Just like last year Entertainment business and Rankingz researched the top 10 ticketers on the Dutch market. Ticketmaster has taken over the lead in the list from See tickets. That company was the number one in last year. Ticketmaster did a lot of catching up in just a few months on the social channels. Last year the had 8.000 Twitter followers and 47.000 likes on Facebook. They now have 46.000 followers and 119.000 likes. But not only the numbers count on Rankingz. The degree of engagement makes the real difference. What happened?
The last few months Ticketmaster has put a lot of effort and money their Facebook and Twitter strategy. Their goal was to create more reach, effect and engagement on the channels. The events One Direction and MTV’s EMA’s gained a lot of new followers. After that they started advertising on Twitter. But advertising is getting less effective over de last few years. Consumers ignore stories without a proof of concept. Information and technology are the new focus points of the Ticketmaster organisation according to Mark Yovich in Entertainment business. The smart use of data ensures that they can make the transformation to a professional online service organisation in the entertainment sector.
In September 2013 See Tickets was most active on Facebook. The ticketer had more than 100.000 likes. In the meanwhile they have over 140.000 likes and are still the lagerst player on that platform. But Ticketmaster has grown faster on other social media channels. That puts See Tickets on a second position in the Rankingz now. See Tickets is putting a lot of effort in dialogue but they are struggelinh with the fact that it’s difficult to connect wit hall customers at the same time because they sell a lot of different kind of tickets. They are researching a smarter approach at the moment and orientate themselves on multiple platforms.
Ticketscript is following a strategy according to the management of the company despite the poor growth of their community in the last few months. They focus on a self-service-model and try to reach the event organizers and partners. That target group shows different behavior on social media and is also a lot smaller. Although B2C and B2B show more and more overlap overall. Social media has become a PR tool for the Ticketscript organisation. Just like Paylogic. Therefore the engagement is less with their communities which explains the lower position on the list. ActiveTickets declares to see no need in the use of social media yet.
The competition in the ticketing market is quite big. Also these companies have to deal with the changing world around them by interne and social media. Everybody can be the eyes and ears of a brand these days. The media landscape is fragmented and old business models do not work as effectively as they used to. Just dropping a statement as brands used to do is outdated. Future companies focus on the dialogue with their customers, partners, fans and ambasadors. Without a conversation the raltionship is over or can not be established at all.
If we want to or not, we have to face the facts of the digital world. The list with ticketers provides a daily to-date picture but can change due to the activity social media accounts and brands that are being monitored. Entertainment business has made a snapshot of the Ticketers Rankingz list for this message and tried to be as complete as possible. Do you want to know more about online ticketers or do you ant to add a brand to the list? Go to: www.rankingz.com/nl/online-ticketing/.