ntroduction to Virtual Communities ommunications and Fundraising In Second Life Moderated by Erika Bjune (aka Sage Truss) Vice President of Information Technology Tides Network With Panelists: Susan Tenby (aka Glitteractica Cookie) Sr. Manager, Online Community Development TechSoup Global Keith Morris (aka Jade Lily) American Cancer Society Volunteer Founder, Second Life Relay for Life Presented at the 2008 TAG Conference November 19, 2008 Miami, FL
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Introduction to Virtual Communities Communications and Fundraising In Second Life
Moderated by Erika Bjune (aka Sage Truss)Vice President of Information Technology
Tides Network
With Panelists:
Susan Tenby (aka Glitteractica Cookie)Sr. Manager, Online Community DevelopmentTechSoup Global
Keith Morris (aka Jade Lily)American Cancer Society
VolunteerFounder, Second Life Relay for Life
Presented at the 2008 TAG ConferenceNovember 19, 2008
Miami, FL
What is Second Life?Attributes of a Virtual World
• Opened to the public by Linden Lab in 2003
• Immersive 3D Environment
• NOT a game
• Avatars: Digital Representations of Self
• User Created World
• Real-time communication between avatars
• Micro economy/Currency Exchange
What Do People Do in Second Life?Art, Entertainment, and Emerging Business Uses
• Play at being someone else
• Connect with other people
• Create and sell virtual goods
• Build interactive art and educational pieces
• Attend live music, presentation, and discussion events
• Hold meetings in remote virtual offices
• Connect visitors with web-based content
• Marketing and outreach
• Fundraising
Second Life MetricsWho’s Using Second Life?
As of November 17th, 2008:
• 15,992,386 Total Residents
• 1,349,551 residents logged in the last 60 days
• 61,467 unique residents with “Positive Monthly Linden Dollar Flow”
• Usage by Age:
• Usage by Gender:
13-17 (Teen Grid) 0.53%
18-24 15.53%
25-34 34.77%
35-44 28.28%
45 plus 20.37%
Unknown 0.51%
Male 59.57%
Female 40.43%
Second Life MetricsWho’s Using Second Life?
• Usage by Country (based on total hours to date)
United States 13,901,429.03 40.13%
Germany 3,461,378.03 9.99%
United Kingdom 2,362,937.37 6.82%
Japan 2,109,781.27 6.09%
France 1,715,615.13 4.95%
Brazil 1,276,916.50 3.69%
Canada 1,245,798.50 3.60%
Netherlands 1,239,647.48 3.58%
Italy 1,175,888.45 3.39%
Spain 950,782.55 2.74%
Australia 694,580.20 2.01%
Belgium 302,122.95 0.87%
Portugal 294,680.68 0.85%
Switzerland 258,725.32 0.75%
Poland 224,577.07 0.65%
Argentina 183,159.15 0.53%
Denmark 182,383.53 0.53%
Sweden 168,336.67 0.49%
Austria 162,338.82 0.47%
Mexico 161,590.82 0.47%
Others 2,565,135.87 7.41%
Notice that within the top six countries, usage spans four continents!
Second Life MetricsShow Me the Money
• Current LindeX exchange rate (as of close Nov. 17th): L$263/US$1
• Total L$ Supply: L$5,324,965,584
• Monthly Spending by Amount (Oct 2008):
Transaction Size Approx. USD Residents
1 - 500 L$ 0.01 - 2.00 167,713 40.0%
501 - 2,000 L$ 2.01 - 8.00 71,561 17.1%
2001 - 5,000 L$ 8.01 - 19.00 52,866 12.6%
5,001 - 10,000 L$ 19.01 - 38.00 37,264 8.9%
10,001 - 50,000 L$ 38.01 - 190.00 64,684 15.4%
50,001 - 100,000 L$ 190.01 - 400.00 13,987 3.3%
100,001 - 500,000 L$ 400.01 - 1,901.00 9,661 2.3%
500,001 - 1,000,000 L$ 1901.01 - 3802.00 816 0.2%
Over 1,000,000 L$ > 3,802.00 646 0.2%
Second Life MetricsShow Me the Money
Resident Transactions by Amount (Oct 2008)
Transaction Size Volume Percent
1L$ 7,258,639 32.4%
2 - 19 L$ 5,404,663 24.1%
20 - 49 L$ 2,212,378 9.9%
50 - 199 L$ 3,879,115 17.3%
200 - 499 L$ 1,925,873 8.6%
500 - 999 L$ 756,681 3.4%
1,000 - 4,999 L$ 740,487 3.3%
5,000 - 19,999 L$ 175,679 0.8%
20,000 - 99,999 L$ 39,012 0.2%
100,000 - 499,999 L$ 3,840 0.0%
>= 500,000 L$ 333 0.0%
92.3% of transactions in October were about US$1.90 or less
Second Life MetricsShow Me the Money
Resident Earnings/PMLF (6-month average May-Oct 2008)
USD Equivalent PMLF Residents Percent
< $10 USD 32,246 53.3%
$10 to $50 USD 17,620 29.1%
$50 to $100 USD 3,747 6.2%
$100 to $200 USD 2,461 4.1%
$200 to $500 USD 2,257 3.7%
$500 to $1,000 USD 979 1.6%
$1,000 to $2,000 USD 580 1.0%
$2,000 to $5,000 USD 396 0.7%
> $5,000 USD 207 0.3%
Case Study: Avatar Action Center Raising Awareness of Global Sustainability Issues
• Project started October 2006
• Donation kiosk system for fundraising
• Stages and dance floor for events and presentations
• Interactive educational material
• Web site for group collaboration
• Weekly group meetings
• Partnerships with real-world organizations
• First SL-based project to gain nonprofit status (via fiscal sponsorship)
Case Study: Avatar Action Center Earth Day in Second Life
• AAC’s flagship event is the annual Earth Day celebration
• 5 live performers, 5 educational presentations, dance party
• 225 visitors throughout the day, 24 new group members