Sustainable Event Production in Second Life®


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Positive recurring events attract positive recurring attention. This presentation reviews necessary conditions for event production sustainability in the context of successful Second Life® virtual environment projects using case study data to illustrate its points.

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Sustainable Event Production in Second Life®

  1. 1. Sustainable Event Production in Second Life Sitearm Madonna Siterma Consultants and Expeditors Second Life Virtual Worlds Projects Siterma 1
  2. 2. Sitearm Madonna • Resident in Second Life since October 2005 – Came from “city building game” online community – Goals focus on building a strong economy and high quality of life • Primary SL portfolio: Dublin in SL, USC Center for Public Diplomacy, Diegoland – Consulting and Project Management • Pre-SL Background – Education in Physics, Systems Engineering – Work experience in Corporate Information Technology, Entrepreneurial Organization Development Siterma 2
  3. 3. Agenda • Introduction • Concept of sustainability • Importance of recurring events to sustainability • Factors of producing successful events in Second Life • Event Production in Virtual Reality • Case Study Examples • Summary Siterma 3
  4. 4. Sustainability • Sustainability means longevity – Jericho – Oldest continuously inhabited city on earth – Greek Alphabet – Oldest alphabetic script in continuous use today – See: Metaverse Messenger 01-16-2007 – Or Google: “sustainable design” Siterma 4
  5. 5. Necessary Conditions for Sustainable Event Production • Recurring events – Continuous repeat attendance (“Regulars”) – Continuous new attendance • Impeccable Production Logistics – Trained staff – Pre-event publicity – During-event high production values – After-event publicity Siterma 5
  6. 6. Recurring Events • Attention is the currency of commerce – Interchange of ideas, opinions, sentiments, information, products, services and funding • Events attract attention • One-time events attract one-time attention • Recurring events attract recurring attention Siterma 6
  7. 7. Events / Attention / Sustainability Events Attention Recurring Events Recurring Attention Cumulative Growth Cumulative Growth In in Interest Awareness and Support Critical Mass Of Stability / Sustainability Sustained Support Siterma 7
  8. 8. Production Logistics • The better the logistics, the better the event – The better the event, the higher the repeat attendance – The higher the repeat attendance, the more sustainable the sim • The event planner has production logistics areas to influence event success: – Pre-event publicity – During-event production – Post-event publicity • The Event Planner Creed: – “When the logistics are impeccable, the event is transformational” • Logistics: the science and art of managing a flow through a network • Impeccable: flawless, complete • Transformational: life changing Siterma 8
  9. 9. Publicity / Production Event Feedback Cycle Pre-Event During-Event Attraction Attendance Publicity Production Repeat Attendance Post-Event Word of Good Publicity Mouth Time? The event planner has three The event audience determines production logistics areas to actual and recurring attendance positively influence attraction and attendance. Siterma 9
  10. 10. Necessary Conditions for Sustainable Event Production • Planning – Audience analysis – Event types, benefits, limits – Clear goals and measures of success – Committed funding of operating costs – Measures and feedback used to fine-tune planning • Staff – Host staff trained in the theme of the event and managing the energy and tone of the event (audience interaction) – Production staff trained in managing the logistics of before, during, and after event production • Talent – Presenters, performers skilled in their arts and reliable in showing up Siterma 10
  11. 11. Planning - Audience Analysis • Who are you trying to reach – Circumstances: current location, skills, experience, knowledge – Desires: current goals, incentives, needs • What shift in attitude and behavior are you trying to accomplish – Attitude: mindset, pre-existing world view, pre- existing assumptions about “how it is” – Behavior: actions subsequent to the event, what they tell others, what they do differently in the future as a result of having attended the event Siterma 11
  12. 12. Example - Audience Analysis • You own an insurance company operating in the UK • Example attitudes to try to shift: – I’m young I don’t need insurance – Insurance is a rip off – Insurance is too confusing • Example behaviors to try to shift: – Why yes I shall buy your policy – This is wonderful I can’t wait to tell my friend Shirley – I shan’t buy your policy now but you’ve made me realize I need to get one soon Siterma 12
  13. 13. Event Production In Virtual Reality Benefits • Convincingly Present – “High Tech High Touch” – Immersive / Interactive / Intuitive – Exceeds web sites, chat rooms, web cams, blogs, voice and video conferences • Long Distance – Operate from convenient locations – Eliminate or reduce travel cost and time – Find and work with many more people worldwide than otherwise possible • Safety Siterma 13
