游戏邦注：本文作者为Liana Li Evans，主要讲述营销者要如何通过Facebook挖掘企业品牌推广机会，原文发表于2011年3月7日，以下所涉数据均以当时为准。
Zynga’s Farmville Demonstrates Branding & Engagment Opportunities
By Liana Li Evans
I block Farmville. I despise it’s constant updates, I hate seeing countless people call out for “nails” to build their barns. But I can be classified as the typical online marketer. We despise the “noise” that Farmville and its clones (Cafeworld, Cityville, Treasure Island, etc.) make in our news stream. But, guess what?
Marketers Aren’t Typical Facebook Users
The typical Facebook user logs in numerous times a day, checks out well over 10 pages with each log in and are typically involved in some sort of gaming activity on Facebook’s environment. The fastest growing demographic on Facebook – women over 45 – are the most actively engaged gamers in Facebook.
The lure of growing a successful “farm” and helping out their neighbors day in and day out, as well as getting praise for it (on their news stream so all their friends can see) is quite alluring. Think about the psychology around it; Mom/Wife does wonderful things for her kids and family at home, but rarely gets public acknowledgment among her friends for it. However, on Farmville, you help out your friends and do wonderful things for them (like water their plants) and the game shouts it from the rooftops on both their profiles and their friends.
Guess what? That’s branding in action.
Farmville has More Monthly Active Users than Twitter
Sure, Twitter has over 200 million registered accounts in its system and marketers love to tout tactics like, “use Twitter”, “we can tweet for you” and “get an account and start tweeting”, and yet how many of those are active Twitter users each month that your company can engage with? How many are spammers? How many are truly engaged and will be listening to what you have to say?
Even if it was just 20% (which I think is too high of an estimate), that would be 40 million users. Each month, consistently, Farmville has over 45 million active users. Zynga’s other game clones aren’t too far behind either; CafeWorld has over 14 million, and Treasure Isle has over 10 million. Interestingly, right now there’s even one game from Zynga that’s out pacing Farmville. CityLife currently has over 93 million actively engaged Facebook users. Those aren’t just registered users who’ve installed these Apps or Games. These are active users playing and engaging in the games from Zynga.
Talk about a branding opportunity!
Even with offline advertising channels such as TV, Print or Radio you can’t be sure of how many actively engaged listeners or viewers are hearing your message. Search Optimization tools such as are website analytics or keyword resarch tools can come closer than offline, but they can’t tell us exactly that the users are engaged. Facebook outright shows us over 93 million people are ACTIVELY engaging on this game. Don’t you wish you could get that kind of hard statisitcs they next time you consider a print ad in a magazine?
The Mechanics of Facebook Gaming Success
These games on Facebook are successful because they do many things for the users. As marketers for companies or our clients it’s wise to look beyond our distaste of the “noise” they create and look what attracts people to play and engage with them. By understanding that, it can help make the next strategy you implement in social media more successful. These games:
Fulfill a need for their users
Reward their users
Acknowledges their expertise
Gives them a reason to come back
Successfully cross promotes and gains the interest of others
It might not be a game on Facebook that would appeal to your audience. Perhaps its a useful application or a tool, but to be successful as these games are, you need to be ensuring that whatever you implement is hitting on at least 4 of the 6 (if not all 6) of the list above. If you can’t say how your tactic is going to answer that list you might want to rethink your approach, because it could be wasted resources if you implement without truly knowing.（Source：libeckim）