What does an online strategist do exactly?
Misconceptions are slowly arising about the concept of online strategy. Here is my more extensive view of the role of an online strategist:
Online positioning
The core of my work as an online strategist is to provide advice on how you can best present a person and/or a brand online. This requires a brand strategy using new media. For personal brands this is sometimes referred to as ‘personal branding’.
I describe my work as ‘catering to the target group’, whether that is positioning an identity or evoking a certain type of behaviour. The questions I ask my clients to answer are the following:
What do you want to emphasise? What information do you offer? What language do you use? How do you measure the content? What is technically feasible? In short, I handle the content of the website and/or mobile site: the tone of voice, the look and feel, and the structure.
Thinking like the target group
As a social psychologist I am specialised in exerting influence and changing behaviour. One of my biggest strengths is that I can think like the target group and can put myself in the shoes of potential and existing clients.
This is what I was trained to do and having been doing since 1994. Therefore I ask questions such as, what is this person looking for at this organisation or in this brand? What do they want to know? Where will they find it? What information are they sensitive to? How can they be convinced? And what should be presented differently?
Online strategy is more than social media
Although many social networks are currently very hot in online marketing, there is much more than that available. Of course, I am familiar with social networks and blogs, etc. and also believe that they are very valuable. I use sites like del.icio.us and Mobypicture, I manage five blogs/sites (to try out concepts and strategies), I use microblogging (Twitter) and I experiment with plug-ins, APIs, widgets and mash-ups.
However, things like mobile marketing and building a good website are also part of my work. Social media provides ways to find and maintain contact with the target group, just like a website does. And sometimes you have to choose traditional media (where I believe the classic e-newsletter also falls under).
Misconception 1: I am not a programmer
Although I am very much up to speed on the possibilities and impossibilities of building a site, I do not do programming. What I know I learned because I needed to know. I program a lot myself because I want to speak the language of programmers and others techies, and to be able to gauge what can and cannot be done now and in the near future.
Misconception 2: I do not only set up online campaigns
Some online strategists present themselves as online marketing specialists, implying that they know everything there is to know about online advertising. I call that an ‘online media strategy’.
In the traditional advertising world, the differentiation between media strategy and strategy has been around for much longer: a strategist handles brand strategy and positioning, while a media strategist is specialised in… that’s right. Therefore, it is not a good idea to ask me about Google AdWords planning, but I will refer you to one of the specialists in my address book.
Misconception 3: I am not a web designer
I am not a designer. I don’t know much about fonts or perfect colour combinations. However, I can tell you whether I think a certain style suits brand values. For example, I will ask the reason for ‘that black space’, ‘those soft colours’ or ‘that ornamental font’. I can also explain the direction a design should go. However, I only design in order to know what is possible and what is not, so that I can present workable designs and plans.
I am a strategist who is quite confrontational for SME
With small business owners who are their own product, conversations can run quite deep. They often do not have a clear vision on paper or even a mission or communication plan. Moreover, no brand values have been defined or no real positioning choices have been made. And without settling all these matters, I cannot do my job. If you do not know who you are, your clients cannot figure out who you are either!
When this happens, I take a step back and go the root of the problem. After an intensive talk I usually watch my SME clients go out the door glowing, as we got some good work done: a positioning that suits the person. And we can continue to build on that. Very little can be planned and evaluated without measurable targets. And I do like to see results!
My mission with Gevleugelde Woorden
I want to help big brands and small business owners with their online strategy. To do so I rely on my knowledge as social psychologist and communication specialist, the experience I have acquired in the last 14 years at advertising agencies and clients, and my writing skills.
For clients and with clients I want to work on brand strategy and online positioning that best suits their products and company. I will let their brand shine in worth and self-worth, and make a serious positioning possible.
With proper brand values that appeal to the target group using online content that forms a whole, reads easily and is of value to visitors. As well, I want to use new media, which corresponds to the brand values and not because a director or I really like the ‘gadgets’.
My personal goal
I want to work for major brands because I am ambitious and because I can, as I have the knowledge and experience to meet expectations. As well, I want to work for small business owners I because I enjoy seeing them glow.
Social psychologists are specialised in the ‘individual in the group’. That is why I am good with target groups and direct marketing. I am also able to understand the person behind the small business owner. The twinkle in their eyes when they finally see which direction they are going is priceless. The kick of a big job well done for a prestigious client is also great.
And that’s what keeps me going. The world of new media is rapidly evolving, with opportunities changing every month and I enjoy the challenge of fishing out the diamonds in the rough of this world.
My vision of online brand strategy and positioning
The key is aiming at your target group. You tailor your communication to them, not to yourself. That sounds simple, but people miss many details, especially with new media since the developments happen so fast. I see these chances and opportunities that suit the specific situation of my client.
In short, influencing the target group using new media
The biggest value I have to add is that I can think like the target group and can turn that into practical and documented advice and plans. Since I want to dig deep down into my discipline, I have chosen new media as a speciality.