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Real Life Marketing Lessons from Second Life Fashion Designers
 

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 Real Life Marketing Lessons from Second Life Fashion Designers Presentation Transcript

  • Real Life Lessons from Second Life Marketers CMA National Convention – May 14, 2008
  • What is a Virtual World?
    • A virtual world is an interactive simulated environment accessed by multiple users through an online interface.
    • Users are represented by characters, called avatars.
  • Thank you! Online Advertising
  • Common Qualities Interactivity Persistence Socialization/Community Shared Space Graphical User Interface Immediacy
  •  
  • Second Life Basics
    • What is Second Life?
      • 3D immersive environment
      • Most of the content is created by inhabitants
      • Not a game
      • It is marketplace
    • Your avatar
      • Different gender, race, species
      • You control and move in-world
      • Text and voice chat
  • 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
  • OK, but what is it REALLY?
  • How “Big” is Second Life? (March 08)
    • Different ways to measure
      • 13.5 million unique registrations (May)
      • 800K unique logins over last month (May)
      • 30 million hours of time per month (37.5 h per login)
      • 66K peak concurrent users
    #’s are based on active avatar hours, not avatar count
  • How “Big” is Second Life? (March 08)
  • How “Big” is Second Life? (March 08)
  • Who Inhabits Second Life (March 08)
    • Average Age is mid-30’s
      • 83% are over 25
      • 49% are over 35
    • 58/42 Male/Female Split
    • Over 100 countries represented
      • 65% of active population is outside of the US
      • 4% of active population is Canadian (8 th most active)
    #’s are based on active avatar hours, not avatar count
  • SL Residents who Make $$
  • Why Fashion?
    • Arguably the largest industry in Second Life
    • Certainly the most competitive
    • Overall, has a high-level of quality
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  • What Have I Learned?
    • 5 Lessons
  • Lesson 1: Shopping is Social
  • Lesson 1: Shopping is Social
    • Increase Socialization
      • Island-wide Scavenger Hunts
      • Mob Vendors
      • Group Events & Discounts
      • Fashion Consolidated’s Shopping Tour HUD
  • Thank you! Scavenger Hunts
  • Thank you! Mob Vendors & Lucky Chairs
  • Thank you! Special Offers for New Customers
  • Lesson 2: Function Over Form
    • Or … Experience Trumps Brand
  • Lesson 2: Function Over Form
    • New spin on old truths
      • Location, location, location
      • Even avatars need accessibility
      • Eco-chic is in Second Life too
  • 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
    • Social Media in SL
      • Blogs
      • Photo Sharing
      • Twitter
      • Podcasting
      • Social Network/FB Apps
    • MSM in SL
      • SLTV
      • Magazines
      • Classifieds
      • Search Marketing
      • Advertising
  • 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
    • Even in Second Life …
      • Gift-giving
      • Comparison shopping
      • Rainy Saturday afternoon
  • Thank you! Ecommerce
  • Lesson 5: Play To Your Strengths
    • Strategic Partnering is Essential …
      • SL Fashion calls for specialised skill sets
      • Avatars appreciate one stop shopping
      • Virtual Brands have halos too
  • 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
    • Who it IS for:
      • Aveda
      • L’Oreal
      • Evian
    • Who it isn’t for:
      • American Apparel
      • Panasonic
    Perhaps , it’s for you, too …
  • Summary
    • Shopping is Social
    • Function Trumps Form
    • Multi-Channel IS the New Reality
    • Ecommerce is Essential
    • Play to Your Strengths
    • Thank You!
    • Thank You!
    • Full list of source links and references at
    • mynameiskate.ca/cma2008.html
    Thank you!