The document discusses using social buying and group buying platforms like Groupon and LivingSocial to generate new audiences for arts and cultural organizations. It provides an overview of how social buying works, details several case studies of organizations that saw success in attracting new users through these channels, and outlines both advantages and disadvantages to consider for organizations interested in trying social buying. The AES Social Buying Project aims to test the effectiveness of social buying at attracting new audiences and determine if deals can be shaped to appeal to target segments.

9. GROUPON ITISON LIVINGSOCIAL Launched 2009. Launched 2010. Launched 2010. 500,000 + subscribers 80,000 + subscribers in SCOTLAND (2010). N/A 50% commission for every voucher redeemed 20% commission for every voucher redeemed 40% commission for every voucher redeemed Minimum number to be purchased to activate deal. No minimum number No minimum number Offers 1 deal per city per day. Offers 1 to 3 deals per city per day Offers 1 deal per city per day. Only pays you for vouchers that are redeemed. Pays you for all vouchers bought including those unredeemed. Pays you for all vouchers bought including those unredeemed. Discount on vouchers ranges from 50 – 80%. Discount on vouchers varies but the minimum is 51%. Discount is on average 50%. Only provides you with the codes of the vouchers which have been bought. Provides notification of vouchers that have been bought and your purchaser demographics. Only provides the names of the customers with the codes of the vouchers which have been bought. Can provide limited terms and conditions which the consumer may not be aware of until post purchase. Provides comprehensive terms and conditions to the consumer. N/A Covers EDINBURGH, GLASGOW, ABERDEEN and DUNDEE. Covers EDINBURGH, GLASGOW and DUNDEE. Covers EDINBURGH, GLASGOW, ABERDEEN and DUNDEE. Users do not provide personal information and interests at time of sign up. Users provide personal information and interests at time of sign up. Users do not provide personal information and interest