1、Moving People in Web 3.0Web3/3.0 Also referred to as the“decentralized web”,Web3 is the engine that utilizes blockchain innovations.Web3 can exist without the metaverse but the metaverse could not exist without Web3.IntroductionOnce a niche concept beloved by tech enthusiasts,the metaverse careened

2、into the mainstream this year,peaking with Facebooks announcement in October 2021 that it is evolving into a social technology company.Tech giants are racing to establish a presence in global metaverse discussions and find ways to monetize this new virtual realm.Media coverage and industry analyses

3、are awash with metaverse-related content,all attempting to articulate a concept that is challenging to accurately describe with any confidence.The metaverse will exist within Web3,the next evolution of the Internet.The biggest distinction between the internet of today and the next evolution,Web3,is

4、decentralization.The decentralization within the metaverse would enable digital assets to be communally owned,free flowing,transparently traceable and protected from unauthorized access using advanced cryptography.This is why the metaverse is causing so much excitement.The decentralized nature of th

5、e metaverse is set to change peoples lives,because of the endless new opportunities it possesses for both individuals and brands.So many new opportunities in fact that the likes of Meta have set aside billions to develop it.And they arent alone.Tech investment has flooded into the space.So,what is t

6、he metaverse?The metaverse was first conceptualized in the 1992 science-fiction novel Snow Crash by Neal Stephenson as a virtual reality environment in which lifelike avatars met in realistic 3D buildings.Today,it is easiest described as a real-time virtual dimension that sits on top of physical rea

7、lity,incorporating new technology and means of communications including augmented reality,virtual reality,3D holographic avatars and video.The evolution of the metaverse offers us a hyper-real alternative world to coexist in where our individual physical and digital existences merge into one.Today,i

8、t is easiest described as a real-time virtual dimension that sits on top of physical reality,incorporating new technology and means of communications including augmented reality,virtual reality,3D holographic avatars and video.The evolution of the metaverse offers us a hyper-real alternative world t

9、o coexist in where our individual physical and digital existences merge into one.Introduction2.From a communications perspective,the implications are huge.The rise of the metaverse will mark a new era in consumer empowerment and stakeholder interaction.People wont just be socializing in these emergi

10、ng online realms they will be working,entertaining,shopping,creating and discovering in them,too.Because of this,brands need to adapt how they make authentic connections with people by building new stories and reinventing their image and capabilities.This innovation will not happen solely in the vir

11、tual world,but at the intersection of real life where communications will be transformed from storytelling to storyliving.It will be essential for marketing communications practitioners to claim space here,not just to market and entertain but to co-create and design solutions or services.With so muc

12、h potential,brands need to be focused on their approach to this new ecosystem and how they will integrate it into their existing strategy.This article explores the ways this new ecosystem will accelerate digitalization of marketing communications,the accessible gateways for brands to enter the metav

13、erse,and what the key dimensions for consideration by brands should be:New Humans Connect with avatars and digital humansInfluence them virtuallyNew EventsCreate and participate in metaverse eventsEmphasize community-driven digital relationshipsNew ObjectsExplore virtual possessions and digital good

14、sExperiment with NFTsStoryliving A modernized form of storytelling which enables an audience to have an experience or strike up a dialogue with a brand instead of being told what they sell or do.Deeper engagement humanizes the brand,cultivating a deeper level of trust and meaningful relationship.Int

15、roduction3.Within the metaverse,a persons physical and digital personas fully converge.What happens in the virtual world affects the real world and vice versa.Today,an individuals digital identity is just as important as that persons physical one,in that so much day-to-day activity takes place onlin

16、e.Personal habits,preferences,beliefs and perceptions not only extend into the digital realm but are altered and amplified across the multiple platforms in which they are active.Phenomena like the Proteus Effect,in which people believe that others will expect certain behaviors of them because of the

17、 characteristics of their avatar,will become increasingly common.As the metaverse elevates our sense of digital self,this freedom to express oneself will spill over into the physical world and provide vast opportunities for brands to engage with consumers through self-expression.New Humans4.New Iden

18、titiesSome of these changes may be extreme.For example,consumers are likely to continue customizing their avatars with the latest virtual fashion items and gadgets,reflecting their real-life style preferences,to establish themselves as unique within this new realm.In the same way that brands coped w

