I wrote a guide similar to this post about a year ago for work.com, but I’ve updated it a bit here. While I’m at it, I’ll probably go back and do a little updating there too.
One day soon, the most powerful web presences will be 3D, interactive and very, very personal. Today, a pioneer of the 3D web is masquerading as a game called Second Life. In Second Life, people create avatars to represent themselves and move about the “world” making friends, shopping, setting up businesses and doing just about anything people do in the real world. At the time of this writing, there are over 5 million Second Life registered accounts. All well and good, you may say, but I’m really not interested in buying and selling pixelated land or creating clothing in Photoshop to sell to avatars.
Well, it’s time to sit up and take notice.When IBM invests $10 million in Second Life, and companies like Cisco Systems, Sun Microsystems, General Motors, Dell Computer, Reuters Group, Sears and Toyota Motor build virtual offices, showrooms and meeting centers, they aren’t doing it for kicks. These corporate buildings commonly feature interactive products, presentations, videos and web site links. Even global bank ABN-AMRO (expected to merge soon with Barclays to create one of the world’s largest financial institutions) and a Dutch funeral industry association (uitvaart.com) have substantial Second Life presences. Expect even more attention with the recent $50,000 e-Bay sale of the popular sim Amsterdam, which is a Second Life city modeled on the real thing.
Second Life is not a viable marketing choice for many businesses, but for others it can be a dynamic branding opportunity. Why market your business in Second Life?
1. Generate trial use
Through their avatars, people can touch and use your simulated product in ways that are impossible on the 2-D web. Witness avatars carrying and using Motorola Razr phones they pull out to indicate they are on real life phone calls and unavailable for chat. At one of the virtual Cisco locations, people can walk around a “connected house” and play with everything from rotating picture frames to a networked security system.
2. Bond with your customers
Be aware that people usually invest a strong sense of self in their avatars. If an avatar is using your brand of computer, driving your car or wearing your clothes, expect the person behind the avatar to check out your product when he or she gets back to the real world.
3. Make a splash
Second Life is hot. Though the days of landing in the Wall Street Journal just because you have a Second Life presence are over, you can still generate some great press if you have a creative campaign. See the Second Life web site for examples.
4. Advertise cheaply and effectively
Many people who ignore traditional advertising and Internet banner ads carefully check out stores and displays in Second Life. Buildings filled with products, videos, and information at IBM and Cisco are destination sites people are exploring. Circuit City and Sears, located on one of the IBM sims, are good examples as is the technology featured at Sun Microsystems.
5. Sell product
Consider selling products within Second Life as well as marketing your real world products. One could argue that someone who has already spent a little money with you in Second Life is more likely to buy from you in the real world. Also, all those $2 sales might pay for
your virtual world marketing. In addition to selling virtual phones, Telus offers customers about $60 U.S. worth of Second Life money for signing up for a “cool real life phone.” Toyota sells Second Life cars.
6. Educate and Direct
Click on products at most Second Life corporate locations and you will be given a note card detailing the benefits and features of the product or sent to a web site that does the same. You can also demonstrate your product or service visually and interactively, the key strength of Second Life. Tour the Uitvaart mortuary and learn about each step of the burial process by visiting a funereal urn room, a body preparation room, a viewing area, a funeral service room and more. Yes, there are even bodies laid out!
7. Interact directly with your customers
Second Life gives you an opportunity for your sales people to meet with and discuss products with prospective customers, to conduct seminars and to give demonstrations. It is much more personal and hands-on than “Live Help” buttons which are only instant messaging without interactive visuals. Check out the IBM Executive Briefing Center in Second Life for a great example.
8. Conduct meetings
More and more, companies are turning to Second Life for meetings of far-flung employees. The 3-D visuals and opportunities for interaction far surpass a typical webinar. Dell, IBM and Cisco all have conference centers, and conference facilities are available for rent in Second Life.
9. Recruit and interview employees
If you have a farflung organization and want to add a personal touch to the recruiting process, consider Second Life. IBM has entire buildings devoted to recruiting.
So how can you create a Second Life marketing presence without spending a fortune? Second Life is a little like a foreign country. Just like importing from China, you shouldn’t go in for a week, then think you are ready to do business.
- Hire a project manager who is a successful, real world marketer who also knows Second Life inside and out. Find someone who can put together the best team to help you develop your marketing strategy, implement your marketing tactics, deliver on your goals and supervise the building of your Second Life presence.
- Develop a draw, a reason for people to come to your business. Find something great to offer or a way to interact with them in an interesting, entertaining way. The common and elitist “If we build it, they will come” mentality of some big companies may garner press, but it won’t produce eyeballs or repeated consumer visits.
- Commit to a long-term presence and constantly develop new ways to interact with the community and add value. There are tremendous branding opportunities that have barely been tapped.
- Determine if Second Life is really right for your company. At this point, the biggest value is heightened brand awareness to a far-flung market and a progressive image. For many companies, Second Life may not make sense. For example, if you are selling locally or selling products B2B to a nontech vertical market, think twice for now.