Fast Company: When Ticketmaster CEO Nathan Hubbard and his new executive team hit the road earlier this year touting a more innovative and fan-focused company -- the Turnaround Tour, we dubbed it in the July/August issue -- one stat was a guaranteed show-stopper. Each time a ticket buyer shared with Facebook friends that he was attending an event, Hubbard said, that alert generated $5.30 in additional ticket revenue.
Then he showed clients the next stage of social commerce, a mock-up of an arena seat map indicating where a customer's Facebook friends were sitting. "Don't you want to know," he'd ask the crowd, "if any of your friends are going to the same show? And where their tickets are, so maybe you can sit near them or find them at the event?"
At the client meeting in Orlando, a Miami Dolphins executive arched his eyebrows while studying the map, turned to his colleague and whispered, "This is sick."
1 comment:
I think that this is a brilliant marketing tool. With the current generation and its predecessors so infatuated with Facebook and other social networking sites, this plan really should increase ticket sales. The interactive map really makes it easy and convenient. However, my only potential hang up with it might be that since the default is to share it, even if you do want some of your friends and family to see that information, you might not want everyone to. So it could be something as a little as just a mild annoyance as sitting near someone you really don't get along with anymore, or maybe that random person you friended a year ago has been stalking you. Regardless I understand that is a new idea and there will still be kinks, so I do think that it could work out in the long run.
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