19、ith the ways Web 1.0(internet)and Web 2.0(social media and others)changed how people and businesses interact with each other,brands will need to observe how the metaverse changes peoples behavior,consciously and subconsciously,and explore new models of understanding and connecting with them.In the s

20、ame way that brands coped with the ways Web 1.0(internet)and Web 2.0(social media and others)changed how people and businesses interact with each other,brands will need to observe how the metaverse changes peoples behavior,consciously and subconsciously,and explore new models of understanding and co

21、nnecting with them.While consumers will continue to be drawn to brands with values that mirror their own,they will choose to engage with those delivering content and experiences through storyliving that adds real value,and this will remain the foundation for brands to develop their strategy within t

22、he metaverse.An example of this value-add would be a shoe brand providing a persistent 3D online space for visitors to practice their virtual skateboarding skills or a fashion brand offering exclusive collectables or customizable virtual items.By enabling individuals to upskill or co-create within t

23、he metaverse,brands will drastically shift how customers see the brands,products and/or services.Gaming is the most recognized gateway platform to the metaverse,where players have long been able to purchase virtual accessories for their avatars.Fashion and apparel brands have recently become early a

24、dopters of a Business-to-Avatar(B2A)model,which has sparked the growth of digital fashion houses providing services to brands looking to virtualize their garments.This new model creates numerous practical applications for brands to explore how to add value for consumers and provides a unique opportu

25、nity for brands to test new ideas,innovate and/or customize their products for different target segments.By enabling them to be a part of creating their own unique experiences and celebrating individual expression,with support from data and technology,brands are empowering consumers in a more person

26、alized way.New Humans5.Digital humans AI powered human-like digital beings that allow their operator to completely change their identity to a virtual one.Virtual InfluenceIn the metaverse,there will be exciting changes to the way we are able to influence how people think,feel and behave.Its a playgr

27、ound for marketing communications with few limits.New technologies are emerging that support hyper-realistic digital identities,and this has created a breeding ground for new virtual influencers.These technologies have sped up the complex process of creating high-quality digital humans,providing the

28、m with the ability to be realistic and more accessible.Virtual influencers will now have the edge over real-world influencers in that they can deliver the same impact regardless of platform.New technologies are emerging that support hyper-realistic digital identities,and this has created a breeding

29、ground for new virtual influencers.These technologies have sped up the complex process of creating high-quality digital humans,providing them with the ability to be realistic and more accessible.Virtual influencers will now have the edge over real-world influencers in that they can deliver the same

30、impact regardless of platform.The popularity of the virtual influencer has spawned many other forms of digital humans,ranging from virtual host,virtual customer service representative and virtual brand ambassador.Digital humans would play important roles in the metaverse,taking the consumer experien

31、ce to an entirely new level.Customer care digital humans already exist.They understand the users,speak any language,and are in the process of enhancing emotional connection with the customers and making interactions more empathetic and compassionate.The popularity of the virtual influencer has spawn

32、ed many other forms of digital humans,ranging from virtual host,virtual customer service representative and virtual brand ambassador.Digital humans would play important roles in the metaverse,taking the consumer experience to an entirely new level.Customer care digital humans already exist.They unde

33、rstand the users,speak any language,and are in the process of enhancing emotional connection with the customers and making interactions more empathetic and compassionate.Communications practitioners have debated the pros and cons of a virtual brand ambassador or spokesperson for some time,but this c

34、oncept would take on more dimensions within the metaverse.It would enable a digital humans persona for any brand to be more vibrant,more well-rounded and more authentic to stakeholders.This,in turn,would create a whole host of opportunities for virtual spokespeople,such as:Defining the arenas in whi

35、ch they want to assert their leadership;creating valuable networking opportunities;and establishing their voice without limitation of time and space.It would boost stakeholders expectations of communications practitioners ability to personify their companies.Like any external communications,the pote

36、ntial risks involved can be managed as long as they in line with a brands Web3 or specific metaverse guidelines and company image.Communications practitioners have debated the pros and cons of a virtual brand ambassador or spokesperson for some time,but this concept would take on more dimensions wit

