Introduces the idea of a 'digital' event as a way to understanding how users engage with social media. Argues that the user experience should be considered first, before technology. Presents 2 case studies on how virtual worlds are used. (1) To watch President Obama's talk in Ghana collectively (2) By the US govt.(USDA / vGov)

1. Digital Event Joshua Nair 19 Jan 2011 1

3. My Background Special Interest Group on Interactive Digital Enterprise (SIGIDE) Melbourne/ Singapore/ USA Singapore Studying virtual worlds Selling and creating Virtual Worlds for govt/corporate use This presentation is in my personal capacity. Drawing on data and experiences from my workplaces 3

4. What’s a virtual world? Digital Spatial Environment (2D/3D) Virtual World 4

5. What’s a virtual world? Digital Spatial Environment (2D/3D) Virtual World 5 Second Life VastPark

6. What’s a virtual world? Digital Spatial Environment (2D/3D) Virtual World “Game-like” tools 6

7. What’s a virtual world? Digital Spatial Environment (2D/3D) Virtual World “Game-like” tools Supporting Features (e.g Social Network, Tools for User Created Content) 7

8. ObamaGhana 8 July 10th, 2009 In the eyes of the participants: “The news is full of commentary about how significant the speech that President Obama is going to give in Ghana tomorrow is going to be. And the White House is making a serious social media effort –Facebook, SMS, Twitter… “ “Citizens from numerous countries will meet together in virtual worlds to collectively watch a speech from President Obama, view Twitter feedback on his talk, and a join in discussion with musician and activist D.N.A. (Derrick Ashong), Ambassador Kenton Keith and African historian Professor Tim Burke. “ - RaphKoster

9. ObamaGhana 9 Video bridge virtual world platforms

10. Metaplace 10

11. Second Life 11

12. Primary Tools Technology in ObamaTalk Ustream Metaplace Second Life Skype A user’s PC (UGC) Secondary conversation Twitter Blogs 12 What’s going on? It doesn’t help to focus on the technology.

13. What did the user experience? SL: Grace McDunnough: We go to great lengths to be together and watch video ... I kinda love that SL: Grace McDunnough: Does this feel like this to anyone else? http://www.oldwickdental.com/editor/assets/img005.jpg 13

14. What did the user experience? 14

15. What did the user experience? 1) All together at the same time 2) Reciprocal Attention 3) Participants oriented towards/observing the same object Concept adapted from: KnorCetina & Brugger 2002, A.Schultz 1969 15

16. What did the user experience? 1) All together at the same time 3) Participants oriented towards/observing the same object 2) Reciprocal Attention Metaplace 16

17. What did the user experience? 3) Participants oriented towards/observing the same object 1) All together at the same time 2) Reciprocal Attention 17

18. What did the user experience? A “Digital Event”: Users are together at the same time (“interlocking time dimensions”) Reciprocal attention between users Participants oriented towards/observing the same object This creates a sense of “shared space”, “common experience” and “community(?)”. 18

19. What have other governments explored? US Department of Agriculture (2010) All use cases include, voice chat, text chat and live audio/video streaming. 19

20. What have other governments explored? US Department of Agriculture (2010) Each of these are Digital Events. All use cases include, voice chat, text chat and live audio/video streaming. 20

21. How should I approach social media? Focus on the user’s experience NOT on the technology 21

22. What does the user perceive? Surfing the internet alone Writing on the “Digital Noticeboard” Attending a “Digital Event” Reciprocal attention Reciprocal attention Oriented towards a particular web-thing Oriented towards a particular web-thing Real-time interaction VWs, Video-chat, web-meeting solutions Forums, Social Networks, Twitter A nice informative web page 22

23. Focus on Users Three Questions to ask: Who do I need to communicate with? What’s the best setting to communicate with them? Digital Event? Digital Noticeboard or Informative Web Page? What technology should I use to create this online setting? 23

24. Thank you joshuanair@gmail.comjosh@vastpark.com Feel free to contact me for a chat. 24

25. US Govt “At first I saw that Virtual Worlds were an incredible environment for education and training. Anybody that does anything to do with education gets it right away, how powerful and immersive the environment is.” Paulette Robinson Founder and Director of the Federal Consortium for Virtual Worlds Assistant Dean, National Defense University 25

26. Social media in an organization Questions to ask? Who are the ‘stakeholders’? (users) What’s important to them? What’s my mission? What’s the appropriate setting to connect them? What’s the right technology to use? What are the right features to have? 26