Live branded experiences such as flash mobs, in-store activities or live promotions are a great way to interact with consumers in real-time, but when these events are combined with social media the benefits can be much more profound.
New research by Immediate Future and Electrify has explored how brands can make the most of ‘Live Brand Social’ and why it works so well.
In their survey of 1000 consumers in the UK, they found that over half would buy a product as a result of attending a live experience and, perhaps more significantly, 42% had made a purchase as a result of hearing about a live experience on social media, even if they weren’t there themselves.
That is where the real-power of Live Brand Social lies. Live events are the most likely marketing activity to be shared on social networks, with 56% saying they would share compared to only 44% for TV adverts and a third for press adverts.
When you consider that 80% of over 18’s have smartphones and 57% visit a social media site from their smart phone every day, it’s easy to see why. 69% of us use mobiles to share content from live experiences, with Facebook being the social network of choice for 61%, followed by Twitter (25%) and YouTube (24%).
The word of mouth value of this is exceptional. 76% cite word of mouth as their main influence when making purchase decisions, so the perennial challenge for marketers is to get customers to use social networks to talk about their brand in a positive way.
In order to do this, it’s important to note that consumers were most likely to share content on social media if the live experience was ‘unusual’ (71%), ‘entertaining’ (69%) and ‘relevant’ (65%).
If successful in combining social media with live experiences, brands can greatly increase the potency of their events. They will reach a larger audience, impact the buying behaviour of those in attendance and their social media contacts, and it offers a great opportunity to develop affinity and increase customer retention.