Web 2.0 Summit Second Life V4Presentation Transcript
in a virtual world The Ontario Public Service Centre for Leadership and Learning, HROntario, Ministry of Government Services
Establishing the YNP Secretariat: “How do we invest now for our workforce of tomorrow?”
Supporting strategy to the OPS HR Plan
Build on current corporate and ministry programs and outreach initiatives
Focus for Pilot
Attraction: “How do we get the right message to the right people at the right time?”
Public service has not been in the business of marketing its ‘brand’
Know your market and your market differentiator
Getting the right message to the right people at the right time
In an increasingly connected culture, the OPS must examine the use of new channels to keep pace with the market in the war for talent to maximize the promotion of the OPS career opportunities.
Explore the feasibility of online career fairs, as part of a multi-channel approach to outreach
not to replace, but to enhance
Cost-effective, broader reach (audience and geography)
Exploring online career fairs to attract youth and new professionals presents the OPS as an organization that is engaged with the advancements of technology and where our target audience prefer to interact.
It also identifies the OPS as part of the constantly evolving outreach and marketing trends to create user experiences by engaging with and reaching out to their user community on a level that they expect to interact with organizations in the future.
Targeting better ways to engage a user than place ads somewhere else
Partnership with the OCCIO to participate in a pilot/proof of concept to explore the usage of online collaboration/social networking tools .
OCCIO has the mandate to explore the use of online collaboration tools/technologies through sponsoring of pilots/proof of concepts with ministry partners in order to provide recommendations on the application of various tools/technologies within the OPS
The Partnership +
What is Second Life:
Second Life is an internet-based virtual world launched in 2003 by Linden Research
Second Life is free, and allows to interact online in a contained virtual environment and has a variety of uses, including
providing an online space for collaboration, training, distance learning,
new media studies and marketing.
allows online users to interact with products/services (eg. OPS career information)
To date, there are approximately 12 million users worldwide using Second Life. Users come from over 100 countries with concentrations in North America and the UK.
Demographically, 60% are men, 40% are women and they span in age from 18 - 85.
Average age of user on Second Life is 38
Second Life is increasingly being utilized by companies/organizations for commercial purposes –
Organizations in Second Life:
US Federal Government, Sweden, Australia, World Bank, City of Vancouver Police Department, Canada Post
IBM, Accenture, Microsoft, Telus, , etc.
GE, Sears, Circuit City, etc.
UofIT, H arvard, Vassar, Pepperdine, Drexel, Rice, University College Dublin, University, Ohio University, Ball State, New York University, University of Houston, Stanford University, Delft University of Technology, etc.
Why Virtual Worlds and Second Life?
1 - Rapidly growing market :
Estimate that 80% of active Internet users will participate in an online world by 2011
Primarily driven by the young/new professionals, who define and shape future Net usage
2 - Most successful:
Currently with some 550,000 active monthly users, SL has grown rapidly and with general consistency since 2004
Others exist and are larger, but none of them are user-created and as popular
Economically viable: Content and experience transferable in and out of the global economy
3 - Embodied:
A 3D space navigated by user-controlled avatars makes their owners feel a personal and social investment in the simulated world they’re in
Communicating information in simulated 3D enhances learning and insight for that very reason
4 – Personally transformative :
Allows us to leverage and tap into human capital into the larger economy
Users span across all demographics and audiences – tap into people who’ve been otherwise kept out of the mainstream job market through real-world barriers that become irrelevant
Has become a universally accessible mirror world
Create a “journey” experience, targeting all potential OPS job applicants that exist in Second Life virtual world.
Provide an informational “day-in-the-life” type interaction for “career tourists” exploring available job opportunities.
The OPS will have its own presence as a virtual province on Second Life. Users, also called “career tourists”, will learn and discover career opportunities in the OPS and showcase a variety of ways to educate, demonstrate and promote the important and innovative work we do in the OPS.
Proposed career streams include:
1. Fighting a forest fire
Career Stream Focus: Lands and Resources,
Safety and Enforcement
2. Traffic Media Centre
Career Stream Focus: Transportation,
Communications, Engineering, Information
3. Test water samples in a science lab
Career Stream Focus: Science and Technology,
Environment, Natural Resources, Policy
Proposed career streams include:
4. Calculating numbers, balancing a sheet
Career Stream Focus: Finance and Economics,
Business Planning and Administration, Accounting
5. Social service/Health Care workers training for CPR certification
Career Stream Focus: Health and Social Sciences, Safety, Community and Social Sciences
The purpose of the pilot was to:
Measure the effectiveness of online channels, as part of a multi-channel approach to outreach to the public (as part of the YNPS outreach strategy) including:
# of unique visitors including audience breakdowns (e.g. youth, new professionals, new Canadians, etc.)
user experience (via user survey), with a focus on online collaboration using specific collaboration technology.
