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.  

Case Study; Random House

WHY  IT  WORKED    Random  House  was  able  to  create  reading  collec9ons  tailored  to   each  of  its  imprints  and  publishing  groups,  which  in  turn  a$racted  a  community  of   readers  interested  in  those  par9cular  genres,  authors  and  types  of  content.       By  publishing  on  a  regular  basis  and  cura9ng  relevant  9tles,  Random  House  was  making   it  easy  for  reader-­‐fans  to  share  the  content  with  their  friends  using  Scribd’s  social   sharing  features,  including  Readcas>ng  on  Scribd,  Facebook  and  TwiIer;  the  Facebook   “Like”  bu$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.   Profiles   5   Campaigns     100s   Readers   600,000+  



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