Digitalization is on everyone’s lips today. However, the subject is not new and the most visionary among us have been interested in it for several years. One person in particular has established herself as the reference in the field: Aline Isoz.
After starting her career in communications, Aline decided to follow her instincts by setting up her own business. In 2010, she created Blackswan, one of the first consulting agencies on digital transformation.
Her mission: “Reduce the digital divide so that no one is left behind”
To achieve this, she is committed on all fronts: exploring the role of the State in digital transformation with eGov, writing articles for Bilan, running a blog “Femmes digitales” for Le Temps and creating a second consulting company called alineisoz.ch.
Naturally, I wanted to meet the woman who has become the leading figure of digitalization in Switzerland to dissect with her the recipe for her success. Here is her advice for you!
Robin von Känel: You are successful in a very competitive sector. Why did you choose digitalization?
Aline Isoz: I realized that there was something buzzing about called Digital Transformation. I did some research on Google Trends in Switzerland and I saw that there was nothing. I did some research on LinkedIn and there was no one. Since I love white areas, I told myself that there was an area to occupy so I planted my flag and became “Mrs. Digitalization” in French-speaking Switzerland.
Your personal brand is very controlled. Is it thought out?
I want to say yes and no. I have a background in marketing communications and public relations. I worked for five or six years in communications agencies, serving clients or as a freelancer. It has become an internal process, a way of thinking, a personal hygiene. I feel like it’s intuitive, but in reality it’s not. I ask myself questions related to the profession I learned: audience? message? content? target? positioning?
How does this reputation impact your professional life?
The impact that I hadn’t necessarily measured is that, as a woman, I find myself unwittingly as a kind of role model: a woman who, without technical training, has managed to establish herself in a world that is a priori technical. And suddenly I carry hopes, expectations.
You have a blog about digital women on Le Temps. Why is this important to you?
I realize that when you have a certain influence, you can accept or not to have a certain responsibility that goes with it. I choose my causes according to personal affinities. Digital women is one, but it’s not the only one. The approach of putting my image at the service of causes that are close to my heart suits me quite well.
How can I combine several occupations while projecting a clear and understandable image?
I think my image is authentic. That’s where I think I’ve done a pretty good job. It’s my way of being. I’ve never cheated. I’ve never sold something that I wasn’t. I’m someone who’s interested in a lot of subjects. I’ve never wanted to limit myself to just one thing, to a label. People often say that you have to choose an axis and stick to it. My axis is to be true to myself, so of course it gives the impression that I’m a 4×4. But that’s the reality. When people meet me, they find the same thing they saw online, that is to say something that goes off in all directions but that is consistent in its values.
What are your 3 tips for becoming the number 1 expert in your field in Switzerland?
Authenticity is very important. Working like this requires a great deal of commitment, consistency, and regularity. If you are not sincere in your approach, you will never last. The cause you choose must be carried viscerally, it is what gives you strength. You have to be clear about the reason that drives you to do this, money not being one of them.
Then, you owe a form of recognition and a non-univocal relationship to your community. The perverse effect of success is that it forces you to keep time for the people who are behind it. You can’t just pump an audience without ever giving anything back. Communication is not just a post on LinkedIn with 15,000 likes. There is all this lumberjack work behind the scenes to respect your community.
Finally, you have to be aware of what it means to create a personal brand. It’s not just funky to get into a market. It’s never a given. You’re at the mercy of any misstep. The more visible you are, the more your inconsistencies will be pointed out.
You communicate very actively on social networks. What does this bring you?
They offer a networking potential that did not exist before. Today, no one is inaccessible anymore. That’s what I like: thinking about subtle approach maneuvers and how to take advantage of different channels to approach new people differently.
You are active on all social media, with specific communication for each. How do you choose the most suitable media for a publication?
My reflex as a communicator is to say that it is not the audience that adapts to you, but you who must adapt to your audience. From the moment I have a certain audience on Facebook that is not the same as on LinkedIn, I will adapt the message. Since I do not have the same people on LinkedIn, Facebook, Twitter or Instagram, I will bring to each person what I think makes the most sense to them.
What are your 3 tips for effective online communication?
First, don’t necessarily undergo what’s happening in our ecosystem and go and get information elsewhere. It’s about avoiding the bubble effect, sharing what’s already being shared. You have to keep watch to look for information outside your networks.
The second piece of advice is quite simple: read. You really have to read the entire content before sharing it or passing it on. It’s a question of credibility. Reacting to content is like putting your “read and approved” stamp on it.
Otherwise, there are no real rules regarding form. There are things that can be shared as is and others that require an explanation or context. Where I have trouble is when people never share anything that comes from third parties, never like anything that comes from third parties, who self-like or reshare their own content fifteen times. It’s very important to play the game, to share with the community, to bring it added value.
There is also a need for consistency. If we follow my line, there may be articles
that talk about various subjects. But the majority, 80% will deal with my favorite subject which is digital transformation. If I put a different article, I explain why I am sharing it.
Social networks have evolved a lot in recent years. What role will they play in a few years according to you?
I don’t know. I think it is the community that shapes the tools and not the tools that shape the community. There is a kind of shared responsibility. LinkedIn is no longer a CV portfolio, it will become what we make of it. Social networks reflect the intelligence that we put into their use.
To remember:
Aline Isoz was able to quickly identify a new trending sector and position herself on it. Without denying her career or compromising on her authenticity. A rigorous reflection on her personal brand allowed her to define the optimal positioning to achieve her objectives.
A fine writer, Aline Isoz has an easy time producing content. But that is not enough to explain her success. Her communications are anchored in a solid reflection on her audiences. Indeed, a speech implies an audience. Understanding who they are, what they like and where to find them is essential in order to deliver a personalized and valuable message.
In a communication there is a sender, but above all a receiver. To paraphrase Kennedy: Don’t ask yourself what your audiences can do for you, but ask yourself what you can do for your audiences!
