Mad about the Metaverse

Let me guess. The metaverse is one thing you are NOT worried about for your association in 2023.

Beyond Ready Player One and Second Life

On October 28, 2021, the CEO of Facebook, Mark Zuckerberg, announced the social media company was changing its name. Meta would be the new brand name and the reason why? The company’s new priority:

“Meta’s focus will be to bring the metaverse to life and help people connect, find communities, and grow businesses.”

The news cycles were full of news about the name change, and conference sessions with titles like “The Metaverse and Your Membership” began popping up all over the place.

Mostly, just saying the word, “metaverse” seems to invite an eye roll or shrug as people grow ever wearier adjusting to more technology.

What is the metaverse, anyway?

The metaverse is a virtual shared space created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the internet. It is a concept that has gained significant attention and investment in recent years, with companies and organizations exploring how it can be used for a wide range of applications, from entertainment and gaming to education and training and even commerce and marketing.

Possible Uses for the Metaverse

As the metaverse continues to evolve and mature, it is becoming an increasingly important consideration for digital strategy. Some ways that the metaverse can fit into digital strategy considerations include:

• Creating immersive experiences: The metaverse offers the opportunity to create immersive experiences that can engage and captivate users in new and innovative ways. Brands can use the metaverse to create interactive campaigns, events, and experiences beyond traditional marketing efforts.
• Reaching new audiences: The metaverse allows brands to reach new audiences that may not be accessible through traditional channels. For example, brands can create virtual experiences that appeal to younger audiences or those more likely to engage with digital content.
• Personalization and targeting: The metaverse can enable brands to deliver personalized and targeted marketing experiences to users based on their interests, behaviors, and location within the virtual space.
• Data collection and analysis: The metaverse can provide valuable data on user behavior and preferences, which can be used to inform and improve marketing efforts.

It’s easy to view the metaverse with skepticism or even dislike.

One of my friends groaned when I mentioned I was interviewing a couple of guests about the metaverse for the Association Chat Podcast (happening on Tuesday, December 20th, 2022, at 2 pm ET! Check it out below…)

“No one wants to spend all day in VR headgear,” he said.

“We barely saw people wear masks when there was the threat of a lethal virus. I doubt they will want to opt-in to wear a VR headset.”

Some potential reasons for feeling less-than-enthused about the metaverse include:

• Privacy concerns: The metaverse involves collecting and using personal data, which can raise concerns about privacy and the potential for misuse of this information.
• Dependence on technology: Some people may worry about the potential for the metaverse to replace real-world experiences and relationships, leading to a greater reliance on technology and a potential loss of human connection.
• Limited accessibility: The metaverse may not be accessible to everyone due to the cost and availability of the necessary technology, such as virtual reality headsets. This could create a divide between those with access to the metaverse and those without access.
• Ethical concerns: There may be ethical concerns about the use of the metaverse, such as the potential for it to be used to exploit or manipulate users.

While it’s essential to consider and address these concerns when developing and implementing the metaverse and to ensure that the technology is used responsibly and ethically (of course it is), the limitations exist because we haven’t had a chance to adapt to the possibilities presented. After all, there is so much more to the technology than floating around in the ether with a funny avatar body.

When constructed accurately, the practical applications of the metaverse could transform the way we do almost everything.

Practical Applications for the Metaverse

As with any digital strategy, it’s vital for brands to consider the goals and objectives of their metaverse efforts carefully and to align them with their overall business strategy.

For all of the attention given to interacting in the metaverse Ready Player One style, the more practical ways to work with the metaverse – like in planning and preparing with groups for a better meeting or project, feels much more…well…unadventurous. But, along with training, it might be one of the most practical uses for it.

I like how one metaverse thinker put it, “for those of us looking to hone in on concrete benefits, I’d focus on the metaverse as a shared 3D rendered workspace — accurately representing the physical world to come — where many contributors can create, view, and analyze the same model, regardless of where they are. For large-scale projects incorporating contributors from many disciplines across many locations, that’s a vision that directly addresses one of today’s most daunting IT challenges,” – Alex Herrera, author of the Workstation Reports series, writing for the Cadalyst website.

Want to learn more? Join me for this upcoming interview!

Here are some of the questions (not necessarily in order) that I may ask during this upcoming interview with Mike Aaron and Andrew Wilson on December 20th at 2 pm ET. – these are a set of starter questions that may or may not get used depending on how the conversation goes.

• Can you explain the metaverse and how it differs from virtual reality or Web3?

• Andrew, how are you using it for the city of Atlanta?

• Andrew, why did Discover Atlanta decide to create this metaverse?

• Mike, are all metaverses built using the same programming language? Are they created equal? Are there standards in place?

• Mike, what makes this metaverse different, better, or more valuable than others?

• Andrew/Mike, what is the most common misunderstanding or barrier to appreciating the metaverse you encounter?

• Mike, what are some of the concerns, issues, or controversies that come up about the metaverse?

• Mike, how do you see the metaverse evolving in the next 5-10 years?

• Mike/Andrew, what are the potential social, economic, and cultural impacts of the metaverse?

• Andrew, how can your metaverse for Atlanta host virtual events, meetings, and conferences for members and stakeholders? What do you think about its uses for better event planning?

• What are the costs associated with using the metaverse, and how do they compare to the costs of in-person events and activities?

• How do you envision using the metaverse built for Atlanta in the future beyond the ASAE Annual Meeting in 2023?

• How can the metaverse facilitate community-building and social connections among members?

• How can businesses and organizations leverage the metaverse for marketing, sales, and customer experience?

• How do you envision people interacting in the metaverse, and what new forms of communication and collaboration might emerge?

• How can the metaverse enhance education, training, and professional development?

• What are some of the technical challenges that need to be addressed to make the metaverse a viable platform for everyday use?

• How do you see the metaverse addressing privacy, security, and identity management issues?

• What opportunities do you see for artists, creators, and content developers in the metaverse?

• How do you see the metaverse fitting into the broader context of the internet and emerging technologies like artificial intelligence and the Internet of Things?

• How can the metaverse be used to showcase and promote the work of the association or nonprofit to a broader audience?

• Can the metaverse facilitate collaboration and knowledge-sharing among members and stakeholders?

• How can the metaverse generate revenue for the association or nonprofit, such as through virtual event ticket sales or sponsorships?

• How can the metaverse be used to engage and mobilize volunteers and supporters?

• How can the metaverse be used to support the mission and goals of the association or nonprofit, such as through advocacy or education efforts?