Metaverse, Digital Marketing and the Future of the Web

The Metaverse : Welcome to the Future of Digital Marketing and the Internet

Nijenrode Masterclass : 29 november 2007

Yuri van Geest

Mobile Monday / Trend8 / Emerce / yuri.typepad.com

Agenda (1,5 uur)

(Digitale) Marketing Trends Recap

Macro Trends

Web 2.0 + Mobile Internet + Web 3.0 = Metaverse

Virtual Worlds

Life(b)logging

Mirror Worlds

Augmented Reality

RECAP

MARKETING

Marketing

Waarden van adverteerders centraler

Open source marketing

ROI-based marketing

Focus op productinnovatie, minder promotie

Transformatie/Amateur Academies

Marketing (2)

Bewijs & informeren worden belangrijker

Design / Simplicity

Connecting customers (social networks)

Delen ervaring belangrijker dan productervaring zelf

Niche marketing

WEBSITES

Sociale filters/economie & reputatiesystemen USA Today Top10s, Most Sent Amazon Reviews Joost Ratings ClearSpring (widgets) Sociale netwerken Amazon Recommendation engines Google (PageRank) Zoekmachines Voorbeeld(en) Sociale filter tool

Functionaliteiten

Voorbeelden:

Screencasts

Open APIs en mash-ups

Ratings, reviews, recommended, RSS

Blogs en wiki's

Klantkoopfases expliciteren op homepage

Advies/vergelijk/filter/presenteer modules

Personalisatie-tools

Context-sensitieve FAQs

E-MARKETING

E-marketing : PULL

Mobile marketing (AdWords, RFID, codes)

Google Maps/Earth (KML; incl. mobiel)

Buzz marketing in sociale netwerken

Widgetization

Zoekmachine Optimalisatie (SEO)

E-marketing : PUSH

Behavioral Targeting (BT)

Networked Personalization

RevenueScience, AskNow, Wunderloop

Social Media Optimization (SMO)

Link-baiting articles

Affiliate marketing binnen A-merken sites

ClickDistrict, Advertising.com

TRENDS

“ Every futurist who

is worth his salt is

a historian”

(Kevin Kelly)

Kennis, Macht & Globalisering

Kerk en religie (< 1500)

Natie en staat (1500-1800)

Onderneming en markt (1800-2000)

Individu, groep en netwerk (> 2000)

Smart Mobs / Peer Production / DIY / FabLabs

The Self Organizing Universe

ICT Evolutie

1970 – 1980: Connecting Computers

1980 – 1990: Connecting Networks

1990 – 2000: Connecting Documents

2000 – now: Connecting People & Data

Web 2.0

Sociale Machine

Web = 'OS' (+ offline access)

Open APIs (open standaarden)

RSS en Widgets

Weblogs

Social networking

Wiki’s

Tagging and tag clouds

User Generated Content (UGC)

Essentie van Web 2.0 ?

DATA + life-streams

Make The Invisible Visible (MTIV)

Web 2.0

en

Marketing

Strategie

The Future = Wireless

7 th Mass Medium

Web 3.0 ?

Semantic/Intelligent Web ; Web = Database

Freebase

Twine

RealTravel

Serious Gaming / Simulaties

Real-life data feeds

Web 2.0

+ Mobile

+ Web 3.0 =

The Metaverse

Metaverse Componenten Verrijking Simulatie Intiem/Personal Extern

2D -> 3D Trend

Film

Modelleren (CAD/CAM)

Navigatie

TV

Chat

Printers

Games

Boeken

Foto’s

Web

“ Humans are not mentally living in the 3D world much of the time, even in the way they inhabit physical space. 3D makes sense in select environments ”

"In the future, everyone becomes a living, 3D destination”

VIRTUAL

WORLDS

Virtual Worlds

100 miljoen unieke gebruikers wereldwijd

Bijna 10% van alle internet gebruikers wereldwijd

Voorbeelden:

Stardoll

MTV Laguna Beach

There.com

Multiverse

Home

CyWorld

Habbo Hotel

Second Life

10 miljoen registraties wereldwijd

Geen betrouwbare indicator voor gebruik

Per maand 600.000 actieve, unieke gebruikers

Per maand 30.000 actieve gebruikers uit NL

Actieve NL gebruikers: 60 uur per maand (!!!)

