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Integrating social media in the marketing mix: the case of Best Practice
Author(s) -
KENNEWAY Melinda,
RAPPLE Charlie
Publication year - 2012
Publication title -
learned publishing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.06
H-Index - 34
eISSN - 1741-4857
pISSN - 0953-1513
DOI - 10.1087/20120103
Subject(s) - order (exchange) , social media , action (physics) , business , best practice , launched , marketing , track (disk drive) , social marketing , public relations , advertising , political science , economics , computer science , engineering , management , physics , electrical engineering , finance , quantum mechanics , law , operating system
In this case study we examine how Best Practice – a clinical decision support tool from the BMJ Evidence Centre – was successfully launched into a competitive market, with social media tactics at the heart of the campaign, fully integrated with more traditional approaches. Our campaign reached over 60% of the target market and attracted engagement in the order of 4–6% of that market. Usage of the site and time on the site increased greatly (by 33% and 81%, respectively). Clear processes are in place to track awareness (market exposure) through to interest (playing the game), desire (registering for a trial), and action (recommending or taking out a subscription). The campaign has been constructed in a modular manner to enable it to be localized and deployed around the world.