There is been a lot of discussion about Wired leaving Second Life. The author of the “The Long Tail” was somehow disappointed with the small number of avatars (30) that showed up to his book signing. Chris Anderson says that the problem of Second Life is that “there is nobody there”.
Well, if you are fighting for a presence in Second Life you must think that avatars have a real person behind, so fighting for a presence means that you are fighting not only with other events in Second Life but with events in Real Life too. Because you can not be at a concert in Real Life and at book signing in Second Life at the same time. Yet.
The other issue missing in all this is that the fighting for a “presence” in Second Life can not be done with the same methods that in Real Life. It is a new environment with new rules.
I would say that the whole concept of “having a presence”, in Second Life, in order to sell your product it is all wrong.
Second Life is not about have something there or even about to be there, it is about interaction. Of course, you must have a place there, but putting a building there does not make people go to your building. Well, they might go for a first time, to see what you have there, but if your building or place has things that are just there it will be very difficult to have avatars returning.
Big brands are going crazy with the possibility of be in SL, they want to be be there mostly because of the hype. They pay huge sums of money to enterprises to build beautiful buildings but, IMHO, they are missing the point.
If you want to sell your product in SL, the best way to do it is to create a community around your product. Because SL is about communities, not about buildings. So beside the place, you need a team not only to guide your visitors, but mostly to interact with them, to create new challenges and activities to your visiting avatars.
One other thing that can help is seeing SL as one of the tools available, a blog about your product, an account on Youtube or Flickr with information about your product in SL could help to create the community.
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hey…what’s this about java? I lost my inicial comment. bummer.
well, here’s goes a re-write:
This poses another question: The author goes to great lenghs to explain (or better, to insist) that having an empty corporate building in SL amounts to a big bowl of nothing. it’s true. it’s true business and commerce wise. but is that any reason to quit second life? If there were no corporations in the real world, would he honorably commit hara-kiri? is corporate presence a reason to live, in SL or RL?
I think this all issue comes down to this: here is a guy who made no friends in SL, the didn’t bonded with anyone. here is a guy that taken away the oportunity to do business within a community…leaves. I think that’s sad, because it misses the whole point os SL: community, making friends, reaching out to people far and wide. it saddens me that yet again, a guy in a suit (let a lone a former edior of the economist) fails to understand that there is no way in a cold dark hell anyone (including his border-line genious self) is going to sell anything in an envionment they don’t understand.