The Metaverse : Welcome to the Future of Digital
Marketing and the Internet
Nijenrode Masterclass : 29 november 2007
Yuri van Geest Mobile Monday / Trend8 / Emerce / yuri.typepad.com
Agenda (1,5 uur)
• (Digitale) Marketing Trends Recap
• Macro Trends
• Web 2.0 + Mobile Internet + Web 3.0 = Metaverse
• Virtual Worlds
• Life(b)logging
Mirror Worlds
Augmented Reality
RECAP
MARKETING
Marketing
• Waarden van adverteerders centraler
• Open source marketing
• ROI-based marketing
• Focus op productinnovatie, minder promotie
• Transformatie/Amateur Academies
Marketing (2)• Bewijs & informeren worden belangrijker
• Design / Simplicity
• Connecting customers (social networks)
• Delen ervaring belangrijker dan productervaring zelf
• Niche marketing
WEBSITES
Sociale filters/economie & reputatiesystemen
USA TodayTop10s, Most Sent
AmazonReviews
JoostRatings
ClearSpring (widgets)Sociale netwerken
Amazon Recommendation engines
Google (PageRank)Zoekmachines
Voorbeeld(en)Sociale filter tool
Functionaliteiten
Voorbeelden:• Screencasts• Open APIs en mash-ups• Ratings, reviews, recommended, RSS• Blogs en wiki's • Klantkoopfases expliciteren op homepage• Advies/vergelijk/filter/presenteer modules• Personalisatie-tools• Context-sensitieve FAQs
E-MARKETING
E-marketing : PULL
• Mobile marketing (AdWords, RFID, codes)
• Google Maps/Earth (KML; incl. mobiel)
• Buzz marketing in sociale netwerken
• Widgetization
• Zoekmachine Optimalisatie (SEO)
E-marketing : PUSH
• Behavioral Targeting (BT)• Networked Personalization• RevenueScience, AskNow, Wunderloop
• Social Media Optimization (SMO)• Link-baiting articles
• Affiliate marketing binnen A-merken sites• ClickDistrict, Advertising.com
TRENDS
“Every futurist who
is worth his salt is a historian”
(Kevin Kelly)
Kennis, Macht & Globalisering
Kerk en religie (< 1500)
Natie en staat (1500-1800)
Onderneming en markt (1800-2000)
Individu, groep en netwerk (> 2000)Smart Mobs / Peer Production / DIY / FabLabs
The Self Organizing Universe
ICT Evolutie
1970 – 1980: Connecting Computers
1980 – 1990: Connecting Networks
1990 – 2000: Connecting Documents
2000 – now: Connecting People & Data
Web 2.0
• Sociale Machine• Web = 'OS' (+ offline access)• Open APIs (open standaarden)• RSS en Widgets • Weblogs• Social networking • Wiki’s • Tagging and tag clouds• User Generated Content (UGC)
Essentie van Web 2.0 ?
DATA + life-streams Make The Invisible Visible (MTIV)
Web 2.0 en
MarketingStrategie
The Future = Wireless
7th Mass Medium
Web 3.0 ?
• Semantic/Intelligent Web ; Web = Database • Freebase• Twine• RealTravel
Serious Gaming / SimulatiesReal-life data feeds
Web 2.0 + Mobile
+ Web 3.0 =
The Metaverse
Metaverse ComponentenVerrijking
Simulatie
Intiem/Personal
Extern
2D -> 3D TrendFilmModelleren (CAD/CAM)Navigatie TVChatPrintersGamesBoekenFoto’sWeb
“Humans are not mentally living in the 3D world much of the time, even in the way they inhabit physical space.
3D makes sense in select environments”
"In the future, everyone becomes a
living, 3D destination”
VIRTUAL WORLDS
Virtual Worlds100 miljoen unieke gebruikers wereldwijd Bijna 10% van alle internet gebruikers wereldwijdVoorbeelden:
StardollMTV Laguna BeachThere.comMultiverseHomeCyWorldHabbo Hotel
Second Life10 miljoen registraties wereldwijd
Geen betrouwbare indicator voor gebruik
Per maand 600.000 actieve, unieke gebruikers
Per maand 30.000 actieve gebruikers uit NL
Actieve NL gebruikers: 60 uur per maand (!!!)
