Penguin india Case Study - Engaging Fans on Facebook
1. Case Study: Engaging Penguin India
fans on Facebookfans on Facebook
How AliveNow helped engage the fans of Penguin India with creative
content and created a platform for discussion
2. 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• 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.with a very strong following on social networking sites.
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3. 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 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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4. 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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5. Content Driven Engagement on Facebook
Content 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.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- Author Chat announcements
- Other
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6. We did book teasers in order to create a suspense around the
book before the launch.
Book Teaser Announcements
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8. 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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9. Book Launch Event Announcements
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10. Book Launch Event Announcements
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11. Book Launch Event Announcements
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12. 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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17. 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 theinteract with the
author directly.
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21. 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• 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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22. Thank You!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.Visit us at www.alivenow.in to learn more.
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