Connect with us

MARKETING

10 rules for successful metaverse making

Published

on

10 rules for successful metaverse making

It was a balmy evening in the summer of 2006. A friend of mine had taken me to the house and home studio of Draxtor Despres, an award-winning documentarian, who I was interested in interviewing for a piece I was writing. Immediately I was smitten with this bespectacled, headphone-wearing character who spent much time puttering around his home studio cooking up creative projects.

He gave us the grand tour, which included a cozy and scattered live/work area and what looked like a full-blown production studio. Despres had been making some remarkably interesting mixed media content, and I was eager to understand his creative process. Before I had the chance to get into any probing questions, he kindly explained it was well past his bedtime, and he had an early morning. I checked my watch, and it was only 7 p.m., and then, as if on cue, Despres was gone. He had logged off.

Yes, this was a virtual meeting, but I remember it as if it were yesterday. The oldest and arguably most successful virtual world or metaverse Second Life (SL) had been our first meeting place. The platform allowed me to meet and chat with someone who lived across the globe, in a different time zone, while feeling like he lived right down the street.


Get the daily newsletter digital marketers rely on.


Despres and I — or Bernhard Draxas he is known outside of SL — met several times after that first fateful meeting. He was a regular content contributor to the publication I founded almost 15 years ago, SLentrepreneur, dedicated to “making money in the metaverse.” For years, I managed a global team of writers, photographers and editors, all within the virtual world of SL. I knew immediately that the platform offered something extraordinary. However, it would be over a decade later before anyone in my profession would start taking the metaverse seriously.

My SLENTRE.COM staff in early 2008 at our virtual office in Second Life. My avatar and editor-in-chief, Avarie Parker, is second from the right.

Despres has been heavily involved with virtual spaces for almost twenty years and has become my go-to for all things related to building and engaging virtual communities. Despres and I eventually met several times in person and became fast friends. I interviewed him while he was attending Augmented World Expo in San Jose, and we presented together at AWE Europe in Munich. It was a HUGE highlight of that trip to explore Despres’ home city of Munich together, IRL or “in real life.”

I recently asked him to share his knowledge with my XR students at the University of Oregon. What follows are the top ten insights from our lively discussion. You can view the entire interview on my Twitch channel and several other XR-themed expert interviews.

Ten rules of the road for metaverse marketing

1. Understand the true potential of the platform

The term metaverse has been around for a long time and only recently has been co-opted by companies claiming that they have built or are building a metaverse. A true metaverse does not exist. It is a purely aspirational concept that would allow for an open, connected and interoperable network of virtual environments dedicated to social interaction. The metaverse is meant to be like a 3D Internet, where you can digitally move from virtual environment to virtual environment.

Advertisement

Each environment could have a different set of rules, different “owners,” different citizens — similar to different countries if you like – with underlying infrastructure that allows for seamless travel between these virtual worlds. That infrastructure needs to be decentralized and ideally open-sourced so that nobody is left behind and one company doesn’t monopolize our digital universe. A recent Fast Company article discusses this concept and highlights OpenSim or OpenSimulator, an open-sourced network of virtual worlds created in 2007.  

See also  Samsung expands metaverse presence with Discord

2. Understand the technology and the terminology

It is essential to understand the technology and terminology of virtual platforms. Virtual worlds and the metaverse are different. I would argue that the metaverse is an open and interoperable network of virtual worlds or environments. A “virtual world” is a digital space where you can spend time together and do nothing – you don’t need to play a game, for example – and no headset is required. Accessible 3D virtual spaces that users can access on a tablet, smartphone or laptop offer the same immersion and interaction as headsets or VR-based virtual worlds.

The media uses the term metaverse as a synonym for all the offerings in a virtual space, and often the term is associated with headset-based experiences. Meta, Apple, Microsoft, and anyone else who claims they have built a metaverse, has instead created a privately held, virtual world. These companies, of course, want you and everyone else to believe that they own the metaverse, thereby monetizing the data of its users and potentially monopolizing revenue from the required software to access the space.

3. Get smart on the benefits of immersion

There has been much research on the benefits of using virtual spaces to connect with and engage users. Virtual spaces improve recall of information, provide a greater sense of embodiment and presence, allow for greater interaction and agency, and help limit distractions. There are many different types of immersion: Strategic, tactile, sensory, narrative, spatial and virtual environments can help marketers and comms professionals leverage them all, making their experiences more interactive and less passive.

4. Refer to your audience as residents or citizens instead of users

Using the term “resident,” or “citizen” for virtual world users indicates they have a stake within that community and moves them into an active role instead of a passive one. This tenant reminds me of the great work done by Jonah Sachs and what he terms “empowerment marketing.” One of the tactics of empowerment marketing — forget the consumer and call on the citizen — reminds us that inspired citizens make better brand evangelists than helpless consumers. You can read more about Sach’s empowerment marketing in this great series of articles featuring his work.

