As virtual worlds become as prevalent in business as they are in games and socialization, we need to learn how to present ourselves as effectively as possible in this medium. Since first impressions count in virtual teams just as much as they do in face-to-face teams, we need to take our virtual appearance more seriously. In the case of these immersive environments, appearance is based on our avatars.

How do we create avatars that are more than just placeholders? Which avatar features contribute most to the quality and richness of the conversation?

Eye gaze

While 3-D avatars can generate motion and activity, it doesn’t seem to be enough. Just because an avatar looks and moves like a person, it doesn’t mean that the quality of communication mimics face-to-face interactions. Avatars still can’t use subtle body language in the way humans do. But adding even something as mundane as head and eye motion, combined as “gaze”, can make a huge difference.

This was demonstrated in a study conducted in University College London. The research compared an avatar whose gaze was based on the conversation’s turn-taking (informed-gaze) and an avatar whose animations were unrelated to the conversation (random-gaze). They also compared these two types of avatars to other media, such as live video and audio-only conversations.

According to the study, even the inclusion of a relevant, expressive gaze created a significant improvement in the perceived quality of the conversation. When comparing to the participants’ sense of involvement, informed-gaze avatars barely had a significant difference from communicating via video.

What’s even more surprising is that the random-gaze avatar had no significant improvement over pure audio. This implies that a mere 3-D presence doesn’t automatically mean that the communication quality and richness improves. To be truly useful and engaging, avatars must exhibit behaviors that are relevant to the conversation — even if it’s something as simple as eye gaze.

Gesture and manners

Taking a step beyond eye gaze, it appears that other non-verbal manners, and our responses to them, persist in virtual worlds.

In a study from Stanford University, researchers observed how interacting avatars used interpersonal distance and eye gaze in Second Life. Based on their observations, non-verbal norms were still present, even if controlling them meant moving a mouse and keyboard rather than our own eyes and legs. The study, which focused on gender norms, showed that male-male pairs, like their face-to-face counterparts, maintained less eye contact and were further apart than female-female pairs. Also, when the “physical” distance between avatars was decreased, the avatars compensated by avoiding eye contact — just like people would in the offline world.

But it’s not just gender norms that persist in virtual environments. Cultural norms are still exhibited, even when the technology allows us interaction with people from different cultures. An experiment from Augsburg University in Germany showed that cultural speech nuances such as timing and pauses affected a viewer’s preference for an avatar. Their results showed that people preferred avatars that exhibited the nuances from their own culture. Perhaps this means that even if we are meeting other people in a virtual environment, we should still take cultural factors into account when we’re communicating.

How important are these cues? Quoting from a paper on the use of avatars in collaboration (PDF):

The ability or inability to maintain an “appropriate” interpersonal distance or the ability or inability to control one’s viewpoint so other avatars may be seen, among other things, will affect the feeling of being there together. [...] Being in an environment where people feel connected is more likely to enhance development of trust and reduction of conflict, which in turn lead to more effective collaboration.

(Source: “Avatars, Text, and Miscommunication: The Impact of Communication Richness on Global Virtual Team Collaboration”, Columbia University)

Looking back at all the research, it’s a lot to take in. Doesn’t it seem cumbersome to have avatars that allow you to control all of these tiny factors? After all, in real life we barely even think about these non-verbal cues.

The answer is simple: it should be automated in our avatars’ programming, just as it is in our own minds and bodies. The more these virtual environments have an intuitive interface, and the more these communication nuances are automated, the more natural it will be for most people to successfully use their virtual world avatars for collaboration.

How do you create and control avatars?

Photo courtesy Flickr user cloud2013

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• Report: Virtual Worlds for the Enterprise Market
• Virtual Worlds: Trends and Opportunities

According to the new GigaOM Pro report “Virtual Worlds for the Enterprise Market” by Kris Tuttle and Steve Waite of Research 2.0 (subscription required), business use of virtual worlds is a growing market — one that we shouldn’t ignore. Some of the main takeaways from the report that matter to those of us working on the web include:

• Develop a plan. Companies should develop a plan for use of enterprise, private 3-D virtual world environments for both internal and external use.
• Technology continues to evolve. The “in world” experiences of these new virtual environments will be leaps and bounds ahead of that currently offered by Second Life.
• Don’t underestimate the market. The market for enterprise 3-D worlds may seem small today, but according to the report, it’s doubling year over year, with estimated annual revenues of $8-10 billion in 2015.

So how can you make sure that you’re prepared for the virtual worlds of the future? Here are nine skills we can all learn from regular engagement in Second Life that can be applied to any business use of 3-D virtual world environments.

