The eConsultancy article pointed out that only a tiny proportion of sites use schema.org mark up to produce rich snippets on Google search results.
Meanwhile, Drupal has a v7 schema.org contrib module that works with RDF https://drupal.org/project/schemaorg. Rich data framework with attributes (RDFa) is a developing web standard, and part of Google and Facebook open graph strategies. RDFa lite 1.1 will be part of Drupal 8 core.
It turns out that even though Google says it supports RDFa lite 1.1, it does actually produce rich snippets from the Drupal 7 core/schema.org module markup http://manu.sporny.org/2012/google-indexing-schema-rdfa/
Here’s a rich data framework (RDF) primer http://www.w3.org/TR/rdfa-primer/
So we’re going to try a rich snippet for events (hopefully with book tickets/ performance details) using the schema.org module and look to include it in our builds as standard (as we do with meta tags and XML sitemap).
We'll update this post once we get that underway and hopefully begin to see some results.