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Towards Marketing 3.0 : 7 rules for a better use of Second Life in WebMarketing strategies
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When you want to market your brand, your product, your company in the Second Life community, join the community first ! ...

When you want to market your brand, your product, your company in the Second Life community, join the community first !
This conference was given by Helene Zuili - Clara Young for the Second Life Community Convention in 2008 -business track.

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Towards Marketing 3.0 : 7 rules for a better use of Second Life in WebMarketing strategies Presentation Transcript

  • 1. 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