sebastian küpers did the collest presentation I saw here up to now om marketing in Virtual worlds:
my notes:
marketinginvirtul worlds
Sebastian Kuepers, The Otherland Group.
mtv runs seven virtualworld connected to their shows
CSI new york: theme viever for sl
imvu: samegroth rate as sl.
Kaneva
stardoll: girls world, as big as sl.
barbie girls VW
3 dozen VW
80 million active users
it stillgrows
10% each month over all VW
Kids worlds and browser access worlds grow faster.
So: it is not just second life. (og)
"i will talk..." "I will meet..." and you mwan: on the ent, in a virtual world.
2D stes will have TD extesions. And we need seamless access via the browser. See: ajaxlife.net: web interfaces for SL.
Pelican Crossing: inDuality. SL-Browser In-Browser.
If access is easier the barriers will be lower. Access will be driven by context (what you wanna do).
TH/Month on facebook
20-40 hours on secondlife
less usage on other media channels.
OG:"We haff means to make you 3D"
What do the residents do?
- self expression with the Avatar
-they communicate with others
- it is web 2.0 in real time
- everything is create by the users
- they do things together and share a social experience
- this is easier in the 2d web.
What should you do there?
- don't make the web-miostales
- what can you do in 3d that I could not do do before? (referringto the main activities of avatars!!!)
1 have a residence
2 communicate in realtimeand F2F
3 give themsomethingto do (together)
4 provide a shared experience woith your brand
cases
- in world advertising - it works
-- ctr 5 to 12 percent
-- watch WHA you advertise (advertise inworld activities)
- what to do
-- motoratilife (pontiac):
--- car culture in a VW
--- user generated projects
--- giving users opportunity to build
--- events
-- the l-word
--- main island, give reisdents thechance to build andlive around the branded island, speed dating etc.
How to market and advertise:
- be pat of thecommincation
- give them stuff to DO!
- provide a socialexperience
and:
everything is measuarable in some VWs ,so you canuse analyrtics to optimize and targeting,you can scan behaviour uniquely and interests
case: nugg.ad
measure time people spend in interest areas and what they talk about. Target like in 'minority report'.
Summary
- market is growing
- relevant for business
- similar as web 2.0strategy...but realtime
- collect data and enrich existing systems.
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