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Sitecore’s Digital Survivor webinar seriesPresenter // Stina Frantzich Gardiner, Birgit & AlvarModerator // Laura Cook, Sitecore
Welcome to today’s webinar
• The webinar recording will be emailed to you within the next couple of
days.
• Submit your questions in the GoToWebinar chat box, and
we'll attempt to answer them during the Q&A at the end
of the presentation.
• Tweet #DigitalSurvivor to share your thoughts on
today’s presentation.
What is Sitecore?
Global leader in customer experience management software, enabling marketers to deliver the most relevant experiences and content to customers, in context.
Marketing in context
Digital Content Strategy, Management, Writing and Editing - and a Note About Accessibility
Stina Frantzich GardinerBirgit & Alvar@stinafrantzich
A little bit about me…
Birgit & Alvar – Tea, cake and words
Strategy, planning, writing, editing
Academic research, marking and tutoring
Training, presenting, learning
ADMA digital marketing certificate
A little bit about me…
Let’s get started!
Strategy
Management
Writing
Editing
Accessibility
Strategy
Digital content needs to support organisational as well as digital goals and objectives while produced with clear user journeys in mind.
If you enable people to complete tasks successfully, find and understand relevant information as well as enjoy the experience along the way then you are on to a winning formula.
Digital content should be treated as a valuable asset, not an afterthought.
Kristina Halvorson and Melissa Rach
StrategyContent strategy is the practice of planning for the creation, delivery and governance of useful, usable content.
Content auditsQuantitative – catalogue of content (What have we got?)Qualitative – quality and relevance (Is it good? Useful?)
Analysis Stakeholders need to agree to objectives, assumptions, risks, success factors
Strategy Make actionable, achievable recommendations for content creation, delivery and governance informed by your project goals.
Listen and work togetherResponsibility for content is shared across organisations.
We need to listen and learn and work together.
Requesters
Providers
Creators
Reviewers/Approvers
Publishers
…Customers, members, fans, residents, students, staff…
Content isn’t easy
Content is an unknown
Content is political…emotional…
Content is time consuming!
Who owns the content?
Content is often left to the last minute…
There are no short cuts!
Ask why? Say no…
Gerry McGovern - Digital Customer Disconnect
“The irony of digital is that it is isolating organizations from their customers.
Organizations are talking more and more about customer experiences and relationships and are, in reality, having less and less relationships with their customers”.
Linkshttp://gerrymcgovern.com/digital-organization-customer-disconnect/
Irrelevant, clutter, wakeup call…
Australians' trust of brands is the lowest worldwide - averaging at 25%.
84% of people expect brands to produce content.
60% all content created by brands is poor, irrelevant or fails to deliver.
Linkshttp://www.campaignbrief.com/2017/03/havas-meaningful-brands-2017-r.html
Content Management Challenges
Large amounts of content across a number of digital channels
Time, effort and money
2005 or 2015…
Focus needs to be ongoing
Types of content
“We know what people want”
Going live is when the work starts…
“We’re not there yet – everyone was really excited for go live, divisions pulled out all stops and ran lots of internal workshops to get the content right for the website.
But since we’ve gone live, that activity has slowed. We have a bit of work there to ensure people understand this is an ongoing evolution and there’s plenty of work still to be done.”
Effective Content Management
Experienced content team
Reduce your content
Say no…
Ask why?
Solid content strategy
Valuable content
Useful and informative
More valuable and usable than others
Credible
Unique, specific and of high quality
Engaging
Linkshttps://support.google.com/webmasters/answer/6001093?hl=enSteps to a Google friendly sitehttps://support.google.com/webmasters/answer/40349?hl=en
Writing for digital
Lots of support and ideas out there…
Mashable
Econsultancy
Accenture Interactive
LinkedIn Content Checklists
Blog Tips
People have questions – answer their questions – topics to cover
Communicate strong opinion
Share original research
Editing
Content creation and publishing is time consuming.
