Ok

By continuing your visit to this site, you accept the use of cookies. These ensure the smooth running of our services. Learn more.

Doing Business in an Expanding Reality - Page 9

  • A survey from CB News / Repères Second Life : Residents are in favour of brands

    Pin it!

    medium_couverture_CBNews_16_avril_2007.JPG CB News in partnership with Repères presents an opinion poll conducted among 1085 Second Life residents on their perception of Real Life brands in this universe.

    The main thing learnt from the poll was that the presence of RL brands is perceived as positive by a great majority of Second Life residents: 66% believe that the presence of RL brands has a positive impact on SL, whereas 22% believe that RL brands have no impact on SL, and only 11% believe that RL brands have a negative impact on SL. Therefore there is no evidence of any overexposure effect or rejection. On the contrary, the avatars are looking forward to the presence of brands (45% of respondents even want more brands) because they enhance and give more credibility to Second Life:
    - they give realism and substance to SL by establishing a link with Real Life,
    - they make SL more interesting by increasing the number of residents and thus contribute to a greater permanence of this universe.
    On the contrary, the main obstacles have more to do with the fear of spoiling the universe, by being too close to real life or too commercial.

    In this context, being present in SL may represent a real opportunity for a brand since beyond the impact of communicating around events linked to the current buzz around SL, the brands can promote RL products and also benefit from the creativity of the avatars by associating them in their innovation processes. The potential of Second Life in the co-creation process is confirmed in this study. The majority of the residents are ready to take part in this type of operation… in exchange for remuneration and visibility. It should be noted that the motivation to take part will be even stronger if the aim is to innovate for a much-liked brand.

    Upon analysing the results of the study, it is clear to date, that the brands are still far from having succeeded in exploiting all of their SL potential. For instance no RL brand introduced in SL has succeeded in establishing a strong presence in the minds of residents. According to residents, the RL brands that wish to penetrate SL should offer a sim which:
    . associates the philosophy of the universe (namely conviviality, originality and innovation) and the image of the brand
    . maintains a link with RL
    . is visible, easily spotted
    . energises the universe by introducing real added value by offering goods or special offers, by organising events, in a fun manner.

    You will find a report on the study here.

    For further details, please contact Emilie Labidoire, project manager at Repères Second Life.

  • Call for collective creativity for the Jardin des Halles in Second Life

    Pin it!

    Repères Second Life and Pourquoi tu cours are partners of the association Accomplir which has decided to organise a design competition in Second Life for the re-development of the Jardin des Halles in Paris.

    This is an extremely interesting example of the application of the principle of socially aware co-creation. This is how Accomplir qualifies its motivation in initiating this approach.

    Why are we launching this virtual contest?
    Because we love the Halles district, and want to live there pleasantly, in harmony with those who frequent it.
    Because the project we are presented with does not satisfy our expectations, which have been clearly expressed, nor does it take into account the surveys previously carried out.
    Because we refuse to disavow the official consultation, or challenge the power of the Paris Town Hall, which holds the final decision.
    Because it is essential to break the deadlock we have been in for months, and re-establish the urge to demonstrate creativity in les Halles.


    We are impatiently looking forward to receiving the projects! (the deadline is 1st June 2007)

    The detailed specifications of the competition, the plan of the site and the rules may be consulted on the Repères Second Life site.

    Following is the entire press communiqué.

  • Second Life: A platform for co-creation

    Pin it!

    Among the types of studies that may be conducted in Second Life, one area that seems particularly promising to us is that of co-creation: Businesses today are aware that they cannot innovate inside laboratories behind closed doors and that innovation will be successful if it is partly conducted by calling on collective creativity (see the book “Fabriquer le Futur 2” (Creating the Future 2, co-written by Pierre Musso, Laurent Ponthou and Eric Seuillet, who is the president of Fabrique du Futur).

    These approaches will develop and are precisely a part of the societal trend of the “Participation generation” described by Thierry Maillet in his latest book “la Génération Participation”. Citizen/consumers are increasingly seeking direct dialogue with the brands and expect them to take into account their proposals.

    We believe that Second Life is an ideal platform for this process of co-creation, namely because it allows those who wish to do so to provide their creative input to the brands and to present their designs under the form of 3D prototypes. Prototypes that may then be evaluated by other residents…

    To activate this co-creative process, the organisation of a competition is amusing, stimulating and well-adapted to Second Life.

    Our first experiments in this direction have been very positive. The first competition we launched, a building competition for a Repères showroom, was initially intended to propose an event for our panellists and to test the principle of competitions. The result is exceptional and I invite you to admire the design, presented in the next two snapshots, by Joshua Culdesac and Piper Pitney on the Repères Second Life island.


    medium_the_head_001.jpgmedium_the_head_003.jpg







    You will also find more information on this design and its creators on the Repères Second Life site.

    The other competitions we have organised so far, have also been conducted experimentally by our panel, and we have found it more interesting and of greater impact to conduct this work for the benefit of partners who do not necessarily have the means to benefit from our services normally.

    We are therefore moving towards two types of co-creation processes in SL:
    . Operations for the brands, invoiced according to our usual conditions,
    . and, for the purposes of communication and events organisation, joint operations with associations whose projects we support, with a sharing of the costs.

  • Repères Passion for Research ... in Services and Industry

    Pin it!

    I have the pleasure of announcing the creation at Repères of an Industry and Services quantitative department, headed by Christophe Ralle who recently joined us and will provide Repères clients with the benefit of his experience in these areas.
    Christophe’s team will work in perfect synergy with the other departments at Repères: qualitative studies, observation studies, community management, data mining and modelling.
    The creation of this new department is consistent with our intention to develop innovative research in all sectors of activity.

  • News from Second Life

    Pin it!

    . We have published the results of a new Repères Second Life study: “Purchase Habits”, to know everything there is to know about the shopping habits of SL residents, ranging from the frequency with which they visit shops to the psychological price of clothing for avatars. You can read a complete report on the study here.

    . Marie Juan Lallier has published a note in her blog "Pourquoi Second Life n’est pas une déviance ? "(Why Second Life isn’t a deviance?)

    . The apéros du jeudi organised on Thursday 22 February, by Jeremy Dumont from the agency pourquoitucours gave me the opportunity to share a few thoughts about Second Life (the summaries of all the talks are available on the blog levidepoche) and especially to explain what, according to us, constitutes the three main areas of opportunity for brands in Second Life:
    • communication: Second Life can enable brands to offer an experience of immersion in the values of the brand via a site presenting the brand’s platform in an interactive and fun manner,
    • e-commerce: Second Life, often considered as the future of the Web, is characteristic of what could be the future of e-commerce, more human and more experience oriented,
    • lastly, an area which especially interests us at Repères Second Life, this platform gives us an opportunity of offering brands protocols for the co-creation of products and services: this is a typical example of participative marketing, with creative residents who wish to express themselves and to act and whom the brands will be able to call on in order to develop their offers.