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Case Study: Penguin Random House

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"What I'm reading": Influencers and Originals. Word of mouth from a spectrum of influencers - everyday readers, booksellers, librarians, media and more - plays a significant role in raising awareness for books and authors. Discover how Viking Books amplified the power of influencers to help launch Adam Grant's bestselling ORIGINALS: How Non-Conformists Move the World.

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Case Study: Penguin Random House

  1. 1. 1May 16 April Flores Consumer Marketing Development #whatimreading: Influencers &Originals
  2. 2. 2May 16 ORIGINALS by Adam Grant (Viking; February 2016)
  3. 3. 3May 16 WHO are your influencers? • Librarians • Booksellers • Social Media Mavens • Subject Matter Experts • Media • Reader Communities
  4. 4. 4May 16 Speak their language “So excited that I got my hands on an advanced copy. Can’t wait to review!” “Had a fascinating interview with the author. Read it here!” “Proud to be the first stop on his author tour. Line up at the store early to guarantee a spot!” “New on shelves today! Don’t forget to put your copy on hold.”
  5. 5. 5May 16 Take advantage of your toolkit
  6. 6. 6May 16 Use Brandwatch to track the influencers you know…
  7. 7. 7May 16 Expect the unexpected
  8. 8. 8May 16 Organize your data with metrics
  9. 9. 9May 16 Location, location, location
  10. 10. 10May 16 Find out what's popular
  11. 11. 11May 16 Conversation: A bird’s eye view
  12. 12. 12May 16 Get to know your advocates
  13. 13. 13May 16 ● Understand your audience and the nature of their conversation to build influencer categories and rules ● Let the information come to you with targeted alerts or signals ● Keep key stakeholders aware with reports ● Establish rules of engagement for each type of influencer Takeaways
  14. 14. 14May 16 Thank you! “The greatest originals are the ones who fail the most, because they’re the ones who try the most.” Watch Adam’s TED Talk for inspiration! aflores@penguinrandomhouse.com