social media case study: engaging penguin india fans on facebook

Case Study: Engaging Penguin India fans on Facebook

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

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.

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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.

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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.

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Content Driven Engagement on FacebookContent Driven Engagement

Shared regular content every day with interesting creative's 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- Other

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We did book teasers in order to create a suspense around the book before the launch.

Book Teaser Announcements

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Book Teaser Announcements

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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.

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Book Launch Event Announcements

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Book Launch Event Announcements

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Book Launch Event Announcements

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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.

Book Topic Discussion Updates

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Book Topic Discussion Updates

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Book Topic Discussion Updates

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Book Topic Discussion Updates

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Book Topic Discussion Updates

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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.

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Author Chat announcements

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Author Chat announcements

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Author Chat announcements

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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.

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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.

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