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April 17 2009 ama presentation


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  • 1. virtual is now real prof. glenn platt :: aims :: mkt :: miami universityFriday, April 17, 2009
  • 2. roadmap virtual world and metaverse review b2c practice b2b practice pretty good practices tipsFriday, April 17, 2009
  • 3. virtual worldsFriday, April 17, 2009
  • 4. Friday, April 17, 2009
  • 5. other metaverses Neil Stephenson (1992) Active Worlds (1997) Second Life (2003) Google Lively (RIP 2009) Habbo, Lego, Gaia, WoW, Neopets, and many many moreFriday, April 17, 2009
  • 6. Friday, April 17, 2009
  • 7. second lifeFriday, April 17, 2009
  • 8. sl trendsFriday, April 17, 2009
  • 9. habboFriday, April 17, 2009
  • 10. barbie girlsFriday, April 17, 2009
  • 11. eve onlineFriday, April 17, 2009
  • 12. what do they look like?, April 17, 2009
  • 13. b2cFriday, April 17, 2009
  • 14. 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.Friday, April 17, 2009
  • 15. vw revenueFriday, April 17, 2009
  • 16. advertising projectionsFriday, April 17, 2009
  • 17. business potential in vw shared real-time experience redefining “brand experience” prototyping customer research training recruiting collaborating e.g., 3DTLC conference next weekFriday, April 17, 2009
  • 18. private virtual worlds case study: qwaq program management virtual operations center facilitated meetings corporate training virtual officeFriday, April 17, 2009
  • 19. b2bFriday, April 17, 2009
  • 20. cisco user group meetings customer education demonstrations (hospital video) training customer feedback conferences sl corporate business councilFriday, April 17, 2009
  • 21. 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 CiscoFriday, April 17, 2009
  • 22. IBM Green Data Center Video SlurlFriday, April 17, 2009
  • 23. 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 StoryFriday, April 17, 2009
  • 24. BDO accounting, April 17, 2009
  • 25. pretty good practices 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 strategyFriday, April 17, 2009
  • 26. pretty good practices 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 webFriday, April 17, 2009
  • 27. pretty good practices how do vw world campaigns integrate with real world ones? reinforcement L’Oreal placement in world mixed reality e.g. terminator: sarah connor chronicles.Friday, April 17, 2009
  • 28. pretty good practices the elusive ROI (in declining order) meetings exhibitions research branding experiential marketingFriday, April 17, 2009
  • 29. getting up to speed News virtual worlds news b2b marketing online Partner millionsofus world2worlds kzero pa consultingFriday, April 17, 2009
  • 30. pretty good tips don’t think island real person greetings security for event work around firewall issues authenticity add valueFriday, April 17, 2009
  • 31. 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)Friday, April 17, 2009
  • 32. 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 nowFriday, April 17, 2009
  • 33. 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.Friday, April 17, 2009