Metaverse, Digital Marketing and the Future of the Web

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Information about Metaverse, Digital Marketing and the Future of the Web

Published on November 29, 2007

Author: vangeest

Source: slideshare.net

Description

A short overview of the Metaverse, the future of the web and digital marketing

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

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

(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

RECAP

MARKETING

MARKETING

Marketing Waarden van adverteerders centraler Open source marketing ROI-based marketing Focus op productinnovatie, minder promotie Transformatie/Amateur Academies

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

Bewijs & informeren worden belangrijker

Design / Simplicity

Connecting customers (social networks)

Delen ervaring belangrijker dan productervaring zelf

Niche marketing

WEBSITES

WEBSITES

Sociale filters/economie & reputatiesystemen USA Today Top10s, Most Sent Amazon Reviews Joost Ratings 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

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

E-marketing : PULL Mobile marketing (AdWords, RFID, codes) Google Maps/Earth (KML; incl. mobiel) Buzz marketing in sociale netwerken Widgetization Zoekmachine Optimalisatie (SEO)

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

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

TRENDS

 

“ Every futurist who is worth his salt is a historian” (Kevin Kelly)

“ 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

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

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)

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)

DATA + life-streams

Make The Invisible Visible (MTIV)

Web 2.0 en Marketing Strategie

Web 2.0

en

Marketing

Strategie

 

 

 

The Future = Wireless 7 th Mass Medium

The Future = Wireless

7 th Mass Medium

Web 3.0 ? Semantic/Intelligent Web ; Web = Database Freebase Twine RealTravel Serious Gaming / Simulaties Real-life data feeds

Semantic/Intelligent Web ; Web = Database

Freebase

Twine

RealTravel

Serious Gaming / Simulaties

Real-life data feeds

Web 2.0 + Mobile + Web 3.0 =

Web 2.0

+ Mobile

+ Web 3.0 =

The Metaverse

The Metaverse

Metaverse Componenten Verrijking Simulatie Intiem/Personal Extern

 

 

2D -> 3D Trend Film Modelleren (CAD/CAM) Navigatie TV Chat Printers Games Boeken Foto’s Web

Film

Modelleren (CAD/CAM)

Navigatie

TV

Chat

Printers

Games

Boeken

Foto’s

Web

“ 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 ”

“ 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 ”

&quot;In the future, everyone becomes a living, 3D destination”

&quot;In the future, everyone becomes a living, 3D destination”

VIRTUAL WORLDS

VIRTUAL

WORLDS

Virtual Worlds 100 miljoen unieke gebruikers wereldwijd Bijna 10% van alle internet gebruikers wereldwijd Voorbeelden: Stardoll MTV Laguna Beach There.com Multiverse Home CyWorld Habbo Hotel

100 miljoen unieke gebruikers wereldwijd

Bijna 10% van alle internet gebruikers wereldwijd

Voorbeelden:

Stardoll

MTV Laguna Beach

There.com

Multiverse

Home

CyWorld

Habbo Hotel

Second Life 10 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

10 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

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)

“ By the end of 2011, 80 percent of active Internet users (and Fortune 500 enterprises) will have a presence in virtual worlds” (Gartner)

LIFELOGGING

LIFELOGGING

Lifelogging Blogs Twitter en Jaiku/Google Seesmic Kyte.tv en Operator 11 Socialight (mobile tagging) iPod & Nike (GPS !)

Blogs

Twitter en Jaiku/Google

Seesmic

Kyte.tv en Operator 11

Socialight (mobile tagging)

iPod & Nike (GPS !)

Via web, mobiel web, sms en IM

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

Het abonneren op de levens van jouw vrienden, familie en kennissen

Het lezen van hun agenda, ideeën en gedachten

 

Twitter = Connecting People & Data Open API Globalisation of individuals, groups and networks Logging your life (life-logging) Makes the invisible parts of peoples lives visible Is mainly mobile, 7th mass medium

Connecting People & Data

Open API

Globalisation of individuals, groups and networks

Logging your life (life-logging)

Makes the invisible parts of peoples lives visible

Is mainly mobile, 7th mass medium

Lifelogging Toepassingen (1) Prive Plezier Community Spontane ontmoetingen Empathie & support Noodsituaties Multi-tasking (TV, radio, events etc.) Reizen

Prive

Plezier

Community

Spontane ontmoetingen

Empathie & support

Noodsituaties

Multi-tasking (TV, radio, events etc.)