1. Maneuvering. On your first day in a virtual world, you may feel like a stranger in a strange land. Unless you are well-versed with video games, chances are moving your avatar around will be frustrating and inefficient. Using Second Life on a regular basis for an extended period of time can help you get your “virtual world legs.”
2. Interacting. When you encounter others in a virtual world, even knowing when and how to approach them and address them can be awkward and downright intimidating. Participating in Second Life social events can help you learn the how to interact with both strangers and colleagues using your virtual self.
3. Communicating. Because Second Life supports both text and voice communications, you have more than one way to communicate with others. Knowing how to communicate clearly and thoroughly in both ways gives you an advantage. Plus knowing how to use gestures to your advantage can make a big difference in how others respond to you.
4. Presenting. By making presentations in Second Life, you learn how to add a new dimension to your presentations. You may currently know how to give a virtual presentation with a software such as GoToMeeting or DimDim, however, what do you do if you also have an avatar — a 3-D virtual representation of yourself — in the mix? And what about the ability to create “larger than life” presentation environments where your audience can walk through to get a richer experience? Presenting in Second Life helps you master these additional features to help make a more interactive and immersive presentation. From basic team or board meetings to more involved presentations, 3-D environments gives a whole new meaning to “being there.”
5. Teaching. Universities around the world make extensive use of Second Life, offering classes and even campus social events and interactions, taking full advantage of the 3-D environment to augment their “real world” offerings. Businesses and professionals can take advantage of this environment to offer seminars, workshops, panel discussions and full conferences — either standalone, or as an extension of a “real world” event.
6. Collaborating. Any enterprise or virtual team can benefit from the collaborative environments one can create in 3-D worlds. In Second Life, companies don’t only have meetings but also participate in team-building exercises, go on virtual retreats and hold social events to create stronger bonds between team members.
7. Branding. Companies can build their brands in 3-D environments such as Second Life — knowing how to do it well is a useful skill. Individuals can also build their brands via their 3-D avatars. Even in Second Life, you can purchase your own name (as long as it isn’t already taken) and use the environment as another social network in your social media toolkit. See my post “Second Life is Social Media.”
8. Promoting. Learning to market in a 3-D space is a challenge but enhances your marketing skills in exciting new ways.Finding ways to actually reach people in meaningful and engaging ways in a virtual world can help foster fresh ideas.
9. Building. Because every resident has the ability to build, even a non-artist or non-architect can gain skills to make objects, create art and construct buildings, spaces and environments that push the envelope of what is possible in the “real world.” This kind of creativity — especially in the hands of more linear thinkers — is a great source of inspiration and innovation. And another aspect of “building” in Second Life and other 3-D environments that should not be overlooked is the art of building community and organizing people.

How are you using 3-D virtual world environments for business?

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Yesterday, a couple of new tools were announced that made me stop and reconsider how much of that potential is actually being capitalized upon, how soon the virtual world’s appeal might broaden, and what that might mean for working on the web. The services in question are a Virtual Conference Centre and Real Time Research, joint venture projects by Second Life development vets Rivers Run Red and consulting group Futuresource.

Virtual conferencing and meetings are gaining popularity as companies look for ways to cut costs, and travel budgets are a prime target for cutting excess. I’m fine with conference calls, and they’re a necessary part of internet commuting, but I’ve yet to try a virtual world-based meeting. For me, the 3D character avatar still belongs to the province of video games, so I’m resistant to the idea of bringing business into the equation.

Perhaps that’s the point, though, when we’re talking about a virtual convention centre. Part of the appeal of attending conventions is the appeal of the socializing that goes on outside of business. And as an independent contractor, I don’t often find my travel expenses comped, so I could definitely see myself agreeing to be a guest speaker or a panel member at a Second Life convention that I would not attend in the real world. It would allow you to build your personal brand in places and to audiences you wouldn’t otherwise reach, which is always a good thing.

Real Time Research, the second service to be launched, presents a more interesting and innovative use of the Second Life world. It is intended to provide a way for companies to test and receive feedback on new products and design in real time. Second Life is a great environment for this sort of thing because it allows a wide (or selective) audience quick, easy, and reliable access to 3D product models.

This sort of real-time feedback environment could allow small firms and even independent designers to get the benefit of focus groups without the cost, which is generally prohibitive for those of us working on this end of the spectrum. The problem might be attracting users from useful demographics to give you feedback, or to take the activity seriously at all. In-world incentives could help to remedy that problem, as could services that allow Second Life users to sign up to become part of an active testing pool.

The tools may not in and of themselves necessarily represent firsts for virtual world applications, but the fact that they’re being sold to enterprise users through a third-party vendor is. It means that at least some companies are beginning to market Second Life collaboration SaaS solutions the same way many others did when Web 2.0 started really taking off.

