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Brands in Social Virtual Worlds - Subtle Alchemy or Dangerous Chemistry?

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A presentation at the Online Social Networking and Business Collaboration World 2007 (http://www.acevents.com.au/connect07/programme.html) …

A presentation at the Online Social Networking and Business Collaboration World 2007 (http://www.acevents.com.au/connect07/programme.html)
Sydney December 2007
• how to integrate your brand into social virtual worlds such as Second Life
• how to grow community and connect with inhabitants
• the future of the metaverse
Gary Hayes, Head of Virtual Worlds, Project Factory

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  • 1. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Welcome Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 2. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? My Talk Background to Social Virtual Worlds (SVWs) SVWs and Me What Actually Happens in there? Brand Do’s and Don’t Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 3. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Something to Shout About THE BIGGEST TRANSITION IN MEDIA SINCE MEDIA BEGAN Scheduled local >> Global On-Demand Linear >> Compelling Social Cross-Media Scarcity of creation & distribution >> Democratisation Partly connected >> Immersed Social Networks Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 4. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? You as real life, real time social network Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 5. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Abstracted social networks...? Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 6. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? “Social virtual worlds are in reality the most natural online way for humans to remotely interact and share experience with like and unlike minded” Gary Hayes - this morning Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 7. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Reality to Virtuality Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 8. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? The Live Immersive Web asynch to synch, abstract to experiential Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 9. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? The Live Immersive Web Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 10. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Branded or inclusive SVWs growth Habbo Hotel 8m Webkinz 3.8m Nicktropolis 5.5m Club Penguin 4m Mattel Barbie 2.75m (2mts) Gaia online 1.5m Cyworld (part 28m) (World of Warcraft 8.5m Runescape 5m) there.com 0.8m SimsOnline Active World Second Life 1m Sony Home PS3 Kaneva HiPiHi Vastpark Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 11. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? SVWs are VERY sticky Stickiness of Social Virtual Worlds: simply more and more people spending more and more time MMORPG gamers spend on average 22 hours per week playing the game, and spend on average 7.5 hours per week watching TV. Second Life (creation around 30% of time) active monthly participants around 900 000 are in-world between 42 to 58 hours per month. Compare with (source MediaGuardian): - Facebook’s 51 million users on for just 3 hours per month. - 132 million Americans watching YouTube but they just watch 5 minutes per day, or 2.5 hours per month. - TV watching is irrelevant to generation c and already in the UK for all generations, more time is spent online than in front of TV “Second Life has the highest rates of loyalty and 'stickiness' of any social network with active inhabitants (900k) 50 hours per month” Gartner predict 80% of internet users in virtual worlds by 2011 and media-meshing (social network & heritage media) is common-place for gen y and c Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 12. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Real time immersed communities Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 13. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Me & SVWs Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 14. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Me & SVWs: BBC Inhabited TV ”Inhabited TV involves the public deployment of collaborative virtual environments (CVEs) so that on-line audiences can participate in TV shows within shared virtual worlds.” BBC R&D 1996 The experiment ran in parallel to the BBC television series The Net. After each TV program, its viewers were invited to become inhabitants in a virtual world whose design mirrored its theme and where they could engage in various events such as debates between performers (e.g., between the author Douglas Adams and BT’s Peter Cochrane) and playing with interactive objects (e.g., a bouncy castle). Over 2300 people registered to become inhabitants of The Mirror. Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 15. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Me & SVWs: The Project Factory Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 16. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Me & SVWs: The Project Factory Tateru Nino - independent analyst Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 17. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Thursday’s Fictions, Race & Librarians Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 18. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Me & SVWs: LAMP Cross-Media projects Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 19. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Me & SVWs: LAMP 54 Cross-Media projects Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 20. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Me & SVWs: LAMP Virtual World projects Alt Control 07 What if Shakespeare 07 Emergence 06 City Games 06 Inworld 06 Thursday’s Fictions 07 Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 21. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? What Actually Happens in SVWs? Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 22. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? How are Brands in SL received? 66% believe that the presence of RL brands has a positive impact on SL* Average age of the SL participant is 33 45% of respondents want more brands* Top brands between 30-40 thousand unique visitors per quarter 31% are from the USA, 48% Europe and 21% rest of the world Spending anything between 15 minutes and 6 hours per visit to your brand! The real reach is about extension into web 2.0 - millions of impressions Women constitute around 43% who spend 60% of the time Those over 60 years old spend 30% more time in Second Life than 30s All videos in this pres available at http://au.youtube.com/TheFormatFactory * CB News/ Repères report Jun 07 Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 23. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Activities in SWVs - SL Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 24. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Mattel Launches Barbie Girls quot;the first global online virtual world exclusively for girls” nearly 3m subscribers in first 2 months. Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 25. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Activities in SWVs Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 26. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Inhabitants want to travel & roleplay Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 27. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? More akin to outdoor advertising Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 28. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? SVWs - TV’s friend or foe? Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 29. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? TV & SVWs - 1st wave MTV - Laguna Beach, Hills, PimpMyRide CBS - CSI:NY Endemol - Virtual Big Brother Others include: BBC Showtime L Word NBC ABC TV Australia Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 30. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? TV & SVWs - 1st wave. Endemol Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 31. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? TV & SVWs - 1st wave. NBCi Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 32. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Promise of Advertising in SVWs NEW FORMS OF ADVERTISING - GAMES quot;eMarketer projects that $295 million of the 2007 total will be spent on in-game advertising and that spending on advergaming (the creation of games for the purpose of promoting a brand) will reach $207m. By 2011, advergaming will climb to $344 million in 2011, in-game advertising will reaching a total of $625 million that year.quot; Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 33. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Brand Do’s & Don’ts Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 34. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? ARTICLE 01 - The Brand Owners Guide to Joining the Metaverse 1 Don’t Become Virtual Just Because You Can 2 Make Joining Simple, Accessible and Branded 3 Once In World - Hold Their Hand, With Your Brand 4 Design Multiple Levels of Navigation 5 Decide Early On Your USP 6 Make sure the Environment has Synergy with the Brand 7 Be Sensitive to The World - Playful, Deliver Expectation and Have Depth 8 Make the Experience as Personal as Possible 9 If You Are Going to Provide Content Give Enough Choice 10 Make Inworld Advertising as Integrated as Possible 11 Be There In Person, Communicate and Learn 12 Have as Much Content as Possible Inworld and Not on Weblinks 13 Give the Environment Identity Make Social Activity Easy From my ‘sticky’ article at: www.personalizemedia.com or theprojectfactory.com Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 35. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? ARTICLE 02 - Corporations in SVWs - Psychopaths or Welcome Friends 1 Understand the Culture by Spending Time There 2 Be A Part of the Conversation, Community and Co-Create 3 You Are What Your Environment IS 4 Corporate Avatars Need to have Character 5 Listen, Listen, Listen and Respond 6 Rich Kids Shouldn’t Copy 7 Be Consistent and Beware of Real World Journalism 8 Do What the Natives Want 9 Keep Reinventing Yourself and be Fresh 10 Share Your Assets and The Paradox of Risk Aversion 11 Don’t Always Try to Be the Centre of Attention 12 Story Environments 13 Help create a Trusted Community 14 Entertain 15 Don’t Listen to Too Much Advice From my ‘sticky’ article at: www.personalizemedia.com or theprojectfactory.com Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 36. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Brand Do’s & Don’ts MAIN TIP - USE FULL SERVICE DEVELOPMENT AGENCIES TO BRING VALUE TO THE COMMUNITY eg: The Project Factory, Millions of Us, Electric Sheep Company... they are aware of the world and know what works and what doesn’t Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 37. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Give the Environment Identity Make Social Activity Easy It’s not about cool/cold branded car showrooms, office blocks or auditoriums Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 38. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Activities in SWVs Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 39. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Be A Part of the Conversation, Community and Co-Create It’s not about artificial interactivity you ‘have’ to have one-to-one relationships Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 40. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Activities in SWVs Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 41. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Activities in SWVs Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 42. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Make Inworld Branding or Advertising as Integrated as Possible It’s not about selling it is about co-creating, lifestyle marketing and personalising Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 43. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Allow chaos and community ownership to co-exist with the brand Do not be a stuffy, closed, paranoid property - trust your community Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 44. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? You Are What Your Environment IS Allow the community to create their own stories Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 45. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Futures Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 46. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Futures Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 47. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Futures Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 48. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? Futures Virtual World Enters TV Virtual World Augments The Real World Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au
  • 49. BRANDS IN SOCIAL VIRTUAL WORLDS SUBTLE ALCHEMY or DANGEROUS CHEMISTRY? THANK YOU - QUESTIONS? VARIOUS CONTACTS (not including SLURLs etc:) SVW Company: www.theprojectfactory.com Blogs- wikis * Main Media WP Blog www.personalizemedia.com * JustVirtual Virtual World POV Blog www.justvirtual.com * Laboratory for Advanced Media Production blog www.lamp.edu.au * GaryHayes.tv Participatory Interactive TV www.garyhayes.tv * Multi User Virtual Environment Design www.muvedesign.com * Cubrisound Music www.cubrisound.com * Korkyt Photography www.korkyt.net * LAMP Media Wiki www.lamp.edu.au/wiki/ Web 2.0/3.0 Social Networks * YouTube The Icarus Channel http://www.youtube.com/hayesg01 * Flickr Pro Account Photos http://www.flickr.com/photos/garyhayes/ * LinkedIn http://www.linkedin.com/profile?viewProfile=&key=537854 * Facebook - Gary Hayes http://www.facebook.com/profile.php?id=517517305 * MySpace - Cubrisound http://www.myspace.com/cubrisound * Second Life Home Sim SLURL, http://slurl.com/secondlife/Marni/32/214/22/ * Friends Reunited http://www.friendsreunited.co.uk/fr.asp?wci=profile * Google Video Australian Film TV and Radio School http://video.google.com.au/videosearch?q=owner%3AAFTRS * Google Video Gary Hazlitt http://video.google.com.au/videosearch?q=%22Gary+Hazlitt%22+site%3Avideo.google.com Online Social Networking and Business Collaboration World 2007 © Gary Hayes Head of Virtual Worlds, The Project Factory and Director LAMP@AFTRS www.theprojectfactory.com - gary@theprojectfactory.com blogs www.personalizemedia.com - www.justvirtual.com - www.lamp.edu.au

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