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Facebook Credits for Marketers
 

Facebook Credits for Marketers

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Facebook Credits is expected to advance beyond simply virtual goods...look at how Facebook Credits can be used to create your own proprietary loyalty program and how the currency may eventually form ...

Facebook Credits is expected to advance beyond simply virtual goods...look at how Facebook Credits can be used to create your own proprietary loyalty program and how the currency may eventually form the foundation of the future Facebook Bank

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  • Play against friends even when you may not be online at the same time The ability to play games at no cost The ability to make micropayments in order to realize unique experiences and to support rapid progression within any given game
  • Normally, all social games use their own kind of premium currency that locks you out from spending in other games. Using FB Credits means that Credits you've earned in one game won't be limited to that game, and can be used for a wider variety of games and services on Facebook.Facebook has become a gaming platform
  • 20% are less than 30 years old21% are 30 – 39 years old, 20% are 40 – 49 years old, while a total of 38% are at least 50 years old. http://bit.ly/dT5E0l
  • Offering small increments of Facebook credits still has high perceived value
  • July 2011, will become the ONLY method of payment within facebook socialgames, including Zynga (recently renewed 5 year relationship)
  • Allowed to use the logo without requesting permission

Facebook Credits for Marketers Facebook Credits for Marketers Presentation Transcript

  • FUSE Marketing Group
    Facebook Credits for Marketers
    April 2011
  • Agenda
    What are Facebook Credits?
    Social gaming and the virtual currency economy
    How marketers can leverage virtual currency
  • facebook credits
    What Are They?
  • A virtual currency you can use to buy gifts, and virtual goods in many games and applications on the Facebook platform
  • 100 million users
    Over 50 million users
    What are consumers spending it on?
  • Why are social games so popular?
  • Game Mechanics Fulfill Human Desires
    *Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior, Bunchball, 2010
  • Real money
    Premium goods
    FB Credits
    Virtual donations for real causes
  • Buy them directly from Facebook
  • Purchase them in-game
  • Buy them in Canada @
    Walmart or Best Buy
    Expected to make up one-third of Facebook’s revenue in 2011
  • Redeeming your Facebook gift card
    Enter PIN code
    Credits directly applied to
    Facebook account
    Visit www.facebook.com/credits
    * Must be logged into Facebook account
  • Virtual Currency Stats
  • Social game players average 43 years in age
    …. With over 50% being female
    Source: 2010 PopCap Social Gaming Research
  • Social gamers are married with children
    Source: 2010 PopCap Social Gaming Research
  • The virtual goods market continues to rise at a
    rapid pace…
    …fueled in large part due to Facebook’s
    continued growth
  • $7,300,000,000: expected global revenue generated by the virtual goods industry
    in 2010
    $2,100,000,000: The projected size of the US virtual goods market in 2011
    100,000,000+: The all-time high number of CityVille players
    $635,000: New world record for the single largest purchase in an online game
    20: percentage of Electronic Artʼs overall revenue generated by digital sales
    By The Numbers
    4,000,000: total number of items in IMVUʼs virtual goods catalog, making it the worldʼs largest
    220,000: number of “Summertime avatar baseball caps” sold in Roblox game
    90,000,000: number of Pet Society virtual goods sold every single day
    2010′s virtual goods sales according to Tech Crunch
  • By The Numbers
    Credits cost $0.10 USD each
    • Nearly 50% of people who buy Facebook credits buy less than $1 worth (single transaction)
    • Over 80% of consumers buy less than $2.50 worth (single transaction)
    • What can you buy?
    • From seasonal plants at 2 credits to Energy boosts at 3 or a pet for only 5
    Source: Facebook
  • Where’s it All Heading McFly?
  • Loyalty
  • Purchase Physical Goods
  • International Currency
    …and world domination
  • Then
    Facebook as a social network
  • Now
    Facebook as a social network
    and social gaming platform
  • Tomorrow
    Facebook as a social network
    and social gaming platform
    and a BANK
  • Why Should Marketers Care?
  • Opportunities include the ability to:
    Incent purchase without having to discount
    Encourage product / service trial
    Strengthen brand / product loyalty
    Cross sell
    Develop a branded loyalty program
    At a fraction of leading loyalty program costs
    Without the standard limitations (limited retailers and card holders)
  • How are brands doing it?
  • Loyalty Rewards Programs
  • Gift with Purchase
  • Gift with Purchase
  • Discount + Gift with Purchase
  • Unique Experiences / new content delivery methods
  • Action Based Rewards
  • How Can My Brand Use Facebook Credits?
  • Promotion Based Program
    • On a limited time basis (eg. campaign)
    Loyalty Based Program
    • Long term solution
    A Plug and Play Rewards Program
    Reward Actions
    • Purchase (single, multiple, cross category, time limited)
    • Trial / sample / register
    • Survey participation
    • Social interactions (Like Facebook Page, rate / review product)
    • Sales team exceeding sales targets
  • How can fuse help?
  • FUSE can help:
    Create
    Design
    Develop
    And Activate…
    A digital content rewards solution tailored to your consumer audience and sales objectives
  • Create a Proprietary branded online rewards store
  • e-Books
    Games
    Music
    Choose a different digital content format more tailored to your target consumers (also movies, apps, charity, merchandise, coupons)
  • Or Leverage a pre-existing store
    shared with other brands
  • Books
    Games
    Music
    Consumers can choose from a variety of different digital content formats (also movies, apps, charity, merchandise, coupons)
  • Any Questions?
  • Thank You
    Jeff Pontes
    Director Digital Strategy
    E-mail:jeff.pontes@fusemg.com
    Twitter: @jeffpontes
    Blogs: http://bit.ly/CMA_blog
    LinkedIn: www.linkedin.com/in/yourbrandvoice