Considering the economic and social problems that Europe is facing nowadays, the Europe 2020 strategy “emphasizes smart, sustainable and inclusive growth” in order to raise “Europe’s employment rate – more and better jobs, especially for women, young people and older workers.” The GNET project supports and follows the Europe 2020 strategy with a view to improving Europe’s competitiveness and productivity. The project addresses young and older adults exposed to situations of vulnerability (such as social exclusion, poverty or discrimination) due to backgrounds (poverty, disability, low education, ethnic minority or migrant backgrounds).
The project partners have identified three main needs of the target groups that play an important role in the above described context:
- Adult teachers and trainers need to acquire the skills to train their adult students on how to use Social Media in order to find job opportunities and develop their entrepreneurial spirit.
- Adult students need to develop their entrepreneurial spirit and to improve their ICT competences in order to create their own e-enterprises.
- To promote inclusion of adults paying particular attention to adult vulnerable groups, such as adult people, promoting equality between women and men, combating discrimination, promoting tolerance and a high-level of quality and sustainable employment, combating long-term unemployment and fighting against poverty and social exclusion.
The project’s aim is to promote adult learners’ entrepreneurial spirit by using social media and ICT, which enable them to create new e-enterprises. This increases adult learners’ opportunities to participate in a modern, flexible and inclusive labour market.
Within this context the partners of the GNET project has explored these issues and has identified solutions to help young and older people to be inserted in the labor market by establishing effective links between adult schools and the world of work and entrepreneurship.
The use of webinars is very important in the GNET training courses. It is part of the learning/training process. When developing the content of the webinars the following rules have been taken into account:
- The topics have been chosen carefully: target groups’ needs have been considered as well as the length of the subjects in the process of selecting topics. Thus, subjects that can be presented through short presentations have prevailed over subjects that require long explanations.
- Focus on training: Webinars are more valuable when their focus is on training. The GNET webinar is focused on training participants to create an e-enterprise.
- Use the webinar to network. When presenters give their contact details, participants are invited to use them and come up with questions or ideas. Thus, they can expand their networks.
E-CUSTOMER ANALYSIS WEBINAR
The learning objectives of the E-Customer analysis webinar are:
- How to create an e-customer’s profile
- What are the ways in which we can analyse this profile and how this data can help a business succeed
- How we can ethically manage our relationship with our e-customers and why being ethical matters
The webinar gives the definition of the e-customer’s profile: a way of placing e-customers into categories so that they can be grouped for marketing and advertising purposes. It also reviews the main categories that e-customers can be identified by and the necessary steps enterprisers take when creating an e-customer’s profile.
- Demographic: details related to age, city or region of residence, gender, race and ethnicity, and composition of the household.
- Generation: a specific identifiable generation cohort group.
- Geography: the geographical area in which e-customers live and work.
- Geo-demographics: combination of geography and demographics which may cluster into identifiable groups.
- Socioeconomic: household income, educational attainment, occupation, neighborhood, and association memberships.
- Psychographics: lifestyles, life stage, personality, attitudes, opinion, and even voting behavior.
- Brand affinity/ Product usage: product engagement on the basis of their behavior.
- Benefits Sought: the benefits that e-customers look for when they shop for products and services.
The webinar also concentrates on CRM (Electronic customer relationship management), which expands the traditional CRM techniques by integrating new electronic channels (web, wireless and voice technologies) and combines it with e-business applications into the overall enterprise CRM strategy.
The webinar also gives insights into business ethics, which considers the way firms take responsibilities for their pursuit of making profits that affects involved people among stockholders, or stakeholders and the whole society.
The webinar highlights various reasons why ethics matters in business:
- Being ethical would prevent business from reputation and financial loss
- Implementing ethics in business helps the company to promote employees’ motivation, commitment and performance at work
- Business ethics plays an important role in increasing customer trust and satisfaction
- Doing business ethically brings advantages for relationship between suppliers and organisations
- A company would potentially get more interest from investments if they have a good practice of responsible ethics.
The main output of the project is its training package which has been created to meet the target groups’ needs. The training package consists of four webinars and four videos with real case scenarios.
- How to create the digital identity of an E-enterprise (using social media and ICT):
a. What is an e-enterprise (visibility of name, logo, etc)
b. What the website should look like; different tools to create a website (Wix, WordPress, etc)
c. Social media: Facebook, Twitter, LinkedIn, Google Plus
d. Instagram, Flikr, Pinterest
g. Geo-localisation / Google Maps
- How to monitor an e-enterprise:
a. Google Analytics (main focus)
b. Google Alerts
c. SEO management as a tool
d. Web application for statistics (Facebook Analytics, Twitter Analytics, Youtube Analytics, Linkedin Business profile, WordPress analytics)
e. Big data
- E-Customer analysis:
a.Profile of potential customers for our enterprise
b.Tools to analyse e-customers
c.E-customers relation (ethics code)
- Creation of content for e-enterprises:
b.How to create an attractive content
Technology has revolutionized the way businesses are created, monitored or organised. As also highlighted by the project, technology has impacted e-businesses on several strands:
Costs: E-enterprisers can use technology to reduce business costs. Communication: Business technology helps small businesses improve their communication processes through emails, texting, websites and apps. Increased Productivity: The use of technology can increase employees’ productivity. Broaden Customer Bases: Technology allows small e-businesses to reach new economic markets. Thus small e-business enterprisers can also use internet advertising to reach new markets and customers.
Burstein, Rachel, Making the Most of Webinars, https://hbr.org/2013/03/making-the-most-of-webinars
SuccessFactors, Using Technology to Increase Your Business Productivity, https://www.successfactors.com/en_us/lp/articles/using-technology-to-increase-your-business-productivity.html
European Commission, Europe 2020, http://ec.europa.eu/eu2020/pdf/COMPLET%20EN%20BARROSO%20%20%20007%20-%20Europe%202020%20-%20EN%20version.pdf
European Commission, Europe 2020 strategy, https://ec.europa.eu/info/business-economy-euro/economic-and-fiscal-policy-coordination/eu-economic-governance-monitoring-prevention-correction/european-semester/framework/europe-2020-strategy_en