"The integration enables our fans to do something on our lineup pages that has never been possible before: see which bands their friends are planning to watch at the Fest," C3 Digital Marketing Director Michael Feferman tells murdok. "It has really helped to spur our word of mouth marketing and, in many ways, we think it’s a much more interesting and useful implementation of FB Connect than many that have been announced."
MySpace has long been a popular social network within the music industry. Artists often preview new albums on the site, for example. When it comes to these concerts, however, MySpace doesn't generate nearly the engagement of Facebook, or even Twitter or email.
"We've surveyed our festival fans to find out what they're using, and the overwhelming majority are using Facebook " (We think it's ~80% for Lollapalooza and ~70% for ACL Festival)," says Feferman. "Nothing else even comes close. MySpace was second at around 40-50%, but the folks on Twitter, even if they might be a much smaller percentage, are more active."
Feferman tells me that based on C3's share features, the breakdown is roughly:
- Facebook – 60%
- Twitter – 15%
- Email – 15%
- MySpace – 7%
- Other – 3%
He says that engagement and traffic measures are way up for both festival sites. "The big benefit to us is that people are sharing more stuff about our Fest with their friends, which is good for our business. We can measure both the outbound sharing events and the inbound traffic that they drive - and the results are great." Since the integration of Facebook Connect and other sharing features:
- Page Views are up 99%
- Pages Per Visit are up 34%
- Average Time Spent on the sites is up 20%.
While it is clear that just enabling sharing features is huge for C3's sites, Feferman admits that Facebook and Twitter are where the company's focus is right now. That's not hard to believe, considering the continued growth of both networks.
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