The Metaverse : Welcome to the Future of Digital

Marketing and the Internet

Nijenrode Masterclass : 29 november 2007

Yuri van Geest Mobile Monday / Trend8 / Emerce / yuri.typepad.com

Agenda (1,5 uur)

• (Digitale) Marketing Trends Recap

• Macro Trends

• Web 2.0 + Mobile Internet + Web 3.0 = Metaverse

• Virtual Worlds

• Life(b)logging

Mirror Worlds

Augmented Reality

RECAP

MARKETING

Marketing

• Waarden van adverteerders centraler

• Open source marketing

• ROI-based marketing

• Focus op productinnovatie, minder promotie

• Transformatie/Amateur Academies

Marketing (2)• Bewijs & informeren worden belangrijker

• Design / Simplicity

• Connecting customers (social networks)

• Delen ervaring belangrijker dan productervaring zelf

• Niche marketing

WEBSITES

Sociale filters/economie & reputatiesystemen

USA TodayTop10s, Most Sent

AmazonReviews

JoostRatings

ClearSpring (widgets)Sociale netwerken

Amazon Recommendation engines

Google (PageRank)Zoekmachines

Voorbeeld(en)Sociale filter tool

Functionaliteiten

Voorbeelden:• Screencasts• Open APIs en mash-ups• Ratings, reviews, recommended, RSS• Blogs en wiki's • Klantkoopfases expliciteren op homepage• Advies/vergelijk/filter/presenteer modules• Personalisatie-tools• Context-sensitieve FAQs

E-MARKETING

E-marketing : PULL

• Mobile marketing (AdWords, RFID, codes)

• Google Maps/Earth (KML; incl. mobiel)

• Buzz marketing in sociale netwerken

• Widgetization

• Zoekmachine Optimalisatie (SEO)

E-marketing : PUSH

• Behavioral Targeting (BT)• Networked Personalization• RevenueScience, AskNow, Wunderloop

• Social Media Optimization (SMO)• Link-baiting articles

• Affiliate marketing binnen A-merken sites• ClickDistrict, Advertising.com

TRENDS

“Every futurist who

is worth his salt is a historian”

(Kevin Kelly)

Kennis, Macht & Globalisering

Kerk en religie (< 1500)

Natie en staat (1500-1800)

Onderneming en markt (1800-2000)

Individu, groep en netwerk (> 2000)Smart Mobs / Peer Production / DIY / FabLabs

The Self Organizing Universe

ICT Evolutie

1970 – 1980: Connecting Computers

1980 – 1990: Connecting Networks

1990 – 2000: Connecting Documents

2000 – now: Connecting People & Data

Web 2.0

• Sociale Machine• Web = 'OS' (+ offline access)• Open APIs (open standaarden)• RSS en Widgets • Weblogs• Social networking • Wiki’s • Tagging and tag clouds• User Generated Content (UGC)

Essentie van Web 2.0 ?

DATA + life-streams Make The Invisible Visible (MTIV)

Web 2.0 en

MarketingStrategie

The Future = Wireless

7th Mass Medium

Web 3.0 ?

• Semantic/Intelligent Web ; Web = Database • Freebase• Twine• RealTravel

Serious Gaming / SimulatiesReal-life data feeds

Web 2.0 + Mobile

+ Web 3.0 =

The Metaverse

Metaverse ComponentenVerrijking

Simulatie

Intiem/Personal

Extern

2D -> 3D TrendFilmModelleren (CAD/CAM)Navigatie TVChatPrintersGamesBoekenFoto’sWeb

“Humans are not mentally living in the 3D world much of the time, even in the way they inhabit physical space.

3D makes sense in select environments”

"In the future, everyone becomes a

living, 3D destination”

VIRTUAL WORLDS

Virtual Worlds100 miljoen unieke gebruikers wereldwijd Bijna 10% van alle internet gebruikers wereldwijdVoorbeelden:

StardollMTV Laguna BeachThere.comMultiverseHomeCyWorldHabbo Hotel

Second Life10 miljoen registraties wereldwijd

Geen betrouwbare indicator voor gebruik

Per maand 600.000 actieve, unieke gebruikers

Per maand 30.000 actieve gebruikers uit NL

Actieve NL gebruikers: 60 uur per maand (!!!)

