_Virtual Identity

..Then you must be Don K?..

After almost 5 years of “fame” in the fantastic teen community, Habbo.dk one of my virtual identities, Don K, was peaking. Most of the users of the community knew the name Don K. Having helped, entertained, participated in the community most of the app. 160.000 monthly users were eager to getting close to my avatar.
This fame was not just restricted to the online world. Funny but true!
Being that famous online was not just limited to that platform.

The train station.
One morning after taking my youngest daughter to kindergarten, I had to take the train to work.

Spending money online?

Entering almost any teen community the option of spending real money is getting more and more common.
This has caused some discussions in the media.
Is it stealing from kids? Or is it a reflection of how the real worlds actions are being projected into the teen’s virtual identity?

The answer will definitely depend on what audience you ask.

Money!

Keeping track of your online business on a day to day level can give you valuable information about how smooth the machinery is running.
This tracking seems like the most obvious thing to do, however a lot of companies tend to forget this and use weekly or monthly evaluations to make sure that things are going the right direction.

Simple monitoring of the business can enable you to see immediate impact from previous day(-s) work effort. This gives a clear picture of the conditions of your business and at the same time the opportunity to act during the process.

When looking at virtual worlds some of the needed KPIs to be monitored are:
Traffic:
New traffic
Retention

..All related to marketing AND user experience on site.

My latest quick poll amongst teens in DK shows that 26,88% of the teens from 12-15 years have a Facebook account.
Age..

Present time…

Thursday 25th of February I attended an interesting seminar at GUAVA called “Facebook – so what?“.
The responsible for Facebook in DK gave a 45 minutes lecture about the various types of advertising opportunities when using Facebook.
The message was very clear – Advertising using Social Media is here to stay and something that is growing day by day.

GUAVA also talked during the meeting about what works and what don’t when using Facebook as advertising channel.
This part was based in a large amount of campaigns executed on Facebook. It gave some basic tools for generating a successful campaing when using Facebook as point of contact.

Old news…
All the valuable information given during the seminar was of HIGH interest and very educating.

3 years – incubation time
Was the time for phone companies to go from no responsibility regarding limits on SMS spending to actually taking actively part in setting limitations to usage of Premium SMS.

4 of the major phone companies in Denmark are now, finally, entering the scene and have now stated that they will set limits regarding Premium SMS. This limit is to avoid huge phone bills to costumers using their mobile as a payment method and will be implemented September 1st 2010..
You can read PDF with the commitment HERE.

Why is that?
Looking back four years I was defending online payments using Premium SMS in Danish media.
The main issue was “Who is to ensure teens do not spend too much money using Premium SMS”.

Sometimes online goes offline, as in the two local ads from Copenhagen.
The owner of a cafe and a sandwich-bar/food-bar used the well known “Wall” from Facebook in their advertising.
Positioned among other ads for restaurants, cafes and bars, the two ads got the most of the attention since the viewer in almost 100% of the cases saw something they knew – Facebook!
The fascination of being able to follow other persons wall-comments gave the maximum attention to the ad and the reader wanted to pry more into the dialogue.

Both ads gave a large amount of positive feedback and attention all over the line.

Bottom line: Sometimes you can use online environmental elements for creating a different type of print-ads.

Saturday 27th of March is global Earth Hour day.
It started in 2007 in Australia when more than 2 million homes and businesses turned off all lights to make a statement against climate changes.

When I was working for Sulake as Nordic Country manager I decided that my three Nordic countries should participate in the event in 2008.
We prepared to shut down our chat for one hour as a demonstration against climate changes. To ensure this was aligned with HQ in Hell-sinki I contacted “Tech-Ops” to inform them about our coming event. Somehow communication in HQ failed.

It has now happened again! -Once again a parent must face a bill from their kids online explorations.
A kid/tween uses his mother’s credit card for purchasing virtual items. This time it is the popular Facebook app “Farmville” that experiences media exposure from having a user spending money without the parent’s knowledge.
This time the loss was £900 – not to be refunded by Zynga – the company behind “Farmville”.

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