Starting from Zero: Building Trust and Enthusiasm for an Unknown Brand

Rebecca Thorman (
Social Media Marketing
Location: 2002 Level:
Average rating: ****.
(4.16, 32 ratings)

This case study session will teach attendees how successfully validated an unknown brand and built recognition, affinity and trust with key influencers through an integrated social media strategy.

New companies don’t have the luxury of relying on brand affinity or a big budget for new product or service launches. faced that unique problem. And while its co-founders were experienced entrepreneurs, they had no experience with their target demographic of young moms, and needed to introduce an unfamiliar idea to key influencers to ensure a successful launch.

This session will cover the six months prior to the launch and how Alice used a social media hire, three company blogs, Twitter, Facebook, and more to vet and connect with a list of key influencers. The presenter will describe how the company whittled its list of influencers to 31 which ultimately resulted in 160 blog posts on the day of the company’s launch. The session will highlight the blog strategy and campaigns Alice implemented to build both anticipation and respect for the brand before even having a product to sell. The presenter will also describe how continues to leverage social media to introduce an unknown entity to consumers through communities like Facebook, their community blog, and mom blogs, all of which have contributed to the site’s traffic doubling each month and an astounding 25% closure rate.

Photo of Rebecca Thorman

Rebecca Thorman

Rebecca manages community and PR at the start-up company in Madison, Wisconsin. is changing the way consumers shop for and purchase Consumer Packaged Goods (CPG) like toilet paper, and provides eCommerce and interactive marketing services exclusively to the CPG industry. The company’s eCommerce platform allows CPG manufacturers to create branded storefronts that make it easy for the mainstream consumer to buy all of their household goods online. Alice has been featured on CNN, Rachael Ray, The Today Show, and more, due in large part to’s social media efforts. The Alice co-founders Brian Wiegand and Mark McGuire have an entrepreneur track-record that includes three previous start-up successes including their last company which sold to Microsoft. Rebecca’s favorite brand of toilet paper is Cottonelle.

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Tonya Brilon
05/10/2010 4:48am PDT

Great presentation, honest dialog, really great model of business success using ONLY social media to date.

Picture of Elaine Rudis-Jackson
Elaine Rudis-Jackson
05/09/2010 7:07am PDT

Good, honest insight into how this particular company successfully used pin-pointed social media strategies to propel a nameless startup to brand success. Also I can’t wait to try this service!

Pablo Ferrari
05/07/2010 6:49am PDT

Very usefull! Really liked it. Where can I find the presentation for download?

Picture of Len De Groot
Len De Groot
05/07/2010 3:48am PDT

OK. Some good info but it seemed to wander a lot

Scott Wainner
05/06/2010 9:37am PDT

Yes I agree about the random question (the military guy really sucked up time) but Rebecca was awesome, great presentation, really great model of a successful launch.

Picture of Jason Penny
Jason Penny
05/05/2010 3:39pm PDT

Very informative. I enjoyed hearing about the company and how you have been successful with your social media efforts.

Scott Strain
05/05/2010 7:16am PDT

Too many random questions derailed the presentation.

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