intro to virtual comm tag 111908

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ntroduction to Virtual Communities ommunications and Fundraising In Second Life Moderated by Erika Bjune (aka Sage Truss) Vice President of Information Technology Tides Network With Panelists: Susan Tenby (aka Glitteractica Cookie) Sr. Manager, Online Community Development TechSoup Global Keith Morris (aka Jade Lily) American Cancer Society Volunteer Founder, Second Life Relay for Life Presented at the 2008 TAG Conference November 19, 2008 Miami, FL

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Presentation titled "Introduction to Virtual Communities" deleivered at the TAG Conference on Nov. 19th, 2008

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Page 1: Intro To Virtual Comm Tag 111908

Introduction to Virtual Communities Communications and Fundraising In Second Life

Moderated by Erika Bjune (aka Sage Truss)Vice President of Information Technology

Tides Network

With Panelists:

Susan Tenby (aka Glitteractica Cookie)Sr. Manager, Online Community DevelopmentTechSoup Global

Keith Morris (aka Jade Lily)American Cancer Society

VolunteerFounder, Second Life Relay for Life

Presented at the 2008 TAG ConferenceNovember 19, 2008

Miami, FL

Page 2: Intro To Virtual Comm Tag 111908

What is Second Life?Attributes of a Virtual World

• Opened to the public by Linden Lab in 2003

• Immersive 3D Environment

• NOT a game

• Avatars: Digital Representations of Self

• User Created World

• Real-time communication between avatars

• Micro economy/Currency Exchange

Page 3: Intro To Virtual Comm Tag 111908

What Do People Do in Second Life?Art, Entertainment, and Emerging Business Uses

• Play at being someone else

• Connect with other people

• Create and sell virtual goods

• Build interactive art and educational pieces

• Attend live music, presentation, and discussion events

• Hold meetings in remote virtual offices

• Connect visitors with web-based content

• Marketing and outreach

• Fundraising

Page 4: Intro To Virtual Comm Tag 111908

Second Life MetricsWho’s Using Second Life?

As of November 17th, 2008:

• 15,992,386 Total Residents

• 1,349,551 residents logged in the last 60 days

• 61,467 unique residents with “Positive Monthly Linden Dollar Flow”

• Usage by Age:

• Usage by Gender:

13-17 (Teen Grid) 0.53%

18-24 15.53%

25-34 34.77%

35-44 28.28%

45 plus 20.37%

Unknown 0.51%

Male 59.57%

Female 40.43%

Page 5: Intro To Virtual Comm Tag 111908

Second Life MetricsWho’s Using Second Life?

• Usage by Country (based on total hours to date)

United States 13,901,429.03 40.13%

Germany 3,461,378.03 9.99%

United Kingdom 2,362,937.37 6.82%

Japan 2,109,781.27 6.09%

France 1,715,615.13 4.95%

Brazil 1,276,916.50 3.69%

Canada 1,245,798.50 3.60%

Netherlands 1,239,647.48 3.58%

Italy 1,175,888.45 3.39%

Spain 950,782.55 2.74%

Australia 694,580.20 2.01%

Belgium 302,122.95 0.87%

Portugal 294,680.68 0.85%

Switzerland 258,725.32 0.75%

Poland 224,577.07 0.65%

Argentina 183,159.15 0.53%

Denmark 182,383.53 0.53%

Sweden 168,336.67 0.49%

Austria 162,338.82 0.47%

Mexico 161,590.82 0.47%

Others 2,565,135.87 7.41%

Notice that within the top six countries, usage spans four continents!

