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 the foundation of the future Facebook Bank
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Facebook Credits for Marketers
- 1. FUSE Marketing Group Facebook Credits for Marketers April 2011
- 2. Agenda What are Facebook Credits? Social gaming and the virtual currency economy How marketers can leverage virtual currency
- 3. facebook credits What Are They?
- 4. A virtual currency you can use to buy gifts, and virtual goods in many games and applications on the Facebook platform
- 5. 100 million users Over 50 million users What are consumers spending it on?
- 6. Why are social games so popular?
- 7. Game Mechanics Fulfill Human Desires *Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior, Bunchball, 2010
- 8. Real money Premium goods FB Credits Virtual donations for real causes
- 9. Buy them directly from Facebook
- 11. Buy them in Canada @ Walmart or Best Buy Expected to make up one-third of Facebook’s revenue in 2011
- 12. 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
- 14. Social game players average 43 years in age …. With over 50% being female Source: 2010 PopCap Social Gaming Research
- 15. Social gamers are married with children Source: 2010 PopCap Social Gaming Research
- 16. The virtual goods market continues to rise at a rapid pace… …fueled in large part due to Facebook’s continued growth
- 17. $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
- 19. Over 80% of consumers buy less than $2.50 worth (single transaction)
- 20. What can you buy?
- 21. From seasonal plants at 2 credits to Energy boosts at 3 or a pet for only 5Source: Facebook
- 23. Where’s it All Heading McFly?
- 24. Loyalty
- 26. International Currency …and world domination
- 28. Then Facebook as a social network
- 29. Now Facebook as a social network and social gaming platform
- 30. Tomorrow Facebook as a social network and social gaming platform and a BANK
- 32. Why Should Marketers Care?
- 33. 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)
- 34. How are brands doing it?
- 38. Discount + Gift with Purchase
- 39. Unique Experiences / new content delivery methods
- 41. How Can My Brand Use Facebook Credits?
- 43. Trial / sample / register
- 45. Social interactions (Like Facebook Page, rate / review product)
- 47. FUSE can help: Create Design Develop And Activate… A digital content rewards solution tailored to your consumer audience and sales objectives
- 48. Create a Proprietary branded online rewards store
- 49. e-Books Games Music Choose a different digital content format more tailored to your target consumers (also movies, apps, charity, merchandise, coupons)
- 50. Or Leverage a pre-existing store shared with other brands
- 51. Books Games Music Consumers can choose from a variety of different digital content formats (also movies, apps, charity, merchandise, coupons)
- 52. Any Questions?
- 53. 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
Editor's Notes
- 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