I know, I keep bringing up quests but... I'm just that directionless in real life too!
How about one overarching game-day quest--say something such as pet 200 pigs. Don't reward for the quest but constantly change the reward and base it on how many people complete the quest. For example if only 100 gltich's complete the quest, give them only 46 favor. But if 10000 people complete the quest, double it. And promise if some insanely large number of people complete the quest you will do something very odd such as:
- double coin amounts for the next day
- fill Jethimadh Tower with chickens for the next day
- give everyone in the game a bushel of wheat
The quests could be sent by mail every new day or posted in each public building or community room for people to find.