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, ...

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 Second Life Presentation Transcript

  • Second Life Steve Mulder Business Boom, Bust, or Both?
  • Unique residents
    • Number of registered users (excludes alternate accounts but includes individuals that have not logged in)
  • Premium residents
    • Number of paying accounts
    1.4% of total registered users
  • Other population stats
    • Avatars logged in during last 60 days: 1.5 million
    • Avatars logged in during last 30 days: 1 million
    • Avatars logged in during last 14 days: 630,000
    • Avatars logged in during last 60 days: 450,000
    • Avatars typically online concurrently: 40,000
  • Top countries
    • Country of origin for active avatars (logged in for over an hour during Sept 2007)
  • Age and gender
    • Users with active avatars (logged in for over an hour during Sept 2007)
  • Money supply
    • Total balance of Linden dollars owned by residents
    US $13+ million
  • Amount of virtual land
    • Mainland + islands in km 2
  • In-world entertainment activities
  • What’s Happening? What’s Working?
  • Gartner’s hype curve
  • Major brands in SL by category
  • PR and Brochureware
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  • Umm… Why???
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  • Umm… Why???
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  • Umm… Why???
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  • Where are all the people?
  • If you build it, they will come … just isn’t true in Second Life
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  • Events
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  • Brand Immersion
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  • Real-World Ecommerce
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  • Customer Service
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  • Recruiting
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  • Education and Training
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  • Training simulators
  • Collaboration
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  • Real-World Product Development and Prototyping
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  • Perfect Controlled Useless Second Life as walled garden
  • Second Life as garden center Portable Sharable Useful!
  • In-World Products and Services
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  • Distributed marketing
  • “ 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
  • ROI of Second Life?
  • The new market is DIALOGUE , the new currency is INTERACTION , and the exchange rate is variable, based on ENGAGEMENT Grace McDunnough
  • Engagement = Attention + Interaction
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  • Attitude toward real-life brands in SL
    • 49% are generally positive
  • Interactions Longer visits Object interactions Repeat visits Referrals Free takeaways Purchases
    • Non-profit organization for reliable info on virtual worlds:
      • Size and engagement of user base
      • Vibrancy of economy
      • Key aspects of technology
    • mmi.wikidot.com
  • 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
    • www.kzero.co.uk/blog/?page_id=1312
    • 80% of active Internet users will have a "Second Life" in the virtual world by the end of 2011
    • Gartner
  • Thank You Steve Mulder smulder@ molecular.com