Are customers and prospects obsessed with Farmville, or Bejeweled, or Mafia Wars, or other Facebook games? If so, you can make these online games a valuable element in your Facebook Marketing Strategy.
While Farmville has temporarily been ousted as the number 1 online gaming platform by Phases, online gaming on social networks like Facebook captures over 200 million online users. Online gaming is incredibly popular, especially among Asian and Hispanic consumers, who may be difficult for retailers to reach through traditional channels. ABC recently ran a segment of Nightline on the growing popularity of Online Gaming.
You can use their obsession with Facebook gaming to support your online marketing strategy. How? Offer Facebook credits when people perform desirable behaviors on your e-commerce website.
What are Facebook credits?
According to Facebook,
Facebook is selling Facebook credits for real money — with revenues expected to reach $835 million this year. You can buy Facebook credits on Facebook or through retailers like Target, WalMart and BestBuy. Why would customers spend real money to buy virtual currency to play virtual games — it makes game play more FUN!
Although currently Facebook credits can only be used to buy virtual goods on Facebook, its likely Facebook credits will soon be able to buy real goods through Facebook — goods like music, movies, videos, news stories, etc.
Savvy online retailers realize the value Facebook credits have to Facebook users. They also know these Facebook credits don’t have to be bought — valuable Facebook credits can be given away to consumers who engage in desired online behaviors, such as recommending brands and websites, shopping sales, liking the firm’s Facebook Fan page, entering sweepstakes, signing up for email newsletters or mailing lists …While Facebook users could always buy Facebook credits to buy premium applications or elements in Facebook games, iFeelGoods has created an interface allowing online retailers to “pay” users in Facebook credits.
Now, the UK is getting in on the action, as Facebook credits just went on sale there.
To wet users appetites for Facebook credits, Facebook began giving users some for free — a move designed to show folks who’d never used Facebook credits how valuable they are and encourage users to want more Facebook credits.
Bribing customers with Facebook credits
According to iFeelGood, customers prefer Facebook credits, which means they have a higher perceived value than their face value. Facebook credits have positive effects on your brand and marketing strategies including:
- Higher conversion rates
- Increased AOV
- Lower fulfillment expenses
- Customer engagement
- Customer retention
- Customer acquisition
Farmville Marketing Strategies
Want people to visit your website? Give them 5 Facebook credits.
Problems with abandoned shopping carts? Offer 25 Facebook credits for completing the sales.
Developing a mailing list for email marketing? Use Facebook credits to encourage visitors to sign up.
Customer hasn’t visited your website in a while? Facebook credits might entice them to check out your new online products.
Want readers to subscribe to your RSS feed? Give them Facebook credits
Want consumers to like your brands or share your message? Give them Facebook credits
Really, there’s no limit to the way businesses might use Facebook credits as part of their Facebook marketing strategy.
Suggest ways you can encourage consumer behavior using Facebook credits.