Zonta Area 3&4 2009 Spring Workshop

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Zonta Area 3&4 2009 Spring Workshop

  1. 1. Integrated Media: Networked Communication & Collaboration Presented to: Zonta International Ver 5LM April 15 2009
  2. 2. Presentation Goals <ul><li>Why are we here? </li></ul><ul><ul><li>Who is Moderne Communications, Inc? </li></ul></ul><ul><ul><li>Identify communication opportunities and benefits. </li></ul></ul><ul><ul><li>Highlight capabilities of social media & virtual worlds. </li></ul></ul><ul><ul><li>Propose practical applications of integrated concepts. </li></ul></ul>
  3. 3. Who We Are <ul><li>Moderne Communications </li></ul><ul><ul><li>Parent company of Moderne Interactive </li></ul></ul><ul><ul><li>Over 20 years of effective consumer engagement and brand promotion programs </li></ul></ul><ul><ul><li>2008 Top 100 Event Agencies ( Event Marketer Magazine) </li></ul></ul><ul><li>Moderne Interactive </li></ul><ul><ul><li>Digital, Social Networking, and Virtual Worlds agency </li></ul></ul><ul><ul><li>Multi-role experience in Second Life with governments, consumer brands and marketing/promotions programs </li></ul></ul><ul><ul><li>Strong understanding of effective communications </li></ul></ul>
  4. 4. Why Second Life <ul><li>Benefits of using the SL Platform </li></ul><ul><ul><li>Cost effective (verse proprietary 3D engines) </li></ul></ul><ul><ul><ul><li>Cheaper to develop & distribute </li></ul></ul></ul><ul><ul><ul><li>Other engine development measured in years vs weeks/months in SL </li></ul></ul></ul><ul><ul><li>Accessible </li></ul></ul><ul><ul><ul><li>Second Life is a simple download </li></ul></ul></ul><ul><ul><ul><li>Low end minimum requirements </li></ul></ul></ul><ul><ul><ul><li>Network Safe </li></ul></ul></ul><ul><ul><li>Dynamic </li></ul></ul><ul><ul><ul><li>Content can be created & altered on-demand </li></ul></ul></ul><ul><ul><ul><li>Interoperability with Private Virtual Worlds of similar platform (Beta) </li></ul></ul></ul><ul><ul><li>Experiential / Memorable </li></ul></ul><ul><ul><ul><li>Participants experience your content, not just read it. </li></ul></ul></ul>
  5. 5. About Second Life <ul><li>Free 3D online virtual world </li></ul><ul><ul><li>>15 Million registered members </li></ul></ul><ul><ul><li>1.5 Million in last 60 days </li></ul></ul><ul><ul><li>75k to 80k concurrent connections </li></ul></ul><ul><ul><li>Avg Age 32 – 60/40 Male - Female </li></ul></ul><ul><ul><li>Launched by Linden Lab in 2003 </li></ul></ul><ul><ul><ul><li>Most content created by residents and developers </li></ul></ul></ul><ul><ul><ul><li>Linden Lab provides the platform </li></ul></ul></ul><ul><ul><ul><li>Virtual real estate divided by regions or simulators - “sims” </li></ul></ul></ul><ul><ul><li>Second Life can be used as a tool for memorable and emotional experiences that make deeper connections with audiences. </li></ul></ul>
  6. 6. SL Region Media Support <ul><li>Content & Media </li></ul><ul><ul><li>Region(s) contain collateral & focus. </li></ul></ul><ul><ul><ul><ul><li>Streaming live Media via Parcel Audio Channel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Display / Poster Art </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Help Kiosks & Displays </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Teleport Maps </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Quicktime / Youtube video </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Interactive Devices – Virtual experiences with content </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E.g. - Fire Fighting </li></ul></ul></ul></ul></ul>
