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Blending Online Promotion and Offline Gathering for Measuring Revenue
Marion Gamel, VP Marketing Europe, Eventbrite Internet World, April 25th 2013
Social Media Theatre
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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!
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Silicon Valley
Eventbrite: A Quick Introduction
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Technology Tends to Isolate People
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The Hierarchy of Human Needs
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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
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1.5 million events 100 million tickets
£1 billion in gross ticket sales 179 countries
What Makes us Ticketing Experts
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Social Media + e-Commerce = Social Commerce
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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!
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Social Media Hit Our Radar in 2008
Traffic Sources to Eventbrite in January 2008
2012
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Social Media = £££
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Social Media’s Impact on the Bottom Line Around the World
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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
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Sales Influencer I = Commitment
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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
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£££: All Social Media activities are not equal
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Social Media: All Types of Events are Not Equal
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Evolution of ££ per share since 2010
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Evolution of visits per share
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How Many Shares, to Sell ONE Incremental Event Ticket?
1 ticket sale
3.5 5.3
5.4
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Sharing trends around the world
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One Last Thing: Mobile!
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Mobile trends @ Eventbrite
Desktop page views by hour
Mobile page views by hour
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Mobile trends @ Eventbrite
Desktop page views by hour
Mobile page views by hour
5pm
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Thank you!
www.eventbrite.co.uk