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Can Branding Work In Second Life®


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2007 to 2008 saw many large companies try to make a Second Life® presence. By the end of 2009, only a few remained. What lessons can be learned, from the things that did not work, to the things that did. Large companies that did succeed will be examined, and unique Second Life selling points compared. As well there will be a look at Second LIfe only brands, and how they have succeeded.

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Can Branding Work In Second Life®

  1. 1. Can Branding Work In Second Life ®? Patrice Cournoyer January 25th, 2010 Solution Provider Exposition Live Presentation And Discussion
  2. 2. Vita <ul><li>Patrice Cournoyer </li></ul><ul><ul><li>Aegean Group, SP Program </li></ul></ul><ul><ul><li>Member, SP Council </li></ul></ul><ul><ul><li>Chair, SP Speaker's Bureau </li></ul></ul><ul><ul><li>Name: &quot;Corn-Oy-Ay&quot; </li></ul></ul>
  3. 3. Issue: Branding in Second Life <ul><li>Decline in presence of brands referenced in Second Life 2007 video: </li></ul><ul><ul><li>17 in 2007 </li></ul></ul><ul><ul><li>Down to four (4) in 2009! </li></ul></ul><ul><li>Examples of 2007 optimism: </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>What have we learned since then? </li></ul>
  4. 4. Learnings <ul><li>1. &quot;Adapt and Survive&quot; </li></ul><ul><ul><li>IBM </li></ul></ul><ul><ul><li>Dell </li></ul></ul><ul><ul><li>Nokia </li></ul></ul>
  5. 5. Learnings <ul><li>2. &quot;Leverage the Second Life Environment&quot; </li></ul><ul><ul><li>I Am Legend: Survival (Warner Brothers) </li></ul></ul><ul><ul><li>The L Word (Showtime) </li></ul></ul><ul><ul><li>Gossip Girl (CW) </li></ul></ul>
  6. 6. Learnings <ul><li>3. &quot;Grassroots Branding&quot; </li></ul><ul><ul><li>Stiletto Moody Shoes, Insolence Lingerie </li></ul></ul><ul><ul><li>Xcite Intimate Accessories </li></ul></ul><ul><ul><li>Kim Anubis, Anshe Chung </li></ul></ul><ul><ul><li>GOHA (Global Online Hockey Association) </li></ul></ul><ul><ul><li>And many more... </li></ul></ul>
  7. 7. Learnings <ul><li>4. &quot;Tools that are needed&quot; </li></ul><ul><ul><li>Metrics </li></ul></ul><ul><ul><li>Standard metric for Second Life viewing </li></ul></ul><ul><ul><li>Mastery of practical application of Second Life's unique selling propositions </li></ul></ul><ul><ul><li>Patrice's Top 3: </li></ul></ul><ul><ul><li>3 Dimensionality for avatars </li></ul></ul><ul><ul><li>Ability to create and modify objects and more </li></ul></ul><ul><ul><li>Social interaction </li></ul></ul>
  8. 8. Where to find out more <ul><ul><li>Speaker's Bureau Blog </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Solution Provider Program </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Next Speaker's Bureau Event </li></ul></ul><ul><ul><li>Monday, February 22 nd , 10am SLT </li></ul></ul><ul><ul><li>Evis Blackflag </li></ul></ul><ul><ul><li>&quot;Government Applications of Second Life&quot; </li></ul></ul>
  9. 9. Thank you! <ul><li>Questions & Discussion </li></ul><ul><li>Can Branding work in Second Life? </li></ul><ul><li> </li></ul><ul><li>A Service of the Linden Lab ® Solution Provider Council </li></ul>