A HOW TO GUIDE

premiumlexicographerInternet και Εφαρμογές Web

8 Δεκ 2013 (πριν από 3 χρόνια και 6 μήνες)

52 εμφανίσεις

GET

ONLINE
WEEK

A
HOW

TO

GUIDE

LAURENTIU
BUNESCU

TELECENTRE
-
EUROPE

AISBL

EMPOWERING A DIGITAL
EUROPE

Empowering a digital Europe

GET ONLINE WEEK

WHAT

IS


GET 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

WHY

GET 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
:


1.
RAISING

YOUR

NETWORK

PROFILE

2.
RAISING

AWARENESS

ON

KEY

PROBLEMS

IN

YOUR

REGION

3.
INCREASING

SUSTAINABILITY

OF

YOUR

NETWORK





RAISING

YOUR PROFILE

Empowering a digital Europe

GET ONLINE WEEK

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

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

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

?

HOW TO ORGANIZE

GET 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
.



1.
CONCEPT

AND

MESSAGE


2.
IMPLEMENTATION

STRUCTURE

3.
COMMUNICATIONS

PLAN

4.
STAKEHOLDERS

AND

SUPPORTERS

5.
FUNDRAISING


Please

see

in

the

next

slides

Telecentre
-
Europe’s

experience

with

Get

online

week,

tested

and

verified

during

the

four

Get

online

weeks
.



PARTNERS

ARE VITAL AND SO IS THE (SIMPLE)
MESSAGE


Empowering a digital Europe

GET ONLINE WEEK

HOW TO ORGANIZE

GET 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

HOW TO ORGANIZE

GET 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

TELECENTRES

NATIONAL
PARTNERS

TELECENTRE
EUROPE

PROJECT
TEAM

HOW TO ORGANIZE

GET 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

HOW TO ORGANIZE

GET 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

HOW TO ORGANIZE

GET 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

WHAT YOU NEED FOR

GET 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

GUIDES

TOOLS

COUNTER

WHAT YOU NEED FOR

GET 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

WHAT YOU NEED FOR

GET 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

WHAT YOU NEED FOR

GET 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

WHAT YOU NEED FOR

GET 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

WHAT YOU NEED FOR

GET 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



VITAL TIPS
FOR A

SUCCESSFUL
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


THANK

YOU

laurentiu.bunescu@telecentre
-
europe.org

www.getonlineweek.eu

Empowering a digital Europe

GET ONLINE WEEK