Social Media Case Studies: Integrating PR & Social Media
We’re often asked, “Are you a PR agency or a Social Media agency?” We suggest that that’s immaterial. We do both. The disciplines are merging. SHIFT offers a hybrid approach in which a Facebook Group Admin is treated with the same respect and thoughtfulness as a New York Times reporter. It makes a difference.
How about a case study to illustrate how “PR” and “Social Media” can work in tandem?
On June 23, 2009, online homegoods service Alice.com officially went live — and before long ranked as among one of SHIFT’s favorite and most successful launches.
Alice.com is the fourth start-up cofounders Marc McGuire and Brian Wiegand created together. Having had great success with their last venture, Jellyfish.com — which sold to Microsoft after little more than a year — we determined to make Alice.com an even greater triumph for the young entrepreneurs.
Adopting the Forrester POST Methodology for our planning purposes, SHIFT first advised McGuire and Wiegand to build a community of loyalists; in this case, we all agreed to target mom- and frugal bloggers, whose input during the pre-launch phase would help bring improvements, attention and grassroots credibility to the service.
Understanding the reach and influence mombloggers have achieved over the past few years, SHIFT worked with our internal Alice.com contact, the inimitable Rebecca Thorman (@modite), to send invitations to several pre-identified bloggers, offering early trial of the site and inviting honest feedback.
The Alice team also offered extra discounts and coupons to select bloggers, so they could extend incentives to their readers to try the service.
Finally, SHIFT consulted on a series of contests and giveaways via Twitter, which continued on a weekly basis.
On the traditional media front, SHIFT accompanied the Alice co-founders on a press tour the week before the launch, briefing tier-one targets such the New York Times, BusinessWeek, Financial Times and Reuters. The journalists published their stories the day of the launch, along with hundreds of blogger 
loyalists — causing a media storm online, in print, in blogs, and on Twitter.
In one week, Alice received 110 pieces of unique coverage and nearly 70,000 tweets. As of this writing, Alice also garnered nearly 70 broadcast hits in local markets such as CBS Boston, NBC Phoenix and ABC Philadelphia. Better yet, national broadcast coverage included segments on CNN, the TODAY Show and Rachael Ray!
In early June, the pre-launch Alice.com site had 170,000 site visits — before anyone could even use the service. At launch time in July, Alice.com’s traffic jumped to nearly 400,000 site visits. Today, according to Compete.com, Alice.com boasted over 2.5M visits as of October 2009.
Alice does not invest in advertising — this was all grassroots Social Media and PR efforts, operating in tandem against a carefully orchestrated plan.
Note how the shape of this launch mapped to the Awareness Scale discussed last month. A grassroots Social Media effort significantly boosted — and subsequently amplified — the success of the mainstream media effort, which fed back into the netroots. Moving into the future, as revenues and strategy allow, Alice.com might consider an advertising strategy to solidify and defend their lead in consumers’ minds.
It’s not either PR or Social Media or Advertising. It’s a continuum. It’s all of the above. It’s about “force multipliers.” The successful plan requires a host of partners, skillsets — and of course, savvy and trusting clients like the folks at Alice.com.
P.S. – If one of the folks on your Xmas list is always complaining about making yet another trip to pick up something at Target, etc., letting them know about a free Alice.com account might be the best gift you could give!
Posted on: December 15, 2009 at 8:45 am By Todd Defren
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Social Media & Public Relations: Case Studywww.pr-squared.com [link to post] -
A case study of social media and public relations [link to post] -
RT @ConceptHub: Social Media & Public Relations: Case Study [link to post] -
Social Media & Public Relations: Case Study (via my6sense) [link to post] -
RT: @rachelakay Good case study from @tdefren -traditional PR and social media power strategy [link to post] -
RT @cassie_holman: Alice.com=perfect case study on value of merging social AND traditional PR–>[link to post]). (shout out to … -
Alice.com=perfect case study on value of merging social AND traditional PR–>[link to post]). (shout out to @modite) -
Great case study on Social Media and Public Relations [link to post] -
RT @traackr: Here is a great case study from SHIFT: PR or Social Media? Who cares! [link to post] Nice work… -
RT @traackr: Here is a great case study from SHIFT: PR or Social Media? Who cares! [link to post] Nice work… -
SHIFT’s breakdown of Alice.com launch: RT @Vocus: Social Media & Public Relations: Case Study [link to post] -
RT @cpferguson From PR-Squared: Social Media & PR [link to post] -
RT @cpferguson: From PR-Squared: Social Media & PR [link to post] -
RT @Vocus: Social Media & Public Relations: Case Study [link to post] -
RT @JasonFalls: How ya do it – Social Media and Public Relations – From @tdefren – [link to post] (gr8 case study) -
Good read re: integration of traditional and social media RT @tweetmeme Social Media & Public Relations: Case Study [link to post] - -
