Towards Marketing 3.0 : 7 rules for a better use of Second Life in WebMarketing strategies

1 Hélène Zuili©, makemyworlds.com™

Towards Marketing 3.0 : 7 rules for a better use
of Second Life in WebMarketing strategies

SLCC 2008 - Helene Zuili / Clara Young - makemyworlds.com™

dimanche 16 août 2009


“Land Baroness” Multimedia project manager
Content Maker I.T. coach & trainer for executive
Feel@Home & La Palmeraie Webmarketing consultant

She & Me


Hélène Zuili©

The Swiss Stem Cell Bank


Hélène Zuili©

FRONTRANGE for the CEBIT


Hélène Zuili©

Hélène Zuili©



Road Map

Make SL a part of your webmarketing strategy
Dont look to simply transpose your real life marketing insight into SL, it won’t
work !
Make your brand SL-conversationnal
Associate the community & be a part of it
Train your RL clients
Be time–consistent
Use SL marketing tools & plan the link between RL and SL



1 - Make S.L. a part of your webmarketing strategy

Website

SEO/SEM

+
Online Advertising

Email marketing

Blog marketing

Social networking

Widget marketing

Afﬁliation....etc...



1 - Make S.L. a part of your webmarketing strategy T
S

B/B Problematic :
* Allow FrontRange show team to get familiar with the booth before the show
* Offer a plus to FrontRange clients and prospects that could not attend the
CEBIT show in RL

WHAT
B/C Problematic :
* Educate on the embryotic stem cell collect process & conservation
* Push people to ask more info thru the other channels
* Associate the “brand” to a “new” technology



1 - Make S.L. a part of your webmarketing strategy T
S

Target : IT decision makers clients & prospects of the brand
Challenge : To get them to download the
SL viewer if they dont have it
To get them to learn the basics of SL so they are in situation to interact

WHO
Target : Potential mothers & fathers & prescriptors
Challenge : To stay closer as possible from the reality
To make them feel like getting more info thru the other channels : website,
call center,
make them understand the whole process of the embryotic stem cell
conservation




*They could come before, during and after the show
* They could meet & interact with sales team
* They could get access to the different websites & docs

HOW
*They could have access to all the informations & interact with it
* They could ﬁgure a visual idea of the collect & conservation process of
stem cells
* They could get in contact with the website




Marketing Goals : Attract on the SL site
Traﬁc on a website Relays thru click
Corporate brand purposes Visibility & integration
Public Relations & Medias Groups building
Outwold RL/SL Product promotion Group Buzz
RL /SL Event Sponsoring
Tests

Synthese
Faire connaitre = Popularize
Faire toucher = Accessible
Faire apprendre = Initiate
Faire sentir = Make it as real as possible




Sim “site”
When S.L. needs a
real marketing strategy Search

Advertising

Emailing

Promotion

Buzz, Blogs

Freebies/Goodies

Partnerships/Sponsoring/
Afﬁliation



Hélène Zuili©

2 - Dont look to simply transpose your real
life marketing insight into SL, it won’t work !



Dont think
people
are crazy !
Hélène Zuili©



Dont think
people
have no
money !




Ages in SL

18/24
25/34
34 & above

Dont think
people are
teens !


Geographic Origins SL

Early adopters
+/- 15 000 000
Belgium +/- 10 500 000
Average online
Danmark +/- 5 500 000 US

60 000
Europe

Netherlands +/- 16 000 000
Japon
Canada
Last 30 days South America
Australia

+/- 900 000 Autres

Genders in SL

Dont think it’s
only a small Men
Women

market !



Accept
the
potential
fantasy of
the place
& use it !


Hélène Zuili©

S.S.C.B.


