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eSkills European Conference @ISDI_edu @iAcademi

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Spain ISDI and internetAcademi digital training initiatives for SMEs, professionals and unemployment people

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eSkills European Conference @ISDI_edu @iAcademi

  1. 1. Experiences and Successes from ISDI - internet Academi e-leadership and digital employement courses RODRIGO MIRANDA @Rmiranda @ISDI_edu @iAcademi …and some failures…
  2. 2. IN THE DIGITAL ERAT A L E N T
  3. 3. OUR VISION The 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 HOPE To 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
  4. 4. A digital drama…
  5. 5. 3 trends happening at once • European Comission. Digital Agenda for Europe • https://ec.europa.eu/d igital- 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 2 3 Poor Digital Transformation Without a Vision, Without Talent Poor Digital Transformation 59% of SME webs are non responsive Less than 5% of the investment for Mobile advertising SME Massive SME 3.110.522 SME 99,88% os Spanish business network SME 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 TALENT Massive unemployment 5.444,6 M unemployed 23,78% 20/24 years old. 47,7% 25/54 years old. 22,4% SME and Digital: Spanish Market right now
  6. 6. 6 IN THE DIGITAL ERAT A L E N T WHAT ARE WE DOING? ... TALENT Digital Talent Training & Development for unemployed SME and Corp. Training Programms for the SME Digital Transformation WATCH Business Digitization Index in SME. Spain DIGITAL COMMUNITY Digital Transformation Model KATA e-skills model Digital New Professions Map Reference Learning Models for Digital Skills
  7. 7. 7 IN THE DIGITAL ERAT A L E N T Actomer Journey…..Window cleaner Digital Marketing apprentice May 15
  8. 8. 8 IN THE DIGITAL ERAT A L E N T What SMEs and companies need in digital?
  9. 9. Online Presence Social media Mobile Search Security Process eCommerce . 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 Yes 93% Answered: 26 / Omitted 22 Don´t Know 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 developed 71% No Apps 29% 71% of the observed companies have stores for Apps on smartphones. Which Tool If youre answer was YES, ¿Which Tool Do you use? Not Oriented to Mobile Lack of Web Analytics WATCH
  10. 10. www.validatupresenciadigital.com www.audityouredigitalpresence.com Masterclass May & June 2015 (Madrid, Barcelona & Valencia) Consulting Service ad hoc served by our #mibers Network Training Solutions In Company ad hoc training design Partnership ISDI-AECOC +25.000SMEs affiliates Spain Teaching SME 100 Digital Audit SME 100 Digital Audit & Reporting SME
  11. 11. IN THE DIGITAL ERAT A L E N T Formal education (University) missmatch with digital skills
  12. 12. 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 137 Pax. 160 Pax. 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 learning PPP - Public Private initiatives
  13. 13. IN THE DIGITAL ERAT A L E N T Is this model effective? Pilot Phase 2 results:
  14. 14. Employment initiatives (some numbers): 2 months Start-ups & SME 9 students Big Enterprises 8 students Digital Marketing Agencies 15 students Foundation & Ministries 3 students Foundation & Ministries 12 students 12 Freelancer TOTAL: 171 Studying 19 11% Searching for a job 67 39% Working 85 50% Start-ups & SME 31 students Big Enterprises 18 students Digital Marketing Agencies 10 students Foundation & 3 students Foundation & Ministries 2 students 12 Freelancer TOTAL: 126 Studying 46 36% Searching for a job 16 13% Working 64 51% TALENT 50% of employment in 2 months Anthony is one of them!
  15. 15. Google Mobile Experts +80 agencies, +250professionals 2.1 3.8 2.5 3.8 1.9 3.5 2.4 3.9 2.1 3.2 0.0 2.0 4.0 Auditoría Inicial Post Mentoring TIER 1 2.4 3.4 2.5 3.6 2.2 3.3 2.7 3.6 2.4 3.3 0.0 2.0 4.0 Initial Audit Post Mentoring TIER 2 2.5 2.22.2 4.0 2.5 2.2 3.7 0.0 2.0 4.0 Auditoría Inicial Post Mentoring TIER 3 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 realization bid evaluation , product and service Comercial Plan First customer sale web adapted to the new mobile solution 2,3 3,8 2,6 3,5 2,3 4,0 SME
  16. 16. IN THE DIGITAL ERAT A L E N T What do we have to teach?
  17. 17. MOBILE SEARCH ENGINES E-COMMERCE SOCIAL MEDIA CONTENT DESIGN & UX TECHNOLOGY DIGITAL ADVERTISING METRICS MARKETING DIGITALBIG DATA E-CRM New areas of knowledge DIGITAL COMMUNITY
  18. 18. REPORTS TO: Comunication/Marketing Director AREA: 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 operate Be aligned with the company communication strategy ON and OFF to maintain a single global message Conduct 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 channels Generate conversations and keeping them alive and dynamic communities by growing Assess 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 management Knowledge of marketing, advertising and journalism Advanced knowledge of English Active listening skills and web monitoring tools and reporting Social skills for generating conversations with our users and generate relevant content, creativity Concerns 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 @anapiccola es.linkedin.com/in/anapiccola MANAGER Naira Regúlez Community Manager Hendrick´s Gin y Social Media Asia Gardens @recoolez es.linkedin.com/in/nairaregulez SPECIALIST Juan Bodas Social Media Strategist in Effective Talk @misterjuanolo es.linkedin.com/in/juanalbertobodas/ EXPERT Companie s DIGITAL COMMUNITY
