Posted in online community, trends

Tips on creating an online community

  • Have a plan: This is just another marketing channel
    • What do you want to achieve?
    • When do you want to do it?
    • How will you manage it internally?
    • What are your competitors doing?
  • Keep the builders at bay: Design comes last, not first
    • Projects should be strategically delivered
    • Buildings/layouts/areas should facilitate the strategy
    • Design is an output, not an input
  • Integrate: Think about all your marketing channels
    • Look to create synergy with other marketing projects
    • Use existing marketing materials
    • Push visitors from outside in
    • Push visitors from inside out
  • Giving is better than receiving: Engage with the residents
    • Get people o seeing/using your product/service o experiencing your brand
    • Word of mouth advertising
    • Zero on-going cost of sale
    • You receive metrics
  • Keep the seats warm: Commit to your virtual presence
    • If you build a virtual office, make personnel available to be in it
    • Manage people’s expectations
    • Give named in-word contacts
    • Or, create a venue that does not require on-going support
  • Stoke the fire: Once you have entered, you need to exist
    • Run regular events
    • Deliver in-world presentations/seminars
    • Run competitions
    • Involve the residents
  • Promote and cross-promote: Leverage all your marketing channels
    • Advertise in-world
    • Create cross-channel campaigns
    • Encourage referred and new visito

Virtual Worlds News: K Zero’s Seven Point Marketing Plan for Second Life

This was a post specifically about cretaing a space in Second Life, but I believe it has completely valid paralells to the tips you should think about when creating any community space online, 3D/Virtual or not.

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I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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