Presentation 19 June, talking about Local + Technology + Scale and how to apply it to my thinking on whole organisational digital strategies. Directed at Housing providers, but applicable to any organisational digital strategy.
Our community partners. Those partners are working in the heart of their communities – in pubs, community centres, cafes, churches, libraries, mosques, buses, even in a barn.
Comparison of the percentage of the population who use the web everyday and those who have never used the internet
Just looking at non-users doesn’t give us the full picture – also interested in first gen and next gen internet users.
Average next generation user is an employed person over the age of 35
Happens at the most local level – in the heart of communities, most of which are very disadvantaged. In thousands and thousands of local communities. Technology is our enabler – it’s not just about learning how to use it, it’s also the way in which all our products and services are delivered, consistently and conveniently. And we’ve scaled it – scaled it to reach 1m people who needed help to become confident and independent internet users.
I’m clear that my role is to make sure we put the right tools and the right support in place – we just do this …. (This is our new Making Money Work course – as was discussed yesterday there’s a clear link between financial and digital exclusion.)
Trusted, friendly, patient people who tirelessly help others get more out of life online
Social Housing: towards a digital strategy
Towards a digital strategy19 June 2012 Helen Milner CEO - Online Centres Foundation slideshare.net/helenmilner
UK online centres: a national organisationGovernment funded organisation leading, coordinatingand supporting a national network of 4,300 venuesWe provide: • A learning website for people new to the internet • A web-searchable database of 4,300 community venues, available as an API and widget • National campaigns and support to local events • Training webinars/grants for volunteers & staff • Some grants to c. 500 centres & outreach activity • National partnerships with media and others
Pubs A barnCommunity centres and events Cafes … and churches, libraries, mosques, youth groups, mobile3,800 Community Partners + 500 Access Points
The internet makes you happier than moneyThe BCS research found that: ‘IT has a direct positive impact on life satisfaction, even when controlling for income and other factors known to be important in determining well-being’ Source: The Information Dividend: Why IT makes you ‘happier’, BCS, The Chartered Institute for IT by Trajectory Partnership, September 2010
Everyday use is exploding: a bigger divide Percentage UK population use of the internet Source: ONS up to Q3 2011
Internet Users in 2011 All users Next gen user First gen user Ex-user Non-user 100 80 73% of the population 67 60 59 54 40 40 32 35 28 20 13 23 06 5 5 2003 2005 2007 2009 2011 OxIS 2003: N=2,029; OxIS 2005: N=2,185; OxIS 2007: N=2,350; OxIS 2009: N=2,013; OxIS 2011: N=2,057
Next Generation Users• Use at least two internet applications on their smartphone (eg email and weather)And,• Own at least two of the following devices: tablet; reader; or three or more computers
Average nextNext Generation Users by Lifestage generation user is employed 35+ Next generation users First generation users 100 91 80% of current users 60 60 52 51 48 49 40 40 20 9 0 Students Employed Retired UnemployedCurrent users. OxIS 2011: N=1,498
Offline & OnlineFirst generation & Next generation Nevers (8.2m) & Littles (14.5m)No/Narrow use ‘A Bigger Life’ Goal is to grow confident and independent internet users
88% people feel more confident79% think they are more independent after they have got help to use the internet UK online centres progression survey Oct – Dec 2011
The question is not how can we use technology …..… it’s what do we want to achieveand how can technology help us to achieve it?
Digital is a change programme not a technology project
A Digital Strategy• Working with over 15 different housing providers, this is what I’ve learnt: • Why? • Who? • What? • How?
Social good Why? Save money Service improvement Staff Satisfaction
Who? Your key audiences...?Everyone in [x Job Older Parents of place/estate] seekers residents school age children
What?Set clear objectives, before defining the detail of the HowSocial good Eg Reduce isolation for elderly residents Save money Eg Save £1m of costs by 2014 Service improvement Eg Improve customer satisfactionStaff Satisfaction Eg Improve staff satisfaction by 5%
And, LASTLY the How?• Change programme: so how will you involve all staff?• How will tenants be involved?• And how will you measure the success of your digital strategy?
And, LASTLY the How?Motivation: • How will residents find out about your programme? • How will Tenants & Residents Associations be involved? • How will your Communications Team embed this into their work? • Are there national campaigns you can join in with (eg Get Online Week, October 2012)? • Role of social media?
And, LASTLY the How?Skills & Confidence: • How will you support people to not just get online but to develop and deepen their digital skills? • Will you support all your residents yourselves or will you partner with others: local UK online centres, local employers’ volunteer staff days, the local Volunteer Centre, etc? • Who will be your Digital Champions? How will you train them and set their expectations?
And, LASTLY the How?Access (the technology bit): • In the home? • In community venues on your estates? • Both? • Outreach using laptops or tablets? • Wireless? Wired? WMAX? Mobile broadband? Smart phones? • Paid by you? Subsidised by you? Paid by residents?