  19. 19. 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 OFFline Create 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 brand 5-10 years: 35.000€ 60.000€ Video Interview MANAGER SPECIALIST EXPERT Companie s Auxi Barea Social Media Strategist en Effective Talk @auxibarea es.linkedin.com/in/ Coque Pons Executive Director at Shackleton Buzz&Press @cpons es.linkedin.com/in/cponsherrera Salvador Suárez Partner & Director at Territorio Creativo @salvadorsuarez es.linkedin.com/in/salvadorsuarez/ DIGITAL COMMUNITY
  20. 20. REPORTS TO: Marketing Direction / E-commerce Direction AREA: 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 is Define and monitor the SEM strategy and investment in search engine marketing Identify our target and segment the audience you want to impact Keywords design strategy and define creativities; analyze its correspondence with the landing pages and design Select the advertising channels and the most effective locations for our campaign Track real time strategy and find where our campaigns can be optimized for better results Manage daily, monthly and annual budget, control tROI Dialogue with management, reporting and management reporting. Feedback to SEM equipment Over 5 years of experience in digital advertising (SEM) Online Marketing / Advertising / SEO, SEM Knowledge Master in Online Marketing or Google certification In Ad Words Advance knowledge of English Experience in online measurement tools (Web analytics) Ability to manage multiple campaigns at once, being capable of diagnose and analyze the status of each campaign Multitasking, 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 traffic 5-10 years: 40.000€ 60.000€ >10 years: 60.000€ 90.000€ Video Interview MANAGER SPECIALIST EXPERT Companie s Miriam Jiménez SEM Team Leader in Relevant Traffic es.linkedin.com/in/miramjimenez Cristina Álvaro SEM Manager at T2O Media es.linkedin.com/in/cristinaalvaro Borja Berzosa Agency Lead at Google @borjaberzosa es.linkedin.com/in/borjaberzosa Google Keyword Tool SearchRank DIGITAL COMMUNITY
  21. 21. REPORTS TO: Direction / Marketing Direction AREA: 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 strategy Conduct an structure and content audit of the website and view our current position in the ranking Identify our market-niche and design a keyword strategy. Prepare an assessment of SEO on page and off page SEO Propose 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 designers Analyze and continuously optimize the strategy employed with web analytics tools Dialogue 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 Companie s 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 Simarro Online Marketing Manager and SEO at Animoo @akemola es.linkedin.com/in/sergiosimarro/es Esther Checa Department Director & SEO – SMO T2O Media @esther_checa es.linkedin.com/in/esthercheca Ismael El-Qudsi Republica @elqudes.linkedin.comsi /pub/ismael-el-qudsi-saugar/2/9a7/58b DIGITAL COMMUNITY
  22. 22. K A T A model Digital Competences DIGITAL COMMUNITY eSkills model
  23. 23. K A T A model Digital Competences DIGITAL COMMUNITY
  24. 24. K A T A model Digital Competences DIGITAL COMMUNITY
  25. 25. K A T A model Digital Competences MobileSearch Engines E-Commerce Social Media Design &UX Content Strategy Technology Advertising Metrics Digital Marketing DIGITAL COMMUNITY
  26. 26. MobileSearch Engines E-Commerce Social Media Design &UX Content Strategy Technology Advertising Metrics Digital Marketing K A T A model Digital Competences Distributed Cognition Collective Intelligence Transmedia Navigation SimulationPerformance Data driven Judgement Play Apropiation Multitasking Networking Visualization Negotiation Life long Learning DIGITAL COMMUNITY
  27. 27. K A T A model Digital Competences Distributed Cognition Collective Intelligence Transmedia Navigation SimulationPerformance Data driven Judgement Play Apropiation Multitasking Networking Visualization Negotiation Life long Learning MobileSearch Engines E-Commerce Social Media Design &UX Content Strategy Technology Advertising Metrics Digital Marketing DIGITAL COMMUNITY
  28. 28. Influence & Engage Search & Integrate Problem Challenging Collaborate & Circulate K A T A model Digital Competences Distributed Cognition Collective Intelligence Transmedia Navigation SimulationPerformance Data driven Judgement Play Apropiation Multitasking Networking Visualization Negotiation Life long Learning MobileSearch Engines E-Commerce Social Media Design &UX Content Strategy Technology Advertising Metrics Digital Marketing
  29. 29. IN THE DIGITAL ERAT A L E N T Digital Learning Model v2.0
  30. 30. • Objective: evaluate the digital competences of the professional / student • Allows to identify each profile critical digital competences Comp eten ces & Kn owled ge As s es s ment DIGITAL LEARNING MODEL
  31. 31. JITL: JustInTimeLearning – AGILE Learning 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
  32. 32. JITL: JustInTimeLearning – AGILE Learning DIGITAL LEARNING MODEL 50% Formal Learning Learning program support High potential development EDUCATION 20% Social Learning Share and collaborate Peer learning and mentoring EXPOSURE AGILE program definition facing SMEs and companies needs 30% Experiential Learning Work-related collaboration OnTheJob performance support EXPERIENCE
  33. 33. 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 professions Offer digital workforce to +10.000 SMEs in 12 months
  34. 34. 34 IN THE DIGITAL ERAT A L E N T WHAT ARE WE DOING? ... TALENT Digital Talent Training & Development for unemployed SME and Corp. Training Programms for the SME Digital Transformation WATCH Business Digitization Index in SME. Spain DIGITAL COMMUNITY Digital Transformation Model KATA e-skills model Digital New Professions Map Reference Learning Models for Digital Skills
  35. 35. KEEP CALM AND WE NEED YOUR HELP Hurry Up!
  36. 36. T h an k yo u ! www.isdi.es @isdi_edu @Rmiranda

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