Introduction to Virtual Communities Communications and Fundraising In Second Life Moderated by Erika Bjune (aka Sage Truss) Vice President of Information Technology Tides Network With Panelists: Susan Tenby (aka Glitteractica Cookie) Sr. Manager, Online Community Development TechSoup Global Keith Morris (aka Jade Lily) American Cancer Society Volunteer Founder, Second Life Relay for Life Presented at the 2008 TAG Conference November 19, 2008 Miami, FL

What is Second Life? Attributes of a Virtual World Opened to the public by Linden Lab in 2003 Immersive 3D Environment NOT a game Avatars: Digital Representations of Self User Created World Real-time communication between avatars Micro economy/Currency Exchange

Opened to the public by Linden Lab in 2003

Immersive 3D Environment

NOT a game

Avatars: Digital Representations of Self

User Created World

Real-time communication between avatars

Micro economy/Currency Exchange

What Do People Do in Second Life? Art, Entertainment, and Emerging Business Uses Play at being someone else Connect with other people Create and sell virtual goods Build interactive art and educational pieces Attend live music, presentation, and discussion events Hold meetings in remote virtual offices Connect visitors with web-based content Marketing and outreach Fundraising

Play at being someone else

Connect with other people

Create and sell virtual goods

Build interactive art and educational pieces

Attend live music, presentation, and discussion events

Hold meetings in remote virtual offices

Connect visitors with web-based content

Marketing and outreach

Fundraising

Second Life Metrics Who’s Using Second Life? As of November 17 th , 2008: 15,992,386 Total Residents 1,349,551 residents logged in the last 60 days 61,467 unique residents with “Positive Monthly Linden Dollar Flow” Usage by Age: Usage by Gender: 0.51% Unknown 20.37% 45 plus 28.28% 35-44 34.77% 25-34 15.53% 18-24 0.53% 13-17 (Teen Grid) 40.43% Female 59.57% Male

As of November 17 th , 2008:

15,992,386 Total Residents

1,349,551 residents logged in the last 60 days

61,467 unique residents with “Positive Monthly Linden Dollar Flow”

Usage by Age:

Usage by Gender:

Second Life Metrics Who’s Using Second Life? Usage by Country (based on total hours to date) Notice that within the top six countries, usage spans four continents! 7.41% 2,565,135.87 Others 0.47% 161,590.82 Mexico 0.47% 162,338.82 Austria 0.49% 168,336.67 Sweden 0.53% 182,383.53 Denmark 0.53% 183,159.15 Argentina 0.65% 224,577.07 Poland 0.75% 258,725.32 Switzerland 0.85% 294,680.68 Portugal 0.87% 302,122.95 Belgium 2.01% 694,580.20 Australia 2.74% 950,782.55 Spain 3.39% 1,175,888.45 Italy 3.58% 1,239,647.48 Netherlands 3.60% 1,245,798.50 Canada 3.69% 1,276,916.50 Brazil 4.95% 1,715,615.13 France 6.09% 2,109,781.27 Japan 6.82% 2,362,937.37 United Kingdom 9.99% 3,461,378.03 Germany 40.13% 13,901,429.03 United States

Usage by Country (based on total hours to date)

Second Life Metrics Show Me the Money Current LindeX exchange rate (as of close Nov. 17 th ): L$263/US$1 Total L$ Supply: L$5,324,965,584 Monthly Spending by Amount (Oct 2008): 0.2% 646 > 3,802.00 Over 1,000,000 L$ 0.2% 816 1901.01 - 3802.00 500,001 - 1,000,000 L$ 2.3% 9,661 400.01 - 1,901.00 100,001 - 500,000 L$ 3.3% 13,987 190.01 - 400.00 50,001 - 100,000 L$ 15.4% 64,684 38.01 - 190.00 10,001 - 50,000 L$ 8.9% 37,264 19.01 - 38.00 5,001 - 10,000 L$ 12.6% 52,866 8.01 - 19.00 2001 - 5,000 L$ 17.1% 71,561 2.01 - 8.00 501 - 2,000 L$ 40.0% 167,713 0.01 - 2.00 1 - 500 L$ Residents Approx. USD Transaction Size

