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Amplify’d from blog.eventbrite.com

Social Commerce: A First Look at the Numbers

Measuring social commerce True social commerce promises to leverage the speed and connectivity of social networks to drive sales transactions. It’s an elusive promise that many companies have struggled to realize, but those that do will disrupt industries and create a new scale of business.

Key findings The key findings of our analysis include:

Sharing equals transactions: Dollars per share

When someone shares an event with their friends through social media, this action results in real dollars. Our most recent data shows that over the past 12 weeks, one share on Facebook equals $2.52, a share on Twitter equals $0.43, a share on LinkedIn equals $0.90, and a share through our ”email friends” application equals $2.34. On an aggregate level across Facebook, Twitter and LinkedIn, and our email share tool, each share equals $1.78 in ticket sales. We’re seeing this number improve every week with the most recent four-week average equaling $1.87.

It’s extremely sticky: Visits per share

The hyper-relevancy of the social graph breeds deeper engagement, greater sales and stickier audiences. For Eventbrite, Facebook is now the #1 referring site for traffic to the company’s site, surpassing Google as people discover events that their friends are sharing and they click through to find out more. On average each Facebook share drives 11 visits back to Eventbrite.com. Averaging across all channels, one share drives over 7 visits back to Eventbrite.com.

It’s happening everywhere, across all sizes and types of events: Consistency of sharing

Sharing is consistent across event size. Sharing occurs at the same rate an event has 10 or 10,000 people. Classes/workshops and networking events have the most share activity, followed by fundraisers, conferences, and music events.

What it Looks Like

Summary: Social commerce is the next big thing Social commerce takes online commerce to a new level. It marries the natural act of sharing and socializing with friends and the act of buying something online. Social commerce brings together social promotion and transactions into a single, unified experience, which breaks the old rules of eCommerce and demands new metrics. And the exciting news is that this is just the beginning. Look for more reports from Eventbrite in the coming months. We’re also keen to hear your thoughts and feedback on the subject. Read more at blog.eventbrite.com

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