How we used social media to promote a newly launched book for one of our clients.
THE BOOKUSING THE AGE-OLD CRAFT OF STORYTELLING, THISEVOCATIVE AND THOUGHT- PROVOKING BOOK WEAVES TOGETHER MODERN MANAGEMENT THEORY AND PRACTICES WITH THE FOLKLORE OF THEPANCHATANTRA AND WISDOM OF INDIAN PHILOSOPHY. ITGIVES A FRESH PERSPECTIVE WITH SIMPLE AND CLEARSOLUTIONS TO THE NAGGING ISSUES THAT YOUNG PROFESSIONALS FACE ON A DAILY BASIS, BE IT HARD NEGOTIATIONS, OFFICE POLITICS OR NEVER-ENDING DEADLINES.
EXECUTIVE SUMMARYThe social media campaign of “Manage Emotions towin”, a book which was released in december2011, was a huge success which engaged readersonline through a blog and Facebook page of the same.In span of just two months it garnered over 6000 likeson Facebook page and increased traffic to its’ blog byover 300%. The viewers were also engaged real-timeby organizing events like book launch across manycities in India and leveraging facebook to invite peopleand increase the footfalls at these events.
CHOICE OF CHANNEL/SPrimary channel was Facebook and the author’sblog. The challenge being building an effectivesocial media profile with a limited budget. Theclient was suggested to have fewer but effectivesocial media profiles, and use a more focusedonline marketing strategy rather than diluting theefforts across a lot many platforms.
OBJECTIVEBuild anticipation about the book and engage Targetaudience which comprised young professionals.Generate positive word of mouth and referrals for thebook.
STRATEGY AND PLANNINGTwo parallel campaigns were planned to drive homethe message.1. A Blog not only educating about the book but also containing useful articles for self-improvement at the professional front.2. A Facebook CampaignThe Facebook page and the blog were filled andconstantly updated with relevantarticles, pictures, links and quiz. It was more of aninteractive and dynamic page rather than a static oneas the author was personally involved in answeringthe queries of viewers.This was to engage viewers at the primary level andeducate them about what book entails.
EQ QUIZ:Once we built a good traction on the facebook page with around5,000 fans, the client wanted to engage the audience at a deeperlevel. For this, our team came up with the idea of engaging theaudience with the help of a quiz. Fans were invited to participatein the quiz and find out how good they are at managing emotionsat workplace.The results were published on the walls of the users which helpedpromoting the quiz and the brand further to the network of theuser through news feed.Also the people who took the quiz had an option to explore theresults further, by clicking on a link which redirected them to theauthor’s blog where the results were discussed in detail.This was a huge success with over 500 entries for quiz and over70% of quiz-taker ended up at blog. And all this without anyadvertising budget.
EVENTSAll the book launch events that were organized acrossIndia leveraged the facebook page to increase the no.of visitors in the events.As expected, facebook campaigns helped increasingthe turnout significantly. Thus the viewers wereengaged real-time and also got to chat with author notonly on facebook page but also face to face.
ONLINE BUYINGThere was also provision of buying book fromBuyBooksIndia, link of which was provided onFacebook page as well as on the blog. So, it was acentralized system which helped in converting viewersinto customers. Offering 25% discount on the bookfurther increased customers.
IMPLEMENTATIONIt is worth noting that the campaign had a verylimited budget. Online adverts spend was optimizedafter experimenting with differentideas, formats, texts, designs etc. Thus the finalresult came out to be highly effective.Also there was high conversion rate as the TG wasscrutinized based on several parameters like-Demographics, age, education, interest etc. Usingthis methodology, cost per fan acquired wasbrought down drastically.Using tools like SEM, there was 300% increase intraffic in just 3 months.
IMPACT AND OUTCOMEoThe Facebook page recorded over 6000 likes and gotover 300 people talking in span of just 2 weeks.oEngagement of around 6 percent which is way higherthan industry avg of 1 percent on facebook page.oTheblog viewership was increased over 300% in 3months.oNumber of people turning up for book launchorganized in cities across India significantly increased.oIncrease in online buying of book.oNotto mention, brand value successfully enhancedamong TG as well as Corporate.
CLIENT TESTIMONIALRaghav and his team has managed facebookmarketing for my book and online promotion for mycompany. There are several reasons why I recommendhis work. One is his in-depth understanding of digitalmarketing and social media; second he thinks ofsolutions outside the box and remains as committedto the business as if he were a part of it, not just anexternal consultant. He is always ready to put all hisenergy, stamina and go that extra mile to get the jobdone. Its my pleasure to recommend him personallyand professionally. - Rashmi Datt CEO (Dialog Services)