Benchmark exploiter le potentiel marketing des univers virtuels


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  • This is a quick overview of Second Life uses by businesses - in the categories of business and business-to-consumer. The following slides provide examples of some of these uses.
  • Second Life is an immersive, 3-dimensional social interaction environment. It has more than 1.5 million active users, with more than 60% of them outside the United States. It’s a digital creation enviornment, created by its users, with more than 500 million objects created. It has a vibrant economy that enables the monetizing of content,with more than $20M USD traded between residents per quarter. There are more than 45,000 individuals and businesses who have created businesses which return revenue in Second Life; while most of them earn very little, a few are making substantial real-world revenue.
  • Second Life has been successful because it is built around three core principles that provide value and enhance the user experience. Tools - All the tools for content creation are available within the Second Life client. They can be used by anyone. While they take some learning, they do not require special skills or knowledge. The scripting language is also accessible from within Second Life, and any object in Second Life can be scripted to create an interactive environment. People are encouraged to collaborate in creating content in Second Life, since content creation happens in real time in front of anyone who’s present. User-owned IP - All intellectual property rights to content are owned by the creator. Linden Lab does not restrict nor take any rights to content in Second Life. Economy - A robust in-world economy, linked to real world currencies through a floating exchange allows the content creator to monetize their intellectual property.
  • Residents tend to fall into 3 categories of use of Second Life: Community. Second Life is a community - or many communities. Avatars provide a visual reference and allow residents to express themselves. Research from Stanford University has indicated that people tend to treat their avatars as if they’re real in the way they interact with social space - men tend to stand further apart than women do, and avatars tend to maintain about the same amount of eye contact as people do. This suggests that people are behaving as if their avatars are an extension of themselves, rather than some exterior element they are manipulating. Most of the time Residents are in Second Life is spent engaging with other people in social settings - from a club to a dance hall to their living room. User-created content. Like the internet, virtually all the content of Second Life is created by residents. In addition, Linden Lab gives all intellectual property rights to the content creator - anything you create, you own and can sell, exchange or give away as you wish. The combination of accessible tools, enabling residents to create content, and an economy provides an enormous engine for content creation. People spend a significant amount of time creating content in Second Life - a recent estimate was almost 4 million hours a month! Collaboration is encouraged by the availability of content tools in Second Life and it’s real-life nature: anyone nearby can see what you’re doing and participate. 3) Business: because residents own their content, the marketplace enables them to monetize that content just as they can in the real world. This has created a vibrant economy where residents can buy, sell and exchange goods. Many residents who have created content have ended up selling it, and others have created service businesses. The most robust businesses in Second Life are real estate, social sites such as clubs, and fashion. Some examples of service businesses are: wedding planner, event manager and psychologist.
  • This is a quick overview of Second Life uses by businesses - in the categories of business and business-to-consumer. The following slides provide examples of some of these uses.
  • Several ad agencies (Text100 and BBH, for example) are using Second Life for client meetings and presentations. Many major corporations, including IBM and Cisco, also are using Second Life both for internal company meetings as well as for public meetings with customers and user groups. Linden Lab holds most of its group and company meetings in Second Life (the picture at upper right is a Linden Lab executive team meeting; the lower right is a Linden Lab technical discussion and presention, complete with slides. The ability to use spatial voice (you hear people with direction and loudness depending on their location and distance), plus a text chat channel and to display and interact with information and content makes Second Life a rich location for meetings. Location & SLURL: BBH 163, 90, 47: Location & SLURL: Text 100 Island 142, 181, 120:
  • Many businesses are using Second Life as a business collaboration tool, but few have made that public. Second Life lets you interact directly with other people and objects in real time. An architect can meet with a client and change the color of a wall, or move a window and the client can view it and respond. One example is IBM. “ IBM scientists and programmers worldwide were buying virtual islands in Second Life and using them for group collaboration or solving computer science problems.” - Business Week ('s+top+stories) “ IBM is using the virtual world of Second Life as the next best thing to being there for corporate meetings. - Location & SLURL : IBM 128, 128, 0 ; In architecture, Second Life allows architect and client to walk through a building and make changes in real time - from location of a wall to its color. Many people find it difficult to translate drawings or 1/4” scale models into real spatial relationships, but Second Life provides not only the real-world spatial relationships, but the ability to instantly change the objects. ( Location & SLURL : Crescendo Design, Architecture Island 93, 99, 25:
