LONDON — (Marketwired) — 05/14/13 — Research, out today, of over 1,000 UK respondents reveals the power of connecting social media with live branded experiences: Live Brand Social. Results show an increased propensity to purchase, with over half buying or planning to buy products and services. Insights also reveal that 54% will find out more about the brand online and 46% will visit the brand in-store as a consequence of Live Brand Social. The full report findings can be downloaded, for free, at
The study, commissioned by social media consultancy immediate future, in partnership with brand experience agency Electrify, looks at the increasing relevancy between social media and live brand experience (coining the phrase -Live Brand Social-). The value of combining these two marketing activities extends beyond propensity to purchase. Results show that Live Brand Social drives longer-term behavioural change as 38% will become regular customers and 37% will continue the relationship on social media by following a brand page or profile.
Katy Howell, CEO at immediate future, comments, “We know that mobile increasingly connects the real world with social on a daily basis. Live Brand Social is a potent combination for brands. It impacts consumer behaviours, increases loyalty, positivity and advocacy. Get it right, and not only will 53% go on to purchase, but almost half (49%) will feel more positive about the brand, 54% will recommend products and services to a friend.”
In fact the correlation between mobile and Live Brand Social is very strong indeed — 69% of survey participants use mobile devices to share content on social media from live branded experiences. And in a world where brands are focused on creating social content, this combination delivers and extends the relationship. The survey reveals that 42% of users that read about the experience on social sites were more inclined to buy despite not having personally attended.
“We were surprised by the motivations that inspired people to share content on social media via mobile,” explains Shaz Smilansky, CEO & Exec. Creative Director at Electrify. “Only 23% wanted to share so they could brag to friends. And it wasn-t even the format of the live branded experience that appealed either. We found that the consumers were most likely to share on social media if the experience was unusual, entertaining or relevant!”
The full report shows that a live brand experience is the likeliest marketing activity to be shared online (56%), ahead of TV adverts (44%) and newspaper/magazine articles (49%), while only a third of respondents would share press adverts.
Understand how to better use social media in real life, download the report at
For information please contact Katy Howell on 0845 408 2031 or
The full report is available at
Graphs and charts from the full report are available on request
immediate future is one of the most respected independent social media consultancies in the UK. Planning is core to our social business consultancy and community management services. With nine years- social media experience, we help brands by creating robust, measureable social media strategies, and support initiatives with implementation — building client capabilities with training and mentoring.
immediate future is an official social media trainer for the Institute of Direct Marketing (Diploma and Certificate) and Chartered Institute of Marketing. We-ve authored book chapters, contributed to the IAB social media council and are active members of the CiPR social media panel.
Clients
Sony Europe, Staples Europe, Ideal Shopping Direct, BBC, Diageo Global, Sony Music, Ubisoft, Selfridges, Indesit, Playstation, Hotpoint, JD Williams, General Medical Council (GMC), Festo, Tealeaf, HSBC, BT, ASOS, Mirror Group, Cancer Research, NSPCC, EMI, AVG, Ferrero and GoView (PSP and Sky joint venture).
For more information please visit:
Electrify is a leading Brand Engagement agency, we design integrated marketing communications built around live brand experiences. We offer brand strategy, creative thinking, and create long-term brand experience platforms that drive brand advocacy and ultimately evangelism. By leveraging offline -live brand experiences- and events online, through social media; we work with our clients to generate real world -social currency-, personal recommendations, and maximum reach.
We wrote the book: Experiential Marketing, a Practical Guide to Interactive Brand Experiences, co-developed the Master-s Degree: -Digital Meets Experiential- at London Metropolitan University, and regularly run worldwide training workshops on our planning system -SETMESSAGE-.
Clients
Haagen-Dazs, Casio, LoveFilm, Symantec, Yoplait, Jack Daniels, Zurich, Nationwide, L-Oreal, San Miguel
For more information please visit:
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