Mais conteúdo relacionado Towards Marketing 3.0 : 7 rules for a better use of Second Life in WebMarketing strategies1. 1 Hélène Zuili©, makemyworlds.com™
Towards Marketing 3.0 : 7 rules for a better use
of Second Life in WebMarketing strategies
SLCC 2008 - Helene Zuili / Clara Young - makemyworlds.com™
dimanche 16 août 2009
2. 2 Hélène Zuili©, makemyworlds.com™
“Land Baroness” Multimedia project manager
Content Maker I.T. coach & trainer for executive
Feel@Home & La Palmeraie Webmarketing consultant
She & Me
dimanche 16 août 2009
3. 3 Hélène Zuili©, makemyworlds.com™
Hélène Zuili©
The Swiss Stem Cell Bank
dimanche 16 août 2009
4. 4 Hélène Zuili©, makemyworlds.com™
Hélène Zuili©
FRONTRANGE for the CEBIT
dimanche 16 août 2009
5. 5 Hélène Zuili©, makemyworlds.com™
Hélène Zuili©
Hélène Zuili©
FRONTRANGE for the CEBIT
dimanche 16 août 2009
6. 6 Hélène Zuili©, makemyworlds.com™
Hélène Zuili©
Hélène Zuili©
FRONTRANGE for the CEBIT
dimanche 16 août 2009
7. 7 Hélène Zuili©, makemyworlds.com™
Road Map
Make SL a part of your webmarketing strategy
Dont look to simply transpose your real life marketing insight into SL, it won’t
work !
Make your brand SL-conversationnal
Associate the community & be a part of it
Train your RL clients
Be time–consistent
Use SL marketing tools & plan the link between RL and SL
dimanche 16 août 2009
8. 8 Hélène Zuili©, makemyworlds.com™
1 - Make S.L. a part of your webmarketing strategy
Website
SEO/SEM
+
Online Advertising
Email marketing
Blog marketing
Social networking
Widget marketing
Affiliation....etc...
dimanche 16 août 2009
9. 9 Hélène Zuili©, makemyworlds.com™
1 - Make S.L. a part of your webmarketing strategy T
S
B/B Problematic :
* Allow FrontRange show team to get familiar with the booth before the show
* Offer a plus to FrontRange clients and prospects that could not attend the
CEBIT show in RL
WHAT
B/C Problematic :
* Educate on the embryotic stem cell collect process & conservation
* Push people to ask more info thru the other channels
* Associate the “brand” to a “new” technology
dimanche 16 août 2009
10. 10 Hélène Zuili©, makemyworlds.com™
1 - Make S.L. a part of your webmarketing strategy T
S
Target : IT decision makers clients & prospects of the brand
Challenge : To get them to download the
SL viewer if they dont have it
To get them to learn the basics of SL so they are in situation to interact
WHO
Target : Potential mothers & fathers & prescriptors
Challenge : To stay closer as possible from the reality
To make them feel like getting more info thru the other channels : website,
call center,
make them understand the whole process of the embryotic stem cell
conservation
dimanche 16 août 2009
11. 11 Hélène Zuili©, makemyworlds.com™
1 - Make S.L. a part of your webmarketing strategy
*They could come before, during and after the show
* They could meet & interact with sales team
* They could get access to the different websites & docs
HOW
*They could have access to all the informations & interact with it
* They could figure a visual idea of the collect & conservation process of
stem cells
* They could get in contact with the website
dimanche 16 août 2009
12. 12 Hélène Zuili©, makemyworlds.com™
1 - Make S.L. a part of your webmarketing strategy
Marketing Goals : Attract on the SL site
Trafic on a website Relays thru click
Corporate brand purposes Visibility & integration
Public Relations & Medias Groups building
Outwold RL/SL Product promotion Group Buzz
RL /SL Event Sponsoring
Tests
Synthese
Faire connaitre = Popularize
Faire toucher = Accessible
Faire apprendre = Initiate
Faire sentir = Make it as real as possible
dimanche 16 août 2009
13. 13 Hélène Zuili©, makemyworlds.com™
1 - Make S.L. a part of your webmarketing strategy
Sim “site”
When S.L. needs a
real marketing strategy Search
Advertising
Emailing
Promotion
Buzz, Blogs
Freebies/Goodies
Partnerships/Sponsoring/
Affiliation
dimanche 16 août 2009
14. 14 Hélène Zuili©, makemyworlds.com™
Hélène Zuili©
2 - Dont look to simply transpose your real
life marketing insight into SL, it won’t work !
dimanche 16 août 2009
15. 15 Hélène Zuili©, makemyworlds.com™
2 - Dont look to simply transpose your real
life marketing insight into SL, it won’t work !
Dont think
people
are crazy !
Hélène Zuili©
dimanche 16 août 2009
16. 16 Hélène Zuili©, makemyworlds.com™
Dont think
people
have no
money !
2 - Dont look to simply transpose your real
life marketing insight into SL, it won’t work !
dimanche 16 août 2009
17. 17 Hélène Zuili©, makemyworlds.com™
2 - Dont look to simply transpose your real
life marketing insight into SL, it won’t work !
Ages in SL
18/24
25/34
34 & above
Dont think
people are
teens !
dimanche 16 août 2009
18. 18 Hélène Zuili©, makemyworlds.com™
2 - Dont look to simply transpose your real
life marketing insight into SL, it won’t work !
Geographic Origins SL
Early adopters
+/- 15 000 000
Belgium +/- 10 500 000
Average online
Danmark +/- 5 500 000 US
60 000
Europe
Netherlands +/- 16 000 000
Japon
Canada
Last 30 days South America
Australia
+/- 900 000 Autres
Genders in SL
Dont think it’s
only a small Men
Women
market !
dimanche 16 août 2009
19. 19 Hélène Zuili©, makemyworlds.com™
2 - Dont look to simply transpose your real
life marketing insight into SL, it won’t work !
Accept
the
potential
fantasy of
the place
& use it !
dimanche 16 août 2009
20. 20 Hélène Zuili©, makemyworlds.com™
Hélène Zuili©
S.S.C.B.
dimanche 16 août 2009
21. 21 Hélène Zuili©, makemyworlds.com™
Hélène Zuili©
3 - Make your brand SL-conversational
dimanche 16 août 2009
22. 22 Hélène Zuili©, makemyworlds.com™
3 - Make your brand SL-conversational
USE BLOGS
dimanche 16 août 2009
23. 23 Hélène Zuili©, makemyworlds.com™
3 - Make your brand SL-conversational
USE SOCIAL
NETWORKS
dimanche 16 août 2009
24. 24 Hélène Zuili©, makemyworlds.com™
3 - Make your brand SL-conversational
USE FORUMS
dimanche 16 août 2009
25. 25 Hélène Zuili©, makemyworlds.com™
Hélène Zuili©
4 - Associate the community & be a part of it
dimanche 16 août 2009
26. 26 Hélène Zuili©, makemyworlds.com™
4 - Associate the community & be a part of it
SPONSOR
AUDIO
EVENTS
Hélène Zuili©
dimanche 16 août 2009
27. 27 Hélène Zuili©, makemyworlds.com™
4 - Associate the community & be a part of it
SPONSOR
PRIVATE
EVENTS
Hélène Zuili©
dimanche 16 août 2009
28. 28 Hélène Zuili©, makemyworlds.com™
MANAGE&
ENTERTAIN
A GROUP
Hélène Zuili©
4 - Associate the community & be a part of it
dimanche 16 août 2009
29. 29 Hélène Zuili©, makemyworlds.com™
USE CULTURAL EVENTS
4 - Associate the community & be a part of it
dimanche 16 août 2009
30. 30 Hélène Zuili©, makemyworlds.com™
5 - Train your RL clients
dimanche 16 août 2009
31. 31 Hélène Zuili©, makemyworlds.com™
5 - Train your RL clients
Be sure that they have a realistic vision
of Second Life
Be sure that they dont expect more
than Second Life can offer
Take the time to make them familiar
with the basic environment and
gestures (walking, chat, IM, zoom etc...)
Make Second Life as easier as possible
for them
Hélène Zuili©
dimanche 16 août 2009
32. 32 Hélène Zuili©, makemyworlds.com™
NO PARCEL
6 - Be time–consistent
dimanche 16 août 2009
33. 33 Hélène Zuili©, makemyworlds.com™
6 - Be time–consistent
"Despite a multitude of challenges,
virtual worlds present a unique
marketing opportunity to target a
highly sought demographic, and virtual
worlds should be part of a company's
marketing portfolio," according to
Harvey Cohen, President of Strategy
Analytics.
"Numerous activities and forces are at
work to help validate virtual worlds'
value proposition and to overcome the
many barriers to mass participation,"
notes Barry Gilbert, Vice President and
Research Director.
dimanche 16 août 2009
34. 34 Hélène Zuili©, makemyworlds.com™
6 - Be time–consistent
Your clients are also early adopters
Their efforts will change according to
the growth of the virtual worlds and
their communities
They have the chance to start in good
conditions (“V.W. 2.0) & with an ability
to better anticipate the changes to
come.
dimanche 16 août 2009
35. 35
Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
Sim or parcel “site”, Brand
Search
Advertising inworld
Emailing
Promotion/Goodies/Freebies
Buzz, Blogs
Partnerships/Sponsoring/ Affiliation
Tests & Metrics
dimanche 16 août 2009
36. 36 Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
SITE
WELCOME ZONE
SIGNALETIC & SETTING
DOUBLE VISIBILITY
COMMUNITY SPACES
THINK C.R.M
dimanche 16 août 2009
37. 37 Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
SEARCH
DEFINE A STRATEGIC POSITIONNING
THINK KEYWORDS
DONT FORGET OBJECT SEARCH
THINK OTHER LANGUAGES
DIVIDE PARCEL IF YOU HAVE
DIFFERENT FAMILY OF ITEMS
DONT DECEIVED YOUR VISITORS
dimanche 16 août 2009
38. 38 Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
ADVERTISING
SL CLASSIFIED
ADVERTISING INWORLD
ADVERTISING OUTWORLD
ACTIVE ADVERTISING
METRICS
THINK GLOBAL
dimanche 16 août 2009
39. 39 Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
EMAILING
CHOOSE AN OPT’IN POLICY
DO NOT ABUSE FREQUENCY
MAKE IT DIFFERENT
THINK OTHER LANGUAGES
EMAIL/NEWSLETTER
dimanche 16 août 2009
40. 40 Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
PROMOTION
PICKS VS TRAFFIC
GIFT CERTIFICATES
THEMATIC GROUPS
FLYERS & MAGAZINES
BRANDED FREEBIES
ALWAYS REMEMBER WHEN YOU
WERE A NEWBEE....
dimanche 16 août 2009
41. 41 Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
BUZZ & VIRAL
CREATE YOUR OWN EVENTS
YOUR CLIENTS ARE YOUR BEST
SALES PEOPLE
THEY CAN ALSO BE THE WORST
DONT FORGET SL IS MADE OF SMALL
& BIG COMMUNITIES
dimanche 16 août 2009
42. 42 Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
BUSINESS PARTNERSHIP/SPONSORING/
AFFILIATION
GET CLOSE TO PEOPLE WHO OFFER
COMPLEMENT ACTIVITY
ASSOCIATE YOUR BRAND TO EVENTS
THAT CAN CARRY NATURALLY YOUR
MESSAGE
SPONSOR COMMUNITY EVENTS
CREATE AN AFFILIATE PROGRAM
dimanche 16 août 2009
43. 43 Hélène Zuili©, makemyworlds.com™
7 - Use SL marketing tools & plan the
link between RL and SL
TESTS & METRICS
EVALUATE & TEST !
PREFER TOOLS THAT GIVES YOU
METRICS
CLIENTS FEEDBACK
ANALYTIC TOOLS
dimanche 16 août 2009
44. 44 Hélène Zuili©, makemyworlds.com™ ©
POSITION
BRAND
COMMUNICATE
TEST
EVALUATE
CONCLUSION
email : clarayoung.sl@gmail.com
http://www.makemyworlds.com
http://www.biznetformations.com
dimanche 16 août 2009