Space Sunday: Mars rovers, molecules & 1.8 billion pixels

NASA’s Mars 2020 rover. Credit: NASA/JPL

It might look like the Mars Science Laboratory (MSL) rover Curiosity, but the vehicle seen above (in an artist’s impression) is in fact the Mars 2020 rover that is due to be launched on its way to the red planet in July of this year to arrive in early 2021.

Based on the chassis, body and power plant used by Curiosity, the 2020 rover is a very different vehicle that is tasked with very different roles. And now the 2020 rover has a name as well: Perseverance.

The name was selected following a US national competition in which K-12 students (kindergarten through to 17-19 years of age) were invited to suggest a name for the rover in essay form ( a practice NASA has taken with a number of missions to Mars, including the MER rovers Spirit and Opportunity and with Curiosity). From the initial entries received, NASA narrowed the choice down to nine possible names, with the public asked to cast their vote for their favourite – although the final decision on any name remained with NASA management. Those nine names were: Clarity, Courage, Endurance, Fortitude, Ingenuity, Perseverance, Promise, Tenacity and Vision, with each name identified by a single essay selected by NASA as best representing the goals of the pace agency.

The final choice of name, based on a combination of votes for the nine and an internal decision at NASA, was made by the agency’s associate administrator for science missions, Thomas Zurbuchen, who selected the name Perseverance based on an essay by 13-year-old Alexander Mather of Virginia. The formal announcement of the name was made by Zurbuchen at a special event at Alexander’s school on Friday, March 5th.

In making the announcement, Zurbuchen made note of the fact that Curiosity actually started its journey to Mars when Alexander and many of the other competition entrants were babies – or had yet to be born – citing their involvement in the competition as an example of the innate curiosity that draws us to want to explore the planets and stars around us. He also noted why he felt Perseverance was a particularly apt name for the new rover.

Yes, it’s curiosity that pulls us out there, but it’s perseverance that does not let us give up. There’s no exploration without perseverance.

Alex’s entry captured the spirit of exploration. Like every exploration mission before, our rover is going to face challenges, and it’s going to make amazing discoveries. It’s already surmounted many obstacles to get us to the point where we are today – processing for launch. Alex and his classmates are the Artemis generation, and they’re going to be taking the next steps into space that lead to Mars. That inspiring work will always require perseverance. We can’t wait to see that nameplate on Mars.

– Thomas Zurbuchen, NASA’s associate administrator for science missions

As noted above, Perseverance may look like Curiosity, but it is a very different vehicle in terms of mission and capabilities.

An artist’s illustration of the Mars 2020 rover Perseverance, showing the “turret” of science instruments at the end of the rover’s robot arm. Credit: NASA/JPL

In terms of overall science mission, Curiosity was tasked with identifying conditions and finding evidence that show that Mars may have once been capable of supporting life on its surface – a primary mission it actually achieved within three months of arriving on Mars. However, it was not actually capable of identifying whether any of that life – and we’re talking microbial life here – may still be present, or of what it might have been. Perseverance will take the next logical step in the process:  it will look for actual signs of past life, or biosignatures, capturing samples of rocks and soil that could be retrieved by future missions and returned to Earth for in-depth study.

To achieve this, Perseverance will carry a host of new science instruments and more advanced versions of some of the systems found on Curiosity, together with additional enhancements born of lessons learned in operating the MSL rover on Mars for the past 8 years.

This means that the rover is slightly larger than Curiosity somewhat heavier, massing just over a metric tonne compared to Curiosity’s 899 kg. Part of this extra weight is accounted for by the systems that allow it to obtain samples of sub-surface material and seal them in containers for possible later retrieval by sample return missions. These include a larger, more robust drilling system mounted on the “turret” at the end of the rover’s robot arm, which also in part accounts for the increase in weight of that unit from 30 kg to 45 kg.

Perseverance rover: instruments and systems

Also, while Curiosity is equipped with 17 camera systems, with only four of them colour imagers. Perseverance has 23 cameras, the majority of which are colour imaging systems. These include a suite of 7 cameras that will provide unique views of the rover’s descent and landing, including views of the parachute deployment and views of it being winched to the ground by its hovering “skyhook” platform It also has a pair of “ears” – microphones that, if they work (NASA’s past attempts to operate microphones on Mars haven’t been successful), will allow us to hear the Red Planet for the first time.

