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Oisin Lunny, MD UK Operations “ Real Life, Real People, Virtual World” LikeMinds 2010
About me…. <ul><li>Music & media for 21 years: </li></ul><ul><li>Recording Artist </li></ul><ul><li>Record Producer </li><...
About me…. <ul><li>Technology for 15 years: </li></ul><ul><li>Web Design </li></ul><ul><li>Web Development </li></ul><ul><...
Real Life, Real People, Virtual World <ul><li>Intro </li></ul><ul><li>History </li></ul><ul><li>What is Habbo </li></ul><u...
History <ul><li>From a hobby project to an international phenomenon </li></ul>Oisin Lunny – Sulake Corporation Oy
Mobiles Disco - October 1999 7 Firstname Surname – Sulake Corporation Oy A meeting of #likeminds in a virtual world
Snow war game: Feb 2000 8 Firstname Surname – Sulake Corporation Oy
Hotelli Kultakala: August 2000 9 Firstname Surname – Sulake Corporation Oy
Habbo Hotel: February 2001 10 Firstname Surname – Sulake Corporation Oy
11 Firstname Surname – Sulake Corporation Oy
Firstname Surname – Sulake Corporation Oy
Habbo Countries P – Habbo  payment options available O – Habbo  country office H – Localized  Habbo Hotel  virtual world
Company Fact Sheet 14 Year Founded 2000 Offices <ul><li>Headquartered in Helsinki, Finland </li></ul><ul><li>13 country of...
Habbo Community Growth 15 Firstname Surname – Sulake Corporation Oy <ul><li>172 million registered Habbo-characters! </li>...
Habbo Success Factors <ul><li>Attractive and proven concepts: Viral growth! </li></ul><ul><li>Distinctive look & feel and ...
Social places where people meet and interact Firstname Surname – Sulake Corporation Oy
Habbo is a place where users can… <ul><li>Choose and personalize a character </li></ul><ul><li>Browse the virtual world </...
Habbo is a place where users can… <ul><li>Express themselves!  </li></ul><ul><li>The key to  Habbo  is social interactivit...
Firstname Surname – Sulake Corporation Oy under 12 years 13–16 years over 16 years Social Networking Virtual World Gaming ...
The Core of Habbo Experience Firstname Surname – Sulake Corporation Oy <ul><li>Other Habbos </li></ul><ul><li>Sub-communit...
Firstname Surname – Sulake Corporation Oy <ul><li>Other Habbos </li></ul><ul><li>Sub-communities </li></ul><ul><li>Multipl...
User Created Room – Dollyockers Celebrity Visit
29 User Created Room Fashion Show
30 User Created Room Birthday Party
31 User Created Room Christmas
32 User Created Room Record Store
Habbo, the Virtual World <ul><li>Freemium business model </li></ul><ul><li>Freemium is real business, Sulake turnover for ...
<ul><li>Users collect virtual items such as furniture </li></ul><ul><li>Purchased from the  Habbo Catalogue  with real mon...
Sulake's Revenue Growth 37 Firstname Surname – Sulake Corporation Oy <ul><li>High revenue growth continued during 2008 fro...
<ul><li>Over 155 different payment channels  in 32 countries with over 70 billing partners </li></ul><ul><li>Available pay...
Sulake Goodwill Cooperation <ul><li>Sulake works with goodwill/charity partners to help and give advice on serious real li...
Firstname Surname – Sulake Corporation Oy Advertising in Habbo
Habbo Hotel Advertising <ul><li>Unique value proposition to advertisers includes: </li></ul><ul><ul><li>Reach </li></ul></...
<ul><li>Over 200 brands have advertised on Habbo from a wide variety of industries </li></ul>Advertising in Habbo Entertai...
Campaigns in Habbo - Tip of Iceberg 43 INTERSTITIALS BILLBOARDS CONSOLE MESSAGES BRANDED SPACES DISPLAY USER CREATED EVENT...
Nokia 44 Branded guest rooms Nokia
Nokia 45 Sponsored room Nokia
46 Habbo Mall, NSPCC Idea Agency  Branded Room & Group page
A virtual bar on-the-go Firstname Surname – Sulake Corporation Oy
Bobba Bar Fact Sheet <ul><li>Bobba Bar is a virtual bar for the mobile, where users can meet and make friends </li></ul><u...