37、hin the metaverse.It would enable a digital humans persona for any brand to be more vibrant,more well-rounded and more authentic to stakeholders.This,in turn,would create a whole host of opportunities for virtual spokespeople,such as:Defining the arenas in which they want to assert their leadership;

38、creating valuable networking opportunities;and establishing their voice without limitation of time and space.It would boost stakeholders expectations of communications practitioners ability to personify their companies.Like any external communications,the potential risks involved can be managed as l

39、ong as they in line with a brands Web3 or specific metaverse guidelines and company image.There will be myriad new ways for influencers of all types to interact and communicate with one another and their audiences,no matter their physical location or platform preference.For example,lifestyle influen

40、cers will be able to demonstrate products together or business influencers will be able to host virtual panel discussions in extended reality-enabled factories.There will be myriad new ways for influencers of all types to interact and communicate with one another and their audiences,no matter their

41、physical location or platform preference.For example,lifestyle influencers will be able to demonstrate products together or business influencers will be able to host virtual panel discussions in extended reality-enabled factories.New Humans6.In addition,increased efforts are being taken here to navi

42、gate areas such as diversity and inclusion.By doing so,companies are contributing to creating a metaverse that is inclusive,ethical and based on meaningful connections.How media influences audiences will evolve,too,but whether we continue to refer to them as“media”in the metaverse remains to be seen

43、.The metaverse will foster a new way of storytelling,creating a new platform for journalists and columnists to publish their stories,one which could eventually replace the traditional media structure.A good example of innovation in this space is from CNN,who opened its archives for the first time to

44、 offer collectors the opportunity to own a piece of history.Vault by CNN houses a select set of digital collectibles,or“moments”,from CNNs television archives,minted as NFTs.This project changed not only peoples perception of traditional media,but way they interact with news content.Many other leadi

45、ng“traditional”media started experimenting,too,forcing companies to rethink how they embrace these new ways of telling stories and influencing stakeholders.Many of us will have new identities within the metaverse,which will be indistinguishable between the real and virtual.These virtual identities c

46、an be as fluid as we need or want them to be,expressed in an infinite number of permutations.The most successful brands in the metaverse will be those that understand the identities and behaviors of these“new humans,”and engage with them in authentic ways,providing them with spaces to build relation

47、ships with others,and connect and communicate with avatars and virtual humans in brand-new virtual formats.The most successful brands in the metaverse will be those that understand the identities and behaviors of these“new humans,”and engage with them in authentic ways,providing them with spaces to

48、build relationships with others,and connect and communicate with avatars and virtual humans in brand-new virtual formats.New Humans7.New HumansRe-evaluate the target audience and their avatars in the new metaverse landscape.Monitor the behavior patterns and analytical models that emerge.Consider B2A

49、(Business-to-Avatar).Embrace the new opportunity for creativity in influencer engagement,real or virtual.Think carefully about how the company and its virtual spokesperson should portray themselves,and how this could pave the way for possible virtual spaces in the metaverse.Essential considerations

50、for brands:New Humans8.A single metaverse,not owned by any individual,company,or country,would still require collaboration across many layers,from technologies(e.g.,5G,cloud,CPUs/GPUs),entrances(e.g.,smartphones,VR/AR,brain-computer interfaces),and ecosystems(e.g.,blockchain,payment),to applications

51、 and experiences such as gaming,workspace,education,and shopping.Everything within an individuals physical space is connected,while engagement with digital spaces within the metaverse would not be funneled through any single gatekeeper.Marketing communications practitioners have opportunities to exp

52、lore and create events within those virtual venues or spaces.New Events9.Cryptocurrency A digital or virtual currency that is secured by cryptography,which makes it nearly impossible to counterfeit or double-spend.Digital SpacesAs a set of interconnected digital spaces where users can interact,there

53、 are endless ways for brands to use the space to do things they cant do in the physical world.While there are many companies working to contribute to the functional and technical creation of the metaverse,the majority will focus on how they connect with their consumers and other stakeholders within

54、it.Creating new experiences within these spaces will be key for brands looking to target Gen Z,for example,who prefer spending money on experiences versus material goods.the foundation for a revolutionized gaming world in the metaverse,taking virtual worlds and spatial software mainstream.The opport

55、unities here include anything from games and live performances to social experiences.The virtual sky literally has no limit.Many technology companies are building environments through devices,driving Virtual Reality(VR),Augmented Reality(AR),Mixed Reality(MR),and Extended Reality(XR)utilization as t

