Conflicting Values

During the past week we have been focusing on testing our value proposition with stakeholders. We have two main groups of stakeholders; end-users, and brand managers. We talked to both groups to understand what benefit our service provides them. What we realized was that for both companies, and end-users, there is a risk of conflict.

Our service offers consumers a way to build and share stories with each other. They want to share their experiences with friends and family, but question the intentions of companies who use these stories for advertising. We need to find a way to reassure users that they have control of their content. 

Companies have a conflict in creating customer engagement through social media. On the one hand they realize that having customers share their own experiences is very powerful. These customers become brand advocates. On the other hand, these same customers can also share negative experiences, creating problems for the brand. The company wants to control what is being said, but at the same time be authentic.

We need to find a way to reassure users that they have control of their content, and reassure brand managers that they have control of their campaigns.