49
Firstname Surname – Sulake Corporation Oy Habbo Research
Research 51 <ul><li>Sulake understands teenagers: </li></ul><ul><li>what makes them tick </li></ul><ul><li>how can brands ...
Habbo User Profile Firstname Surname – Sulake Corporation Oy Sources:  Sulake Statistics 2008, Global Habbo Youth Survey 2...
Media Usage Globally Firstname Surname – Sulake Corporation Oy Percent of respondents who say the medium is important for ...
Habbo Users... Firstname Surname – Sulake Corporation Oy Source:  Global Habbo Youth Survey 2008 *) Median value ... are w...
Habbo User  Segments Firstname Surname – Sulake Corporation Oy CREATIVES 63% Girls, many 11-16 yr olds Open-minded,  curio...
Firstname Surname – Sulake Corporation Oy Personas
58 “ While writing, I always think of some regular 16-year-old called Dave who’s on his bus trip to school: Is he going to...
Emmi Kuusikko & Heini Kaihu – Sulake Corporation Oy What are Personas? “ personas are not real people... they are  hypothe...
Key Objectives <ul><li>Get everyone in development, operation and communication to  understand our users in the same way t...
Alignment works wonders <ul><li>A precise persona aligns the whole team </li></ul>Emmi Kuusikko & Heini Kaihu – Sulake Cor...
<ul><li>Discuss existing views of users </li></ul><ul><ul><li>Survey </li></ul></ul><ul><ul><li>Workshops </li></ul></ul>E...
<ul><li>Analyzing assumptions from survey and workshops </li></ul>Emmi Kuusikko – Sulake Corporation Oy
<ul><li>Analyzing Data points and transfer to post it notes </li></ul>Emmi Kuusikko – Sulake Corporation Oy
Emmi Kuusikko – Sulake Corporation Oy
<ul><li>Building skeletons </li></ul>Emmi Kuusikko – Sulake Corporation Oy
<ul><li>End result: 6 skeletons – some data still to be added </li></ul>Emmi Kuusikko – Sulake Corporation Oy
69 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected ...
70 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected ...
71 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected ...
72 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected ...
73 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected ...
75 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected ...
76 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected ...
“ Create the theatre, not the play” (Paul Bennett, IDEO) Firstname Surname – Sulake Corporation Oy
Habbo Hotel 78 <ul><li>The world  is  the users </li></ul><ul><li>Sulake: </li></ul><ul><li>listens to the audience </li><...
Three KPIs to rule them all 79 Conversion rate Retention rate Monetization rate
Three KPIs to rule them all 80 Conversion rate “ new returning users / new traffic” What's the biggest factor leading to n...
Acquisition/conversion 81 <ul><li>External marketing materials & partnerships: </li></ul><ul><li>MTV, M6 </li></ul><ul><li...
82 <ul><li>FACEBOOK </li></ul><ul><li>1087% increase in fans Jan-April 2010 </li></ul>Acquisition/conversion
SUPERSUPER 83
84
American Idol 85 Marketing Partnership American Idol
86 MTV EMA, Global partnership campaign Branded Room & Group page
Acquisition/conversion 87 <ul><li>New user flow based on where and how the user was acquired: </li></ul><ul><li>Marketing ...
Acquisition/conversion 88 User Personal Landing Page
How Habbo Works – Retention: 89 <ul><li>Engaging activities: </li></ul><ul><li>UGC  </li></ul><ul><li>Competitions </li></...
How Habbo Works – Retention: 90 <ul><li>Habbo Big Brother Competition: </li></ul><ul><li>40,000 Group members in five week...
How Habbo Works – Monetization: 91 <ul><li>Relevant features: </li></ul><ul><li>Habbo Club </li></ul><ul><li>Furni </li></...
How Habbo Works – Monetization: 92 Habbo promotion “ Space” furni range and activities
How Habbo Works: 93 <ul><li>Development process: </li></ul><ul><li>Scrum and Sprint – increased productivity x 4 </li></ul...
Firstname Surname – Sulake Corporation Oy Engagement Marketing Examples
96 Firstname Surname – Sulake Corporation Oy
<ul><li>VIDEO here </li></ul>97
User creativity 98 Firstname Surname – Sulake Corporation Oy
Finalists 99 Firstname Surname – Sulake Corporation Oy
100 Firstname Surname – Sulake Corporation Oy
Results <ul><li>Record sales over 5 weeks! </li></ul><ul><li>User activation on a very high level; eg competition particip...
