Facebook企业品牌推广编辑本段回目录
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。
我不玩《FarmVille》。我鄙视它不断更新内容，我讨厌看到众多玩家纷纷争取“钉子”创建自己的谷仓。但我自认为是典型在线营销者。我讨厌看到《FarmVille》及其同门作品（游戏邦注：如《Cafeworld》、《Cityville》和《Treasure Island》）填满我们的消息动态。但你猜怎么回事？
farmville from insidesocialgames.com
营销者并非典型Facebook用户
典型Facebook用户每日登陆网站数次，每次至少浏览10个网页，且常常会参与Facebook游戏活动。Facebook增长最快的族群，即45岁以上妇女是该平台最活跃的玩家。
创建成功“农场”的诱惑，不时帮助邻居，因此获得赞美（出现在消息动态当中）都是吸引玩家的元素。想想其中的心理因素；母亲/妻子在家为孩子和家庭付出许多，但鲜少因此获得好友认可。然而，在《FarmVille》中，玩家能够帮助好友，尽自己所能（游戏邦注：如浇灌植物），游戏会将此行为公布在玩家个人信息及好友好友消息当中。
想不到吧？这就是行为品牌战术。
《FarmVille》的MAU（月活跃用户）多过Twitter
Twitter拥有2亿多注册用户，很多营销者都喜欢使用这样的兜售策略，如“使用Twitter”，“我们能帮你发微博”以及“注册帐号，开始发微博吧”，但公司每月接触到的活跃Twitter用户有多少呢？有多少是垃圾信息发布者？有多少是真正粉丝，会倾听你发表的言论？
即使这类用户仅占20%（我认为该预估过高），其数量也高达4000万。《FarmVille》平均月活跃用户达4500万。Zynga其他克隆作品也相差不大；《CafeWorld》用户超过1400万，而《Treasure Isle》用户也有1000多万。有趣的是，目前有款Zynga游戏已超越《FarmVille》。据悉，《CityLife》目前有9300多万活跃Facebook粉丝。这些并非仅是安装应用或游戏的注册用户，而是真正融入Zynga游戏的活跃用户。
CityLife from urbanfile.it
下面就来谈谈品牌机会
即便是通过电视、印刷刊物以及广播之类的线下广告渠道，你也无法确定有多少活跃听众或观众会知晓你发布的信息。搜索优化工具（游戏邦注：如网站分析或关键字搜索工具）比线下渠道更能贴近用户，但我们无法判断这些用户是否为忠实粉丝。但Facebook却能明白告诉我们有9300多万玩家正活跃于游戏当中。难道你不希望自己能够获得诸如此类的准确数据吗？
Facebook游戏成功的机制
这些游戏之所以在Facebook取得成功是因为它们向用户提供许多元素。公司营销人员应该摒弃一味鄙视游戏恼人信息的态度，分析究竟是什么元素吸引玩家融入游戏当中。弄清这点，我们方能确保成功落实下步策略。这些游戏：
* 满足用户需求
* 奖励用户
* 承认他们的能力
* 感激用户
* 提供回访理由
* 成功开展跨平台推广，吸引其他用户
也许你的用户对Facebook游戏并不感兴趣。也许他们钟情的是有用的应用或工具，但想要同游戏一样获得成功，你就得确保策略至少满足上述列表当中的4条。如果你无法判别策略是否满足上述内容，那么最好重新考虑，因为如果你没有充分理解就采取措施，多半只是浪费资源。（本文为游戏邦/gamerboom.com编译）
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
Thanks them
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）
