Integrated Media: NetworkedCommunication & Collaboration

Presented to: Zonta International

Ver 5LMApril 15 2009

Presentation Goals Why are we here?

Who is Moderne Communications, Inc?

Identify communication opportunities and benefits.

Highlight capabilities of social media & virtual worlds.

Propose practical applications of integrated concepts.

Who We AreModerne Communications

Parent company of Moderne Interactive Over 20 years of effective consumer engagement

and brand promotion programs 2008 Top 100 Event Agencies (Event Marketer

Magazine)

Moderne Interactive Digital, Social Networking, and Virtual Worlds agency Multi-role experience in Second Life with

governments, consumer brands and marketing/promotions programs

Strong understanding of effective communications

Why Second Life Benefits of using the SL Platform

Cost effective (verse proprietary 3D engines) Cheaper to develop & distribute Other engine development measured in years vs

weeks/months in SL

Accessible Second Life is a simple download Low end minimum requirements Network Safe

Dynamic Content can be created & altered on-demand Interoperability with Private Virtual Worlds of similar

platform (Beta)

Experiential / Memorable Participants experience your content, not just read it.

About Second Life Free 3D online virtual world

>15 Million registered members 1.5 Million in last 60 days 75k to 80k concurrent connections Avg Age 32 – 60/40 Male - Female

Launched by Linden Lab in 2003 Most content created by residents and developers Linden Lab provides the platform Virtual real estate divided by regions or simulators -

“sims”

Second Life can be used as a tool for memorable and emotional experiences that make deeper

connections with audiences.

SL Region Media Support

Content & Media Region(s) contain collateral & focus.

Streaming live Media via Parcel Audio Channel Display / Poster Art Help Kiosks & Displays Teleport Maps Quicktime / Youtube video Interactive Devices – Virtual experiences with

content E.g. - Fire Fighting

Virtual World Access Control

Open / Closed Region Registration, Group, & General Access (permission

based)

External Focus = Global Access

Recruitment / Awareness Push Career Experiences Promotional Marketing

Internal Focus = Restricted Access

Collaborative Environments & Evaluations Secure Training Internal cost-saving events (reduced travel)

Security Moderated & secure environments prevent issues

Client Highlights

Ontario Government OPS Careers

Online Job Fair & Career Simulation Digital Ontario Island

Government Broadband Policy Consultation Adobe Systems, Inc

Software Title Promotion & Evangelist Events Nestle

Nesquik Brand Personification (Nesquik Bunny) World Bank / IFC

Multi-Region & Web-casted Informational Conference TMP Worldwide

Media campaigns in support of recruitment programs

Case Studies available at http://www.modernecommunications.com/case-studies/

Project Showcase: Ontario MGS

Project Showcase: Ontario MGS

Project Showcase: Adobe Systems, Inc

Adobe eLearning Island

Software Launches Captivate 8 Director 11.5

User Communities Built Adobe enthusiasts eLearning theme & content focus

Community Meeting Points Title tutorials & discussions Software trial offers

Second Life: Hiring Case

How I got hired by Amazon.com

Simone Brunozzi, a 30 year old guy from Italy Attended an virtual career fair in Second Life – Nov 2007 Digitally met Jennifer – HR Rep from Amazon.com in

Seattle, WA Submitted Resume & LinkedIN Profile

May 2008 - Hired: Technology Evangelist for Amazon Web Services in

Europe!

IBM Case Study: Second Life

Linden Lab / IBM Partnership IBM Academy of Technology

Virtual Conference & Meetings 16 Virtual Regions 200+ Participants Diverse IBM groups from multiple real world

locations

*The complete IBM case study is available here.

IBM Case Study: Second Life

In their own words:

The complete IBM case study is available here.

“It would have been difficult for many

participants to take time off to attend a

live event.”Neil Katz,

IBM Distinguished Engineer,

Academy of Technology Member

“We truly felt as if we had attended a real-

time meeting, interacting with

others and carrying home practical information.”

Craig Becker, Global Architect, IBM Digital

Convergence

“Achieving that kind of relaxed

conversation in that large of a group was

a powerful thing.”Joanne Martin, President, IBM Academy of Technology

“The meeting in Second Life was everything that you could do at a traditional conference –and more-at one fifth the cost and without a single case of jet

lag.”Joanne Martin, President, IBM

Academy of Technology

Tools & Technology

Traditional Media Print, TV, Radio, Out-of-Home

Social Media Facebook, Myspace, LinkedIN Twitter Second Life Blogs & discussion forums

Measurement Tools Direct feedback Web analytics Physical code-redemption Custom data points

Communication Tools Adobe Connect Google Analytics

YouTube

Video sharing website Created by former PayPal employees – Feb 2005 Users can upload, view, and share clips 150k to 200k videos uploaded per month*

Project Sharing “Being Heard” Promotional / Grant exposure

Total Watch Time 2006: 9,305 years!