  7. 7. Virtual World Access Control <ul><li>Open / Closed Region </li></ul><ul><ul><li>Registration, Group, & General Access (permission based) </li></ul></ul><ul><ul><ul><li>External Focus = Global Access </li></ul></ul></ul><ul><ul><ul><ul><li>Recruitment / Awareness Push </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Career Experiences </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Promotional Marketing </li></ul></ul></ul></ul><ul><ul><ul><li>Internal Focus = Restricted Access </li></ul></ul></ul><ul><ul><ul><ul><li>Collaborative Environments & Evaluations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Secure Training </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Internal cost-saving events (reduced travel) </li></ul></ul></ul></ul><ul><ul><li>Security </li></ul></ul><ul><ul><ul><li>Moderated & secure environments prevent issues </li></ul></ul></ul>
  8. 8. Client Highlights <ul><li>Ontario Government </li></ul><ul><ul><li>OPS Careers </li></ul></ul><ul><ul><ul><li>Online Job Fair & Career Simulation </li></ul></ul></ul><ul><ul><li>Digital Ontario Island </li></ul></ul><ul><ul><ul><li>Government Broadband Policy Consultation </li></ul></ul></ul><ul><li>Adobe Systems, Inc </li></ul><ul><ul><li>Software Title Promotion & Evangelist Events </li></ul></ul><ul><li>Nestle </li></ul><ul><ul><li>Nesquik Brand Personification (Nesquik Bunny) </li></ul></ul><ul><li>World Bank / IFC </li></ul><ul><ul><li>Multi-Region & Web-casted Informational Conference </li></ul></ul><ul><li>TMP Worldwide </li></ul><ul><ul><li>Media campaigns in support of recruitment programs </li></ul></ul>Case Studies available at http://www.modernecommunications.com/case-studies/
  9. 9. Project Showcase: Ontario MGS
  10. 10. Project Showcase: Ontario MGS
  11. 11. Project Showcase: Adobe Systems, Inc <ul><li>Adobe eLearning Island </li></ul><ul><ul><li>Software Launches </li></ul></ul><ul><ul><ul><li>Captivate 8 </li></ul></ul></ul><ul><ul><ul><li>Director 11.5 </li></ul></ul></ul><ul><ul><li>User Communities Built </li></ul></ul><ul><ul><ul><li>Adobe enthusiasts </li></ul></ul></ul><ul><ul><ul><li>eLearning theme & content focus </li></ul></ul></ul><ul><ul><li>Community Meeting Points </li></ul></ul><ul><ul><ul><li>Title tutorials & discussions </li></ul></ul></ul><ul><ul><ul><li>Software trial offers </li></ul></ul></ul>
  12. 12. Second Life: Hiring Case <ul><li>How I got hired by Amazon.com </li></ul><ul><ul><li>Simone Brunozzi, a 30 year old guy from Italy </li></ul></ul><ul><ul><li>Attended an virtual career fair in Second Life – Nov 2007 </li></ul></ul><ul><ul><li>Digitally met Jennifer – HR Rep from Amazon.com in Seattle, WA </li></ul></ul><ul><ul><ul><li>Submitted Resume & LinkedIN Profile </li></ul></ul></ul><ul><ul><li>May 2008 - Hired: </li></ul></ul><ul><ul><ul><li>Technology Evangelist for Amazon Web Services in Europe! </li></ul></ul></ul>
  13. 13. IBM Case Study: Second Life <ul><li>Linden Lab / IBM Partnership </li></ul><ul><ul><li>IBM Academy of Technology </li></ul></ul><ul><ul><ul><li>Virtual Conference & Meetings </li></ul></ul></ul><ul><ul><ul><ul><li>16 Virtual Regions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>200+ Participants </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Diverse IBM groups from multiple real world locations </li></ul></ul></ul></ul>*The complete IBM case study is available here.
  14. 14. IBM Case Study: Second Life <ul><li>In their own words: </li></ul>The complete IBM case study is available here. “ It would have been difficult for many participants to take time off to attend a live event.” Neil Katz, IBM Distinguished Engineer, Academy of Technology Member “ We truly felt as if we had attended a real-time meeting, interacting with others and carrying home practical information.” Craig Becker, Global Architect, IBM Digital Convergence “ Achieving that kind of relaxed conversation in that large of a group was a powerful thing.” Joanne Martin, President, IBM Academy of Technology “ The meeting in Second Life was everything that you could do at a traditional conference –and more-at one fifth the cost and without a single case of jet lag.” Joanne Martin, President, IBM Academy of Technology
