EVENTBRITE

Company Background
Eventbrite is a San Francisco-based social commerce company whose mission is to make it as easy as possible for people to host, discover and attend events. Founded in 2006, Eventbrite provides online resources for event management, including registration and ticket sales, and event promotion. The company is passionate about helping people come together through events and currently lists events in 147 countries across the globe.

Facebook Executive Summary Client

www.facebook.com/Eventbrite

Objective
To enable Eventbrite users to share and discover events through the Facebook platform and to make it as easy and frictionless as possible.

Objective
By 2008, Eventbrite was seeing an incredible range of large and small events hosted and managed on its platform. When looking closely at its customers behavior, Eventbrite noticed a trend: organizers were manually re-posting their event details on Facebook, inviting their friends, and then linking the post back to Eventbrite. People who bought tickets on Eventbrite were then sharing the news with their networks on Facebook. Eventbrite wanted to facilitate this behavior and make it even easier for its users to discover and share events through Facebook. “We saw this activity and we decided to integrate it into the Eventbrite product in a deep way,” explains Tamara Mendelsohn, Director of Marketing at Eventbrite. “It wasn’t about

Solution
Integrate the Facebook Events API, Login with Facebook and Social Plugins, including the Like Button and the Activity Feed. Offer opportunities to share content at every point possible on Facebook and on the company’s site. Track the data and surface it to individual event organizers.

Key Successes
• Gross ticket sales per quarter doubled in the year after Eventbrite integrated Facebook Connect. At the end the third quarter of 2010 they had almost quadrupled. In one year Facebook went from being the 15th top driver of traffic to Eventbrite to the number one driver to the site. Eventbrite had over 17 million average monthly page views in 2010.

“We surface all of our tracking data to event organizers to show them the power that Facebook and social media bring to their distribution. We show them that with zero dollars of their own, their attendees have promoted their event for them on Facebook and we can tell them exactly how many tickets sales have been generated because of this.”
Tamara Mendelsohn, Director of Marketing, Eventbrite

Case Study

just putting share buttons on Web pages. It was about really understanding the behavior and the drivers to share information, and to figure out how we could integrate this meaningfully into the platform.” Eventbrite observed that its customers were already cross-promoting their events on Facebook, so it decided to integrate with Facebook Platform to make that process simpler and quicker for them. If social media promotion made peoples’ events more successful, there is both a user and businesses benefit: users find more relevant events, which is great for users and also translates into increased traffic and revenue for Eventbrite.

Best Practices
• Offer people the opportunity to share content at every stage of the event discovery and ticket purchase process. Implement Social Plugins to allow users quick social context to aid discovery. Integrating Login with Facebook and allowing people to see their friends’ engagement with the site enables the company to benefit from the trust that users have in their friends’ recommendations and activities on the Facebook platform.

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Implementation
Eventbrite looked at its Facebook integration from two perspectives: the event organizers and the event attendees. To help the organizers, Eventbrite implemented Login with Facebook and the Events API at the end of 2008. With just one click your event would be published as an Event page on Facebook, ready to send on to friends and with links back to Eventbrite to purchase tickets. Organizers no longer had to spend time re-posting their event details on Facebook; the Events API allows Eventbrite to do it for them. Eventbrite has spent the last year focusing on how to optimize the attendees’ sharing behavior. Eventbrite began using the Like Button on all event pages; when people like an event, it then appears in their friends’ news feeds, creating valuable social and viral impressions. Eventbrite also integrated the Activity Feed Plugin so that people who were signed into Facebook could see their friends’ activities and the events that they had liked right on the Eventbrite homepage. Finally, there is also a full-featured sharing option on the ticket purchase confirmation page. From there, people can choose to post the event to their own Facebook Wall or directly to their friends’ Walls. “One of the things we’ve learned is that it’s important to look at behavior and support it, not try to change it,” explains Tamara. Once Eventbrite started seeing just how powerful the Facebook Platform was as a

Case Study

distribution and engagement mechanism, the company decided to share this data with the event organizers. Eventbrite inserted tracking links behind all sharing channels and showed event organizers which links generated the most traffic back to Eventbrite and how many converted into ticket sales. They could now see for themselves exactly how effectively the event was being marketed on the Facebook platform. With such valuable tracking information for organizers and the facilitation and promotion of their events, Eventbrite’s collaboration with Facebook provided great added value to the Eventbrite offering. Luke Groesbeck, Product Manager at Eventbrite, finds all the tools on the Platform are extremely valuable: “One of the great things about the Facebook Platform is that it gives us so many great tools to work with. I think to date we have played with just about all of them!”

“We can show them that by putting their event on the Facebook platform, they enable users to promote the event for them, from fan to fan, and in turn generated 10% or 20% of ticket sales,” says Tamara. “That is very, very powerful to be able to showcase.”

Outcome
• Since integrating Facebook APIs and Social Plugins into its product, Eventbrite has seen exponential growth in traffic, engagement and revenue. In one year Facebook went from being the 15th top driver of traffic to Eventbrite to the number one driver to the site. Eventbrite had over 6 million unique visitors in March 2011.. Gross ticket sales per quarter doubled in the year after Eventbrite integrated Login with Facebook. At the end the third quarter of 2010 they had almost quadrupled. In 2009 gross ticket sales totaled $99,141,981. The total more than doubled in 2010 to $206,899,900. One Facebook Share of an event generates 11 page views on Eventbrite. One Facebook Share generates an additional $2.53 in ticket sales.

Additionally, it is extremely valuable for Eventbrite to be able to share tracking data with event organizers.

Case Study

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