Second Life

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

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 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

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

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Second Life

by Molecular Inc on May 09, 2008

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Second Life — Presentation Transcript