Two further key differences between the two rovers are that Perseverance has a different set of wheels that are larger and designed to better handle Martian terrain, which has taken its toll on Curiosity’s six wheels. Perseverance’s steering  has been updated to give it better manoeuvring capabilities, while the second major difference is that Perseverance has a massively updated self-driving capability. These updates mean that Perseverance will be able to map its route far better than Curiosity, calculating route options five times faster than the older rover. This will eventually seen the time required to map and plan each stage in the rover’s drive route reduced from around a day to about 5 hours. In turn, this means that while Perseverance will travel at the same speed as Curiosity, it will be able to cover more ground in the same time periods, and gather more samples over the course of its prime mission.

Continue reading “Space Sunday: Mars rovers, molecules & 1.8 billion pixels”

Solving a mystery, time travel and youthful journeys in life

Seanchai Library

It’s time to highlight another week of storytelling in Voice by the staff and volunteers at the Seanchai Library. As always, all times SLT, and events are held at the Library’s home unless otherwise indicated. Note that the schedule below may be subject to change during the week, please refer to the Seanchai Library website for the latest information through the week.

Sunday, March 8th

13:30: Tea-Time Special: Death on the Nile

First published in 1937, Death on he Nile is one of Agatha Christie’s most famous and enduring Hercule Poirot murder mysteries. The book has been the subject of multiple theatrical, film and television adaptations, most of which had by necessity condensed elements of this tale of love, jealously, and betrayal to more readily fit the requirements of their format.

Now, Seanchai Library continues to present the opportunity to enjoy the story in full – and within a setting inspired by the novel, as Corwyn Allen, Da5id Abbot, Kayden Oconnell, Gloriana Maertens, and Caledonia Skytower bring Christie’s characters once more to life for us to enjoy.

The Karnak – Death on the Nile

In this, the final part of the story, Poirot reveals the who and the why of the murders and thefts that have dogged the cruise of the cruise of the steamer Karnak during its cruise along the Nile.

To be followed by a post-read party featuring DJ Elrik Merlin.

18:30: The Secret Garden

Caledonia Skytower continues this classic of children’s literature  by Frances Hodgson Burnett, first published in 1911, at the Golden Horseshoe in Magicland Park.

Orphaned after losing her parents in a cholera epidemic, young Mary Lennox returns to England from India, entering the care of her uncle Archibald Craven, whom she has never met.

Up until this point, Mary’s childhood had not been happy; her parents were selfish and self-seeking, regarding her as a burden over which they were not obliged to hold much responsibility. Not overly healthy herself, she is as a result  a temperamental, stubborn and unmistakably rude child – and her arrival at Misselthwaite Manor and the relative gloom of Yorkshire’s weather does little to improve her mein.

Her disposition also isn’t helped by her uncle, who is strict and uncompromising, leading to Mary despising him. But her uncle’s story is itself filled with tragedy, particularly the loss of his wife. As she learns more about her uncle’s past, so Mary learns about a walled garden Mrs. Craven once kept, separated from the rest of the grounds and which, since her passing has been kept locked by Mary’s uncle, the door leading to it kept locked, the key to it buried somewhere. 

Finding the missing key and the now hidden door, Mary enters the garden, and her passage into it starts her on a journey of friendship and discovery, one that leads her to the thing she never really knew: family.

Monday, March 9th 19:00: The Ugly Little Boy

Gyro Muggins reads a tale that started life as a short story by Isaac Asimov, and was later expanded into a full length novel by Asimov writing in collaboration with Robert Silverberg.

A 21st century time travel experiment results in a Neanderthal boy being pulled from his time. The intention is to study the boy and understand how his kind lived. However because of the potential for time paradoxes, the boy must be kept in a within a stasis module, a place physically separated from modern time; but he must still be cared for. So the company behind the experiment hires a children’s nurse, Edith Fellowes, to look after him.

Initially horrified by the child, Edith comes to forms a bond with him, discovering he is intelligent and capable of both learning and love. However, to Stasis – the company behind the experiment – the boy is little more than a commodity to be observed and with a story to be sold to the media. As such, he is only of value for as long as there is public interest in his story. When that fades, the company determines the child must be returned to his own time, his place to be taken by a subject from another era. But Edith knows that, thanks to all she has taught him, his own time is no longer a place he is equipped to survive within, and determines she must take action to protect him.

