Most times when we refer to some content on social media as fascinating or riveting, we usually think of content that balances aesthetics and creative thought process in a way that makes the work put into it visible. Or sometimes, we think of big advertising brands and how they continue to thrive in digital marketing.
Interestingly, the trend of digital [marketing] strategy at this time of the century involves more than punching 140-character quotes or random posts and pictures.
To learn a little about the thought that goes into creating social media campaigns, we spoke with Olaoluwa Adegun. Olaoluwa currently works as a digital strategist for SO&U, a marketing communications agency in Lagos.
Olaoluwa considers herself to be a creative hybrid based on her blend of experiences in digital media, art design and copywriting.
She says growing up with her creative older brothers acted as a catalyst to giving her “timid imagination wings.” As a child, her parents encouraged her music and artistic inclinations, so she didn’t find it difficult understanding her place in the grand scheme of things.
She’s currently working on some amazing ideas for awesome brands, but some notable projects she executed in the past are The Take Tomorrow and PWC campaigns for Access Bank, and a couple of hit radio jingles and social media campaigns.
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What do you do as a social media strategist and what does it entail?
Think of strategy on copy writing, art direction, PR and analytics living as one whole. It’s pretty much like a blend of four jobs but with more emphasis on the online space.
What’s the most enjoyable part of your job role?
Hahaha… I wouldn’t say there’s a part. The fact that I get to be and do so many different and interesting things at the same time makes what I do very enjoyable. It has its quirks, don’t get me wrong but there’s never a dull moment and you keep learning and discovering new things while trying to stay up to date with the latest trends. It’s like you’re part of the equation
What kind of education and experience did you acquire?
There was a time I feared I was nomadic in nature career wise. I studied Art, Design and Printing Technology for about 3 years in Yabatech while I worked as an intern for 3 months in the digital colour department of a printing and publishing firm. Then, I completed my 1 year internship programme at an advertising agency as a creative. Afterwards, I took a four year course in Communication and Language Arts at the University of Ibadan. It wasn’t difficult to ease back into marketing communications. Started out as an art director, went into copy writing and finally got comfortable with digital marketing.
Did you need any certifications to work in your current role?
The advertising industry is mostly about skill set. So apart from a degree which is standard entry requirement, if you claim to have a skill, how have you used it? My previous work experience gathered from my internship programmes really helped me navigate my career path. I had something to show and I was good at it. But of course, everyone should aim to higher heights of success and that is what certifications, courses and trainings help you achieve. I’m Google certified which has its perks and I’m soon to be analytics certified too. This recognizes my prowess and expertise in creating, managing and analysing online campaigns.
What do you actually spend the majority of your time doing?
I love to research. I can read a hundred articles a day on anything music, creative design and innovative technology. Always thinking of the next big solution breakthrough or something good that has the potential to go viral.
What misconceptions do people often have about your job?
Entry point for beginners may be tough. True. It may feel that way because you’re just starting out, and haven’t made some personal impact among your peers or within the industry. Truth is ‘you’re still in the ‘feeling out’ stage. I believe the same goes for any career. But, the truth is you’ve got to give yourself time to grow and get into the ‘sponge mode’ if you’re going to win. Before long, you’d have made a name and people can trust you with brands. Then, you’ve got bargaining power and can find people who’d like to collaborate with you.
What are your average work hours?
Officially, 8 hours. Truthfully, 10 hours. Faffing ideas inclusive.
There’s a whole lot of creativity involved in what you do – in terms of idea conception and execution – how do you stay on top of your game?
Research. Research. Research. Get case studies; follow big brands or ideation hubs. Study what people are doing, what’s going to happen. Make deductions. Test prototypes. One must keep learning, acting on new knowledge and collaborating.
What do you consider as the biggest milestone you’ve achieved for your organization?
Well, apart from the groundbreaking ideas and pitches my team has handled like the ‘Take tomorrow’ campaign and ‘Women Banking’ for Access Bank, I’d say the Cannes Young Lion Cyber Competition. It was the first ever win in Nigeria in the cyber category and I must say encouraged me in my career path.
How does technology enable/enhance your work? What gadgets/tech equipment/ Apps/Software can’t you do without for work?
If you think you need a Personal Assistant, think again. With Technology, I have my entire self organized. It’s a big weight lifter. I multi task a lot and my Evernote has helped navigate through that beautiful mess. I’m obsessed with Adobe Creative Suite. A must have. My laptop of course. Every other thing is online really.
What are the challenges of your work and how do you deal with them?
I guess in the end, it’s not having enough time to do that extra extra or having a digital version of a writer’s block. Sometimes, you might have your ideas thrown back at you without mercy and marked with ‘begin again’. But, best part is you can always collaborate, make some modifications and your ideas are never wasted. They might just need another brand presence.
What’s an average starting salary in your line of work?
It depends really. For beginners, about ₦100, 000, allowances exclusive.
What are the opportunities available in your field that young people in Nigeria can take on?
There are a lot of opportunities you can milk. In an era that is becoming heavily digitalized, it helps when you can work across a space and know your way around the internet. Content creation, social media management, web analytics, e-commerce, the list is endless. My advice, find what you love doing and pursue it with all determination. Eliminate distractions. Trust me; you’ll be glad you did. Focus on what really matters at every given time, network with people of like mind. Research, Google is your world, YouTube is waiting for you. Tutorials are so effective. Be quick to make up your mind on your interests. You can change along the way but it won’t be too far apart from what you’ve been learning. And of course, be on good terms with your maker. All the best.
My Job description is an interview series on Notofcode that focuses on people’s jobs in vocations that are largely reliant on modern science and technology. If you’d like to share your career, email us at akinzo@notofcode.com.
oluwaseun
August 31, 2016 at 7:44 am
Go girl!!!!! Am proud of you Olaoluwa