This is part 2 of a 2 part series focused on helping you understand the promotional tools driving people to discover your event and purchase tickets on Eventbrite. Read Part One.
In Part 1 of this series, we introduced the Eventbrite Promotion Sources summary on your Event Summary page. It quantifies the impact of our social commerce features, promotional efforts, and distribution partnerships on your bottom line: ticket sales.
Now, let’s take a closer look at some of the major promotion sources you might see in the summary, found under “My Events“, to understand how your attendees are discovering your event, and how you can optimize your future marketing efforts.
Facebook News Feed From Liking / Event Name Link / Register Link: When someone purchases a ticket or “Likes” your event on your event page, we prompt them to share this information on their Facebook News Feed. This is a default setting for all public events, but you can enable this feature for your private events as well. We report the number of people who visited or bought tickets on your event page after clicking on the event name or “get tickets” link within their friend’s Facebook News Feed. If sales generated by this source are high, it means your attendees are some of your best (and free) event promoters! If sales are low, find creative ways to encourage your attendees to share your event on Facebook, such as a contest or calling out attendees who share the link.
Share Link / Invite Friend Link: It’s natural to want to tell friends about an interesting event you’re attending. We make it effortless to share this information. All public events can be shared, but you can also turn on this feature for your private events. You can see the people who’ve clicked on your event details, shared via Facebook, LinkedIn, and Twitter, and purchased a ticket. This will also shed some light on the social media outlets favored by your attendees, and where you may want to consider having a greater brand presence.
Auto Listing: You can view the impact of our distribution partners, such as Zvents, Eventful, Songkick, Tasting Table, and Plancast, in featuring your event on their sites and driving incremental traffic and sales to your event page. Private events are not shared with our partners. Depending on the volume of traffic and sales generated, you might consider a separate promotion on these sites for future events.
Eventbrite Community Manager / Social Media: Our regional Eventbrite Evangelists promote events to their loyal followers through their local weekly newsletters, Twitter, and Facebook, and you’re able to see traffic to your page from these sources.
Eventbrite Organizer Pages / Featured Event: You can offer valuable information on your customizable profile page, such as your organization’s background, your website, and past events, as well as utilize the featured event module to drive traffic and ticket purchases on your event page. Consider optimizing your profile page based on data about how your attendees are finding your event.
Eventbrite Invitation / MailChimp Integrated Emails / Paperless Post Invitations: When it’s time to invite guests to your event, you can use our free email invitations, or leverage our partnerships with MailChimp or Paperless Post to send out your invites. Data shows how effective your invitations were in driving people to your event page and to purchase tickets, and you can assess whether or not you need to make changes in the future.
Eventbrite Button / Calendar / Ticket Widget: If you integrated our Eventbrite widgets into your own website, you can see the exact number of people who visited your event page on Eventbrite by clicking on this widget. If traffic to your website is high, but clicks on the widget are relatively low, you might consider more prominent placement of the widget within your site.
Event Recommendation Placement / Social Recommendations: Our powerful recommendation engine personalizes the upcoming events listed on an attendees’ My Tickets tab, based on their interests or events their friends are attending. Private events will not show up as a recommended event. You can see if your event is recommended and if that generated traffic and sales. Make sure you properly categorize your events to ensure they are recommended to your target audience.
Autosearch Home Page / Autosearch: Some people visit Eventbrite to find your event. As they type your event name in the search box, we automatically suggest events and track the number of people that found your event by searching on our homepage, or other parts of our site. Private events are not searchable in our directory.
Automatic Email to Incomplete Registrations: It’s quick and easy to register for an event on Eventbrite, but sometimes you can get sidetracked and forget to complete your checkout. We send a gentle email reminder to people who started but didn’t complete the process, and track the people who eventually viewed and purchased tickets to your event.
We hope this provided some useful information about how to use data provided on the Eventbrite Promotion Sources snapshot to improve your marketing efforts. Let us know of any questions in the comments below!