Insight: Social Media or Public Relations ?via @tdefren @JasonFalls @mikefixs – [link to post] #pr #SM -
Great case study on how social media and public relations work together-Deveney believes in this style of work: [link to post] -
Social Media & Public Relations: Case Study-[link to post] -
PR and social media are interconnected. One case study – [link to post] -
RT @1bizzywriter: Social Media & Public Relations: How they work together [link to post] -
Social Media & Public Relations: How they work together [link to post] -
RT @PRSrbija: RT @RFIPR: Social Media & Public Relations: Case Study – [link to post] – Excellent, important read. #PR #socialmedia -
Social Media & Public Relations: Case Study – [link to post] – Excellent, important read. #PR #socialmedia -
RT @RFIPR: Social Media & Public Relations: Case Study – [link to post] – Excellent, important read. #PR #socialmedia -
Social Media & Public Relations: Case Study: We’re often asked, “Are you a PR agency or a Social Media agency?”… [link to post] -
Good read RT @PublicityGuru: Excellent case study of how PR & Social Media worked in tandem 2 score top media/traffic [link to post] -
How ya do it – Social Media and Public Relations – From @tdefren – [link to post] -
SocMed> Social Media & Public Relations: Case Study [link to post] -
Social Media & Public Relations: Case Study -> [link to post] -
RT @kbodnar32: RT @ShannonPaul: Thanks to @TDefren for sharing this! Social Media & PR Case Study: [link to post] -
Social Media & Public Relations: Case Study [link to post] #pr -
RT @ryanstephens: Nice Alice.com case study from @TDefren – and always good see @Modite’s hard work acknowledged –> [link to post] -
Caso de Estudio: Social Media & Public Relations [link to post] -
RT @TDefren PR & Social Media *case study.* It’s not either/or, it’s about “force multipliers.” [link to post] -
Nice Alice.com case study from @TDefren – and always good see @Modite’s hard work acknowledged –> [link to post] -
SHIFT case study for Alice.com highlights the overlapping importance of trad. PR and social media. Well done. [link to post] -
RT @rachelakay: Good case study from @tdefren -traditional PR and social media power strategy [link to post] -
Good case study from @tdefren -traditional PR and social media power strategy [link to post] -
Good case study from @tdefren -traditional PR and social media power strategy [link to post] (via @rachelakay) -
Thanks to u too! (I was looking for) RT @ShannonPaul: Thanks to @TDefren for sharing this! Social Media & PR Case Study: [link to post] -
Great case study from @TDefren on using PR and SM in tandem: [link to post] -
RT @ShannonPaul: Thanks to @TDefren for sharing this! Social Media & PR Case Study: [link to post] -
hehe @TDefren makes it sound so easy! A site launch case study. [link to post] -
PR or SM? How about communications? @tdefren -traditional PR and social media power strategy [link to post] -
great case study
RT @ShannonPaul Thanks to @TDefren for sharing this! Social Media & PR Case Study: [link to post] -
Social Media & Public Relations: Case Study [link to post] -
@PublicityGuru does the link stay live? I want to revisit this after the Holidays & things calm down a bit — [link to post] -
RT @PublicityGuru: Excellent case study illustrating how PR & Social Media work in tandem 2 score top media & traffic [link to post] -
RT @PublicityGuru: XCLNT case study how PR & Social Media worked in tandem 2 score top media & traffic [link to post] -gr8t job! -
RT @PublicityGuru Social Media & Public Relations: Case Study [link to post] #socialmedia #pr #publicrelations -
Excellent case study illustrating how PR & Social Media worked in tandem 2 score top media & traffic [link to post] -
RT @meganwebb8 @PublicityGuru: Case Study PR & SM worked in tandem 2 score top media & traffic [link to post] -
RT @tweetmeme Social Media & Public Relations: Case Study [link to post] -
Thanks to @TDefren for sharing this! Social Media & PR Case Study: [link to post] -
Social Media and PR Case study [link to post] from @tdefren -
Reading @TDefren’s Alice.com social media & PR case study: [link to post] -
RT @intersection1 CASE STUDY: How “PR” and “Social Media” can work in tandem [link to post] -
RT @TDefren: Social Media & Public Relations *Case Study* [link to post] (Already got the follow-back, Todd. It’s just worth sharing…) -
RT @TDefren: Or, rather than throw an @ my way, feel free to RT today’s case study post (*ahem!*) [link to post] – I promise a follo … -
RT @TDefren Or, rather than throw an @ my way, feel free to RT today’s case study post (*ahem!*) [link to post] -
@kajehart the post is back up, try it again – [link to post] -
RT @TDefren: RT for West Coasters: PR & Social Media *case study.* It’s not either/or, it’s about “force multipliers.” [link to post] -
RT @TDefren: RT @juliapflaum [link to post] Grassroots SM effort significantly boosted success of mainstream media effort #marketing -
P.R. & sociale media gaan hand in hand. RT @intersection1 How PR & Social Media can work in tandem [link to post] -
RT @intersection1: CASE STUDY: How “PR” and “Social Media” can work in tandem [link to post] -
CASE STUDY: How “PR” and “Social Media” can work in tandem [link to post] -
#SocialMedia & Public Relations: Case Study [link to post] #PR (via @ldatta) -
Still a huge loyalist to @tdefren, and love to see a CEO blog about a case study like this: [link to post] Chk out Alice.com -
Social Media & Public Relations *Case Study* [link to post] via @TDefren #pr #sm #abracom -
RT @Aerocles: Reading @tdefren’s Latest Post – Social Media & Public Relations: Case Study [link to post] -
Good case study on @alice launch: ‘It’s not social media *or* pr, it’s both. [link to post] (via @lizgirl @arikhanson @tdefren ) -
Great PR/SM case study courtesy of @tdefren: The story of @alice: [link to post] -
#SocialMedia & Public Relations: Case Study [link to post] #PR -
Social Media & Public Relations: Case Study: A grassroots Social Media effort significantly boosted — and s.. [link to post] -
Social Media & PR Case: [link to post] good stuff by @TDefren -
By @TDefren: Social Media & Public Relations *Case Study* [link to post] -
RT @greggvm: Good. “Social Media & Public Relations: Case Study” [link to post] -
RT @EstrellaBella10: RT @TDefren: Social Media & Public Relations *Case Study* [link to post] (Thanks for sharing, Todd!) -
RT @TDefren: Social Media & Public Relations *Case Study* [link to post] – great work and thanks for sharing. -
RT @TDefren: Social Media & Public Relations *Case Study* [link to post] – All #PR pros should take 5 min and read this. -
RT @arikhanson: Great PR/SM case study courtesy of @tdefren: The story of @alice: [link to post] -
Great client case study! Alice.com RT @tdefren Social Media & Public Relations: Case Study [link to post] -
RT @tdefren Social Media & Public Relations: Case Study [link to post] -
RT @tdefren How Social Media & Public Relations should work together: A Case Study [link to post] -
RT @TDefren: Social Media & Public Relations *Case Study* [link to post] (Thanks for sharing, Todd!) -
Looking forward to reading this: Social Media & Public Relations *Case Study* [link to post] (via @TDefren) -
RT @TDefren: Social Media & Public Relations *Case Study* [link to post] -
Good. “Social Media & Public Relations: Case Study” [link to post]
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That’s really good case study. Thank you! Congrats Alice.com!
I think this is a perfect example of how one can “measure” the benefits of using social media. I think it’s amazing that the Alice.com launch got amazing publicity but didn’t spend any money on an advertising campaign. Also, I think it’s great that social media provides virtually free instant consumer feedback — something that companies spend millions of dollars for. Great case study — Thanks!”
I think this is a perfect example how one can “measure” the benefits of social media. I think it’s amazing that Alice.com was able to achieve the results that it did without even spending any money on advertising. Not only are publicizing tactics virtually free with social media. but instant feedback is available — which many companies spend millions of dollars trying to research. Great case study — Thanks!
Todd- great case study. It is amazing how much play and hype was generated. I’m excited to see some sort of update or follow up to the story. Thanks for the post, keep up the quality work.
Hi,
Great case-study!
I agree with some of the other comments. I would like to see “what happened then?” – What happened after the launch.
Best,
Magnus Lundin – Sweden
http://www.Gamsun-Media.se
Hi Todd,
A quick read,filled with great statistics making it a great case study.A lot to learn and great merger can be seen easily here between PR and social media.
As Jeremiah Owyang says intentional web is the future, I don’t think there is going to be a better mode of maintaining good PR then social media.
Thanks For Sharing !!
Todd–
This is great stuff. Obviously, SHIFT is an innovator in social media/PR integration, but it is refreshing to read a case study that lays out the social media tactics employed, and how these work in tandem (not in place of) with traditional media outreach.
Jeff
@jbenanto
I think this is an argument for working with a hybrid firm – one that offers both PR & SM capabilities. It’s fairly often that I hear of firms looking to hire a social media agency and a PR agency. To me, there is so much overlap in these audiences, so the right hand needs to know what the left hand is doing. An integrated plan makes sure all bases are covered, and all influencers are touched. The results, as evidenced above, can be amazing!
Great case study and very inspiring! I’d be interested to see a follow up on how you ‘maintained’ the hype after the launch.
Kelly
wow that’s amazing! can you explain your process a bit more?
Excellent case study. Thank you for sharing. We are all working and exploring ideas in real-time, so case studies like these are really valuable to the industry. Great work and congrats on your success!
Hi Todd,
Great post. I think it’s evident that the intersection and integrated structure is always the best way to go. It’s interesting to see how the different facets can build on and reinforce each other. More case studies!
Todd,
Great case study. A few things:
I’d shy away from calling media “tier-one targets.” Kinda creeps us out.
I wish you told us more about Alice.com and what they do in the intro!
Do you have other numbers besides Compete.com? I’m sure Alice.com’s internal numbers are even higher. (That tends to be the case in my experiences.)
That being said, thanks for sharing.
Joe
I’ve found the Compete.com traffic numbers to be higher than the server log shows. In one case, Compete was off by a factor of 10! Quantcast seems a little more accurate…
Loved the Alice launch. Did not know that you guys were a part of the force behind it.
Props