Digital content teams are experts.
Ask why? Say no…
Use a style guide for consistency and accessibility.
Linkshttps://www.gov.uk/guidance/style-guidehttp://content-style-guide.apps.staging.digital.gov.au/sources/
Content home work
Dig out your digital content strategy
Check your content management paperwork
Review a page or 3
About to publish a piece of content?
A note about accessibility…
Digital access specialist Dr Scott Hollier
E-mail: [email protected]
Mobile: +61 (0) 430 351 909
Twitter: @scotthollier
LinkedIn: https://www.linkedin.com/in/scott-hollier-8ab7a928
Newsletter: e-mail [email protected] with 'subscribe' in the subject line
Accessibility tools
Accessibility tools come as part of devices now (in your mobile phone)
Affordable and accessible
Make your content work (using these tools in these devices)
WCAG - Web Content Accessibility Guidelines
The power of the web is in its universality.
Access by everyone regardless of disability is an essential aspect.
Tim Berners-LeeW3C Director and inventor of the world wide web
12 guidelines for WCAG 2.0Perceivable
Provide text alternatives for non-text content.
Provide captions and other alternatives for multimedia.
Create content that can be presented in different ways, including by assistive technologies, without losing meaning.
Make it easier for users to see and hear content.
Operable
Make all functionality available from a keyboard.
Give users enough time to read and use content.
Do not use content that causes seizures.
Help users navigate and find content.
Linkshttps://www.w3.org/WAI/WCAG20/glance/
12 guidelines for WCAG 2.0
UnderstandableMake text readable and understandable.Make content appear and operate in predictable ways.Help users avoid and correct mistakes.
RobustMaximize compatibility with current and future user tools.
Linkshttps://www.w3.org/WAI/WCAG20/glance/
Quick tips from Scott
For digital
Avoid “click here” – it doesn’t tell us anything!
Always include alternative text for images (describing the image)
Include captions for video content
Provide audio content as alternatives to text based content
For documents
Format your documents!
Use styles and headings
Microsoft Office -13 onwards - built in accessibility tool
How to incorporate accessibility in your organisation
Get accessibility standards set up
Use a consultant like Scott to know what you should/could do
Test your website, app, social media pages using Wave or similar.
Address issues early - preferably at development/build stage if possible
Linkshttp://wave.webaim.org/helphttps://accessibility.blog.gov.uk/2017/02/24/what-we-found-when-we-tested-tools-on-the-worlds-least-accessible-webpage/
Readability Tests
Readability – a little health check of your content.
Testing with real people always beats a test like this.
Google it to find freebies
Linkshttps://raventools.com/blog/ultimate-list-of-online-content-readability-tests/
Age, geography, Internet connection
Age
Geography
Internet connection
What type of gear you are using
What’s ahead?
WCAG 2.1 - Mobiles, touch screens
Google home (turn your TV on, turn lights off…quizzes and chatting)
Internet of Things (IOT)
Microchip implants
Media Access Australia – great resource and tons of knowledge
Linkshttp://www.abc.net.au/news/2017-04-03/swedish-employees-agree-to-microchip-implants/8410018https://mediaaccess.org.au/
Accessibility home work!Download the built in screen reader on your phone!
Try to navigate using the reader only.
How did you go? Food for thought!
LinksVoiceOver http://www.apple.com/au/accessibility/iphone/vision/
TalkBackhttps://support.google.com/accessibility/android
Accessible, social, mobile – white paper
Thank you! Tusen tack!
www.birgitandalvar.com
@birgitandalvar
@stinafrantzich
https://www.linkedin.com/in/stinafrantzich/
Questions?
Discover how your organisation can own every customer experience.
Visit www.sitecore.net.
Next…
www.sitecore.net/digitalsurvivor
Adelphi Digital
E-Commerce
Tuesday 11 April
Niccola Phillips
Creativity
Thursday 27 April
Accenture
Customer Experience
Thursday 20 April