Hélène Zuili©

3 - Make your brand SL-conversational




USE BLOGS




USE SOCIAL
NETWORKS




USE FORUMS


Hélène Zuili©

4 - Associate the community & be a part of it




SPONSOR
AUDIO
EVENTS

Hélène Zuili©




SPONSOR
PRIVATE
EVENTS

Hélène Zuili©



MANAGE&
ENTERTAIN
A GROUP

Hélène Zuili©




USE CULTURAL EVENTS




5 - Train your RL clients


5 - Train your RL clients

Be sure that they have a realistic vision
of Second Life

Be sure that they dont expect more
than Second Life can offer

Take the time to make them familiar
with the basic environment and
gestures (walking, chat, IM, zoom etc...)

Make Second Life as easier as possible
for them
Hélène Zuili©



NO PARCEL

6 - Be time–consistent


"Despite a multitude of challenges,
virtual worlds present a unique
marketing opportunity to target a
highly sought demographic, and virtual
worlds should be part of a company's
marketing portfolio," according to
Harvey Cohen, President of Strategy
Analytics.

"Numerous activities and forces are at
work to help validate virtual worlds'
value proposition and to overcome the
many barriers to mass participation,"
notes Barry Gilbert, Vice President and
Research Director.




Your clients are also early adopters

Their efforts will change according to
the growth of the virtual worlds and
their communities

They have the chance to start in good
conditions (“V.W. 2.0) & with an ability
to better anticipate the changes to
come.


35
Hélène Zuili©, makemyworlds.com™

7 - Use SL marketing tools & plan the
link between RL and SL
Sim or parcel “site”, Brand
Search
Advertising inworld
Emailing
Promotion/Goodies/Freebies
Buzz, Blogs
Partnerships/Sponsoring/ Afﬁliation
Tests & Metrics




SITE

WELCOME ZONE

SIGNALETIC & SETTING

DOUBLE VISIBILITY

COMMUNITY SPACES

THINK C.R.M



SEARCH

DEFINE A STRATEGIC POSITIONNING

THINK KEYWORDS

DONT FORGET OBJECT SEARCH

THINK OTHER LANGUAGES

DIVIDE PARCEL IF YOU HAVE
DIFFERENT FAMILY OF ITEMS

DONT DECEIVED YOUR VISITORS



ADVERTISING

SL CLASSIFIED

ADVERTISING INWORLD

ADVERTISING OUTWORLD

ACTIVE ADVERTISING

METRICS

THINK GLOBAL



EMAILING

CHOOSE AN OPT’IN POLICY

DO NOT ABUSE FREQUENCY

MAKE IT DIFFERENT

THINK OTHER LANGUAGES

EMAIL/NEWSLETTER



PROMOTION

PICKS VS TRAFFIC

GIFT CERTIFICATES

THEMATIC GROUPS

FLYERS & MAGAZINES

BRANDED FREEBIES

ALWAYS REMEMBER WHEN YOU
WERE A NEWBEE....




BUZZ & VIRAL

CREATE YOUR OWN EVENTS

YOUR CLIENTS ARE YOUR BEST
SALES PEOPLE

THEY CAN ALSO BE THE WORST

DONT FORGET SL IS MADE OF SMALL
& BIG COMMUNITIES



BUSINESS PARTNERSHIP/SPONSORING/
AFFILIATION

GET CLOSE TO PEOPLE WHO OFFER
COMPLEMENT ACTIVITY

ASSOCIATE YOUR BRAND TO EVENTS
THAT CAN CARRY NATURALLY YOUR
MESSAGE

SPONSOR COMMUNITY EVENTS

CREATE AN AFFILIATE PROGRAM




TESTS & METRICS

EVALUATE & TEST !

PREFER TOOLS THAT GIVES YOU
METRICS

CLIENTS FEEDBACK

ANALYTIC TOOLS


44 Hélène Zuili©, makemyworlds.com™ ©

POSITION

BRAND

COMMUNICATE

TEST

EVALUATE

CONCLUSION
email : clarayoung.sl@gmail.com
http://www.makemyworlds.com
http://www.biznetformations.com


Towards Marketing 3.0 : 7 rules for a better use of Second Life in WebMarketing strategies

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Towards Marketing 3.0 : 7 rules for a better use of Second Life in WebMarketing strategies