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Case Study
just putting share buttons on Web pages. It was about
really understanding the behavior and the drivers to Best Practices
share information, and to figure out how we could • Offer people the opportunity to share
integrate this meaningfully into the platform.” content at every stage of the event
discovery and ticket purchase process.
Eventbrite observed that its customers were already
cross-promoting their events on Facebook, so it decided • Implement Social Plugins to allow users
to integrate with Facebook Platform to make that process quick social context to aid discovery.
simpler and quicker for them. If social media promotion • Integrating Login with Facebook and
made peoples’ events more successful, there is both a allowing people to see their friends’
user and businesses benefit: users find more relevant engagement with the site enables
events, which is great for users and also translates into the company to benefit from the
increased traffic and revenue for Eventbrite. trust that users have in their friends’
recommendations and activities on the
Implementation Facebook platform.
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.
Case Study
distribution and engagement mechanism, the company “We can show them that by putting their event on the
decided to share this data with the event organizers. Facebook platform, they enable users to promote the
Eventbrite inserted tracking links behind all sharing event for them, from fan to fan, and in turn generated
channels and showed event organizers which links 10% or 20% of ticket sales,” says Tamara. “That is very,
generated the most traffic back to Eventbrite and how very powerful to be able to showcase.”
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.
Outcome
• Since integrating Facebook APIs and Social Plugins
into its product, Eventbrite has seen exponential
growth in traffic, engagement and revenue.
Case Study