This document discusses developing a digital strategy. It summarizes that a digital strategy should have clear goals around social good, cost savings, and service/staff improvements. It should identify key audiences and objectives before detailing implementation. The "how" of a strategy involves motivating and building skills/confidence through training and access to technology, with an emphasis on involving local partners and people to ensure success.

1. Towards a digital strategy
19 June 2012
Helen Milner
CEO - Online Centres Foundation
slideshare.net/helenmilner

3. UK online centres: a national organisation
Government funded organisation leading, coordinating
and supporting a national network of 4,300 venues
We 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

4. Pubs A barn
Community centres and events
Cafes
… and churches, libraries, mosques, youth groups, mobile
3,800 Community Partners + 500 Access Points

5. A “Bigger Life”

6. The internet makes you happier than
money
The 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

7. Everyday use is exploding: a bigger divide
Percentage UK population use of the internet
Source: ONS up to Q3 2011

8. 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

9. 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

10. Average next
Next 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 Unemployed
Current users. OxIS 2011: N=1,498

11. Offline & Online
First generation & Next generation
Nevers (8.2m) & Littles (14.5m)
No/Narrow use  ‘A Bigger Life’
Goal is to grow confident and
independent internet users

12. 88% people feel more confident
79% think they are more independent
after they have got help to use the
internet
UK online centres progression survey
Oct – Dec 2011

13. The question is not how can we use
technology …..
… it’s what do we want to achieve
and how can technology help us to
achieve it?

14. Such as digitising your services

15. 1m online* for £30m: Saving £157m
*Through UK online centres
1 April 2010 – 17 June 2012
1 April 2010 – 27 April
2012

16. Local
+ Technology
+ Scale

17. Digital is a change programme not
a technology project

19. A Digital Strategy
• Working with over 15 different housing
providers, this is what I’ve learnt:
• Why?
• Who?
• What?
• How?

20. Social good Why?
Save money
Service
improvement
Staff Satisfaction

21. Who? Your key audiences...?
Everyone in [x Job Older Parents of
place/estate] seekers residents school age
children

22. What?
Set clear objectives, before defining the detail of the How
Social good Eg Reduce isolation for elderly
residents
Save money Eg Save £1m of costs by 2014
Service improvement
Eg Improve customer satisfaction
Staff Satisfaction
Eg Improve staff satisfaction by 5%

23. 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?

24. How?

25. 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?

26. 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?

27. 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?

29. th is:
e do
W

30. th is: lots of provisos, beta launch July 2012
we do
.. And
ot final
ft, n
, dra
alfa

31. Local partners do
this:

32. The magic ingredient is PEOPLE

33. Thank You
helen@ukonlinecentres.com
@helenmilner on twitter
Slideshare.net/helenmilner
www.ukonlinecentres.com
www.go-on.co.uk