  15. 15. Tools & Technology <ul><ul><li>Traditional Media </li></ul></ul><ul><ul><ul><li>Print, TV, Radio, Out-of-Home </li></ul></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><ul><li>Facebook, Myspace, LinkedIN </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Second Life </li></ul></ul></ul><ul><ul><ul><li>Blogs & discussion forums </li></ul></ul></ul><ul><ul><li>Measurement Tools </li></ul></ul><ul><ul><ul><li>Direct feedback </li></ul></ul></ul><ul><ul><ul><li>Web analytics </li></ul></ul></ul><ul><ul><ul><li>Physical code-redemption </li></ul></ul></ul><ul><ul><ul><li>Custom data points </li></ul></ul></ul><ul><ul><li>Communication Tools </li></ul></ul><ul><ul><ul><li>Adobe Connect </li></ul></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul>
  16. 16. YouTube <ul><li>Video sharing website </li></ul><ul><ul><li>Created by former PayPal employees – Feb 2005 </li></ul></ul><ul><ul><li>Users can upload, view, and share clips </li></ul></ul><ul><ul><li>150k to 200k videos uploaded per month* </li></ul></ul><ul><ul><ul><li>Project Sharing </li></ul></ul></ul><ul><ul><ul><li>“ Being Heard” </li></ul></ul></ul><ul><ul><ul><li>Promotional / Grant exposure </li></ul></ul></ul><ul><ul><li>Total Watch Time 2006: 9,305 years! </li></ul></ul>Source
  17. 17. Facebook <ul><li>Launched in Feb 2004 </li></ul><ul><ul><li>Created by Harvard undergrad students </li></ul></ul><ul><ul><li>Alternative to traditional student directories </li></ul></ul><ul><ul><li>Spread via Word-of-Mouth </li></ul></ul><ul><ul><li>200+ Million Members </li></ul></ul><ul><ul><li>Context: Facebook Groups </li></ul></ul><ul><ul><ul><li>Organization clouds formed on Facebook </li></ul></ul></ul><ul><ul><ul><li>Private groups </li></ul></ul></ul><ul><ul><ul><ul><li>Status updates </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Work discussions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Engages & strengthens teams </li></ul></ul></ul></ul><ul><ul><li>Ford Motor Company Facebook Group </li></ul></ul>
  18. 18. Linked In <ul><li>Relationship Management </li></ul><ul><ul><li>Business-oriented social networking site </li></ul></ul><ul><ul><ul><li>Founded in Dec 2002 </li></ul></ul></ul><ul><ul><ul><li>Feb 2009: </li></ul></ul></ul><ul><ul><ul><ul><li>35 Million global users </li></ul></ul></ul></ul><ul><ul><ul><ul><li>170 Industries </li></ul></ul></ul></ul><ul><ul><ul><li>Professional networking </li></ul></ul></ul><ul><ul><ul><li>Business opportunities </li></ul></ul></ul><ul><ul><ul><li>Career search & post </li></ul></ul></ul>
  19. 19. Twitter <ul><li>Short Message Service </li></ul><ul><ul><li>Twitter is a free social messaging utility for staying connected in real-time. </li></ul></ul><ul><ul><li>Instant updates from web or mobile device </li></ul></ul><ul><ul><ul><li>SMS or Mobile Web </li></ul></ul></ul><ul><ul><ul><li>RSS Feed – bi-directional </li></ul></ul></ul>
  20. 20. Other Social Media
  21. 21. Adobe Connect Pro <ul><li>Online meeting & collaboration tool: </li></ul><ul><ul><li>Screen / Application sharing </li></ul></ul><ul><ul><li>Video Enabled </li></ul></ul><ul><ul><li>Telephone Conferencing </li></ul></ul><ul><ul><li>URL launch – browser plugin </li></ul></ul><ul><ul><li>Enables group chat </li></ul></ul>
  22. 22. Google Analytics <ul><li>Standardized Web Metrics </li></ul><ul><ul><li>Service offered by Google </li></ul></ul><ul><ul><ul><li>Detailed visitor & trend tracking </li></ul></ul></ul><ul><ul><ul><li>Keyword and search phrase intelligence </li></ul></ul></ul><ul><ul><ul><li>Key insight into web site visitors </li></ul></ul></ul><ul><ul><ul><li>Used to monitor paid ad performance </li></ul></ul></ul><ul><ul><ul><li>Intuitive dashboard interface </li></ul></ul></ul>
  23. 23. Fund Raising for Non-Profits <ul><li>Relay for Life </li></ul><ul><ul><li>American Cancer Society </li></ul></ul><ul><ul><li>4 Years in Second Life </li></ul></ul><ul><ul><ul><li>Widespread donation kiosks </li></ul></ul></ul><ul><ul><ul><li>Special events </li></ul></ul></ul><ul><ul><li>Raised: </li></ul></ul><ul><ul><ul><li>2005: $5,000 USD </li></ul></ul></ul><ul><ul><ul><li>2007:$118,000 USD * </li></ul></ul></ul><ul><li>Charity : Water </li></ul><ul><ul><ul><li>Non-Profit Drilling </li></ul></ul></ul><ul><ul><ul><li>Clean water to developing nations </li></ul></ul></ul><ul><ul><ul><li>Twestival – Integrated Social Media </li></ul></ul></ul>Source
