True Confessions Of A Marketing Intern

It has been over a year since I first paid for it. I haven’t been able to quit very long ever since. There’s just something about it, knowing that there are 11 million other people doing it too, makes me feel better.


But what is it about Blizzards World of Warcraft that makes it SO addictive. I have a few theory’s but as an addict who has quit (and then come back), no single answer will do.

For many teens (and adults), fitting in is a problem; in World of Warcraft, you find millions of people, who don’t know who you are, so they cant judge you, it makes it easy to get caught up in the hype and stay there for a long time.

You can make friends who you can talk to (via text or voice) and play with on a casual come and go basis. Everyone is very friendly and open to helping others, so you can always find a friend or someone to do that crazy dungeon with. And if your not into making friends, you can play solo for hours and hours on end without ever needing to speak to another human.

World of Warcraft is portable. It’s runnable from the folder that it is originally installed to on your computer and because its specific to your online account, you can copy the folder onto your flash drive and take it and play anywhere.

$15 a month is cheap entertainment for parents who don’t want their children out on the streets, its cheap for students working part time jobs, and its really cheap for everyone else (even the unemployed). Knowing that there is a place that you can go (without leaving your home) where people don’t judge you, are friendly, always online and always happy to help, is defiantly a place where many people want to be. I believe that these are a few of the reasons why so many people have come to play World of Warcraft.

"Oh my! You dont't say. "

I recently made a guest blogging appearance on apwalsh.com.  Watch out blogosphere, I’m bowin’ up!  (Alex is my co-worker:)

My Aha tea moment happened about 5 years ago. I was having a disagreement with my boyfriend and I went to one of my girlfriend’s homes. She made me the best of cup of chai tea I’ve ever had. Somehow it made all my problems seem insignificant and I felt very at peace.  Read more at http://apwalsh.com/teas/

This is a visual representation of the me2everyone virtual world.

I recently noticed a discussion post on a LinkedIn group in which I am a member.  The post was listed under the header “Jobs” and read “100 FREE Shares & Employment Options with a new Internet business”.  While I am not currently seeking employment, I was drawn in by the title and I clicked to learn more.

The post went on to describe the “job” as:

“Takes 30 secs to get the gist. www.me2everyone.com/409376 A 3d party investor for a creative new internet business (ebay meets Linkedin) is offering 100 FREE shares for a free membership and 200 for referrals. It’s simple, quick, there’s no financial cost or risk to you. www.me2everyone.com/409376″

What I find particularly interesting about this virtual world, called me2everyone, is the focus on business (you can view the landing page video below).  I did click through and register, mostly out of interest in emerging virtual worlds.

The landing page immediately discusses how you can make money and find jobs inworld.  Even the hook to get new members involves offering shares, which is obviously business related.  After I registered I learned that the world is not yet active.  They are building a solid base before launching this summer (2009).  This is presumably an attempt to overcome many of the pitfalls that Second Life has encountered.

This focus on business may attract businesses and marketers, but will it scare away users?  Will it become spam filled?

I really like the idea of giving out shares as a way to attract people to the world.  Not only will it draw entrants, it is a great way to ensure people will return to the world.  By offering shares people feel invested in the success of a company and are more likely to promote the world and to return once it has launched.

The world also appears to be less graphically intensive than Second Life which may help retain users once they register.  I am very interested to see where this world is headed.  Is this the virtual world we’ve been waiting for to make virtual world marketing mainstream?  I guess we’ll have to wait until next year to know for sure.  Of course, who really knows where technology will be in 365 days….

L.O.R.D.S interface

All this WoW talk has really inspired me to consider the evolution of virtual communities.  My first experience with an online environment was playing a games called L.O.R.D.S on BBS.  BBS were a precursor to the World Wide Web (WWW).  Essentially it was a local network of users who could dial into a variety of BBS site.

L.O.R.D.S is a text based game and players were limited to about 15 minutes of gameplay per day (http://tiny.cc/vByEA) .  This limit was due to server constraints.  Also, only 1 player could operate in the environment at a time.  While in there you could still attack other players, message them , develop relationships, and even marry inworld. It is certainly noteworthy that someone has reinvented LORDS for the digital age (http://www.lordsgame.com/).

WoW (World of Warcraft) is like L.O.R.D.S on steroids.  Wow has taken all the recent advancements in technology and applied it to create a world similar to that of L.O.R.D.S.  Players can attack, build relationship, and unofficially marry just as they could in L.O.R.D.S.  The main difference is that now they are not limited by time constraints and they can interact real time.

It is interesting to watch the evolution of virtual worlds.  To see text based games evolve into 3D virtual worlds in just over 10 years.  With such dramatic evolutions in technology I can’t wait to see what the next 10 years will bring.

