If you’ve ever tried to sell a single ticket to a sporting event, chances are you haven’t been too successful. Similar to going to a bar, there seems to be some sort of unwritten rule that says going to a game or a concert alone is socially unacceptable no matter how badly you want to go to that game.
Ticketmaster finally realized this fact and recently turned buying tickets into a social experience. According to Mashable’s blog post, Ticketmaster did research to suggest that every time a buyer shares his or her purchase with friends online, the activity converts to $5 in additional ticket sales.
Ticketmaster reacted to its research and made it so that buyers can select the seat they want and find out where their friends are sitting with miniature Facebook flags on different seats inside the stadium.
This is probably one of the best uses of social media I’ve seen all year. This strategy will definitely increase sales for any event whether its sports or a concert.
Part of this idea seems very similar to meet-up sites that allow people to announce they’re going somewhere and find others who are going as well. Even Foursquare, which at first made no sense to a lot of people is picking up steam. I would’ve never imagined that people would be so eager to share where they are at any given moment. Ticketmaster hopes that by having their new tool available, it will encourage people to either buy tickets even if they aren’t buying two because there will be other friends at the event or that people will buy tickets to more events if they know where their friends are going to sit.
Ticketmaster also benefits from people who have already bought tickets because it uses the information that the buyer submitted by agreeing to connect his or her Facebook account to Ticketmaster and essentially uses that account as an advertising platform.
The biggest benefit that Ticketmaster is getting is the access to Facebook accounts. If it knows that your friend is going to see Jay-Z, Ticketmaster gets a free advertising opportunity by telling all of his friends that he’s going to Jay-Z.
Let’s say this guy has 1,000 friends and five friends end up buying tickets. That’s not even a one percent conversion rate. However, multiply that by about 10,000 people who would’ve bought tickets anyway and you see how the numbers start to add up very quickly.
Of course, many naysayers are going to say this is an invasion of privacy. What I’ve ultimately decided is that in the social media world, privacy is irrelevant. As long as I know what’s being shared and how it’s being shared, I’m not too concerned.
Why? At the end of the day, I want to make it easy for anyone to find me online so that my world becomes smaller and I can find whatever I need right at my fingertips.
Most of the time I publish when I’m going to a concert or sporting event on my Facebook status, mainly so that if my friends are going, I can eventually meet up with them. Ticketmaster’s new initiative essentially makes what I want to do a lot easier.
It’s only a matter of time before the rest of the sites take this idea and run with it as well. Stubhub, who you could argue draws an even bigger demographic than Ticketmaster, could benefit even more because there is usually a greater supply of tickets available than on Ticketmaster.
It will be interesting to see if Ticketmaster proves itself right in its research and sees an increase in sales because of this service available.