The document discusses the successful social media campaign for the book 'Manage Emotions to Win', released in December 2011, which effectively utilized Facebook and a blog to engage young professionals. The campaign attracted over 6,000 likes on Facebook, significantly increased blog traffic, and resulted in high viewer engagement through interactive events and a quiz. Ultimately, the campaign enhanced brand value and conversion rates, with positive client testimonials highlighting the team's dedication and expertise in digital marketing.

1. THE BOOK
USING THE AGE-OLD CRAFT
OF STORYTELLING, THIS
EVOCATIVE AND THOUGHT-
PROVOKING BOOK WEAVES
TOGETHER MODERN
MANAGEMENT THEORY AND
PRACTICES WITH THE
FOLKLORE OF THE
PANCHATANTRA AND WISDOM
OF INDIAN PHILOSOPHY. IT
GIVES A FRESH PERSPECTIVE
WITH SIMPLE AND CLEAR
SOLUTIONS TO THE NAGGING
ISSUES THAT YOUNG
PROFESSIONALS FACE ON A
DAILY BASIS, BE IT HARD
NEGOTIATIONS, OFFICE
POLITICS OR NEVER-ENDING
DEADLINES.

2. EXECUTIVE SUMMARY
The social media campaign of “Manage Emotions to
win”, a book which was released in december
2011, was a huge success which engaged readers
online through a blog and Facebook page of the same.
In span of just two months it garnered over 6000 likes
on Facebook page and increased traffic to its’ blog by
over 300%. The viewers were also engaged real-time
by organizing events like book launch across many
cities in India and leveraging facebook to invite people
and increase the footfalls at these events.

3. NATURE OF THE CAMPAIGN
Business to consumer

4. CHOICE OF CHANNEL/S
Primary channel was Facebook and the author’s
blog. The challenge being building an effective
social media profile with a limited budget. The
client was suggested to have fewer but effective
social media profiles, and use a more focused
online marketing strategy rather than diluting the
efforts across a lot many platforms.

5. OBJECTIVE
Build anticipation about the book and engage Target
audience which comprised young professionals.
Generate positive word of mouth and referrals for the
book.

6. STRATEGY AND PLANNING
Two parallel campaigns were planned to drive home
the 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 Campaign
The Facebook page and the blog were filled and
constantly updated with relevant
articles, pictures, links and quiz. It was more of an
interactive and dynamic page rather than a static one
as the author was personally involved in answering
the queries of viewers.
This was to engage viewers at the primary level and
educate them about what book entails.

7. EQ QUIZ:
Once we built a good traction on the facebook page with around
5,000 fans, the client wanted to engage the audience at a deeper
level. For this, our team came up with the idea of engaging the
audience with the help of a quiz. Fans were invited to participate
in the quiz and find out how good they are at managing emotions
at workplace.
The results were published on the walls of the users which helped
promoting the quiz and the brand further to the network of the
user through news feed.
Also the people who took the quiz had an option to explore the
results further, by clicking on a link which redirected them to the
author’s blog where the results were discussed in detail.
This was a huge success with over 500 entries for quiz and over
70% of quiz-taker ended up at blog. And all this without any
advertising budget.

8. EVENTS
All the book launch events that were organized across
India leveraged the facebook page to increase the no.
of visitors in the events.
As expected, facebook campaigns helped increasing
the turnout significantly. Thus the viewers were
engaged real-time and also got to chat with author not
only on facebook page but also face to face.

9. ONLINE BUYING
There was also provision of buying book from
BuyBooksIndia, link of which was provided on
Facebook page as well as on the blog. So, it was a
centralized system which helped in converting viewers
into customers. Offering 25% discount on the book
further increased customers.

10. IMPLEMENTATION
It is worth noting that the campaign had a very
limited budget. Online adverts spend was optimized
after experimenting with different
ideas, formats, texts, designs etc. Thus the final
result came out to be highly effective.
Also there was high conversion rate as the TG was
scrutinized based on several parameters like-
Demographics, age, education, interest etc. Using
this methodology, cost per fan acquired was
brought down drastically.
Using tools like SEM, there was 300% increase in
traffic in just 3 months.

11. IMPACT AND OUTCOME
oThe Facebook page recorded over 6000 likes and got
over 300 people talking in span of just 2 weeks.
oEngagement of around 6 percent which is way higher
than industry avg of 1 percent on facebook page.
oTheblog viewership was increased over 300% in 3
months.
oNumber of people turning up for book launch
organized in cities across India significantly increased.
oIncrease in online buying of book.
oNotto mention, brand value successfully enhanced
among TG as well as Corporate.

12. CLIENT TESTIMONIAL
Raghav and his team has managed facebook
marketing for my book and online promotion for my
company. There are several reasons why I recommend
his work. One is his in-depth understanding of digital
marketing and social media; second he thinks of
solutions outside the box and remains as committed
to the business as if he were a part of it, not just an
external consultant. He is always ready to put all his
energy, stamina and go that extra mile to get the job
done. It's my pleasure to recommend him personally
and professionally.
- Rashmi Datt
CEO (Dialog Services)