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

DIGITAL COMMUNITY

eSkills model

K A T A model

Digital Competences

DIGITAL COMMUNITY

K A T A model

Digital Competences

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