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    14 dec ellen jessett cais presentation 14 dec ellen jessett cais presentation Presentation Transcript

    • Socitm Skills Framework for web/digital professionals Presentation to CAIS meeting 14 December 2010 Ellen Jessett Head of Membership, Socitm www.socitm.net
    • Today’s presentation
      • Background
      • Developing the web/digital skills framework
      • The skills framework in outline
      • Sample skill descriptions
      • Consultation and piloting
      • Socitm web/digital professionals: next steps
      www.socitm.net
    • Background – push from web professionals
      • Socitm Insight ’s large web constituency
      • Desire for professional status among webbies
      • Failure of previous initiatives to accommodate web professionals
      • General support for Socitm-led initiative exhibited at central/local webbies meeting February 2009
      • Socitm-funded feasability study in 2009 demonstrated opportunity - other skills/professional bodies uninterested
      • Commissioning of work to develop skills framework
      www.socitm.net
    • Background – pull from Socitm
      • Existing Socitm members predominantly IT professionals
      • Recent changes open membership to IT related
      • professions
      • Socitm is introducing accredited designations linked to
      • SFIA (Skills Framework for the Information Age) &
      • the web/digital skills framework
      • From 1 st Quarter 2011, accreditation will be online through
      • Aspire with access to CPD, training and development
      • Web and digital professionals from across the public &
      • private sector will be invited to join the same process
      www.socitm.net
    • Developing the skills framework
      • Trawl of related professions/skills bodies
      • IPR/CIM
      • BIMA
      • Publishers Association
      • BCS
      • Study of existing related frameworks/qualifications
      • GCN
      • SFIA
      • Skillset
      • - CAM
      www.socitm.net
    • Developing the skills framework
      • Initial meetings February and June 09
      • Two consultant-led workshops: November 09 & February, June 10
      • Assembly and analysis of job/role descriptions
      • Creation of skills matrix with:
      • - skills newly defined by Socitm
      • - skills extracted from SFIA
      • Consultation on framework
      www.socitm.net
    • Developing the skills framework: contributors
      • Central government
      • Local government
      • Third sector
      • NHS
      • Business analysts
      • Coders & developers
      • Digital marteters
      • Web managers
      • Writers and publishers
      • Information architects
      • Training & development specialists
      • Around 50 individuals enagaged
      www.socitm.net
    • The skills framework: Socitm defined skills www.socitm.net
      • Corporate Web and Digital Strategy
      • Information Architecture
      • Content development & publishing
      • Digital marketing & engagement
      • Communication & digital channels
      • Evidence & evaluation
      • Commissioning
      • Relationship and account management
      • Visual design
      • These apply at levels 2 - 7
    • The skills framework: selected SFIA skills www.socitm.net
      • 40 skill sets drawn from five SFIA categories:
      • strategy and architecture
      • business change
      • solution development and implementation
      • service management
      • procurement and management support
      • These apply at levels 2 - 7
    • Sample descriptions of the Socitm-defined skill sets www.socitm.net
    • Skills are defined at seven different levels www.socitm.net Follows Skills Framework for the Information Age Level 1 skills = very junior roles Level 6 & 7 skills = could include people at board level. Level 1 - Follow Level 2 - Assist Level 3 - Apply Level 4 - Enable Level 5 - Ensure/Advise Level 6 - Initiate/influence Level 7 - Set strategy/inspire
    • Corporate web & digital strategy www.socitm.net The provision of advice, assistance, and guidance in the use of web, digital and social media solutions in support of the organisation's business, within the wider context of communication and service delivery. Develops strategies for the effective deployment of new technologies to engage and involve citizens, staff and stakeholders and encourage greater democratic and community participation. Positions web and digital channels within the spectrum of the organisation’s customer access, delivery and communications channels. Skill is defined at levels 5, 6, 7
    • Information architecture www.socitm.net The management and provision of expert advice on the taxonomies, content structures, navigational devices, search processes, interface functions and standards, needed for delivery of interactive web, digital and social media communications, and appropriate to the target users and product purposes . Skill is defined at levels 2,3,4,5
    • Content development & publishing www.socitm.net The management and application of the principles and practices of developing and presenting editorial and other content for interactive and digital uses. The application and evaluation of different publishing methods and options, recognising the key features, including open source and proprietary options. The adoption of workflow principles and definition of user roles and engagement and training of content providers. The management and application of propriety guidelines. Management of copyright, data protection and other legal issues associated with publishing and re-use of published information and data. Skill is defined at levels 1,2,3,4,5
    • Digital marketing & engagement www.socitm.net The management and development of strategies, campaigns and day-to-day marketing activity delivered through web and other appropriate digital channels and technologies. Use of customer insight findings to support choices about which digital and social media channels to use to engage audiences with the organisation’s activity. Integration of digital marketing with traditional print/broadcast methods. NB People with these skills are essentially marketers, who know how digital channels can be used to engage audiences and how to create marketing/comms campaigns appropriate to different digital channels. In ad agency terms, these are account exec skills, whereas the ditigal communicator skills are what an ad agency planner would have. Skill is defined at levels 2,3,4,5,6
