A presentation given at the Realidades Virtuais Conference of the Goethe-Institut Portugal in Lisbon on 26 May 2010.

1. Second Life An introduction and beyond
Second Life
Second Life, An Introduction and beyond
Realidades Virtuais, Goethe-Institut Lisboa, 26.05.2010

2. Second Life An introduction and beyond
What is Second Life?
 Second LIfe is a persistant virtual world, a
completly user generated 3D Environment
 Through 3D Animations and the use of
avatars as virtual characters Second Life
delivers a real feeling of space and dimension
 Second Life is not a Game in the traditional
sense, it has no roleplay, no quests and no
goals to achive.
 Second Life gives Companies and
Organisations a new communication channel
to their target groups outside the traditional
media.
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3. Second Life An introduction and beyond
The Basics
The Avatar
your representation in the virtual world
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4. Second Life An introduction and beyond
The Basics
The Avatar
your representation in the virtual world
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5. Second Life An introduction and beyond
The Basics
The Avatar
your representation in the virtual world
<< < > >>

6. Second Life An introduction and beyond
The Basics
The Avatar
your representation in the virtual world
<< < > >>

7. Second Life An introduction and beyond
The Basics
The Avatar
your representation in the virtual world
<< < > >>

8. Second Life An introduction and beyond
The Basics
Walk, Fly, Teleport
some things work better than in Real Life
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9. Second Life An introduction and beyond
The Basics
Walk, Fly, Teleport
some things work better than in Real Life
<< < > >>

10. Second Life An introduction and beyond
The Basics
Walk, Fly, Teleport
some things work better than in Real Life
<< < > >>

11. Second Life An introduction and beyond
The Basics
Walk, Fly, Teleport
some things work better than in Real Life
<< < > >>

12. Second Life An introduction and beyond
The Basics
Walk, Fly, Teleport
some things work better than in Real Life
<< < > >>

13. Second Life An introduction and beyond
The Basics
Walk, Fly, Teleport
some things work better than in Real Life
<< < > >>

14. Second Life An introduction and beyond
The Basics
The region or SIM
space you can buy or rent to build or life on
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15. Second Life An introduction and beyond
The Basics
The Grid
all SIMs together are know as the Grid.
Currently 28,461 SIMs equals 2,073 Square Kilometers
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16. Second Life An introduction and beyond
The Basics
User Generated Content
All content in Second Life is generated by ist
residents
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17. Second Life An introduction and beyond
The Economy
Total User-to-User Transactions Q1 2010 US$160M
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18. Second Life An introduction and beyond
Critical sucess factors
 Use is for free
 No limitations through given roleplay
 Client software is easy to install and
comfortable to use.
 Lots of interesting content also for non
Comnputer Gamers
 The Ability to build and create attracts a DIY
affine target group
 The currency Linden$ is convertable. New
inGame Business models are possible
 It‘s open for new concepts
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19. Second Life An introduction and beyond
The Dark Side
It‘s the world as we know it, and not
much better than that.
 Fraud
 Adult Contend
 Gambling
 Closed System > no Democracy
 It‘s a bit like Apple without devices
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20. Second Life An introduction and beyond
Who is using it
And what are they doing there ?
 Ordinary people, so called
residents, people like you and
me
 Artists
 Politicians
 Companies
 Educators
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21. Second Life An introduction and beyond
Who is using it
Residents
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22. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her
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23. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her or him
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24. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her or him or her
<< < > >>

25. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her or him or her or even him
<< < > >>

26. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her or him or her or even him or him
<< < > >>

27. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her or him or her or even him or him or
it
<< < > >>

28. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her or him or her or even him or him or
it or her
<< < > >>

29. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her or him or her or even him or him or
it or her or them
<< < > >>

30. Second Life An introduction and beyond
Residents
When you explore the World of Second Life you
may meet her or him or her or even him or him or
it or her or them ... So, don‘t be afrait.
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31. Second Life An introduction and beyond
Residents
81,156 in Q1 2010
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32. Second Life An introduction and beyond
Residents
User Hours Reached 116 Million in Q1 2010
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33. Second Life An introduction and beyond
Sociodemographics
Gender:
Male: 59,32%
Female: 40,68%
Age Groups:
13-17: 1%
18-24: 24%
25-34: 38%
35-44: 23%
45+ 15%
Since 2008 figures not longer published by
Linden Lab, but haven‘t changed much
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34. Second Life An introduction and beyond
Sociodemographics
Geographic spread:
USA 42,7%
Germany 10,4%
UK 7,2%
France 5,8%
Japan 6%
Canada 4%
Brazil 4%
Spain 3,2%
Australia 2,2%
Portugal 1%
Since 2008 figures not longer published by
Linden Lab, but haven‘t changed much
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35. Second Life An introduction and beyond
What are they doing?
 Comunicate: Through Chat, Instand
Message and Voice Chat
 Explore: The Second Life world is hugh. You
have never seen it all. To explore unknown
islands and try out new things is exiting and
time consuming
 Consume: You can buy almost all sorts of
things. Thanks to the SL currency Linden$
there is a vibrant inWorld economy.
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36. Second Life An introduction and beyond
What are they doing?
 Build: Every user can create its own content.
Possibilities are almost unlimited
 Have fun: There are lots of opportunities to
entertain yourself. Bars, Clubs, etc. are
available in hugh quantities.
 Cultural Activities: Also lots to do for the
more settled down. Pubs, Theaters, Cinemas
and even Poetry Slams.
 Education: Learn new Languages, listen to
inspiring talks, get in contact with experts
you‘d never have the chance to meet in real
Life
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37. Second Life An introduction and beyond
Machinima Time
It's a wonderful Second Life: Breathe 2
http://www.youtube.com/watch?v=-
ISYjzwGOZw
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38. Second Life An introduction and beyond
Who is using it
Artists
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39. Second Life An introduction and beyond
Artists
 All sorts of arts are present inWorld
 Visual Arts
e.g. Cao Fei, Vennice Biennale,
Guggenheim
 Music
Thousands of Musicians
streaming, but also things like
Avatar Orchestra Metaverse
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40. Second Life An introduction and beyond
The Goethe-Institut in Second Life