*Source

Facebook

Launched in Feb 2004 Created by Harvard undergrad students Alternative to traditional student directories Spread via Word-of-Mouth 200+ Million Members

Context: Facebook Groups Organization clouds formed on Facebook Private groups

Status updates Work discussions Engages & strengthens teams

Ford Motor Company Facebook Group

Linked In

Relationship Management Business-oriented social networking site

Founded in Dec 2002 Feb 2009:

35 Million global users 170 Industries

Professional networking Business opportunities Career search & post

Twitter

Short Message Service Twitter is a free social messaging utility for

staying connected in real-time. Instant updates from web or mobile device

SMS or Mobile Web RSS Feed – bi-directional

Other Social Media

Adobe Connect Pro

Online meeting & collaboration tool: Screen / Application sharing Video Enabled Telephone Conferencing URL launch – browser plugin Enables group chat

Google Analytics

Standardized Web Metrics Service offered by Google

Detailed visitor & trend tracking Keyword and search phrase intelligence Key insight into web site visitors Used to monitor paid ad performance Intuitive dashboard interface

Fund Raising for Non-Profits

Relay for Life American Cancer Society 4 Years in Second Life

Widespread donation kiosks Special events

Raised: 2005: $5,000 USD 2007:$118,000 USD*

Charity : Water Non-Profit Drilling Clean water to developing nations Twestival – Integrated Social Media

*Source

Integrated Approaches: Twestival

Twitter / Second Life / Internet / New York City

February 12th, 2009 7:30pm - 10:30pm EST

Real World event at M:2 Café NYC Virtual Event in Second Life – Live media from

NYC Twitter Stream

Event participants used twitter to network at event in NYC and with Digital Citizens – globally – in real time.

Social Media Concepts

Using Virtual Worlds & Social Media to target:

Citizens Digital Citizens

Professionals

Terms of Reference Interactive Media

Search Ad + Banner Ad + YouTube Video

Traditional Media

Newspaper Ad + Information Telephone Line + Event

Integrated Media

Virtual World + Newspaper Ad + Google Ad + Blog

Context: Targeting

How do we target professionals in Vancouver?

Web Spaces Craigslist – City specific

(http://vancouver.en.craigslist.ca/) Paid adverts on context specific websites

Traditional Marketing Vehicles PR Campaign to inform local Media Paid Print Advertisements (e.g. – Local Newspapers,

Posters, etc) Awareness / Action campaigns via Radio & TV Billboard Prompts

Messaging initiatives direct participants to virtual world & social network touch

points

Traditional Approaches

Event & Traditional Media

When used alone, traditional media remains top-of-mind for only a short period of time.

Traditional Media Easily dismissed or ignored

Message is lost in the clutter

Stand-alone Events Out-of-Home

Not attended by all citizen segments Little post-event consultation beyond print

distribution

Integrated Consultation

How might a virtual world program be used by Zonta International?

Global advocacy through presentation & interaction.

Public mission statement awareness Virtual presence featuring role-play simulation of

woman advocacy Visual & emotional environments Regular events & scenarios with observers Call-to-action initiatives / feedback & discussion groups

Integration Social media websites drive participation & registration PR Campaign – Media Local media mix

Integration Proposed Communication Loop

Barriers – Social Media

Social & Technological Barriers

High speed internet access Social media & virtual worlds require

bandwidth Computer resources

Low end computers lack graphic processor power

Service awareness The internet is a big place Users have comfort zones

Intuitiveness Some platforms / processes can be difficult to

navigate

Barrier Breakers

Overcoming Barriers High speed internet access

Availability on the rise Computer resources

Hardware prices falling Service awareness

Target audiences where they live, work, & play

Go to the user comfort zone Intuitiveness

Technology is evolving – becoming easier to use

Proper training prevents bad experiences

Communications: Disability - Accessibility

Raise Awareness / Provide Services Consult the public regarding availability and type of

services Content in multiple languages

Example Methodology

Virtual World Centerpiece Showcases efforts & related content: Ask for feedback Targeted group discussion events

Social Media Official blog to set context and provide feedback vehicle Twitter stream to provide dynamic content Paid Google / Yahoo advertisements

Traditional Media Push/Pull citizens to online initiatives

via print-tv-radio advertisements

Virtual Training Simulations

Utilizing Virtual Worlds for Real World Training

Use of SL technologies to facilitate training Role Play Training

Trainee is placed in dynamic situations Instructor / Evaluator Actors in unscripted environment

Process Experience Participant ‘walk-thru’ of work process Visual and interactive cues (touch / progress)

Advanced object scripting to facilitate ‘game’ environments based on work tasks.

Metric Example

System Metrics

Visitor traffic Avatar geo-location Returning visitors Popular locations Avatar age & profile info Language preferences Google Analytics Blogs set context

Feedback

…and more.

Second Life Tour & Q/A

Second Life Tour

Ontario Islands in Second Life Adobe eLearning Island Charity: Water

Questions & Answers

Contact

Louis Mourelatos,Vice President – New YorkOffice: (516) 765. 0836Email: Lou@ModerneCommunications.comSecond Life: Evis BlackflagTwitter: LouModerne