SXSW 2012 WeeWorld Presentation

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  • View in slide show mode to hyperlink **Will you be working from the links or is this just a nice to have?**
  • Modeled on our successful program with Partnership for a Drug Free America, WeeWorld and ReachOut continue to facilitate social activism and positive behavior at scale for our growing and passionate user base.
  • Last winter a group of users form an Anti-bullying Taskforce and let us know – many of the users who form and join the taskforce are a dedicated group of WeeMees that have applied to be a WeeWorld ambassador. These are volunteer WeeMees who have been carefully vetted by WeeWorld and help welcome new WeeMees and answer questions from the userbase, and support customer service by reporting WeeMees who break the rules. By the time we find out about the Taskforce, most, if not all Ambassadors are members.
  • Then we received a request for help to support the movement – “WeeMees who are a part of this movement may feel a sense of belonging as they have something to do that WeeWorld claims is helping the site. It will add MEANING.”
  • Needless to say, we immediately mobilized to support this incredible movement. Early on in the development of WeeWorld, we had consulted with danahboyd on best practices and had been in conversations with Anastasia for years first at Ypulse and then in her role at We connected with Anastasia immediately and got her involved. Created a series of virtual goods to be offered for free to WeeWorldersCeleb spokesperson – Anastasia from ReachOut
  • is integrated as a resource in our help center under the Safety section2012 will see an expanded presence and include video.
  • We embedded the task force directly into the game play on WeeWorld – to complete the trophy, users had to make a friend and visit the Reachout store where they would get linked to resources for Reachout and the Taskforce...
  • Establish a dedicated Forum for the Task Force with tips about how to deal with bullying online and links to the free TaskForce GearUsers post here to declaireto the community that they are joining the effort.
  • Ongoing blog posts, notification panels on login and custom Reachout/Taskforce store.
  • We created 6 assets at launch – Teddy bear, speech bubbles, tshirts, hats...and gave them away for freeDuring launch over 442K assets were downloaded...and that number continues to grow – it’s now over 700K and we have about a dozen assets This is on a par with other cause campaigns we’ve done Cause campaigns perform nearly as well as brand campaigns (ex: Skintimate) and about half as well as iconic brand campaigns ex: Crush, Coca Cola
  • The program had enormous momentum andhas sustained.Largest peak at launch and then ongoing as we launch new phases of the campaign32% of logins participate at launch, ongoing today that number still remains at 22%More than 700,000 Reachout assets have been downloaded so far
  • As users adopt ReachOut assets they become ReachOut ambassadors for their friends.Whenever an asset is displayed either on WeeWorld or around the web when their WeeMee is shared to Facebook, etc., we count the impressions showing the vast reach attained as these items are shared
  • WeeWorld official ambassadors are vetted by Customer Service and are volunteers that help other WeeMees feel welcome and get information.WeeWorld Customer Service and WeeWorld ambassadors work with Taskforce members and Taskforce is always careful not to take the place of Ambassadors.ABTF members are also more likely than the general population to volunteer for the leadership position of Ambassadors (waiting for stat here)
  • Members of the taskforce create and post videos about antibullying on WeeWorld
  • WeeWorld/Reachout partnership provides a place to express and share their experiences, and a directly embedded way to get users connected to resources for help.
  • WeeWorld/Reachout partnership provides a place to express and share their experiences, and a directly embedded way to get users connected to resources for help.
  • Anastasia personifiesReachout to WeeWorlders – it’s truly touching to see them respond to her and to the support they are getting.
  • Why do teens flock to WeeWorld? What makes the site grow organically?To evolve identity and values through social playThis behavior that is key to evolving identity...through affiliations, friends, career, sports, hobbies, games, TV shows, entertainment, music, etc.70% change their WeeMeeonce per weekVisual self expression through iconic avatar, room, games and interactionsWeeWorld as a site grows organically, friend to friend, by word of mouth
  • We monetize 17% of our logged in audience every monthIn a given week, 40% of our audience have gold currency in their acct.30-minute session times
  • Direct Advertising on WeeWorld is completely integrated into the game and site experienceWhile most virtual goods on the site require users to earn or purchase currency...advertisers bring FREE premium items to the communityIn the real world, providing gifts, tokens, and product samples to millions of teens is impossible...on WeeWorld it’s a realityWe have been integrating brand campaigns for years for a wide range of brands including Procter & Gamble, Skintimate, Coca Cola, Crush etc.
