Blending Online Promotion and Offline Gathering for Measuring Revenue

Marion Gamel, VP Marketing Europe, Eventbrite Internet World, April 25th 2013

Social Media Theatre  

The transactional value of a share on Facebook , LinkedIN, and a Tweet How many social media shares does it take to generate one more sale? How has all this evolved since 2010? Two influencers of Social Media behavior and impact: Commitment and Peers Why is Eventbrite talking about this?

This is what you’ll know in 30 minutes, that you may not know now!

Silicon Valley

Eventbrite: A Quick Introduction

Technology Tends to Isolate People

The Hierarchy of Human Needs

A Horizontal Platform that Enables All Events

wine tasting concerts theater volunteering marathon

poetry live music arts & crafts class reunion fashion

fun run festival race fundraiser hiking

comedy block party hiking politics turkey trot

car rally networking summits dance parades

training expeditions dating tea party design

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Create Promote Collect Analyse

1.5 million events 100 million tickets

£1 billion in gross ticket sales 179 countries

What Makes us Ticketing Experts

Social Media + e-Commerce = Social Commerce

Events = Social

Cool  event!  •  Just  checking:  Do  you  also  think  it’s  a  cool  event?  

•  I  rock!  (here’s  proof)  

•  Please  join  me  there!  

Cool  event!  

Social Media Hit Our Radar in 2008

Traffic Sources to Eventbrite in January 2008

2012  

Social Media = £££

Social Media’s Impact on the Bottom Line Around the World

Social Integration Turns Attendees into Promoters

Social influencing Sees which of their friends are going to the event

Event discovery Via event directory, mobile, email, or social sites

Ticket purchase With one-click, shares the event with friends

Social discovery Friends see his post and click on the event

Purchase & share Friends buy tickets and shares the event with their friends

Sales Influencer I = Commitment

Sales Influencer II = Friends

Enables attendees to see which of their Facebook friends have already registered for your event

Drive more social sharing, ticket sales and registrations for your events

Influence the consumer pre-purchase decision-making process

Individuals can easily change share settings to control their privacy

£££: All Social Media activities are not equal

Social Media: All Types of Events are Not Equal

Evolution of ££ per share since 2010

Evolution of visits per share

How Many Shares, to Sell ONE Incremental Event Ticket?

1 ticket sale

3.5 5.3

5.4

Sharing trends around the world

One Last Thing: Mobile!

Mobile trends @ Eventbrite

Desktop page views by hour

Mobile page views by hour

Mobile trends @ Eventbrite

Desktop page views by hour

Mobile page views by hour

5pm  

Thank you!

www.eventbrite.co.uk