  14. 14. Event Production In Virtual Reality Types of Events • One to One • Free Form • One to Many • Moderated • Many to Many – Glenn’s Rule of Six: When you have six or • Real World more people in a • In World group, you will have at • Mixed least two different conversations • Scheduled • Recurring • Impromptu • One-Time Siterma 14
  15. 15. Event Production In Virtual Reality Limits • Participant Prerequisites – Fast Internet Connection – Computer with Good Graphics – Computer Fluency • Platform Constraints – Limit on Max Avatars Per Sim – Platform Reliability and Performance • Media Constraints – What can (and can not) be transmitted and experienced long distance – Sight, Sound – Yes; Touch, Smell, Taste – No – Inspiration – Yes; Bodily Fluids - No Siterma 15
  16. 16. Case Study Examples Dublin in SL iCommons in SL • Hostess Training Track • Goals and Measures Analysis – Ability to consistently train new – Especially required for a first-ever hostesses as experienced event hostesses move on • Pre-event Publicity • Logistics Checklists – Three-day event required three – Required to continuously produce weeks advance promotion high-quality events hosted by – Detailed daily program and many different staff multiple event posting • Logistics Checklists • Post-event Publicity – Record showing pictures, captions, and providing links to media articles – To provide a reference for planning next year’s conference Siterma 16
  17. 17. Dublin in SL - Bedford Simulcast Hostess coordinates with Guests, Performer, and Live Venue Sound Tech Siterma 17
  18. 18. Dublin in SL - Hostess Training • Barmaid/Barman – Take barmaid training – Work impromptu hours – Receive tips • Social Events Certified Hostess/Host – Take hostess training – Work scheduled events (five as trainee, five solo) – Receive fees and tips • Live Music Events Certified Hostess/Host – Take live music production training – Work scheduled hours (five as trainee, five solo) – Receive fees and tips • Pay and responsibility increase with training and experience Siterma 18
  19. 19. Dublin in SL – Hostess Training • Basic Hostessing Topics – Guest Greeting – Event Announcements – Attendance Reports – Griefer Management • Advanced Hostessing Topics – Event Energy Management – Stream Coordination With Performer – Simulcast Coordination With Live Venue • Staff Services to Other Sim Projects – Learning and working with other sim themes Siterma 19
  20. 20. Dublin in SL – Logistics Checklists • Job Descriptions – Team Leader – Hostess Scheduler – Entertainment Scheduler – Shift Leader – Event Producer – Event Poster – Weekly Ad and Event Schedule Signage • Checklists – Social Events – Live Music Events – Special Events Siterma 20
  21. 21. iCommons in SL – Pre-Publicity “Curiosity Ad” printed three weeks in advance to attract the attention of potential attendees. Siterma 21
  22. 22. iCommons in SL – Goals and Measures Analysis • Event: – iCommons Summit 2007 (iSummit 2007) – 15-17 June, Dubrovnik, Croatia, Real World – 15-17 June, Ilha de Intercambio, Second Life, Virtual Reality • Purpose: To create a parallel iCommons Summit 2007 conference in virtual reality in Second Life • Indicators of Success: – Mixing the Two Worlds (Real and Virtual) – Reaching More People via Second Life – More Awareness and Use of Broad Sharing Vision, Principles and Methodologies – Successful SL Conference Experience for iCommons and USC Siterma 22
  23. 23. iCommons in SL – Logistics Checklists • Draft online work space products during early planning – iCommons In World Critical Path Preparation Schedule – iCommons In Second Live Equipment List For Dubrovnik – iCommons In World Conference Schedule • Final logistics products – iCommons Summit 2007 in Second Life Event Post Formats (20 individual posts) – ICommons Hostess schedule (5 live keynote, 6 live music, 5 live dj) Siterma 23
  24. 24. iCommons in SL – Post-event Publicity • iCommons Summit 2007 in Second Life Online Reference Page for Media and Attendees – Used for press-releases to media two and one week before event – Used for live updated program schedule during event • iCommons Summit 2007 in Second Life Event Pictures – Used for media feature articles after event – Available to be used for planning next year’s event Siterma 24
  25. 25. iCommons in SL – Post-Publicity Janford Flax in iCommons in Second Life watches business partner and spouse, John Buckman, in Siterma 25 iCommons in Real Life.
  26. 26. Summary • Sustainability means “longevity” – Recurring events are necessary for sustainability – Recurring events lead to cumulative growth in attendance, interest, and support for your projects • Follow the Event Planner Creed – “When the logistics are impeccable, the event is transformational” – Trained Staff (Job Descriptions, Event Checklists) – Production Logistics (Pre-event publicity, During- event production, Post-event publicity) Siterma 26
  27. 27. Thank You! • More Information: - Sustainability Design Info Vote for WEB-261! Siterma 27