April 17 2009 ama presentation

virtual is now realprof. glenn platt :: aims :: mkt :: miami university

Friday, April 17, 2009

roadmap

virtual world and metaverse review

b2c practice

b2b practice

pretty good practices

tips


virtual worldsFriday, April 17, 2009


other metaversesNeil Stephenson (1992)

Active Worlds (1997)

Second Life (2003)

Google Lively (RIP 2009)

Habbo, Lego, Gaia, WoW, Neopets, and many many more



second lifeFriday, April 17, 2009

sl trends


habboFriday, April 17, 2009

barbie girlsFriday, April 17, 2009

eve onlineFriday, April 17, 2009

what do they look like?http://socialnets.wikispaces.com/Metaverses


http://socialnets.wikispaces.com/Metaverses

http://socialnets.wikispaces.com/Metaverses

b2c


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.


vw revenue


advertising projections


business potential in vwshared real-time experience

redefining “brand experience”

prototyping

customer research

training

recruiting

collaborating

e.g., 3DTLC conference next week


http://www.3dtlc.com/schedule/keynotes.html

http://www.3dtlc.com/schedule/keynotes.html

private virtual worldscase study: qwaq

program management

virtual operations center

facilitated meetings

corporate training

virtual office


b2b


cisco

user group meetingscustomer educationdemonstrations (hospital video)trainingcustomer feedbackconferencessl corporate business council


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


IBM Green Data Center

Video

Slurl


http://www-03.ibm.com/systems/greendc/resources/info/green20/virtualdc/popup_video.html

http://www-03.ibm.com/systems/greendc/resources/info/green20/virtualdc/popup_video.html

http://slurl.com/secondlife/IBM%2520Business%2520Center2/186/37/32/?title=IBM%2520Virtual%2520Green%2520Data%2520Center&msg=Visit%2520IBM%2520Virtual%2520Green%2520Data%2520Center

http://slurl.com/secondlife/IBM%2520Business%2520Center2/186/37/32/?title=IBM%2520Virtual%2520Green%2520Data%2520Center&msg=Visit%2520IBM%2520Virtual%2520Green%2520Data%2520Center

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


http://b2bpresence.com/blog/2009/04/07/2life/

http://b2bpresence.com/blog/2009/04/07/2life/

BDO

accounting

http://www.youtube.com/watch?v=5-dBo0U3xp0




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


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


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.


pretty good practicesthe elusive ROI (in declining order)

meetings

exhibitions

research

branding

experiential marketing


getting up to speed News

virtual worlds news

b2b marketing online

Partner

millionsofus

world2worlds

kzero

pa consulting


pretty good tipsdon’t think island

real person greetings

security

for event

work around firewall issues

authenticity

add value


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)


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


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.


Documents

April 17 2009 ama presentation