    • Communication & digital channels www.socitm.net The management and development of appropriate digital channels to enable effective communications and service delivery for the organisation. The deployment of web, digital and social media and other technologies for internal and external communication of corporate issues and priorities. Skill is defined at levels 2,3,4,5,6
    • Evidence & evaluation www.socitm.net The management and deployment of measuring tools, analysis and interpretation of web and digital performance statistics. The gathering and interpretation of data on the effectiveness of communication strategies, campaigns and services and their impact on audience behaviour and business outcomes. The identification of improvement opportunities. Skill is defined at levels 2,3,4,5
    • Commissioning www.socitm.net The overall management of the commissioning of externally supplied and internally developed products and services, taking full account of the issues and imperatives of both the commissioning and supplier sides. The implementation of procurement processes that comply with internal and external procurement regulations and legislation. Skill is defined at levels 2,3,4,5
    • Relationship & account management www.socitm.net The management and development of interactions between diverse stakeholder groups, partners, media and employees, building and maintaining constructive relationships and balances and responding to the changing needs of each group. Skill is defined at levels 2,3,4,5,6
    • Visual design www.socitm.net Management of the 'look and feel' of websites and other digital media through the application page design and layout, colour and fonts, as well as use of images, video, icons, widgets and other visual elements. Knowledge of implications for usability and accessibility of visual design elements. Application of corporate branding in web and digital environments. Commissioning and management of graphic designers. Skill is defined at levels 2,3,4
    • ICT, resourcing and transformation • build the transformation leadership team • shift operational service budgets radically towards change • invest in shared services/standards/infrastructure • measure the contribution of ICT makes to ‘business’ value • tackle poor use of information • develop portfolio of digital service delivery channels www.socitm.net Key tasks:
    • Feedback: council web tecchie As a test I tried to see how the levels and skill descriptions worked for my role and that of a colleague. A surprisingly good fit I have to say and easy enough to use. I could see it (maybe after a refinement or two) being useful in job evaluations for instance or putting together a business case for recruitment of new staff. Also, more importantly perhaps, and probably more inline with the original intention, it gives a nice progression for professional development. www.socitm.net
    • Feedback: council web comms person It's very thorough and I think covers all aspects of the web professional role.  Skills are positioned accordingly and I agree with using the web professionals skill set alongside the SFIA - especially given the vast scope of skills required from content editor to website manager/strategist.  I was originally employed as digital marketing manager and for the past six months have been working on the re-development of the council's website - for which stakeholder relationship management, consultancy and project management skills have been particularly pertinent.    www.socitm.net
    • Feedback: Whitehall e-comms mgrs I've shared with 2 colleagues, who were both very complimentary (although none of us have had long to take a look at the moment!)   I've had a read-through and this looks extremely good. Overall I think this is useful and definitely on the right track. From an MoJ angle, your re-use of the GCN core skill wording will make it much easier to integrate for us too, so thanks for that! www.socitm.net
    • Using the skills framework: for Socitm accreditation and CPD
      • • January 2011 – Socitm launches accredited designations linked to skills and achievement:
        • Associate ASITM Levels 1-2
        • Member MSITM Levels 3-4
        • Senior Member SMSITM Levels 5-6
        • Fellow FSITM Level 7
      www.socitm.net
    • Using the skills framework: for Socitm accreditation and CPD www.socitm.net
    • Using the skills framework: for Socitm accreditation and CPD
      • • On-line application process using Aspire
      • Available to all members enabling:
      • Active skills management to build skills profile
      • Access to CPD planning & management
      • Mentoring, training and development
      www.socitm.net
    • Aspire: screen shot www.socitm.net
    • Aspire: screen shot www.socitm.net
    • Aspire: screen shot www.socitm.net
    • Aspire: screen shot www.socitm.net
    • Skills framework: piloting with Fife Council Communitation and digital channels 1 - Follow                         2 - Assist       O X O O O O O O O 3 - Apply                         4 - Enable   X X   O               5 - Ensure/Advise X O O                   6 - Initiate/Influence O                       7 - Set strategy/inspire                         Digital marketing and engagement 1 - Follow                         2 - Assist           O O O O O   O 3 - Apply       O O           O   4 - Enable   X                     5 - Ensure/Advise X   X                   6 - Initiate/Influence O O O                   7 - Set strategy/inspire                         Evidence and evaluation 1 - Follow                         2 - Assist                   O O O 3 - Apply   O   O O O O O O       4 - Enable X   X                   5 - Ensure/Advise O   O                   6 - Initiate/Influence                         7 - Set strategy/inspire                        
    • Web/digital professionals next steps
      • • On-line application through Aspire - 1 st Quarter 2011
      • Applications reviewed by web/digital professionals
      • Review Panel appointed by Membership Board
      • • Form Web/digital professionals group (Chair & steering group)
      • Launch online community (subgroup of existing CoP)
      • • Group to create activity programme (e.g. events/networking)
      www.socitm.net