Tuesday, March 10th 19:00: Very Far Away from Anywhere

Ursula le Guin remains best know for her intelligent science fiction and fantasy stories. However, Willow Moonfire brings us one of her books that steps away from that genre entirely.

If you’d like a story about how I won my basketball letter and achieved fame, love, and fortune, don’t read this. I don’t know what I achieved in the six months I’m going to tell you about. I achieved something, all right, but I think it may take me the rest of my life to find out what.

So begins a moving coming-of age tale, centred on 17-year-old Owen, who is in the middle of his senior year in high school. A loner and intellectual, Owen is an introspective young man who hasn’t found any deep connections to anyone; only his interest in science offers a point of focus for him. While he does spend time with his two closest friends, is a member of various groups at school and enjoys sports, he looks upon that side of his life as a fiction, no more real to him than the pretend utopian world of Thorn, a place he created in his imagination whilst a child.

But Thorn is no longer a place of escape for him; it has become beyond his reach as he moves towards adulthood, and he must now face turning the “fiction” of the physical world into a reality in which he can function and move beyond the potential breakdown he might otherwise face, escape the threat of repeating the lives of his parents and take control of his destiny.

Wednesday, March 11th, 19:00: The Phantom Tollbooth

Finn Zeddmore reads Norton Juster’s fantasy adventure for younger readers.

For Milo, everything is a bore and all activities little more than a waste of time. Then one day he arrives home in his usual state of disinterest, only to find a package waiting for him. He has no idea where it has come from or who might have sent it, but is clearly intended for him, given the label. Opening it, he discovers a small tollbooth and a map of “the Lands Beyond,” illustrating the Kingdom of Wisdom.

Reading the limited instructions – that warn him to have a destination from the map in mind – and thinking the package to be some kind of game, he sets the tollbooth up, decides Dictionopolis should be his destination, and propels the accompanying little car through the tollbooth.

Immediately he finds himself driving an actual car through a city that is clearly not his own. Here he discovers he must remain focused, lest his thoughts wander, and his journey wanders as well; a lesson he only discovers when he does daydream and finds himself in the Doldrums.

Also as he travels and meets new friends, so he also realises something else: life is far from boring or dull; it actually offers much to be discovered.

Thursday, March 12th:

19:00: The Lord of Pengersick Castle

With Shandon Loring, also in Kitely – grid.kitely.com:8002:SEANCHAI).

21:00: Seanchai Late Night

contemporary sci-fi and fantasy with Finn Zeddmore.

Cica’s new Fairy Tale in Second Life

Cica Ghost – Another Fairy Tale

Cica Ghost opened her latest installation on Saturday, March 7th 2020 for a month-long run. Entitled Another Fairy Tale, it offers a continuation of ideas first presented in Fairy Tale in 2017 (see: Cica’s Fairy Tale in Second Life), introducing a new family of fantastical creatures scattered across a twilight landscape.

Like Fairy Tale, this installation is introduced with a quote by a writer of tales, with Cica using words from Hans Christian Andersen: Everything you look at can become a fairy tale and you can get a story from everything you touch, and such is the evocative nature of the scene that for anyone who visited Fairy Tale, the intervening years between it and this installation simply vanish, and it is as if we’ve turned a page in Cica’s magical story and arrived at the start of a new chapter.

Cica Ghost: Another Fairy Tale

But while the original featured a somewhat bleak and barren landscape with columns of rock and branches bereft of leaves vied to reach the sky, here we are in a garden setting, where tall flowers point their colourful petals towards the darkening sky, and leafy vines droop their way around rocks even as flowerless shoots also rise towards the clouds scudding overheas, the ground beneath them mottled and covered by verdant, moss-like grass,

Within this setting reside creatures fantastical, some seemingly born of the land, some of the sea and some of the air; some with legs and / or wings, others limbless or with forelegs ans sinuous tails. Many are quadrupeds, some with cloven, hoof-like feet, with or without claws, others with foreleg appendages that appear to be capable of manipulating other objects.

