Social Media Case Study: How Pearson India Gained a Huge Following on Social Media


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Pearson Education joined social media with a wish to reach out to students and parents who rely hugely on social networking sites & world wide web. They launching themselves across 7 platforms on social media.

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Social Media Case Study: How Pearson India Gained a Huge Following on Social Media

  1. 1. NTRODUCTION IAs the world's leading learning company, Pearson touches lives of millions of people around the world. Pearson opens up a world of opportunities in education, by offering effective, accessible, and personalised learning for all kinds of people, in every walk of life.
  2. 2. PEARSON INDIA GOES It’s no news that everyone is online these days. Right from students to parents, each of our lives is incomplete without the World Wide Web. Pearson Education wished to reach out to students and parents who rely hugely on social networking sites as well. We helped Pearson India by successfully bridging the gap between the educationproviderandseeker,bylaunchingthemacross7platformsof social media. This includes, Facebook, Twitter, Linkedin, Quora, Pinter- est, YouTube and Google+. And today, Pearson India is one of the largest communities on social media across Pearson worldwide. Total Facebook Fans: 42,000+ and growing at 200% each quater Average weekly audience engagement: 3,500+ Average weekly audience reach: 135,000+ SOCIAL P
  3. 3. The core strategy of presenting the brand on social media, in a way that the audience likes and appreciates it, was to come forward with facts wrapped in an attractive packaging. This simply means, we shared facts and information in an appealing and interesting manner. facebook.
  4. 4. sample posts.
  5. 5. We created hashtags that could be associated with Pearson India. #LearnInATweet and #AlwaysLearning are hashtags that represented Pearson India and shared interesting facts and information. t twitter.
  6. 6. sample tweets.
  7. 7. We cross promoted platforms and also shared updates about the company l g+ linkedin. google+
  8. 8. sample posts.
  9. 9. On Quora Pearson India has 600+ followers. We knew this is the right platform to connect with students and people who have an opinion about the education industry. Many of Pearson India’s answers on Quora have been upvoted the most number of times as well, which establishes the brands unique view about news and things about the education sector. The company also has an active blog on Quora. q quora.
  10. 10. sample posts.
  11. 11. quora.
  12. 12. quora.
  13. 13. We understand that learning something new is not easy. Hence, we provided students with videos that help them understand things easily and quickly. The brand has 100+ subscriptions on the YouTube account. y youtube.
  14. 14. sample videos.
  15. 15. Probably one of the best ways to execute the strategy for the brand was on Pinterest. What could be a better platform than Pinterest when it comes to sharing information in an appealing and attractive manner? We achieved that successfully by gaining 100+ followers! We dedicated boards to each subject too, like Biology, Chemistry, etc. p pinterest.
  16. 16. sample posts.
  17. 17. successful campaigns. #Ilearntfromdad #Pearsonthankyourteacher
  18. 18. We launched a microsite to promote the Thank Your Teacher activity started by Pearson. Users were given a chance to thank their teacher by uploading a video with a thank you message. To promote the same, a Twitter contest was launched which trended India on Teacher’s Day and managed to gather more entries on the mi- crosite later. THANK YOUR TEACHER
  19. 19. MICROSITE
  20. 20. KEY FEATURES YouTube Direct Integration – All video entries are directly uploaded to Pearson India’s YouTube channel in the ‘Thank Your Teacher’ playlist, through the You- Tube direct integration.
  21. 21. Share-ability – Users are encouraged to share the initiative with their friends, after they submit their entries. KEY FEATURES
  22. 22. Endless Wall – All messages are featured on the wall which is an endless scroll KEY FEATURES
  23. 23. Send Card – Special Thank You cards were sent to teachers on behalf of users Free of Cost KEY FEATURES
  24. 24. Celebrity Thank You Messages – Special celebrity videos section was created. KEY FEATURES
  25. 25. E-mailers were sent out to our database of students, encouraging them to take part in the initiative and thank their teachers. DATABASE MARKETING THANK YOUR TEACHER
  26. 26. twitter.
  27. 27. On the occasion of Father’s Day, we asked Twitteratis to recollect the learnings they imbibed from their Fathers. After 30 minutes into the contest, the hashtag was already trending across India! It was also talked about in Lighthouse Insights. I LEARNT FROM DADI LEARNT FROM DAD
  28. 28. THANK YOU