This document discusses sustainable event production in Second Life virtual worlds. It argues that recurring events are necessary for sustainability because they attract recurring attention and lead to cumulative growth in interest and support. Impeccable production logistics are also important, including pre-event publicity, well-trained staff to manage events, and post-event publicity. Case studies of successful virtual events in Dublin in SL and iCommons in SL demonstrate how to conduct audience analysis, use checklists to manage logistics, and implement feedback cycles to continually improve events.

1. Siterma 1
Sustainable Event Production in
Second Life
Sitearm Madonna
sitearm@gmail.com
www.siterma.com
Siterma Consultants and Expeditors
Second Life Virtual Worlds Projects

2. Siterma 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

3. Siterma 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

4. Siterma 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”

5. Siterma 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

6. Siterma 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

7. Siterma 7
Events / Attention / Sustainability
Attention
Events
Recurring Attention
Recurring Events
Cumulative Growth
in Interest
Cumulative Growth In
Awareness and Support
Stability / Sustainability
Critical Mass Of
Sustained Support

8. Siterma 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

9. Siterma 9
Publicity / Production Event
Feedback Cycle
Pre-Event
Publicity
Attraction Attendance
During-Event
Production
Good
Time?
Post-Event
Publicity
The event planner has three
production logistics areas to
positively influence attraction and
attendance.
Word of
Mouth
Repeat
Attendance
The event audience determines
actual and recurring attendance

10. Siterma 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

11. Siterma 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

12. Siterma 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

13. Siterma 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

14. Siterma 14
Event Production In Virtual Reality
Types of Events
• One to One
• One to Many
• Many to Many
• Real World
• In World
• Mixed
• Scheduled
• Impromptu
• Free Form
• Moderated
– Glenn’s Rule of Six:
When you have six or
more people in a
group, you will have at
least two different
conversations
• Recurring
• One-Time

15. Siterma 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

16. Siterma 16
Case Study Examples
Dublin in SL
• Hostess Training Track
– Ability to consistently train new
hostesses as experienced
hostesses move on
• Logistics Checklists
– Required to continuously produce
high-quality events hosted by
many different staff
iCommons in SL
• Goals and Measures Analysis
– Especially required for a first-ever
event
• Pre-event Publicity
– Three-day event required three
weeks advance promotion
– Detailed daily program and
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

17. Siterma 17
Dublin in SL - Bedford Simulcast
Hostess coordinates with Guests, Performer, and
Live Venue Sound Tech

18. Siterma 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

19. Siterma 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

20. Siterma 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

21. Siterma 21
iCommons in SL – Pre-Publicity
“Curiosity Ad” printed three weeks in advance
to attract the attention of potential attendees.

22. Siterma 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

23. Siterma 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)

24. Siterma 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

25. Siterma 25
iCommons in SL – Post-Publicity
Jan Hanford in iCommons in Second Life watches
business partner and spouse, John Buckman, in
iCommons in Real Life.

26. Siterma 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)

27. Siterma 27
Thank You!
• More Information:
www.siterma.com - Sustainability Design Info
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