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The Yahoo Social Accessibility Lab

May 13, 2015

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Technology

Blogs, Facebook, Twitter… How can your organization benefit from these social streams? The Yahoo! Accessibility Lab jumped in headfirst and built a dynamic, online community.

  • 1.*Tweet #CSUNSocial w/Questions*Social AccessibilityMonday, March 5, 2012Yahoo! Social Accessibility

2. Nate Ebrahimoon Social Media ManagerYahoo! AccessibilityMonday, March 5, 2012 3. September 10th, 2010Monday, March 5, 2012The Yahoo! Accessibility Facebook page was born on September 10th, 2010. 4. September 10th, 2011Monday, March 5, 2012In one year we acquired 4,252 Fans. 5. March 1st, 2012Monday, March 5, 2012Today we have 5,599. 6. 100% OrganicMonday, March 5, 2012Best of all, we have gotten to be where we are today 100% organically. Without spending a penny on ads. 7. Sh*t Sighted People Say To Blind PeopleYouTubeMonday, March 5, 2012We attracted these users by offering them content within the eld of accessibility that they are not used toseeing.Example: One of blog contributors, BFC, of mainstream, fun, entertaining, social content centered arounddisability. 8. *Tweet #CSUNSocial w/Questions*How do peoplesee accessibility& disability?How do WEchange the waypeople seeaccessibility &disability?Monday, March 5, 2012 9. How do peoplesee accessibility& disability?How do WEchange the waypeople seeaccessibility &disability?Monday, March 5, 2012The answer to this question is they dont. The mainstream audience is not typically exposed to people with disabilities / accessibility. 10. Yahoo! Mail Accessibility Help PageMonday, March 5, 2012Before Y!A Social Media, external accessibility efforts from Yahoo! were found in Help Pages.Help Pages: Serve the purpose of Communicating information about a specic products accessibility practices to users.Therefore:Help pages do not appeal to the mainstream (disabled and non disabled alike). Do not address all users with disabilities. Instead, only addresses users thatcompany focuses on. 11. How do peoplesee accessibility& disability?How do WEchange the waypeople seeaccessibility &disability?Monday, March 5, 2012Question: How do WE change?We:" Go where our audience wants to be!" Expose ourselves to the outside world because guess what? They dont know we exist." If our goal is to mainstream accessibility, then we need to go to the main stream." 12. Social Media!Monday, March 5, 20123 social media channels Facebook, Twitter, and Blogging 13. Facebook= ConversationMonday, March 5, 2012conversations around content 14. Facebook LingoMonday, March 5, 2012Facebook Like Page:Fan club thats hosted on Facebook.Looks and feels just like a personal facebook page.Except Facebook users choose to like a page and become a fan of a page as opposed to personal accounts whereusers become friendsOwners of pages send updates to their fans, which shows up on the pages wall 15. Monday, March 5, 2012The wall is your personal prole space where any content you publish is shown.The most used form of content within a wall is called a post or status update. A post can contain photos, videos, Polls, links, and/or text.Fans have the option of interacting with the post. They can choose to:like a post to communicate their support of the post content.comment on a post to join the conversation around the post.and/or share a post to spread the content to their social community. 16. Twitter= InformationMonday, March 5, 2012Twitter is an information hub. Its where you go to share content and nd up to minute news. 17. TweetMonday, March 5, 2012Content begins with a Tweet:A 140-character message sent to Twitter via phone, the web, or a third-party applications.Tweet: Message you send out to your followers.Mention: Mentions always begin with an @ sign. The same @ seen in email addresss. On twitter its how you direct a Tweet toanother twitter user.Hash Tag: Allows twitter users to group multiple tweets by keyword. Works well for events and groups.Retweet: Think of this as forwarding an email. By Re-tweet you are sending a tweet by another user to your social community. 18. Blog = Exclusive ContentMonday, March 5, 2012Have your own voice. Determine a vision and publish content that ts within vision. Permanent vs. temp. Leverage socialstreams to promote blog content. Blogging is the closest relationship you will ever form with the outside world.Maintaining a blog requires much higher effort than a facebook, twitter, or similar page and its 100% reective of yourorganization. 19. *Tweet #CSUNSocial w/Questions*Benets Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012Your organization can benet from social media in 20. BenetsCommunicationConnectionMarketingProduct FeedbackPromotionMeasureMonday, March 5, 2012 21. "hello,world"Monday, March 5, 2012twitter tweets, facebook posts, and blog publications are an organizations way of saying hello world. Its a way for an org to communicate with outside world. Internationalize yourefforts.Constant reminders of your organizations accessibility efforts. Our social media audience is reminded 4-5 times a day of our efforts through social media. Again, these reminders comein the form of tweets, posts, images, etc. on our social channels. 