  • As an extension of using Second Life for meetings, many companies as well as colleges and universities use Second Life for training. Several major companies are using Second Life to train food service and customer service employees, where there is high turnover and need to train on shift and across multiple locations. Second Life is also being used for a variety of simulations, from disaster preparedness to interview training. The most obvious business example is Thompson NETg, which recreated it’s courses in Second Life and offers you the opportunity to become certified from within Second Life or at a real life location. Location & SLURL: Thomson 51, 101, 34: There are more than 100 education institutions in Second Life, with presence ranging from a project for a class, to an entire series of class meetings, to departmental presence, including research projects and more. These institutions have created a robust education community in Second Life. In addition, there are some Second Life-only education institutions: TeaZer’s U and NCI (New Citizens’ Island), which offer classes to residents in hundreds of topics from scripting in Second Life to Japanese and financial management. Location & SLURL: NCI South, Hamnida 236, 60, 111: Second Life’s building tools provide a rich arena for simulations. There are several simulations to train people to manage disasters, from an airport disaster simulation to a full-scale training simulation created for Strong Angel III -- they're an international disaster response project , but their Second Life build actually looks like the ruins of the ancient Agora of Athens. Location & SLURL: Strong Angel 135, 149, 46: The Idaho Bioterrorism Awareness and Preparedness Program has used Second Life for disaster simulations. Location & SLURL: (not in Second Life at this time)
  • Second Life provides a rich arena for customer research and feedback. Businesses have found that residents are fully engaged, but that the virtual world and lack of gesture cues reduces inhibitions about hierarchy and other social classifications and provides more effective feedback. Plus, it’s cheaper and quicker to prototype many objects in Second Life than in the real life, and you can make modifications in front of the customer. One example is a set of bank interiors a bank wanted to construct to get customer response and traffic pattern behavior. What would have taken months in the real world took weeks in Second Life. And was less expensive. Location & SLURL: PAConsulting: Banking Demo2 36, 136, 24: More description: Toyota, for example, uses Second Life to conduct additional market research on its highly successful Scion brand: The ways in which avatars customize their Second Life Scions with aftermarket add-ons sheds light on how actual Scion owners customize their cars in reality. Location & SLURL: Scion City 47, 38, 23: Munich Express (BMW): sl is great to get very honest feedback - more honest than in any focus group - that's one important feature. the other and that's a bit of a vision of mine is to create experiences that can't be created in the real world Soluna Sassoon: why do you feel you are getting more honest feedback in Second Life rather than focus groups Munich Express: well in a focus group, you sort of know what's expected from you - that's a bit sarcastic, i know. My impression in second life is that the residents are more extroverted and honest about their feelings Sparkle Dale: more anonymous ( Most companies wrap secrecy around their customer research, so there are few examples that can be shared.
  • A number of companies, including TMP (a global employement company), Manpower, Semper International and Kelly Services have been holding recruiting events and screening interviews in Second Life. Many businesses in Second Life have also found it to be an effective place to recruit and screen potential employees, such as ABN-AMBRO: ABN-AMBRO: “ W e held a job interview session, which was quite an experience. People are more willing to be themselves. It ’s easier for them to express themselves .It’s their avatar not them who says something.” Sodexho, a food service company, has been pleased with the recruiting TMP has done for them in Second Life - it’s not just high-tech companies like eBay and Cisco.
  • There are many ways to create a presence for your brand. Two interesting ones in Second Life: Desirs d'Avenir )- no retail but politics - Desirs d'Avenir was the HQ of the french socialist presidential candidate,- for a period of 5 full months, the Desirs d'Avenir site was a full-house (as far as the Bretton sim was concerned ...) with traffic index going up to 20K by the end of the campaign, (Community Chest) Vodafone’s “Water Cooler”. Rather than push Vodafone’s business or products, this setting engages residents to interact with each other and the puzzles and activities provided by the “water cooler” -to simulate the engaged conversations that happen in real life around the ‘water cooler.’ Location & SLURL: Vodafone 4, 213, 167: Pontiac created a special place for car buffs that encourages them to display their creativity by offering accessories, customization and services for cars. If you ever wanted to open a chop shop or do custom pin-striping, now you can! Location & SLURL: Pontiac 128, 127, 20: Neither of these companies are selling product in or through Second Life. They’re trying to connect with residents and build a community and interaction around their brand attributes.
