Second Life Steve Mulder Business Boom, Bust, or Both?
Unique residents <ul><li>Number of registered users (excludes alternate accounts but includes individuals that have not lo...
Premium residents <ul><li>Number of paying accounts  </li></ul>1.4% of total registered users
Other population stats <ul><li>Avatars logged in during last 60 days: 1.5 million </li></ul><ul><li>Avatars logged in duri...
Top countries <ul><li>Country of origin for active avatars (logged in for over an hour during Sept 2007) </li></ul>
Age and gender <ul><li>Users with active avatars (logged in for over an hour during Sept 2007) </li></ul>
Money supply <ul><li>Total balance of Linden dollars owned by residents </li></ul>US $13+ million
Amount of virtual land <ul><li>Mainland + islands in km 2 </li></ul>
In-world entertainment activities
What’s Happening? What’s Working?
Gartner’s hype curve
Major brands in SL by category
PR and Brochureware
 
 
Umm… Why???
 
 
 
 
 
 
 
 
 
Umm… Why???
 
 
 
 
 
 
 
 
 
 
Umm… Why???
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Where are all the people?
If you build it, they will come … just isn’t true in Second Life
 
 
Events
 
 
 
 
 
 
Brand Immersion
 
 
 
 
 
 
Real-World Ecommerce
 
 
 
 
 
 
 
 
 
 
 
Customer Service
 
 
Recruiting
 
 
 
Education and Training
 
 
 
 
 
Training simulators
Collaboration
 
 
Real-World Product Development  and Prototyping
 
 
 
 
 
 
 
 
 
Perfect  Controlled  Useless Second Life  as  walled garden
Second Life  as garden center Portable Sharable Useful!
In-World Products and Services
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Distributed marketing
“ The most successful business people in Second  Life have taken a look at the commercial  landscape and determined where ...
ROI of Second Life?
The new market is  DIALOGUE ,  the new currency is  INTERACTION ,  and the exchange rate  is variable, based on  ENGAGEMEN...
Engagement = Attention + Interaction
 
Attitude toward real-life brands in SL <ul><li>49% are generally positive </li></ul>
Interactions   Longer visits Object interactions Repeat visits Referrals Free takeaways  Purchases
<ul><li>Non-profit organization for reliable info on virtual worlds: </li></ul><ul><ul><li>Size and engagement of user bas...
Next Steps
Immerse yourself
Establish goals and metrics  before going in-world
Be useful
Treat it like the new Web,  not like a game
Commit to the journey
Other Virtual Worlds
Virtual worlds’ growth forecasts <ul><li>www.kzero.co.uk/blog/?page_id=1312 </li></ul>
<ul><li>80% of active Internet users  will have a &quot;Second Life&quot;  in the virtual world by the end of 2011  </li><...
Thank You Steve Mulder smulder@ molecular.com
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Second Life

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It's 3D, it's buzzworthy, and it could be the next-generation Internet. But is it good for business? How are organizations using virtual worlds like Second Life for marketing, product development, ecommerce, customer service, and more? Hop aboard this entertaining tour of Second Life as we demystify what's actually happening in the metaverse. We'll uncover what's working and not working for businesses that are experimenting in the Internet's latest Wild West. Presentation by Steve Mulder.

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  • Second Life

    1. 1. Second Life Steve Mulder Business Boom, Bust, or Both?
    2. 2. Unique residents <ul><li>Number of registered users (excludes alternate accounts but includes individuals that have not logged in) </li></ul>
    3. 3. Premium residents <ul><li>Number of paying accounts </li></ul>1.4% of total registered users
    4. 4. Other population stats <ul><li>Avatars logged in during last 60 days: 1.5 million </li></ul><ul><li>Avatars logged in during last 30 days: 1 million </li></ul><ul><li>Avatars logged in during last 14 days: 630,000 </li></ul><ul><li>Avatars logged in during last 60 days: 450,000 </li></ul><ul><li>Avatars typically online concurrently: 40,000 </li></ul>
    5. 5. Top countries <ul><li>Country of origin for active avatars (logged in for over an hour during Sept 2007) </li></ul>
    6. 6. Age and gender <ul><li>Users with active avatars (logged in for over an hour during Sept 2007) </li></ul>
    7. 7. Money supply <ul><li>Total balance of Linden dollars owned by residents </li></ul>US $13+ million
    8. 8. Amount of virtual land <ul><li>Mainland + islands in km 2 </li></ul>
    9. 9. In-world entertainment activities
    10. 10. What’s Happening? What’s Working?
    11. 11. Gartner’s hype curve
    12. 12. Major brands in SL by category
    13. 13. PR and Brochureware
    14. 16. Umm… Why???
    15. 26. Umm… Why???
    16. 37. Umm… Why???
    17. 57. Where are all the people?
    18. 58. If you build it, they will come … just isn’t true in Second Life
    19. 61. Events
    20. 68. Brand Immersion
    21. 75. Real-World Ecommerce
    22. 87. Customer Service
    23. 90. Recruiting
    24. 94. Education and Training
    25. 100. Training simulators
    26. 101. Collaboration
    27. 104. Real-World Product Development and Prototyping
    28. 114. Perfect Controlled Useless Second Life as walled garden
    29. 115. Second Life as garden center Portable Sharable Useful!
    30. 116. In-World Products and Services
    31. 137. Distributed marketing
    32. 138. “ The most successful business people in Second Life have taken a look at the commercial landscape and determined where needs exist. If you are not authentic and do not offer anything to the community, you are likely to be ignored.” Catherine Smith Director of Marketing Linden Labs
    33. 139. ROI of Second Life?
    34. 140. The new market is DIALOGUE , the new currency is INTERACTION , and the exchange rate is variable, based on ENGAGEMENT Grace McDunnough
    35. 141. Engagement = Attention + Interaction
    36. 143. Attitude toward real-life brands in SL <ul><li>49% are generally positive </li></ul>
    37. 144. Interactions Longer visits Object interactions Repeat visits Referrals Free takeaways Purchases
    38. 145. <ul><li>Non-profit organization for reliable info on virtual worlds: </li></ul><ul><ul><li>Size and engagement of user base </li></ul></ul><ul><ul><li>Vibrancy of economy </li></ul></ul><ul><ul><li>Key aspects of technology </li></ul></ul><ul><li>mmi.wikidot.com </li></ul>
    39. 146. Next Steps
    40. 147. Immerse yourself
    41. 148. Establish goals and metrics before going in-world
    42. 149. Be useful
    43. 150. Treat it like the new Web, not like a game
    44. 151. Commit to the journey
    45. 152. Other Virtual Worlds
    46. 153. Virtual worlds’ growth forecasts <ul><li>www.kzero.co.uk/blog/?page_id=1312 </li></ul>
    47. 154. <ul><li>80% of active Internet users will have a &quot;Second Life&quot; in the virtual world by the end of 2011 </li></ul><ul><li>Gartner </li></ul>
    48. 155. Thank You Steve Mulder smulder@ molecular.com
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