41. Second Life An introduction and beyond
The Goethe-Institut in Second Life

42. Second Life An introduction and beyond
Artists
 All sorts of arts are present inWorld
 Visual Arts
e.g. Cao Fei, Vennice Biennale,
Guggenheim
 Music
Thousands of Musicians
streaming, but also things like
Avatar Orchestra Metaverse
 Performing Arts
e.g Theater groups
 Machinima
The inWorld form of film
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43. Second Life An introduction and beyond
Machinima Time
I'm Too Busy To Date Your Avatar!
http://www.youtube.com/watch?
v=3S6gMw0X4gg
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44. Second Life An introduction and beyond
Who is using it
Politicians
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45. Second Life An introduction and beyond
Politicians
 Second Life was present in all major
election campains in the last years
 Politicians that can manage Web 2.0 can
also manage Second Life
 Politicians who can‘t also fail inWorld
 Residents want to participate and
communicate (1 to many communication
don‘t work inWorld)
 Good example: Obama goes Ghana
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46. Second Life An introduction and beyond
Who is using it
Companies
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47. Second Life An introduction and beyond
Companies
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48. Second Life An introduction and beyond
Brands inWorld
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49. Second Life An introduction and beyond
What are they doing?
 Advertising/Public Relations
 Internal Communication
 Collaboration
 Education and Training
 After-Sales-Service
 Market Research
 Sponsoring/ Eventmarketing
 Distribution
 Incentives
 Human Ressources
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50. Second Life An introduction and beyond
What are they doing?
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51. Second Life An introduction and beyond
Types of Collaboration
In Order of Level of Involvement
 Telefonkonference
 Webkonference
 Videokonference
 Virtual World Meeting
 Face-to-Face Meeting
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52. Second Life An introduction and beyond

53. Second Life An introduction and beyond
Engagement
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54. Second Life An introduction and beyond
Advantages of virtual Meetings
Virtual Worlds vs. Traditional Tools
++ Immersion
++ supports all 4 types of learners
+ Equal Opportunities
+ Higher Level of Awareness
+ Less Multitasking
-- high technology hurdles
- Longer adoption phase
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55. Second Life An introduction and beyond
Advantages of virtual Meetings
Virtual Worlds vs. Face-to-Face
++ cost
++ time
+ CO2
-- Informelle aspects
- Networking
- Emotions
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56. Second Life An introduction and beyond
Advantages of virtual Meetings
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57. Second Life An introduction and beyond
Cost cutting, an example
Cost per employee attending a
converence at Microsoft Corp.:
Real Life: $40 - $45
Virtual World: $0.35
Source: ThinkBalm
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58. Second Life An introduction and beyond
Who is using it
Educators
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59. Second Life An introduction and beyond
Educators
Currently about 400 professional Education
Organizations inWorld
 Universities (e.g. Harvard, MTH Köln)
 Community colleges (e.g. VHS Goslar)
 Inworld Edu Companies
 Non-Profit-Organizations
 Libraries/ Museums (e.g. Bavarian State
Library, Gemäldegalerie Dresden)
 Real–World Edu Companies (LanguageLab,
Accor etc. some use it only for internal
training, no access for externals)
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60. Second Life An introduction and beyond
Case Studies
These topics are already covered successfully
inWorld
• Law
• Languages
• Information Technology
• Media
• Architekture
• Science
• Healthcare
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61. Second Life An introduction and beyond