56、he new industry norm.Meanwhile other companies like Microsoft are working on building the“enterprise metaverse,”where immersive experiences can be built for customers,consumers and employees.Imagine a hybrid workspace setup with the power to generate new forms of creativity,collaboration and immersi

57、on in the virtual world.New EventsThere are many metaverse projects-Decentraland,Sandbox,and Axie Infinity,to name just a few and most have their own ecology and currency.This may sound intimidating,but these companies are encouraging innovation within their ecosystems.Roblox,for example,aims to giv

58、e users and developers ways to create digital worlds in a gaming format,while Epic Games is set to lay 10.Internet giants,such as Tencent,are integrating digital transactions,advertising,private traffic,and commerce within their 2D prototypes of the metaverse,presenting many possibilities of the fut

59、ure metaverse economy.For consumer brands,it is critical they prepare themselves by elevating ecommerce engagement,creating digital overlaps for their physical retail spaces,or looking at ways to make digital shopping experiences richer and more rewarding.The convergence of different technologies in

60、to the virtual realm could create a serious and exciting alternative to the reality of any event,be it games,live performances social experiences,workspace collaboration or shopping.Communications practitioners will be equipped to create blurred reality activations,be it brand hubs for consumers,or

61、a business center for customers and employees.That said,collaboration with tech and platform companies will not only be essential,but the most accessible and easy way in which brands can engage in the metaverse in the near term.Watch where people go and what they are looking at,while appreciating th

62、e unique look and feel of these new platforms.That said,collaboration with tech and platform companies will not only be essential,but the most accessible and easy way in which brands can engage in the metaverse in the near term.Watch where people go and what they are looking at,while appreciating th

63、e unique look and feel of these new platforms.New Events11.Companies will need to adapt to the new sense of community within Web3.Brands must continue making efforts to cultivate an engaged,vocal community of brand ambassadors,a concept not alien to community management and word-of-mouth practitione

64、rs today.The importance of emotional rapport is still there,if not more significant.Companies need to foster meaningful connections,collaboration and co-creation by embracing the community mindset in the metaverse.Companies will need to adapt to the new sense of community within Web3.Brands must con

65、tinue making efforts to cultivate an engaged,vocal community of brand ambassadors,a concept not alien to community management and word-of-mouth practitioners today.The importance of emotional rapport is still there,if not more significant.Companies need to foster meaningful connections,collaboration

66、 and co-creation by embracing the community mindset in the metaverse.Virtual spaces offer a new destination for gatherings and hangouts.Games especially are key places to meet people and enjoy live events,with the lines between the gaming and entertainment industries continuing to blur.For example,t

67、he virtual performance by DJ Marshmello set in Fortnite was attended by more 10 million players.It is important to note that games have long provided spaces for players to meet,connect and bond,but the focus of these recent interactive live concert interactions has been between celebrities and their

68、 fan community.It is the social and community aspects of games and entertainment that has made them so successful in user base penetration and maintenance.This will be a major factor in how well the metaverse coheres.This increased empathy led to an increased number of awareness-raising campaigns on

69、 different social causes and political campaigns in the form of video content and other digital content,especially during the pandemic when going online was main outlet for people to vocalize feelings.By further removing physical barriers,the metaverse will provide safe spaces for people to meet and

70、 collaborate with like-minded individuals.In terms of other new phenomena in the digital relationship sector,digital personas or avatars could influence friendships built within the metaverse and encourage more intimate online interactions.Avatars allow people to better empathize with others,by prov

71、iding the opportunity to see and feel what other people around the world are experiencing.This has the ability to nurture a more authentic community.Virtual CommunitiesNew Events12.New EventsCollaborate with tech and platform companies to engage audience in the metaverse in the near term.Watch for p

72、otential metaverse activism that can have a real impact on brands.Adopt a community mindset and cultivate an engaged community of brand ambassadors.Essential considerations for brands:New Events13.If the metaverse is an extension of our physical lives into the digital realm,then there should be a co

73、llection of virtual objects that exist,connect and integrate with the real world.The haptic glove,which simulates the feel of tactile feedback for the wearer,allows users to feel virtual objects when in the metaverse.Just imagine the possibilities for brands to use this technology for consumers test

