Posts Tagged ‘corporate brand’

h1

Class 5: Content creation

March 14, 2014

Ham Rambler 1_001CLASS SUMMARY:

Ham Rambler (above) and Sitearm Madonna spoke on the development of content in the online environment. Sitearm covered the following points:

  • Content Creation – what constitutes content, how is it generated?
  • Value – does your content have any value?
  • Sharing your content – making it available, generating an income.
  • Use and protection of online content – copyright and Intellectual Property (IP) issues.
  • Consider your content for the end project.

Ham talked about the use of corporate trademarks in Second Life and the reaction of global brands to seeing themselves appear in the virtual world. The various methodologies for protecting content including copyright, trademark registration and patents were discussed. A question about the copyright of book titles focussed on what might not be protected (see You Thought We Wouldn’t Notice…) The development of digital and online content has led to a new approach to sharing under the Creative Commons system.  Finally, we referred to Bruns’ Consumer – Prosumer – Produser proposition brought about by the web (see last weeks list of activities).

Sitearm Madonna’s slides are available here:
Content creation examples and tips
Creating content inside and outside of Second Life (with an emphasis on team working)
Tips and tools for online virtual collaboration and team working

Some other interesting links from Sitearm:
Soundtracks from the Is One Life Enough Song Contest
YouTube video of the Second Life Build A Robot Contest Winners

ACTIVITIES FOR NEXT CLASS:

1. Read: Content licensing in Virtual Worlds (accessed on 03/14/14) a thoughtful blog post about the legal issues around protecting ‘things’ you create in Second Life. Read the comments also.

2. Read The Laws of Virtual Worlds (accessed on 03/14/14) from the California Law Review 2003 this is an excellent, if highly specialised, review of the legal position of avatars in virtual worlds.

h1

Class 3: Personal branding

February 28, 2014

CLASS SUMMARY:

The reading for this class included an article in Forbes and Chris Brogan’s blog post on personal branding. We discussed the difference between corporate and personal branding and looked more closely at the latter. The importance of distinguishing between the professional and personal when it comes to our online presence was identified and this led to some consideration of the different expectations supported by different platforms. So, for example, LinkedIn is a specifically for professional promotion whereas Facebook is primarily personal, and twitter can be seen in either category.

The bio (or ‘about me’) piece you write is a very important element in establishing your ‘promise’, your possible value to a potential follower. It is a signal to those who may decide whether or not to follow you. But, your identity will really be formed by the content you add and that should reinforce your promise. Just as the corporate brand builds recognition by repetition and consistent delivery on its promise your personal brand will be shaped by your reliability also.

ACTIVITIES FOR NEXT CLASS:

  1. Go: outside your established community/group (eg, this class group) in SL and make contact with at least two people relevant to your interests (artist, gallery owner, musician, shop manager, business owner, educator, builder, etc). Write about the experience in a post to your blog.
  2. Decide: among your group what tools you will use for planning your project (how you will stay in touch and share information, etc.).
  3. Write: the third post on your blog explaining your choice of communication tools and reflect on how the group arrived at the decision.
  4. Read: this article from the Wall Street Journal that looks at what might happen when employees mix their ‘personal’ and ‘professional’ online identities. Your Employee is an Online Celebrity. Now What Do You Do? (accessed on 02/28/14)
%d bloggers like this: