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UK research shows 69% of consumers share content from live branded experiences in social media

Latest research, launching today, shows that consumers love to share content from live branded experiences on social media using their mobile devices. What’s more, 61% prefer to post to Facebook, 25% to Twitter and 24% to YouTube; revealing that the mainstream social networks dominate.

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’). Surveying over 1,000 UK respondents, almost half (48%) believe combining social media and live branded experiences makes for a more successful event. The full report findings can be downloaded, for free, at http://bit.ly/LiveBrandSocial

Katy Howell, CEO at immediate future, explains how the research demonstrates the value to brands, “It isn’t just a case of snapping, linking and chatting about a live branded experience. The survey shows that people want to interact with the brand too. On Facebook, 50% will enter a branded competition and half will follow the Facebook brand page. And a quarter would ask a question to the company about a brand experience. They’re a chatty lot!”

Live Brand Social impacts the bottom line too. Over half (53%) will make a purchase as a result. Following an event, 54% will go on to find out more about the brand online and 46% will visit the brand in-store.

Shaz Smilansky, CEO & Exec. Creative Director at Electrify says, “There is a strong correlation, and natural fit, between social media and live branded experiences. Mobile is catalysing the experience, bringing the two closer together and extending reach, collaboration, brand consideration and purchase”.

A deeper look at motivations to share showed some unexpected results. Only 23% wanted to share so they could brag to friends. It wasn’t the format of the live branded experience that appealed either. Consumers were most likely to share on social media if the experience was unusual (71%), entertaining (69%) or relevant (65%).

The consequence of sharing on social is that brands can bring the experience to a wider audience. 42% of users that read about the experience on social sites were more inclined to buy despite not having personally attended.

The full report reveals 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 http://bit.ly/LiveBrandSocial


Notes to editors
For information please contact Katy Howell on 0845 408 2031 or press@immediatefuture.co.uk
• The full report is available at http://bit.ly/LiveBrandSocial
• Graphs and charts from the full report are available on request

About immediate future
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.

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: www.immediatefuture.co.uk

About Electrify
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’.

Haagen-Dazs, Casio, LoveFilm, Symantec, Yoplait, Jack Daniels, Zurich, Nationwide, L’Oreal, San Miguel

For more information please visit: www.electrifyww.com

Published on: 8:05AM on 14th May 2013