  • We’re very proud of our Campaign for PDFA and it provided a model for our program with ReachOutWeeWorld campaigns deliver value virally long after the original campaign is complete.WeeWorld is consistently among their the top 10 referrers 1 year+after the campaign ran.Traffic is coming from JTs home page and from the campaign environment which users can still add to their pages which contains a link to Checkyourself.comAward:
  • The Truth was an extensive 2-phasecampaign that included assets,games, custom world environments,quests, videos, standard media and home page takeovers.


  • 1. ReachOut.comAnti-bullying Taskforce Case Study
  • 2. Reachout – Anti-bullying Case Study1. Summary of program and results2. Program component details3. Results details4. About WeeWorld and related case studies
  • 3. WeeWorld and ReachoutFacilitating social activism and anti-bullying • To support the Anti-bullying Taskforce, founded organically by Program community members, WeeWorld partnered with to provide teens with access to information and tools for self- expression and activism, allowing them to tell each other their Summary stories, support each other and practice and advocate for anti- bullying. • To date more than 600,000 unique users have participated in the program • 32% of all logged users participate in first 3 months, then 22% ongoing • 442,000 assets downloaded in first 3 months, to date over 700,000 • 1.3M viral impressions per day in first 3 months Results • • • 100,000 anti-bullying trophies completed 8,000 Forum posts to date 30,000 add ReachOut’s Anastasia Goodstein as a friend • 1,000 WeeWorlders send emails to Anastasia telling their stories • 80 help resources sent by WeeWorld customer service team • WeeWorld becomes #1 referrer to
  • 4. Reachout – Anti-bullying Case Study1. Summary of program and results Program component details3. Results details4. About WeeWorld and related case studies
  • 5. Organic evolution of a movement Dear,Weeworld staff I have started a crew called The Anti Bully Task Force. It is currently 116 members and growing. I also have a website to help my crew members, as well as anyone who wants more information on the subject. I help them gladly and often at the cost of myself getting insulted. I get alot of grateful weemees thanking me for my dedication to stomping out cyberbullying as best I can. Thank you, Sly Evans
  • 6. Organic evolution of a movement The Anti Bully Task Force…are a very well reputable group of weemees that go around standing up against those that are putting down others, and they also calmly support those under stress from bullies etc. As one of the members of that force, The leader (12foxy12) and I have been trying to start a small movement week in Weeworld. It started off just as an idea But Ive also thought that, If weeworld were to back up the force with this. That would be good. Weeworld can hope to gain more of a safe environment in this site, with the help of other weemees -Weemees who are a part of this movement, may feel a sense of belonging as they have something to do that Weeworld claims is helping the site. It will add MEANING. So if you think this proposal was okay, please tell me so. If not, please put me back in my place(: thanks, Alisa”
  • 7. Partner with develop program • Collaborate with and Anastasia Goodstein. Modeled the program on successful WeeWorld campaign with Partnership for a Drug- free America • Taskforce assets inspired by user-created ASCII art logoÅN†¡¤ßuLL¥ Tã§|{ -FØr©€
  • 8. Help Center integration
  • 9. Custom store
  • 10. Anastasia joins the community • Anastasia quickly becomes a celebrity ramping to 30,000 friends • Hundreds of emails are received and some are highlighted on her page with guidelines and links to more advice
  • 11. Room hangout for watching videos • Rooms highlight selected videos keyed to themes being discussed
  • 12. Trophy Did you know that popular celebs like Robert Pattinson, Brittany Snow, Lady Gaga, Megan Fox & our very own PRESIDENT Barack Obama, were all victims of bullying? Join Anastasia Goodstein from and 75 level boosters WeeWorld’s anti-bullying taskforce to take a 50 green points stand against bullies.
