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Case 7.2 mission is not just to sell you tickets to concerts you already know about, but to alert you to artists and events that you might not otherwise be aware of As a busi- ness strategy, the company's mission and vision are inspirational, empowering and easy to understand. However, translat- ing this simplicity into action requires a sophisticated combination of Integrated technologies that rely heavily on APIs. SDKs, analytics programs, data sharing PacploImages Digitaltion/Guy Images and social media. For Songkick's customers to find value in the concert alerts they receive, the company must understand its cus- tomer base and be able to predict the kinds of shows people are most likely to be interested in. When customers create their Songkick account prior to purchas- Business Case: Facebook Helps Songkick Rock the ing tickets, they use Facebook's Login instead of filling out forms with Ticket Sales Industry lots of questions. This not only makes it easier to set up a Songkick account, but it gives the company access to a rich set of demographic Web 2.0 or social technology makes it possible for business to share and behavioral data that will later help them make personalized rec- information in mutually beneficial ways. Specifically, programming commendations about artists and events. The Facebook Login feature tools like APis and SDKs make it possible for developers to create is created by developers using the Facebook SDK, which provides tools applications that will connect Facebook with other websites as well as programmer's use to integrate the login feature with their own plat- applications that exchange data with applications on Facebook. For forms. Approximately 50% of Songkick's customers use the feature to Instance, Facebook has created several different programming tools create or log in to their account. that help organizations leverage the power social networking data for To further expand their understanding of customers and their attracting and engaging customers. When IT and marketing managers behavior, Songkick's developers used the Facebook SDK and the understand the capabilities of Facebook's programs, they are better App Events Export AP to connect with the Facebook Analytics for Apps able to imagine the myriad ways to leverage the technology for engag program. This provided Songkick with an in depth view of its audi- ing customers, promoting brands, enhancing brand reputations and ence, their preferences, and behaviors associated with patterns reducing marketing expenses. of engagement and retention. Based on Insights from Analytics for Songkick is the world's second largest seller of concert tickets. Apps program, Songkick was able to identify new features and ser- sending out over a million goo-targeted concert alerts each day via vices for their app that improved its value to customers. Finally, e-mail and push notifications. In a crowded industry of ticket sellers, Songkick programmers used the Facebook SDK and APIs to inte- Songkick's unique mission is to be the " . . world's leading independ- grate with the Facebook App Ads program. This program connected ent artist-ticketing and concert discovery platform." Their strategy is Songkick ads that appear on Facebook with the Songkick app, pro- to treat artists with respect, providing multiple ways for musicians viding analytics and improving customer engagement. For instance, and bands to promote their music, grow their fan base, and provide Songkick can use what Facebook calls Deep Linking with their ads. a simple, cost-effective program for selling concert tickets. Their Deep Linking makes it easier for new app installers (customers) to vision is simple, they want every show to sell out! For music fans, the reach the information that originally inspired them to try the service.Case 7.3 237 What this means in practice is that when a Facebook user sees a to log in into other websites with their Facebook username and personalized Songkick ad promoting a Goo Goo Dolls concert, they will password? download and open the Songkick app, and be promptly taken to the 2. What does Songkick gain by having customers use Facebook app page for the Goo Goo Dolls concert, the reason they downloaded Login to create accounts and log in to their website or mobile the app in the first place. Without Deep Linking, users would likely have app? to navigate several account setup and introductory screens before reaching the desired information. Deep Linking improves customer 3. How does Facebook's Deep Linking program improve customer satisfaction, engagement, retention, and conversions. satisfaction and increased conversions (purchases)? As a result of Songkick's integration and data sharing with Face- 4. How did Songkick benefit from integrating its platform with Face- book programs, the company experienced 7% more purchases by book's Analytics for Apps program? people using Facebook Login and a 15% increase in sales as a result 5. How does Songkick use information it obtains from Facebook of insights gained from Analytics for Apps. Furthermore, customers to effectively alert customers to artists and concert events they acquired from the Facebook network had a 35% higher lifetime value might not otherwise hear about? Couldn't they just as easily do than customers acquired from other channels. that by sending information about all the upcoming concerts in a customer's geographic area? Questions 1. Why is Facebook motivated to share so much data about its Sources: For more information, see "Songkick Orchestrates a Sound Growth users with other companies as well as creating ways for users Strategy" at developers. facebook.com and Songkick.com