  24. 24. Integrated Approaches: Twestival <ul><li>Twitter / Second Life / Internet / New York City </li></ul><ul><ul><li>February 12th, 2009 7:30pm - 10:30pm EST </li></ul></ul><ul><ul><ul><li>Real World event at M:2 Café NYC </li></ul></ul></ul><ul><ul><ul><li>Virtual Event in Second Life – Live media from NYC </li></ul></ul></ul><ul><ul><ul><li>Twitter Stream </li></ul></ul></ul><ul><ul><ul><ul><li>Event participants used twitter to network at event in NYC and with Digital Citizens – globally – in real time . </li></ul></ul></ul></ul>
  25. 25. Social Media Concepts <ul><li>Using Virtual Worlds & Social Media to target: </li></ul><ul><ul><li>Citizens </li></ul></ul><ul><ul><ul><li>Digital Citizens </li></ul></ul></ul><ul><ul><ul><ul><li>Professionals </li></ul></ul></ul></ul><ul><li>Terms of Reference </li></ul><ul><ul><li>Interactive Media </li></ul></ul><ul><ul><ul><li>Search Ad + Banner Ad + YouTube Video </li></ul></ul></ul><ul><ul><li>Traditional Media </li></ul></ul><ul><ul><ul><li>Newspaper Ad + Information Telephone Line + Event </li></ul></ul></ul><ul><ul><li>Integrated Media </li></ul></ul><ul><ul><ul><li>Virtual World + Newspaper Ad + Google Ad + Blog </li></ul></ul></ul>
  26. 26. Context: Targeting <ul><li>How do we target professionals in Vancouver? </li></ul><ul><ul><li>Web Spaces </li></ul></ul><ul><ul><ul><li>Craigslist – City specific ( http://vancouver.en.craigslist.ca/ ) </li></ul></ul></ul><ul><ul><ul><li>Paid adverts on context specific websites </li></ul></ul></ul><ul><ul><li>Traditional Marketing Vehicles </li></ul></ul><ul><ul><ul><li>PR Campaign to inform local Media </li></ul></ul></ul><ul><ul><ul><li>Paid Print Advertisements (e.g. – Local Newspapers, Posters, etc) </li></ul></ul></ul><ul><ul><ul><li>Awareness / Action campaigns via Radio & TV </li></ul></ul></ul><ul><ul><ul><li>Billboard Prompts </li></ul></ul></ul><ul><li>Messaging initiatives direct participants to virtual world & social network touch points </li></ul>
  27. 27. Traditional Approaches <ul><li>Event & Traditional Media </li></ul><ul><ul><li>When used alone, traditional media remains top-of-mind for only a short period of time. </li></ul></ul><ul><ul><ul><li>Traditional Media </li></ul></ul></ul><ul><ul><ul><ul><li>Easily dismissed or ignored </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Message is lost in the clutter </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Stand-alone Events </li></ul></ul></ul><ul><ul><ul><ul><li>Out-of-Home </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Not attended by all citizen segments </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Little post-event consultation beyond print distribution </li></ul></ul></ul></ul></ul>
  28. 28. Integrated Consultation <ul><li>How might a virtual world program be used by Zonta International? </li></ul><ul><ul><li>Global advocacy through presentation & interaction. </li></ul></ul><ul><ul><ul><li>Public mission statement awareness </li></ul></ul></ul><ul><ul><ul><li>Virtual presence featuring role-play simulation of woman advocacy </li></ul></ul></ul><ul><ul><ul><li>Visual & emotional environments </li></ul></ul></ul><ul><ul><ul><li>Regular events & scenarios with observers </li></ul></ul></ul><ul><ul><ul><li>Call-to-action initiatives / feedback & discussion groups </li></ul></ul></ul><ul><ul><li>Integration </li></ul></ul><ul><ul><ul><li>Social media websites drive participation & registration </li></ul></ul></ul><ul><ul><ul><li>PR Campaign – Media </li></ul></ul></ul><ul><ul><ul><li>Local media mix </li></ul></ul></ul>
  29. 29. Integration <ul><li>Proposed Communication Loop </li></ul>
  30. 30. Barriers – Social Media <ul><li>Social & Technological Barriers </li></ul><ul><ul><li>High speed internet access </li></ul></ul><ul><ul><ul><li>Social media & virtual worlds require bandwidth </li></ul></ul></ul><ul><ul><li>Computer resources </li></ul></ul><ul><ul><ul><li>Low end computers lack graphic processor power </li></ul></ul></ul><ul><ul><li>Service awareness </li></ul></ul><ul><ul><ul><li>The internet is a big place </li></ul></ul></ul><ul><ul><ul><li>Users have comfort zones </li></ul></ul></ul><ul><ul><li>Intuitiveness </li></ul></ul><ul><ul><ul><li>Some platforms / processes can be difficult to navigate </li></ul></ul></ul>
