ROI of Second Life Brand Presence

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The presentation was given at Massachusetts Innovation and Technology Exchange and discusses the hidden benefits of brand presence in Second Life. The talking points are posted here: http://www.hhcc.com/?p=269

Business Technology

Publicity: too late [from novelty to cliché in six months] Revenues: too early [infrastructure, traffic, economics] ROI short term

ROI Research: today: socialization interaction consumption tomorrow: production distribution long term

Xerox 9700 high speed laser printer, 1977

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From our earliest moments in life it is story that connects us. At the core we all yearn for a good tale. Its primitive, visceral and it crosses ever culture in the world. Once story was only spoken then it colored the walls of the caves. As story grew it moved from an oral tradition to a written tradition. From rocks to paper the preservation of language (and by extension human history and culture) flourished with the advent of the printing press. Bound to a page, communication gave rise to mass communication. First through books, newspapers, and magazine. Now as it matures, along with its media savvy consumer, it now springs forth story worlds across all media platforms. Media is ever changing and that evolution only seem to be accelerating. Traditional media, new media, social media these paradigms are now an amalgam of multi-platform media consumption referred to as Transmedia. Transmedia is: multi-platform storytelling where each channel tells a different aspect of the story and is optimized for that platform while building out a larger storyworld. The title of this presentation is based upon a theorem: New Media x Traditional Media = NxT Media The evolution of media is exponential and is played out over multiple platforms. Our media diet will not be one to sacrifice the other but an extension and maturation of our pallets .

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