creation of mailing list for future outreach of OPS careers
Measure online direct marketing techniques to the public (as part of the YNPS outreach strategy)
# of users invited to participate and # of participants
effectiveness of online marketing methodologies used
Test out emerging technologies for application in the Ontario Public Service (as part of OCCIO mandate)
Was not fully accessible or bilingual
Marketed and available only to Second Life users
Be up and running for 12 weeks
Facebook vs. Second Life
# of visitors – approximately 8800 unique visitors over the duration of the pilot
Average length of time on island approximately 20 minutes per visit
Approx 80% of users under age of 35
Approx 70% of users have at least college/university degree
Users visited from around the world, Germany, Australia, Asia, North America, Canada, Ontario, BC (to name a few)
80% of users rated experience from good-excellent ”Very progressive of the provincial government to set up shop on second life...I'm very impressed”
” I learned a lot, was informative and interesting”
“ VERY cool! Glad you've got a presence here in SL.. we Canadians need to represent more here, whether nationally or provincally :) Great job on the island”
Highlights -- picked up by Cnn.com, Second Life Communities, Added to Wikipedia
Over 200 Google hits since launch
MIT, Canadian Defense Academy, Canada Post, Centre for Digital Media, World Bank
Member, Federal Consortium of Virtual Worlds
Focus on upcoming Case Study
If you worried about falling off the bike, you'd never get on.
Risk-aversion kills innovation and does not yield any returns
Nobody cares, until everyone else does.
Legitimacy is based on someone else already having done it or saying it’s okay to do it.
Never sell what you don’t own.
Don’t make it bigger than it needs to
Spouses at the table are better than exes in court!
Don’t underestimate IT, Legal, Security, Vendors, Communications, program areas
If the glove does not fit, then you must acquit! – (or quit!).
12 weeks and out!
One person’s garbage is another person’s gold.
Success is how you define it
If you build it, they will not come.
Marketing will be key
Don’t jump into the lake unless you have swimming trunks!
Second Life is just like “real” life, you must wear clothes!
Digital Ontario Island
Adjacent Digital Ontario Island Builds on the existing OPS Careers Second Life successful presence
Part of Digital Divide and Access Strategic Research initiative championed by IITDC
Further Digital Strategy policy development & planning
Inform e-consultation best practices in context of Web 2.0
Promote the use and uptake of broadband internet
Digital Ontario Island
Showcases Ontario’s digital
leadership by highlighting examples
of the following:
Online Ontario government services & information (e.g. Service Ontario, Investment Centre; e-learning; telehealth)
Recent investments in broadband and digital economy (e.g. Rural Connections program; ORION; Next generation jobs fund)
Innovative uses of broadband to develop digital economy, improved quality of life, e.g.
Successful use of e-business tools by Ontario small businesses (SBCS toolkit)
Northern Ontario Medical school – e-learning and e-research
nGen – regional digital media incubator
Keewaytinook Internet High School
Digital Ontario Island Components
1) An OPS Conference Centre:
Capable of simultaneously accommodating 100 Second Life Avatars
Will feature audio and video streaming
Will be customizable and re-useable for almost any future initiative
2) Six Pavilions - Research Focus Areas:
Feature what Ontario is already doing in the given priority area
Feature an interactive content illustrating the challenges and potential of each priority area
3) Digital Divide & Access Research & Policy Development Conference and Forums in Second Life Conference Centre (TBD)
4) Investment and Trade Centre (MITI) independent presence (interest from other ministries, e.g. Tourism to expand their presence)
OPS employee access to Second Life, Social Media sites
OPS Island Ownership
Distance Learning and Development
Continue marketing OPS careers using Social Media Channels
OPS Employment Brand going ‘fully’ Web 2.0
Don’t be left behind.
Organizations need to ensure they have strategies and capabilities in place to rethink their current ways of working.
All about relationships
The Digital Generation changes the meaning of work
The Internet Superhighway to Web 3.0
Social Media, just like phone, television, email and the internet, is prevailing
2007 report indicates that Canadians devote more time online than any other nation, averaging 39.3 hours per month
4 of the top 10 most-frequented sites on the internet are social media sites
Supports Attraction and Retention
Points to Ponder
Digital Ontario Island Contributing Partners:
Appendix 1 1. Ministry of Government Services 2. Ministry of Agriculture, Food and Rural Affairs 3. Ministry of Small Business and Consumer Services 4. Ministry of International Trade and Investment 5. Ministry of Economic Development 6. Service Ontario 7. Ontario Research and Innovation Optical Network 8. Northern Ontario School of Medicine 9. Keewaytinook Okimakanak Telemedicine 10. Keewaytinook Okimakanak Internet High School 11. nGen Niagara Interactive Media Generator 12. MikroTek 13. City of Waterloo 14. Intelligent Community Forum 15. Knowledge Ontario 16. Ontario Telehealth Network