Marketing meets Social Media and Virtual Worlds

Tony O’DriscollFuqua School of Business

The Era of the Digital Native

3Di Web 2.0

Webvolution

Web 1.0

Access ParticipateValueProposition

PosterChildren

Find Share Collaborate Co-Create

Web 1.0: Yahoo versus Google

Banner Ads Search Based Ads

Web 2.0

Michael Wesch’s Story

User Generated Alternatives

Practical Application Exercise

Your Task: Build a Web 2.0 Advertizing Campaign for GM’s Chevy Tahoe

• Think about the User Generated approach discussed by Wesch• Outline the key Web 2.0 Tools and Incentives You Would Use

(5 Minutes)

Here’s What Happened !

Ford Learns from GM

Web 2.0 + Wireless = PersoLocoLization

Here Comes the Immersive Internet!

3Di: Defining Virtual Worlds

Sources: Business Week April 2006, The Economist. Living a Second Life, Sept. 28, 2006

Second Life is some unholy offspring of the movie The Matrix, the social networking site MySpace and the online marketplace eBay Business Week

Virtual World Economics

Clearly of social activity migrates to synthetic worlds, economic activity will go there as well. The volume of annual trade in synthetic worlds already exceeds $2B Castranova

Brands in Second Life

GM Trumps Toyota in SL

Control Curation

Scion Island Motorati Island

MTV: Couch Potatoes to Mouse Potatoes

Passive Media Immersive Media

Marketing in the Digital Age

From GENERIC to SPECIFIC

From BROAD SEGMENTATION to DYNAMIC PERSONALIZATION

From ONE-WAY TRANSACTION to DYNAMIC INTERACTION

From CONTENT CREATION to EXPERIENCE CO-CREATION

From BRAND MANAGEMENT to BRAND CURATION