The Cure To WoW Addiction

My previous post pertaining to World of Warcraft (WoW) made this appear to be the epitome of Virtual Worlds.  This is not totally the case.  While they are certainly doing a lot right, they still have room for improvement.

1. Slow Load Times: This is a common complaint for most online Virtual Worlds today.  Virtual Worlds require a lot of processing power and cutting edge graphic cards.  Slow response time can create a world of frustration for a typical WoW user (http://tiny.cc/Chtxh).  Unfortunately, this is a problem that only time and better video cards can fix.
2. Inconvenient Updates: As was stated in my previous post, one of the powers of WoW is their consistent updates.  This is a double edge sward though.  These updates are run during peak hours (on the East Coast of North America) and can cause trouble for users online at that time.  The good news is that Blizzard, the company that created WoW, is aware of this inconvenience and they are looking to reduce downtime (http://digg.com/d14X96).
3. Full Servers: When an avatar is created in WoW it is assigned a server.  If that server is full then the user can not log in.  They can move to a different server but a fee of $25 USD is attached to the move.  WoW will occasionally let users switch from a busy realm (server) to a realm which is less occupied.  In the future they may consider allowing users to switch realms for free
4. Addiction: Once again, this is both a positive and a negative.  Form a corporate perspective this is great.  WoW has become the crack of Virtual Worlds.  From a user perspective this can be devastating.  People have lost jobs, friends and relationships all due to WoW addictions.  WoW Insider has an excellent article explaining the WoW addiction and offering light counseling to anyway who may feel addicted to the game (http://tiny.cc/dVN7b)

Mii World

Nintendo has made a huge comeback, thanks in no small part to the advent of the Mii (http://tiny.cc/PLlG2).  A Mii is an avatar a user can create on the Nintendo Wii console.  Nintendo has done a phenomenal job integrating Mii avatars into new product offerings and adding Mii components to older games.

The biggest limitation facing the Mii right now is during avatar creation.  There are a limited number of forms to choose during creation and avatars are only customizable within the confines of these forms.  While this does pose some restrictions on avatar customization, Nintendo has still allowed the user to have a certain amount of freedom; for example, I have seen avatars with upside down heads.   This may have been a calculated move by Nintendo as they are often positioned to a younger audience.  Limited customization will simplify ease of use and reduce the learning curve.  They may increase future profit potential by allowing users to purchase avatar accessories and forms, similar to what is currently available in Second Life.

Nintendo has done an amazing job integrating avatars with current product offerings.  Most of their new games allow the user to play with either a traditional Nintendo character or with a Mii avatar.  They also integrate the Mii characters into the aesthetics of the games.  A great example of this is with Mario Kart (http://www.shacknews.com/onearticle.x/51172).  Mario Kart is a race car game that has been a part of Nintendo’s product offering since the Super Nintendo.  Mii characters are integrated into the aesthetics of the levels.  You can often see one of your friends in an ad on the side of the road during gameplay or operating one of the obstacles in the levels.

Nintendo’s integration efforts are not limited to new games.  Included on the Wii console is a Nintendo store where a user can purchase older Nintendo games online.  Nintendo has included Wii integration into most of these games.  A great example of this is with Dr. Mario.  Dr. Mario is a popular Nintendo game that has been around since the original Nintendo (http://en.wikipedia.org/wiki/Dr._Mario_(series)).  It is very simple to play and has remained one of their most popular games.   The Wii system includes Mii avatars as doctors helping Dr. Mario fight the germs in the game.  While they do not affect gameplay it is fun to watch an animation of your friend’s avatar on the screen while you are playing the game.

By integrating Wii avatars into most games Nintendo has increased the popularity of the Mii.  The 15 minutes or so that is required to create a Mii was originally a deterrent for me.  I did not create my first Mii until I realized how integrated the Mii is with the Wii product.  This also encouraged me to get many of my friends to create Miis.

I’ve only begun to scratch the surface on how Nintendo has effectively created a virtual world using Mii avatars.  I would love to hear how you have been affected by the Mii.  Let me know your most and least favorite aspect of this virtual world.

Just to give you an idea of World of Warcraft’s (WoW) reach I did a Twitter search on “World of Warcraft” (http://search.twitter.com/search?q=world+of+warcraft). I then compared my results to a Twitter search of the top 3 video games of 2008  according to CNET News (http://news.cnet.com/8301-13846_3-10022181-62.html).