All of them are united in the facial features, which range from the almost bovine (at first glance) of some through to the very anthropomorphic looks, the latter most noticeable in the winged creatures, graced with very a human-esque placement of forward looking eyes above a nose-like snout that in turn sits above a lipped mouth. All are faces suggestive of intelligence and awareness, eyes occasionally focusing on visitors, expressions set in frowns at being disturbed or what might be smiles of greeting.

Cica Ghost: Another Fairy Tale

How and where these creatures evolved is perhaps part of the region’s story. There is a suggestion that while some are now quadrupeds, they mostly share a heritage born of the surrounding waters, and that even now  evolution is being witnessed as those with sinuous tails or bodies are adopting to life ashore, growing forelimbs – or they are at least given to being equally at home on land or in the sea. This idea is aided by another creature that rises slowly from the waters just offshore,  as if gradually worming its way ashore, while nearby, a second, massive creature (a wonderful combining of mesh elements and the region’s terrain on Cica’s part to give it form and life) raises its bulk and head above the waves to look down on the landscape like a mother watching over her brood at play.

Whether this is a land of our own planet but hidden far, far, away from everyday human affairs (as can be the way of fairy tales) or is perhaps part of another world entirely is something also left to the imaginations of visitors. For those who like the interactive elements of Cica’s builds, be sure to mouse around; sit and dance points are waiting to be found within flowers and close to some of the land creatures, while grabbing a leg of one of the flying chaps will take you on a journey across the region, revealing many of its delights and curiosities – such as the Jaws-like rocks pushing up from the grass their open “mouths” partially lined with “teeth” revealing they are nests and home to as yet flightless version of the airborne creatures.

Cica Ghost: Another Fairy Tale

Imaginative, whimsical, and delightful, Another Fairy Tale is a delightful continuation of a trips through Cica’s worlds of the imagination. Do be sure to at least enable ALM when visiting to appreciate her always considered use of lighting projectors and materials.

SLurl Details

Celebrating International Women’s Day in Second Life

Celebrating International Women’s Day in SL

Sunday, March 8th marks International Women’s Day, 2020, a global opportunity to celebrate women’s achievements while calling for greater equality.

Held on March 8th  each year, IWD is over 100 years old, the first official event being held in 1911, IWD is a focal point in the movement for women’s rights, and is marked in multiple ways around the world, and in many countries is now a recognised holiday or holiday for women.

The theme for this year’s IWD is #EachForEqual, a call for gender equality, and the the day will be marked in Second Life at Celebrating International Women’s Day in SL, a series of events throughout the day organised and hosted by the Confederation of Democratic Simulators (CDS). The these will comprise music, dance, live performances and interactive activities.

The core entertainment comprises (all times SLT):

  • 09:45 – opening with MC DJ QT, who will be playing a range of music from the blues through to contemporary songs and music between Debauche sets.
  • From 10:00 – Debauche Dancers: Debauche combines outstanding choreography, creative stage settings, gorgeous costuming to present artistic entertainment that has been pleasing audiences across Second Life since its first performances. Whilst having a core rooted in burlesque, Debauche also incorporates many other dance styles in order to present a memorable theatrical experience for its audiences.
  • 14:00: Aleykat: Aleylia Resident is a highly regarded singer in SL who takes listeners on a musical journey, her range including upbeat pop, classical renditions and timeless material.
Celebrating International Women’s Day in SL

In addition visitors to CDS are invited to:

  • Visit the Making Wave Exhibit: over the last 300+ years, women made enormous strides in establishing for themselves a place of their own in the world, achieving legal and political equality throughout much of the globe. A great deal of this success has derived from the power and insight lent by the rise and ongoing evolution of Feminism. Making Waves chronicles the historical contributions of Feminism to the continuing struggle for social justice, acknowledging the past while looking ahead to the future of the women’s movement.
  • The sharing Wall: a wall of posters for YOU to participate in! Bring your favourite poster or images and you’ll be able to set them up for display on our Sharing Wall! It’s free, fun, and can be thought-provoking.
  • The Doodle Board: a chalk board for visitors to play on.

