The Elecrity survey, conducted in the UK to 1000 individuals, tries to find out how social networks influence their brand experiences. Let’s define those “brand experiences” as those interactions between the brand and the consumer in real life. They can be of varied nature, but we can highlight the fairs, events, or actions in certain areas, nuclei or shopping centers. If to these experiences we join the social component, we have been able to prove that we can promote the engagement with the user to another level.

Half of the respondents (53%) indicated that they would buy a product motivated by this type of actions. In addition, 45% of those users who were offered the opportunity to purchase the product online, indicated that it would buy later.

These initiatives also contribute to brand loyalty. 38% of the respondents acknowledged that they had become a regular customer of the brand as a result of one of these actions. 37% started following the brand on Facebook and 1 in 3 also indicated that they would write a positive comment recommending it. 49% indicate that they feel a greater feeling towards the brand with which this “social bond” has.

Social networks drive the impact of events. 56% of the respondents learned of the existence of some of these actions thanks to social networks. 43% indicated that Facebook had been the platform through which they had met, while 22% had seen a tweet.

Mobile as a tool for social interaction 

9 out of 10 users surveyed have a mobile phone, and 80% of individuals between the ages of 18 and 44 use a smartphone; In addition, 20 million mobile users in the United Kingdom use this device to access social networks. 69% of respondents use their mobile device to share their day-to-day experiences, which implies a high degree of connectivity.

What motivates users to share?

• Seventy-one percent indicated that they like to make public all kinds of curious or unusual experiences
• 69% share funny things or related to leisure and entertainment
• 65% bet on interesting information
• However, the study finds that 23% of clients say that they share in social networks as a way to reinforce their status, or to show off. The study indicates that this data is likely to be distorted, and that the participants did not really show their intentions.

Where do they share primarily?

When it comes to choosing the social platform, Facebook continues to act as the main channel for sharing content, according to 61% of users. On the other hand, 25% opt for Twitter, a percentage very similar to who uses YouTube (24%), while 10% choose blogs.

Definitely, social channels drive the relationship between brands and users, are part of our day to day and we use them to share our experiences. Trademarks can take advantage of these guidelines to promote these “meetings” that, together with a social component, can gain in effectiveness and impact.