World Of Warcraft………………………………..  15 Tweets in 32 minutes
Grand Theft Auto IV…………………………….  15 Tweets in 19 hours
Super Smash Bros Brawl………………………..  15 Tweets in 14 hours
Mario Kart………………………………………….  15 Tweets in 41 minutes

If you are looking for an audience that is tapped into social media then World of Warcraft users are it.  WoW currently has more than 11.5 million monthly subscribers and is estimated to hold 62% of the massively multiplayer online game market (http://en.wikipedia.org/wiki/World_of_warcraft).

While companies are not allowed to market inworld, WoW has managed to gain advertising revenue through sponsorship.  The WoW world has been featured in ads for Toyota Tacoma (http://www.youtube.com/watch?v=u15HmEMp2Qc) and Snickers (See video below).  WoW has been doing just as well gathering free celebrity support from both Mila Kunis of That 70’s show fame and Macaulay Culkin, who both admit to being WoW players (http://tinyurl.com/cm3pcv).

How does this relate to marketing?

Well, I think WoW has managed to do a few things really well that can be applied to many other industries:

1. WoW has history.  WoW users really feel connected to the back story of the Virtual World.  The whole history is available at http://www.wowwiki.com/History_of_Warcraft.  The creators clearly put a lot of time into working out the history of the world and this will help the user become more involved in the game.  This can be applied to traditional organizations by creating a transparent history of your company.  This is particularly easy for organizations with formal websites and the company’s history can be included in the about section of the site.
2. WoW has created an intuitive environment. WoW is easy to use.  Even if you have never played and RPG video games you will be able to figure out WoW in  a few hours.  You may not be proficient inworld but you will be able to navigate, which is more than many Virtual Worlds have accomplished.  How you can apply this to a traditional organization would be in ensuring that your location is intuitive.  If you have a convenience store then figure out where customers expect to find bread and place it there, if you have a website then ensure it is easy to navigate.
3. WoW is constantly evolving.  Aside from 3 versions of the base game WoW has a plethora of expansion packs, board games, and new patches released every Tuesday.  Aside from creating a constant stream of products for WoW users to purchase, by constantly upgrading the product they are able to hold the users attention without becoming boring.  The can be replicated in a traditional organization by constantly updating your offerings; even if it is just something as simple as new packaging for a product, aesthetic improvements to a facility, or website promotions.
4. WoW is incredibly addictive. From speaking with past WoW addicts I’ve come to understand that the WoW addiction is all about the camaraderie formed with the games.  We have to go back online to socalize.  This level of addiction can be almost impossible to replicate and is the secret to WoW’s success.  The best a traditional business can do is to ensure  atight community and support these efforts with an online community through social media.

Lost In Second Life. "Can I Get Some Help? Please?"

During the course of my academic career I have had the opportunity to explore Second Life and the marketing opportunities it may present.  While I do not pretend to be and expert in either, I believe that virtual worlds are the future of the internet and therefore the future of marketing.  However, I do not feel that Second Life will be the platform of the future.

According to Business Week (http://tinyurl.com/6atsjk), 2 years ago they were promoting the advantages of marketing in Second Life (SL).  Flash forward to May of 2008 and the are still promoting the same idea.  They claim that while many credible sources, including Wired Magazine (http://tinyurl.com/dg8cqu), are talking about the trouble with SL, other marketing companies, This Second Marketing for example, have been very successful in SL.  They claim that one of the benefits in SL is the ability to foster a community, and they give The L Word (a Showtime series) as an example of a successful brand reaching their audience through SL.  They suggest that businesses should leverage the brands of businesses that are currently successful in SL, and that companies need to think outside the box when they create their islands.  They believe that companies need to “leverage the fantastic”.

While I do agree that companies need to create islands unlike anything they may consider in Real Life branding, I do not believe that SL is the medium of the future.  This is confirmed by the opening sentence of the article where Business Week has stated that they had a cover story almost 2 years ago touting the same marketing efforts.  If you consider that Facebook only took 2 years to reach a market audience of 50 million (http://www.youtube.com/watch?v=cL9Wu2kWwSY) that is a long time for SL to still be attempting market penetration.

The article that I found most useful in discussing what marketers are doing wrong in SL is a blog (http://talkingsl.com/) discussing White Feather Technologies, a successful marketing company with efforts directed in SL.  They equate mistakes companies are making now in SL with the same mistakes they made in the early stages of the internet.  They list 4 specific errors companies are making; they are duplicating their real business in SL; they are assuming that if the island is built then visitors will come without any effort on the company’s part; they are failing to staff their businesses; and they are making broad assumptions about the SL community.  While I do agree with most of these statements, which I’ll discuss later, I do have a small disagreement with the final conclusion.

