Home > Misc > 2009-12-15 We Are The Network: Working Measures Of Virtual World Engagement and ROI

2009-12-15 We Are The Network: Working Measures Of Virtual World Engagement and ROI

December 13th, 2009

We Are The Network logo 300“Working Measures Of Virtual World Engagement and ROI”

Please join us for a discussion every Tuesday at 12PM noon SL (US Pacific Time)

This Tuesday, Dec 15th, we will be at the Epoch Institute in Second Life

Click here to teleport to the Epoch Institute in Second Life

This Week’s Topic

Working Measures Of Virtual World Engagement and ROI

Have you noticed a pattern in the published descriptions of virtual world projects? I’ve noticed a prototypical write-up pattern that usually answers the following questions in sequence: Who sponsored the project? Who is supposed to be interested in using the virtual environment, and to what end? What interesting or “shiny” features of the build or programming were included? It is, however, all too common that a critical piece of the write-up is missing.

People on seesawWhat were the measurable results to go along with the “feel good” impressions and comments that “visitors can” (did they)? Was it a success by some objective measure of the participants? Is there some quantifiable return for the investment, and how much return was there? These questions do not necessarily point at product sales, and in many virtual world projects the target is not direct sales. At the same time, there are quantifiable ways to measure engagement and return on investment.

What are rational measures of engagement and return (which are not the same thing!) for virtual world projects? Which approaches have you seen to creating objective measures? Which seem to work, and which do not? Are there potential measures of engagement and ROI that are not being exploited, would need new software development or automation to collect, or “should be possible” but cannot be accomplished with today’s tools?

Join us Tuesday at 12PM noon SL, and thanks for being part of “We Are The Network”!

Best regards,


Reading links below – have fun and see you soon!

Defining Social Media ROI by @TheBrandBuilder

Social ROI Primer, London Business School

Measuring Social Media ROI: Why It Fails

Social Return On Investment (SROI): Exploring Aspects Of Value Creation, Harvard Business School

Is Social Media ROI Unmeasurable?, by SEOMozBlog

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* Watch http://joelfoner.com or add this feed to your RSS reader

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* Join the We Are The Network group in Second Life™

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Please Note – Mixed Text and Voice Session:

We Are The Network is an open, mixed voice / text discussion session. Please feel free to participate in voice or in text, to your preference. The facilitator and some participants will be using voice, so you may wish to enable voice in your viewer so that you can hear the voice portions of the session.

To enable voice, choose Preferences from the Edit menu, click the “Voice Chat” tab along the left of the form, and then make sure that “Enable voice chat” is checked. Again, speaking is not required for this session, however if you do not enable voice, and use speakers or headphones, you will not be able to hear part of the discussion.

Thanks for attending!

Joel Foner (Second Life: Joel Savard)

Categories: Misc Tags: ,
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