Home  › Social › Social Media
eventbrite

Commerce Site Quantifies Value of Social Sharing

  |  October 18, 2010   |  Comments

Online service that sells tickets to events found that a share on Facebook generated an average of $2.52 in ticket sales.

An online service that specializes in selling tickets to events has quantified the value of social sharing on Facebook, Twitter, LinkedIn, and via e-mail.

Eventbrite, which is based in San Francisco, said that when someone shared an event on Facebook, that action resulted in $2.52 in ticket sales. The results represented the average for a 12-week period.

Eventbrite also identified the average value of sharing on other networks:

  • A share on Twitter generated $0.43 in revenue
  • A share on LinkedIn generated $0.90 in revenue
  • A share using the company's "email friends" application generated $2.34
  • In aggregate, each share on average equaled $1.78 in ticket sales.

Even though Twitter is a larger network than LinkedIn, a share on LinkedIn is more valuable because the latter site has more real world connections and there’s a greater chance the relationships are deeper and more relevant, Eventbrite said.

Earlier this year, social media management company Vitrue valued a Facebook fan at $3.60. But Tamara Mendelsohn, director of marketing at Eventbrite, says Vitrue's report focused on the value of an impression from a Facebook fan rather than the impact of sharing.

“To measure the impact of social media purely on impressions is applying old measurement tactics to a whole new beast,” she said. "With our study we hope to spark conversation about the best way to measure the engagement and activity that occurs across social media, which is what sets it apart from other display-driven channels."

Eventbrite also said Facebook is its No. 1 referral site for traffic; a Facebook share drives an average of 11 visits back to Eventbrite.com.

Eventbrite also found that sharing occurs at the same rate no matter how many people are attending an event – whether it's a 10,00 person political rally or a 10 person neighborhood pickling class.

Classes, workshops, and networking events have the most share activity, followed by fundraisers, conferences and music events.

Mendelsohn said Eventbrite gathered the data by embedding trackable links across its sharing mechanisms. Because Eventbrite doesn't track individual users, the company does not know how many people were engaged in social sharing over the 12-week period.

Earlier this month, Eventbrite raised $20 million in venture financing. According to NYTimes.com, Eventbrite makes money by charging event organizers 2.5 percent, plus 99 cents, for each ticket sold.

 

 

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...