Eventbrite Insights Suggest Facebook, Post-Purchase Sharing Are Big Winners
Eventbrite Director of Marketing Tamara Mendelsohn told us at SxSW Interactive that because “events are inherently social,” the online events organizer and ticketing exchange in uniquely positioned to leverage social media to allow literally anyone to post and share events.
But Mendelsohn’s team is amplifying its social strategy beyond simply enabling site visitors to engage in a variety of social actions (sharing, “liking,” tweeting). The company has customized a suite of analytics to granularly measure the effects of social integration on social commerce. In its first social commerce report, Eventbrite calculated and compared dollars per event share (DPS) across Facebook, Twitter and LinkedIn, establishing Facebook as the clear leader in both DPS and referrals.
In the second installment, Mendelsohn does a deeper, more platform-agnostic dive to understand when social sharing is occurring (before or after purchasing an event ticket). The results are clear: The post-purchase point in the consumer funnel is significantly more conducive to social activity (see infographic below). As a result, post-purchase sharing drives a much higher ticket-sales-per-share percentage.
Meanwhile, Facebook continues to maintain a heavy edge over all other platforms, notably Twitter, in DPS. In fact, a Facebook “like,” on average, nets $1.34 in ticket sales to only $.80 per tweet.
Of course, not all events are the same (both in terms of shareability and social commerce revenues), and the report breaks this out across several categories. Moreover, the pervasive social nature of events cannot be generalized across other verticals. Kudos, however, to Eventbrite for substantiating its social case with solid metrics, not just mushy “social speak.”
Eventbrite cofounder Kevin Hartz is appearing on the “Turning Events Into Local Online Gold” panel at ILM East, March 21-23 in Boston.