Today AllFacebook discovered that users in Israel and the Netherlands were able to include a “Buy Tickets” button that is native to the events set-up page. This step forward from Facebook shows yet another move towards the integration of not only making events social, but making the purchase of tickets to an event social. I mean, if I knew my friends were buying tickets to a concert I hadn’t heard about, why wouldn’t I be interested in that?
Facebook’s step into this space could potentially have a grand effect on ticket purchasing, since it’s already been proven that when you combine ticket purchasing and social, people love it. For example, last year ticketing company AudienceView released AVTiki, a product that simply allows you to integrate the entire ticket purchasing process right into Facebook as an app. Within their process, you can even reserve seats near you for purchasing by your friends later. Pretty cool to think of what Facebook could do with this in the future.
I believe this investment into events is obviously a strategic move into turning what is a mediocre part of the Facebook experience (events) into a useful tool and possible ad unit. Too many of us have seen the creation of bogus events for weeks at a time (read: long fundraising events and the event “I lost my phone” is all too common).
Because of this under-usage of Facebook events (and lack of real integration with any calendaring system), seldom does an event on Facebook actually make it in your real schedule. However, if you could bring ticket purchasing into the social world where many of us reside, this could immediately situate Facebook events as a great promotional tool and ad unit where ROI could be measured very easily with the brand-new native Facebook conversion pixel.
In the end, smart move! It’s clear that they want events to become useful again, and if they can make some money while making them available to clients for ad units with good tracking, why not?
– Andrew Foxwell