get online week a How to guide

1. Empowering a digital europe • Empowering a digital Europe • GET ONLINE WEEK get online weeka Howto guide Laurentiu bunescu Telecentre-europeaisbl

2. WhatisGET ONLINE WEEK • Every week the European telecentres operating in learning centres, libraries, and schools change the lives of so many people and demonstrate why they are at the frontline of digital empowerment and inclusion. • During Get online week (a European-wide campaign), telecentres highlight the essential role ICT skills play in today’s society. By doing so, they are raising awareness and bring support to communities, enabling people to fully benefit of the online world of opportunities. • Get online week has been organized four times in a row already by Telecentre-Europe between 2010 and 2013, involving thousands of telecentres and partners, and also reaching hundreds of thousands of Europeans. • DIGITAL EMPOWERMENT CAMPAIGN • Empowering a digital Europe • GET ONLINE WEEK

3. WHYGET ONLINE WEEK • By organizing campaigns like Get online week, telecentre networks can address some of the key problems in their regions, and accomplish several major achievements. • In the following slides, Telecentre-Europe would like to focus on three major benefits for your network, exemplifying them with European experiences: • RAISING YOUR NETWORK PROFILE • RAISING AWARENESS ON KEY PROBLEMS IN YOUR REGION • INCREASING SUSTAINABILITY OF YOUR NETWORK • RAISINGYOUR PROFILE • Empowering a digital Europe • GET ONLINE WEEK

4. WHY GET ONLINE WEEK • 1. RAISING YOUR NETWORK PROFILE • A campaign like Get online week is meant to attract attention on the existence of your network and on the issues addressed by your member telecentres, by highlighting solutions provided. • To make sure that the campaign and your network get maximum visibility, you should use all your communications channels to promote the campaign and attend relevant events in your region. • Get online week 2013 has been launched in a European Commission event in front of a large audience, gathering important stakeholders and media. Through its significant advocacy efforts, Telecentre-Europe is now seen as one of the major digital empowerment actors, and Get online week is one of the strengths that the network relies on when entering in new partnerships. • Get online week is seen as one of the major European initiatives on digital skills, being recognized, mentioned and supported by the European Commission, ICT industry and other stakeholders. • Empowering a digital Europe • GET ONLINE WEEK

5. WHY GET ONLINE WEEK • 2. RAISING AWARENESS ON KEY PROBLEMS IN YOUR REGION • Get online week campaign is a campaign that raises awareness on issues related to digital skills and jobs. Telecentres in Europe have shifted their focus from digital inclusion only to digital empowerment, and the campaign is the perfect environment to demonstrate this next level of telecentre involvement. • To assure a high impact of your campaign, you should exploit the region’s context and focus on current problems that are on your agenda but also on the agenda of governments and industry, or other organizations with high potential to become stakeholders in your campaign. • Get online week addressed in 2013 the recognized shortage of ICT professionals and the gap between existing jobs and education curriculums. This happened in the context of a large European initiative called the Grand Coalition for Digital Jobs, bringing together the major digital empowerment actors to fight one issue. • Even if the problems are complex, try to project a clear message and some tangible outcomes by focusing on telecentres’ contribution to fixing a problem. • Empowering a digital Europe • GET ONLINE WEEK

6. WHY GET ONLINE WEEK • 3. INCREASING SUSTAINABILITY OF YOUR NETWORK • Campaigns should be perfect opportunities for telecentre networks to get financial or in-kind support, and to build new relationships with supporters and stakeholders. • Get online week managed to bring together three large ICT and media industry representatives that formed together the Get online week Alliance. • Telecentre-Europe invited the Alliance to play an active role in campaign activities in order to improve the reach of the campaign, but also to enable supporters to feel they’re part of the campaign. • GOW Alliance fully covered the financial support required to run the campaign and more than that, having a strong and trustful alliance of supporters, got Telecentre-Europe in a better position to negotiate further partnerships related to other projects and initiatives. • Empowering a digital Europe • GET ONLINE WEEK ?

