In today’s virtual world of social media, online content and the internet, brand-building and corporate image has morphed into an entirely new arena. Demographically chosen radio commercials have been replaced by targeted banner ads using cookies and online content, and television ads have been replaced by…
Yes, games. Facebook games like Mafia Wars, Farmville and Candy Crush have generated obscene amounts of revenue, but for companies not concerned with generating revenues via games, there are other purposes. Companies are beginning to create Facebook games to help build their business, as opposed to generating advertising revenues. Here are the top 4 ways to improve Facebook engagement with social media games.
Most consumers won’t be interested in a trivia game that quizzes their knowledge about a company. They won’t develop much interest in a company’s mission statement or quarterly goals. But they will be interested in a game that brings an idea to life. Even if the game is only loosely connected to the parent company, it still creates a very marketable buzz by keeping that company at the forefront of their mind.
2. Product knowledge.
Creating a single or multiplayer game provides a fantastic opportunity to teach and educate your customers about your products. Incorporating these into the games can be tricky without spoiling the fun –the idea is for the game to be somewhat about learning, but mostly about the users to continue playing. The ability to walk this very fine line is essential to creating an engaging social media game.
Receiving Facebook notifications to play a game is something every Facebook user has experienced. To some, it’s a welcome invitation; and for games that have done well historically, making the game viral is half the battle. Creating a means – or even a necessity – to involve others, and have the players spread your game (and hence, your company branding) is key. Games should offer bonuses or extra achievments as incentives for players to invite their friends to join. By having a game that hooks players and makes them engage new players, it substantially increases your corporate reach, which in turn boost branding and product knowledge.
Any avenue of contact with your customer, regardless of the business type, is an opportunity to sell, educate, or simply solidify a relationship with your customer base. Whether that connection happens to be on a social media game or the other end of a telephone is completely irrelevant; they’re all opportunities to establish your company as the lead service provider, best restaurant, or the premier seller of goods in your niche.
The purpose of creating a company-specific social media game isn’t exactly to accomplish ten million App store and Google Play downloads with one hundred million Facebook players. While that would be nice, most companies don’t have the resources in place to make that happen – that’s more a target for companies geared to create expansive, complex games. The purpose of creating a Facebook or social media game is to create something that’s fun, addictive, promotes your brand and product knowledge, incorporates new users (and is shared frequently!) and to provide a means for your customers to come in contact with your company. This is certainly no easy task – but because many companies have not yet caught on to this phenomena, there’s still plenty of room for more innovation.
What are some of the best company-specific, social media games you’ve played? What worked well and what didn’t? Comment below and let us know!