Penguin Random House overcomes performance and customer engagement challenges

The challenge

Penguin Random House Grupo Editorial, a leading player in the editorial industry, faced a common challenge of struggling with engagement of their audience and conversion. Despite having a strong presence on social media, they didn’t have a reliable and consistent tool to measure their performance. This made it difficult to understand their audience’s behavior and tailor their content accordingly. The lack of trustworthy metrics also made it challenging to accurately report on their social media efforts to key stakeholders within the organization.

The solution

Emplifi’s platform proved to be the solution to Penguin Random House’s engagement and conversion challenges, allowing the team to start using it almost immediately after onboarding.

With a variety of metrics to choose from, Emplifi allowed the team to determine the best-performing content and understand the differences between platforms, providing a comprehensive understanding of their social media performance. Emplifi’s powerful analytics capabilities and integration with internal reporting tools, such as Power BI, have enabled seamless cross-team cooperation and improved decision-making.

Automated scheduling and publishing capabilities for all social media channels from one intuitive interface helped streamline the team’s processes. Emplifi’s content inspiration feature provided new and engaging ideas for social media content, while posts labeling functionality allowed for easy categorization and reporting on social media efforts. The influencer functionality enabled the team to spend their marketing budget wisely by predicting which campaigns would be most effective based on real data.

„The approach taken by the Penguin Random House team to encourage reading and promote their publications is incredibly creative and innovative, and never ceases to amaze me,“ said Aurora Oliva, Customer Success Manager at Emplifi. „As a publisher, they face the significant challenge of attracting new audiences who may not be habitual readers. However, through their well-planned campaigns, they are able to capture the attention of diverse segments successfully. Working closely with them is truly inspiring!“

The result

Analytics and reporting

Emplifi’s dashboard and diverse widgets provide the team with the flexibility to experiment with different metrics and gather valuable insights. One of their main priorities is to be able to report on retention across all their platforms, and they’re excited about the tool’s ability to present all relevant information in a single metric.

Community and crisis management

During the COVID-19 pandemic, the office phone shut down, making it difficult for customers to reach the company for various needs such as making a purchase or reporting a problem with a book. To address this issue, the company utilized social media as the main mode of communication for customer engagement.

By gathering information from Emplifi’s community feature, the company created an FAQ to assist their clients with any queries they may have. To adapt to the changes brought about by the pandemic, the company rethought their processes and leveraged answer templates to streamline their services, such as replacing books with printing errors, which was previously done over the phone.