About the Confederation of Democratic Simulators (CDS)

Currently comprising six regions, the Confederation of Democratic Simulators (CDS) is the oldest, continuously-running democratic estate in Second Life.Loose themed on Germanic, Alpine, Tuscan, or Mediterranean styles, the regions present an all-encompassing government based on citizen participation, with elections to the Representative Assembly held each six months, and the work of the Representative Assembly supported in its work by a Scientific Council.  This governing structure is not role play, as might appear to be the case: it is more a residents co-op, not unlike the way apartment buildings are managed in real life, where every landowner is a “citizen” and is granted the right to vote and be elected to manage the overall space.

Among the goals for this project are: to enable ownership of high-quality public, private, and open-space land; create a themed yet expressive community of public and private builds; and implement novel democratic forms of self-government within Second Life.

SLurl Details

2020 SL project updates week #10: TPVD and CCUG

Countryside, January 2020 – blog post

The bulk of the following notes are taken from the TPV Developer meeting held on March 6th, 2020. These meetings are generally held every other week, unless otherwise noted in any given summary. Also included this week are notes from the very brief Content Creation User Group (CCUG) meeting of Thursday, March 5th. These are indicated by [CCUG] appearing before them.

The embedded video is provided to Pantera – my thanks to her for recording and providing it. Time stamps are included with the notes will open the video at the point(s) where a specific topic is discussed.

In terms of the TPVD meeting:

  • The core of the meeting (10:05-45:08) revolved around specific issues TPVs that have implemented their own shader changes are encountering with merging EEP (note: not Firestorm) and views on EEP assets and permissions. In the interests of brevity, these are not recorded in the notes below.
  • The latter part of the meeting (45:15 onwards) is an esoteric, somewhat tongue-in-cheek discussion concerning on-line status.

SL Viewer News

[1:46-5:02]

  • The new Premium RC viewer, version 6.3.8.537335, was released on Tuesday March 3rd. See the notes below for more.

The remainder of the current SL viewer pipelines were unchanged for week #10:

  • Current release viewer version: 6.3.7.535996, formerly the Yorsh Maintenance RC viewer, dated February 7th and promoted February 20th.
  • Release channel cohorts
    • EEP RC viewer updated to version 6.4.0.536347, February 11.
    • Love Me Render RC viewer, version 6.3.7.536179, February 10.
    • Camera Presets RC viewer, version 6.3.6.535138, January 24.
  • Project viewers:
    • Copy / Paste viewer, version 6.3.5.533365, December 9, 2019.
    • Project Muscadine (Animesh follow-on) project viewer, version 6.4.0.532999, November 22, 2019.
    • Legacy Profiles viewer, version 6.3.2.530836, September 17, 2019. Covers the re-integration of Viewer Profiles.
    • 360 Snapshot project viewer, version 6.2.4.529111, July 16, 2019.

General Viewer Notes

  • Given the delays to EEP due to some late-breaking issues (see below), it is now possible the Lab may opt to promote one of the other RC viewers in the period between now and when EPP is ready for viewer-side release. In particular, the Premium RC viewer may be fast-tracked to release status (although the back-end support will not be activated until Premium Plus is launched later in the year).
  • The Camera Presets RC viewer remains “crashy”, and any merge with releases is currently being held pending a decision on whether EEP is ready for release or if another RC should be promoted ahead of it.
  • Viewer build tools update viewer (using the VS 2017 + a more recent Xcode version, etc.), has become “complicated” due to the repository migration, the need to update libraries, etc. As a result, and depending on the amount of work involved in the libraries aspect of the work, this may become a two-phase project: put the RC viewer out, then finalise the libraries for future builds.

Premium RC Viewer

[5:34-8:33]

  • This viewer is contains new code to specifically handle benefits information related to benefits / limits applied to accounts based on subscription level (Basic, Premium or the upcoming Premium Plus).
  • This data will in the future be provided by the server at log-in, rather than being received through an assortment of mechanisms or being hard-coded into the viewer. However, until the server-side support is turned on, the viewer code does not actually do anything.
  • Once the back-end support switch for these changes is thrown – which will not be until Premium Plus is launched later in the year -, it is possible that users on viewers / clients lacking the necessary code changes may find things like uploads failing (due to the incorrect L$ value being applied).
  • However, TPVs are encouraged to start trial integrations with the code so that they are ready to go with updates which the switch is thrown, as the code will be required as a part of the log-in process, so TPVs need to be ready for it in order to avoid users experiencing log-in issues.
  • Other than these changes and some UI improvements, this viewer is functionally identical to the release viewer, and it is anticipated it will rapidly move to release status because of this – possibly ahead of any EEP release, depending on how the final issues resolution process for EEP advances.

