peacetrain presentation for media management strategy course
DESCRIPTION
Steve Mahaley aka Cotton Thorne (in SL) of PeaceTrain http://slpeacefest.wordpress.com/about-peace-train/, a charity organization founded in Second Life, made this presentation on Jan 25 to the students of the Media Management Course at the Stockholm School of Economics and the Royal Institute of Technology. Steve’s lecture was part of the Strategy Module in this course, and he discussed issues related to an entrepreneur’s view of strategy and running a start-up in Second Life.TRANSCRIPT
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The Peace Train Charitable TrustBorn virtual, live virtual?
S. Mahaley, January, 2011
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HISTORY
• How did I come up with this idea?
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WHY VW over other tech or RL?
– Immersive quality, multimedia experience– Volunteers with a multitude of talents with no
travel– Create the space that evokes the physical spaces
that others experience
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CHALLENGES
– Trust; within group and with externals for donations• Rapid and deep, but narrow (fragile)• Show up, care in communication, follow up outside of SL• Presence outside of SL; transparency with financials, EIN /
501c 3 status; PayPal account
– Communication; how it’s different, and emphasis on quality of communication• Can’t assume avatar appearance communicates anything in
particular; implicitly liberating• Some choose not to use voice, or to mask voice
– Aren’t we all just screen zombies?? (risk of too much virtual, not enough ‘real’)
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STRATEGY
– Think of Don Hambrick’s Diamond; http://www.provenmodels.com/598• Arenas – educational community, music and arts community,
technologies• Vehicles – volunteerism, swift and complementary partnerships,
multi-channel technologies, legitimacy, local RL groups• Staging and Pacing – per volunteer commitment, driven by
events, mapped to external calendars (e.g. academic)• Differentiators – legitimacy, VW / RL connection, small non-
profits, 100% pass through• Economic Logic – none whatsoever!? Help!
– Current strategy being formed at– http://peacetrain.pbworks.com/w/page/34254928/Strateg
y-2011
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MARKETING• Inside SL
– Group: 90 + members, related groups– Secondlife.com website for event announcements
• Outside SL– Blog for events; http://slpeacefest.wordpress.com– CNN iReports– List servs (e.g. SLED)– Charity website; http://slpeacetrain.org – University groups / articles
• Target:– 20 – 70 yr olds– Want to feel a more direct connection to causes and have more impact
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FINANCIALS and LEGAL
– Somewhere from US $4000 - $5000 / year in donations.
– Transparency (use wiki)– Challenge – bank transfers– Legal: 501 c 3 status / subject to audit
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IMPACTEdith Benson Babies Home – Durban, SAShelterBox USA – HaitiUthango Social Investments, Cape Town, SAASERELA, Southern SudanSafePassage, GuatemalaPeace Direct, ColombiaSelf-Employed Women’s Association, Mumbai, INICCHRA, Ghana
8-10K visitors over 4 day event
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PLANNING, ORGANIZATION and DELIVERY
– Skills required: Patience, Clear Communication, Process for meetings
– Multiple technologies: Phone, Skype, Wiki, Web conference, Google Docs, SL, Google calendar
– Delivery: Tight communication, multiple channels, tools within SL (givers, subscribe-o-matic, group IMs and notices, Shoutcast / Nicecast, Justice League, stream control, Skype, Wordpress, iTunes)
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ENTREPRENEURIAL PROFILE
• Think big, and laterally• Believe in the cause• Accept (some) failure• Be persistent• Let go, ego : ) – lots of empathy• Technology do-it-yourself
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THE FUTURE
• Smart technology platform selection / migration
• Blending more RL and VW experiences• Strategic partnerships for mutual benefit• Publishing and exposure