Nic Mitham, founder of K Zero, gave a presentation delivered at the Mondi Virtuali conference in Turin (Italy), June 2007. Entitled The Seven Point Plan for marketing in Second Life, these are some of the most lucid thoughts on running a virtual world campaign that I've seen in some time.
You can click here for the slideshow with nice graphics, or just see the point-form notes below.
Point 1
Have a plan - Because this is just another marketing channel
- What do you want to achieve?
- When do you want to do it?
- How will you manage it internally?
- What are your competitors doing?
Point 2
Keep the builders at bay - Design comes last, not first
- Projects should be strategically delivered
- Buildings/layouts/areas should facilitate the strategy
- Design is an output, not an input
Point 3
Integrate - Think about all your marketing channels
- Look to create synergy with other marketing projects
- Use existing marketing materials
- Push visitors from outside in
- Push visitors from inside out
Point 4
Giving is better than receiving - Engage with the residents
- Get people
- seeing/using your product/service
- experiencing your brand
- Word of mouth advertising
- Zero on-going cost of sale
- You receive metrics
Point 5
Keep the seats warm - Commit to your virtual presence
- If you build a virtual office, make personnel available to be in it
- Manage peoples expectations
- Give named in-world contacts
- Or, create a venue that does not require on-going support
Point 6
Stoke the fire - Once you have entered, you need to exist
- Run regular events
- Deliver in-world presentations/seminars
- Run competitions
- Involve the residents
Point 7
Promote and cross-promote - Leverage all your marketing channels
- Advertise in-world
- Create cross-channel campaigns
- Encourage referred and new visitors
In summary
- Have a plan
- Design is an output
- Integrate other activities
- Engage with residents
- Commit
- Enter and exist
- Promote
Ever wondered just how many major brands are now in 