The document summarizes a social media workshop covering topics like conversational marketing, communal marketing, virtual worlds like Second Life, and tools for social media marketing. It provides statistics on Second Life like rising user numbers and spending. It also offers tips for using virtual worlds and engaging consumers through open dialogue and transparency.

1. Social Media Workshop
October 18th, 2007
DMA
Chicago
1

2. is a conversational marketing company
specializing in engaging marketing-
weary consumers through the power of
community, dialogue and partnership.
2

3. Some of our client work includes…
3
3

4. 4

5. The Workplace of the Future
5

6. 6

7. WARNING: GEEK ZONE AHEAD
7

8. Energize your
brand with a
bold mix of
alternatives to
traditional
advertising
8

9. A Parallel Universe / Intelligent Life
Yellow Testimonials/
Radio Print
Television Classifieds
Pages Reviews
Social
Auctions
Search
Vodcasting Podcasting Blogs Networking
(eBay)
Gawker/ AdSense
RocketBoom Podshow CraigsList MySpace
Weblogs (Google)
Digg Del.icio.us YouTube FaceBook Flickr Technorati Six Apart
9

10. Communal Marketing: Marketing to and
through the community
• Community is the killer app
• Viral marketing has become the lazy
marketer’s guide to communal marketing
• Letting your consumers do your work for
you…for free…is hardly scaleable or
predictable
– The tide can turn on a dime
10

11. Conversational Tools at your Disposal
• R.S.S.
• Blogs
• Podcasting
• Vodcasting (Vlogging)
• Virtual Worlds (Second Life)
• Wikis
• “DIGG” Aggregators
• Widgets
• Social Networking/Media
– B2B: LinkedIn; Facebook (!)
– B2C: Flickr; Facebook; YouTube
11

12. VIRTUAL WORLDS
12

13. What does Web MARKETING 2.0 looks like?
13

14. How about Web 3.0?
14

15. Setting the Stage
15

16. 16

17. The World of Virtual Worlds
17

18. Second Life Resident Population
18

19. Total Hours Used by All Residents
Year Month Hours Used
2004 August 395,822
2005 August 1,229,792
2006 August 4,535,589
2007 August 23,455,451
19

20. September Spending
260 L = $1.00 USD
20

21. Lindex Virtual Currency Exchange Summary
Month L$ Exchanged US$ Exchanged # Sells # Buys LL L$ Sales LL US$ Sales
September
2005 33,358 $118 20 19 0 $0
August 2006 444,451,150 $1,499,843 10,119 69,027 2,389,282 $8,092
September
2006 481,134,877 $1,726,581 10,588 76,604 20,117,994 $73,511
Aug-07
1,888,122,014 $6,614,057 23,833 206,938 43,287,003 $163,239
21

22. 12noon EST on October 26, 2006
22

23. Coffee with crayon
23

24. 24

25. 25

26. 26

27. 27

28. 28

29. 29

30. 30

31. Virtual Thirst
• Imagine a vending machine, that does not dispense cans of Coke,
but rather an experience; happiness; optimism; the Coke Side of Life
– In Second Life, you can…
• In 1 week “Virtual Thirst” query returns went from 5 to 35,600 results
• Current results = 690,000
31

32. What Makes Virtual Thirst Compelling
• High involvement and interaction within Second Life
centered around:
– Community (Advisory Board)
– Dialogue (Conversation Monitoring)
– Partnership (The “competition”)
• Instead of building a destination, we created a
journey
– A portable brand experience that can be shared, passed
along and enjoyed wherever avatars congregate
32

33. 33

34. It’s time to tap into the 93 colors
34

35. Adventures in Second Life: Tips for Travelers
1. Respect the economy.
2. Respect the community.
3. Ride the long tail.
4. Take an extreme position
(so to speak)
5. SL is not a campaign…
6. Don’t be afraid to
charge people
7. Be an Explorer.
8. It's Ok Not to Know.
35

36. Remember…
• Join the conversation
– Be a catalyst/an enabler
• Don’t just hear….listen…and then respond
– Activate passions
– Encourage…Empower…Reward
• Embrace the 1%
– Influentials/Influencers, Mavens, Connectors
• …that includes other bloggers
• Tattoo the following words to your heart
– Transparency, Open Source, Authenticity,
Disclosure
36

37. Continue the conversation…
www.jaffejuice.com crayonville.com
+1 206 203-3255 crayonville.com/blog
e-mail: jaffe@crayonville.com
37