EEP Status and Deployment

[CCUG] The full resources of the rendering team (including Runitai Linden, recently returned to SL from Sansar) are now working on trying to solve some remaining shader issues with the Environment Enhancement Project, which is having some lighting problems that need further work

Note the with regards to EEP:

  • It is no longer a goal to make all environments across Second Life appear *exactly* as they do under Windlight.
  • Because of this, some content may look different under EEP lighting than it does under Windlight.
  • This means some region designers and some content creators may have to make adjustments to their region environments  / their content for optimal viewing with EEP.
  • There will be some known issues with EEP when it is released, but the belief is that these will be minor.
  • There will be fixes for rendering issues following EEP, mostly likely through the Love Me Render project.
  • If there are what LL consider to be “significant” breakages, then effort will be made to address these.

Fun facts:

  • The current EEP viewer (RC 6.4.0.536347 at the time of writing) has accumulated over 185,000 user hours thus far, and has a crash rate 2% below the current LL release viewer.
  • Over 600 Jira issues have been filed against EEP, the vast majority of which have been cleared by LL.

ARCTan

[CCUG]

Project Summary

An attempt to re-evaluate object and avatar rendering costs to make them more reflective of the actual impact of rendering both. The overall aim is to try to correct some inherent negative incentives for creating optimised content (e.g. with regards to generating LOD models with mesh), and to update the calculations to reflect current resource constraints, rather than basing them on outdated constraints (e.g. graphics systems, network capabilities, etc).

This project is in two phases:

  • Phase 1: viewer-side changes, primarily focused on revising the Avatar Rendering Cost (ARC) calculations and providing additional viewer UI so that people can better visibility and control to seeing complexity.
  • Phase 2: provide updates on in-world object rendering costs, etc., using the avatar ARC methodology as a basis for this work.

Status

  • Vir’s  fix for the appearance / Bake Service issue he encountered appears to work within the text environment he has created, although it is still awaiting a QA thumbs-up
  • The next element of work he is anticipating is putting together a “version 2.0” of ARC calculations, which may use a similar scheme to Animesh.

In Brief

  • [8:49-10:05] viewer updates: a reminder was given that users should update to recent viewer updates from the Lab / their preferred TPV on a regular basis, as necessary changes (such as the Premium RC updates plus others in the pipeline) will mean that older viewers lacking the necessary code will cease behaving as expected in certain ways.
  • The next CCUG meeting will be on Thursday, March 28th, and my summary of that meeting will likely be back in its own separate blog post.

Lab Gab 16 summary: marketing Second Life

via Linden Lab

The 16th edition of Lab Gab was live streamed on Friday, March 6th, featuring three members of the Second Life Marketing team: Brett Linden, the Lab’s Senior Director of Marketing, Darcy Linden, Performance Marketing Manager and Strawberry Linden, who was also acting in her role as the show’s host.

The official video of the segment is available via You Tube, and the following is a summary of the key topics discussed and responses to questions. Note that this is not a full transcript or summary; I’ve tried to keep this summary to the core discussions on the Marketing Team’s work, so be sure to refer to the video as well. Also, items provided below may not all reflect the chronological order in which they were discussed, but have been grouped together where appropriate. Time stamps are provided for those wishing to jump to a specific point in the video, which is also embedded at the end of this summary.

Note that further information on the Lab’s Marketing work for Second Life can also be found in the official blog post, The Heart & Science of Second Life Marketing, which is mentioned on several occasions during the video.

Brett Linden (l) and Darcy Linden (r) joined fellow Marketing team member Strawberry Linden for the March 6th edition of Lab Gab

Marketing Team Goals for 2020

[4:02-5:17]

  • Continue the drive for greater user acquisition (sign-up and conversions to retained users) and grow the active user base.
  • The retention focus is also on existing users – helping to keep them engaged and feeling a part of SL’s very broad “community”.
  • Helping the Second Life economy – highlighting and encouraging creativity in Second Life and the potential the platform offers in terms of creativity and potential income generation.
  • To re-energise the Second Life brand. The platform is 17 years old – no mean feat for any technology product  / platform – but that longevity  and history means that it’s important to keep SL relevant in pop culture, the media, etc., so the fact that it is still thriving is not forgotten.

