sitecore digital survivor - birgit & alvar · sitecore’s digital survivor webinar series...

Sitecore’s Digital Survivor webinar seriesPresenter // Stina Frantzich Gardiner, Birgit & AlvarModerator // Laura Cook, Sitecore

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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: scott@hollier.info

Mobile: +61 (0) 430 351 909

Twitter: @scotthollier

LinkedIn: https://www.linkedin.com/in/scott-hollier-8ab7a928

Newsletter: e-mail newsletter@hollier.info 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