Sulake Corporation | Strictly confidential – legally protected and privileged information
Sulake Corporation | Strictly confidential – legally protected and privileged information
Football kuvia
In summary 107 <ul><li>Habbo evolves with the audience: </li></ul><ul><li>User insight </li></ul><ul><li>KPI monitoring </...
Thank you! <ul><li>Oisin Lunny </li></ul><ul><li>MD Operations UK & Ireland </li></ul><ul><li>Sulake Corporation Oy  </li>...
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Real Time, Real Life, Virtual World, by Oisin Lunny

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Real Time, Real Life, Virtual World, by Oisin Lunny

  1. 1. Oisin Lunny, MD UK Operations “ Real Life, Real People, Virtual World” LikeMinds 2010
  2. 2. About me…. <ul><li>Music & media for 21 years: </li></ul><ul><li>Recording Artist </li></ul><ul><li>Record Producer </li></ul><ul><li>DJ </li></ul><ul><li>Composer for Media </li></ul><ul><li>Podcaster </li></ul><ul><li>Top 30 hit </li></ul><ul><li>No 1 Club hit </li></ul><ul><li>Toured U2 / Depeche Mode </li></ul><ul><li>More info here…. </li></ul>www.oisinlunny.com www.lifebloodprodu ctons.co.uk www.myspace.com/o isinlunny
  3. 3. About me…. <ul><li>Technology for 15 years: </li></ul><ul><li>Web Design </li></ul><ul><li>Web Development </li></ul><ul><li>Project Management </li></ul><ul><li>Content Aggregation </li></ul><ul><li>D2C Mobile Content </li></ul><ul><li>IP Networks </li></ul><ul><li>Digital Content Delivery </li></ul><ul><li>CDNs </li></ul><ul><li>Social Networking </li></ul><ul><li>Social Media </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>MMOs </li></ul><ul><li>etc… </li></ul>www.linkedin.com/in/oisinlunny
  4. 4. Real Life, Real People, Virtual World <ul><li>Intro </li></ul><ul><li>History </li></ul><ul><li>What is Habbo </li></ul><ul><li>Advertising in Habbo </li></ul><ul><li>Bobba - virtual bar on the go </li></ul><ul><li>Habbo research </li></ul><ul><li>Personas project </li></ul><ul><li>Three KPIs to rule them all </li></ul><ul><li>Engagement marketing </li></ul><ul><li>Summary </li></ul>[email_address]
  5. 5.
  6. 6. History <ul><li>From a hobby project to an international phenomenon </li></ul>Oisin Lunny – Sulake Corporation Oy
  7. 7. Mobiles Disco - October 1999 7 Firstname Surname – Sulake Corporation Oy A meeting of #likeminds in a virtual world
  8. 8. Snow war game: Feb 2000 8 Firstname Surname – Sulake Corporation Oy
  9. 9. Hotelli Kultakala: August 2000 9 Firstname Surname – Sulake Corporation Oy
  10. 10. Habbo Hotel: February 2001 10 Firstname Surname – Sulake Corporation Oy
  11. 11. 11 Firstname Surname – Sulake Corporation Oy
  12. 12. Firstname Surname – Sulake Corporation Oy
  13. 13. Habbo Countries P – Habbo payment options available O – Habbo country office H – Localized Habbo Hotel virtual world
  14. 14. Company Fact Sheet 14 Year Founded 2000 Offices <ul><li>Headquartered in Helsinki, Finland </li></ul><ul><li>13 country offices globally </li></ul>Employees 270 full-time equivalents, 200+ full- and part-time moderators Business Units <ul><li>Habbo Hotel (virtual world for teens) </li></ul><ul><li>IRC-Galleria (Finland’s largest social networking site) </li></ul><ul><li>Bobba Bar (virtual bar for mobile phones) </li></ul>Key Metrics <ul><li>172MM registered Habbos </li></ul><ul><li>17.4MM monthly unique visitors worldwide across all Sulake properties (April 2010) </li></ul><ul><li>2.7BN monthly page impressions across all Sulake properties </li></ul>Investors Taivas Group, Elisa Oyj, 3i Group, Balderton Capital, Movida Group (SoftBank)
  15. 15. Habbo Community Growth 15 Firstname Surname – Sulake Corporation Oy <ul><li>172 million registered Habbo-characters! </li></ul><ul><li>Source: Sulake Statistics </li></ul><ul><li>16,5 million unique browsers per month! </li></ul><ul><li>Source: Quantcast </li></ul><ul><li>Traffic split by sites: </li></ul><ul><li>North America 12 % </li></ul><ul><li>Latin America 39 % </li></ul><ul><li>Europe 46 % </li></ul><ul><li>APAC 3 % </li></ul><ul><li>Source: Google Analytics </li></ul>2005 2000 2002 2003 2004 2001 2008 2006 2007 2010 2009 172 million 16,5 Million/ month!
