Social booking technology from Make it Social in partnership with Ticketmaster Sport was used for Surrey County Cricket Club at The Kia Oval.

A recently reported case study describes how MiS enables customers to easily book tickets as a social group and suggests that social booking should be a focus when optimising online booking flow. 

The MiS technology is so attractive because it:

  • allows groups to book without the hassle organisers usually face from chasing people up and gathering money
  • interfaces with The Kia Oval website and then provides enhanced customer data for all consumers attending games (not just the social group leader)
  • encourages existing customers to invite their friends, as well as enables new attendees

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In the 2016 season MiS was allocated tickets for the T20 matches and sold them via their social booking platform and from The Kia Oval within a white-label solution. Upon analysing the data from this season-long experience, here are some key figures:

  • 85% of the MiS bookers were new additions to The Kia Oval’s consumer database
  • the average MiS social booking group size was 7.4 customers (that’s an increase from an average of 2.3 customers per transaction via The Kia Oval website and a leap from £60 to £185 per MiS transaction)
  • the largest MiS social booking size was 19 people
  • the booking ratio was 39.5%, which is exceptional when compared to industry conversion rates

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Regarding advertising, MiS ran two targeted marketing campaigns in support of social booking at The Kia Oval. This included promotion on Facebook, where the click-through rates were 58% higher than the industry standard in a similar category.

 

In terms of demographics, the data indicates that younger, urban-dwelling buyers are more likely to use the MiS social platform solution with 84% of users aged between 16 and 34.

In a follow-up survey of users pertaining to their experiences with social bookings, the results were also positive:

  • 71% of users attended matches in larger social groups
  • 5.8 users were added on average to the social booking
  • 85% of users would recommend social booking to others

Read the complete Surrey County Cricket Club case study here.