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

1. Experiences and Successes from ISDI - internet Academi
e-leadership
and digital employement courses
RODRIGO MIRANDA
@Rmiranda
@ISDI_edu @iAcademi
…and
some
failures…

2. IN THE DIGITAL ERAT A L E N T

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. A digital
drama…

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
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
IN THE DIGITAL ERAT A L E N T
Actomer Journey…..Window cleaner
Digital Marketing
apprentice
May 15

8. 8
IN THE DIGITAL ERAT A L E N T
What SMEs and companies
need in digital?

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. 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. IN THE DIGITAL ERAT A L E N T
Formal education
(University)
missmatch with
digital skills

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. IN THE DIGITAL ERAT A L E N T
Is this model effective?
Pilot Phase 2 results:

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. 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. IN THE DIGITAL ERAT A L E N T
What do we have to teach?

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. 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. 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. 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. 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. K A T A model
Digital Competences
DIGITAL COMMUNITY
eSkills model

23. K A T A model
Digital Competences
DIGITAL COMMUNITY

24. K A T A model
Digital Competences
DIGITAL COMMUNITY

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. 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. 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. 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. IN THE DIGITAL ERAT A L E N T
Digital Learning
Model v2.0

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. 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. 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. 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
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. KEEP
CALM
AND WE NEED
YOUR
HELP
Hurry
Up!

36. T h an k yo u !
www.isdi.es
@isdi_edu
@Rmiranda