It’s definitely an option I’ll float to clients looking for these types of tools, especially if they’re open to innovative or non-traditional approaches. My only worry is that users unfamiliar with Second Life might require a separate orientation for both the virtual world, and the tool itself, and might find the environment distracting to the task.

Would you recommend/use this kind of service for your or your client’s business? Do you currently use Second Life for web work, or can you see yourself doing so in the future? From a developer’s standpoint, what do you think about the viability of Second Life as market to sell these kinds of applications? Is there enough interest to justify the effort?

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• Report: Virtual Worlds for the Enterprise Market
• Virtual Worlds: Trends and Opportunities
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So how do you host simultaneous online/virtual events? Very carefully, of course, but here are a few tips to help you straddle both worlds and pull off both events without a hitch.

1. Get Virtual Help

Before you delve into virtual world event planning, make sure you have established a talented team who are active in the virtual world, but also who you know and trust. I work mostly with people who I have met not only virtually but also in the real world, because there is an added accountability aspect to contacts you’ve met face to face. That said, I also have worked extensively with folks who I only know through the virtual world – in this case, Second Life. I don’t even know their real names and pay them either with Linden (Second Life’s currency) or on PayPal. My virtual world team includes designer Liadona Rau (whom I met in person after we had met in Second Life), multimedia developer KrisBott Gears (who used to work for me at Cybergrrl, Inc. in real life back in the 90s), and designer Chepooka Laval (whom I work with in real life in Alaska and whom I encouraged to get “inworld”).

2. Know the Lay of the Land

Not only am I personally familiar with the ins and outs of Second Life, just from rolling up my sleeves and trying things out, but I also co-own a virtual island so have a sandbox in which to develop things. This also means that I have a location to hold events when clients don’t have their own land. Because I’m so familiar with the potential of Second Life, the minute I’m approached to do a virtual event to complement a live event, I immediately know at least a dozen things that we can and should do for the Second Life version.

3. Think 3-D and Interactive

While it is a given that there should be branded and information-oriented posters at your virtual world event, you can easily go beyond the flat billboard-style signage. For my virtual events, some of the posters are also “notecard givers”,  meaning that avatars can obtain a notecard with background information about the company, organization or event, just by clicking on them. Other posters immediately launch a browser window, which opens on the web site of the party host. Notecard givers can also be set up to automatically email you the name of each avatar clicking on your object to receive items.

4. Think Promo Items (Freebies)

Nothing makes an avatar happier than receiving free gifts. I learned early on how to make t-shirts in Second Life and have a side virtual business making branded, promotional t-shirts for events, companies and organizations. For a recent event I held on Athena Island (the one I co-own) for Quaker Oatmeal, I turned to a virtual friend, MincedMedia Clip, to make an enormous virtual steaming bowl of oatmeal, complete with a spoon. To top it off, if an avatar clicked on the big bowl, they received an individual, small bowl of oatmeal with a virtual spoon that had an “eat” animation in it to animate the avatar scooping out oatmeal and eating it.

5. Show the Virtual Event in Real Life

At the Quaker Oatmeal live event, we had several laptops logged into Second Life, and some of us participated both in the real world and the virtual event at the same time. We were able to let others who were not familiar with Second Life look over our shoulders to demonstrate what was happening. At a previous event for Rasmuson Foundation in Anchorage, Alaska, the simultaneous Second Life event was projected onto a big screen in a performing arts center theatre. Having the virtual world component during a real-world event can build excitement and leave a lasting impression on the attendees.

6. Stay on Message Virtually

Because the Second Life aspect of a real world event can easily become the “main attraction,” make sure what you do virtually is in line with what is happening in the real world. Make sure the messaging is clear, the branding consistent, and the discussion relevant. It is too easy to get sidetracked in a virtual world, however, having “hosts” at events can keep the conversations running smoothly and key messages communicated frequently.

7. Hire Security

While your real world event probably doesn’t need a security detail, in Second Life, for example, security at events is smart. It is so easy to build and create objects in Second Life, and it is just as easy for a troublemaker – or “griefer” – to do the same at your event. There are folks in Second Life who make good Linden as security guards. Give them the permissions they need to boot out (eject) any pesky griefers and to remove obnoxious objects from your land. Before I started hiring security, I had several great events disrupted by griefers,  but now that I have them, not a single event has been attacked.

8. Spread the Virtual Word

Holding an event in Second Life doesn’t only enhance the real world event itself, but it also enhances the promotions and buzz factor of your event. There is an entire strata of Second Life bloggers, Second Life Facebookers, Second Lifers on MySpace, Twitter, Plurk, and more. Almost everyone who blogs their Second Life does so exclusively, so they will only write about things they experience or hear about inworld. When you provide interesting events in Second Life that add value to the world and provide value to the avatar, chances are you’ll get a good deal of extra ink and mentions in the social mediasphere because of your Second Life initiatives.

