Real world social networking company, LiveSites Australasia, predicts that social media platforms such as Facebook, Twitter, MySpace, and Beebo will drive a fundamental change in experiential marketing, as they demonstrate the desire for consumers to interact and participate, rather being made to feel like observers.
Over the last twelve months, the company has witnessed increasing demand from marketers looking to gather and involve their customers in tangible experiences in order to replicate the success of online social networks. The incredible uptake of social media has reignited a passion within individuals to be involved in communities in the real world, according to Goran Zuanic, director of LiveSites.
“Few people could deny that social networking is the communication phenomenon of our time, providing individuals with a unique platform, voice, and a strong sense of community. And as social networking becomes more common in all aspects of our lives, people are looking for similar experiences in a real world environment,” explains Zuanic. “Already we are seeing the popularity of crowd based events increase considerably, and this desire to be a part of something real is only going to grow.”
Zuanic says LiveSites has experienced this trend towards real world experiences first-hand, with a 25 percent growth in crowd numbers to LiveSites events over the past year.
“People are looking to be a part of a unique moment, whether that is an unforgettable concert or a memorable sporting event, and this provides organisations with a fantastic opportunity to interact directly with their audience,” he said.
“As this trend towards community continues, organisations that become actively involved with consumers are more likely to succeed.”