Promote and cross-promote: 7 point plan for SL strategy, point 7
Promote and cross-promote: 7 point plan for SL strategy, point 7. So, first let’s recap.
Deploying a Second Life marketing strategy means consideration of several factors prior to actually diving in – just like any other marketing activity.
The first area to look at is the overall marketing strategy in place. The products/services needed to be promoted, the target markets, the messaging and the other campaigns/initiatives taking place. Then issues such as phasing of the SL development and management of it need to be resolved. A full marketing plan needs to be created for the SL activity.
At this stage, it is not important to consider how the SL venue will look – this comes later. Keep the builders at bay.
The next stage is to see how the real world marketing plans can be integrated into SL activity. Integration means synergy, means better ROI. At this point, once a clear plan is in place, initial concepts can be created for SL. [K Zero provides full marketing strategy planning for companies entering SL].
As part of the overall SL plan, it’s very important to remember the residents inside SL. If you want them to engage with your brand, then you need to give back to them more than you receive.
Once the SL venue is up and running remember that no-one likes empty venues, so keep the seats warm. And keep the interest in your venue high, hold events, promotions and activities. Which leads us nicely onto the last of the 7 points for SL strategy – promote and cross-promote. This is where you can really smart.
1. Use SLurls
SLurls are Second Life URLs. Links which take people from a website directly into a specific area in SL. A SLurl hyperlink can be embedded into any website. When someone clicks on it, they’re taking to www.slurl.com, shown the area and given the facility to directly teleport to it. For example, here’s the K Zero Slurl. SLurls are a great way of driving visitors from high traffic websites into SL.
2. Streaming in and machinima out
Second Life can accept inbound video streams. So, all those marketing videos (and podcasts) can be directly played inside SL. A good way to promoting real world into the virtual one. Inversely, consider using Machinima – this is the technique of filming SL (just like a movie) and being able to play the video on the web – or in a presentation. A great cross-promotion example took place during the Superbowl. The sitcom ‘Two and a half men’ run a SL machinima advert promoting the series – the audience, about 80m. Here’s a link to the ad.
3. Blogging and RSS
The demographics of a typical SL resident tie-in closely with the blogging community. Think about supporting SL activity with a blog. This can be used to promote events and activities taking place inside SL – this is important because some people do not have access to SL at work – blogging bridges this gap. Mercedes Benz did a nice job of setting up a SL blog. Their venue is not officially live yet, but the blog has created a lot of buzz, pre-launch. Here’s their blog.
Something else to consider is integrating the RSS feed for a blog directly into SL. K Zero for example, has a real time RSS news reader in the K One office. People visiting the virtual office can read live headlines from this blog and have the option of hyperlinking directly out of SL to the blog – promotion and cross-promotion.
When Universal Pictures decided to promote their film ‘Smokin Aces’ they developed a clever marketing plan for SL. Residents were able to become hitmen/characters and hunt-down other players across the SL world. Winners were rewarded with L$. This is a great example of cross-promotion.
So, there you have it.
The 7 point plan for marketeers considering a Second Life marketing strategy.
Request the full report here.