Overall, holding a virtual event at the same time as a real world event takes careful coordination and strategic attention to detail. Don’t skimp on your Second Life event or treat it as an afterthought. Virtual world events are valuable to, and attended by, people from  all over the world. You can expand your reach quickly and exponentially when you hold a virtual world event.

Have you organized real world/virtual world events? What has worked for you? What hasn’t?

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• Report: Virtual Worlds for the Enterprise Market
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One of the companies exploring wikitecture is Studio Wikitecture, creator of an open-source, 3-D Wiki plug-in for Second Life in partnership with i3dnow that facilitates the creation of a “wiki-tree” to design objects such as building models.

In June, the company’s entry placed third in an international competition hosted by Architecture for Humanity on the Open Architecture Network. The company demonstrated their application by bringing together dozens of web workers from around the world to collaboratively design and build a 3-D model of a medical center in rural Nepal.

The wiki-tree functions like a 3-D rendered wiki so instead of seeing a line-by-line edit, you see each iteration of a 3-dimensional model but also “branches” and “leaves” representing the different versions and direction of the changes. Collaborators can build onto the existing model, vote on modifications, revert to a previous version, and contribute to the design process from anywhere in the world.

You can view a video that shows how the wiki-tree functions within Second Life as well as a time-lapse video showing the design as it evolved

While Wikitecture for real-world design is an amazing advancement in collaborative architectural development, the process and tools seem well-suited for working with others to create builds for Web-based and online 3-D gaming and virtual world projects.

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• Report: Virtual Worlds for the Enterprise Market
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Qwaq, Inc. creates virtual spaces for real work. The company’s product, Qwaq Forums, is the leading secure virtual workspace application for the enterprise, and enables collaboration in ways that weren’t possible before. Designed for enterprises and groups with distributed teams, Qwaq Forums significantly increases productivity by bringing critical resources together in virtual spaces, and allowing people to work together as if they were in the same physical location.

Can someone say “Second Life?” or any other virtual world or virtual world application already out there?

I have a 30-day trial access to Qwaq, have logged into the Welcome Forum and followed the 3 minute tutorial that explained about:

1. moving around,
2. my avatar, and
3. documents.

I’m thinking – hey, there’s nothing to it. Simple and easy is a good thing, right?

Then as I experimented with building my own office – one with a modern, warm “decor” – I began thinking that…there’s nothing to it. Basically, you can “build” a space such as a campus, a conference room (blue for boys, rose for girls?), a gallery, a modern office (cool or warm colors), a personal office and several other configurations. Breaking it down, this is how Qwaq felt to me:

1. Moving around: I can use either my keyboard or arrows to move my avatar and view around. This is basically the same set of controls for Second Life and other virtual world environments out there, so nothing revolutionary here. Moving around as a new user is just as quirky and clunky and takes time to get used to the flow.

2. My avatar: Ugly. I look like colored boxes stacked on top of each other. It is almost embarrassing how primitive the avatars in Qwaq look. I saw a promo image of a more “custom” avatar and it consists of the photo of a person’s face on the top box that represents the avatar’s head. How can you seriously interact with a business colleague when they look like a box with their photo pasted on it?

3. Documents: This may be where Qwaq has a slight leg up over Second Life and more or less of an advantage over other virtual world environments depending on their document integration tools. On Qwaq, I simply drag a document into my virtual office space, and it appears on the office wall about a minute later, either fully readable or editable, depending on the file type.

Qwaq offers true document integration in a virtual space whereas Second Life users, for example, still struggle to find the right tools to handle a PowerPoint presentation versus a collaborative document or whiteboard. They do include voice capabilities, and although I haven’t tried it, I’m venturing to guess it is much more stable than Second Life’s voice feature.

They also have a useful feature: a 3-D pointer that works similar to a real-life laser pointer so collaborators can draw attention to something.

Despite the cool pointer, I can’t help but think that Qwaq is a watered down version of the more elegant, graphically enhanced and feature rich environments of virtual worlds. Even a cartoonish world like There.com at least has avatars that appear to be people rather than cardboard boxes. And any meeting space in Second Life that is well-designed makes Qwaq’s virtual spaces look like…cardboard boxes.

If I’m going to be doing collaborative work with my clients or team members in a virtual space, I would much prefer that space to have some degree of aesthetics in addition to functionality. Otherwise, I might as well just use 2-D collaborative Web-based tools because they simply…work.

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• Report: Virtual Worlds for the Enterprise Market
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