  • Another use of Second Life is to provide exhibits and to share information. Choc and Paris Match have both used Second Life as a way to engage a wider audience. - Choc is a weekly magazine published by Hachette, leading French magazine publisher. They recently changed their publishing rythm from twice a month to a weekly. We implemented for them a SL location built around the concept of the magazine. It relays its content and is used for cross-marketing by selling e-copies and real-world-copies of other magazine titles of the Hachette group. (example provided by Community Chest) The Centers for Disease Control (CDC) also has a presence in Second Life and is using it to raise community awareness of health issues and to expand their vehicles for communicating. They’ve created a Health Fair as a first step in using Second Life as a communication channel. Location & SLURL: CDC: Juwangsan 218, 223, 61: Reuters has a news bureau in Second Life with a full-time reporter. Articles from Second Life are carried by Reuters just like those from other locations. In addition, Reuters provides several news services in Second Life - an RSS feed from Real-world news that appears as a ticker on your Second Life screen, as well as other information and video available in their Second Life headquarters. Location & SLURL: Reuters: Reuters 125, 104, 25:
  • Let’s be clear up front. You won’t get rich selling your product in Second Life-- yet. Especially if it’s something that isn’t really necessary in Second Life - like food! Second Life today is not large enough, or the audience mature enough to create a large enough audience for any particular brand or product; and in Second Life, everything is pretty inexpensive compared to the real world - $100 shoes aren’t unheard of in real life, but that’s a pretty pricy pair in Linden dollars! Recently iWOOT (I Want One of Those) has opened an outpost in Second Life that enables you to browse, get information, and purchase in the real world, cool tech items. A combination of some high-profile events and activities in Second Life, coupled with promotion both in Second Life and on the web generated traffic that met their expectations. iWOOT has talked about the success of its Second Life initiative. ( Residents have been successful - some of them - by a combination of starting small, building word-of-mouth, finding high-traffic areas, and promoting and advertising their products. Few outside businesses have committed to the effort and time required to create that kind of visibility for themselves in Second Life. Location & SLURL: Nite’N’Day Clothes, Couture Isle 142, 125, 48: Buying real-world goods from Second Life is an interesting opportunity. The scripting language built into Second Life enables you to interact with web pages. Shopping in Second Life has aspects of both real world and web - you can interact socially, like in the real world, but you have the reach and choice of the web. Dell has created a factory where you can configure an Second Life Dell computer you can have - and, at the click of a button, that information is sent to the Dell configuration web page, so with a few clicks you can buy the computer you just configured in real life from Dell’s website. Location & SLURL: Dell Island 152, 95, 25: (note you have to fly to the Factory, which is behind and to the left of the main Dell center on a separate space; they’ve prohibited teleporting there.) Several businesses in Second Life have used the Amazon Web Services to enable you to search Amazon from within Second Life, select an item, add it to your shopping cart, and check out. When you do, the Amazon checkout webpage opens and you can complete your purchase. (Besides Life2Life, there’s Second411 and Jnana; all have a different way of interacting with Amazon Web Services, but the net result is the same.) Location & SLURL: Life2Life, Blackje (31, 194, 103): American Apparel links the posters over the clothes racks in their Second Life store to their real-world web site to purchase the item. Location & SLURL: American Apparel - Lerappa151, 63, 26:
  • American Apparel was the first major company to use presence in Second Life to generate real-world PR to enhance their brand and visibility. Many others followed, including Duran Duran and Reuters. Over time, this strategy has diminished in effectiveness. Enough firsts have been announced that it’s hard to have a genuine first anymore, and the press has lost some interest in Second Life launch stories. However, PR can still be an effective component of your overall presence in Second Life. Many that entered simply for the PR - like American Apparel, have closed their Second Life stores. However, as the figure shows, a number of retailers have generated significant impressions from their Second Life presence; and some have specifically targeted blog and other high-distribution sources by their presence and activities in Second Life. This generates moderate traffic for their presence in Second Life, but also results in significant coverage in blogs, Flickr, YouTube, and other viral distribution media. Presence in Second Life still has some value as part of a broad PR strategy, either as part of a broader customer outreach story, or as an opportunity to provide a unique set of services. OK, so now you know what you want to do in Second Life - what do you do next?
  • This is a quick overview of Second Life uses by businesses - in the categories of business and business-to-consumer. The following slides provide examples of some of these uses.
  • This is a quick overview of Second Life uses by businesses - in the categories of business and business-to-consumer. The following slides provide examples of some of these uses.
  • Benchmark exploiter le potentiel marketing des univers virtuels

    1. 1. Exploiter le potentiel marketing du métavers Virtuellement, tout est en train nous de changer ! Robert Vinet Président Community Chest robert.vinet @ SL : 1neo janus
    2. 2. Exploiter le potentiel marketing du métavers <ul><li>Qu’est-ce que le métavers ? </li></ul><ul><li>L’utilisation des métavers par les entreprises </li></ul><ul><li>Du bon usage des métavers </li></ul><ul><li>Trekking, découverte et immersion </li></ul><ul><li>Prospective </li></ul>
    3. 3. 1) Qu’est-ce que le métavers ?
    4. 4. « On vous ment ! » Le métavers n’est pas un jeu, c’est un monde ! Le métavers n’est pas virtuel … ou pas plus que nos rêves … Monde Jeu
    5. 5. La nouvelle mutation d’internet
    6. 6. Horizon 2015
    7. 7. Origine
    8. 8. Un projet dans le temps
    9. 9. Panorama
    10. 10. Second Life est un Monde Digital <ul><li>Créé et imaginé par ses résidents </li></ul>Le cas Second Life $1,2 million USD échangés par jour Economie 45,000 entreprises virtuelles Place de Marché Des millions de résidents Communauté Plus de 500 M d’objets Contenu
    11. 11. Film de Présentation
    12. 12. Les Principes de Second Life <ul><li>Outils accessibles </li></ul><ul><li>Propriété Intellectuelle des résidents </li></ul><ul><li>Economie </li></ul>
    13. 13. Pourquoi les gens l’utilisent <ul><li>Communauté </li></ul><ul><li>Création </li></ul><ul><li>Business </li></ul>
    14. 14. Qu’est-ce que c’est ? <ul><li>SecondLife est un environnement </li></ul><ul><ul><li>Massivement multi-utilisateurs </li></ul></ul><ul><ul><ul><li>Des 10zaines de milliers d’utilisateurs présents simultanément </li></ul></ul></ul><ul><ul><ul><li>Inspirés des jeux en ligne comme « World of Warcraft » </li></ul></ul></ul>
    15. 15. Qu’est-ce que c’est ? <ul><li>SecondLife est un navigateur internet </li></ul><ul><ul><li>Où le consommateur est représenté par un avatar </li></ul></ul>
    16. 16. Qu’est-ce que c’est ? <ul><li>SecondLife est un monde digital </li></ul><ul><ul><li>Immersif et persistant </li></ul></ul><ul><ul><ul><li>Où le consommateur est « dans » l’information </li></ul></ul></ul><ul><ul><ul><li>Où il « est » l’information </li></ul></ul></ul><ul><ul><ul><li>Où le monde évolue, aussi, en son absence </li></ul></ul></ul>
    17. 17. Le « Monde » de Second Life
    18. 18. Second Life, aussi un canal marketing <ul><li>À la pointe des environnements immersifs </li></ul><ul><ul><li>Standard de fait, open source </li></ul></ul><ul><li>Alliant de manière unique </li></ul><ul><ul><li>Une monnaie avec un taux de change coté </li></ul></ul><ul><ul><li>La construction du monde par ses résidents </li></ul></ul><ul><ul><li>La rencontre sociale et la collaboration comme objectifs principaux </li></ul></ul>La pointe émergée de l’internet 3d
    19. 19. Le Business Model des Métavers <ul><li>Media </li></ul><ul><ul><li>Audience </li></ul></ul><ul><li>Hébergement </li></ul><ul><ul><li>Espace serveur </li></ul></ul><ul><li>Business Additionnel </li></ul><ul><ul><li>Relais Real Life </li></ul></ul><ul><li>Nouveau modèle </li></ul><ul><ul><li>??? </li></ul></ul>
    20. 20. Croissance des Communautés en ligne Source :
    21. 21. 2) L’utilisation des métavers par les entreprises
    22. 22. Les entreprises s’y implantent <ul><li>Utilisations Internes </li></ul><ul><li>Réunions </li></ul><ul><li>Formation </li></ul><ul><li>Simulation </li></ul><ul><li>Etudes Marketing </li></ul><ul><li>Recrutement </li></ul><ul><li>Aménagement d’espace </li></ul><ul><li>Utilisations Clients Prospects </li></ul><ul><li>Groupes utilisateurs </li></ul><ul><li>Information </li></ul><ul><li>Événements </li></ul><ul><li>Salons </li></ul><ul><li>Commerce de détail </li></ul>
    23. 23. Réunions <ul><li>Agencies: Text100, BBH </li></ul><ul><li>Linden Lab </li></ul><ul><li>IBM,Cisco </li></ul><ul><li>Shell </li></ul>
    24. 24. Collaboration <ul><li>IBM </li></ul><ul><li>Crescendo Design (Architecture) </li></ul>
    25. 25. Simulation & formation <ul><li>Formation Employé </li></ul><ul><li>Accueil nouveaux </li></ul><ul><li>Gestion des catastrophes </li></ul>
    26. 26. Études Marketing <ul><li>Bank interior </li></ul><ul><li>BMW </li></ul>
    27. 27. Recrutement <ul><li>TMP, Manpower </li></ul><ul><li>ABN-AMBRO </li></ul><ul><li>Caisse d’Epargne </li></ul><ul><li>Marine Nationale </li></ul>
    28. 28. Développement de Marque <ul><li>Vodafone </li></ul><ul><li>Pontiac </li></ul>
    29. 29. Media <ul><li>Paris Match </li></ul><ul><li>Choc </li></ul><ul><li>Reuters </li></ul><ul><li>Center for Disease Control (CDC) </li></ul><ul><li>Dim </li></ul>
    30. 30. Commerce de Détail <ul><li>dans Second Life </li></ul><ul><li>En relais du monde réel </li></ul><ul><ul><li>Dell </li></ul></ul><ul><ul><li>Life2Life </li></ul></ul><ul><ul><li>iWoot </li></ul></ul>
    31. 31. Relations Publiques <ul><li>American Apparel </li></ul>
    32. 32. Quelques marques déjà présentes
    33. 33. <ul><li>Un réseau d’affichage permettant : </li></ul><ul><li>D’orienter l’avatar, </li></ul><ul><li>De permettre au marque d’informer ou de diffuser un message, </li></ul><ul><li>D’initier un contact entre le consommateur et la marque, </li></ul><ul><li>De transformer se contact en relation durable, </li></ul><ul><li>De transformer une action de communication en relation client. </li></ul>Un exemple : Webia
    34. 34. Seulement 11% des avatars ont connaissance de la présence des marques sur SL grâce aux media déployés sur SL. La présence des marques sur SL est perçue comme positive voire attendue pour près de la moitié des avatars (46%). A l’heure actuelle, aucune marque RL n’a réussi à créer une forte présence à l’esprit sur SL (taux de notoriété spontanée tous inférieurs à 20%) Pour réussir sa communication, la marque doit faire parler d’elle à travers différents media …. se faire connaître par la publicité (30%), communiquer par des animations, des événements (21%). Sources : Institut REPERES – mars 2007- 1085 avatars interrogés. Un relais d’information nécessaire
    35. 35. <ul><li>Les objectifs d’implantation : </li></ul><ul><li>Installer un mobilier qui ne dénature pas l’environnement de SL </li></ul><ul><li>Développer un réseau interactif et ludique pour s’intégrer parfaitement dans l’univers SL </li></ul><ul><li>Décliner des offres existantes dans RL pour donner encore plus de réalisme à SL (permettre à l’avatar de retrouver les mêmes repères) </li></ul><ul><li>S’implanter dans des zones fréquentés et en développement </li></ul><ul><li>Développer un réseau d’affichage « intelligent » </li></ul>Le dispositif
    36. 36. <ul><li>Le classique panneau d’affichage 4x3 (150 faces éclairées) installées dans les zones stratégiques, fréquentées quotidiennement par la majorité des avatars. </li></ul><ul><li>Prix brut hors frais techniques : 150 € / panneau / 14 Jours </li></ul><ul><li>La colonne Morris (100 colonnes, 200 faces), incontournable dans le milieu urbain et plébiscitée par les annonceurs culturels, se déploie dans les quartiers branchés de Seconde Life pour permettre aux annonceurs de communiquer sur leurs événements qui seront bientôt produits et diffusés en exclusivité sur SL. </li></ul><ul><li>Prix brut hors frais techniques : 200 € / colonne / 14 jours </li></ul><ul><li>Le réseau « Matrix », permet de  diffuser un message grâce à un faisceau lumineux , aussi visible à courte qu'à longue distance, adapté aux modes de déplacement des résidents afin de créer l’évènement en attirant l’attention des avatars. Une première phase avec de 30 points d’implantation. </li></ul><ul><li>Prix brut hors frais techniques : 170 € / point / 7 jours </li></ul>Trois réseaux
    37. 37. <ul><li>Complètement interactif et tactile : </li></ul><ul><li>Lorsque les avatars touchent l’un des panneaux, ils accèdent directement au site Internet de la marque ou sont téléportés sur l'implantation de la marque dans Second Life . </li></ul><ul><li>Un outil de mesure : </li></ul><ul><li>Une application de « tracking » permet de collecter les données quantitatives sur la visibilité des messages affichés : </li></ul><ul><li>détection des avatars dans le périmètre de visibilité du panneau, mesure du temps de présence devant le panneau, interactions suscitées...  </li></ul><ul><li>Il est également possible de collecter des données qualitatives sur les avatars afin de recomposer les communautés d’intérêts qui auront vu la campagne afin d’en analyser les retombées. </li></ul><ul><li>Un vrai « distributeur de message » : </li></ul><ul><li>le réseau offre la possibilité de distribuer un objet promotionnel de la marque à chaque avatar qui passe dans le champ d’action du panneau. </li></ul>Un réseau d’affichage interactif
    38. 38. <ul><li>Octobre 2007 : lancement des cabines d’écoutes </li></ul><ul><li>Un réseau de mobilier urbain de cabines d’écoutes (lancement d’artistes, relais promotionnel de disques, clips …) </li></ul>Dynamique de développement et d’adaptation
    39. 39. <ul><li>Novembre 2007 : Webia 2.0, l’affichage viral </li></ul><ul><li>En plus du réseau traditionnel de mobilier urbain, un réseau design d’affichage « viral » d’objets </li></ul><ul><li>mis par les habitants sur leur terrain sur la base du volontariat </li></ul><ul><li>qui leur permet de faire des revenus </li></ul><ul><li>qui leur fournit des statistiques de visite </li></ul><ul><li>qui leur donne accès à un réseau communautaire d’affichage </li></ul>Dynamique de développement et d’adaptation
    40. 40. Illustrations
    41. 41. <ul><li>Mesure dynamique et permanente des ODV </li></ul><ul><li>Occasions de voir, temps passé </li></ul><ul><li>Comparaison J / J-1 </li></ul><ul><li>Cartographie </li></ul><ul><li>Téléportation directe auprès du panneau </li></ul>Outils de Mesure
    42. 42. 3) Du bon usage des métavers
    43. 43. Nouvelles règles d’engagement <ul><li>par itération et apprentissages successifs </li></ul><ul><li>se souvenir que derrière chaque avatar existe une personne réelle </li></ul><ul><li>s’engager sur le long terme : ajouter de la valeur et a </li></ul>
    44. 44. Puissance des Communautés en ligne <ul><li>création </li></ul><ul><li>customisation </li></ul><ul><li>personnel </li></ul><ul><li>ouvert </li></ul><ul><li>réseau </li></ul><ul><li>collaboration </li></ul><ul><li>impliquant </li></ul>
    45. 45. « Ce que l’on ne peut savoir ou faire seul, on peut maintenant le faire collectivement » Henry Jenkins
    46. 46. Un changement majeur du contrôle Du Push traditionnel (TV – radio – print) <ul><li>broadcast </li></ul><ul><li>solitaire </li></ul><ul><li>analogique </li></ul><ul><li>vertical </li></ul>Au Pull nouveau (search – podcast – blogs – communautés – vidéos – mondes virtuels) <ul><li>réseau </li></ul><ul><li>impliquant </li></ul><ul><li>digital </li></ul><ul><li>interactif </li></ul>
    47. 47. Un élément d’un mix media
    48. 48. Pourquoi il est difficile de gérer sa marque dans les mondes virtuels ? Librement inspiré de Joseph Jaffe de Crayon
    49. 49. Raison 1 : Toutes les marques sont des îles <ul><li>ou le croient … </li></ul><ul><li>image = architecture </li></ul><ul><li>loin de la proximité </li></ul><ul><li>absence de communauté </li></ul>
    50. 50. Raison 2 : Retrouver les motivations réelles <ul><li>qualitatif et pas quanti </li></ul><ul><li>s’adresser à des « leaders » </li></ul><ul><li>difficulté de « peu » vs « beaucoup » </li></ul><ul><li>métrique d’efficacité </li></ul>
    51. 51. Raison 3 : Votre marque n’est pas mon ami <ul><li>l’amitié se mérite </li></ul><ul><li>manque d’écoute </li></ul><ul><li>le nécessaire travail avec les clients </li></ul>
    52. 52. Raison 4 : le marketing comme sport de contact <ul><li>contrainte du temps réel </li></ul><ul><li>réactions instantanées </li></ul><ul><li>mash up de focus group et lancements </li></ul><ul><li>surf de la communauté </li></ul>