7. HOW TO ORGANIZEGET ONLINE WEEK • There are few important elements to consider when planning your campaign. To assemble all pieces of the puzzle, you will need to think fresh and out of the box from the very beginning. • CONCEPT AND MESSAGE • IMPLEMENTATION STRUCTURE • COMMUNICATIONS PLAN • STAKEHOLDERS AND SUPPORTERS • FUNDRAISING • Please see in the next slides Telecentre-Europe’s experience with Get online week, tested and verified during the four Get online weeks. • PARTNERSARE VITAL and so is the (SIMPLE) MEssage • Empowering a digital Europe • GET ONLINE WEEK

8. HOW TO ORGANIZEGET ONLINE WEEK • Is there a recognized problem affecting your region that can be solved through ICT? Get your partners around the table, find a solution that telecentres can implement, and build your message. • Message needs to be SIMPLE. Remember that a campaign involves many telecentres, reach a lot of people and stakeholders, therefore you need to transmit clear, that can be communicated and comprehended by everyone. Keep your campaign concept concise and focus it on the strengths of your network, by explaining the campaign purposes and estimated outcomes. • Telecentre-Europe started Get online week with a straightforward message: • The campaign will bring online people that haven’t ever used the internet before. • 1. CONCEPT AND MEssage • Empowering a digital Europe • GET ONLINE WEEK PROBLEM Recognized, wide-spread in the region SOLUTION By telecentres through ICT MESSAGE / CONCEPT Straightforward, concise

9. HOW TO ORGANIZEGET ONLINE WEEK • While planning the campaign you need to setup a structure that will help you implementing the campaign. If you have a regional network of telecentres, this will facilitate the implementation. • Telecentre-Europe invited its member organizations to become national partners of the campaign. The national partners were responsible of creating and managing national partnerships and to implement campaign activities through their own networks of community telecentres. • Therefore, we had three layers in the implementation structure, as presented in the graphics on the right, each of them with responsibilities and benefits well defined and agreed. • 2. IMPLEMENTATION STRUCTURE • Empowering a digital Europe • GET ONLINE WEEK

10. HOW TO ORGANIZEGET ONLINE WEEK • Most of the communications for the campaign will be managed online. You need to plan this carefully to make sure that your message reaches the wanted targets and it’s well spread. • Your websites, newsletters and social media channels will reach national partners, telecentres and stakeholders. • Your presence in stakeholders communications channels will spread even further the message, along with presence in various relevant events organized in your region. • Your press releases and media coverage will most likely get the message to the final user, the people that will be helped through campaign activities. Make sure you put some effort in helping your national partners in dealing with local media as well. • 3. COMMUNICATIONS PLAN • Empowering a digital Europe • GET ONLINE WEEK

11. HOW TO ORGANIZEGET ONLINE WEEK • Financial and in-kind support for your campaign can be fostered through a multi-stakeholder partnership, involving public authorities, governments, ICT industry and funding structures. Look for those funders that share common goals, that are already investing in the ICT skills. • To assure the required support, you will need to engage various stakeholders in different phases of the planning and implementation. You will need to think about the profiles of organizations and invite them to contribute with their expertise and know-how towards reaching the expected outcomes. • Telecentre-Europe formed the Get online week Alliance with Accenture, Liberty Global and Microsoft, but was also supported by the European Commission and other digital empowerment actors in Europe. • 4. STAKEHOLDERS AND SUPPORTERS • Empowering a digital Europe • GET ONLINE WEEK

12. HOW TO ORGANIZEGET ONLINE WEEK • Looking back at the previous slide, you’ll see that ICT industry can play a major role in the financial support you need to run such a campaign. Telecentre-Europe managed to get together three large ICT companies, but you actually need to start with just one. • The campaign offers a perfect opportunity to engage with an active ICT company in your region, that has a strong CSR strategy. • Check their CSR strategy to understand their aims, learn who to contact, and what would be the main trigger for them to get involved. If you manage to build a relationship with one company, the trust and support from them will help you build relationships with other companies as well. • Telecentre-Europe and Microsoft have been working together in a long-lasting partnership, and this has helped GOW to get new supporters from the ICT industry. • 4. FUNDRAISING • Empowering a digital Europe • GET ONLINE WEEK

13. WHAT YOU NEED FORGET ONLINE WEEK • Think smart about your resources and exploit what you already have / do. Your aim is to maximize resources of your network through the campaign , by an efficient planning of your investment. • Where possible, use stakeholders capacities to help with volunteers, promotional materials, incentives for your partners / telecentres, visibility in events, etc. • By creating and distributing guides to national partners and community telecentres, you will earn time that could otherwise be spent to assist them. Use that precious earned time to communicate the outcomes of the campaign, or to keep your website updated. • An online counter is a good solution to mobilize telecentres in order to assess impact and register their participants, but you will have to identify a reliable technical solution for counter to work smoothly. • SMART USE OF YOUR RESOURCES • Empowering a digital Europe • GET ONLINE WEEK WEBSITE TOOLS GUIDES COUNTER

