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Experiences and Successes from ISDI - internet Academi
e-leadershipand digital employement courses
RODRIGO MIRANDA@Rmiranda@ISDI_edu @iAcademi
…and some
failures…
IN THE DIGITAL ERAT A L E N T
OUR VISIONThe present and the future are digital.Those professionals, companies, institutions and countries who do not know how to deal within this new ecosystem will find themselves in an increasing competitive disadvantage.
OUR
MISSION OUR HOPETo contribute with digital optimism to creating a better society, in which digitization breaks down barriers and strengthens everyone opportunities in a fairer and more equal way.
Educating professionals in digital business.
Creating digital entrepreneurs.
Helping companies digital migration.
Brincking society digital gap.
ISDI is an institution created by leading internet professionals with the objective to accelerate a swift change towards a new, more competitive and efficient digital business model and to maximize the digital potential of individuals, professionals, companies and markets.
7 years, DIGITAL Business School, +3.000 students/year
Madrid, Barcelona, México, Lima, Bogotá, Boston
FI-Ware Accelerator: IMPACT
A digital drama…
3 trends happening at once
• European Comission. Digital Agenda for
Europe• https://ec.europa.eu/
digital-agenda/en/scoreboard/spain
• Encuesta de población activa, 2015/1
• RETRATO DE LAS PYME 2015 Subdirección
General de Apoyo a la PYME
• Dirección General de Industria y de la
Pequeña y Mediana Empresa
www.ipyme.org Edición: enero de 2015
• Digital Barometer SME ISDI 2014/15
WHAT ARE WE DOING?
New access to technology and information systems
New e-business models
DIGITAL OPPORTUNITY FOR SPANISH MARKET
1 23 Poor Digital
TransformationWithout a Vision,
Without TalentPoor Digital Transformation
59% of SME webs are non responsive
Less than 5% of the investment for Mobile
advertising
SMEMassive SME
3.110.522 SME 99,88% os Spanish
business networkSME generates the 66% of
the employment
Scarce digital talent
0,5 in DESI 2015/Spain for Human Capital
2,5% of employed population are TIC Specialists.
DESI 2015/Spain
TALENTMassive
unemployment5.444,6 M unemployed
23,78%20/24 years old. 47,7%25/54 years old. 22,4%
SME and Digital: Spanish Market right now
6
IN THE DIGITAL ERAT A L E N T
WHAT ARE WE DOING?
...
TALENT Digital Talent Training & Development for unemployed
SME andCorp.
Training Programms for the SME Digital Transformation
WATCH Business Digitization Index in SME. Spain
DIGITAL COMMUNITY
Digital Transformation
ModelKATA
e-skills model
Digital New Professions
Map
Reference LearningModels for DigitalSkills
7
IN THE DIGITAL ERAT A L E N T
Actomer Journey…..Window cleaner
Digital Marketing apprentice
May 15
8
IN THE DIGITAL ERAT A L E N T
What SMEs and companies need in digital?
Online PresenceSocial mediaMobileSearch SecurityProcesseCommerce
.60 indicators that measure the digital orientation of the Spanish SME.2014-15
Business Digital Index Barometer
¿Do you use any Analytical Tool in youre Website?
Analytics
Yes93%
Answered: 26 / Omitted 22
Don´tKnow
7%Omniture
Answered: 26 / Omitted 22
19%
62%19%
Comscore
Google Analytics
Mobile Optimization
Not optimized
59%Optimized
41%The 59% of companies observed do not yet have an optimized website for mobile access.
Mobile Enviroment - Apps
Apps developed71%
No Apps29%
71% of the observed companies have stores for Apps on smartphones.
Which ToolIf youre answer was YES, ¿Which Tool Do you use?
Not Oriented to Mobile
Lack of WebAnalytics
WATCH
Masterclass
Digital Audit & Reporting
Training Solutions
Consulting
www.validatupresenciadigital.comwww.audityouredigitalpresence.com
MasterclassMay & June 2015 (Madrid, Barcelona & Valencia)
Consulting Service ad hoc served by our #mibers Network
Training SolutionsIn Company ad hoc training design
Partnership ISDI-AECOC +25.000 SMEs affiliates Spain
Teaching
SME100
Digital Audit
SME100
Digital Audit & Reporting
SME
IN THE DIGITAL ERAT A L E N T
Formal education(University)
missmatch with digital skills
Employment initiatives (2 pilots)
1º EDITION. 2013-14. Total Students: 87
• Search Engines Marketing• Community Management
2º EDITION. 2014-15 (not finished). Total Students: 84.
• Analytics• Mobile Marketing• E-Commerce• Search Engines Marketing
450 hours in a Blended Program. Madrid & Barcelona
137Pax.
