Promise statements don’t just need to be ‘honest to God’ true to unique value that a firm/ offering brings, but also be relevant to times and the immediate environment in which this firm/ offerings operates. So, when we launched Blogworks™, in December 2006, we were amongst the very few operating in the social media consulting space.
Our introduction said:
It continues to read exactly the same today, but something has changed – our promise statement or what many would call the ‘tagline’.
It used to read: Know-how for brands & corporates. Until yesterday.
The need, thus far, was to educate our market – brands and corporates – on relevance and impact of the new environment.
We got the word out… by conducting workshops, speaking on panels and at seminars, writing extensively on this blog and through mainstream media to reach the audience that we could not have reached here. There were a few others in the community doing the same. This part will continue.
However, the good thing is: the needle has moved some as marketers and corporates begin to understand impact. Some have taken first steps and are benefiting from insights and engagement that social media brings. They are doing so either by quietly listening to ongoing conversations on blogs, forums, social networks OR, some are now directly engaging through blogs, blogger engagement programmes, communities, applications, widgets and more…
A lot of it is still tactical. Nothing wrong with that either…
On the other hand, the new opportunity also means that more communication firms are jumping into fray. Many existing ones have introduced/are planning to introduce their social media offerings.
Do/ will all of them offer the same services? Bring the same value? Obviously the answer is NO.
The time has come to position our respective differentiated offerings uniquely, to stand apart.
Where do we fit into this at Blogworks™? We are clearly about “Strategic Social Media Solutions”.
Any low-entry barrier business throws the challenge of commoditization of and the way to stay differentiated is by staying true to your purpose.
Ours is about enabling transparent and ethical conversations between our clients and their stakeholders.
UPDATE, 1 April, 2008: I was talking to someone about this and explained that ideally our promise statement should talk about ‘conversational communication & marketing’ because that’s what we really do, except it might be a little ahead of its time, in the India context, to use it right now (too many explaining will be needed). Therefore, will the line likely change again? I don’t have a moment’s doubt to answer that – YES, it would , very soon I hope.
Disclaimer: Views of authors are personal and do not represent the views of Blogworks, or any of its clients.