Page 6: Intro To Virtual Comm Tag 111908

Second Life MetricsShow Me the Money

• Current LindeX exchange rate (as of close Nov. 17th): L$263/US$1

• Total L$ Supply: L$5,324,965,584

• Monthly Spending by Amount (Oct 2008):

Transaction Size Approx. USD Residents

1 - 500 L$ 0.01 - 2.00 167,713 40.0%

501 - 2,000 L$ 2.01 - 8.00 71,561 17.1%

2001 - 5,000 L$ 8.01 - 19.00 52,866 12.6%

5,001 - 10,000 L$ 19.01 - 38.00 37,264 8.9%

10,001 - 50,000 L$ 38.01 - 190.00 64,684 15.4%

50,001 - 100,000 L$ 190.01 - 400.00 13,987 3.3%

100,001 - 500,000 L$ 400.01 - 1,901.00 9,661 2.3%

500,001 - 1,000,000 L$ 1901.01 - 3802.00 816 0.2%

Over 1,000,000 L$ > 3,802.00 646 0.2%

Page 7: Intro To Virtual Comm Tag 111908

Second Life MetricsShow Me the Money

Resident Transactions by Amount (Oct 2008)

Transaction Size Volume Percent

1L$ 7,258,639 32.4%

2 - 19 L$ 5,404,663 24.1%

20 - 49 L$ 2,212,378 9.9%

50 - 199 L$ 3,879,115 17.3%

200 - 499 L$ 1,925,873 8.6%

500 - 999 L$ 756,681 3.4%

1,000 - 4,999 L$ 740,487 3.3%

5,000 - 19,999 L$ 175,679 0.8%

20,000 - 99,999 L$ 39,012 0.2%

100,000 - 499,999 L$ 3,840 0.0%

>= 500,000 L$ 333 0.0%

92.3% of transactions in October were about US$1.90 or less

Page 8: Intro To Virtual Comm Tag 111908

Second Life MetricsShow Me the Money

Resident Earnings/PMLF (6-month average May-Oct 2008)

USD Equivalent PMLF Residents Percent

< $10 USD 32,246 53.3%

$10 to $50 USD 17,620 29.1%

$50 to $100 USD 3,747 6.2%

$100 to $200 USD 2,461 4.1%

$200 to $500 USD 2,257 3.7%

$500 to $1,000 USD 979 1.6%

$1,000 to $2,000 USD 580 1.0%

$2,000 to $5,000 USD 396 0.7%

> $5,000 USD 207 0.3%

Page 9: Intro To Virtual Comm Tag 111908

Case Study: Avatar Action Center Raising Awareness of Global Sustainability Issues

• Project started October 2006

• Donation kiosk system for fundraising

• Stages and dance floor for events and presentations

• Interactive educational material

• Web site for group collaboration

• Weekly group meetings

• Partnerships with real-world organizations

• First SL-based project to gain nonprofit status (via fiscal sponsorship)

Page 10: Intro To Virtual Comm Tag 111908

Case Study: Avatar Action Center Earth Day in Second Life

• AAC’s flagship event is the annual Earth Day celebration

• 5 live performers, 5 educational presentations, dance party

• 225 visitors throughout the day, 24 new group members

• Total cost: ~$125US

• Donations: ~$25US

Page 11: Intro To Virtual Comm Tag 111908

OneClimate Island Climate Change Education

• Started by OneWorld.net

• Interactive climate change educational materials

• Weekly sustainability roundtable discussion

• Facilitated groundbreaking Virtual Bali event during climate change talks connecting people to the event through SL

Page 12: Intro To Virtual Comm Tag 111908

Commonwealth IslandProgressive Nonprofit Shared Spaces in SL

• Project of EnviroLink Network

• Virtual buildings for free use by approved organizations

• Common meeting and recreation spaces

Page 13: Intro To Virtual Comm Tag 111908

Nonprofit Commons Building Grassroots Nonprofit Community in SL

• Launched by TechSoup in 2006

• Free access to resources and space for nonprofits in SL

• Weekly meetings facilitated by volunteers

• Web-based group collaboration space

• Educational resource center for using SL

Page 14: Intro To Virtual Comm Tag 111908

Nonprofit CommonsBuilding Grassroots Nonprofit Community in SL

Page 15: Intro To Virtual Comm Tag 111908

American Cancer Society Raising Real Dollars Through Virtual Participation

•Virtual Relay for Life held for four consecutive years

•Raised $118,000 in 2007 from 1700 participants

•Track created by more than 75 volunteers

Page 16: Intro To Virtual Comm Tag 111908

Checking it Out

www.secondlife.com