Ticketmaster's Social Ticketing Deal With Facebook Radically Shifts Competitive Terrain - hypebot

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whitperson

it's definitely a nifty new feature, but I'm not sure it "Radically Shifts Competitive Terrain." TM has been slow to add any significant or innovative social features to their service. It's a step in the right direction for sure, and it's cool to see them do something others have not yet done.

That said, I think they could do a lot more to simply get people to share concerts they plan to attend. I made this argument with a dig at their confirmation page a while back. It includes a whole lot of wasted space and crappy ad units that don't serve concert fans.

I would love to see them integrate some other services that concert fans use for these purposes (or at least replicate them). Why not add the "I'm going" or "I might go" buttons that Songkick has on all of its event pages? Seems like low-hanging fruit with potential for a great social return (and much less dev. work!). They could make it even more viral by adding some rewards components to give fans more incentives to share.

Clyde Smith

I hear what you're saying, especially about the confirmation page, but it is a big move and they're the first to do it. And they will make more money off it, especially as groups of people start to use it.

The group aspect is something that I haven't really seen exploited by ticket companies except for buying batches of tickets. But this sets up a variety of psychological incentives for moving people to purchase tickets when groups are involved.

Of course, other major ticketing companies may be working on similar projects with Facebook which will even things out with more direct competitors.

The innovative disruptors, as opposed to disruptors in the everyday sense, will continue to undermine big companies like Ticketmaster in ways they'll find difficult to handle. Though that might lead to acquisitions of smaller ticketing firms that are more appropriate to smaller events.

whitperson

I certainly see the potential of this improving the group dynamic for ticket-buying in the future, but I don't see it being all THAT useful as it exists right now. From the demo video, it just looks to me like you can see other friends that already bought tickets to the same show. It's definitely fun, but in practice, will it really add that much value? How many of your friends do you really expect to find at an arena show?

Also, you said "And they will make more money off it, especially as groups of people start to use it."

How? It's not group-buying. They might find some ways to incorporate that concept at some point, but that's not what this does.

Overall, I recognize that adding virality to ticketing process can def. help boost sales. Ticketfly and Eventbrite have been proving that concept for years. But TM could achieve that goal in many easier ways (as I stated above). Plus, this feature doesn't really seem to add that much virality unless there's some kind of auto-posting feature for your purchase.

So, again, it's fun and kinda nifty, but doesn't seem all that useful in practice.

Maybe Interesting?

I also wonder how often my friends will be going to the same event I want to go to. Even if they are and I know where they are sitting what are the odds Ticket Master will still have tickets any where near them?

Clyde Smith

Thanks for the comments. I think what you're both saying, whitperson and Maybe Interesting?, relates to why I think this is a great step forward.

By the time a group does arena shows, they have a pretty intense following and it will include some people that might want to connect at shows or use shows to reconnect, especially as time passes.

So let's say someone's been connecting with old friends through Facebook and a band that everyone loves in that network is doing a tour that might inspire some road trips for, say, New Year's at Red Rocks.

This feature allows them to at least target the same section of the stadium or venue so that it's easier to reconnect and, ideally, to even sit together and party together.

Given that it's not a block of tickets, that puts extra pressure on everyone to buy tickets as soon as possible and increase the likelihood of being able to all be together.

That's one example of the kind of psychological encouragement to buy as early as possible that is built into this product. And that would also give people less time to think of reasons not to go!

Considering that situation, I'm sure you could come up with other examples of groups that might want to buy seats together from longtime college sports fans to folks attending an event with an affinity group, including sororities, drinking buddies and church groups.

I've been in bars more than once that are frequented by regulars with similar musical interests when someone has piped up that a certain band popular with that scene is coming to town. Often a few of those folks started making plans to go together. This new feature will encourage and probably increase such activity.

Maybe Interesting?

or just buy from Stubhub I guess

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