  16. 16. Habbo Success Factors <ul><li>Attractive and proven concepts: Viral growth! </li></ul><ul><li>Distinctive look & feel and cohesive branding </li></ul><ul><li>Innovative transactional and subscription revenue models </li></ul><ul><li>Multiple payment methods </li></ul><ul><li>Proprietary multi-user client-server technology </li></ul><ul><li>Community management and safety best practice </li></ul>Firstname Surname – Sulake Corporation Oy
  17. 17. Social places where people meet and interact Firstname Surname – Sulake Corporation Oy
  18. 18. Habbo is a place where users can… <ul><li>Choose and personalize a character </li></ul><ul><li>Browse the virtual world </li></ul><ul><li>Walk around and chat </li></ul>Firstname Surname – Sulake Corporation Oy
  19. 19. Habbo is a place where users can… <ul><li>Express themselves! </li></ul><ul><li>The key to Habbo is social interactivity: </li></ul><ul><li>Meeting other Habbos and having fun together! </li></ul>Firstname Surname – Sulake Corporation Oy
  20. 20. Firstname Surname – Sulake Corporation Oy under 12 years 13–16 years over 16 years Social Networking Virtual World Gaming Entertainment Communication
  21. 21. The Core of Habbo Experience Firstname Surname – Sulake Corporation Oy <ul><li>Other Habbos </li></ul><ul><li>Sub-communities </li></ul><ul><li>Multiplayer games </li></ul><ul><li>Community news </li></ul><ul><li>My Habbo Identity </li></ul><ul><li>My Habbo Looks </li></ul><ul><li>My Friends </li></ul><ul><li>My Social Status </li></ul><ul><li>My Rooms </li></ul><ul><li>My Events </li></ul><ul><li>My Home Page </li></ul><ul><li>My High Scores </li></ul><ul><li>My Furni </li></ul><ul><li>My Pets </li></ul><ul><li>My Credits </li></ul><ul><li>Other Habbos’ rooms and activities </li></ul><ul><li>Hotel Environment </li></ul><ul><li>Public Rooms </li></ul><ul><li>Other Habbos’ Home Pages </li></ul><ul><li>Fan sites </li></ul><ul><li>Campaigns & competitions </li></ul>1. Own Things 2. The Community
  22. 22. Firstname Surname – Sulake Corporation Oy <ul><li>Other Habbos </li></ul><ul><li>Sub-communities </li></ul><ul><li>Multiplayer games </li></ul><ul><li>Community news </li></ul><ul><li>My Habbo Identity </li></ul><ul><li>My Habbo Looks </li></ul><ul><li>My Friends </li></ul><ul><li>My Social Status </li></ul><ul><li>My Rooms </li></ul><ul><li>My Events </li></ul><ul><li>My Home Page </li></ul><ul><li>My High Scores </li></ul><ul><li>My Furni </li></ul><ul><li>My Pets </li></ul><ul><li>My Credits </li></ul><ul><li>Other Habbos’ rooms and activities </li></ul><ul><li>Hotel Environment </li></ul><ul><li>Public Rooms </li></ul><ul><li>Other Habbos’ Home Pages </li></ul><ul><li>Fan sites </li></ul><ul><li>Campaigns & competitions </li></ul><ul><li>TV / Radio </li></ul><ul><li>Music </li></ul><ul><li>Film </li></ul><ul><li>FMCG </li></ul><ul><li>Console Games </li></ul><ul><li>Physical Products </li></ul>1. Own Things 2. The Community 3. Branded Content
  23. 23.
  24. 24.
  25. 25.
  26. 26. User Created Room – Dollyockers Celebrity Visit
  27. 27.
  28. 28.
  29. 29. 29 User Created Room Fashion Show
  30. 30. 30 User Created Room Birthday Party
  31. 31. 31 User Created Room Christmas
  32. 32. 32 User Created Room Record Store
  33. 33.
