Nat Fed Comms and Marketing Conference - Engaging with Tenants

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This is the presentation I gave on 7-Mar-13 at the National Federation of Housing's Marketing and Communications Conference - please contact me if you have any questions or comments.

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  • Nat Fed Comms and Marketing Conference - Engaging with Tenants

    1. 1. Section Divider: Heading intro here.National Housing FederationCommunications and Marketing Conference7-Mar-2013[D3] Engaging with tenantsBen BrownHead of Projects, Online Centres Foundation
    2. 2. It’s not about technology, it’s allabout people
    3. 3. 16m adults are not frequent andcompetent internet users, many of whom live in social housing
    4. 4. Many non or infrequent internet users live in social housing
    5. 5. Social Housing: You care about• Social Justice: equality, improving lives• Financial Security: keeping your businesses afloat therefore you need to think about digital inclusion
    6. 6. The prize is worth it...£1.7bn - £1.8bn a yearEstimate savings moving services offline to digital channelsGovernment Digital Strategy, 6 November 2012
    7. 7. The prize is worth it...82% of internet users say they have savedmoney in the last six months by using theinternetwith 46% saying they’ve made significantsavings Source: Ofcom UK Adults’ Media Literacy Report, 2011
    8. 8. Applied to your business: 1,000 people x 2 contacts saved a month = £133,800 a year Costs per Saving if contact (SOCITM shifted online research 2012)Face to face £8.62 £8.47Phone £2.83 £2.68Online £0.15
    9. 9. Comparison before users lives – before and after UK online centres Feel less concerned I do not feel concerned about my levelsand after using the of qualifications, training or skills about skills, work n=75 100%internet and health 80% 60% I do not feel concerned I communicated as much about my work position as I would like to with friends n=51 40% Communicate 20% more 0% I communicated as much I do not feel concerned about as I would have liked my health with my family n=75 Feel more connected to local community I felt part of my local community "Yes" Before "Yes" After “Does the internet improve lives?” Freshminds April, 2009
    10. 10. 5.2 million households in the UK without internet access: Why?• MOTIVATION: 54% said they did not have a connection because they felt they didn’t need one• SKILLS: 22% cited a lack of internet skills• ACCESS: 15% reported equipment costs were too high; 14% said that the cost of connection was too high; < 1% reported a lack of broadband availability in their area as a reason Source: ONS “Internet Access Households & Individuals” 2012
    11. 11. Need action in each of these areas What can be done for free? - signposting, free online resources, volunteers What can be done with partners? - Local UK online centres, JCP, local employers What needs investment to make happen? - Staff to organise volunteers, computers in foyers and common areas, set up a ‘UK online centre’
    12. 12. Understand your audience, tailor your approach ONLINE ONLINE BUT ANDDISENGAGED ENGAGEDValuable critic Champions OFFLINE OFFLINE BUT BUTDISENGAGED ENGAGED Goldmine Early target
    13. 13. “Nobody learns to use the internet so they can pay you online...”
    14. 14. “Nobody learns to use the internet so they can pay you online...”• Reasons • Sending and receiving email (73%), • Researching goods and services • Reading the news. • Social networking site (48%). For those aged between 16 and 24, the percentage was 87%, making social networking the most popular online activity for that age group
    15. 15. “Nobody learns to use the internet so they can pay you online...”Consider:• How does your offer to residents match their expectations?• Do your brand values match the actual experience of yourresidents? (touch points)• Do you put the ‘social’ into social media?
    16. 16. Some inspiration from your peers
    17. 17. Wakefield District Housing• 80 volunteers (employees & tenants) have helped 640+ tenants to get online so far this year• All Board, Executive Management and SMT meetings are now digital through the use of iPads• Top 3 tiers of management use their iPads to support mobile/flexible working, moving towards paperless• Field staff to use tailored mobile apps (by March 2014)• New ‘responsive’ website for any internet-ready device, including mobile phones and games consoles• Wireless WAN (2013), all offices & independent living schemes
    18. 18. Click to watch video
    19. 19. Peabody Trust• Have a cross organisation Digital Strategy led by CEO• UK Online Community Capacity Builders in 2010• All its sheltered schemes have pcs & internet access• 45 trained volunteers (Digital Champions) support learners on a 1-2-1 basis, learning at their own pace and focus on areas of their interest• Formal ICT training programme, branding this Net Worx in 15 locations (20 by March 2013)• Peabody has made a commitment to get 80% of their residents online by March 2013
    20. 20. Peabody’s revenues teamwill deliver roadshowswith its Digivan.Roadshows will targetresidents affected,providing information andsupport.Digital Champions arebeing trained to offersupport with openingbank accounts onlineand searching for jobs.
    21. 21. Family Mosiac• A digital strategy agreed: focuses on Care and Support• 200 connections supporting wi-fi hubs in care & support centres – touching 5,000 service users• Currently asking “how to assess and feedback benefits?”• Next step: More broadband to support issues around DWP and Universal Credit• Real good news stories: a young service user in has created www.livingaloneonline.co.uk• “...there is a huge opportunity to improve lives...”• “...starting small is better than doing nothing..”
    22. 22. Mobile/tablets part of the mix • Breezie – trialed in Barchester Homes, linking older people in care homes with their family via a new tablet interface
    23. 23. Birmingham City Council• Launched new mobile apps, integrated into back end systems so that citizens can access services on the move and provides greater incentives to go online• Universal credit pilot: all new housing tenancy agreements within pilot area will be online using digital logbooks as primary point of contact and will provide the primary route to access benefits• Plan focuses next on telecare and telehealth, and delivering personalized and targeted services
    24. 24. How UK online centres can help
    25. 25. Not owned, managed or funded by usCentre search and free phone number search (one database for UK)
    26. 26. No such thing as a typical centre.All centres do something else (and support digital skills).Most centre partners run outreach sessions in care homes,pubs, clubs, village halls.
    27. 27. www.learnmyway.comwww.learnmyway.com
    28. 28. Supporting Volunteers and Digital Champions Supported and trained over 3,000 volunteers per annum Online “Become a Digital Champion” course “Supporting your community to get online” workshops“We held a Supporting your community workshop at our City Library,We had lots of opportunity to network and gain fresh approaches tovolunteer working – would highly recommend and very much worthorganising for our staff and volunteers " Sarah Graham - Project Officer Newcastle Libraries
    29. 29. Supporting your business Also: Also: --Strategic support Strategic support --Training for staff (webinars Training for staff (webinars and/or face to face) and/or face to face) Contact Contact ben@ukonlinecentres.com ben@ukonlinecentres.com for more info for more infowww.digitalhousinghub.ning.comwww.digitalhousinghub.ning.com
    30. 30. Seven Point Plan1. You will be a digital business in 3 - 5 years - the question is how and how fast2. This is a digital strategy that drives digital inclusion: achieving efficiency and quality for everyone3. Think about your existing headline KPIs and how digital is going to help you to achieve those4. Understand your digitally excluded residents and target them5. This is a change programme not a technology project6. You need action in all three of the main barriers to take- up: Motivation; Skills & Confidence; and Access7. Start quickly - make small changes as soon as you can, and don’t delay. Small actions help big change happen.
    31. 31. It’s not about technology, it’s allabout people
    32. 32. Thank you!ben@ukonlinecentres.com@digihousing on Twitterwww.ukonlinecentres.comwww.learnmyway.comhttp://digitalhousinghub.ning.com/

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