Gartner hype cycle and emerging media curve balls, change-ups, fastballs and Steve Harney’s 5Cs

The Gartner Hype Cycle is a useful graph for analyzing technology hype. Looking at the Gartner graph, I’ll posit we’re somewhere near the “Slope of Enlightenment” and the “Plateau of Productivity” with respect to social media. Over the past couple of years, business leaders have stepped up to the plate and faced some serious pitches while trying to figure out a sound business strategy that leverages social/emerging media. Indeed figuring out how to intelligently deploy emerging media can be like facing pitcher Stephen Strasburg.

Are augmented reality concepts a curve ball to your mobile strategy? Are emerging legal issues surrounding privacy, intellectual property ownership, open source and cloud computing licensing, etc, a change-up to your business game plan? Is the iPad a fastball?

It’s clear the pace of emerging media will continue unabated. Business leaders will continue to face a tsunami of innovation. Thus, it’s great to have a working archetype, or mantra to fall back on when analyzing whether to adopt an emerging media in your business plan. To this regard, Steve Harney has some excellent tips.

During a recent interview I had with Steve, he articulated a process he calls the “5C’s”. Harney’s list of 5C’s is a useful checklist to run through when you’re thinking about how to leverage emerging media—particularly social media—to achieve a business objective. Steve’s successful blog, Facebook page, and KCM Quick Report represent a choreographed social presence that he’s used to build a community that supports his business objectives.

Steve Harney’s 5C’s:

  1. Concept: Understand the concept of what you’re trying to do. What is your brand? What do you want to be seen as? What are your core values?
  2. Conviction: Have conviction to your brand. Once you have established your concept, how much conviction do you have to that brand concept? Ensure that your brand concept is translated into everything you do. The allure of emerging media—particularly social media—is that it’s omnipresent and relatively easy to deploy…and easy to get side-tracked. For example, when Steve launched his Facebook page, he decided that he did not want to dabble in Farmville, Mafia Wars, etc, because those social media activities—although fun, engaging, and playful—were not aligned with the core concepts of his brand.
  3. Consistency: Let your community know that you’re there for them on a consistent basis. For Steve’s brand it’s important to blog every day and update Facebook every day. His community has come to expect this. He therefore must maintain consistency to meet this expectation.
  4. Content: Focus on getting and supplying great content. Ensure that your content is strong and relevant to the community you’ve developed. Act like a curator.
  5. Collaboration: Allow your community to come up with the answers. Provide an environment that promotes sharing of ideas. Bringing minds together so they can learn from themselves is the key driver to getting the community passionate about you and your brand. Actively facilitate discussions that align with the Concept of your brand.

Photo credit: david.nikonvscanon

2 Comments

  1. Alex Cortez says:

    Aloha Eric, great to see another blog post. I have to say that when it comes to SM, I’m more in between Trough of Disillusionment and the Slope of Enlightenment (not quite there, but certainly out of the disillusionment/disappointment phase). Surely incorporating SM effectively into the overall marketing strategy is a plus, but what I lacked when I initially dabbled in SM was having the concept of what it is that I wanted to do with it; some people had told me to use it as a free tool to blast info on listings, some had said to make it all about your personality and not at all about work. Well, now that I have developed my own concept I enjoy SM much more and have been doing it much more consistently. Thanks for the tips.

  2. Eric Bryn says:

    Thanks for your comment, Alex. If you’re using SM for business, the key is to marry your SM time and input to clearly defined business objectives.

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