Learn from FarmVille’s International Social Media Success

California-based game developer, Zynga, knows that sometimes the simplest concept can be the most effective. Of the 400 million Facebook users, an estimated 75 million of those play social media games developed by Zynga monthly, with FarmVille’s being the most popular.  With an estimated worth of $3 billion amassed since 2007 and an annual projected growth of 35%, Zynga is rumored to be positioned to go public.

Zynga founder, Mark Pincus, created FarmVille to be an uncomplicated game that people can relate to regardless of their culture. In an interview this week with CNN Pincus states that a “farm is something that is internationally understood and known. It’s cross-cultural, cross-gender, cross-age. A great social game should be like a great cocktail party. If you want it to appeal to absolutely everyone you invite, it has to be broad in its content so that everyone gets it.”  The farm concept is so simple, yet genius at the same time.

FarmVille’s success should be no surprise to Steve Ennen and Eric Bradlow of the University of Pennsylvania’s Wharton School and keynote speakers at the 2010 Online Marketing Summit.  Their theory is that if a person participates in a particular activity, then their peers are certain to follow.  That doesn’t seem to be a ground-breaking discovery, but it does validate what many proponents of social network marketing are saying. The key for businesses is to adapt quickly to the ever-changing world of social media and its users in order to harvest the benefits. In other words, even if a particular social media tool doesn’t last forever, take advantage of it while it’s popular.

So, what can you learn from FarmVille’s success? Start by taking a cue from Zynga.  Find a concept that most of your ideal clients can relate to, and then adapt and integrate it into the marketing of your services. Just as people in all cultures can relate to farms, do your prospective clients share a particular need or interest? Think about creating an interactive, online tool to engage your clients and address those common concerns and interests–something like an interactive blog, resource center which welcomes contributions from clients and colleagues, or even (in the spirit of FarmVille) a game  (why not?).

Or, participate alongside your clients in an existing social media tool. For example, let’s say that you’re an immigration lawyer, financial planner or international tax accountant who wants more Venezuelan clients based in the U.S.  There are dozens and dozens of LinkedIn groups for professional Venezuelans–even one so specific that it’s geared for Venezuelans professionals living in Houston, Texas.  Participating in social media groups WITH your ideal clients is a great way to start a dialog. After all, if you want to expand your business, you’ve got to spend time (virtually or in person) with your potential clients.