Archive for the ‘second life’ Category

Woody and second life

May 16, 2007


On May 15th, second life users spent 1,594.000$ in the virtual world.

The fact people spend money in a virtual world makes me think of this funny Woody Allen quote: “What if everything is an illusion and nothing exists? In that case, I definitely overpaid for my carpet


User engagement equations

May 14, 2007

Be sure to check out Techno//marketer this week. Matt Dickman proposes to adress as from today several topics about web 2.0. Here’s the menu:

  • Monday: History briefly and what Web2.0 is NOT
  • Tuesday: This isn’t your grandfather’s business model
  • Wednesday: Who let the tech out? (Please sing to the tune of “Who let the dogs out”. Thank you.)
  • Thursday: It’s the community stupid (whether you like it or not)
  • Friday: What this really means for you and your clients
  • Next to the menu, there’s is also an “à la carte” opportunity: Mark proposed his readers to add topic to his list. The topic I proposed is “Which new metrics should be developed for the new marketing?

    I believe we’ll be able to go beyond the microcosmic buzz of conversational marketing when the markets will agree on common metrics. There is already a lot litterature about web 2.0 metrics but it remains very unsatisfying due to the vague definition of the concept of web 2.0. This results in a lack of uncontested measures. I already wrote a few lines on Buzzmetrics, Comscore is developing measures of user engagement with a focus on no-pageviews formats like flash and Ajax, the projectfactory ranked brand engagement in second life, innovates in the vocabulary but keeps using very traditional measures,…

    It’s still a mess and the industry will have to solve that to be able to convince advertisers and media agencies.

    Rape me, my friend

    May 4, 2007

    When Belgium comes in the international news, it’s often for very weird reasons (from universal competency law to naked politicians or the Google-Copiepresse case). I already blogged about sexual exploration in second life. According to several newspapers of my dear country, the Belgian police is investigating a rape crime in second life.

    Regina Lynn wonders on wired if this is an hoax. Well it isn’t totally an hoax… even if what was published in the newspaper is quiet inaccurate. I know, thanks to bloggingthenews, that there is no investigation for a particular case but a “gathering of information” in order to check if some second life behaviors violate Belgian laws.

    I love this country 🙂

    Thanks for answering

    April 28, 2007

    Here’s a recap of my answers to the 8 questions of the Digital Marketing FAQ. 

    How far should I go in the dialogue with the users? Can I accept controversy on my website? What moderation level is acceptable?

    Is online advertising making sense without a decent website?

    Are there examples of 2.0 initiatives made by traditional brands that went totally out of hand?

    How can impressions be compared to television GRPs?

    How intrusive should I be? (expandable formats, videos with sound on by default)

    What does interaction rate (only available for rich media formats) tell me about the impact of my campaign?

    Does the long tail change anything to the way I should communicate with my target group?

    Why on earth do people use sites like second life?

    You can also find excellent answers to those questions on Transmission Marketing and Minor issues. Besides Mark and Steven, I need to thank a lot of people who contributed to the answers and the diffusion of the questions: Joe Jaffe, Kris Hoet, Ann Handley, CK, Michel Vuijlsteke, Marc Collier, Marc Bresseel and (in advance) Matt Dickman.

    I will come back soon with a wrap up and a powerpoint summarizing all the great contributions of those top marketeers.

    You can hide again

    April 27, 2007


    All good things come to an end. Here comes the last question of the digital marketing FAQ: Why on earth do people use sites like second life? I confess that I never went to SL. I have no avatar. I’m so old-fashioned, so 20th century,… I’m not really comfortable to talk about something I didn’t really experiment but I give it a try.

    Mark Goren believes that it’s all about connections. I agree with that and would add that SL is all about connections and exploration. Second Life is the closest thing to real world possible. It’s a mean to confront behaviours and social control without taking risks. For individuals it’s the opportunity to meet new people but also to experiment new territories and behaviours they wouldn’t have in real life. Why? Because you can hide again. Second Life is somewhere between RPG and social networking. On the most popular communities, you’re supposed to be transparent about the real you and the way you meet people is somehow very structured. On Second Life, it’s OK if you pretend.