74、ing out new products or services.Many brands have started to design and sell digital-only fashion,reflecting the rising value of digital items,with some brands even moving into direct-to-avatar(DTA)products in their exploration of the Business-to-Avatar journey.For people living in the metaverse,the

75、 way they purchase their clothes and gadgets would be no different to the real world,an outlet for self-expression.It has been predicted that the future of consumerism lies in virtual products,even with anti-excess consumption movements,and these virtual objects will have real monetary value.New Obj

76、ects14.NFTs and the MetaverseTodays various metaverse prototypes are“walled gardens”where the content,commerce,experience,and most importantly,the virtual objects,are constrained within one garden per se,lacking interoperability across different platforms.Those digital goods purchased within a certa

77、in virtual platform or environment are more of Web 2.0 digital goods.Within such a digital realm,digital assets face a challenge:they are easily copied.This is where Non-Fungible Tokens(NFTs)come into play.These digital certificates solve the problem by leveraging the blockchain to prove ownership a

78、nd authenticity of digital assets,without being mediated by a third party.They transform digital assets or virtual objects into tradable objects.In 2021,many brands embraced NFTs in their outreach and marketing strategy.Across sectors,they are taking advantage of its popularity to connect with consu

79、mers worldwide.The nature of the blockchain-based tokens decentralized,non-fungible,cross-border,and volatile offers brands opportunities and limits risks.Inversely,the metaverse offers decentralized marketplaces and virtual reality spaces for NFTs to represent assets,circulate widely,and expand use

80、-cases.They grant consumers digital ownership across the metaverse thanks to the decentralized nature of blockchain and provide a safe and reliable first dip into the metaverse.NFTs are the key to an open and connected metaverse.NFT(Non-Fungible Token)A non-interchangeable digital certificate of own

81、ership for any assigned digital asset;it can represent the value of physical assets as well as digital assets.NFTs are unique,verifiable and tradable.New Objects15.Social status or belongings:Now more than ever,people crave a feeling of belonging.Belonging to a digital community gives consumers a wa

82、y to forge deeper connections with brands,businesses and celebrities it is a tangible feeling that NFTs deliver on.Brands can elevate the social status of their customers within the metaverse.Status-as-a-Service can be considered by any brand selling products or services,while NFTs can bring to life

83、 this new revenue stream in the virtual world.Coca-Colas first digital collectibles re-imagined some of the brands iconic assets for the metaverse,with each NFT inspired by shared moments of friendship.All the NFTs are unique celebrations and articulations of friendship and its 135-year history,offe

84、ring consumers an exclusive“membership”to the brands community.CRM revolution:Based on trackable factors related to the NFTs owned/purchased,such as the types of NFTs owned,the quantity owned,or the duration the NFTs have been held,etc.,NFTs can open unique segmentation and engagement strategies.The

85、 exclusive perks and a fan community related to NFTs enables a brand to cultivate an elevated relationship with customers.The new way of storytelling:A huge part of the appeal of NFTs is the ability to tell brand stories in a new way.Stories can be integrated into NFTs and delivered via collectible

86、assets the scarcer and more exclusive they are,the more value they hold.Branded NFTs give consumers a captivating product to associate with a company,allowing consumers to understand and engage more deeply with it.RIMOWA launched a collection of NFTs titled Blueprints from the Metaverse”,in partners

87、hip with design studio NUOVA,exploring the idea of future movement by reimagining airline memorabilia and RIMOWAs own rich design heritage.By showcasing RIMOWAs legacy of craftsmanship but in a new context,and donating sales to creators as well as non-profit,RIMOWA delivered brand stories and its co

88、mmitment to building a better future.Unique experience appeal:A brand that designs and delivers special,unrepeatable experiences encourages interaction.NFTs allow brands to offer access to exclusive and privileged rights,which in turn increase brand loyalty.Burger King launched a large-scale NFT cam

89、paign which facilitated unlocking digital collectibles through QR codes that appeared its meal boxes.These digital collectibles can further direct the users towards unlocking several rewards and enjoying unique experience.New Objects16.Brands should look at NFTs as a new medium through which they ca