62. Second Life An introduction and beyond

63. Second Life An introduction and beyond

64. Second Life An introduction and beyond

65. Second Life An introduction and beyond
Machinima Time
Harvard Law School: Law in the Court
ouf Public Opinion
http://www.youtube.com/watch?
v=ZUNAhzwZkdU
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66. Second Life An introduction and beyond
Tools
You can use in Second Life to support Education
 Chat (1:1 and group chat)
 Audio (Voicechat and Audiostreams)
 Videostreams
 Boards for slides and presentations
 Whiteboards
 All sorts of webbased collaboration tools like
google docs due to Media on Prim in Viewer 2
 Connectors to 2D webbased eLearning
Systems
(Sloodle/Moodle, Immersive Workspace)
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67. Second Life An introduction and beyond
Spaces
You can build in Second Life to support
Education
 Virtual Classrooms
 Conference Rooms
 Lecture Theaters
 Learn paths
 Scenarios for Roleplay
 The whole Grid could be your classroom
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68. Second Life An introduction and beyond
The Goethe-Institut in Second Life

69. Second Life An introduction and beyond
Machinima Time
The Goethe-Institut in Second Life
http://www.youtube.com/user/
goetheinstitut#p/u/159/4pKBf7kue1M
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70. Second Life An introduction and beyond
The Goethe-Institut in Second Life
Highlights of the Goethe-Institut SIM:
 Exibitions:
e.g. Die Tropen, Deutsche Modefotografie
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71. Second Life An introduction and beyond

72. Second Life An introduction and beyond

73. Second Life An introduction and beyond
The Goethe-Institut in Second Life
Highlights of the Goethe-Institut SIM:
 Exibitions:
e.g. Die Tropen, Deutsche Modefotografie
 Videos:
e.g. short movie contest: Die Macht der Sprache
<< < > >>

74. Second Life An introduction and beyond

75. Second Life An introduction and beyond

76. Second Life An introduction and beyond
The Goethe-Institut in Second Life
Highlights of the Goethe-Institut SIM:
 Exibitions:
e.g. Die Tropen, Deutsche Modefotografie
 Videos:
e.g. short movie contest: Die Macht der Sprache
 Events:
e.g. Bernd Begemann Concert, Realidades Virtuais
Conference
<< < > >>

77. Second Life An introduction and beyond

78. Second Life An introduction and beyond

79. Second Life An introduction and beyond
The Goethe-Institut in Second Life
Highlights of the Goethe-Institut SIM:
 Exibitions:
e.g. Die Tropen, Deutsche Modefotografie
 Videos:
e.g. short movie contest: Die Macht der Sprache
 Events:
e.g. Bernd Begemann Concert, Realidades Virtuais
Conference
 Art:
e.g. Artist in Residence: 0100101110101101.ORG
<< < > >>

80. Second Life An introduction and beyond

81. Second Life An introduction and beyond

82. Second Life An introduction and beyond

83. Second Life An introduction and beyond

84. Second Life An introduction and beyond

85. Second Life An introduction and beyond
The Goethe-Institut in Second Life
Highlights of the Goethe-Institut SIM:
 Exibitions:
e.g. Die Tropen, Deutsche Modefotografie
 Videos:
e.g. short movie contest: Die Macht der Sprache
 Events:
e.g. Bernd Begemann Concert, Realidades Virtuais
Conference
 Art:
e.g. Artist in Residence: 0100101110101101.ORG
 German Language Get Together:
daily Voice chat with Tutor
<< < > >>

86. Second Life An introduction and beyond

87. Second Life An introduction and beyond

88. Second Life An introduction and beyond
The Goethe-Institut in Second Life
Highlights of the Goethe-Institut SIM:
 Exibitions:
e.g. Die Tropen, Deutsche Modefotografie
 Videos:
e.g. short movie contest: Die Macht der Sprache
 Events:
e.g. Bernd Begemann Concert, Realidades Virtuais
Conference
 Art:
e.g. Artist in Residence: 0100101110101101.ORG
 German Language Get Together:
daily Voice chat with Tutor
 Free German Course:
weekly german language class A2 using sloodle,
scenarios etc.
<< < > >>

89. Second Life An introduction and beyond

90. Second Life An introduction and beyond

91. Second Life An introduction and beyond

92. Second Life An introduction and beyond

93. Second Life An introduction and beyond

94. Second Life An introduction and beyond

95. Second Life An introduction and beyond

96. Second Life An introduction and beyond
A look ahead
• Viewer 2.0
already there, brought us Web on a
Prim and completly new options of
collaboration
 Real Names
Marissa Bergbahn will become
Markus Bokowsky
 Mesh
Collada Import from 3dStuidioMax,
Maya etc.
 Mobile
almost there, but we expekt more to
come
<< < > >>

97. Second Life An introduction and beyond
Thank You
Bokowsky + Laymann GmbH
Marketing in Computer-Mediated Environments
Friedrichstraße 1
D-80801 München
Tel.: ++49/89-3300869-0
Fax: ++49/89-3300869-9
http://www.bokowsky.de
Real World:
markus@bokowsky.de
@MarkusBokowsky
Second Life:
Bokowsky Island
secondlife.bokowsky.net
IM: Marissa Bergbahn
Also on Facebook, twitter, YouTube, slideshare, Flickr
etc.