14. WHAT YOU NEED FORGET ONLINE WEEK • The website is extremely important and that is why you have to keep it simple, accessible and updated. It might be the first thing that people see when they search for your campaign’s name, and the first impression is important for everyone. • Make sure the website is dynamic, interactive and has a content management system that allows you to update information easily and rapidly. • Telecentre-Europe opted for a highly customizable Wordpress website theme, that has reduced costs with web-development and maintenance. • It is also important to make sure you have a reliable web-hosting, where you can host a large quantity of information coming from your partners. • Updates on activities from the grassroots are the one demonstrating how cool and effective your campaign is, so highlight these examples on the first page, if possible. • WEBSITE • Empowering a digital Europe • GET ONLINE WEEK

15. WHAT YOU NEED FORGET ONLINE WEEK • You can help your partners and telecentres by explaining them what roles they have during the campaign, what expectations you have from each, and what activities / tools they could promote. • Telecentre-Europe provided guides to its national partners and further on the chain to the community telecentres. Guides explained the campaign aims, main themes and expected outcomes. In addition, we have suggested various tools that can be helpful in their activities. • A full section was dedicated to community support and promotion, with some tips on how to build local partnerships and to advocate for the campaign cause. • The online counter has been explained as well, along with the technical information on how to set it up on their websites. • GUIDES • Empowering a digital Europe • GET ONLINE WEEK

16. WHAT YOU NEED FORGET ONLINE WEEK • Even if it’s better to allow flexibility in using tools during the campaign for your partners, it is also advisable to suggest some ready-to-use tools. • Telecentre-Europe suggested a number of tools for digital inclusion, employment, eSkills assessment, ICT certification, etc. Based on our suggestions, partners then came up with their own tools, and the community telecentres ended up with a wide range of options for their activities. • Look inside your network for tools already developed and already tested, that can be scaled up or used as examples. There are lots of hidden treasures that you will discover along the way. Same applies for tools of your stakeholders or supporters, and they will be happy to get an extra-help with dissemination of those tools. • TOOLS • Empowering a digital Europe • GET ONLINE WEEK

17. WHAT YOU NEED FORGET ONLINE WEEK • The Employment Toolkit enables end users to develop ICT skills, a ‘learning to learn’ attitude, a sense of initiative, as well as interpersonal and social skills. By going through the workshops and working in a group, end users will improve their competencies. • The toolkit is intended for telecentre users. Although end users can access it independently, they will get more out of the resources when learning in a group led by a facilitator or teacher. • The Guidelines for Stakeholders and New Actors will provide you with an overview of the Online Employment Toolkit. The Guidelines describe the goals, methodological approach and innovative features of the Toolkit, as well as providing information on how the Toolkit can be used by your main stakeholders - Online Centres, Employment Agencies, Adult Education Centres and others. • SPOTLIGHT ON THE EMPLOYMENT TOOLKIT • Empowering a digital Europe • GET ONLINE WEEK

18. WHAT YOU NEED FORGET ONLINE WEEK • Telecentre-Europe provided to all its national partners a mini-survey tool to measure participation during the Get Online Week 2013 campaign (people reached). • The tool enabled online live display of participants from each country, as well as analysing statistical data of participants by country. Each national partner had direct access to the database of entries in their own countries. • They also had access to translate the mini-survey and the counter information in their own languages, in order to allow as many people as possible to register through this tool. • A counter can boost participation in your campaign for the simple fact that it crates a competition between your national partners, where each will dedicate more resources to be the first country in the region. • COUNTER • Empowering a digital Europe • GET ONLINE WEEK

19. VITAL TIPS FOR ASUCCESSFUL CAMPAIGN • Identify a region wide-spread recognized problem that can be solved through ICT • Create a simple message for your campaign based on the solution of your network of telecentres • Create an implementation structure (national partners, telecentres) • Bring together to the same table stakeholders to get support and visibility • Put some extensive effort in communications and promotion (website, media, events, etc) • CHECKLIST • Empowering a digital Europe • GET ONLINE WEEK Create guides, suggest tools and assist your partners with campaign activities Assess your campaign impact by using an online application that counts participants Highlight outcomes of your partners in a campaign final report to capture the wide range of activities taking place in the entire region Organize an incentives scheme for your most active partners, to motivate them to achieve best results

20. Thankyou • Empowering a digital Europe • GET ONLINE WEEK laurentiu.bunescu@telecentre-europe.org www.getonlineweek.eu