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Second Life Steve Mulder Business Boom, Bust, or Both?
Unique residents ,[object Object]
Premium residents ,[object Object],1.4% of total registered users
Other population stats ,[object Object],[object Object],[object Object],[object Object],[object Object]
Top countries ,[object Object]
Age and gender ,[object Object]
Money supply ,[object Object],US $13+ million
Amount of virtual land ,[object Object]
In-world entertainment activities
What’s Happening? What’s Working?
Gartner’s hype curve
Major brands in SL by category
PR and Brochureware
 
 
Umm… Why???
 
 
 
 
 
 
 
 
 
Umm… Why???
 
 
 
 
 
 
 
 
 
 
Umm… Why???
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Where are all the people?
If you build it, they will come … just isn’t true in Second Life
 
 
Events
 
 
 
 
 
 
Brand Immersion
 
 
 
 
 
 
Real-World Ecommerce
 
 
 
 
 
 
 
 
 
 
 
Customer Service
 
 
Recruiting
 
 
 
Education and Training
 
 
 
 
 
Training simulators
Collaboration
 
 
Real-World Product Development  and Prototyping
 
 
 
 
 
 
 
 
 
Perfect  Controlled  Useless Second Life  as  walled garden
Second Life  as garden center Portable Sharable Useful!
In-World Products and Services
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Distributed marketing
“ The most successful business people in Second  Life have taken a look at the commercial  landscape and determined where needs exist.  If you are not authentic and do not  offer anything to the community,  you are likely to be ignored.”   Catherine Smith Director of Marketing Linden Labs
ROI of Second Life?
The new market is  DIALOGUE ,  the new currency is  INTERACTION ,  and the exchange rate  is variable, based on  ENGAGEMENT Grace McDunnough
Engagement = Attention + Interaction
 
Attitude toward real-life brands in SL ,[object Object]
Interactions   Longer visits Object interactions Repeat visits Referrals Free takeaways  Purchases
[object Object],[object Object],[object Object],[object Object],[object Object]
Next Steps
Immerse yourself
Establish goals and metrics  before going in-world
Be useful
Treat it like the new Web,  not like a game
Commit to the journey
Other Virtual Worlds
Virtual worlds’ growth forecasts ,[object Object]
[object Object],[object Object]
Thank You Steve Mulder smulder@ molecular.com

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