Groei in gebruik 10% per maand

Marketing in Virtuele Werelden Uniek kanaal (McLuhan/Tomi Ahonen)

Gedeelde sociale ervaringen (samen)

Deelnemers willen iets doen (actiegericht)

Faciliteer de conversatie (wikinomics)

Openheid

“By the end of 2011, 80 percent of active Internet users (and

Fortune 500 enterprises) will have a presence in

virtual worlds” (Gartner)

LIFELOGGING

LifeloggingBlogs

Twitter en Jaiku/Google

Seesmic

Kyte.tv en Operator 11

Socialight (mobile tagging)

iPod & Nike (GPS !)

Via web, mobiel web, sms en IM

Andere werelden

Het abonneren op de levens van jouw vrienden,

familie en kennissen

Het lezen van hun agenda, ideeën en gedachten

Twitter = Connecting People & DataOpen APIGlobalisation of individuals, groups and

networksLogging your life (life-logging)Makes the invisible parts of peoples lives

visibleIs mainly mobile, 7th mass medium

Lifelogging Toepassingen (1)Prive

PlezierCommunitySpontane ontmoetingenEmpathie & supportNoodsituatiesMulti-tasking (TV, radio, events etc.)Reizen

Lifelogging Toepassingen (2)

Zakelijk

Communicatiekanaal (opt-in, pull)Informatie (stats, sites, recommendations, tracker) Testen (producten, campagnes, concepten)OpdrachtenPartnersMerknamenNieuwe web applicaties Start-ups (TribeMinds)

En wat komt er na Twitter ?

Magitti Twitterende dieren en objecten Mobile Web Server Seesmic Cluztr Dopplr

Ms. GuoleifsdottirMs. Guoleifsdottir

Collective Mind Reading

Mobile Minds

The Self Organizing Universe

MIRROR WORLDS

Voorbeelden Mirror WorldsGoogle Earth/Maps

Microsoft Virtual EarthYahoo MapsMapQuestEarthmineEveryscapeOpenStreetMapGoogle StreetView

Google Earth

Marktleider> 200 miljoen gebruikers3D integratie -> SketchUpFunctioneel, instrumenteel, economischMarkt : iedereen Potentie is groter dan virtuele werelden

MyWorld -> integratie alle Google web apps?

AUGMENTED REALITY

Augmented Reality Hier en nuSterker leer-effectEverything is miscellaneous (fysiek + digitaal!)

Fysieke activiteit Duurzaamheid (cradle-2-cradle)Andere emotionele binding

Meer sociaal-relationele kijk Meer historische kijkMeer zicht op proces

Augmented RealityVerwante technologieën:

RFID en codesGPSZoekmachine

Pratende objecten met (sociale) historie

Eigendom en structuur minder belangrijkAlles is continu beschikbaar (mensen en objecten)

Aanbevelingen voor alles (Magitti)

Digitale overlay bij fysieke producten in realiteit

Digitale overlay bij digitale producten in realiteit MOGI / Japan

METAVERSE ROADMAP

2007 – 2016

“The same way computer games split between

themed (most), casual (many) and nondirective (a few) games, virtual worlds

may split accordingly”

“Smart 3G cell phones which are capable of streaming

location based audio, images, and minor video to mobile

users will be the next major breakthrough in mirror

worlds”

“Local community members looking at all this geo-data will see new potentials for alliances, co-branding of

events, continually reshaping the local virtual

real estate”

1) Educational and historical information for the landmarks you are passing

2) Highly local, up to the minute news, politics, weather, and traffic

3) Reviews on local restaurants, shopping and entertainment events as you are passing them

4) On the navigation and cell phone screen, location-based advertisements can pop up

CARS

“Store owners will be able to update their ads in real-time from web interfaces, using their own automated and manual systems.

Such ads are likely to create commercial and civic institution-driven flash mobs increasingly in

coming years”

“The Metaverse will accelerate the transition to a knowledge

economy where the creativity of individuals and groups become a

much more important form of capital. It is a platform for self-

discovery, identity, learning, MIY and intrinsic motivation”

“Metaverse Operating System Protocols emerge ->

interfaces between different virtual worlds ; just like

Google’s OpenSocial initiative for 2D social

networks”

Personal avatars used as representatives and

attention mediators in communication platforms

Real-time fact checking

Augmented reality matchmaking/dating

and business/profession

al networking service

VISIE

Vragen ?

yurivangeest@gmail.comwww.yuri.typepad.com

twitter.com/vangeest06-14 375 753