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Penguin india Case Study - Engaging Fans on Facebook

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  • 1. Case Study: Engaging Penguin Indiafans on Facebookfans on FacebookHow AliveNow helped engage the fans of Penguin India with creativecontent and created a platform for discussion
  • 2. About Penguin India• Founded in 1985, Penguin Books India is the largest English language tradepublisher which began publishing in October 1987 with six books.• Celebrating its twenty-fifth year in 2012, the company now publishes more• Celebrating its twenty-fifth year in 2012, the company now publishes morethan 250 new titles every year.• Known for its strong fiction and narrative non-fiction list, Penguin Indiapublishes across virtually every segment including biography, travel,business, politics, history, religion and philosophy, lifestyle, cookery, healthand 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.with a very strong following on social networking sites.Social Media Case Study - Penguin Books India02
  • 3. Objective• To increase awareness about the brand and the launch of new books byPenguin India on Facebook.• To be able to reach out to a large audience to talk about new books.• 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 arerelated to the books being released.• To build a community where fans can share their thoughts andexperiences on certain topics.Social Media Case Study - Penguin Books India03
  • 4. Activities Done• We made regular updates on the page, driving engagement on thepage and share information resulting in increase in the number of LIKESand SHARES• We also did a video promotion for many books. Videos were uploadedon Youtube and later shared on the Facebook page which lead tomore views on Youtube and also created engagement on Facebook.• We conducted Facebook chats with many well-known authors ofbooks. Readers had the opportunity to ask questions and share theirpoint of view with the author.Social Media Case Study - Penguin Books India04
  • 5. Content Driven Engagement on FacebookContent Driven EngagementShared regular content every day with interesting creatives andcall to actions. A content strategy was put in place keeping inmind the genre and subject of the book and personality of theauthor.author.We divided content into the following categories. Every piece ofcontent was shared with a well designed creative.- Book Teaser Announcements- Book Launch Event Announcements- Book Topic Discussion Updates- Author Chat announcements- Author Chat announcements- OtherSocial Media Case Study - Penguin Books India05
  • 6. We did book teasers in order to create a suspense around thebook before the launch.Book Teaser AnnouncementsSocial Media Case Study - Penguin Books India06
  • 7. Book Teaser AnnouncementsSocial Media Case Study - Penguin Books India07
  • 8. Book Launch Event AnnouncementsAfter the book teaser we announced the launch of the bookalong with the venue and time so that readers could be presentat the launch.Social Media Case Study - Penguin Books India08
  • 9. Book Launch Event AnnouncementsSocial Media Case Study - Penguin Books India09
  • 10. Book Launch Event AnnouncementsSocial Media Case Study - Penguin Books India10
  • 11. Book Launch Event AnnouncementsSocial Media Case Study - Penguin Books India11
  • 12. Every month we had about 10-15 books to announce. Here weshare a few examples of how we announced the arrivals andlaunches of new books.Book Topic Discussion UpdatesSocial Media Case Study - Penguin Books India12
  • 13. Book Topic Discussion UpdatesSocial Media Case Study - Penguin Books India13
  • 14. Book Topic Discussion UpdatesSocial Media Case Study - Penguin Books India14
  • 15. Book Topic Discussion UpdatesSocial Media Case Study - Penguin Books India15
  • 16. Book Topic Discussion UpdatesSocial Media Case Study - Penguin Books India16
  • 17. Author Chat announcementsWe also had theopportunity toorganize aFacebook withauthors. TheseFacebook chatswere a hugesuccess because itcreatedengagement onthe page and gavefans a chance tointeract with theinteract with theauthor directly.Social Media Case Study - Penguin Books India17
  • 18. Author Chat announcementsSocial Media Case Study - Penguin Books India18
  • 19. Author Chat announcementsSocial Media Case Study - Penguin Books India19
  • 20. Author Chat announcementsSocial Media Case Study - Penguin Books India20
  • 21. Conclusion• As you can see, the Penguin Facebook Page is active withengagement happening everyday for every update.• Compared to a normal facebook brand page, the Penguin India page• Compared to a normal facebook brand page, the Penguin India pagehad much higher level of engagement because of the thoughtful andplanned content strategy.• Content was also created keeping in mind the final objective, which is,prompting the user to purchase the book. These curious questions andupdate will drive the user to contemplate buying the book next timethey see it.• Every creative that was shared was specifically designed keeping inmind the facebook image sizes, hence prompting sharing as well.Social Media Case Study - Penguin Books India21
  • 22. Thank You!Thank You!For more details regarding the Penguin IndiaCase Study, write to us at contact@alivenow.inwith your queries.Visit us at www.alivenow.in to learn more.Visit us at www.alivenow.in to learn more.Social Media Case Study - Penguin Books India22