Case Study: Engaging Penguin India Fans on Facebook

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How AliveNow helped engage the fans of Penguin India with creative content and created a platform for discussion.

How AliveNow helped engage the fans of Penguin India with creative content and created a platform for discussion.

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  • 1. Case Study: Engaging Penguin India fans on FacebookHow AliveNow helped engage the fans of Penguin India with creative content and created a platform for discussion
  • 2. About Penguin India• Founded in 1985, Penguin Books India is the largest English language trade publisher which began publishing in October 1987 with six books.• Celebrating its twenty-fifth year in 2012, the company now publishes more than 250 new titles every year.• Known for its strong fiction and narrative non-fiction list, Penguin India publishes across virtually every segment including biography, travel, business, politics, history, religion and philosophy, lifestyle, cookery, health and fitness, sports and leisure, visual books and children’s books.• Penguin India has the strongest online presence of any Indian publisher, with a very strong following on social networking sites.02 Social Media Case Study - Penguin Books India
  • 3. Objective • To increase awareness about the brand and the launch of new books by Penguin India on Facebook. • To be able to reach out to a large audience to talk about new books. • To engage fans on a daily basis by having them debate on topics that are related to the books being released. • To build a community where fans can share their thoughts and experiences on certain topics.03 Social Media Case Study - Penguin Books India
  • 4. Activities Done • We made regular updates on the page, driving engagement on the page and share information resulting in increase in the number of LIKES and SHARES • We also did a video promotion for many books. Videos were uploaded on Youtube and later shared on the Facebook page which lead to more views on Youtube and also created engagement on Facebook. • We conducted Facebook chats with many well-known authors of books. Readers had the opportunity to ask questions and share their point of view with the author.04 Social Media Case Study - Penguin Books India
  • 5. Content Driven EngagementContent Driven Engagement on Facebook Shared regular content every day with interesting creatives and call to actions. A content strategy was put in place keeping in mind the genre and subject of the book and personality of the author. We divided content into the following categories. Every piece of content was shared with a well designed creative. - Book Teaser Announcements - Book Launch Event Announcements - Book Topic Discussion Updates - Author Chat announcements - Other05 Social Media Case Study - Penguin Books India
  • 6. Book Teaser AnnouncementsWe did book teasers in order to create a suspense around thebook before the launch.06 Social Media Case Study - Penguin Books India
  • 7. Book Teaser Announcements07 Social Media Case Study - Penguin Books India
  • 8. Book Launch Event Announcements After the book teaser we announced the launch of the book along with the venue and time so that readers could be present at the launch.08 Social Media Case Study - Penguin Books India
  • 9. Book Launch Event Announcements09 Social Media Case Study - Penguin Books India
  • 10. Book Launch Event Announcements10 Social Media Case Study - Penguin Books India
  • 11. Book Launch Event Announcements11 Social Media Case Study - Penguin Books India
  • 12. Book Topic Discussion Updates Every month we had about 10-15 books to announce. Here we share a few examples of how we announced the arrivals and launches of new books.12 Social Media Case Study - Penguin Books India
  • 13. Book Topic Discussion Updates13 Social Media Case Study - Penguin Books India
  • 14. Book Topic Discussion Updates14 Social Media Case Study - Penguin Books India
  • 15. Book Topic Discussion Updates15 Social Media Case Study - Penguin Books India
  • 16. Book Topic Discussion Updates16 Social Media Case Study - Penguin Books India
  • 17. Author Chat announcements We also had the opportunity to organize a Facebook with authors. These Facebook chats were a huge success because it created engagement on the page and gave fans a chance to interact with the author directly.17 Social Media Case Study - Penguin Books India
  • 18. Author Chat announcements18 Social Media Case Study - Penguin Books India
  • 19. Author Chat announcements19 Social Media Case Study - Penguin Books India
  • 20. Author Chat announcements20 Social Media Case Study - Penguin Books India
  • 21. Conclusion • As you can see, the Penguin Facebook Page is active with engagement happening everyday for every update. • Compared to a normal facebook brand page, the Penguin India page had much higher level of engagement because of the thoughtful and planned content strategy. • Content was also created keeping in mind the final objective, which is, prompting the user to purchase the book. These curious questions and update will drive the user to contemplate buying the book next time they see it. • Every creative that was shared was specifically designed keeping in mind the facebook image sizes, hence prompting sharing as well.21 Social Media Case Study - Penguin Books India
  • 22. Thank You! For more details regarding the Penguin India Case Study, write to us at contact@alivenow.in with your queries. Visit us at www.alivenow.in to learn more.22 Social Media Case Study - Penguin Books India