See also  5 Lessons on Creating Video Like a Pro

5. Understand the differences between consumption devices

Just like you need to become familiar with a new social media platform before launching a campaign on the platform, you need to understand how your audience is consuming the virtual world. Within the splintered virtual world ecosystem, different virtual communities and platforms are consumed through a variety of different devices like smartphones, tablets, PCs, Mac computers, tethered headset devices like the Rift, tetherless headset devices like the Oculus Quest, mixed media devices like Microsoft’s Hololens and mobile VR devices like Google Cardboard.

This is one of the reasons building an interoperable network of virtual worlds is so daunting. There currently is not a set standard method of consuming these immersive environments. Each virtual world has been built to support very specific hardware, so understanding these requirements is essential before diving in.

6. Speak their language

Become familiar with the thriving virtual environments that exist today. Each virtual world requires a different avatar, language, etiquette, etc. If you are building a marketing plan for a virtual space – you need to understand as much as you can about the residents. Some great questions to ask include: What are the demographics of residents? Why are they on the platform? What role or need does the platform play in the life of the resident? What is the unique language of the platform? What are the community norms, rules and regulations?

Advertisement

7. Location, location, location!

Any good marketer understands you need to GO TO your audience, and tapping into an already thriving and active community is much cheaper than building one from scratch. When choosing a location or platform for your virtual experience, a strategic approach is required. The platform you choose can mean the difference between success and failure and should depend on your overall marketing goals and objectives and your target audience. Factors to consider: Who is spending time on the platform, how are people spending their time on the platform, and what is the cost (money/time) to spend time on the platform?

8. Use the design thinking process

Approaching your virtual world or metaverse strategy from a design thinking perspective is essential to make sure you are solving a real problem for the user. Leverage the tenets of design thinking:

1) Empathize with your target audience.

2) Define the problem statement.

3) Ideate.

4) Prototype.

5) Test.

This allows brands to understand residents’ core concerns better and ensure they are using technology to provide solutions rather than just sizzle. Big brands can succeed in virtual spaces if they respect the residents and design for their needs, not focus solely on the brand objectives.

Advertisement

9. Prioritizing short-term economic gains sacrifices resident experience

Today’s economic climate forces companies of all sizes to continually prove value to investors, with a quick ROI becoming the focal point to succeed. Therefore, it is no wonder that technology companies use short-term tactics to get their user numbers UP at the cost of longer-term considerations for the residents/users. It IS possible to build a lucrative, online platform without selling user data and force-feeding advertising down users’ throats.

See also  Fortnite’s Ariana Grande concert offers a taste of music in the metaverse

For example, SL has slowly but steadily grown over the last decade because it is a freemium or subscription-based model. They rent virtual space to their residents, and the resident can do with it what they want. This business model allows SL not to sell resident data to advertisers. Linden Lab, the creator of SL, also gets about a 9% transaction fee for all virtual goods sold by users on the platform. Philip Rosedale, the founder of SL and an outspoken leader in the virtual world space, positions SL as a place where you can have digital sovereignty. Isn’t that refreshing? Rosedale has rejoined Linden Lab’s board of directors in hopes of providing a viable alternative to Meta’s (Facebook’s) virtual environment, where they are purportedly planning to charge over 40% for transaction fees while at the same time making billions from offering user data to advertisers.

10. Join an active community of virtual world explorers and pioneers

Trying to become familiar with all the virtual environments can be daunting, if not downright impossible. It is much more enjoyable to explore these worlds with natives, who speak the language and can help you learn the customs quickly. Several great communities bring together professionals looking to expand their knowledge in this space. I am involved with the VRAR Association, Augmented World Expo, Despres SL Life Book Club, and I host my own XR Pub Crawl. You can read the highlights from my last XR Pub Crawl with Billie Goldman in this recent post or register to join me LIVE on my birthday, where we’ll explore the latest virtual spaces being used for marketing and communications.

If you’re looking to get additional training on marketing in the metaverse, read my post “Become a Metaverse Marketing Maven,” where I outline some great online resources to help you flex your metaverse muscle. Remember, as I always tell my communications students, with XR and immersive media, we are only limited by our imagination. Together we can build something that will inspire, engage and immerse our digital citizens and communities!  


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Lisa Peyton is an immersive media strategist and media psychologist focusing on the user engagement and marketing applications of new technologies.