  34. 34.
  35. 35. Habbo, the Virtual World <ul><li>Freemium business model </li></ul><ul><li>Freemium is real business, Sulake turnover for 2008 was over €50m </li></ul><ul><li>Habbo generates it’s revenue from 10% of the users, 90% use Habbo for free. </li></ul><ul><li>Spotify was inspired by the Freemium business models of virtual world Habbo, Red Hat and Match.com. </li></ul><ul><li>(Daniel Ek, CEO Spotify) </li></ul>
  36. 36. <ul><li>Users collect virtual items such as furniture </li></ul><ul><li>Purchased from the Habbo Catalogue with real money </li></ul><ul><li>Users decorate their guest rooms with furniture </li></ul><ul><li>Virtual items provide “status” to users in Habbo </li></ul><ul><li>Collected by and traded between users or won in competitions </li></ul>Virtual Items Drive Habbo Economy
  37. 37. Sulake's Revenue Growth 37 Firstname Surname – Sulake Corporation Oy <ul><li>High revenue growth continued during 2008 from existing large markets, ad sales and new product features </li></ul><ul><li>Main revenue source: User revenues for virtual items </li></ul>
  38. 38. <ul><li>Over 155 different payment channels in 32 countries with over 70 billing partners </li></ul><ul><li>Available payment methods include: </li></ul><ul><li>Premium SMS </li></ul><ul><li>Interactive voice response </li></ul><ul><li>Electronic credit card / debit card </li></ul><ul><li>Online wallet </li></ul><ul><li>Online banking </li></ul><ul><li>Single or multi-purpose prepaid card / e-vouchers </li></ul><ul><li>ISP billing </li></ul>Payment System Infrastructure
  39. 39. Sulake Goodwill Cooperation <ul><li>Sulake works with goodwill/charity partners to help and give advice on serious real life issues to millions of teens around the world </li></ul><ul><li>Almost 30 goodwill partners from various fields </li></ul><ul><li>Most common activity: </li></ul><ul><ul><li>InfoBus virtual space with trained adult experts in 13 countries </li></ul></ul>39 Firstname Surname – Sulake Corporation Oy
  40. 40. Firstname Surname – Sulake Corporation Oy Advertising in Habbo
  41. 41. Habbo Hotel Advertising <ul><li>Unique value proposition to advertisers includes: </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Time spent / frequency of visits </li></ul></ul><ul><ul><li>User engagement and impact (immersive and non-intrusive) </li></ul></ul><ul><ul><li>Viral effect </li></ul></ul><ul><li>Offers wide variety of advertising solutions: </li></ul><ul><ul><li>Sponsored rooms, games and tournaments </li></ul></ul><ul><ul><li>Branded rooms and furniture </li></ul></ul><ul><ul><li>Website and in-world activities </li></ul></ul><ul><ul><li>Console messages </li></ul></ul><ul><ul><li>Interstitial ads </li></ul></ul><ul><ul><li>User surveys </li></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Credit premiums </li></ul></ul>41 Innovative and effective way for advertisers to engage with teens A brand needs to add value and be relevant to us. By doing so, it becomes the topic of discussion in the community.
