Paciolan Partners with Buddy Media for Ticket Sales on Facebook

Many brands are uncertain about monetizing social media marketing. Often overlooked is the potential to pair promotion with sales transactions directly on Facebook. Paciolan's initiative may hold some lessons for your brand.

Many brands are uncertain about monetizing social media marketing. Often overlooked is the potential to pair promotion with sales transactions directly on Facebook.

Paciolan, provider of ticketing, fundraising and marketing solutions to over 500 live entertainment organizations, has partnered with Buddy Media to present their clients with an integrated Facebook solution. Perhaps Paciolan’s initiative holds some lessons for your brand.

A white labeled version of the Buddy Media Platform, called PAC Social Media, has been developed by Paciolan which allows organizations to use Facebook to sell tickets and increase awareness of their events. In addition to a “Buy Tickets” tab, PAC Social Media can enable a “Special Offers” tab in Facebook pages with a “Fan-Gate” component that requires a customer to “like” the page to gain access to promotional ticket offers and exclusive content.

Paciolan is piloting PAC Social Media with clients including the Philadelphia 76ers, the Philadelphia Flyers, PlayhouseSquare, the University of Texas, the University of Cincinnati and the University of West Virginia. The company provided these comments from the those in the pilot program:

“We are excited to offer 76ers fans an ideal social media environment that allows them to buy tickets through live, integrated feeds from our ticketing system, and even offer coupons within their Facebook walls,” said Lara Price, Philadelphia 76ers senior vice president of business operations. “This allows us to capitalize on the viral nature of social media by enabling fans to share events with friends on Facebook and Twitter.”

“Social media is an important part of our marketing strategy, and PAC Social Media allows us to further engage with Flyers fans in a new and exciting way,” said Shawn Tilger, senior vice president of business operations. “Itallows us to offer interactive polls, pick your favorite players, view exclusive team videos, and then share these interactions virally with friends through Facebook.”

“One of our objectives with social media is to build our database and drive ticket sales,” said Chris Plonsky, women’s athletics director and senior associate athletics director of men’s and women’s external services for the University of Texas. “With the PAC Social Media “Special Offers” tab, we can offer new fans exclusive promotions and capture their email addresses to build our database. It is a perfect way to complement our social media strategy.”

“We are excited about the opportunities to better manage our Facebook page by leveraging PAC Social Media to pre-schedule Facebook campaigns and activities,” said Brian P. Sayre, director of ticket services, PlayhouseSquare. “It enables us to gain rich, detailed analytics and patron tracking to help measure the effectiveness of our social media efforts.”

Social Times has previously reported on Facebook applications, such as Infused Palermo, that are social commerce extensions of merchants’ existing e-commerce infrastructure.