Reizen

Lifelogging Toepassingen (2) Zakelijk Communicatiekanaal (opt-in, pull) Informatie (stats, sites, recommendations, tracker) Testen (producten, campagnes, concepten) Opdrachten Partners Merknamen Nieuwe web applicaties Start-ups (TribeMinds)

Zakelijk

Communicatiekanaal (opt-in, pull)

Informatie (stats, sites, recommendations, tracker)

Testen (producten, campagnes, concepten)

Opdrachten

Partners

Merknamen

Nieuwe web applicaties

Start-ups (TribeMinds)

En wat komt er na Twitter ? Magitti Twitterende dieren en objecten Mobile Web Server Seesmic Cluztr Dopplr

Magitti

Twitterende dieren en objecten

Mobile Web Server

Seesmic

Cluztr

Dopplr

 

 

 

 

Ms. Guoleifsdottir Ms. Guoleifsdottir

 

 

Collective Mind Reading Mobile Minds

Collective

Mind Reading

Mobile Minds

The Self Organizing Universe

MIRROR WORLDS

MIRROR

WORLDS

Voorbeelden Mirror Worlds Google Earth/Maps Microsoft Virtual Earth Yahoo Maps MapQuest Earthmine Everyscape OpenStreetMap Google StreetView

Google Earth/Maps

Microsoft Virtual Earth

Yahoo Maps

MapQuest

Earthmine

Everyscape

OpenStreetMap

Google StreetView

 

Google Earth Marktleider > 200 miljoen gebruikers 3D integratie -> SketchUp Functioneel, instrumenteel, economisch Markt : iedereen Potentie is groter dan virtuele werelden MyWorld -> integratie alle Google web apps?

Marktleider

> 200 miljoen gebruikers

3D integratie -> SketchUp

Functioneel, instrumenteel, economisch

Markt : iedereen

Potentie is groter dan virtuele werelden

MyWorld -> integratie alle Google web apps?

 

 

AUGMENTED REALITY

 

 

 

Augmented Reality Hier en nu Sterker leer-effect Everything is miscellaneous (fysiek + digitaal!) Fysieke activiteit Duurzaamheid (cradle-2-cradle) Andere emotionele binding Meer sociaal-relationele kijk Meer historische kijk Meer zicht op proces

Hier en nu

Sterker leer-effect

Everything is miscellaneous (fysiek + digitaal!)

Fysieke activiteit

Duurzaamheid (cradle-2-cradle)

Andere emotionele binding

Meer sociaal-relationele kijk

Meer historische kijk

Meer zicht op proces

Augmented Reality Verwante technologieën: RFID en codes GPS Zoekmachine Pratende objecten met (sociale) historie Eigendom en structuur minder belangrijk Alles is continu beschikbaar (mensen en objecten) Aanbevelingen voor alles (Magitti)

Verwante technologieën:

RFID en codes

GPS

Zoekmachine

Pratende objecten met (sociale) historie

Eigendom en structuur minder belangrijk

Alles 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

Digitale overlay bij fysieke producten in realiteit

Digitale overlay bij digitale producten in realiteit

MOGI / Japan

 

 

METAVERSE ROADMAP 2007 – 2016

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”

“ 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”

“ 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”

“ 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

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

“ 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”

“ 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”

“ 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”

“ 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

Personal avatars used as representatives and attention mediators in communication platforms

Real-time fact checking

Real-time

fact checking

Augmented reality matchmaking/dating and business/professional networking service

Augmented reality matchmaking/dating and business/professional networking service

VISIE

VISIE

 

Vragen ? [email_address] www.yuri.typepad.com twitter.com/vangeest 06-14 375 753

Vragen ?

[email_address]

www.yuri.typepad.com

twitter.com/vangeest

06-14 375 753

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