virtual is now realprof. glenn platt :: aims :: mkt :: miami university
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roadmap
virtual world and metaverse review
b2c practice
b2b practice
pretty good practices
tips
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virtual worldsFriday, April 17, 2009
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other metaversesNeil Stephenson (1992)
Active Worlds (1997)
Second Life (2003)
Google Lively (RIP 2009)
Habbo, Lego, Gaia, WoW, Neopets, and many many more
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Friday, April 17, 2009
second lifeFriday, April 17, 2009
sl trends
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habboFriday, April 17, 2009
barbie girlsFriday, April 17, 2009
eve onlineFriday, April 17, 2009
what do they look like?http://socialnets.wikispaces.com/Metaverses
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b2c
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virtual consumersBrand Building
Wells Fargo - Stagecoach Island
Integrated Campaigns
Build Community
L-Word Island
Make Games
Gossip Girl
Retail
Virtual Products/Services
NOT a media buy. think participation.
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vw revenue
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advertising projections
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business potential in vwshared real-time experience
redefining “brand experience”
prototyping
customer research
training
recruiting
collaborating
e.g., 3DTLC conference next week
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private virtual worldscase study: qwaq
program management
virtual operations center
facilitated meetings
corporate training
virtual office
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b2b
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cisco
user group meetingscustomer educationdemonstrations (hospital video)trainingcustomer feedbackconferencessl corporate business council
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cisco
“The real value of Second Life for Cisco is the opportunity for spontaneous customer interaction. It’s like a birds-of-a-feather session that goes on ’round the clock. I bump into customers and partners multiple times a day in Second Life. In 11 years at Cisco, walking through the parking lot in San Jose, I never get people come up to me and say, ‘I’m a Cisco customer, have a second?’”
Christian Renaud, chief architect of networked virtual environments for Cisco
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IBM Green Data Center
Video
Slurl
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EventsIBM
“The meeting in Second Life was everything that you could do at a traditional conference—and more—at one fifth the cost and without a single case of jet lag.”
- Joanne Martin, President, IBM Academy of Technology
ROI $320,000
Recent CNBC Story
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BDO
accounting
http://www.youtube.com/watch?v=5-dBo0U3xp0
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pretty good practiceswhen are virtual worlds appropriate?
virtual meetings and exhibitions
demonstration. particularly when it is not possible in real life
extended interactions where physicality matters
participatory strategy
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pretty good practiceswhat are the costs associated with vw practices?
fully interactive event may cost $10K and maintaining a full and active island may be 10X that
low interactive events or items may cost in the hundreds
principles and skills for construction are not web
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pretty good practiceshow do vw world campaigns integrate with real world ones?
reinforcement
L’Oreal placement in world
mixed reality
e.g. terminator: sarah connor chronicles.
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pretty good practicesthe elusive ROI (in declining order)
meetings
exhibitions
research
branding
experiential marketing
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getting up to speed News
virtual worlds news
b2b marketing online
Partner
millionsofus
world2worlds
kzero
pa consulting
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pretty good tipsdon’t think island
real person greetings
security
for event
work around firewall issues
authenticity
add value
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pretty good tipshave a variety of interactive items - ideally all of them. think as fantasy - not as simulation.
think experience design, not web design - build community
events. events.
contests. sl content freebies. (colgate smile)
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pretty good tipswhat do customers want to do
leverage existing in-world brands
it’s not all about second life and it may not be all about virtual worlds - at least not now
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but don’t forgetvirtual worlds are icing that needs to rest on cake.
•customer satisfaction
•customer retention
•experience marketing
•personalization
•segmentation
•loyalty
•ROI
the basics still rule.
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