A similarity fell with Warner around the growing importance of live video content. They are using live streaming to connect fans to behind the scenes and premiers much like we do at Ticketmaster using Facebook Live. Many of the panel are on multiple social media platforms including Snapchat, such as Soap & Glory who are using Snapchat filters to get people into Boots to buy their products. We explained that in the ticketing industry we don’t own many of the products that we are selling, and therefore Ticketmaster choose to focus on Twitter, Facebook and Instagram to frequently create and share quality content rather than jumping onto a platform such as Snapchat for the sake of it without having the content to connect well with fans.
When discussing influencers, bloggers and young content creators are important to many of the panel especially UniLad, whereas we highlighted that we must not forget about parents as influencers for the under 18s. We also explained that and artists are of course big influencers for marketing music tours to youth, and Ticketmaster must work with them and their managers closely on content as they are holding more and more power and control in the industry.
We all discussed how the role of the audience is changing and gathering more control. Warner explained that they are putting more content control in the hands of fans and YouTube influencers on their recent Harry Potter campaign, whereas we discussed how content and creation is coming together through playlists and pin boards, and how Ticketmaster are using tactics for use generated content such as fan polls. We went on to discuss the importance of live conversation with fans during events and taking advantage of second screen viewing during scheduled TV performances in order to sell the live experience, which is key for us.
A valuable student panel followed and some outcomes were quite surprising. All of them use Facebook the most but mainly to keep up with family and friends as many company accounts hold out-of-date content. Many use Twitter but some use it intermittently and mostly during national and international events such as the World Cup. Most of the panel had not even heard of Instagram stories and many don’t use Snapchat anymore. Overall a valuable day with new connections made with companies including Merlin Entertainment and The Social Chain.
Twitter: #youth_conf @youth_conf
If you have an event coming up which our team can assist – be it on a panel, presenting or just for networking – please do get in touch with us at [email protected].
Story and photos by: Rebecca Lott
