Brands in Social Virtual Worlds - Subtle Alchemy or Dangerous Chemistry?

BRANDS IN SOCIAL VIRTUAL WORLDS
SUBTLE ALCHEMY or
DANGEROUS CHEMISTRY?

Welcome

Online Social Networking and Business Collaboration World 2007
© Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS
www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au

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My Talk

Background to Social Virtual Worlds (SVWs)
SVWs and Me
What Actually Happens in there?
Brand Do’s and Don’t


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Something to Shout About

THE BIGGEST TRANSITION IN
MEDIA SINCE MEDIA BEGAN
Scheduled local >> Global On-Demand
Linear >> Compelling Social Cross-Media
Scarcity of creation & distribution >> Democratisation
Partly connected >> Immersed Social Networks


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You as real life, real time social network


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Abstracted social networks...?


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“Social virtual worlds are in reality the most natural
online way for humans to remotely interact and
share experience with like and unlike minded”
Gary Hayes - this morning


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Reality to Virtuality


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The Live Immersive Web
asynch to synch, abstract to experiential


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The Live Immersive Web


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Branded or inclusive SVWs growth

Habbo Hotel 8m Webkinz 3.8m Nicktropolis 5.5m
Club Penguin 4m
Mattel Barbie 2.75m (2mts)
Gaia online 1.5m
Cyworld (part 28m)
(World of Warcraft 8.5m
Runescape 5m)

there.com 0.8m SimsOnline Active World
Second Life 1m

Sony Home PS3 Kaneva HiPiHi Vastpark


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SVWs are VERY sticky

Stickiness of Social Virtual Worlds: simply more and more people
spending more and more time

MMORPG gamers spend on average 22 hours per week playing the
game, and spend on average 7.5 hours per week watching TV.

Second Life (creation around 30% of time) active monthly participants
around 900 000 are in-world between 42 to 58 hours per month.

Compare with (source MediaGuardian):
- Facebook’s 51 million users on for just 3 hours per month.
- 132 million Americans watching YouTube but they just watch 5 minutes
per day, or 2.5 hours per month.
- TV watching is irrelevant to generation c and already in the UK for all
generations, more time is spent online than in front of TV

“Second Life has the highest rates of loyalty and 'stickiness' of any
social network with active inhabitants (900k) 50 hours per month”

Gartner predict 80% of internet users in virtual worlds by 2011 and
media-meshing (social network & heritage media) is common-place for
gen y and c


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Real time immersed communities


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Me & SVWs


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Me & SVWs: BBC Inhabited TV

”Inhabited TV involves the public deployment of collaborative virtual environments (CVEs) so that
on-line audiences can participate in TV shows within shared virtual worlds.” BBC R&D 1996
The experiment ran in parallel to the
BBC television series The Net. After
each TV program, its viewers were
invited to become inhabitants in a
virtual world whose design mirrored
its theme and where they could
engage in various events such as
debates between performers (e.g.,
between the author Douglas Adams
and BT’s Peter Cochrane) and
playing with interactive objects (e.g.,
a bouncy castle). Over 2300 people
registered to become inhabitants of
The Mirror.


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Me & SVWs: The Project Factory


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Me & SVWs: The Project Factory
Tateru Nino - independent analyst


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Thursday’s Fictions, Race & Librarians


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Me & SVWs: LAMP Cross-Media projects


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Me & SVWs: LAMP 54 Cross-Media projects


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Me & SVWs: LAMP Virtual World projects

Alt Control 07 What if Shakespeare 07 Emergence 06

City Games 06 Inworld 06 Thursday’s Fictions 07


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What Actually Happens in SVWs?


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How are Brands in SL received?
66% believe that the presence of RL
brands has a positive impact on SL*

Average age of the SL participant is 33

45% of respondents want more brands*

Top brands between 30-40 thousand
unique visitors per quarter

31% are from the USA, 48% Europe and
21% rest of the world

Spending anything between 15 minutes
and 6 hours per visit to your brand!

The real reach is about extension into
web 2.0 - millions of impressions

Women constitute around 43% who
spend 60% of the time

Those over 60 years old spend 30%
more time in Second Life than 30s
All videos in this pres available at http://au.youtube.com/TheFormatFactory
* CB News/ Repères report Jun 07


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Activities in SWVs - SL


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Mattel Launches Barbie Girls
quot;the first global online virtual world exclusively for girls” nearly 3m subscribers in first 2 months.


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Activities in SWVs


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Inhabitants want to travel & roleplay


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More akin to outdoor advertising


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SVWs - TV’s friend or foe?


