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Metaverse, Digital Marketing and the Future of the Web
 

Metaverse, Digital Marketing and the Future of the Web

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A short overview of the Metaverse, the future of the web and digital marketing

A short overview of the Metaverse, the future of the web and digital marketing

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    Metaverse, Digital Marketing and the Future of the Web Metaverse, Digital Marketing and the Future of the Web Presentation Transcript

    • 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 ”
      • &quot;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”
      • Personal avatars used as representatives and attention mediators in communication platforms
      • Real-time
      • fact checking
      • Augmented reality matchmaking/dating and business/professional networking service
      • VISIE
    •  
      • Vragen ?
      • [email_address]
      • www.yuri.typepad.com
      • twitter.com/vangeest
      • 06-14 375 753