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. 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. Eventbrite: A Quick Introduction
Silicon Valley

4. Technology Tends to Isolate People

5. The Hierarchy of Human Needs

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. 1
Create
2
Promote
3
Collect
4
Analyse

8. What Makes us Ticketing Experts
1.5 million events
100 million tickets
£1 billion in gross ticket sales
179 countries

9. Social Media + e-Commerce
= Social Commerce

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. Social Media Hit Our Radar in 2008
2012
Traffic Sources to Eventbrite in January 2008

12. ial Me d ia = £££
So c

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

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. Sales Influencer I = Commitment

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. £££: All Social Media activities are not equal

18. Social Media: All Types of Events are Not Equal

19. Evolution of ££ per share since 2010

20. Evolution of visits per share

21. How Many Shares, to Sell ONE Incremental Event Ticket?
3.5
5.3
1 ticket
sale
5.4

22. Sharing trends around the world

23. One Last Thing: Mobile!

24. Mobile trends @ Eventbrite
Mobile page views by hour
Desktop page views by hour

25. Mobile trends @ Eventbrite
Mobile page views by hour
Desktop page views by hour
5pm

26. Thank you!
www.eventbrite.co.uk