Text 100 Gets a Second Life Jeremy Woolf, Vice President Text 100 Asia Pacific

Text 100 Gets a Second Life

Jeremy Woolf, Vice President

Text 100 Asia Pacific

Text 100

Fundamental changes

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

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

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

brave new world

so what?

Bigger cake, thinner slices

Confidence in each other, not institutions

society change: TRUST

Choice, and a voice

technology change: EMPOWERMENT

Peering, i.e. Meeting people you share an interest with, is one of the most prolific social dynamics of our time

Business Change: FRAGMENTATION

Today people build trust in a fundamentally different way

They increasingly distrust institutions

They increasingly trust their peers

trust

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

So?

peer to peer platforms

peer to peer platforms

commonalities

Participation

Openness

Conversation

Community

Connectedness

Real time

…next step

Second Life?

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

objectives

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

strategy

research and planning

audience analysis

execution

Situation:• The MacArthur Foundation announced funding to build the field

of digital learningExecution:• 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

blogsEvaluation:• 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

MacArthur case study

Text 100 Machinima

Video to be added

• 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

evaluation

influencing the conversation

Stage 1 Listen

Stage 2 Prepare

Stage 3 Engage

Opportunities Measures

Education• Internal and external trainings (employees,

partners, clients, etc.)

• save cost in RL• increase reach in RL• feedback of trainees

Collaboration• Make virtual team work more engaging and

creative

• frequency and duration of use• feedback of virtual workers

Innovation • Let your community help you develop new

offerings

•use of virtual devices (no. of copies, duration of use, features used)•suggestions for improvement

Marketing • Position your company as a leader in innovation• insight through dialogue marketing, test marketing• enhanced brand experience through community

engagement• Recruitment

• RL media stories• cost savings through SL tests• SL media stories • brand interactions (visits, duration, use of features)• no. of hires

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

lessons learned

Thank you!