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Integrated Media: Networked

Highlight capabilities of social media & virtual worlds. Propose practical applications ... Social media websites drive participation & registration ...

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Integrated Media: Networked

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    Slide 1:Integrated Media: Networked Communication & Collaboration

    Presented to: Zonta International Ver 5LM April 15 2009

    Slide 2: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.

    Slide 3:Who We Are

    Moderne 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

    Slide 4: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.

    Slide 5: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.

    Slide 6: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

    Slide 7: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

    Slide 8: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/

    Slide 9:Project Showcase: Ontario MGS

    Slide 10:Project Showcase: Ontario MGS

    Slide 11: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

    Slide 12: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!

    Slide 13: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.

    Slide 14: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

    Slide 15: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

    Slide 16: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

    Slide 17: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

    Slide 18: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

    Slide 19: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

    Slide 20:Other Social Media

    Slide 21:Adobe Connect Pro

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

    Slide 22: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

    Slide 23: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

    Slide 24: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.

    Slide 25: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

    Slide 26: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

    Slide 27: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

    Slide 28: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

    Slide 29:Integration

    Proposed Communication Loop

    Slide 30: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

    Slide 31: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

    Slide 32: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

    Slide 33: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.

    Slide 34: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.

    Slide 35:Second Life Tour & Q/A

    Second Life Tour Ontario Islands in Second Life Adobe eLearning Island Charity: Water Questions & Answers

    Slide 36:Contact

    Louis Mourelatos, Vice President – New York Office: (516) 765. 0836 Email: Lou@ModerneCommunications.com Second Life: Evis Blackflag Twitter: LouModerne

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