Professional Documents
Culture Documents
“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.