Evergreen Virtual Environments

A bit more on the perpetual virtual environments that have come to be known as "evergreen". First, some clarification. Many virtual environments are "event-based" meaning they are associated with what we call a "pulse". In other words, they are associated with a short lifespan, just like a physical event: trade show, job fair, etc. 


Evergreen environments are related to longer term initiatives like promoting a product line, educating a community, training a workforce or enhancing a brand.


There are many examples of these environments to visit. Here are a couple based on the 6Connex Virtual Experience Platform (note - each is a public site, but does require brief registration):


The Association of Boarding Schools (TABS)
An association environment showcasing boarding schools from around the world.


Airway World
An environment designed to showcase the lastest medical information on airway management.


Cisco Virtual Connection
This environment gives you a front-row view—from your own desk—of innovations that bring people, information, and businesses together.


A brief note on the benefits of evergreen environments. 


Consider that many business units and marketing groups within large organizations have their hands tied when it comes to making easy updates to existing web properties or, worse yet, launching a new one. 


And think about the budget required for a small business to launch a rich media web site with social networking, a complete content management system and metrics. 


Or put yourself in the shoes of an association director seeking to find new, cost-effective ways to recruit, retain and train members. 


In each case, an evergreen virtual environment is perfectly suited to meet those needs, and more.

Key Performance Indicators - the Steak and the Sizzle

People new to the concept of virtual environments often wonder why companies like HP, Cisco, Intel, AT&T, Siemens, Novartis, DuPont, and Pfizer use them. The simplest answer is this: measurement of key performance indicators.

While Internet marketing techniques have vastly improved the measurement of communications activities, there is still room for interpretation, the data is generally not immediately available to those who need it most, and it's sometimes difficult to correlate the measured behavior with the desired activity. Not so with a properly deployed virtual environment.

That's because while they have all of the functionality of a rich media Web site (and more), virtual environments are designed specifically to provide you with data that helps you achieve your business objectives. Standard Web sites are tasked with investor relations, job postings, maps/directions, providing equal time to all business units, etc., but your virtual environment is yours, will measure what you require, and is there for you to evolve and change.

Cisco has created dozens of virtual environments, each designed to cater to a division's or initiative's business requirements. HP has also created many dozens of virtual experiences, some highly secure internal events, some pure BtoC. Oracle communicates with user groups, Intel conducts sales conferences, DuPont runs promotional campaigns. You get the idea.

The point is this: the power of the Web to reach a broad yet targeted audience, and to measure the interaction that results, is only real if it actually takes place. A virtual environment is the easiest, most cost effective way to create a measurable destination.