A summary of "The Fairyland of Second Life: Virtual Social Worlds and how to use them" by Andreas Kaplan and Michael Haenlein.

1. Virtual Worlds & Second LifeMKTG 6226 Prepared By: Alison Hoy @AHoy09

2. Virtual Worlds Based on postmodernist concept of hyperrealities “The idea that reality is constructed, and therefore it is possible to construct things that are more real than real” – Venkatesh et al. Existing virtual worlds include:

3. Second Life Founded by Linden Labs in 2003 Over 20 million registered residents, 800,000 actively used Users can construct alternative identities & environments $1 USD = Approx L$265

4. Virtual Worlds vs. Other Social Media Interact with users in real-time Create fully customized virtual self-presentations in avatars Worlds are 3-D versus 2-D

5. Corporate Opportunities Advertising & communications Selling virtual products Market research Human resources Internal process management

6. 5Cs of Success in Virtual Worlds Catch traffic Compensate presence Consider Innovativeness Creating a learning environment Care about avatars

7. Second Life Campaigns Failure:

8. Second Life Campaigns Success:

9. Questions?