22. Monday, March 5, 2012Communicates your efforts throughout your company.This slide shows one example of when social media allowed us to reach out to an executive at Yahoo! Blake Irving, Chief Product Ofcer at Yahoo!, Blake Retweets: In doing so, weobserve top down support of accessibility. 23. Monday, March 5, 2012This tweet from Blake contibued through the Twitter Verse and reached Anand a Sr. Director, product manager of Mobile Search at Yahoo!Anand, product manager, uses his twitter handle to connect with Blake Irving, and show his support of making products accessible. Further showing accessibility support throughoutthe company. 24. Some rights reserved by The U.S. ArmyMonday, March 5, 2012When people have questions, comments, complaints, etc. they go to twitter and broadcast to world. These People expect organizations to respond. Social Media is a strong force.Work with it or it will work against you. Put out small res before they turn into forest res.Orgs are now hiring people solely to monitor what people are saying in social media. Maintain a high reputation is crucial. 25. BenetsCommunicationConnectionMarketingProduct FeedbackPromotionMeasureMonday, March 5, 2012 26. Connect The DotsIBM Accessibility Yahoo! Life After SpinalLife RollsCord Injury OnMonday, March 5, 2012Connect with other players in the eld.Easiest, Most enjoyable, and effective ways to connect with key players in the eld.players you most likely wouldnt have known about and wouldnt have connected with otherwise. 27. Benets Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012Once youve connected you begin to build army of marketers. Social Media audiences are an organizations Marketing Military. How? 28. Monday, March 5, 2012Twitter example: Kevin Chao speaks loudly to his social media community in favor of Yahoo! Kevin enjoyed our product and wanted to voice his opinion. This is free and effective advertising.The next question is how effective can a tweet from some random person, in this case Kevin Chao, be? 29. Kevin ChaoMonday, March 5, 2012To answer this, its helpful to know who is kevin choa? Who are his followers? How often does he tweet? How often are his tweets retweeted, shared, responded to? Who is retweeting hiscontent? What does he tweet about? All these questions collapse to how Inuential is Kevin Chao in the social media world around the topic of accessibility. This measure is called Klout. 30. Monday, March 5, 2012Klout.com is a free tool that crawls through a specied social channel to measure how inuential that channel is, in the social media universe. The measure is a number from 1 - 100. Thelarger the number the greater the inuence.Important tool in weighing impact of mentions and retweets. 31. Monday, March 5, 2012 32. Monday, March 5, 2012 33. Monday, March 5, 2012Facebook example of marketing military. 34. BenetsCommunicationConnectionMarketingProduct FeedbackPromotionMeasureMonday, March 5, 2012 35. Product FeedbackMonday, March 5, 2012Real life actual usage user experience. More realistic than user experience within labs where 20 people are put in a lab and observed. These are people on their personal machines in theircomfortable environment. 36. Benets Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012Organized promotional campaigns. Social media allows orgs to leverage the right channels to gain massive exposure. 37. Monday, March 5, 2012Example: Yahoo! ShineThanksgiving we published a post from Parents helping Parents about the experience of Thanksgiving as the mother of a child with a disability.We reached out to our friends at Yahoo! Shine, who have over 1 million followers, and suggested a cross promotion.In doing so, we tracked the highest trafc weve ever had in a single blog post ANDit was one of yahoo shines most engaging posts on their facebook page.The post read.The Yahoo! Accessibility FB page increased 2,424% in "Weekly Total Reach"Weekly total reach: The number of people who have seen content associated with your page during a one week period.To recap, we took a disability related post and posted it to a massive mainstream media channel and saw a massive response. Further conrming the interest of disability relatedcontent via the mainstream. All of this done through a partnership with another social media channel. 38. Monday, March 5, 2012 39. BenetsCommunicationConnectionMarketingProduct FeedbackPromotionMeasureMonday, March 5, 2012 40. Some rights reserved by Chandra MarsonoMonday, March 5, 2012Asking how many users with disabilities use a service or product is often times like asking how many of our users are wearing a green t-shirt.Social Media allows us to measure through audience count, engagement, and visibility 41. Facebook InsightsMonday, March 5, 2012Measure results over 1 month period or weekly period.On this slide we have an image of our users overview and overvi

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