April 17 2009 ama presentation

virtual is now real
prof. 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 worlds

other metaverses
Neil Stephenson (1992)

Active Worlds (1997)

Second Life (2003)

Google Lively (RIP 2009)

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


second life

sl trends


barbie girls

eve online

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


virtual consumers
Brand 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 vw
shared real-time experience

redeﬁning “brand experience”

prototyping

customer research

training

recruiting

collaborating

e.g., 3DTLC conference next week


private virtual worlds
case study: qwaq

program management

virtual operations center

facilitated meetings

corporate training

virtual ofﬁce


cisco

user group meetings
customer education
demonstrations (hospital video)
training
customer feedback
conferences
sl 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


Events
IBM

“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


BDO

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


when 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


what 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


how do vw world campaigns
integrate with real world
ones?

reinforcement

L’Oreal placement in world

mixed reality

e.g. terminator: sarah
connor chronicles.


the 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 tips
don’t think island

real person greetings

security

for event

work around ﬁrewall issues

authenticity

add value


pretty good tips
have 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 tips
what 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 forget
virtual worlds are icing that needs to rest on
cake.
•customer satisfaction
•customer retention
•experience marketing
•personalization
•segmentation
•loyalty
•ROI
the basics still rule.


April 17 2009 ama presentation

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a April 17 2009 ama presentation

Semelhante a April 17 2009 ama presentation (20)

April 17 2009 ama presentation