General Marketing

  • [6:44-7:43] One of the major aspects of marketing material production has been SL related videos (e.g. in-house tutorials and videos exploring different regions in SL, plus the Made in SL series).
    • These have seen a dramatic increase in the volume of available videos for people to see through various channels and many of them have been localised into other languages for ease of digestion.
    • They also feed into market segmentation and efforts by the Lab to probe what resonates with users (potential, new and established) and generate greater interest / awareness in the platform.
  • [9:05-10:22] What is the target demographic LL looks at for SL?
    • LL has done analyses of audience segmentation, communities, themes, etc., and a lot of demographic data has been gathered in respect of this.
      • There is a lot of interest in the platform from the 18-24 year age bracket.
      • Conversely, with users who have spent 1,000 hours or more in SL, the age range is much broader (18 through to 60+).
    • Given the latter point, and  that as a virtual world, SL allows people to do pretty much anything they want and be whomever they wish, the Lab focuses more on breaking age barriers, and focuses on the richness of opportunities and experiences available within the platform, rather than on specific age groups, and helping communities active within SL to grow, regardless of age, race, gender, etc.
    • [46:35-47:22] That said, campaigns that are targeted for older users are being developed.
  • [24:32-25:49] Where to SL ads go, and how are channels selected?
    • Ads go to all suitable channels across the web – Google, Facebook, Microsoft, etc., and more recently Twitter and other social media.
    • Videos go to You Tube and Facebook.
    • LL always willing to experiment with new channels – social media, for example, has given “very mixed results”.
    • All advertising is subject to analysis and time has been put into enhancing the tools available for doing to and which will allow LL to extend their reach even further.
    • Part of this drive also involves identifying active communities in SL that can be used as a focus for ad campaigns.
  • [27:23-28:52] and [37:50-39:48] Is SL marketing work being localised for languages other than English? Yes. The new user video tutorial series, for example, has been translated into around 8 languages.  The same is also being done with SL ads.
  • [29:02-30:29] Why don’t SL users see these ads?
    • The fact the active SL users rarely / never see on-line adverts for SL is testament to the targeted nature of the campaigns and that they are reaching the intended audience – people who are not active in SL.
    • Advertising specific to existing users (e.g. promoting events, etc), goes via different mechanisms.
    • Investment is being made in technologies and capabilities to extend SL’s reach via marketing and potential user acquisition.
    • Most tech-literate people have heard about SL, so a portion of the work is focused on piquing their curiosity to the point where they go from reading / hearing about it to actively taking a look.
    • Some of this has been geared towards encouraging former users to log-in once more.
    • Work is also focused on audiences who may not be aware of SL.
  • [32:22-35:23] What is happening with regards to more organic marketing?
    • LL wants to to curate, create or assist the SL community in strong word-of-mouth marketing, including high-quality social media content.
    • Also looking at possibly using non-paid product placement opportunities with established TV programmes and media channels to more directly pitch SL.
      • An example of this that unfortunately didn’t go ahead, was the potential for Second Life to be placed / referenced within the British-made Black Mirror anthology series.

Marketing Second Life’s Adult Content

[10:28-16:00]

Two core questions were asked on the subject of adult content.

