I noticed some of the buzz surrounding Ad Age's Digital Marketing Conference this week and couldn't help but think of Jerry Bowles' recent post about the Social Media Content Audit. He makes the point that a lot of the stuff we need to establish a networked community is right under our nose.
Cadillac's top ad exec agreed.
..some marketers might be surprised to see the communities that already exist online. Liz Vanzura, global director of advertising for Cadillac, found 300 Cadillac communities in Yahoo Groups and 1,500 YouTube videos tagged Cadillac when she went out to create MyCadillacStory.com. They were already there. We were just providing a unique forum where they could interact using video technology.
Could finding the starting point for social media strategy be as simple as combing through an annual report and a few press releases? You bet. When you're evangelizing how the new web creates value, you better know your client's business and be able to identify the folks most likely to champion the cause. Good job Jerry.
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