Monday, 25 October 2010

A 'share' of an event is worth an average of $1.78 in ticket sales to Eventbright

"The study by Eventbrite found that, on average, every time an event was shared that resulted in $1.78 in ticket sales. Drilling down into this number shows how valuable different types of share are:
1 - Facebook: $2.52. Facebook resulted in the highest average ticket sales per share with every ‘Like’ on the social network resulting in $2.52 in ticket sales. That this is the most valuable type of share is not surprising – Facebook has grown with events and users are accustomed to inviting people to or accepting events on the platform. Overall this is a very important driver of traffic and sales for Eventbrite – it is the sites biggest referrer of traffic and every ‘Like’ drives 11 visits back to the site.

2 - Email: $2.34. The second most valuable sharing mechanism was not a social media tool at all, but email. This is not surprising – email is likely to be much more targeted as users need to select individual people with whom they want to share the event, rather than just publicising it to all people they connect with in a social network. That this is not the most valuable type of sharing is a surprise and shows the ever increasing power of Facebook and other social networks as a communications and sharing mechanism.
3 - LinkedIn: $0.90. LinkedIn shares are the third most valuable with an average of $0.90 in ticket sales generated every time an event is shared on the social network. This is much less than for shares on Facebook or via email but is still significant driver of sales.
4 - Twitter: $0.43. Shares on Twitter are the least valuable of all four means, with each share worth $0.43 – almost a sixth the value of a Like on Facebook. This is, perhaps, a sign that connections on Twitter are less focused than on Facebook, or perhaps that on Twitter shares and messages are less engaged with – indeed recent research from Sysomos showed that over 70% of all Tweets get no response. So Twitter messages may be less engaging than those on Facebook, leading to fewer clicks and so fewer ticket sales.
Source:  Research by Eventbright, reported by FreshNetworks, 21st October 2010

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