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.

Social Media Case Study - Penguin Books India 02

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.


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.


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.

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


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

book before the launch.

Book Teaser Announcements


Book Teaser Announcements


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.








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










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.








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.


Thank You!

For more details regarding the Penguin India

Case Study, write to us at [email protected]

with your queries.

Visit us at www.alivenow.in to learn more.


mailto:[email protected]

http://www.alivenow.in/

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Case Study: Engaging Penguin India Fans on Facebook