160Pax.
2.000
* Pax.2013 - 14
2014 - 15
2015 3-4Q
1º PILOT. 2013-14. Total Students: 50.
• Digital Marketing,
2º PILOT. 2014-15 (not finished). Total Students: 76.
• Data Analyst• Mobile Marketing
http://www.generationinitiative.org/?lang=es
400 hours in a Blended Program. Madrid & Barcelona
TALENT
Digital Technical and Soft Skills learningPPP - Public Private initiatives
IN THE DIGITAL ERAT A L E N T
Is this model effective?Pilot Phase 2 results:
Employment initiatives (some numbers): 2 months
Start-ups & SME9 students
Big Enterprises8 students
Digital Marketing Agencies15 students
Foundation & Ministries3 students
Foundation & Ministries12students
12 Freelancer
TOTAL: 171Studying 19 11%Searching for a job 67 39%
Working 85 50%Start-ups & SME31 students
Big Enterprises18 students
Digital Marketing Agencies10 students
Foundation &3 students
Foundation & Ministries2students
12 Freelancer
TOTAL: 126Studying 46 36%Searching for a job 16 13%
Working 64 51%
TALENT
50% of employment in 2 months
Anthony is one of them!
Google Mobile Experts +80 agencies, +250 professionals
Auditoría Inicial Post MentoringTIER 1
0.0
2.0
4.0
2.1
3.8
2.5
3.8
1.9
3.5
2.4
3.9
2.1
3.2
Initial Audit Post MentoringTIER 2
0.0
2.0
4.0
2.4
3.4
2.5
3.6
2.2
3.32.7
3.6
2.4
3.3
Auditoría Inicial Post MentoringTIER 3
0.0
2.0
4.0
2.5
4.1
2.2
4.0
2.2
4.0
2.5
4.1
2.2
3.7
Who 80 Digital Agencies in Madrid & Barcelona
Goal provide the Digital Agencies knowledge to develop a mobile offer and a comercial plan for their clients
How• 3 months Digital Training Program• Presential+ e-learning + mentoring
beginning
End (acredited) %
Professionals attending the program
225* 188 83%
Agencies attending the program 77 66 85%Agencies attending the mentoring 73 55 75%
Costumer choice & Pitch realizationbid evaluation , product and serviceComercial PlanFirst customer saleweb adapted to the new mobile solution
2,3 3,8 2,6 3,5 2,3 4,0
SME
IN THE DIGITAL ERAT A L E N T
What do we have to teach?
MOBILE
SEARCH ENGINES
E-COMMERCE SOCIAL MEDIA
CONTENTDESIGN
& UX
TECHNOLOGY
DIGITALADVERTISING
METRICS
MARKETING DIGITALBIG DATA
E-CRM
New areas of knowledgeDIGITAL COMMUNITY
REPORTS TO: Comunication/Marketing DirectorAREA: Comunication/MarketingCommunity Manager
JOB DESCRIPTION
Design, implement and manage online communication strategy of the company. He/she would be aware that the brand is one and global; both in offline and online channel . That´s why it is vital to build a global and transversal strategy for the rest of the company and other departments involved in the marketing strategy, communication and customer service.
Implement and manage the communication plan on our website and social channels in which we operateBe aligned with the company communication strategy ON and OFF to maintain a single global messageConduct a systematic active listening of competition, our brand and our territory to keep the pulse of our image? And digital reputation (listening and monitoring the buzz)Generate content that add value to our users and share in our channelsGenerate conversations and keeping them alive and dynamic communities by growingAssess the state of our brand and digital reputation, making decisions to protect out territory and finding corrective actions (Contingency Plan)
More than 2 years experience in community managementKnowledge of marketing, advertising and journalismAdvanced knowledge of EnglishActive listening skills and web monitoring tools and reportingSocial skills for generating conversations with our users and generate relevant content, creativityConcerns about social networks and new trends in the way people communicate and interact
JOB MISSION
MAIN RESPONSABILITIES
SKILLS AND PREVIOUS
EXPERIENCE
Tools
Employability Index and
remuneration
Community Manager position is
one of the most popular in the digital era, nobody discuss
if it’s relevant anymore
2-5 years:
18.000€40.000€
Video Interview
Ana Fañanás Tripwolf ES Manager
@anapiccolaes.linkedin.com/in/anapiccola
MANAGER
Naira RegúlezCommunity Manager Hendrick´s Gin y Social
Media Asia Gardens@recoolez
es.linkedin.com/in/nairaregulez
SPECIALIST
Juan BodasSocial Media Strategist
in Effective Talk@misterjuanolo
es.linkedin.com/in/juanalbertobodas/
EXPERT
Companies
DIGITAL COMMUNITY
REPORTS TO: Marketing / Comunication Director AREA: Marketing/ ComunicationSocial Media Strategist
JOB DESCRIPTION
Design, implement and manage online communication strategy of the company. He/she would be aware that the brand is one and global; both in offline and online channel . That´s why it is vital to build a global and transversal strategy for the rest of the company and other departments involved in the marketing strategy, communication and customer service.
