The document discusses how companies can effectively market and advertise in virtual worlds. It notes that over 80 million people actively participate in virtual worlds each month. The author argues that a presence in virtual worlds will become critical for businesses as more people spend time and have social experiences in these spaces. The document provides advice on how to avoid common mistakes made by early virtual world advertisers, and emphasizes the importance of engaging residents through in-world activities and experiences that keep them within the virtual world, rather than just linking to external websites. It also highlights how interactions, user behavior and interests can be measured and connected to existing business data systems to gain insights.

1. Making Sense of Business in Virtual Worlds Metaverse Marketing Games and Virtual Worlds in Product Promotion Berlin, den 6.11.2007

2. Welcome to Berlin ;)

3. Sebastian Küpers

4. Chief Creative Officer

5. The Otherland Group

6. Full-Service Agency for Virtual Worlds

7. Play World of Warcraft since 2005

8. Resident of Second Life since 2006

9. 2 Questions:

10. 1. Why should you think about investing in Virtual Worlds?

11. 2. How to do marketing and advertising within a Virtual World?

12. What do we talk about?

13. I am sure you've heard of ...

15. I am sure you've heard of ...

16. I am sure you've heard of ...

17. I am sure you've heard of ...

18. ... and of course ...

20. I am sure you've heard of ...

21. I am sure you've heard of ...

22. I am sure you've heard of ...

23. I am sure you've heard of ...

24. But that are only the „basics“ ....

25. ... it's much more interesting if you have also heard of ...

26. I am sure you've heard of ...

27. I am sure you've heard of ...

28. I am sure you've heard of ...

33. I am sure you've heard of ...

34. I am sure you've heard of ...

35. ... and many many more ...

36. More than 3 dozen Virtual Worlds

37. About 80 Million active Residents within these worlds

38. ... and it still growths ...

39. 10% each month over all VWs

40. in detail:

41. Kids-Worlds and 2.5D Worlds accessible with a Web-Browser grow much faster ATM, than ...

42. ... Client / Server based VW's like Second Life, There, Entropia Universe etc.

43. By the end of 2011, 80 percent of active Internet users (and Fortune 500 enterprises) will have a “second life”, but not necessarily in Second Life, according to Gartner, Inc.

44. They way we use Virtual Worlds will change!

45. Today: Nobody says anymore ...

46. ... I will go into the Internet now ...

47. You say:

48. “ I'll buy me a book on Amazon“

49. “ I'll watch a movie on iTunes“

50. “ I'll tell him, what do do” (via Email)

51. This will change here aswell!

52. You will say:

53. „ I will attend a product presentation“

54. „ I will meet some friends to discuss this or that“

55. „ I will have a look what's new from IKEA this season“

56. Window Snyder, Mozilla Foundation

57. “ Instead of Web sites like we have now, we'll have 3-D representations in the virtual world [..]“

58. “ [..] The browser, though, will have to go through a lot of changes of its own to enable all of this“

59. IBM has shown a solution for browser based access for three different virtual worlds in London last week!

60. IBM has shown a solution for browser based access for three different virtual worlds in London last week!

61. The barriers will be lowered massively

62. The access will be context driven

63. Fact is ...

64. ... more and more people spend several HOURS / MONTH in VWs

65. For example:

66. Facebook: 3 hours / month

67. Second Life: 20-40 hours / month

68. This media usage is substituting ...

69. ... less television

70. ... less other media channels

71. 1. Why should you think about investing in Virtual Worlds?

72. Anwser: Because this channel will gain so much market share, that it becomes business critical ... AND ..

73. ... it offers you ways to communicate with your community ...

74. ... which other channels can't offer ...

75. ... and which will be requested by your community in the near future

76. So what are these possiblities?

77. First: What do the residents?

78. Second: What can I do there?

79. 1. They create a virtual presence

80. Avatar Picture

81. Avatar Picture

82. Avatar Picture

83. Avatar Picture

84. Avatar Picture

85. Compared to Web2.0 ...

86. Avatar Picture

87. Avatar Picture

88. Avatar Picture

89. 2. They communicate with others

91. Compared to Web2.0 ...

93. BUT: in real-time

94. 3. They create content

105. Compared to Web2.0 ...

106. Picture: blogger.com setup a blog

107. Picture: blogger.com setup a blog

108. Picture: blogger.com setup a blog

109. Picture: blogger.com setup a blog

110. 4. They do things together and share a social experience

111. Picture: They go Shopping

112. Picture: They go Dancing

113. Picture: They attend events

114. Picture: They havent romantic moments

115. Picture: They havent romantic moments

116. Compared to Web2.0 ...

117. ???

118. Can we do thing together like this in the web?

119. Example:

120. When you are on any site on Amazon ...

121. ... thousands of others look at this site at the same time aswell ...

122. ... but you don't see them!

123. In a Virtual World you would!

124. You could talk to them!

125. Get direct recommendations

126. You could find new interesting people

127. And why is that possbile?

128. The Avatar brings us not only a virtual presence ...

129. ... but even more you have proximity & distance in an 3D environment!

130. That doesn't exist in the web!

131. So what should YOU do there?

132. First: Don't make the same mistakes, we all have done in the web!

133. Don't just copy an existing model on new medium!

134. Broschures as static webpages in an interactive medium ...

135. ... has been a bad idea!

136. Linking to webpages or just setting up buildings in a 3D enviroment, where everybody is TALKING and DOES things together with others ...

137. ... is bad idea aswell ;)

138. In the web we needed to learn, what is possbile beyond adaption of existing well known models ...

139. ... in Virtual Worlds we need to do this again!

140. Find the approaches your company can realize within a Virtual World, which you couldn't do before. Start experimenting with them!

141. First: What do the residents?

142. Second: What can I do there?

143. 1. Allright, you can setup your virtual presence ... that's o.k. ;)

144. 2. You need to communicate with your community in-world ... ... in REALTIME ... ... FACE TO FACE ...

145. 3. You can give residents something to do ... ... maybe think of „crowdsourcing“ ... ... involve them directly, because they are really there!

146. 4. Provide them possibilities to have shared experience with your brand!

147. Get them involved and be an active part of the communication in-world!

148. How can this look like?

149. First Steps:

150. First Steps:

151. Hype?

152. Hype?

153. Making Sense Of Business in Virtual Worlds Wir verstehen uns als Full-Service Dienstleister im Bereich virtueller Welten, der Maßnahmen messbar macht und in den Kontext einer integrierten Kommunikation stellt.

154. Against the prevalent opinion ...

155. Advertising in Virtual Worlds works!

156. CTRs between 5 and 12 percent

157. BUT:

158. It is important WHAT you advertise

159. Linking to the web is a bad idea!

160. You should keep residents in-world

161. ... and ... provide them a medium specific offer from you company!

162. Advertise your in-world activities!

163. Second Step:

164. In-World Activities?

165. Two examples:

166. Pontiac Case einfügen

167. Pontiac Case einfügen

168. Pontiac Case einfügen

169. Pontiac Case einfügen

170. Pontiac Case einfügen

171. Pontiac Case einfügen

172. Pontiac Case einfügen

173. Pontiac Case einfügen

174. Pontiac Case einfügen

175. Pontiac Case einfügen

176. Pontiac Case einfügen

177. Pontiac Case einfügen

178. What can we learn from this projects?

179. 2. How to do marketing and advertising within a Virtual World?

180. Be part of the communication

181. Give residents something to do

182. Provide them the possibility to have shared social experiences

183. That is, what it's really about in a Virtual World

184. And now I tell you the best ...

185. ... everything is measurable, AND ...

186. ... you can connect this data with existing back-end systems!

188. It's about Analytics

189. It's about API's

190. It's about Targeting

196. You can measure:

197. What have they done at my presence?

198. Which events have they attend?

199. What do they look at?

200. What do they talk about?

201. ... and ...

202. What interests do they have?

203. Let me explain the last point:

204. Let me explain the last point:

205. Let me explain the last point:

206. Let me explain the last point:

207. FAZIT

208. The market is growing!

209. It will become relevant for you!

210. You strategy for Virtual Worlds is similar to you Web2.0 strategy

211. You can have real-time conversations with your community!

212. You can get direct feedback from your Community!

213. You can deepen the relationship by providing shared experiences with your BRAND

214. You can collect all this data and enrich existing SYSTEMS with it

215. Let's make sense of business in virtual worlds now!

216. Thank You !

217. And don't forget your Feedback: feedback.berlin.web2expo.com