90、n engage with wider communities,remove intermediaries,add value for fans and collectors,and pave a way to the metaverse.Brands should look at NFTs as a new medium through which they can engage with wider communities,remove intermediaries,add value for fans and collectors,and pave a way to the metave

91、rse.With an understanding of what might be possible and what to be cautious of,brands must remain open-minded while they continue to observe,experiment and create.Unclear or uncertain regulatory framework:The lack of regulations covering“copyrighted”work and how ownership is defined within the block

92、chain may hinder the ability of brands to seek legal resources when dealing with fraudulent NFTs.Audience maturity:If the audience that a brand is targeting lacks awareness or familiarity with the metaverse environment and/or NFTs,brands may not see anticipated results.Cryptocurrency volatility:Usin

93、g cryptocurrency for NFT transactions means being exposed to the volatility innate in digital tokens.Projects will need to be carefully managed through crypto market swings.Sustainability issues:Due to the environmental impact of energies and fuels used in cryptocurrency mining,an NFT project may cr

94、eate an environmental impact,depending on the blockchains and scales of trading.Conflicts may arise between brand values and the large carbon footprint an NFT transaction creates.While NFTs create many opportunities,they are not without potential risks:New Objects17.New ObjectsEssential consideratio

95、ns for brands:Understand where the brand and audience sit in the conversation and assess a brands ability to create unique and scarce digital assets in long term.Do due diligence.Review potential risks in terms of regulations,copyrights,and unpredictability within the cryptocurrency market.If its ti

96、me to take a step forward,prepare for the long term by planning on how digital objects can be incorporated in the future metaverse.Consider other factors when it comes to NFTs impact on a low-energy future by trying to balance its environmental impact.New Objects18.SummaryFrom the New Humans to New

97、Events and New Objects,there are myriad gateways for brands to enter and explore the metaverse.For communicators,organizations need to connect with people in authentic ways within the virtual world where new societal relationships and lifestyles will be established.This will drive the evolution of c

98、ommunications within Web3.It may seem risky for a company to move into an entirely new virtual world,but the gateways outlined-New Humans,New Events and New Objects combined with right knowledge and careful investment are key for brands to building bridges to this fully immersive world.It wont be un

99、common to see metaverse functions or departments within organizations.In fact,we are already seeing this trend pick up and new metaverse-focused agencies emerge.To win in this space,companies need to recognize their strategic challenges,and hire a team or collaborate with people who possess the righ

100、t knowledge.These metaverse functions are likely to be a combination of marketing,innovation and development functions to bring in significant value.Externally,they need to collaborate with technology companies,brands and creators that are already part of the metaverse.Participate in crafting these

101、new experiences,leverage these new forms of interaction and creation and plan for these developments over the long term.Now is the time for brands to prepare for the metaverse because innovation will happen at the intersection of virtual and real life whether they are ready or not.BCW,a leading glob

102、al communications agency,is in the business of moving people on behalf of clients.BCW partners with clients in the B2B,consumer,corporate,crisis management,healthcare,public affairs,purpose and technology sectors to set strategic direction for all communications and create powerful and unexpected id

103、eas that earn attention.Through an Earned Plus offer earned media plus paid media,creative technology,data,AI and an expanding suite of innovative capabilities BCW moves people with power and precision to move its clients forward.BCW is a part of WPP(NYSE:WPP),a creative transformation company.For m

104、ore information,visit www.bcw-.Joe Peng,Chief Digital Officer,BCW Asia-PacificWith contributions from:Chad Latz,Chief Innovation Officer,BCW Global;Leah Taylor,Regional Marketing&Communications Director,BCW Asia-Pacific;Gen Li,Associate Director,BCW Hong Kong;Swee-Ping Yong,Regional Digital Director

105、,BCW Asia-Pacific;Milan Khemlani,Account Executive,BCW Hong Kong;Naomi Wong,Account Executive,BCW Hong Kong;Sher-Ling Yeap,Senior Interactive Designer,BCW Hong Kong&Singapore;Marc Lee,Content Manager,BCW Hong Kong;and Edie Zang,Art Group Director,BCW Beijing.Leah Taylor|Regional Marketing&Communications Director,BCW Asia-Pacific|+65 9863 0413|leah.taylorbcw-About BCWAbout BCWContactAuthorsAuthors