    Ann Handley talked about her personal experience and it might sounds in contradiction with the lines above

    EVERY kid (yeah… every!) in my daughter’s 4th grade classroom of 23 has at least one Webkinz; many have more. They trade screen names at school. They meet at each other’s virtual houses after school. They buy virtual presents for each other (…) Second Life is a hog. It’s clunky, complicated, and “inelegant,” as MarketingProfs Publisher Allen Weis would say. But it’s only the start. The technology is only going to become smoother, easier to grasp, more elegant. (go to the full post)

    What Ann says is totally in line with the MTV-Microsoft study about kids, teens and technology: for them, the web can be taglined as: My mates are my media. Online communication is used to deepen real friendships while adults will try to discover new people sharing the same interests.

    And for the brands? We know that so far, we cannot talk about a great match between marketing in virtual world and customers’ expectations and according to Forrester research, it will not be the most growing advertising channel. I think brands shouldn’t matter about the efficiency of virtual worlds but regard it as an exploration field, just like users do.

    I interviewed a second life avatar

    April 19, 2007


    Hi, what is your name? My Name is Angy Aster, isn’t that a cute name? 

    Do you have a picture of yourself? Of course you See, I even have a Picture with Johnny Depp. 

    What do you like in second life? Talk to people, interactions with the others, it’s a really interesting community, some people are really great, other well, as in real world you know.

    What don’t you like? Nothing really, it’s a virtual world, so when I find it boring I leave. 

    Are you virgin? Nop, but I have a regular boyfriend ;-), Actually, I only tried once, for fun.

    What have you done in second life that you wouldn’t do in real life?  Dancing in a bar for money, but you know I needed those fabulous hair, gambling, SM sex.

    Thanks Angy!

    Second life porn tycoon

    March 30, 2007


    Pervert-at-large, erotic facilitator, pornographic mogul… that’s how Kevin Alderman describes his second life avatar: Stroker Serpentine (cool nickname), developer of avatar genitals, sex animations, fancy beds,  and other erotic accessories sold through the Strokerz Toyz boutique.

    After the sales of a Stroker Serpentine’s Amsterdam sim on eBay for 50.000 bucks, Alderman was interviewed by wired. A nice insight of sexual exploration in virtual worlds.

    The pollution of Second life

    March 27, 2007

    Avatar are real since they pollute. About that, I wanted to make a little update on this calculation made in december by Nick Carr.

    We know that second life will upgrade its server farm up to 10.000 units and that, in the first week of march, second life had an average simultaneous users number of about 36.000.

    I keep Nick’s assumptions: 120 watts per PC, 200 watts per server + 50 watts per server for air conditioning.

    (10,000 x 250 x 24) + (36,000 x 120 x 24) = 163,000 kilowatt-hour (and 4,53 kWh per capita per day). With current figures a second life avatar consumes 1.653 kWh (just like the per capita chinese consumption)

    Bad avatars!

    Second life (as a pervert)

    March 26, 2007

    Incest, child prositution, rapes, sadism,…

    It’s not the plot of the last Takeshi Miike. It’s the dark(est) side of second life and it’s all explained on second life herald.

    Some places on second life allow adults to have virtual sex with virtual children (adults who pretend to be children). We will all agree to say this is sick, but… Can virtual pedophilia be regarded as real pedophilia? Should it be banned or prosecuted like in Italy? Or is it just a weird roleplay between consenting adults?  Is it fiction or what happens in second life is somehow real?

    I must admit that I don’t really know what to think about that. Any opinions?

    Second life: give me a break!

    March 24, 2007

    Tanguy commented my post on second life’s brand strategies with a link to the video below. Thanks, Tanguy 🙂

    I don’t know if this spot was made for TV but anyway, this shows that second life is one of the few websites that are now part of popular culture (at least for the kit kat target group)

    Second Life Synchronicity

    March 23, 2007

    On March 19th, Kris posted an article entitled New media? Yes. New Marketing? Nah! The day after, the Brand Science Institute issued a press release to reveal a very low customer satisfaction towards the way brands are communicating on second life.  

    Only 7% of the second life users consider that the activities of the brands in second life as positive for the brand image and purchase intent, while 72% expressed their disappointment about brand activities.

    Marketing 2.0 has still to be invented.