiet areas such as trains or buses. Adding captions and transcripts isn’t a time consuming process and can be easily done through YouTube. Quick Tip 9
- 15. Display the accessible features of your premises • Showing the accessible features of your premises will assist people with disability, their family and carers determine if they are able to park on or near your premises, whether there is an accessible bathroom (or where the closest one is) or you provide alternative communication methods on the premises. Quick Tip 10
- 16. Increasing your Customer Service Skills
- 17. In the latest research (Missing out: The business case for customer diversity) from the Australian Human Rights Commission, it was found that: • 1 in 3 customers with disability have ceased a transaction because they were not treated respectfully of fairly • 1 in 3 people with disability reported that their customer service needs are often unmet. • 28% of people with disability have experienced discrimination by one or more of the organisations they've recently interacted with. Increase your Customer Service skills
- 18. Customer Service - Basic tips • Avoid asking personal questions about disability. Don’t ask “what happened to you?” • Be considerate of the extra time it might take for a person with particular disability to do or say something • Be polite and patient when offering assistance. Wait until your offer is accepted. Listen or ask for specific instructions. Be prepared to have your offer refused. • Look and speak directly with the person with disability, rather than the people accompanying them. • Don’t patronise or speak down to people with disability. Treat adults as adults. • Use a normal tone of voice to welcome a person with disability. Do not raise your voice unless you are asked to.
- 19. • If your premises aren’t accessible, look at engaging with the customer in their own home or at an accessible location. i.e. a local café. • Be patient and give your undivided attention, especially with someone who speaks slowly or with great effort. Don’t attempt to speak for or finish a person’s sentence. • Never pretend to understand what a person is saying if you don’t. Ask the person to repeat or rephrase it, or offer them a pen and paper. • If the individual requests, offer a person with vision impairment your elbow to guide them rather than grabbing their hand and propelling them. • Avoid terms that imply that people with disability are overly courageous, brave, special or superhuman because of having to live with their disability.
- 20. What not to do…
- 21. Say • Person with disability • Person with Cerebral Palsy or vision impairment • Person with a physical disability • Person who uses a wheelchair • Person with a hearing impairment, hearing loss, person who is Deaf • Accessible parking, accessible toilets, etc • Person with a mental health condition • Person with a learning difficulty or disability Avoid Saying • Victim, Disabled person, suffers from, deformed • Afflicted by/ with or blind/ can’t see • Crippled, the crippled, crippling, invalid • Wheelchair bound, confined to a wheelchair • Deaf and dumb, deaf mute • Disabled toilets, handicapped parking, etc • Schizophrenic, psycho, lunatic, mad, mental • Mentally retarded, retard
- 22. When you make a change to your business that makes it accessible and inclusive; make sure to tell people about it!
- 23. Contact Sean Willenberg Disability Inclusion Promotions Officer P: 02 9458 7928 E: sean.willenberg@nswbc.com.au
- 24. Marketing in the disability services sector.
- 25. 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
- 26. • 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
- 27. The Sector To successfully tap into the market you need to: A) Market yourself as being accessible B) Actually BE Accessible • Physically • Digitally • Socially
- 28. What is Accessibility? Accessibility is enabling people of all abilities to use products & services on the web & beyond.
- 29. “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
- 31. Accidental Exclusion • A wide range of disabilities affect the way that someone accesses the internet. • Currently 18% of the world’s population have a disability • They have a combined income of more than $1.2 trillion • Are you excluding this market?
- 32. How?
- 33. Your Website
- 34. 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.
- 35. 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.
- 36. 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
- 37. 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
- 39. 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
- 40. 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
- 41. CAPTCHA
- 42. CAPTCHA Cont. There are accessible alternatives to visual CAPTCHA that deliver inclusive experiences without compromising website security. If you cannot avoid visual CAPTCHA: • Clearly define the purpose of the image for screen reader users. • Opt for numbers rather than letters – they’re usually more readable. • Provide an audio alternative that is keyboard-accessible and readily discernible. • HELP! If a user fails the CAPTCHA, include a helpful, accessible error message with contact details for assistance.
- 44. Your audience
- 45. Social Media
- 47. 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
- 50. Documents
- 51. 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
- 52. 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.
- 53. Blogs & eDMs
- 54. 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
- 55. 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.
- 56. 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)
- 57. 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.
- 58. 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
- 59. Q & A
- 60. Samantha Singer 02 9458 7074 samantha.singer@australianbusiness.com.au
Notes de l'éditeur
- By using easy English, it can reduce the amount of questions asked about a particular product or service you offer, open up your market to include people and families from CALD backgrounds and give the customer an easier explanation to the message you are trying to convey.
- Imagery of people with a disability should, therefore, reflect the normal customer types and groups that would normally be your customers.
- 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
- 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.
- People with disabilities make up a significant portion of the population, yet are often excluded from brands and digital marketing online due to access barriers. From physical disabilities like loss of mobility, blindness and deafness to learning difficulties like dyslexia, a wide range of disabilities affect the way that someone accesses the internet. But a few practical steps can make digital marketing more inclusive, appealing and accessible to all users – immediately increasing your reach, as well as your revenue. When we look at numbers, as a percentage, people with disabilities make up to nearly 18% of the world’s population, with a combined disposable income, of more than $1.2 trillion. In no other context would it make sense to exclude such a significant marketing demographic, yet making websites and digital materials accessible is far too often overlooked as a tedious and pointless exercise. There are ways to ensure your marketing is accessible and that’s what we’re going to run through now
- 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.
- 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
- More than just frustrating, CAPTCHAs can be entirely inaccessible to people with a disability or impairment. Blind users, for example, rely on screen readers to read out the content of a web page. But screen readers are machines too, and are unable to decipher text in an image, such as those used in CAPTCHAs. People with low vision may also struggle with CAPTCHAs because the text becomes blurry when magnified. Similarly, the distorted characters can be hard to decipher by people with some cognitive disorders, such as dyslexia. Often you’ll see an audio option as well – they’re just as bad ACCAN disability policy advisor Wayne Hawkins, who is blind said, “My experience with audio CAPTCHA has been almost as inaccessible as visual CAPTCHA – I must have listened to the Skype audio CAPTCHA 20 times before I gave up and asked my sighted friend to set up my account,” Google’s NoCaptcha is an accessible favourite at the moment, as is the text CAPTCHA Text CAPTCHA Text CAPTCHA is a web service to generate textual CAPTCHAs based on simple logic questions. It has over 180 million questions in its database including: Which digit is seventh in the number 8344012? Which of elbow, monkey, Robert or rain jacket is a person's name? The third letter in "stimulating" is? These questions are designed for the intelligence of a seven-year-old child. The problem with logic questions is that they’re specific to a language, usually English.
- 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 Audience Personas & User Journey Mapping
- 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.
- “[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.” So it’s not just about the content you push out; it’s about the engagement you have.
- 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
- 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.
- 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: 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 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