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The Yahoo Social Accessibility Lab

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.

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The Yahoo Social Accessibility Lab

  1. 1. *Tweet #CSUNSocial w/Questions* Social AccessibilityMonday, March 5, 2012Yahoo! Social Accessibility
  2. 2. Nate Ebrahimoon Social Media Manager Yahoo! AccessibilityMonday, March 5, 2012
  3. 3. September 10th, 2010Monday, March 5, 2012The Yahoo! Accessibility Facebook page was born on September 10th, 2010.
  4. 4. September 10th, 2011Monday, March 5, 2012In one year we acquired 4,252 Fans.
  5. 5. March 1st, 2012Monday, March 5, 2012Today we have 5,599.
  6. 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. 7. Sh*t Sighted People Say To Blind People YouTubeMonday, March 5, 2012We attracted these users by offering them content within the field of accessibility that they are not used toseeing.Example: One of blog contributors, BFC, of mainstream, fun, entertaining, social content centered arounddisability.
  8. 8. *Tweet #CSUNSocial w/Questions* How do people see accessibility & disability? How do WE change the way people see accessibility & disability?Monday, March 5, 2012
  9. 9. How do people see accessibility & disability? How do WE change the way people see accessibility & disability?Monday, March 5, 2012The answer to this question is they donʼt. The mainstream audience is not typically exposed to people with disabilities / accessibility.
  10. 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 specific 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. 11. How do people see accessibility & disability? How do WE change the way people see accessibility & 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 donʼt know we exist." If our goal is to mainstream accessibility, then we need to go to the main stream."
  12. 12. Social Media!Monday, March 5, 20123 social media channels Facebook, Twitter, and Blogging
  13. 13. Facebook = ConversationMonday, March 5, 2012conversations around content
  14. 14. Facebook LingoMonday, March 5, 2012Facebook “Like Page”:Fan club thatʼs 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 “friends”Owners of pages send updates to their fans, which shows up on the pages wall
  15. 15. Monday, March 5, 2012The wall is your personal profile 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. 16. Twitter = InformationMonday, March 5, 2012Twitter is an information hub. Itʼs where you go to share content and find up to minute news.
  17. 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 addressʼs. On twitter itʼs 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. 18. Blog = Exclusive ContentMonday, March 5, 2012Have your own voice. Determine a vision and publish content that fits 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 itʼs 100% reflective of yourorganization.
  19. 19. *Tweet #CSUNSocial w/Questions* Benefits Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012Your organization can benefit from social media in
  20. 20. Benefits Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012
  21. 21. "hello, world"Monday, March 5, 2012twitter tweets, facebook posts, and blog publications are an organizations way of saying hello world. Itʼs 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. 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 Officer at Yahoo!, Blake Retweets: “” In doing so, weobserve top down support of accessibility.
  23. 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. 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 fires before they turn into forest fires.Orgs are now hiring people solely to monitor what people are saying in social media. Maintain a high reputation is crucial.
  25. 25. Benefits Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012
  26. 26. Connect The Dots IBM Accessibility Yahoo! Life After Spinal Life Rolls Cord Injury OnMonday, March 5, 2012Connect with other players in the field.Easiest, Most enjoyable, and effective ways to connect with key players in the field.players you most likely wouldnʼt have known about and wouldnʼt have connected with otherwise.
  27. 27. Benefits Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012Once youʼve connected you begin to build army of marketers. Social Media audiences are an organizations Marketing Military. How?
  28. 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. 29. Kevin ChaoMonday, March 5, 2012To answer this, itʼs 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 Influential is Kevin Chao in the social media world around the topic of accessibility. This measure is called Klout.
  30. 30. Monday, March 5, is a free tool that crawls through a specified social channel to measure how influential that channel is, in the social media universe. The measure is a number from 1 - 100. Thelarger the number the greater the influence.Important tool in weighing impact of mentions and retweets.
  31. 31. Monday, March 5, 2012
  32. 32. Monday, March 5, 2012
  33. 33. Monday, March 5, 2012Facebook example of marketing military.
  34. 34. Benefits Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012
  35. 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. 36. Benefits 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. 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 traffic weʼve 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 confirming the interest of disability relatedcontent via the mainstream. All of this done through a partnership with another social media channel.
  38. 38. Monday, March 5, 2012
  39. 39. Benefits Communication Connection Marketing Product Feedback Promotion MeasureMonday, March 5, 2012
  40. 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. 41. Facebook InsightsMonday, March 5, 2012Measure results over 1 month period or weekly period.On this slide we have an image of our ʻusersʼ overview and overview of Interactions.
  42. 42. YouTubeMonday, March 5, 2012
  43. 43. KloutMonday, March 5, 2012
  44. 44. DemographicsMonday, March 5, 2012Demographics. What demographics does accessible related information attract? From our page weʼve gained information about our target consumers.Top 5 locations:Gender of users in these locations: 67% Male to 32% Female. 1% unknownAge: 30% between 18 -3426% 25-34
  45. 45. Monday, March 5, 2012Great Example of an organization doing it right: Flex Watches.Flex watches is an organization with a goal to raise awareness toward organizations and charities in the most mainstream manner.Selling attractive watches. They sell 10 different color watches. each color represents a different charity / organization. 10 % of profits go tocharity. Sales are 100% centered around support of charity.Flex Watches uses Social Media Heavily
  46. 46. Monday, March 5, 2012The Social Channels around Flex Watches are right on point. One example: The photo contest campaignsHere they are engaging users and Connecting users with external partners as well as overall causes.
  47. 47. Monday, March 5, 2012Motivating people to connect and share their feedback by posting personal photos of themselves with their Flex Watches.
  48. 48. Monday, March 5, 2012Measure: Of the x amount of photo contributions they receive they choose the top 3 andreward those people. spreading the message far and wide.
  49. 49. Monday, March 5, 2012Another great example in the same space: IBM Accessibility Facebook Expert Hour. InviteExperts around an accessibility related topic to discuss with facebook “fans” for an hour. Highengagement rate.
  50. 50. *Tweet #CSUNSocial w/Questions* Getting StartedMonday, March 5, 2012
  51. 51. Monday, March 5, 2012Research social media channels and find out which one(s) is best for you. Twitter, Facebook, Google+, YouTube, etc. Commit to it and make it a priority. Itʼs going to be hard at first, butstick in there because soon enough it will pay off.
  52. 52. Connect with Others Players in the FieldMonday, March 5, 2012Share content Form relationships
  53. 53. Make Friends NOT CustomersMonday, March 5, 2012Be the friend that brings a lot to the table.Ask questions. Write posts that encourage engagementTalk about your efforts but donʼt try to sell them.Only brag when you have reason to.Quality over quantity. Focus on quality of friendship not quantity. Quantity will come after quality.
  54. 54. THANK YOU • Facebook: /YahooAccessibility • Twitter: @YahooAccess • Blog: • YouTube: /YahooAccessibility • Flickr: /YAccessLabMonday, March 5, 2012