metaverse marketing: games and virtual worlds in product promotion

MAKING SENSE OF BUSINESS IN VIRTUAL WORLDS

Making Sense of Business in Virtual WorldsMetaverse Marketing

Games and Virtual Worlds in Product Promotion

Berlin, den 6.11.2007

Seite 2© 2007 The Otherland Group GmbH Making Sense of Business in Virtual Worlds

Welcome to Berlin ;)


Sebastian Küpers


Chief Creative Officer


The Otherland Group


Full-Service Agency for Virtual Worlds


Play World of Warcraft since 2005


Resident of Second Life since 2006


2 Questions:


1. Why should you think aboutinvesting in Virtual Worlds?


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


What do we talk about?


I am sure you've heard of ...


... and of course ...


But that are only the „basics“ ....


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


... and many many more ...


More than 3 dozen Virtual Worlds


About 80 Million active Residentswithin these worlds


... and it still growths ...


10% each month over all VWs


in detail:


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


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


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.


They way we use Virtual Worlds will change!


Today: Nobody says anymore ...


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


You say:


“I'll buy me a book on Amazon“


“I'll watch a movie on iTunes“


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


This will change here aswell!


You will say:


„I will attend a product presentation“


„I will meet some friends to discussthis or that“


„I will have a look what's new fromIKEA this season“


Window Snyder, Mozilla Foundation


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


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


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


The barriers will be lowered massively


The access will be context driven


Fact is ...


... more and more people spendseveral HOURS / MONTH in VWs


For example:


Facebook: 3 hours / month


Second Life: 20-40 hours / month


This media usage is substituting ...


... less television


... less other media channels


1. Why should you think aboutinvesting in Virtual Worlds?


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


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


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


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


So what are these possiblities?


First: What do the residents?


Second: What can I do there?


1. They create a virtual presence


Avatar Picture


Compared to Web2.0 ...


Avatar Picture


2. They communicate with others


BUT: in real-time


3. They create content


Picture: blogger.com setup a blog


4. They do things together andshare a social experience


Picture: They go Shopping


Picture: They go Dancing


Picture: They attend events


Picture: They havent romantic moments


???


Can we do thing togetherlike this in the web?


Example:


When you are on anysite on Amazon ...


... thousands of others look at thissite at the same time aswell ...


... but you don't see them!


In a Virtual World you would!


You could talk to them!


Get direct recommendations


You could find new interesting people


And why is that possbile?


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


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


That doesn't exist in the web!


So what should YOU do there?


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


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


Broschures as static webpages in an interactive medium ...


... has been a bad idea!


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


... is bad idea aswell ;)


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


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


Find the approaches your company can realize within a Virtual World, which you couldn't do before.

Start experimenting with them!


First: What do the residents?


Second: What can I do there?


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


2. You need to communicate with your community in-world ...

... in REALTIME ...

... FACE TO FACE ...


3. You can give residents something to do ...

... maybe think of „crowdsourcing“ ...

... involve them directly, because they are really there!


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


Get them involved and be an activepart of the communication in-world!


How can this look like?


First Steps:


Hype?


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.


Against the prevalent opinion ...


Advertising in Virtual Worlds works!


CTRs between 5 and 12 percent


BUT:


It is important WHAT you advertise


Linking to the web is a bad idea!


You should keep residents in-world


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


Advertise your in-world activities!


Second Step:


In-World Activities?


Two examples:


Pontiac Case einfügen


What can we learn from thisprojects?


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


Be part of the communication


Give residents something to do


Provide them the possibility to have shared social experiences


That is, what it's really about ina Virtual World


And now I tell you the best ...


... everything is measurable, AND ...


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


It's about Analytics


It's about API's


It's about Targeting


You can measure:


What have they done at my presence?


Which events have they attend?


What do they look at?


What do they talk about?


... and ...


What interests do they have?


Let me explain the last point:


FAZIT


The market is growing!


It will become relevant for you!


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


You can have real-time conversations with your community!


You can get direct feedback from your Community!


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


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


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


Thank You !


And don't forget your Feedback:

feedback.berlin.web2expo.com


ContactSebastian Küpers, Chief Creative Officer

The Otherland GroupKöpenicker Str. 48/49 (DAZ)10179 Berlin-Mitte, Germany

[email protected] +49 [151] 1248 40 32http://www.otherland-group.com http://otherland.blogs.com

metaverse marketing: games and virtual worlds in product promotion

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