In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Twitter offers significantly more value when it comes to getting the message out about events, generates up to four times more revenue and page views than LinkedIn or Facebook, a new Australian report claims.
The latest analysis by Eventbrite of all ticket sales across its Australian marketplace in 2013 found a single share on social media generates nine visits to an event page on average, and $4.80 in additional revenue to the event organiser.
Twitter proved the top performer, generating average revenue from a social media share of $10.90 in Australia, nearly double its global average of $5.70. In comparison, Facebook generated $4.10 per media share in Australia ($3.40 globally), while LinkedIn generated $3.20 for event organisations on average locally ($1.00 globally).
Twitter also came up trumps for the highest average website visits from a social media share at 38 in Australia, on par with global results. This compared to seven page visits on Facebook and 11 on Linkedin locally.
According to Eventbrite, Twitter’s influence has increased over the past two years as Facebook’s decreased. Eventbrite international expansion manager, Elsita Meyer-Brandt, attributed this shift to Facebook’s deeper penetration in Australia, which she claimed leads to more cluttered and potentially less relevant newsfeeds.
“On the other hand, Twitter is less saturated, meaning less distraction for users,” she stated. “Also the 140 character limit means users often need to click on links to see more information.”
The comment reflects global views that Facebook is suffering a dip in fortunes. Last October, the company admitted its popularity may be on the decline among some teenager groups.
Event types getting the most value out of social media sharing are food events and performances, followed by seminars and music events, Eventbrite said.
“This data clearly demonstrates the power of social commerce and how the speed and connectivity of social networks can drive customer engagement and ultimately sales,” Meyer-Brandt stated. “ The fact that Australian businesses are driving high amounts of revenue from social is a real testament to the understanding and savvy use of digital media here.”
The report results were derived using social analytics tools built in-house, allowing Eventbrite to track and analyse which sharing options a user leverages, as well as when each share action takes place during the purchase process.
The report was based on transactions made during the 2013 calendar year.
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