Groei in gebruik 10% per maand
Marketing in Virtuele Werelden Uniek kanaal (McLuhan/Tomi Ahonen)
Gedeelde sociale ervaringen (samen)
Deelnemers willen iets doen (actiegericht)
Faciliteer de conversatie (wikinomics)
Openheid
“By the end of 2011, 80 percent of active Internet users (and
Fortune 500 enterprises) will have a presence in
virtual worlds” (Gartner)
LIFELOGGING
LifeloggingBlogs
Twitter en Jaiku/Google
Seesmic
Kyte.tv en Operator 11
Socialight (mobile tagging)
iPod & Nike (GPS !)
Via web, mobiel web, sms en IM
Andere werelden
Het abonneren op de levens van jouw vrienden,
familie en kennissen
Het lezen van hun agenda, ideeën en gedachten
Twitter = Connecting People & DataOpen APIGlobalisation of individuals, groups and
networksLogging your life (life-logging)Makes the invisible parts of peoples lives
visibleIs mainly mobile, 7th mass medium
Lifelogging Toepassingen (1)Prive
PlezierCommunitySpontane ontmoetingenEmpathie & supportNoodsituatiesMulti-tasking (TV, radio, events etc.)Reizen
Lifelogging Toepassingen (2)
Zakelijk
Communicatiekanaal (opt-in, pull)Informatie (stats, sites, recommendations, tracker) Testen (producten, campagnes, concepten)OpdrachtenPartnersMerknamenNieuwe web applicaties Start-ups (TribeMinds)
En wat komt er na Twitter ?
Magitti Twitterende dieren en objecten Mobile Web Server Seesmic Cluztr Dopplr
Ms. GuoleifsdottirMs. Guoleifsdottir
Collective Mind Reading
Mobile Minds
The Self Organizing Universe
MIRROR WORLDS
Voorbeelden Mirror WorldsGoogle Earth/Maps
Microsoft Virtual EarthYahoo MapsMapQuestEarthmineEveryscapeOpenStreetMapGoogle StreetView
Google Earth
Marktleider> 200 miljoen gebruikers3D integratie -> SketchUpFunctioneel, instrumenteel, economischMarkt : iedereen Potentie is groter dan virtuele werelden
MyWorld -> integratie alle Google web apps?
AUGMENTED REALITY
Augmented Reality Hier en nuSterker leer-effectEverything is miscellaneous (fysiek + digitaal!)
Fysieke activiteit Duurzaamheid (cradle-2-cradle)Andere emotionele binding
Meer sociaal-relationele kijk Meer historische kijkMeer zicht op proces
Augmented RealityVerwante technologieën:
RFID en codesGPSZoekmachine
Pratende objecten met (sociale) historie
Eigendom en structuur minder belangrijkAlles is continu beschikbaar (mensen en objecten)
Aanbevelingen voor alles (Magitti)
Digitale overlay bij fysieke producten in realiteit
Digitale overlay bij digitale producten in realiteit MOGI / Japan
METAVERSE ROADMAP
2007 – 2016
“The same way computer games split between
themed (most), casual (many) and nondirective (a few) games, virtual worlds
may split accordingly”
“Smart 3G cell phones which are capable of streaming
location based audio, images, and minor video to mobile
users will be the next major breakthrough in mirror
worlds”
“Local community members looking at all this geo-data will see new potentials for alliances, co-branding of
events, continually reshaping the local virtual
real estate”
1) Educational and historical information for the landmarks you are passing
2) Highly local, up to the minute news, politics, weather, and traffic
3) Reviews on local restaurants, shopping and entertainment events as you are passing them
4) On the navigation and cell phone screen, location-based advertisements can pop up
CARS
“Store owners will be able to update their ads in real-time from web interfaces, using their own automated and manual systems.
Such ads are likely to create commercial and civic institution-driven flash mobs increasingly in
coming years”
“The Metaverse will accelerate the transition to a knowledge
economy where the creativity of individuals and groups become a
much more important form of capital. It is a platform for self-
discovery, identity, learning, MIY and intrinsic motivation”
“Metaverse Operating System Protocols emerge ->
interfaces between different virtual worlds ; just like
Google’s OpenSocial initiative for 2D social
networks”
Personal avatars used as representatives and
attention mediators in communication platforms
Real-time fact checking
Augmented reality matchmaking/dating
and business/profession
al networking service
VISIE