Today, Eventbrite and Facebook announced the integration of native ticket buying in the new Events From Facebook app. The new tech let’s tickets be purchased from within the app and recommends local events and concerts your friends are attending. Fans can even redeem their tickets at the event through the Facebook app.
“We were Facebook’s first partner to integrate with Facebook events back in 2008,” Eventbrite’s GM of Consumer Tamara Mendelsohn told Amplify. “What we partnered with Facebook to create was the ability to publish your Eventbrite event into a Facebook event and use the Facebook event distribution mechanism to actually reach more fans and potential attendees. That worked incredibly well and we actually saw Facebook go from non-existent as a driver of traffic on Eventbrite to our number one driver.”
Eventbrite launched the pilot program back in July, allowing Facebook users to purchase tickets directly on the social network without ever having to sign into an Eventbrite account.
“The early results of the pilot are very promising. They are suggesting higher click-through rates,” Mendelsohn said of the pilot program. “We’re in the early stages of collecting data and sharing it back and forth with Facebook.”
“The hypothesis was that the consumers would be a lot more likely to initiate the purchase experience,” she added. “If we could facilitate that purchase experience within Facebook then we would see even higher click through and conversion rates and that is exactly what has happened.”
Starting today, Eventbrite will be integrated into the app which will now include free events. By having recommendations, events, and purchasing all in one place, users can spend more time doing activities rather than searching for activities to do.
“Events are inherently social when you think about how you decide to go to an event,” said Mendelsohn. “It’s usually because you’ve heard about it from a friend or someone you know and you decide to go together because events are more fun with other people.”
She added, “The beauty of distributed commerce is that is not just kind of scatter shot in front of a random group of people, but instead it is getting your event in front of people who have proclivity to be interested. Especially through a partner like Facebook who very carefully tailors the news feed to make sure that the things that show up are relevant and interesting.”
The evolution of distributed commerce has been made possible in recent years due to advances in payment technology. Eventbrite has worked with technology partners to create a more open market for tickets to be acquired securely from several platforms. It is a fully integrated system where distribution partners are pulling from one pool of inventory which eliminates the chance of a consumer buying a ticket that isn’t available.
Distributed commerce creates a ticketing ecosystem that, with the sharing of barcodes, makes the process beneficial for both consumers and event organizers. Consumers can purchase and receive tickets on sites they know and trust while ticketers can expand the reach of their potential attendees.
“What distributed commerce offers is the ability to reach a much larger audience essentially for free,” Mendelsohn explained. “If you think about the case with Facebook by publishing your event through our integration all of a sudden your event will show up in people’s news feeds who you might not have as an existing customer.”
Event organizers can create their event entirely on Eventbrite and with a click of a button have their all of their tickets and information on Facebook for relevant customers.
Mendelsohn established that the partnership with Facebook was just the beginning of Eventbrite’s plan for distributed commerce. The company is in the process of finding all the different places consumers spend a majority of their time and who could potentially host tickets.
“Ticketing historically has been very closed and very exclusive,” she said. “Distribution forces us to finally break that mold. I think it’s only in the consumers’ best interest to allow them to be able to find great things to do whereever they are.”