australian national digital inclusion summit 17 august 2011
DESCRIPTION
A presentation prepared to support my Skype input into the Australian Digital Inclusion Summit 17 August 2011TRANSCRIPT
Section Divider: Heading intro here.
UK online centres: helping people benefit from the internet
Helen Milner, 17 August 2011
In the UK: the divide between the online and the offline is deepening
Percentage population use of the internet
Source: ONS 2010
UK online centres users lives – before and after
0%
20%
40%
60%
80%
100%
I do not feel concerned about my levels of qualifications ,training or skills
n=75
I do not feel concerned about my work position
n=51
I do not feel concerned aboutmy health
n=75
I felt part of my local community
I communicated as much as I would have liked
with my family
I communicated as muchas I would like to with friends
"Yes" Before "Yes" After
“Does the internet improve lives?” Freshminds April, 2009
Communicate more
Feel more connected to local community
Feel less concernedabout skills, workand health
If all UK digitally excluded adults got online and made one digital contact each month, this would save the UK Government £900 million per year
PwC & Martha Lane Fox
www.raceonline.org/research
October 2009
Getting more people onlineBarriers remain the same in 2009 as in 2007
Access: 38%
Skills & Confidence:20%
Motivation:34%
Freshminds & UK online centres: 2007 and 2009
UK online centres: the history
› In 2000 concept of an internet access place on every street corner, always lived in education alongside skills agenda
› Initially as a capital investment – ‘Build it and they will come’
› Also offered organisations to join as ‘branded’ centres with no funding just to be part of network
› 2006 resurrected and the rebirth of digital inclusion, new close link to digital government
› Works closely with government› 2009 supported appointed of UK Digital Champion
Access: 3,800 active centresNot owned, managed or funded by us3800 community partners, covering 84% of England’s most deprived areas. Locations include: • Community centres• Social Housing, Sheltered Housing & Care Homes• Libraries• Job Centres & Job Clubs• Shops, pubs, farms• Surestart centres, schools• Mosques, churches, temples, church halls• Homeless shelters & Women’s Hostels• Post Offices• Citizens Advice Bureaux• Council Offices
UK online centres: the national organisation
› Government funded organisation leading, coordinating and supporting a national network
› Provide:– Some grants to c. 1000 centres & outreach
activity p.a.– National campaigns and support local events– A learning website for people new to the
internet– Training and grants to train volunteers– National partnerships
Half way to 1m new people online (between April 2010 and March 2013)
› 500,000 new people got online and registered with UK online centres between April 2010 and July 2011
› 82% of these people are socially excluded› There are 3,800 active centres
– This is within a much bigger database of over 6,000 centres including all public libraries
Online centre search and free phone number search (one database for UK)
Motivation: For example, Get online week
› Annual event for 4 years
› 50,000 people got online in 2007- 2009
› 90,000 got online in 2010
› Mass publicity (newspapers, television, radio interviews, corp partner links, blogs, social media) – 2010 BBC partner trailers
› Mass coordinated marketing packs – locally delivered
› Local events – over 1500 events in 2010
www.go-on.co.uk > Skills: our learning website
UK Digital Champion
› Martha Lane Fox appointed June 2009 and again by new Government in June 2010
› Critical role in advising Government on digital issues – getting people online, driving digital Government, digital by default
› Brings in big national partners and small local partners to deliver alongside each other
› Driving campaigning and leading PR to get people online
› Growing 100,000+ individuals to get people online as Digital Champions
If I did it again, I would:
› Realise the value of small, local, often voluntary and community organisations– the brand and online centre search has value– centres say they feel a sense of belonging to
something bigger
› Volunteers – toolkits, and recognition› Marketing – national PR with local toolkits and
branded collateral› Network Coordinators – a good CRM with
frequent friendly and knowledgeable contact› Collaborate at the national level on joint agendas
Thank You
www.twitter.com/helenmilner
www.ukonlinecentres.com
www.slideshare.net/helenmilner