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.

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.

NATURE OF THE CAMPAIGN

Business to consumer

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.

 

OBJECTIVE

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

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.

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.

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.

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.

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.

IMPACT AND OUTCOME

o The 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.oThe blog 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.oNot to mention, brand value successfully enhanced among TG as well as Corporate.

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)