What Powers Ticketmaster's App On Facebook Timeline

We asked Wade Gerten, chief executive officer of 8thBridge, about its ticketing application developed in partnership with Ticketmaster for timeline.

A fair amount of the stuff announced last night isn’t showing up in the right-hand column of our timelines yet. Can you point us toward some live action in your app?

Everything we announced is live already. Users who click on the “I want to go” action will see a story show up in the timeline if its a relevant event.

Only the most interesting activities that you share with your friends will become a part of your timeline.

I noticed this morning that I already have a “recent activity” update on my timeline that reported all of the Ticketmaster concerts I was interested in last night after the launch.

How many tickets have sold in the new actions since the announcement?

The number of users on the Ticketmaster application has been growing rapidly all day today since last night’s launch but we don’t share sales numbers.

The goal of launching the social ticketing app on Facebook is not just to drive sale transactions on Facebook.com. We expect many people will still buy their tickets on Ticketmaster.com.

The real value of social commerce is to make it easier for people to share and discover offers with their friends and for a brand to become part of your identity.

In Ticketmaster’s case, the number one way we discover new music or find out about upcoming concerts is through our friends. You’re now far less likely to miss your favorite band next time they come to town!

Thousands of people have already added their concert interests and activity to their Facebook timeline because the bands you follow and the music you listen to help to define your identity.

Your timeline is a digital presentation of your life story. Brands like Ticketmaster have an incredible opportunity to literally become a more important part of someone’s lifestory.

E-commerce has proven to be very convenient but it just hasn’t become meaningful or pleasurable. Social commerce changes all that and promises to drive online revenue to a level that ecommerce alone has been able to achieve on its own.

What options do you offer for people to limit whether and to what extent ticketing actions go out to news feeds?

We’ve been super careful to make sure users understand what is being shared. It starts with the initial opt-in when you connect to the app. When you purchase a ticket we remind you that a story has been published and give you a one-click way to remove the story from Facebook.

How much of an increase in ticketing do you expect to see as a result of these new actions?

The ability to indicate “I want to go” or “I bought tickets” is geared to spur more sales as Facebook friends connect on the shows they want to attend and the shows they have purchased tickets.

Historically, the best weapon in a tour’s arsenal has always been positive word of mouth so we’re confident this will drive sales.

What else do you want to tell AllFacebook readers about the new 8thBridge and Ticketmaster actions?

This was 8thBridge’s beta launch of our new Open Graph-integrated social commerce platform, code-named Graphite.

We’re excited about the opportunity timeline and the Open Graph represent for social commerce for three reasons:

  1. It gives 8thBridge and other developers a way to create valuable social commerce applications that can run in any channel, not just on Facebook. In fact, most of the merchants in our next wave of go-lives are implementing Open Graph actions on their websites first where most of their current traffic is.
  2. It gives people an easier and more specific way to express how they feel about a brand, products, or offers with their friends. This will unleash far more advocacy and sharing than we’ve seen to-date.
  3. It gives merchants an opportunity to use the generated social graph data to better personalize the shopping experience. The Ticketmaster example is superb because we’re recommending concerts to you based on music you and your friends are listening to on Spotify and other social graph data.

At the end of the day, our online shopping experience is going to dramatically improve in the coming months by introducing people at the center of ecommerce instead a web page or a product catalog.

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