  42. 42. <ul><li>Over 200 brands have advertised on Habbo from a wide variety of industries </li></ul>Advertising in Habbo Entertainment Food & Beverages Personal Care Fashion Services Electronics
  43. 43. Campaigns in Habbo - Tip of Iceberg 43 INTERSTITIALS BILLBOARDS CONSOLE MESSAGES BRANDED SPACES DISPLAY USER CREATED EVENTS FANSITE COVERAGE PROFILE PAGES BRANDED BADGES BRANDED VIRTUAL ITEMS THEMED USER ROOMS THEMED GROUPS VIRAL CONVERSATIONS
  44. 44. Nokia 44 Branded guest rooms Nokia
  45. 45. Nokia 45 Sponsored room Nokia
  46. 46. 46 Habbo Mall, NSPCC Idea Agency Branded Room & Group page
  47. 47. A virtual bar on-the-go Firstname Surname – Sulake Corporation Oy
  48. 48. Bobba Bar Fact Sheet <ul><li>Bobba Bar is a virtual bar for the mobile, where users can meet and make friends </li></ul><ul><ul><li>available as a free download at iTunes App Store for the iPhone and iPod touch and at Nokia’s OVI store for Nokia smart phones and at GetJar and www.bobba.com for other S60 devices </li></ul></ul><ul><li>Launched in November 2009 </li></ul><ul><li>Over 325,000 accounts created (March 2010) </li></ul>48
  49. 49. 49
  50. 50. Firstname Surname – Sulake Corporation Oy Habbo Research
  51. 51. Research 51 <ul><li>Sulake understands teenagers: </li></ul><ul><li>what makes them tick </li></ul><ul><li>how can brands best engage </li></ul><ul><li>Examples: </li></ul><ul><li>Habbo Global Youth Survey </li></ul><ul><li>Every year </li></ul><ul><li>Poll over 100,000 teenagers </li></ul><ul><li>Products, brands, likes, attitudes, fears </li></ul><ul><li>Personas Project </li></ul>
  52. 52. Habbo User Profile Firstname Surname – Sulake Corporation Oy Sources: Sulake Statistics 2008, Global Habbo Youth Survey 2008, Google Analytics 2008 Background 56% Boys - 44% Girls 63% are 13-16 year old 92% go to school/study 94% live with their parents 63% go to Habbo every day 43 minutes spent in Habbo on average 3/4 come to Habbo for socialising with friends Usage peaks after school and weekends 70% heard from a friend about Habbo Habbo Usage What’s Not Pop, hip hop & Rock Music Movies Computers & Games What’s Hot Politics Gambling & Betting Philosophy
  53. 53. Media Usage Globally Firstname Surname – Sulake Corporation Oy Percent of respondents who say the medium is important for them Age (years) -10 11-14 15-18 19-22 23- • Internet • Television • Magazines • Radio • Newspapers Source: Global Habbo Youth Survey, 15/30 Research 2006 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % Media Importance by Age 1. Instant Messaging 2. E-mailing 3. Minigames 4. Chat services 5. Other Gaming Most Popular Net Services
  54. 54. Habbo Users... Firstname Surname – Sulake Corporation Oy Source: Global Habbo Youth Survey 2008 *) Median value ... are worried about the effects of climate change … want to live an ordinary life ... are united around the world by their passion for music ... prefer to buy brands we are familiar with … spend hours on the Internet every day to hang out and communicate with their friends ... think having warm social relationships is most important in life ... crave for respect – especially from their peers ... have about 38 € per month in their own use *)
  55. 55. Habbo User Segments Firstname Surname – Sulake Corporation Oy CREATIVES 63% Girls, many 11-16 yr olds Open-minded, curious and active Value artistic self-fulfilment Tolerant attitudes, strong social conscience Wide range of cultural and intellectual interests In Habbo we come to meet our real life friends REBELS 53% Boys, all age groups Carefree, risk taking attitudes Value fun, enjoyment and experiences in life Open towards change and new ideas Interested in extreme sports and street culture In Habbo we like to organise and participate in private room games and activities TRADITIONALS 45% Girls, largest in under 12 yr olds Responsible & honest Value personal safety and ordinary life Conservative attitudes, but positive towards environmental protection Interested in nature, sports and pets In Habbo we are keen in helping new Habbos ACHIEVERS 60% Boys, many 13-16 yr olds Self confident & ambitious Value material welfare and success Intolerant attitudes, negative towards environmental issues Interested in sports, computers, fashion and partying In Habbo we are heavy traders and collectors LONERS 44% Boys, largest in over 17 yr olds Passive & insecure Value security Quite open-minded attitudes towards some topics, e.g. sexual minorities Focused areas of interest, for ex. comics & gaming In Habbo we come to meet our online friends
  56. 56.
  57. 57. Firstname Surname – Sulake Corporation Oy Personas
  58. 58. 58 “ While writing, I always think of some regular 16-year-old called Dave who’s on his bus trip to school: Is he going to want to listen to this? Last time we got so worried about who thinks this and who thinks that, and this time I’ve been really focused. On Dave. My 16-year-old imaginary friend. But not in a weird way.” - Chris Martin, Coldplay
  59. 59. Emmi Kuusikko & Heini Kaihu – Sulake Corporation Oy What are Personas? “ personas are not real people... they are hypothetical archetypes of actual users... defined with significant rigor and precision.” Alan Cooper, 1999 The Big Idea “ To create a product that must satisfy broad audience of users you will have far greater success by designing for one single person. ” Alan Cooper, 1999
  60. 60. Key Objectives <ul><li>Get everyone in development, operation and communication to understand our users in the same way to ensure a coherent user experience </li></ul><ul><li>Make sure everything we do (in product, marketing, site production, communication and community management) reflect the teenagers represented by the Personas </li></ul><ul><li>Have country offices use Personas to support their local work, and understand the global guidelines and product decisions better by knowing the Personas </li></ul><ul><li>Reach greater user satisfaction with Habbo </li></ul>Emmi Kuusikko & Heini Kaihu – Sulake Corporation Oy
  61. 61. Alignment works wonders <ul><li>A precise persona aligns the whole team </li></ul>Emmi Kuusikko & Heini Kaihu – Sulake Corporation Oy
  62. 62.
  63. 63. <ul><li>Discuss existing views of users </li></ul><ul><ul><li>Survey </li></ul></ul><ul><ul><li>Workshops </li></ul></ul>Emmi Kuusikko – Sulake Corporation Oy
  64. 64. <ul><li>Analyzing assumptions from survey and workshops </li></ul>Emmi Kuusikko – Sulake Corporation Oy
  65. 65. <ul><li>Analyzing Data points and transfer to post it notes </li></ul>Emmi Kuusikko – Sulake Corporation Oy
  66. 66. Emmi Kuusikko – Sulake Corporation Oy
  67. 67. <ul><li>Building skeletons </li></ul>Emmi Kuusikko – Sulake Corporation Oy
  68. 68. <ul><li>End result: 6 skeletons – some data still to be added </li></ul>Emmi Kuusikko – Sulake Corporation Oy
  69. 69. 69 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
  70. 70. 70 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
  71. 71. 71 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
  72. 72. 72 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
  73. 73. 73 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
  74. 74.
  75. 75. 75 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
  76. 76. 76 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
  77. 77. “ Create the theatre, not the play” (Paul Bennett, IDEO) Firstname Surname – Sulake Corporation Oy
  78. 78. Habbo Hotel 78 <ul><li>The world is the users </li></ul><ul><li>Sulake: </li></ul><ul><li>listens to the audience </li></ul><ul><li>provides tools for creative expression </li></ul><ul><li>gives teens the freedom to explore </li></ul><ul><li>listens to the audience, again and again! </li></ul><ul><li>Habbo’s bring the world to life! </li></ul><ul><li>user generated content </li></ul><ul><li>real communities </li></ul>
  79. 79. Three KPIs to rule them all 79 Conversion rate Retention rate Monetization rate
  80. 80. Three KPIs to rule them all 80 Conversion rate “ new returning users / new traffic” What's the biggest factor leading to new users leaving? Retention rate “ users returning period to period” What keeps users coming back? Fun, Friends, Features ..but also performance Monetization rate Traffic x Conversion rate x Retention rate (months) x Monetization rate = Revenue
  81. 81. Acquisition/conversion 81 <ul><li>External marketing materials & partnerships: </li></ul><ul><li>MTV, M6 </li></ul><ul><li>MUZU – online video exclusives </li></ul><ul><li>American Idol, Twilight, MTV The Hills </li></ul><ul><li>Collaborative rather then competative </li></ul><ul><li>Teens use multiple sites </li></ul><ul><li>Online advertising: </li></ul><ul><li>Largely CPA based activity </li></ul>
  82. 82. 82 <ul><li>FACEBOOK </li></ul><ul><li>1087% increase in fans Jan-April 2010 </li></ul>Acquisition/conversion
  83. 83. SUPERSUPER 83
  84. 84. 84
  85. 85. American Idol 85 Marketing Partnership American Idol
  86. 86. 86 MTV EMA, Global partnership campaign Branded Room & Group page
  87. 87. Acquisition/conversion 87 <ul><li>New user flow based on where and how the user was acquired: </li></ul><ul><li>Marketing partnership </li></ul><ul><li>Online advertising </li></ul><ul><li>Celebrity visit tie in (twitter, facebook, blog) </li></ul><ul><li>Tracking codes vital </li></ul><ul><li>New user experience: </li></ul><ul><li>Tutorial </li></ul><ul><li>Guide system </li></ul><ul><li>Starter furni </li></ul>
  88. 88. Acquisition/conversion 88 User Personal Landing Page
  89. 89. How Habbo Works – Retention: 89 <ul><li>Engaging activities: </li></ul><ul><li>UGC </li></ul><ul><li>Competitions </li></ul><ul><li>Polls </li></ul><ul><li>Celebrity visits </li></ul><ul><li>Marketing tie-ins </li></ul><ul><li>Targeted CRM practise: </li></ul><ul><li>Regular emails, targeted by activity level </li></ul><ul><li>Ingame messaging </li></ul><ul><li>Hotel wide alerts </li></ul><ul><li>Display advertising on homepages </li></ul><ul><li>Editorial promotion </li></ul>