Current LindeX exchange rate (as of close Nov. 17 th ): L$263/US$1

Total L$ Supply: L$5,324,965,584

Monthly Spending by Amount (Oct 2008):

Second Life Metrics Show Me the Money Resident Transactions by Amount (Oct 2008) 92.3% of transactions in October were about US$1.90 or less 0.0% 333 >= 500,000 L$ 0.0% 3,840 100,000 - 499,999 L$ 0.2% 39,012 20,000 - 99,999 L$ 0.8% 175,679 5,000 - 19,999 L$ 3.3% 740,487 1,000 - 4,999 L$ 3.4% 756,681 500 - 999 L$ 8.6% 1,925,873 200 - 499 L$ 17.3% 3,879,115 50 - 199 L$ 9.9% 2,212,378 20 - 49 L$ 24.1% 5,404,663 2 - 19 L$ 32.4% 7,258,639 1L$ Percent Volume Transaction Size

Second Life Metrics Show Me the Money Resident Earnings/PMLF (6-month average May-Oct 2008) 0.3% 207 > $5,000 USD 0.7% 396 $2,000 to $5,000 USD 1.0% 580 $1,000 to $2,000 USD 1.6% 979 $500 to $1,000 USD 3.7% 2,257 $200 to $500 USD 4.1% 2,461 $100 to $200 USD 6.2% 3,747 $50 to $100 USD 29.1% 17,620 $10 to $50 USD 53.3% 32,246 < $10 USD Percent Residents USD Equivalent PMLF

Case Study: Avatar Action Center Raising Awareness of Global Sustainability Issues Project started October 2006 Donation kiosk system for fundraising Stages and dance floor for events and presentations Interactive educational material Web site for group collaboration Weekly group meetings Partnerships with real-world organizations First SL-based project to gain nonprofit status (via fiscal sponsorship)

Project started October 2006

Donation kiosk system for fundraising

Stages and dance floor for events and presentations

Interactive educational material

Web site for group collaboration

Weekly group meetings

Partnerships with real-world organizations

First SL-based project to gain nonprofit status (via fiscal sponsorship)

Case Study: Avatar Action Center Earth Day in Second Life AAC’s flagship event is the annual Earth Day celebration 5 live performers, 5 educational presentations, dance party 225 visitors throughout the day, 24 new group members Total cost: ~$125US Donations: ~$25US

AAC’s flagship event is the annual Earth Day celebration

5 live performers, 5 educational presentations, dance party

225 visitors throughout the day, 24 new group members

Total cost: ~$125US

Donations: ~$25US

OneClimate Island Climate Change Education Started by OneWorld.net Interactive climate change educational materials Weekly sustainability roundtable discussion Facilitated groundbreaking Virtual Bali event during climate change talks connecting people to the event through SL

Started by OneWorld.net

Interactive climate change educational materials

Weekly sustainability roundtable discussion

Facilitated groundbreaking Virtual Bali event during climate change talks connecting people to the event through SL

Commonwealth Island Progressive Nonprofit Shared Spaces in SL Project of EnviroLink Network Virtual buildings for free use by approved organizations Common meeting and recreation spaces

Project of EnviroLink Network

Virtual buildings for free use by approved organizations

Common meeting and recreation spaces

Nonprofit Commons Building Grassroots Nonprofit Community in SL Launched by TechSoup in 2006 Free access to resources and space for nonprofits in SL Weekly meetings facilitated by volunteers Web-based group collaboration space Educational resource center for using SL

Launched by TechSoup in 2006

Free access to resources and space for nonprofits in SL

Weekly meetings facilitated by volunteers

Web-based group collaboration space

Educational resource center for using SL

Nonprofit Commons Building Grassroots Nonprofit Community in SL

American Cancer Society Raising Real Dollars Through Virtual Participation Virtual Relay for Life held for four consecutive years Raised $118,000 in 2007 from 1700 participants Track created by more than 75 volunteers

Virtual Relay for Life held for four consecutive years

Raised $118,000 in 2007 from 1700 participants

Track created by more than 75 volunteers

Checking it Out www.secondlife.com