Design, implement and manage the communication strategy of the company with the other messages ONline and OFFlineCreate a Social Media Plan of action: (Budget, Objectives, messages, channels, phases/actions, resources, monitoring and contingency plan)First identify why we want to be in the network (AIMS)Define what will be our message, which is what we have (MESSAGE)Delimit and identify where our target is to go find and atract him with our content (TARGET AND CHANNELS)Establish a strategy for monitoring to know what the status of our communities (MONITOR)Manage the team of Community managers and lead the dialogue and reporting
Over 5 years of experience in strategy SM
Knowledge of MK, advertising, journalism, PR, etc
Advanced knowledge of English
Creativity, entrepreneurship and management skills with a focus on business and conversion (ROI), knowledge of web analytics
Concerns about new technological consumer trends
JOB MISSION
MAIN RESPONSABILITIES
SKILLS AND PREVIOUS
EXPERIENCE
Tools
Employability Index and
remuneration
The Social Media Strategist is an
strategic position. Responsable of
every conversation tha is generated in the digital channel about our brand5-10 years:
35.000€60.000€
Video Interview
MANAGER
SPECIALIST
EXPERT
Companies
Auxi BareaSocial Media Strategist
en Effective Talk@auxibarea
es.linkedin.com/in/
Coque PonsExecutive Director at Shackleton Buzz&Press
@cponses.linkedin.com/in/cponsherrera
Salvador SuárezPartner & Director at Territorio Creativo
@salvadorsuarezes.linkedin.com/in/salvadorsuarez/
DIGITAL COMMUNITY
REPORTS TO: Marketing Direction / E-commerce DirectionAREA: Marketing & digital advertisingSEM Manager
JOB DESCRIPTION
Design, implement and manage the marketing strategy of Search Engine Marketing (SEM) search engine to generate inbound traffic to the website and thus provide the user a trip through our content promoting the final conversion
Benchmark best digital Adwords strategies, to get to know best practices and our competitors and assesss where our competitive advantage isDefine and monitor the SEM strategy and investment in search engine marketingIdentify our target and segment the audience you want to impactKeywords design strategy and define creativities; analyze its correspondence with the landing pages and designSelect the advertising channels and the most effective locations for our campaignTrack real time strategy and find where our campaigns can be optimized for better resultsManage daily, monthly and annual budget, control tROIDialogue with management, reporting and management reporting. Feedback to SEM equipment
Over 5 years of experience in digital advertising (SEM)Online Marketing / Advertising / SEO, SEM KnowledgeMaster in Online Marketing or Google certification In Ad WordsAdvance knowledge of EnglishExperience in online measurement tools (Web analytics)Ability to manage multiple campaigns at once, being capable of diagnose and analyze the status of each campaignMultitasking, quick decision making, change management and stress management
JOB MISSION
MAIN RESPONSABILITIES
SKILLS AND PREVIOUS
EXPERIENCE
Tools
Employability Index and
remuneration
SEM is one of the most important marketing
strategies, with a fast growing trend due to its high response
positioning and traffic5-10 years: 40.000€60.000€>10 years: 60.000€90.000€
Video Interview
MANAGER
SPECIALIST
EXPERT
Companies
Miriam JiménezSEM Team Leader in Relevant Traffic
es.linkedin.com/in/miramjimenez
Cristina ÁlvaroSEM Manager at T2O Media
es.linkedin.com/in/cristinaalvaro
Borja BerzosaAgency Lead at Google
@borjaberzosaes.linkedin.com/in/borjaberzosa
Google Keyword Tool
SearchRank
DIGITAL COMMUNITY
REPORTS TO: Direction / Marketing DirectionAREA: Marketing & AdvertisingSEO Manager
JOB DESCRIPTION
Design, implement and manage the strategy of organic positioning (SEO) company optimizing search results from the web, social sites and branded content in major search engines.
