The Heart & Science of Second Life Marketing
Entry posted by Brett Linden ·
- marketing
We’ve gotten quite a few questions lately about how we market Second Life to potential new residents. Insight into our current and future marketing strategies is important because it provides a glimpse into our efforts to help grow the Second Life population and economy as it enters its 17th year of operations. That’s why our current Marketing team has been working hard over the past year to sharpen our growth initiatives with more efficient and targeted campaigns that reach across many paid, organic and social channels. Keep reading to learn what we’re doing now and in the near future – we’ll be discussing our plans in even more detail this Friday on the live video stream of our weekly “Lab Gab” program (found on YouTube, Facebook, Mixer and Twitter).PAID/PERFORMANCE MARKETING
On the paid/performance marketing front, we modernized our acquisition efforts last year by putting into place the use of new technologies that allow us to more precisely target new users across numerous themes, communities and genres. As part of this effort, we’ve identified a few dozen strategically-relevant, high-impact community segments and themes — all of which now have new related display, search and video ad content served against specific matched keyword inquiries and sites. Some ads are also served across social media to those with social profiles that express an interest in some or all of our targeted themes. That means that you might see new sci-fi roleplaying ads appearing on some sci-fi fan sites, social media pages, or new romance ads on long-distance relationship forums – the list goes on…
In many cases, Second Life ads are also set up as multivariate tests that help us determine which combination of images, text, and call-to-actions perform the strongest for click-through rates and retention. So, some ads may look identical except for one variation in text or imagery as we test and learn which combinations convert best. Among the themes with high traffic volume and interest among potential new residents are those that involve fashion and/or avatar customization, identity exploration, fun socialization and chat (“meet new friends,” etc.) and several specific roleplaying communities (with many campaigns going deep into specific areas such as maternity, fantasy, sci-fi and vampire themes). One consistently high-volume (but often polarizing) theme is “romance” as these ads tend to have high click-through rates that ultimately bring a large number of new people into Second Life. However, SL is so much more than a place where you might meet or hook up with a potential partner – so we aim to balance out the overall portfolio with a range of themes across the overall marketing mix. Striking the right balance with a combination of heart and science in our ad creatives is a key concern and goal.
DISPLAY AD CAMPAIGN EXAMPLES
While we have hundreds of ads in rotation at the moment, here are a few examples of some of our more recent ads that are performing particularly well for click-through and conversion rates across multiple languages:
To be clear, we don’t want to limit our messaging just to those themes that get the most clicks – that doesn’t do justice to the true creativity and diversity of the Second Life community, culture, and overall experience. That’s why our overall ad strategy includes campaigns that aim to appeal to a more diverse mix of users (even if those themes have a lower volume of potential new users). In fact, some of the most successful retention rates we see come from campaigns with smaller and niche themes.
Further, some communities tend to spend more L$ than others and/or login more often and for longer periods of time. Among the most promising new and forthcoming campaigns are those targeting themes that better explore issues of identity formation and creative freedom of expression. In particular, we are looking to expand our campaign efforts to further embrace the furry/anthro, tiny, creator and LGBTQ+ communities. If you think we’re missing the boat on any specific themes or communities and/or have a question about our segmentation content strategy, then please give us your feedback and we may address your comments in this Friday’s “Lab Gab.”
VIDEO ADS
One of the newer areas of focus in our marketing is the use of paid video advertising. We’re now in the process of developing dozens of new video ads to promote Second Life across YouTube, Twitter, Facebook and other outlets that support video advertising.
You may have already noticed our recent “Second Life Destinations” video series, produced in partnership with Draxtor Despres. This web series, which is distributed across our social media channels, explores a different community or theme each week. While these longer fly-through videos are not intended to be ads, we do simultaneously create shorter ad edits from each episode. That means that each episode is accompanied by shorter fifteen- and thirty-second formats that are used for targeted paid advertisements to non-residents. Here’s a side-by-side comparison of how a longer video about surfing destinations was truncated into a fifteen-second ad edit:
Original Social Video – “Second Life Destinations – Surfing Hot Spots”
15-Second Ad Edit – Catch a Wave in Second Life
Here’s an example of how our “Love Made in Second Life” %
As Second Life Ages, Sansar Is Up For Sale.