    53. 53. Raison 5 : garder le contrôle n’est pas une option <ul><li>aperçu de « demain » </li></ul><ul><li>contrôle consommateur </li></ul>
    54. 54. Raison 6 : l’obsession de la prochaine mode <ul><li>univers virtuels ne sont pas une mode </li></ul><ul><li>avoir peur de manquer « le » prochain canal </li></ul>
    55. 55. Raison 7 : la sécurité informatique <ul><li>les univers virtuels doivent être vécus pour être compris </li></ul><ul><li>et, souvent, impossible d’accès dans les entreprises </li></ul>
    56. 56. Raison 8 : la « schizophrénie » du professionnel <ul><li>la compréhension d’un monde différent </li></ul><ul><li>l’incompréhension de la cible </li></ul><ul><li>le conflit professionnel vs personnel </li></ul>
    57. 57. Raison 9 : le syndrome d’Alice <ul><li>la peur de l’innovation </li></ul><ul><li>la peur du vide </li></ul>
    58. 58. Raison 10 : le coup d’un soir ou l’amour d’une vie <ul><li>l’objectif marketing « vrai » </li></ul><ul><li>Le défi du CRM </li></ul>
    59. 59. S’implanter dans Second Life est analogue au réel <ul><li>Louer ou Acheter </li></ul><ul><ul><li>Choix d’un terrain dans un environnement urbain ou dans une île privée </li></ul></ul><ul><li>Construire son implantation </li></ul><ul><ul><li>Faire appel à des « corps de métier » </li></ul></ul><ul><ul><ul><li>Architectes, designers </li></ul></ul></ul><ul><ul><ul><li>Maçons, Paysagistes, etc. </li></ul></ul></ul><ul><li>Faire vivre l’implantation </li></ul><ul><ul><li>Utiliser la puissance des relais web pour permettre aux visiteurs d’interagir et de discuter </li></ul></ul><ul><ul><ul><li>Sites Web / Blogs / Wikis de relais </li></ul></ul></ul><ul><ul><li>Stimuler la visite « d’habitants » par des relais média (affichage, plots, etc.) </li></ul></ul><ul><ul><li>Former des collaborateurs à l’interaction virtuelle (si nécessaire) </li></ul></ul>
    60. 60. Quelques marques déjà présentes IBM
    61. 61. Quelques marques déjà présentes IBM
    62. 62. Quelques marques déjà présentes IBM – Circuit City
    63. 63. Quelques marques déjà présentes Adidas
    64. 64. Quelques marques déjà présentes American Apparel
    65. 65. Et de jolis endroits Saphos Garden’s
    66. 66. Votre entreprise et Second Life <ul><li>Des natures de projets très divers peuvent être relayés </li></ul><ul><ul><li>Didactique ou </li></ul></ul><ul><ul><li>Ludique </li></ul></ul><ul><ul><li>Lourd ou </li></ul></ul><ul><ul><li>Léger </li></ul></ul><ul><ul><li>Reflet du monde réel ou </li></ul></ul><ul><ul><li>Propres aux mondes virtuels </li></ul></ul><ul><ul><li>Lié à l’entreprise ou </li></ul></ul><ul><ul><li>À sa communication </li></ul></ul>
    67. 67. Stratégie d’implantation pour une entreprise <ul><li>Phasée </li></ul><ul><ul><li>Un démarrage sur un thème / un secteur est envisageable </li></ul></ul><ul><ul><li>Mais la réflexion initiale doit être globale </li></ul></ul><ul><ul><ul><li>Déploiement dans le temps </li></ul></ul></ul><ul><li>Respectueuse </li></ul><ul><ul><li>de l’entreprise et de son importance </li></ul></ul><ul><ul><ul><li>Votre entreprise est une entreprise mondiale </li></ul></ul></ul><ul><ul><ul><li>Une « petite » implantation ne serait pas compatible avec la marque </li></ul></ul></ul><ul><li>Intégrée </li></ul><ul><ul><li>Totalement avec l’ensemble des axes de communication actuels </li></ul></ul>
    68. 68. Quatre bénéfices de Second Life <ul><li>Ventes et distribution : </li></ul><ul><ul><li>Ventes « in-life » dans Second Life </li></ul></ul><ul><ul><li>E-commerce « push- pull »  avec les sites de l’entreprise </li></ul></ul><ul><li>Recrutement / Formation </li></ul><ul><ul><li>In-life et immersif </li></ul></ul><ul><li>RP : </li></ul><ul><ul><li>organiser des opérations originales et percutantes de manière illimitée </li></ul></ul><ul><li>Études Marketing : </li></ul><ul><ul><li>tests de concepts et de produits </li></ul></ul><ul><ul><li>retours d’impression sur des cibles de « trend setter » </li></ul></ul><ul><ul><li>Co création </li></ul></ul>Et ce n’est qu’un aperçu du possible !
    69. 69. 4) Trekking, découverte et immersion
    70. 70. Créer son avatar (notes de travail)
    71. 71. Particularités des environnements 3d (notes de travail)
    72. 72. Se déplacer (notes de travail)
    73. 73. Chercher et se repérer (notes de travail)
    74. 74. Communiquer (notes de travail)
    75. 75. Interagir (notes de travail)
    76. 76. Visites d’implantations <ul><li>Banque </li></ul><ul><li>Distribution </li></ul><ul><li>Services </li></ul><ul><li>Recrutement </li></ul><ul><li>Luxe </li></ul><ul><li>Media </li></ul><ul><li>Politique </li></ul>
    77. 77. 5) Prospective
    78. 78. Signal faible N° 1 : Des bagarres industrielles et une force unificatrice <ul><li>Pour </li></ul><ul><ul><li>IBM </li></ul></ul><ul><ul><li>CBS </li></ul></ul><ul><ul><li>Intel </li></ul></ul><ul><li>Contre </li></ul><ul><ul><li>Les gagnants du web actuel ? </li></ul></ul>Les forces de la convergence Par exemple :
    79. 79. Signal faible N° 2 : les technologies « nouvelles » Les outils sont là ! Le futur est maintenant !
    80. 80. <ul><li>Une anecdote </li></ul><ul><ul><li>un divorce accordé suite à une infidélité virtuelle </li></ul></ul><ul><li>Deux faits </li></ul><ul><ul><li>75 millions de 15-25 ans arrivent sur le marché du travail US  la génération Z </li></ul></ul><ul><ul><li>100 millions de « casual gamers » aux US </li></ul></ul><ul><li>Un événement </li></ul><ul><ul><li>2 avril 2008 = Commission Sénatoriale américaine … sur les mondes virtuels </li></ul></ul>Signal faible N° 3 : les tendances sociales
    81. 81. <ul><li>Entrée dans le XXIe siècle </li></ul><ul><ul><li>Marketing des communautés et fin de l’hyper ciblage </li></ul></ul><ul><li>Innovation revient au coeur </li></ul><ul><ul><li>Et viendra, aussi, des pays émergents = pyramide socio-démographique </li></ul></ul><ul><li>Deux problématiques de fonds </li></ul><ul><ul><li>Identité  OpenId, etc </li></ul></ul><ul><ul><li>Sens  web sémantique </li></ul></ul> Tendance lourde !!!
    82. 82. Ce qui arrive <ul><li>Généralisation des Intravers </li></ul><ul><li>Marketing </li></ul><ul><ul><li>De l’hyper ciblage à la gestion des communautés </li></ul></ul><ul><li>Relation de la Valeur Ajoutée </li></ul><ul><ul><li>Un service a / doit avoir une valeur </li></ul></ul><ul><li>Internet 3d = acteur de la convergence </li></ul><ul><ul><li>Et viendra, aussi, des pays émergents = pyramide socio-démographique </li></ul></ul><ul><li>Interopérabilité </li></ul>
    83. 83. Croissance des Communautés en ligne Source :
    84. 84. Panorama
    85. 85. 2007 – 2017 : 10 ans d’internet nouveau
    86. 86. 2007 – 2017 : 10 ans d’internet nouveau
    87. 87. Qu’en sera-t-il du monde dans lequel on vivra dans 10 ans ?
    88. 88. Qu’en sera-t-il du monde dans lequel on vivra dans 10 ans ?
    89. 89. Qu’en sera-t-il du monde dans lequel on vivra dans 10 ans ?
    90. 90. Qu’en sera-t-il du monde dans lequel on vivra dans 10 ans ?
    91. 91. Qu’en sera-t-il du monde dans lequel on vivra dans 10 ans ?
    92. 92. Qu’en sera-t-il du monde dans lequel on vivra dans 10 ans ?
    93. 93. 1997 – 2007 : 10 ans de web
    94. 94. 1997 – 2007 : 10 ans de web
    95. 95. Conclusion (s)
    96. 96. Merci de votre attention !