Research and benchmark to find the best SEO practices Design SEO company strategyConduct an structure and content audit of the website and view our current position in the rankingIdentify our market-niche and design a keyword strategy. Prepare an assessment of SEO on page and off page SEOPropose measures for optimization by means of a strategic plan (ON Enhancements page, Link building, Social Media, etc)Track improvements with the team of programmers and designersAnalyze and continuously optimize the strategy employed with web analytics toolsDialogue with management, reporting and management reporting. Feedback to SEO team and its address
Over 5 years of experience (SEO)
Knowledge of HTML, CSS, JavaScript and measurement tools (web analytics)
Knowledge in the management of web structure and content management
High knowledge of English
Proactive, highly analytical and technical profile details
JOB MISSION
MAIN RESPONSABILITIES
SKILLS AND PREVIOUS
EXPERIENCE
Tools
Employability Index and
remuneration
Video Interview
MANAGER
SPECIALIST
EXPERT
Companies
Google Keyword Tool
SEO is a long term strategy. Result of a relationship with
the user based on transparency and relevance
obtaining a high level of interaction with the brand
5-10 years:
40.000€60.000€>10 years: 60.000€90.000€
Sergio SimarroOnline Marketing Manager
and SEO at Animoo @akemola
es.linkedin.com/in/sergiosimarro/es
Esther ChecaDepartment Director & SEO –
SMO T2O Media@esther_checa
es.linkedin.com/in/esthercheca
Ismael El-QudsiRepublica
@elqudes.linkedin.comsi/pub/ismael-el-qudsi-saugar/2/9a7/58b
DIGITAL COMMUNITY
K A T A model
Digital Competences Mobile SearchEngines
E-Commerce
Social Media
Design &UX
ContentStrategy
Technology
Advertising
Metrics Digital Marketing
DIGITAL COMMUNITY
Mobile SearchEngines
E-Commerce
Social Media
Design &UX
ContentStrategy
Technology
Advertising
Metrics Digital Marketing
K A T A model
Digital Competences
Distributed Cognition
CollectiveIntelligence
Transmedia Navigation
SimulationPerformance
Datadriven
Judgement
PlayApropiation
Multitasking
Networking
Visualization
Negotiation
Life long
Learning
DIGITAL COMMUNITY
K A T A model
Digital Competences
Distributed Cognition
CollectiveIntelligence
Transmedia Navigation
SimulationPerformance
Datadriven
Judgement
PlayApropiation
Multitasking
Networking
Visualization
Negotiation
Life long
Learning
Mobile SearchEngines
E-Commerce
Social Media
Design &UX
ContentStrategy
Technology
Advertising
Metrics Digital Marketing
DIGITAL COMMUNITY
Influence & Engage
Search & Integrate
ProblemChallenging
Collaborate & Circulate
K A T A model
Digital Competences
Distributed Cognition
CollectiveIntelligence
Transmedia Navigation
SimulationPerformance
Datadriven
Judgement
PlayApropiation
Multitasking
Networking
Visualization
Negotiation
Life long
Learning
Mobile SearchEngines
E-Commerce
Social Media
Design &UX
ContentStrategy
Technology
Advertising
Metrics Digital Marketing
IN THE DIGITAL ERAT A L E N T
Digital LearningModel v2.0
• Objective: evaluate the digital competences of the professional / student
• Allows to identify each profile critical digital competences
C o m p e t e n c e s & K n o w l e d g e A s s e s s m e n tDIGITAL LEARNING MODEL
J ITL: Just InT imeLearn ing – AGILE Learn ing
Just Enough
Knowledge
Appropiate To the
Task
Appropiate To the
Professional
Performance Zone
• Key Issues:• Define the right content & the
right workload• Learning objectives related to
job&role description• Identify digital embasadors• Explain employers what a Digital
Worker is• Co-payment
• KATA eSkills Model• AGILE Learning: listen and
identify new digital learning needs
DIGITAL LEARNING MODEL
J ITL: Just InT imeLearn ing – AGILE Learn ingDIGITAL LEARNING MODEL
50%
Formal LearningLearning program support
High potential development
EDUCATION
20%
Social LearningShare and collaborate
Peer learning and mentoring
EXPOSURE
AGILE program definition facing SMEs and companies needs
30%
Experiential LearningWork-related collaboration
OnTheJob performance support
EXPERIENCE
IN THE DIGITAL ERAT A L E N T
Design requirements: <1.000€/400h training
250€ co-payment (less than iPhone 5C cost)
Train 5.000 actomers on digital professionsOffer digital workforce to +10.000 SMEs
in 12 months
34
IN THE DIGITAL ERAT A L E N T
WHAT ARE WE DOING?
...
TALENT Digital Talent Training & Development for unemployed
SME andCorp.
Training Programms for the SME Digital Transformation
WATCH Business Digitization Index in SME. Spain
DIGITAL COMMUNITY
Digital Transformation
ModelKATA
e-skills model
Digital New Professions
Map
Reference LearningModels for DigitalSkills
KEEP CALM
AND WE NEED YOUR
HELP
Hurry Up!
T h a n k y o u !
www.isdi.es@isdi_edu
@Rmiranda
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