I first published this back in 2011 and I still refer to it. This is the Hurricane checklist (and Hurricane is a London brand content & social marketing agency).

I was digging around for something (I cannot remember what) and I came across a marketing agency in London that has an awesome website with a bunch of well articulated thoughts.  I really liked their website because they permitted their people to just write and share their own point of view in their own voice.  Not many companies are confident enough to let that happen (they fear someone is going to say something crazy and some really important person is going to randomly come across it online and never ever ever want to speak with the company ever again … ever.)

So it is companies like this Hurricane group that give me hope companies can let an individual voice, of an employee, shout something from a hilltop without looking over their shoulder (and editing).

All that said.

These guys came up with an awesome 6 point checklist for developing campaign strategies that straddle traditional and “social” (see web based) marketing plans of action.

Kudos to these guys.  Smart.  Well articulated. Understandable.  Believable.

Here you go:

Trying to juggle the demands of integrating traditional media with digital/social media can be a nightmare. With the rules changing on a daily basis, what can you do to try and make sense of it all and still create great campaigns that deliver even greater returns?

Here at Hurricane we’ve been talking about our 6C’s checklist for several months now and the more we use it ourselves the more we swear by it. No seriously, hyperbola aside it’s effing awesome.

When looking at developing a campaign strategy for brand or lead generation activity, this checklist should form part of your campaign plan.

Here’s the low down.

  • 1: Credibility – your primary motivation in the new world has to be customer NOT shareholder driven. You need to have a clear and authentic story as to why your product or service “will make a difference” and not just line the pockets of investors and shareholders. What’s your story? Why is it authentic? Why should this matter to your audience?
  • 2: Consent – just because you have a database of 10,000+ customers does not give you the right to spam them with emails and direct mail. You have to earn the right. This means focusing on understanding the needs of your customers first and taking a thought leadership stance to be able to engage rather than sell. What is your view of the market or category you play in? Can you create a thought leadership stance that goes against the accepted view of the market? Can you genuinely deliver against this position? Can you make it exciting and relevant?
  • 3: Content – what can you create that will be of value to the unique buying tribe you are trying to engage with; whether its IT decision makers of  Financial directors. Make sure you nail your value proposition so that your content strategy has real focus. Then you need to think how you can inform, educate and entertain them. Aside from great data capture, great content moves people through the sales cycle quicker. I know you all know how important the right type of content is, but creating it in new and engaging ways (Audio, video…) and syndicating that content across paid for and social networks can really amplify your message and create positive interaction with your customers and prospects.
  • 4: Communities – It’s more important than ever before to understand the unique buying tribes and communities where your brand or product has the strongest rational and emotional fit. These self gathering online communities wield huge influence and their networks and peers can help amplify any brand or marketing message. They are an active resource for all types of market insight and when motivated can be an excellent co-creation and crowdsourcing partner. You need to know where they are, what makes them tick, create content that creates a buzz and encourage them to participate and share in all aspects of your sales and marketing. Devoting yourself to these core communities is a sure fire way to create success.
  • 5: Conversation – in the old world you would send out a rock solid piece of DM, follow it up with an email and back that up with a white paper. It was robust, logical and ticked all the boxes. However, in the new world you also have to be able to kick start the conversation. This means ultimately that you need to be interesting first and right and relevant second. Tapping into the socially connected world means giving people the ammunition to be part of the conversation. Nobody ever emailed their work colleagues a dull email about total cost of ownership. Always think about the BUZZ factor. How will this campaign get people talking about my product or service? What can you do to throw a curve ball into your market place that will get people talking? When you get this right, it’s what we call a Contagious Customer Experience!
  • 6: Creativity – There is more clutter in our lives today than at any other point. To get through you have to make sure you have a stand out brand identity,  a meaningful set of beliefs and brilliant communications to bring it all to life. Social and alternative media have not replaced the big idea. The big idea is your highway straight into the mind of your customer. How does this creative idea make my brand stand out? How does this creative idea get people buzzed? How does this creative idea compel people to share it?


So there you have it, a checklist that quite simply could make you famous (honestly). Oops.

That last sentence (and the italics) are their words.

Interestingly they are words I have also used.

I cannot figure out of it is plagiarism if you think the same thought and use the same words and type them surrounding their thought (which you agree with).

Regardless.  I hope they don’t mind.

While this thinking may not make you famous (as they suggest) it will certainly insure you are smart. Ponder.

Written by Bruce