While I do agree that marketers are making broad generalizations in SL, I think that making broad generalizations is what makes marketing so successful.  Whenever someone is creating a marketing campaign they must first decide on a target market and then make generalizations about that market.  For example, if the target is women between the ages of 35 and 40 buying a Fruit Roll Up, a marketer would likely assume that the woman had children.  It is in making broad generalizations that marketers are able to focus their efforts because if you try to target everyone you’ll get no one.

The other three statements I completely agree with.  I think that in attempting to recreate their real life image online brands are making the same mistakes that were made in Web 1.0 when companies created websites which were basically just a copy of their flyer.  The mistake that shocked me the most (until I investigated SL myself) was that major corporations would spend millions creating an island and then not bother to staff the island.  While I do understand that this is a virtual world I do not understand how companies can think that they do not need to provide service.  What people like about Virtual Worlds is their resemblance to Real World interaction.  While people may not expect a representative online when they visit a website, they look for that human help in SL.  Also, as SL can be awkward to navigate they may actually need the help to make a purchase.

If you consider that Facebook reached a market of 50 million in 2 years or the extreme popularity of World of Warcraft it is evident that SL is well behind the ball as far as market penetration and return users.  I attribute this to a poor user interface in SL which is not particularly intuitive, extremely high graphic demands that are not supported by many personal computers and difficulty located other users while inworld (although this is part of the interface).  I do think that it is important for organizations to experiment in SL so that when a market leader does emerge in the Virtual World environment the organization will have cutting edge marketing efforts.  So don’t be afraid to market in Second Life, just be cautious and don’t be surprised if in the recent future you need to adapt to a new Virtual World.

As I’m sure most of you have heard, Facebook’s user agreement terms
became public recently.  Someone in the media finally figured out that
Facebook included in their terms proprietorship over all user
generated content and released this information to public outcry.
People started canceling their accounts (just as an aside, canceling
doesn’t matter once they own the information) and Facebook began
losing their brand equity.  What is really remarkable about this whole
situation is the way Facebook managed to turn this situation around.

Their first reaction was to deny and lie.  They said that the clause
was misunderstood by the public and that what they really meant was
that even if you untagged yourself in a picture it would still be on
the uploader’s page.  They claimed that the clause had nothing to do
with them owning or keeping the content, it was necessary for them to
allow content sharing.  This was clearly  completely untrue and likely
did more to damage their image than renew public trust.  In case you
believe there is any validity to Facebook’s claim consider the current
situation: Facebook has removed the ownership clause and untagged
picture are still available.

That is when Facebook did what it does best and used social media to
solve the problem.  Facebook is putting all of its Web 2.0 skills to
the test and allowing the public to discuss the terms and conditions
of the site.  Among other means of gathering public opinion on the
issue they will host “Town Halls” (election anybody?) and hold public
votes.  This is a great move because not only will the term and
conditions be accepted by the public; creating them in a collaborative
environment will, I believe, create affective commitment within the
community.

I really think this is a great move for Facebook, both from a PR and a
Marketing perspective.  They don’t really need to own the information
posted if they continue to expand in the social media industry as fast
as they are currently growing.  In the long run it is much better for
them to lose this little bit of control to gain back their brand
equity.

I found the following article does a great job explaining their new method for developing terms and conditions.
http://tiny.cc/Empp5
(You need to clickon the right hand side link for “Faebook - A More Open Book Policy Toward It’s Users?)

When I was 20 years old I did the unthinkable.  I quit school.

I had been attending university for 2 years and I did not know what I was doing.  I had ideas.  I had a lot of ideas in the 2 years I was in academia.  I was going to be a teacher, a child psychiatrist, an anthropologist, a nutritionist, and the list goes on and on.  Ultimately, I did not know what I wanted and until I figured that out school was getting me nowhere.  At the end of my 2 year sample of everything university had to offer I quit.

I faced the usual throwback from family and friends.  I was told that quitting school would ruin my life, that I would never make above minimum wage, that I would never return to school again, that I would have goblin children, etc.  None of this turned out to be true.

After quitting school I began working at a call center and quickly became a supervisor.  This helped me realize that I was really interested in business, particularly human resources.  It was also while I was working there that many of my friends started graduating.  They were graduating with huge debts and no jobs.  I decided then that I would return to university, but not until I could afford it on my own.

I am now 3 years into a double major in Business Commerce and Religious Studies.  I eventually decided on Marketing as opposed to Human Resources but it was in working that I found direction.  While quitting school isn’t the path for everyone it is definitely what I needed to find the right career for me.  I am now on my work term and I am more certain than ever that I made the right decision.  My life wasn’t ruined, I always made above minimum wage, I did return to school, and I never had goblin children (but that remains to be seen).