While there’s still much anger among the Second Life community about the end of Sansar as a Linden Lab-sponsored project, some readers also make a more positive point: Since Second Life is still based on an ancient graphics engine and server architecture from nearly two decades (!) ago, the company really did (and does) need to invest in developing new platforms while keeping the original one operational. As “Pulsar” puts it:
Linden Lab dumped no working product (Second Life). What’s to be “dumped” here — actually being sold — is the branch that gave no fruits… Earlier you realize it, the better. Selling it is the right thing to do, in order to not lose further money and getting something back. It’s even possible (but I won’t bet it) that Sansar, under a different company with a clear plan and finally reworked, other than rebranded, could find a niche.
I actually wouldn’t be at all surprised if Sansar does find a suitor — for instance, a Chinese company that wants a VR-optimized virtual world to deploy behind the Great Firewall. In any case, as Pulsar goes on, Linden Lab was never trying to “abandon” the Second Life customer base, but attempting to grow a new, somewhat overlapping audience with a new product:
#1. Even when your business has to deal with product obsolescence, and you need to offer a new version of your software or a brand new car, you look for costumer loyalty, not to dump them. Sure, you can’t convince everyone and some will stick to the old stuff — either from too much attachment, fear of the change or… it’s your new product that’s really unappealing, until the old one becomes unsustainable for you to maintain and support it. However it isn’t that you say “ok, now we are releasing version 2, let’s dump our costumers!” (not even Ebbe did that). Also that’s not this case. Maybe LL has failed at communicating as well as they could, but [Sansar] isn’t Second Life 2 to replace Second Life 1. Sansar wasn’t marketed as SL2 (you can argue that someone at Linden Lab, deep down, hoped for that, but another story).
#2. The current case. When a company shifts focus like this, there is a new target user in mind. You aren’t just moving from v1.0 to v2.0, you are now offering the product A and the product B. The purposes are, for example:
A) To differentiate, so you don’t have all your eggs in one basket, if a business collapses;
B) To expand your business;
C) To adapt to the new market trends, so you won’t end up like a dinosaur.You are always taking a risk. Ebbe Altberg himself was worried that Sansar could fail, bringing down Second Life with it, i.e. a consistent part of the costumers migrating to Sansar, destroying the SL economy, then Sansar doesn’t work and the company ends up with nothing at all.
In the past, I’ve argued that Linden Lab should completely rebuild and relaunch Second Life for the modern age, making it mobile-friendly and appealing to a generation that grew up on Minecraft and Fortnite. But that strategy is at least as equally risky — and could easily cost more than the $50-60 million Linden Lab likely spent on Sansar.
Linden Lab CEO Announces Sansar Now Up For Sale; Company to Instead Focus “Entirely on Second Life and Tilia”; Philip Rosedale Not Among Returning “Heavy Hitters”
Linden Lab CEO Ebbe Altberg on today’s episode of Lab Gab, its company-to-community news program on YouTube, discussing Sansar:
“Sadly we have decided we as Linden Lab couldn’t continue to sponsor the project financially so we’re looking for a plan B for Sansar to continue.
“I can’t say much but we’re having interesting conversations with several parties to help that project move forward… but no deal is done yet, so people will have to be patient to see what happens with it.
“But yes it’s true that Linden Lab going forward will focus entirely on Second Life and Tilia. But I’m still busy making sure Sansar finds a great home.”
Ebbe then went on to address the announcement that several “heavy hitters” are returning to Linden Lab to help develop Second Life:
Philip is not coming back to Linden Lab, Ebbe Altberg said, but that three heavy hitters with deep Second Life experience have indeed returned. Added Ebbe: “We’ll let them introduce themselves if they want to.” However, noted Lab Gab’s co-host, some users have already noticed long-defunct Lindens recently appearing on the grid.
History Made in Second Life
The Return of the Virtual Black History Museum
In recognition of Black History Month, our “Made in Second Life” series explores the newly-reopened Virtual Black History Museum in SL!
Open through late March, this interactive educational experience invites attendees to explore the timeline of African-American history from the heartaches to the victories in a park-like and welcoming environment.
At the heart of the museum is a new exhibit that spotlights the amazing women that helped shape African-American history in the US.
“There’s a focus on women in Black history and telling some of the stories of people that don’t really make it into the history books,” says curator Abrianna Oceanside.”We talk about Harriet Tubman and Rosa Parks, but we don’t really talk about some of the [other] names that we don’t even recognize.”
That’s why the Museum goes deeper in its exhibition to amplify awareness of several lesser-known historical figures including civil rights activists Amelia Boynton Robinson, Daisy Bates, and Martha P. Johnson.
“To be able to walk through, observe and just be able to have a more immersed experience is more effective than just going to a website and reading the information,” says Oceanside. “I’m hoping to foster a place where there can be a dialogue.”
While some of the subject matter in the museum can be unsettling, Oceanside says that she hopes the experience will help enlighten and educate attendees.
“There are a lot of difficult discussions and I’m OK with uncomfortable because I believe that is a big part of what helps us grow as people,” she says. “I’ve had some really interesting discussions with people whose perspectives shifted a little bit…and sometimes that little shift makes a big difference in the world.”
To learn more about the Black History Museum, watch the video or visit it in Second Life.
Credits:
Video Production: Draxtor Despres
Logo: Marianne McCann
Have a great week From the staff of Zoha Islands and Fruit Islands
Virtual Currency Transactions, Real Tax Compliance: Inspired by a True Story
Virtual Currency Transactions, Real Tax Compliance: Inspired by a True Story
Inspired this actual announcement and this actual message sent by Linden Lab:
Tax-Related Documents from Linden Lab
Entry posted by Linden Lab ·
Hello Residents!
As some of you located in the United States may know, it is tax season. Important documents go out to report sensitive information to the appropriate government agencies every year.
As a requirement to ensure that we are adhering to respective state laws for reporting taxes, some of you may be receiving a 1099-K form if you have reached a certain Linden $ sale transaction volume. This form collects information the IRS requires from US taxpayers. Please note that these are time sensitive documents that will need to be completed in order to meet these requirements.
If you are due to receive such a form, you will be receiving an email from “secondlife-support@lindenlab.com” with more information on how to complete this process.
For more information on tax forms in relation to Second Life, please view our Wiki article here.
If you are from the state of Massachusetts, you may find more information regarding their most recent updated tax reporting requirements here.
If you have any questions, please feel free to reach out to us at https://support.secondlife.com. Thank you for your patience and attention to this matter.
– Linden Lab
Indie comic artist and illustrator Danielle “Nylon” Feigenbaum documents dubious adventures in SL, VRChat, and online worlds beyond for New World Notes. Her work has also been featured in Old Pal and the book Blocked: Stories from the World of Online Dating.
One Billion Rising Campaign Protesting Violence Against Women
Second Life Community Joins Worldwide One Billion Rising Campaign Protesting Violence Against Women
Cajsa Lilliehook covers the best in virtual world screenshot art and digital painting
“SL: One Billion Rising Campaign” is an emotionally evocative image created by Valenska Voljeti as a reminder of the coming One Billion Rising Campaign protesting violence against women that happens in Second Life as the worldwide event happens throughout first life. It will take place on February 14th — details for the SL event on the Facebook page here.
Valenska’s image description contains quite a bit of information on the event in both worlds:
“Every February, we rise – in countries across the world – to show our local communities and the world what one billion looks like and shine a light on the rampant impunity and injustice that survivors most often face. We rise through dance to express joy and community and celebrate the fact that we have not been defeated by this violence. We rise to show we are determined to create a new kind of consciousness – one where violence will be resisted until it is unthinkable.”
One Billion Rising (OBR for short) began as a call to action based on the staggering statistic that 1 in 3 women on the planet will be beaten or raped during her lifetime. With the world population at 7 billion, this adds up to more than ONE BILLION WOMEN AND GIRLS.
Every February 14th, we rise – in hundreds of countries across the world – to show our local communities and the world what one billion looks like and shine a light on the rampant impunity and injustice that survivors most often face. In Second Life, we rise through dance and art and poetry to express joy and community and celebrate the fact that we have not been defeated by this violence. We rise to show we are determined to create a new kind of consciousness – one where violence will be resisted until it is unthinkable.
In Second Life we are a 24 hour festival of music, art, poetry, literature and dance where women, men and children can rise, explore, meet others, share their stories or be inspired by others.
Almost every year we have produced a video to celebrate the upcoming One Billion Rising in Second Life. Now in our 8th year we couldn’t miss out on the opportunity to illustrate, through dance, the message of One Billion Rising. This years’ dance has been choreographed by the talented Brittainy Collins and filmed and edited seamlessly by the wonderful Chantal Harvey.
The dancers are volunteers, some who work within the OBR team and regular visitors and we’d like to thank everyone involved. There’s still time to get involved One Billion Rising in Second Life 2020 and you can find more information on how to on our information page.
We had an extra video made this year with a slightly different soundtrack. A Spanish version of the OBR theme song, Break the Chain! Check out the English/Spanish ‘remix’ below! This version is sung by Katherine Jamilka (Caracas, Venezuela). Katherine isn’t a Second Life resident but her father, Gilberto is and Katherine and Gilberto will be singing live at OBR at 5pm slt 14th February!
We look forward to seeing you all at One Billion Rising on the 14th February.
Zoha Islands And Fruit Islands will See you all there in support of One Billion Rising.
Have a great week!
Aviation Made in Second Life
Taking Flight Across the Virtual World
Zoha Islands and Fruit Islands offer a perfect place to fly and sail in our 220 sim community. So pop on over to one of our 4 airports or one of our many sailing harbors. You can Sail in one of the many Regattas and fly in one of our up coming pylon air races. Main harbor office for Fruit Islands , Main Airport
The latest edition of Made in Second Life, narrated by longtime Resident Marianne McCann, explores the many aviation communities taking flight across SL.
“I have a strong fondness for SL aviation and flying in Second Life,” says McCann. “I think the really fascinating thing about Second Life is that the people who created it and continue to run it may not necessarily have been able to foresee every possibility that Second Life has unlocked for people. It’s become something so much greater than what may have been envisioned.”
Interest in aviation has grown organically over the years, and McCann credits many of the pioneers who made key contributions to the evolution of flight across the grid.
“Garth FairChang made some of the first airplanes with the idea of traveling from the telehubs…and then that led to Cubey Terra – a great pioneer in SL aviation,” she says.
Getting started isn’t difficult, but it helps to join a community or group of existing virtual world aviation enthusiasts.
“The easiest way to fly even without a plane in Second Life is to join a group called Passengers of SL created by Laben Core,” says McCann. “You’ll find pilots there who want to ferry people around just for the fun of having passengers in their plane. They’ll go from Second Life airport to airport. You’ll also find that there’s a lot of demo rezzers in the various aviation stores that are out there where you can take one of their planes out on a free ride.”
While there are plenty of free rides to be had, there are also several options for those who are willing to splurge.
“If you are going to buy a plane then it is going to cost you a bit of money so if you want to get a decent helicopter (like one from Shergood Aviation) you’re gonna lay out about L$5,000,” says McCann. “For that, you’ll have working dashboards on them so you can get the complete feeling of traveling by your instruments with a lot of mesh detailing.”
Another option is a special Marianne McCann limited-edition version of the Sopwith Camel WarBug biplane made by Arduenn Schwartzman.
Not all flights need to be conventional. Some modes of travel are designed more for humor and fun than aerodynamic efficiency.
“With Second Life, you can fly around in a paper airplane,” says McCann. “Perhaps, even a bacon sandwich [that] you could take to the air?”
So, where’s the aviation action?
“Flying in SL really focuses on the Mainland thanks to the large landmass. Most of the airports are actually located on the Mainland and most of the flying goes on there because you can go for great distances,” she says.
Some aviation communities even specialize in story-based play and/or situational exercises such as search-and-rescue. “There’s a lot of roleplaying that happens in SL aviation,” says McCann. “Things like the SL Coast Guard where people will stage accidents to fly out and rescue people.”
The SL Coast Guard has over 150 members who train daily in sophisticated roleplay scenarios, involving safety training. Many members are first responders in the physical world as well.
“You’ll even find people that will take out large air tankers that are used for refueling in the air and they’ll do refueling for combat missions,” she adds.
Ready to get started? Whether you are flying in a conventional plane or a bacon sandwich, you’ll find plenty of places to explore in the Airplanes category in the Destination Guide.
CREDITS:
Video production by Draxtor Despres
Logo courtesy of Marianne McCann
Enjoy your Second Life and like us on Facebook Fruit Islands
Have a great week from all of us at Zoha Islands And Fruit Islands.