  • Is there any work being done to promote adult content in Second Life, including LL working with adult content creators, bloggers, etc, plus placing ads on other adult platforms?
    • Yes, LL are cautiously looking at how to incorporate SL’s adult content into messaging. But there are major  business implications / issues associated with trying to do so.
    • For example, industry “best practices” as defined by Google, Facebook, et al, tend to be conservative / limiting in what they will allow with advertising, which can impact both how LL can promote adult content and how effective any campaign might be given the restrictions other platforms have in place vis. adult content.
    • There are also serious consequences LL have to consider if they promote adult content through other platforms in the wrong way – such as losing complete access to a mainstream channel for advertising SL as a whole.
      • [58:15-59:24] The reason SL does not have a Twitch presence is because Twitch will not countenance any risk of adult content appearing on their platform. This is something the Lab is attempting to redress via discussions with Twitch.
    • Nevertheless, LL is testing more “provocative” messaging in some of their romance related campaigns – on of the more successful of their promotional campaigns in terms of click-through and possible audience capture.
  • Will adult content be promoted alongside / as a part of major SL events such as the SL Birthday, or promoting those adult regions that are thematically landscaped, or offering adult bloggers blog roll support?
    • For those logged-in to SL, either in-world or places like the Marketplace, it is possible to opt-in to seeing information related to Adult products, places, etc. via search, through the Maturity ratings.
    • There is also a Destination Guide category for adult content, allowing for the rules on image types, etc.
    • In terms of SLB and adult content, Marketing cannot speak for the Product Operations team, but how adult content might be handled vis-a-vis SL17B is something that is on Patch Linden’s radar (see also: Lab Gab #15 summary: the Moles, Patch SL17B and more).

Increasing User Retention

[18:56-24:30]

  • A good part of the marketing work is not just running campaigns and hoping they will draw users, but actively monitoring campaigns – how well / poorly they perform – and carrying out a range of testing (from simple A/B testing through more complex multivariate testing) to provide direct feedback on campaigns allowing them to be constantly refined and improved.
  • Testing also encompasses all aspects of the user sign-up process, landing pages, etc., that sit behind ad campaigns (collectively the join flow that carries an interested party from an ad through the sign-up process and (hopefully) in-world).
  • This has resulted in upticks in both sign-ups and users arriving in-world.
  • Testing initiatives also extends into the active user base (e.g. the rez day e-mail campaign) to see how the Lab can more positively engage with its existing users.
  • In terms of further plans  / activities related to user retention, The Heart & Science of Second Life Marketing provides more information on what the Marketing team is and will be doing.
  • In terms of how existing users can help SL grow, the easiest, most effective way to it tell others about the platform, what you do, invite them to give it a go and be there to help them and help get them involved.
  • [25:50-27:22] Most SL ads focus on a specific genre / theme – so why don’t users following those ads go to a related sign-up process with suitable default avatars and arrive in-world at locations that reflect the theme of the ad?
    • Lab has run several experiments with community matching between ads and sign-in / arrival in-world.
    • However they are dependent on a wide range of factors (time taken to create the relevant avatar type, work with communities in-world to ensure incoming users get the support they need on arrival, resources available at the Lab to make them happen, etc.), and so they do take time to implement.
    • Currently, much of the focus at the Lab with SL is towards other areas / requirements, so such tests are currently on hold, to be picked up in the near future.
    • The aim is very much on having people to traverse a sign-up experience and arrive at an in-world location that meets their expectations based on the ad.

Additional Discussions

  • [5:17-9:04] Lucagrabcr initiated a forum thread on SL Marketing which is mentioned in the segment, with Brett specifically picking up on the idea of “spinning off” communities into their worn worlds (“Tiny World”, for example).  In particular, while making it clear this is not on  LL’s roadmap, the idea does resonate with SL possibly having the potential to offer white label services (e.g. “Tiny World, brought to you by XYZ, powered by Second Life”).
    • Offering the platform as a white label service is actually something I thought Sansar would have been ideally suited – and early in the platform’s history, Ebbe Altberg did point in that direction. Whether it was actually promoted that way, I’ve no idea. If not, then it might stand as a missed opportunity for that platform.
  • [16:02-18:55] and [30:30-32:21] Second Life has had something of a negative stigma in the media over the years. What is being done to reverse this?
    • Negative press must be responded to on many fronts. Much of what is being put out through social media, performance advertising campaigns, the video promotions, etc., will all combine to shift such negative perceptions where they occur.
    • The community plays a role in this through positive videos that are organically created by users, blogs and other resources that help present SL’s richness, etc. user generated videos are seen as particularly effective in countering trolling videos.
    • Lab is aware that more can be done to challenge perceptions and preconceptions, and again, they see telling the stories of those engaged in the platform as a means of doing this.
  • [59:28-1:00:22] Is physical world merchandise being considered as a means of helping to promote SL? Yes, but nothing to announce at this point in time, but a review of potential merchandise, vendors, etc., has been carried out.