  90. 90. How Habbo Works – Retention: 90 <ul><li>Habbo Big Brother Competition: </li></ul><ul><li>40,000 Group members in five weeks </li></ul><ul><li>Habwrecked Competition: </li></ul><ul><li>20,000 Group members in two weeks </li></ul><ul><li>Sci-Fi Campaign: </li></ul><ul><li>15,000 Group members </li></ul><ul><li>Disney World (user group): </li></ul><ul><li>11,000 Group members </li></ul><ul><li>NSPCC Idea Agency: </li></ul><ul><li>15,000 Group members </li></ul><ul><li> (UK statistics) </li></ul>
  91. 91. How Habbo Works – Monetization: 91 <ul><li>Relevant features: </li></ul><ul><li>Habbo Club </li></ul><ul><li>Furni </li></ul><ul><li>Special promotions (packs, payment types) </li></ul><ul><li>Bespoke merchandise: </li></ul><ul><li>Twilight </li></ul><ul><li>American Ido </li></ul><ul><li>Fremium business model: </li></ul><ul><li>90% of users access Habbo for free </li></ul>
  92. 92. How Habbo Works – Monetization: 92 Habbo promotion “ Space” furni range and activities
  93. 93. How Habbo Works: 93 <ul><li>Development process: </li></ul><ul><li>Scrum and Sprint – increased productivity x 4 </li></ul><ul><li>KPIs: </li></ul><ul><li>Conversion </li></ul><ul><li>Retention </li></ul><ul><li>Monetization </li></ul><ul><li>AdSales </li></ul><ul><li>Community </li></ul><ul><li>Daily / weekly reviews: </li></ul><ul><li>State of each business across all departments </li></ul><ul><li>Complete transparency up to board level </li></ul>
  94. 94. Firstname Surname – Sulake Corporation Oy Engagement Marketing Examples
  95. 95.
  96. 96. 96 Firstname Surname – Sulake Corporation Oy
  97. 97. <ul><li>VIDEO here </li></ul>97
  98. 98. User creativity 98 Firstname Surname – Sulake Corporation Oy
  99. 99. Finalists 99 Firstname Surname – Sulake Corporation Oy
  100. 100. 100 Firstname Surname – Sulake Corporation Oy
  101. 101.
  102. 102. Results <ul><li>Record sales over 5 weeks! </li></ul><ul><li>User activation on a very high level; eg competition participation, real life pic competitions </li></ul><ul><li>Facebook and Youtube activation worked really well, especially with female users </li></ul><ul><li>Amazing insight into teen fashion globally! Check eg http://www.seventeen.com/fun-stuff/17-buzz/lady-gaga-teen-fashion-icon </li></ul><ul><li>Winning design made into a Habbo outfit </li></ul>102 Firstname Surname – Sulake Corporation Oy
  103. 103.
  104. 104. Sulake Corporation | Strictly confidential – legally protected and privileged information
  105. 105. Sulake Corporation | Strictly confidential – legally protected and privileged information
  106. 106. Football kuvia
  107. 107. In summary 107 <ul><li>Habbo evolves with the audience: </li></ul><ul><li>User insight </li></ul><ul><li>KPI monitoring </li></ul><ul><li>Technology evolves with the audience: </li></ul><ul><li>Move from Shockwave to Flash </li></ul><ul><li>Move to the SNS cloud eg Facebook, RPX </li></ul><ul><li>Monthly upgrades </li></ul><ul><li>Merging of English speaking Habbo Hotels </li></ul><ul><li>Constant review, improvement, refinement </li></ul><ul><li>CONTINUAL DEVELOPMENT </li></ul><ul><li>This is the tip of the iceberg! </li></ul>
  108. 108.
  109. 109. Thank you! <ul><li>Oisin Lunny </li></ul><ul><li>MD Operations UK & Ireland </li></ul><ul><li>Sulake Corporation Oy </li></ul>

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