  31. 31. Barrier Breakers <ul><li>Overcoming Barriers </li></ul><ul><ul><li>High speed internet access </li></ul></ul><ul><ul><ul><li>Availability on the rise </li></ul></ul></ul><ul><ul><li>Computer resources </li></ul></ul><ul><ul><ul><li>Hardware prices falling </li></ul></ul></ul><ul><ul><li>Service awareness </li></ul></ul><ul><ul><ul><li>Target audiences where they live, work, & play </li></ul></ul></ul><ul><ul><ul><li>Go to the user comfort zone </li></ul></ul></ul><ul><ul><li>Intuitiveness </li></ul></ul><ul><ul><ul><li>Technology is evolving – becoming easier to use </li></ul></ul></ul><ul><ul><ul><li>Proper training prevents bad experiences </li></ul></ul></ul>
  32. 32. Communications: Disability - Accessibility <ul><li>Raise Awareness / Provide Services </li></ul><ul><ul><li>Consult the public regarding availability and type of services </li></ul></ul><ul><ul><li>Content in multiple languages </li></ul></ul><ul><ul><li>Example Methodology </li></ul></ul><ul><ul><ul><li>Virtual World Centerpiece </li></ul></ul></ul><ul><ul><ul><ul><li>Showcases efforts & related content: Ask for feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Targeted group discussion events </li></ul></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><ul><li>Official blog to set context and provide feedback vehicle </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Twitter stream to provide dynamic content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Paid Google / Yahoo advertisements </li></ul></ul></ul></ul><ul><ul><ul><li>Traditional Media </li></ul></ul></ul><ul><ul><ul><ul><li>Push/Pull citizens to online initiatives </li></ul></ul></ul></ul><ul><ul><ul><ul><li>via print-tv-radio advertisements </li></ul></ul></ul></ul>
  33. 33. Virtual Training Simulations <ul><li>Utilizing Virtual Worlds for Real World Training </li></ul><ul><ul><li>Use of SL technologies to facilitate training </li></ul></ul><ul><ul><ul><li>Role Play Training </li></ul></ul></ul><ul><ul><ul><ul><li>Trainee is placed in dynamic situations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Instructor / Evaluator </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Actors in unscripted environment </li></ul></ul></ul></ul><ul><ul><li>Process Experience </li></ul></ul><ul><ul><ul><li>Participant ‘walk-thru’ of work process </li></ul></ul></ul><ul><ul><ul><li>Visual and interactive cues (touch / progress) </li></ul></ul></ul><ul><ul><li>Advanced object scripting to facilitate ‘game’ environments based on work tasks. </li></ul></ul>
  34. 34. Metric Example <ul><li>System Metrics </li></ul><ul><ul><ul><li>Visitor traffic </li></ul></ul></ul><ul><ul><ul><li>Avatar geo-location </li></ul></ul></ul><ul><ul><ul><li>Returning visitors </li></ul></ul></ul><ul><ul><ul><li>Popular locations </li></ul></ul></ul><ul><ul><ul><li>Avatar age & profile info </li></ul></ul></ul><ul><ul><ul><li>Language preferences </li></ul></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Blogs set context </li></ul></ul></ul><ul><ul><ul><ul><li>Feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>… and more. </li></ul></ul></ul></ul>
  35. 35. Second Life Tour & Q/A <ul><li>Second Life Tour </li></ul><ul><ul><ul><li>Ontario Islands in Second Life </li></ul></ul></ul><ul><ul><ul><li>Adobe eLearning Island </li></ul></ul></ul><ul><ul><ul><li>Charity: Water </li></ul></ul></ul><ul><li>Questions & Answers </li></ul>
  36. 36. Contact <ul><li>Louis Mourelatos , </li></ul><ul><li>Vice President – New York </li></ul><ul><li>Office: (516) 765. 0836 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Second Life: Evis Blackflag </li></ul><ul><li>Twitter: LouModerne </li></ul>

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