Source link

MARKETING

How to Blog When You Have No Time

Published

on

How to Blog When You Have No Time

Finding the time to blog is a frequent challenge for many marketers. Marketers often wear many hats and it can be difficult to focus long enough to churn out quality articles when you’re pressed for time.

How to blog when you have no time? We spoke with author and marketing expert David Meerman Scotton how to avoid common time management mistakes by developing a routine.

No matter what you’ve got on your marketing plate, it won’t get done without proper time management. Learning how to make the most of your time will greatly affect your productivity and overall success as a blogger.

Why is blogging time management important?

When it comes to creating content, maintaining consistency is key. This is why blogging time management is so important. You may not always feel motivated to create on a regular basis, but establishing a schedule will help you to stay consistent with your blog output.

For example, you may find that you’re better at writing in the mornings. So you can set aside 2 to 3 hours each morning to work on writing based on how many articles you’d like to produce each week.

Create a content calendar to help you plan your content in advance and set reasonable deadlines. Make note of holidays or seasonal events that may impact your content schedule.

See also  Good, Cool, Funny, & Cute IG Quotes

Getting organized will help you set and achieve goals for your blog. If you’re starting from scratch, check out our guide to starting a blog.

How to Blog When You Have No Time

1. Use blog templates.

An easy way to jump-startyour creative process is to start with a template. Why suffer through writer’s block staring at a blank document if you don’t have to? HubSpot’s free blog post templatescan help you format your article and get started writing faster than starting from scratch.

[Include screenshot]

Templates function as an easy to follow outline where you can organize your thoughts and start to flesh out your content. HubSpot’s offer includes six templates ranging from how-to posts to pillar pages and infographics.

Advertisement

2. Develop a blogging routine.

In many ways blogging reminds David of exercising. In order to be successful at it, you will need to develop a routine. “It is programmed in,” David says. “It is about building it into your life and making it a second nature, like running in the mornings or doing yoga after work.”

Dedicate time each day to writing or allocate one to two designated writing days per week. Block time off on your calendar and turn off messaging apps to avoid interruptions while you write.

Once you’ve gotten organized and created a routine, you may find you had more time to write than previously thought.

3. Keep a list of ideas.

One way to save time coming up with content is to make sure you always have a running list of fresh ideas to work with. That way you’re not scrambling at the last minute for worthy topics.

See also  How to Improve IOS Push Notifications Conversion Rates

Creating topic clusterscan help you flesh out your blog content strategy. A topic clusteris multiplearticles grouped by a shared topic or related topic. For example, you may have one pillar page that gives a broad overview of a topic. From there, you can create more in-depth, specific articles on related subtopics.

This will not only help you plan content but organize your site architecture as well.

4. Perform research prior to writing.

It’s much easier to write when you have all the pertinent information you want to include in one place. Research your chosen topic before sitting down to write and organize the information in a quick outline.

Include any keyword researchin this process so you can ensure your content aligns with what readers are searching for online. This way when you sit down to write, your only job is to write — not look up new facts.

Advertisement

5. Don’t edit while writing.

When writing it’s very tempting to want to stop and make corrections. Don’t do this. It breaks your writing flow.

Instead, write a rough draft withjust pops into your mind first. Follow your train of thought without stopping to fix typos or edit. The goal is to just get your thoughts on the page. Once your initial draft is written, you can always go back and make changes.

6. Perform article updates.

Another strategy is to build upon existing content by performing an article update. Giving your older content a refresh is not only good for SEO and your readers, but it can be a quick win for adding new content in a time crunch.

See also  Should start-ups worry about hyping their products?

With older content, you may need to include additional research and update it for accuracy, but it generally takes less time than writing a new article from scratch. Review your existing content. Are there articles you can do a deeper dive on? Have there been industry advancements you can include? Is there a new angle to explore?

7. Find content ideas wherever you go.

By making blogging a life routine, you will come across creative content ideas much more frequently. Keep an open mind, observe new things that interest you personally and find ways to turn them into fodder for a blog post. By noticing world dynamics that get you excited and relating them to your audience, the process of blogging becomes a lot more natural and fun.

Accumulate content ideas from different situations in life and find ways to apply them to your industry.

8. Hire a freelancer.

Sometimes your workload is just too heavy and your efforts can be better used elsewhere. If you have the resources and budget to do it, hiring outside help may also be a great option.

Sites like Upwork, Contenta, and MediaBistro make it easy to find writing professionals. If looking to generate content on a larger scale, consider working with a content agency.

Advertisement

Blog Like A Pro

Creating content with a consistent cadence is an obstacle busy marketers frequently struggle with. Creating a schedule and mastering blogging time management will allow you to create even when you’re short on time.

This article was originally published in December 2010 and has been updated for comprehensiveness.

New Call-to-action

Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish