Real Life Lessons from Second Life Marketers CMA National Convention – May 14, 2008
What is a Virtual World? <ul><li>A virtual world is an interactive simulated environment accessed by multiple users throug...
Thank you! Online Advertising
Common Qualities Interactivity Persistence Socialization/Community Shared Space Graphical User Interface Immediacy
 
Second Life Basics <ul><li>What is Second Life? </li></ul><ul><ul><li>3D immersive environment </li></ul></ul><ul><ul><li>...
What do people do in SL? SL is a platform for creativity and co-creation Learn Socialize Celebrate Mourn Explore Build Rel...
OK, but what is it REALLY?
How “Big” is Second Life? (March 08) <ul><li>Different ways to measure </li></ul><ul><ul><li>13.5 million unique registrat...
How “Big” is Second Life? (March 08)
How “Big” is Second Life? (March 08)
Who Inhabits Second Life (March 08) <ul><li>Average Age is mid-30’s </li></ul><ul><ul><li>83% are over 25 </li></ul></ul><...
SL Residents who Make $$
Why Fashion? <ul><li>Arguably the largest industry in Second Life </li></ul><ul><li>Certainly the most competitive </li></...
 
 
 
 
 
What Have I Learned? <ul><li>5 Lessons </li></ul>
Lesson 1: Shopping is Social
Lesson 1: Shopping is Social <ul><li>Increase Socialization </li></ul><ul><ul><li>Island-wide Scavenger Hunts </li></ul></...
Thank you! Scavenger Hunts
Thank you! Mob Vendors & Lucky Chairs
Thank you! Special Offers for New Customers
Lesson 2: Function Over Form <ul><li>Or … Experience Trumps Brand </li></ul>
Lesson 2: Function Over Form <ul><li>New spin on old truths </li></ul><ul><ul><li>Location, location, location </li></ul><...
Thank you! Location, Location, Location
Thank you! Location, Location, Location Might get a picture of a shopping mall or area – Le Zoo or Cotton Candy
Thank you! Brand Experience: Form
Thank you! Brand Experience: Function
Lesson 3: Multi-channel = Reality <ul><li>Social Media in SL </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Photo ...
SLCN.tv – Fashion Channel
Thank you! SL Fashion Magazines
Thank you! Cause Marketing
Thank you! Classifieds/”Ad Words”
Thank you! Online Advertising
Thank you! Designer Blogs
Thank you! Flickr Groups
Lesson 4: eCommerce is Essential <ul><li>Even in Second Life … </li></ul><ul><ul><li>Gift-giving </li></ul></ul><ul><ul><l...
Thank you! Ecommerce
Lesson 5: Play To Your Strengths <ul><li>Strategic Partnering is Essential … </li></ul><ul><ul><li>SL Fashion calls for sp...
Thank you! Partnershps
Thank you! Partnershps
Thank you! Partnershps
Thank you! Virtual Brands Have Halos Too
Thank you! Virtual Brands Have Halos Too
Myth: Second Life is not for ME <ul><li>Who it IS for: </li></ul><ul><ul><li>Aveda </li></ul></ul><ul><ul><li>L’Oreal </li...
Summary <ul><li>Shopping is Social </li></ul><ul><li>Function Trumps Form </li></ul><ul><li>Multi-Channel IS the New Reali...
<ul><li>Thank You! </li></ul><ul><li>Thank You! </li></ul><ul><li>Full list of source links and references at  </li></ul><...
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Real Life Marketing Lessons from Second Life Fashion Designers

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  • Welcome! Thank you for joining me today! How has the conference been? Home stretch! Level set of the room: Virtual Worlds? Second Life? Flow of my talk … overview of the landscape broad (vw) to narrow (sl) Who’s in SL. Fashion in SL. Lessons.
  • Real Life Marketing Lessons from Second Life Fashion Designers

    1. 1. Real Life Lessons from Second Life Marketers CMA National Convention – May 14, 2008
    2. 2. What is a Virtual World? <ul><li>A virtual world is an interactive simulated environment accessed by multiple users through an online interface. </li></ul><ul><li>Users are represented by characters, called avatars. </li></ul>
    3. 3. Thank you! Online Advertising
    4. 4. Common Qualities Interactivity Persistence Socialization/Community Shared Space Graphical User Interface Immediacy
    5. 6. Second Life Basics <ul><li>What is Second Life? </li></ul><ul><ul><li>3D immersive environment </li></ul></ul><ul><ul><li>Most of the content is created by inhabitants </li></ul></ul><ul><ul><li>Not a game </li></ul></ul><ul><ul><li>It is marketplace </li></ul></ul><ul><li>Your avatar </li></ul><ul><ul><li>Different gender, race, species </li></ul></ul><ul><ul><li>You control and move in-world </li></ul></ul><ul><ul><li>Text and voice chat </li></ul></ul>
    6. 7. What do people do in SL? SL is a platform for creativity and co-creation Learn Socialize Celebrate Mourn Explore Build Relationships Experiment Shop Create Work
    7. 8. OK, but what is it REALLY?
    8. 9. How “Big” is Second Life? (March 08) <ul><li>Different ways to measure </li></ul><ul><ul><li>13.5 million unique registrations (May) </li></ul></ul><ul><ul><li>800K unique logins over last month (May) </li></ul></ul><ul><ul><li>30 million hours of time per month (37.5 h per login) </li></ul></ul><ul><ul><li>66K peak concurrent users </li></ul></ul>#’s are based on active avatar hours, not avatar count
    9. 10. How “Big” is Second Life? (March 08)
    10. 11. How “Big” is Second Life? (March 08)
    11. 12. Who Inhabits Second Life (March 08) <ul><li>Average Age is mid-30’s </li></ul><ul><ul><li>83% are over 25 </li></ul></ul><ul><ul><li>49% are over 35 </li></ul></ul><ul><li>58/42 Male/Female Split </li></ul><ul><li>Over 100 countries represented </li></ul><ul><ul><li>65% of active population is outside of the US </li></ul></ul><ul><ul><li>4% of active population is Canadian (8 th most active) </li></ul></ul>#’s are based on active avatar hours, not avatar count
    12. 13. SL Residents who Make $$
    13. 14. Why Fashion? <ul><li>Arguably the largest industry in Second Life </li></ul><ul><li>Certainly the most competitive </li></ul><ul><li>Overall, has a high-level of quality </li></ul>
    14. 20. What Have I Learned? <ul><li>5 Lessons </li></ul>
    15. 21. Lesson 1: Shopping is Social
    16. 22. Lesson 1: Shopping is Social <ul><li>Increase Socialization </li></ul><ul><ul><li>Island-wide Scavenger Hunts </li></ul></ul><ul><ul><li>Mob Vendors </li></ul></ul><ul><ul><li>Group Events & Discounts </li></ul></ul><ul><ul><li>Fashion Consolidated’s Shopping Tour HUD </li></ul></ul>
    17. 23. Thank you! Scavenger Hunts
    18. 24. Thank you! Mob Vendors & Lucky Chairs
    19. 25. Thank you! Special Offers for New Customers
    20. 26. Lesson 2: Function Over Form <ul><li>Or … Experience Trumps Brand </li></ul>
    21. 27. Lesson 2: Function Over Form <ul><li>New spin on old truths </li></ul><ul><ul><li>Location, location, location </li></ul></ul><ul><ul><li>Even avatars need accessibility </li></ul></ul><ul><ul><li>Eco-chic is in Second Life too </li></ul></ul>
    22. 28. Thank you! Location, Location, Location
    23. 29. Thank you! Location, Location, Location Might get a picture of a shopping mall or area – Le Zoo or Cotton Candy
    24. 30. Thank you! Brand Experience: Form
    25. 31. Thank you! Brand Experience: Function
    26. 32. Lesson 3: Multi-channel = Reality <ul><li>Social Media in SL </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Podcasting </li></ul></ul><ul><ul><li>Social Network/FB Apps </li></ul></ul><ul><li>MSM in SL </li></ul><ul><ul><li>SLTV </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Classifieds </li></ul></ul><ul><ul><li>Search Marketing </li></ul></ul><ul><ul><li>Advertising </li></ul></ul>
    27. 33. SLCN.tv – Fashion Channel
    28. 34. Thank you! SL Fashion Magazines
    29. 35. Thank you! Cause Marketing
    30. 36. Thank you! Classifieds/”Ad Words”
    31. 37. Thank you! Online Advertising
    32. 38. Thank you! Designer Blogs
    33. 39. Thank you! Flickr Groups
    34. 40. Lesson 4: eCommerce is Essential <ul><li>Even in Second Life … </li></ul><ul><ul><li>Gift-giving </li></ul></ul><ul><ul><li>Comparison shopping </li></ul></ul><ul><ul><li>Rainy Saturday afternoon </li></ul></ul>
    35. 41. Thank you! Ecommerce
    36. 42. Lesson 5: Play To Your Strengths <ul><li>Strategic Partnering is Essential … </li></ul><ul><ul><li>SL Fashion calls for specialised skill sets </li></ul></ul><ul><ul><li>Avatars appreciate one stop shopping </li></ul></ul><ul><ul><li>Virtual Brands have halos too </li></ul></ul>
    37. 43. Thank you! Partnershps
    38. 44. Thank you! Partnershps
    39. 45. Thank you! Partnershps
    40. 46. Thank you! Virtual Brands Have Halos Too
    41. 47. Thank you! Virtual Brands Have Halos Too
    42. 48. Myth: Second Life is not for ME <ul><li>Who it IS for: </li></ul><ul><ul><li>Aveda </li></ul></ul><ul><ul><li>L’Oreal </li></ul></ul><ul><ul><li>Evian </li></ul></ul><ul><li>Who it isn’t for: </li></ul><ul><ul><li>American Apparel </li></ul></ul><ul><ul><li>Panasonic </li></ul></ul>Perhaps , it’s for you, too …
    43. 49. Summary <ul><li>Shopping is Social </li></ul><ul><li>Function Trumps Form </li></ul><ul><li>Multi-Channel IS the New Reality </li></ul><ul><li>Ecommerce is Essential </li></ul><ul><li>Play to Your Strengths </li></ul>
    44. 50. <ul><li>Thank You! </li></ul><ul><li>Thank You! </li></ul><ul><li>Full list of source links and references at </li></ul><ul><li>mynameiskate.ca/cma2008.html </li></ul>Thank you!

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