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Text 100 Gets a Second Life Jeremy Woolf, Vice President Text 100 Asia Pacific. Text 100. Fundamental changes. brave new world. technology change Distributed computing, virtualization Open systems, integration Pervasive computing
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Text 100 Gets a Second LifeJeremy Woolf, Vice PresidentText 100 Asia Pacific
Fundamental changes brave new world technology change • Distributed computing, virtualization • Open systems, integration • Pervasive computing • Web 2.0: SW as web service, mash-ups, multiple p2p platforms empowering consumers • Technology as life style • Biotech society change The public and the private redefined More flexibility and more risk for the individual Distrust in public institutions (incl. media), trust in peers Participation Demographic change Gaps of wealth and values Migrations business change • Globalization • Aggressive Sourcing • The unreliable customer • Super-fragmented markets • Commoditization and price wars • On demand business • The virtual corporation • The unreliable employee • Increased social responsibility
Choice, and a voice so what? Peering, i.e. Meeting people you share an interest with, is one of the most prolific social dynamics of our time technology change: EMPOWERMENT society change: TRUST Confidence in each other, not institutions Business Change: FRAGMENTATION Bigger cake, thinner slices
trust Today people build trust in a fundamentally different way They increasingly distrust institutions They increasingly trust their peers
So? Technology is enabling more choices People can pull information and find inspiration faster than ever before Peer media is empowering them to have their own voice
commonalities Participation Openness Conversation Community Connectedness Real time
objectives Create a virtual world experience for Text 100, so that our consultants could develop services in an informed way Launch our presence internally and externally and position Text 100 as an innovator Educate our audiences on the benefits of PR with and within virtual worlds
strategy Build a virtual world office for Text 100 in SL Create a video concisely illustrating the PR potential of virtual worlds Engage with SL residents Publicize the launch of Text 100’s SL office Celebrate Text 100’s 25th anniversary in SL
MacArthur case study Situation: • The MacArthur Foundation announced funding to build the field of digital learning Execution: • Program was launched at a press event in New York with a panel discussion simulcast in SL • Audience in SL could interact with the panel in New York via live streaming video • Text 100 coordinated the outreach to the SL community and blogs Evaluation: • SL component filled to capacity with 60 avatars on the main grid and an additional 15 on the teen grid • Enthusiastic participant response • Coverage in both real life and SL publications • Transcripts, images, podcasts disseminated within minutes of event conclusion, leading to amplification of announcement in blogosphere • Created a new 3D virtual meeting dynamic
Text 100 Machinima Video to be added
evaluation Machinima has been viewed over 80,000 times (June 2007) Global speaking engagements New business opportunities It’s a new platform for internal and external trainings that is more engaging than any other virtual meeting room Holding our anniversary celebration was a powerful way to introduce our staff to a new public and a new comms platform resulting in a large number of Text group avatars Our SL presence was a way to make leadership in innovation visible in a way that is unique for our industry Awards won More than $125K in business generated Expo space launched
Stage 1Listen Stage 2Prepare Stage 3Engage influencing the conversation
lessons learned SL is not a game The quality of interaction is unique The Second Life should be more than the first Don’t assess SL today – assess its potential