Blending Online Promotion
and Offline Gathering
for Measuring Revenue

Marion Gamel, VP Marketing Europe, Eventbrite
Intern...
This is what you’ll know in 30 minutes, that you may not know now!

The transactional value of a share on
Facebook , Linke...
Eventbrite: A Quick Introduction

Silicon Valley
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...
1

Create

2

Promote

3

Collect

4

Analyse
What Makes us Ticketing Experts

1.5 million events
100 million tickets
£1 billion in gross ticket sales
179 countries
Social Media + e-Commerce
= Social Commerce
Events = Social

•  Just	
  checking:	
  Do	
  
you	
  also	
  think	
  it’s	
  
a	
  cool	
  event?	
  
•  I	
  rock!	
  ...
Social Media Hit Our Radar in 2008

2012	
  

Traffic Sources to Eventbrite in January 2008
ial Me d ia = £££
So c
Social Media’s Impact on the Bottom Line Around the World
Social Integration Turns Attendees into Promoters

Event discovery

Ticket purchase

Social discovery

Via event directory...
Sales Influencer I = Commitment
Sales Influencer II = Friends

Enables attendees to see which of their
Facebook friends have already
registered for your ev...
£££: 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?

3.5

5.3
1 ticket
sale

5.4
Sharing trends around the world
One Last Thing: Mobile!
Mobile trends @ Eventbrite

Mobile page views by hour

Desktop page views by hour
Mobile trends @ Eventbrite

Mobile page views by hour

Desktop page views by hour

5pm	
  
Thank you!

www.eventbrite.co.uk
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Blending online promotion and offline gathering for measuring revenue, Eventbrite

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Blending online promotion and offline gathering for measuring revenue, Eventbrite

  1. 1. Blending Online Promotion and Offline Gathering for Measuring Revenue Marion Gamel, VP Marketing Europe, Eventbrite Internet World, April 25th 2013 Social Media Theatre  
  2. 2. This is what you’ll know in 30 minutes, that you may not know now! 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?
  3. 3. Eventbrite: A Quick Introduction Silicon Valley
  4. 4. Technology Tends to Isolate People
  5. 5. The Hierarchy of Human Needs
  6. 6. 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
  7. 7. 1 Create 2 Promote 3 Collect 4 Analyse
  8. 8. What Makes us Ticketing Experts 1.5 million events 100 million tickets £1 billion in gross ticket sales 179 countries
  9. 9. Social Media + e-Commerce = Social Commerce
  10. 10. Events = Social •  Just  checking:  Do   you  also  think  it’s   a  cool  event?   •  I  rock!  (here’s   proof)   •  Please  join  me   there!   Cool  event!   Cool  event!  
  11. 11. Social Media Hit Our Radar in 2008 2012   Traffic Sources to Eventbrite in January 2008
  12. 12. ial Me d ia = £££ So c
  13. 13. Social Media’s Impact on the Bottom Line Around the World
  14. 14. Social Integration Turns Attendees into Promoters Event discovery Ticket purchase Social discovery Via event directory, mobile, email, or social sites With one-click, shares the event with friends Friends see his post and click on the event Purchase & share Friends buy tickets and shares the event with their friends Social influencing Sees which of their friends are going to the event
  15. 15. Sales Influencer I = Commitment
  16. 16. 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 prepurchase decision-making process Individuals can easily change share settings to control their privacy
  17. 17. £££: All Social Media activities are not equal
  18. 18. Social Media: All Types of Events are Not Equal
  19. 19. Evolution of ££ per share since 2010
  20. 20. Evolution of visits per share
  21. 21. How Many Shares, to Sell ONE Incremental Event Ticket? 3.5 5.3 1 ticket sale 5.4
  22. 22. Sharing trends around the world
  23. 23. One Last Thing: Mobile!
  24. 24. Mobile trends @ Eventbrite Mobile page views by hour Desktop page views by hour
  25. 25. Mobile trends @ Eventbrite Mobile page views by hour Desktop page views by hour 5pm  
  26. 26. Thank you! www.eventbrite.co.uk
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