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Random House & Scribd Case Study

Random House & Scribd Case Study

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Published by: Scribd on Jul 27, 2010
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08/11/2015

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Random House
Thinking Outside the Book;Making Reading a Social Experience
 
“Scribdiswherethefutureofpublishingmeetsthedigitalage,wherepublisherscanseereal-9mesocialmediaresults frombookmarke9ng.”
 –Ma$Schwartz,VP&DirectorofDigitalMarke9ng&Strategy,RandomHousePublishingGroup
 
 
Case Study; Random House
THESITUATION
Withtheexplodingpopularlyofe-booksinrecentyears,leadingpublishershavehadtofind
newwaystomarketanddistribute
their9tlesonline.RandomHousewantedtotapintothe
powerofthefriendrecommenda>on
todojustthatandfoundScribdtobetheperfectsolu9on.
WHATTHEYDID
Tostart
establishingarela>onshipdirectlywithreaders
,RandomHousefirstcreatedbrandedprofilesforseveralofitspublishinggroupsandimprints,includingTheRecipeClub,BantamDell,ThePrincetonReview,CrownPublishingGroupandRandomHousePublishingGroup.Thebrandsuploadedfull-lengthnovels,exclusiveexcerpts,sneakpreviewsandsupplementalmaterial;theyembeddedexcerptsacrossrandomhouse.comandblogs;andusingScribd’smany
socialsharing
features,theyencouraged
viraldistribu>on
oftheircontentacrossScribd,Facebook,Twi$erandblogs.
 
 
WHYITWORKED
RandomHousewasabletocreatereadingcollec9onstailoredtoeachofitsimprintsandpublishinggroups,whichinturna$racteda
communityofreaders
interestedinthosepar9culargenres,authorsandtypesofcontent.Bypublishingonaregularbasisandcura9ngrelevant9tles,RandomHousewasmakingiteasyforreader-fanstosharethecontentwiththeirfriendsusingScribd’ssocialsharingfeatures,including
Readcas>ngonScribd,FacebookandTwier;
the
Facebook“Like”
bu$on;
embeds
;
comments;
and
ra>ngs
.RandomHousewasabletoestablishedamoredirectrela9onshipwiththeirreadersandalsolearnwhich9tlesweregainingpopularityacrossthe
socialweb
.Asaresult,theywereableto
respondquickly
,rampingupsomemarke9ngandscalingbackothers.
SAMPLEMETRICS
Campaigns100sReaders600,000+Profiles5
Case Study; Random House

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great Work Scribd.. Keep Up the Good Work
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Random House appears to be ahead of the curve.
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