  • 13. Thousands of posts to dedicated forum
  • 14. Ongoing WeeWorld site promotion
  • 15. Reachout – Anti-bullying Case Study1. Summary of program and results2. Program component details Results details3. About WeeWorld and related case studies
  • 16. 442,000 Assets in first 3 months Total Assets to date 700,000
  • 17. 32% of all logins participate in program Users Saving a Reach Out Asset by Day Since Launch 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 4/8/2011 5/8/2011 6/8/2011 7/8/2011 8/8/2011 9/8/2011 10/8/2011 Users Saves
  • 18. Viral impressions average 1.3M daily
  • 19. Community creates their own resources
  • 20. Taskforce establishes rulesposting them to their WeeWorld blogs The guidlines are this... *Never Bully... Never Hack.. Never Cuss.. *Be a good listener and answer nicely. *Try to if you can, reason with the weemee that is making hurtful comments. *Let them know that weeworld does not tolerate bullys and they will get reported. *Offer tips to a victim like. Block the bully and remove them from friendlist. *Stick up for victims in world if you can... *This is NOT to ever take over an Ambassadors job. Just guide weemees getting bullied to an Ambassadors for help
  • 21. User-generated videos on anti-bullying
  • 22. 1,000 emails sent to Anastasia80 help resource referrals Key Observations from emails: • Offline bullying either physical or relational/girl bullying is dominant in these emails vs. cyberbullying • Girl/Relational bullying most emailed about (exclusion, rumor spreading, etc.) • Definitely a theme of a lot of adults not listening or taking complaints seriously Help resource referrals • When users expressed immediate need for help, WeeWorld referred directly to Reachout and other help resources
  • 23. We surveyed members of the Task ForceAnd Fans of Anastasia And found: • 56% say the main reason they joined the ABTF was they wanted to do something positive to end bullying. • More than half have visited and 87% find it either useful or extremely useful! • 83% have visited Anastasia’s page and 81% have found her either helpful or extremely helpful
  • 24. “Anastasia is a great “Thank you person and she helped Anastasia, this is“Anastasia I Love Your me think that I dont something i could go Work Keep it Up!” need to stoop to their to if i ever have an level and let them win! issue or need help[; I am a person too.” it means alot to me.!” XxHolyItzTannorxX SmileySavvi theREALChanelle
  • 25. Additional activist groupsform organically on WeeWorld
  • 26. Reachout – Anti-bullying Case Study1. Summary of program and results2. Program component details3. Results details About WeeWorld and related case studies
  • 27. Why do teens flock to WeeMees are a reflection of self, not a fantasy character- WeeWorld is a small version of the real world allowing users to interact and evolve their identities through social play- WeeWorld has grown to 2M unique users through word of mouth only
  • 28. – top teen social game • 50M WeeMeescreated on and other sites • Top 10 U.S. teen site • 1-year return tenure
  • 29. - Virtual Goods • 17% of audience monetizes • Millions of virtual goods downloaded per week • Decorative, functional, branded and behavioral virtual goods • Variety of payment methods
  • 30. - AdvertisingIntegrated Brands• Users ask for brands• Users choose brands• Vast viral spread
  • 31. Case study:Partnership for a Drug-free America • Partnership for a Drug-Free America teamed up with WeeWorld to educate teens about substance abuse prevention and the real-life consequences of drug and Program alcohol use. At the center of the campaign was an actual young adult named JT who is in recovery from substance abuse and addiction. Through his WeeMee, home page and room, JT visually interacted with a growing base of over Summary 20,000 WeeWorld friends, posted messages and shared weekly scenarios drawn from the Partnership’s teen-targeted site, • 212,000 assets downloaded over 2 months • 47M viral impressions • 20,000 friend JT, read and share advice Results • • Brand awareness for tripled Dramatic increase in traffic to • Ongoing, WeeWorld remains a top 10 referrer to • Campaign receives National Annual Media Recognition award
  • 32. Case study: The TruthAmerican Legacy Foundation • In an effort to educate US teens (13-17) on the truth about the tobacco industry, the American Legacy Foundation has partnered with WeeWorld through various social game Program executions, including two site-wide quests which sent users on a scavenger hunt for facts to expose these facts. The first quest focused on the harmful effects of tobacco while the second quest focused on truth’s cleverly conceived Shards O’ Glass campaign, a fake Summary company that produces harmful treats. Additionally, WeeWorld created a number of virtual assets for users to decorate their avatars, all based on elements of the truth’s campaign. • 519,000 assets downloaded over 4 months • 123M viral impressions Results • • 25M impressions + millions of bonus impressions 31,000 quest completions • 63,000 game page impressions