Note: This is an unapproved draft and it should not be referenced or quoted under any circumstances.
[Draft] March 2011 Promotion
Last updated $Date: 2011/03/04 00:19:27 $
Quickies
Some things we can do easily:
- Set up bit.ly links to documents we want to highlight and encourage people to tweet them
- Send e-mail something like:
I'm looking forward to seeing you at [conference]! Hey, WAI has a some specific messages that we're wanting to get out in March. Would you help spread the word? Here's the scoop:
* WAI has *lots* of new resources you probably don't even know about. Check out the new WAI site navigation or www.w3.org/WAI/yourWAI !
* Will you help with WAI work? WAI is looking for Working Groups participants. Check out http://www.w3.org/WAI/participation then call Shawn Henry at +1-617-395-7664 to learn more.
* [maybe third message here - but maybe just those two?]
For more info, see www.w3.org/WAI/@@201103promo There you'll find things like bit.ly links for new and newly-popular resources (to help with consistency in tweets, blogs, and such).
Thanks for your help spreading the word on WAI's new and upcoming work! ...
From Sandi
WAI Promotional Activity March 2011
With SXSW and CSUN [WritersUA, e-accessibility, and other conferences] around the corner, there is an opportunity for EOWG to raise awareness about both existing and new resources available on the WAI website.
As the needs of the distinct target audiences that WAI would like to reach are wide and varied, creating generic promotional materials will dilute the messaging to the point where it will be accurate at a very high level, but not effective. In order for the necessary calls to action to be effective, they must be appropriately targeted.
With the current time and resource constraints, we would like to explore the possibility of doing peer to peer outreach during the conferences - on a one to one and a one to many basis - and would like to create a "toolkit" for those participating, which will contain the key messaging for each target group, the agreed methods of delivery and the protocols for delivering messaging appropriately.
What we need to do
In the first instance, we need to identify and categorise the different target audience groups and determine what the objectives of the outreach activity are for each group.
Audiences already identified
We have already identified several different audience groups, but need to further group these in such a way that we can easily signpost people to the relevant resources without shoehorning them into content areas that prevent them from "impulse buying".
Although we can classify WAI content in terms of suitability for each group, individuals' skills, knowledge and expertise will be determining factors in the breadth and depth of content they want to access.
As awareness raising activity serves to peak interest, rather than provide solutions to predefined problems, creating a maximum of 6 categories and signposting to content based on the shared interests and level of expertise within each group will provide the best outcomes.
As a first stab, we have created the following categories for the already identified prospective users.
Web Design & Development
- Web Designers
- Web Developers
- Content Creators
- Web Application Designers
- Web Application Developers
- Web Application Authors
- Students
User Agent Development
- Browser Vendors
- Browser Extension Developers
- Media Player Software Providers
- Assistive Technology Manufacturers
Authoring Tool Development
- Web Authoring Tool Designers
- Web Authoring Developers
Website Owners & Managers
- Business Owners
- Website Managers
- Marketers
- Copywriters
Advocates & Educators
- Policymakers
- Researchers
- Educators
- CSR Staff
- Third Sector Organisations lobbying Government
End Users
- Disabled Users
- Third Sector Organisations supporting Disabled Users
- Older Users
- Socially Disadvantaged Users
- Students
Identifying & segmenting WAI content by group and skill level
We will need to agree the top three key resources for each group based on their level of expertise.
Web Design & Build
- Entry Level
- Intermediate Level
- Advanced Level
User Agent Development
- Entry Level
- Intermediate Level
- Advanced Level
Authoring Tool Development
- Entry Level
- Intermediate Level
- Advanced Level
Website Owners & Managers
- Entry Level
- Intermediate Level
- Advanced Level
Advocates & Educators
- Entry Level
- Intermediate Level
- Advanced Level
End Users
- Entry Level
- Intermediate Level
- Advanced Level
Messaging
We will then need to create key messaging for each level within the groups by creating the key messaging for the group overall and then tweaking it based on level.
Once we have segmented the audiences, we will need to have a brainstorm to determine the content of the messaging for Sandi to create the first passes for EOWG review.
Channels
Taking a two pronged approach will yield the best results: we can control messaging delivered through social media channels, such as Twitter, LinkedIn or Blogs, but cannot predetermine the exact nature of face to face activities and will need to have the tools available to be dynamic and responsive.
Face to Face
Opportunities will be available for speakers to interact with their audiences during Q & A and during the conferences in general and both speakers and attendees will be able to seek out networking opportunities where awareness raising will be welcomed.
At CSUN, the entire conference is a captive audience and the expectation will be for those doing outreach to have a good knowledge of the resources available, as the expectation will be that people will ask specific questions.
Whereas at SXSW, although there will be accessibility folk about, as it is a mainstream conference, seeking out opportunities to engage with people who may not be accessibility practitioners, but who work in a complimentary discipline, such as Usability or User Experience would be ideal. However, we need to be aware of which buttons to press and know which approaches are best - business case, ethical, legal, etc.
Social Media
We will need to determine which social media channels are available under WAI governance and then create messaging and a timetable for delivery. We can create the core content in advance and then determine what additional work is required in order to be responsive to needs identified as each conference progresses.
Ideally, the bulk of the predefined social media output can be managed by those not attending the conferences and then dynamic content can be either created by those attending or briefed into those not attending, dependant on time constraints.