nominet: bridging the digital divide€¦ · nominet: bridging the digital divide neil dagger...
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Nominet:Bridgingthedigitaldivide
NeilDaggerSeniorProductMarke0ngManager,Nominet
Webelievetheinternetisapowerfulforceforsocialandeconomicgood,andwemakeitourbusinesstomaximiseitsposi:veimpact
SINCE1996WE’VEMANAGEDTHEUK’SOFFICIALCOUNTRY-CODEDOMAIN
WELAUNCHEDOURAWARD-WINNINGDISPUTERESOLUTIONSERVICE
THENOMINETTRUSTWASCREATED:THECHARITABLEARMOFNOMINET
1996
2001
2008
SECURITY:BUILDINGASAFERINTERNETWesafeguardtheinternetbyprovidingaresilient.UKdomain.Weworkwithregistrars,lawenforcement,interna0onalinternetcommuni0esandsupportconsumersafetyini0a0ves
.UKREGISTRY:SUPPORTINGTHEDIGITALECONOMY3mbusinessesandmillionsmoreconsumersrelyonourdomainregistryservices
WEAREANINTERNATIONALINTERNETCOMPANYDELIVERINGPUBLICBENEFIT
Nominet:Bridgingthedigitaldivide
“ThemostdigitallymatureSMEsareathirdmorelikelytoreportanincreaseinturnoverinthepasttwoyearsthanlowdigitallymatureSMEs”
Nominet:Bridgingthedigitaldivide3
LLOYDSBANKUKBUSINESSDIGITALINDEX2015
53%ofthe5m+UKSMEsnowhaveawebsite
Nominet:Bridgingthedigitaldivide4
• 89%ofhouseholdsinGreatBritain(23.7m)haveinternetaccess*
• In2016,77%ofUKadultsboughtgoodsorservicesonline*• 94%ofUKinternetuserssearchonlinetofindlocalbusinesses**
• 7in10consumerswhensearchingonlineprefertoclickfirstona.ukwebsite***
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*OfficeforNa:onalSta:s:cs,August2016**Theconnectedconsumersurvey2016
***InsightEngineers2016
CustomersarelookingforbusinessesonlineIfabusinessisnotvisibleonlineit’stheircompe[torthatgetsfound
TheDigitalDivide
But47%ofSMEss[lldonothaveawebsite
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SocialMediarequiresdigitalskillsbutisnotthewholestoryButIhaveaFacebookpage–amIonline?
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Themosttrustedcompanieshavesocialmedia,awebsiteanduseaprofessionalemailaddressfortheirbusiness
Q10-Ifyouwerelookingtobuyproductsorservices,pleaseratetheleveloftrustyouwouldputinabusinessthat...(BASE:Allrespondentsn=1000)
[CELLRANGE][XVALUE]%
[CELLRANGE][XVALUE]%
[CELLRANGE][XVALUE]%
[CELLRANGE][XVALUE]%
[CELLRANGE][XVALUE]%
0 100
WouldNotTrustAtAll
WouldTrustCompletely
Trustincompaniesbasedontheirdegreeofonlinepresence
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Ourapproach
• SegmentoverlaidwithDigitalMaturityIndex
• Iden[fySME/micro-businesssectorswith‘digitalstarters’
• Createmarke0ngstreams:startups,mumpreneurs,andselectedbusinesssectors
• Educate&informwithawarenesscampaignshighligh0ngbenefitsofdigital–YouarebeOeroffonline
• Supportwithpromo0onalofferstoencourageinves0ga0on&trial
• Partnerwithenerge0clocal/regionalnetworks
Sectorswithlargenumberofsmallbusinesses
Addressablethroughourmarketingchannels
Withcleardigitalbenefitspotential
Nominet:Bridgingthedigitaldivide
OurMission:GettheUKOnline:Simplifythedigitalopportunityandbridgethedigitaldivide
Throughaprogrammeofeduca:on,support,partneringandjustmakingiteasyWewouldwelcometheopportunitytoworkwithyou
CaseStudyBacon&WebCafe
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Thenewshorterdomainforeveryone.
Nominet:Bridgingthedigitaldivide
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Bacon&WebCaféPRCampaign
• Nominetresearchsurveyed2000tradespeople
• Over34%hadnowebsite(represen0ngover330kbusinessesna0onally)
• Over7outof10recognisedthevalueofaprofessionalemail(egcompanyname.uk)
• Brokendownregionallyandbytrade,publishedonwww.tradebeieronline.uk
• Averageearninglevelsroseby£16,500p.adirectlyasaresultofsejnguptheirsite
• Tradespeoplereceivedanaddi0onal21newbusinessleadsp.a.fromtheirwebsite
“Igetmorejobleads” “Thebudgetsformyjobshaveincreased”
“Ithasopenedupanewclient-base”
“Wesharepicturesofpreviousjobsonthesite”
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“Customerssaytheytrustusmore”
“Igetjobleadsfromfurtheraway”
Comeinandgetyoursitebuilt
www.tradebeieronline.uk
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Researchalsorevealedperceivedbarrierstobeingonline
Typicalreasonstradespeoplepointedto:• Idon’tneedanonlinepresence,Igetenoughbusinessalready• Ifindtheideadaun0ng–Ihavenotechnicalexper0se• Idon’tknowwheretogoforhelp• HowdoIstart?• Isn’titreallyexpensive?• Itwilltakealotof0me
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Weareworkinghardatdispellingthesemyths…andansweringtheseques[ons
Helpingraisetheprofileofthedigitalopportunity
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Thegoodnewsisrevealedinfutureintent-1in5Tradespeopleand40%ofSMEsintendtosetupawebsite/increasedigitalskillsinthenextyear
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Whatelsearewedoingtobridgethedigitaldivide?
• Runningcampaignstoraiseawarenessofthebenefitsofdigital• Partneringwithregionalexper0seandlocalini0a0vesegLEPs,GrowthHubs
• Partneringwithna0onalpublicbenefitenterprisesegDoItDigital,MNC
• WorkingwithcompanieslikeFSBandMicroson
• Crea0ngfreeadviceguides-availableson/hard
• Specialpromo0onalofferstomakeiteasy
WewanttoworktosupportYOUGetintouch,[email protected]
Nominet:Bridgingthedigitaldivide
SEOguideandCybersec0pscomingsoon….