Ticketmaster’s Social Ticketing Deal With Facebook Radically Shifts Competitive Terrain
Ticketmaster's move to more deeply integrate their interactive seat map with Facebook is not only a great competitive move for both companies but is also a real step forward in the concept of social ticketing. Given the increasing competition in the ticketing space, this move helps differentiate Ticketmaster/Live Nation's services in ways that will tilt the balance with direct competitors while giving their combined brand a much needed boost.
Ticketmaster Delivers Social Connectivity Into Interactive Seat Maps
Until now, social ticketing simply meant that ticketing services offered as many ways to allow for communication via social networks regarding ticket availability and purchase as possible. Bands could publicize their shows and fans could spread the word. This week's unveiling of a deeper integration of Ticketmaster's interactive seat map with Facebook features goes beyond anything else offered to date.
Available via both Ticketmaster.com and LiveNation.com, this new step radically improves the already successful interactive seat map that allows fans more decision making information and control while boosting the already successful use of Facebook for social features.
Now fans can reveal where they're sitting or seek out seats near where their friends or even publicly identified strangers are sitting. A related tagging feature, similar to photo tagging on Facebook, also encourages ticket purchases.
The seat map without these new capabilities was already boosting sales with a "third of customers using the map…actually buying more — and pricier — seats." And given that sharing planned attendance with Facebook friends also boosted sales, generating "$5.30 in additional ticket revenue", a whole new level of revenue growth may be in the offing.
When one considers this possibility, along with Ticketmaster's presence in Walmart stores, Live Nation's deal with Groupon for unsold inventory and the enormous reach of the Ticketmaster/Live Nation empire, these guys are looking much stronger than they did a year ago.
Prior to these developments, TicketMaster's long-standing brand problems (i.e. people hate them) and the emergence of such direct competitors as AXS.com along with disruptive innovators such as GigsWiz and EventBrite suggested an ongoing process of death by a thousand cuts.
If Ticketmaster/Live Nation can strongly increase ticket sales for their clients, which seems inevitable at this point, the companies that are situated to use their services will be much more likely to go with them as opposed to other companies. For Facebook, which consulted on this new level of integration, it means increased revenue as well as a very clear demonstration of what they can offer their clients at a time when they too are facing a wide range of competitors.
Given the major traffic ticketing companies are seeing, Ticketmaster/Live Nation may be poised to eat the lunch of numerous companies while heading for major growth.
Hypebot contributor Clyde Smith is a freelance writer and blogger. He is currently relaunching Flux Research to pursue his long-standing obsession with web business models. To suggest music services and related topics for review at Hypebot, please contact: clyde(at)fluxresearch(dot)com.