With the summer all but over, so is the festival season that has kept social networks busy in recent months with photo postings, check-ins or simple profile updates. Those active in social media like to show off where they are and what they are doing and those not so lucky to be there like to make comments back, while others in the vicinity often pipe up to say hi, come and meet me. Big ticketing events like these are immensely social but so far it has been more an informal use of social tools and not one businesses have been that great at capitalising upon. Until now.
Ticketmaster last week launched a new feature in it’s Facebook strategy. Seat tagging means now when you book your tickets for your event, your friends can immediately see when and where they will be attending. Either that will make them extremely jealous, or as Ticketmaster hope, it will inspire them to book with you. An article on the changes at FastCompany quotes Ticketmaster CEO Nathan Hubbard “Each time a ticket buyer shared with Facebook friends that he was attending an event, that alert generated $5.30 in additional ticket revenue.” So already, the customers were using Facebook to inspire each other to make similar purchases, but now Ticketmaster have made that easier.
It really is an example of social commerce. Via the new application, just as you might visit a site and see the faces of your friends pop up, as other people who have liked the site via Facebook, so now when you go to book your tickets on the venue seat map, you will see what friends have already booked and where they are sitting. It is enhanced Facebook connectivity that could change the way people spend their leisure time.
Unfortunately, for those in the UK, it is a US-based application for the ticketmaster.com website powering it, but don’t expect it to be too long before the UK follows suit. As a nation entertainment ticket buying is a business sector not apparently affected by the current economic slowdown, we like to have treats like this to look forward too.
The Facebook integration feature Work on the interactive seat map that launched in the US last year and is now used in more than 300 venues allowing fans to choose their exact seats instead of relying on Ticketmaster’s “best available” option, another feature us in the UK will have to wait a little while for yet.