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TV & SVWs - 1st wave

MTV - Laguna Beach, Hills, PimpMyRide CBS - CSI:NY

Endemol - Virtual Big Brother

Others include:
BBC
Showtime L Word
NBC
ABC TV Australia


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TV & SVWs - 1st wave. Endemol


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TV & SVWs - 1st wave. NBCi


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Promise of Advertising in SVWs

NEW FORMS OF ADVERTISING - GAMES

quot;eMarketer projects
that $295 million of
the 2007 total will be
spent on in-game
advertising and that
spending on
advergaming (the
creation of games for
the purpose of
promoting a brand)
will reach $207m.

By 2011, advergaming will climb to $344 million in 2011, in-game advertising will reaching a total of $625
million that year.quot;


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Brand Do’s & Don’ts


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ARTICLE 01 - The Brand Owners Guide to Joining the Metaverse

1 Don’t Become Virtual Just Because You Can
2 Make Joining Simple, Accessible and Branded
3 Once In World - Hold Their Hand, With Your Brand
4 Design Multiple Levels of Navigation
5 Decide Early On Your USP
6 Make sure the Environment has Synergy with the Brand
7 Be Sensitive to The World - Playful, Deliver Expectation and Have Depth
8 Make the Experience as Personal as Possible
9 If You Are Going to Provide Content Give Enough Choice
10 Make Inworld Advertising as Integrated as Possible
11 Be There In Person, Communicate and Learn
12 Have as Much Content as Possible Inworld and Not on Weblinks
13 Give the Environment Identity Make Social Activity Easy
From my ‘sticky’ article at: www.personalizemedia.com or theprojectfactory.com


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ARTICLE 02 - Corporations in SVWs - Psychopaths or Welcome Friends
1 Understand the Culture by Spending Time There
2 Be A Part of the Conversation, Community and Co-Create
3 You Are What Your Environment IS
4 Corporate Avatars Need to have Character
5 Listen, Listen, Listen and Respond
6 Rich Kids Shouldn’t Copy
7 Be Consistent and Beware of Real World Journalism
8 Do What the Natives Want
9 Keep Reinventing Yourself and be Fresh
10 Share Your Assets and The Paradox of Risk Aversion
11 Don’t Always Try to Be the Centre of Attention
12 Story Environments
13 Help create a Trusted Community
14 Entertain
15 Don’t Listen to Too Much Advice

From my ‘sticky’ article at: www.personalizemedia.com or theprojectfactory.com


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Brand Do’s & Don’ts

MAIN TIP - USE FULL SERVICE DEVELOPMENT AGENCIES
TO BRING VALUE TO THE COMMUNITY
eg: The Project Factory, Millions of Us, Electric Sheep Company...
they are aware of the world and know what works and what doesn’t


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Give the Environment Identity Make Social Activity Easy
It’s not about cool/cold branded car showrooms, ofﬁce blocks or auditoriums


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Be A Part of the Conversation, Community and Co-Create
It’s not about artiﬁcial interactivity you ‘have’ to have one-to-one relationships


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Make Inworld Branding or Advertising as Integrated as Possible
It’s not about selling it is about co-creating, lifestyle marketing and personalising


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Allow chaos and community ownership to co-exist with the brand
Do not be a stuffy, closed, paranoid property - trust your community


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You Are What Your Environment IS
Allow the community to create their own stories


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Futures


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Futures

Virtual World Enters TV Virtual World Augments The Real World


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THANK YOU - QUESTIONS?
VARIOUS CONTACTS (not including SLURLs etc:)

SVW Company: www.theprojectfactory.com

Blogs- wikis
* Main Media WP Blog www.personalizemedia.com
* JustVirtual Virtual World POV Blog www.justvirtual.com
* Laboratory for Advanced Media Production blog www.lamp.edu.au
* GaryHayes.tv Participatory Interactive TV www.garyhayes.tv
* Multi User Virtual Environment Design www.muvedesign.com
* Cubrisound Music www.cubrisound.com
* Korkyt Photography www.korkyt.net
* LAMP Media Wiki www.lamp.edu.au/wiki/

Web 2.0/3.0 Social Networks
* YouTube The Icarus Channel http://www.youtube.com/hayesg01
* Flickr Pro Account Photos http://www.flickr.com/photos/garyhayes/
* LinkedIn http://www.linkedin.com/profile?viewProfile=&key=537854
* Facebook - Gary Hayes http://www.facebook.com/profile.php?id=517517305
* MySpace - Cubrisound http://www.myspace.com/cubrisound
* Second Life Home Sim SLURL, http://slurl.com/secondlife/Marni/32/214/22/
* Friends Reunited http://www.friendsreunited.co.uk/fr.asp?wci=profile
* Google Video Australian Film TV and Radio School http://video.google.com.au/videosearch?q=owner%3AAFTRS
* Google Video Gary Hazlitt http://video.google.com.au/videosearch?q=%22Gary+Hazlitt%22+site%3Avideo.google.com


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