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.

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 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

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

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

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)

SL Residents who Make $$

Why Fashion? Arguably the largest industry in Second Life Certainly the most competitive Overall, has a high-level of quality

Arguably the largest industry in Second Life

Certainly the most competitive

Overall, has a high-level of quality

What Have I Learned? 5 Lessons

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

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

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

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

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

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

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 …

Who it IS for:

Aveda

L’Oreal

Evian

Who it isn’t for:

American Apparel

Panasonic

Summary Shopping is Social Function Trumps Form Multi-Channel IS the New Reality Ecommerce is Essential Play to Your Strengths

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!

Thank You!

Thank You!

Full list of source links and references at

mynameiskate.ca/cma2008.html