Groei in gebruik 10% per maand

Marketing in Virtuele Werelden

Uniek kanaal (McLuhan/Tomi Ahonen)

Gedeelde sociale ervaringen (samen)

Deelnemers willen iets doen (actiegericht)

Faciliteer de conversatie ( wikinomics )

Openheid

“ By the end of 2011, 80 percent of active Internet users (and Fortune 500 enterprises) will have a presence in virtual worlds” (Gartner)

LIFELOGGING

Lifelogging

Blogs

Twitter en Jaiku/Google

Seesmic

Kyte.tv en Operator 11

Socialight (mobile tagging)

iPod & Nike (GPS !)

Via web, mobiel web, sms en IM

Andere werelden

Het abonneren op de levens van jouw vrienden, familie en kennissen

Het lezen van hun agenda, ideeën en gedachten

Twitter =

Connecting People & Data

Open API

Globalisation of individuals, groups and networks

Logging your life (life-logging)

Makes the invisible parts of peoples lives visible

Is mainly mobile, 7th mass medium

Lifelogging Toepassingen (1)

Prive

Plezier

Community

Spontane ontmoetingen

Empathie & support

Noodsituaties

Multi-tasking (TV, radio, events etc.)

Reizen

Lifelogging Toepassingen (2)

Zakelijk

Communicatiekanaal (opt-in, pull)

Informatie (stats, sites, recommendations, tracker)

Testen (producten, campagnes, concepten)

Opdrachten

Partners

Merknamen

Nieuwe web applicaties

Start-ups (TribeMinds)

En wat komt er na Twitter ?

Magitti

Twitterende dieren en objecten

Mobile Web Server

Seesmic

Cluztr

Dopplr

Ms. Guoleifsdottir Ms. Guoleifsdottir

Collective

Mind Reading

Mobile Minds

The Self Organizing Universe

MIRROR

WORLDS

Voorbeelden Mirror Worlds

Google Earth/Maps

Microsoft Virtual Earth

Yahoo Maps

MapQuest

Earthmine

Everyscape

OpenStreetMap

Google StreetView

Google Earth

Marktleider

> 200 miljoen gebruikers

3D integratie -> SketchUp

Functioneel, instrumenteel, economisch

Markt : iedereen

Potentie is groter dan virtuele werelden

MyWorld -> integratie alle Google web apps?

AUGMENTED REALITY

Augmented Reality

Hier en nu

Sterker leer-effect

Everything is miscellaneous (fysiek + digitaal!)

Fysieke activiteit

Duurzaamheid (cradle-2-cradle)

Andere emotionele binding

Meer sociaal-relationele kijk

Meer historische kijk

Meer zicht op proces

Augmented Reality

Verwante technologieën:

RFID en codes

GPS

Zoekmachine

Pratende objecten met (sociale) historie

Eigendom en structuur minder belangrijk

Alles is continu beschikbaar (mensen en objecten)

Aanbevelingen voor alles (Magitti)

Digitale overlay bij fysieke producten in realiteit

Digitale overlay bij digitale producten in realiteit

MOGI / Japan

METAVERSE

ROADMAP

2007 – 2016

“ The same way computer games split between themed (most), casual (many) and nondirective (a few) games, virtual worlds may split accordingly”

“ Smart 3G cell phones which are capable of streaming location based audio, images, and minor video to mobile users will be the next major breakthrough in mirror worlds”

“ Local community members looking at all this geo-data will see new potentials for alliances, co-branding of events, continually reshaping the local virtual real estate”

1) Educational and historical information for the landmarks you are passing

2) Highly local, up to the minute news, politics, weather, and traffic

3) Reviews on local restaurants, shopping and entertainment events as you are passing them

4) On the navigation and cell phone screen, location-based advertisements can pop up

CARS

“ Store owners will be able to update their ads in real-time from web interfaces, using their own automated and manual systems. Such ads are likely to create commercial and civic institution-driven flash mobs increasingly in coming years”

“ The Metaverse will accelerate the transition to a knowledge economy where the creativity of individuals and groups become a much more important form of capital. It is a platform for self-discovery, identity, learning, MIY and intrinsic motivation”

“ Metaverse Operating System Protocols emerge -> interfaces between different virtual worlds ; just like Google’s OpenSocial initiative for 2D social networks”