Getting a (Second) Life: An Interview - Part I
Putting aside last week's security breach that required Second Life customers to change their passwords, I am intrigued by this virtual space. Part of my interest is the coolness factor; but man and woman cannot live by coolness alone. Using it as a personal gallery to exhibit my photographs is one thing. Encouraging my company to invest marketing dollars is quite another.
For the uninitiated, Second Life, shortened by most to “SL,” is an online virtual world where anybody with a broadband connection and a reasonably powerful computer can interact, create, educate, play, and work in a graphically rich 3D environment. It is an immersive space where you interact with your surroundings and other people through an avatar (a representation of a human, or non-human, being) who walks, flies or drives around.
SL certainly has gotten a lot of buzz. It was featured at this year's PC Forum and made the cover of Business Week. Currently, there are a few hundred thousand users registered with SL.
To look beyond the hype and get some perspective, I recently spoke with Aaron Uhrmacher, senior account executive at Text 100, our PR agency of record. He played a key role in developing Text 100's presence on SL. Needless to say Aaron is a SL advocate. After a virtual tour of Text 100's island (SLurl), I asked Aaron to discuss how his agency launched their island and why.
Dan Greenfield: Why did you build an Island in SL?
Aaron Uhrmacher: Our SL presence stemmed from a presentation that we made at the Arthur Page Society on the future of communications and social media. In our work, we are very involved in peer-to-peer media -- blogs, wikis, podcasts, etc. SL allows for a more immersive form of communications. In SL, you can collaborate in three dimensions. With this island, Text 100 can put into practice elements of a digital lifestyle for both internal and external audiences.
As a public relations firm, we were not interested in buying and selling goods, like some other companies are doing. Our primary objective is communications. We feel it is a fantastic communications tool for our employees as well as our clients, and it’s part of the natural evolution of peer-to-peer media. It is an immersive environment for companies to hold internal meetings, showcase new products, receive feedback on products still in development and deepen the interaction customers have with their brand.
Greenfield: How did Text 100 set up a SL presence?
Uhrmacher: We purchased land from Linden Lab and built Text 100 island. By choosing to build a private island, no one else can build on it. How an island looks differs from organization to organization – and primarily depends on your company’s objectives for establishing a presence in SL. For example, do you want it to be replica of your real life product or service, or more representational -- communicating what your company represents and stands for.
The design of the Text 100 Island reflects our agency's culture. It is not a replica of our real life offices. We wanted to experiment and take advantage of what SL is all about. Our space is three-tiered. Through your avatar, you can fly from one tier to another, which takes advantage of SL’s flying capability. The architecture is open and transparent, reflecting Text 100’s culture. It has a futuristic look and feel to represent our company’s focus on technology communications.
Greenfield: What should you know going in? What resources do you need to build and maintain an existing site?
Uhrmacher: It is very labor intensive. You need to ask if you want to buy your own island or rent space on an existing island. You may want to consider experimenting on an existing island first and hosting an event to see what SL is all about. Buying space on an existing island involves less financial and labor investment, but you won’t have as much control of your environment. Buying a virtual island costs between $1,200 and $5,000 in U.S. dollars. The first step is to have a strategic vision of what you want to accomplish. Contractors and residents can help build your site. We used the design firm The Electric Sheep Company. SL has a scripting language that you will need to use. You will also need an in-house team including designers, IT folks and a legal expert, just as you do for your website. A typical island can be developed in two weeks.
Greenfield: What kinds of companies should do it? How do they know if it is right for them?
Uhrmacher: SL is an excellent opportunity for companies that want to extend their brand and are open to the opportunities made possible by new forms of social media. Technology companies are among the first to take advantage of SL, though there are plenty of traditional companies who are willing to experiment with this new technology as well. It all depends on your company’s business objectives.
Second Life is a fantastic way to offer your customers a more immersive brand experience than that which is possible through a website or blog. It provides a 3D space where individuals can form communities, hold discussions and interact in a profound way. We see this as the next natural way for companies to engage their audiences as well as this new public in conversations and activities that enhance the brand experience and improve peer-to-peer communications.
Greenfield: What are the rules for being effective in SL?
Uhrmacher: The rules are still being written and they will evolve as SL grows. The community will drive the rules. Today you can only buy goods in SL to be used by your avatar in SL. I can see the day when individuals shop on SL and have the products delivered to their real life addresses.
End of Part I. I will post the second half of my interview on Monday, September 18.
Let me get back to you.
For the uninitiated, Second Life, shortened by most to “SL,” is an online virtual world where anybody with a broadband connection and a reasonably powerful computer can interact, create, educate, play, and work in a graphically rich 3D environment. It is an immersive space where you interact with your surroundings and other people through an avatar (a representation of a human, or non-human, being) who walks, flies or drives around.
SL certainly has gotten a lot of buzz. It was featured at this year's PC Forum and made the cover of Business Week. Currently, there are a few hundred thousand users registered with SL.
To look beyond the hype and get some perspective, I recently spoke with Aaron Uhrmacher, senior account executive at Text 100, our PR agency of record. He played a key role in developing Text 100's presence on SL. Needless to say Aaron is a SL advocate. After a virtual tour of Text 100's island (SLurl), I asked Aaron to discuss how his agency launched their island and why.
Dan Greenfield: Why did you build an Island in SL?
Aaron Uhrmacher: Our SL presence stemmed from a presentation that we made at the Arthur Page Society on the future of communications and social media. In our work, we are very involved in peer-to-peer media -- blogs, wikis, podcasts, etc. SL allows for a more immersive form of communications. In SL, you can collaborate in three dimensions. With this island, Text 100 can put into practice elements of a digital lifestyle for both internal and external audiences.
As a public relations firm, we were not interested in buying and selling goods, like some other companies are doing. Our primary objective is communications. We feel it is a fantastic communications tool for our employees as well as our clients, and it’s part of the natural evolution of peer-to-peer media. It is an immersive environment for companies to hold internal meetings, showcase new products, receive feedback on products still in development and deepen the interaction customers have with their brand.
Greenfield: How did Text 100 set up a SL presence?
Uhrmacher: We purchased land from Linden Lab and built Text 100 island. By choosing to build a private island, no one else can build on it. How an island looks differs from organization to organization – and primarily depends on your company’s objectives for establishing a presence in SL. For example, do you want it to be replica of your real life product or service, or more representational -- communicating what your company represents and stands for.
The design of the Text 100 Island reflects our agency's culture. It is not a replica of our real life offices. We wanted to experiment and take advantage of what SL is all about. Our space is three-tiered. Through your avatar, you can fly from one tier to another, which takes advantage of SL’s flying capability. The architecture is open and transparent, reflecting Text 100’s culture. It has a futuristic look and feel to represent our company’s focus on technology communications.
Greenfield: What should you know going in? What resources do you need to build and maintain an existing site?
Uhrmacher: It is very labor intensive. You need to ask if you want to buy your own island or rent space on an existing island. You may want to consider experimenting on an existing island first and hosting an event to see what SL is all about. Buying space on an existing island involves less financial and labor investment, but you won’t have as much control of your environment. Buying a virtual island costs between $1,200 and $5,000 in U.S. dollars. The first step is to have a strategic vision of what you want to accomplish. Contractors and residents can help build your site. We used the design firm The Electric Sheep Company. SL has a scripting language that you will need to use. You will also need an in-house team including designers, IT folks and a legal expert, just as you do for your website. A typical island can be developed in two weeks.
Greenfield: What kinds of companies should do it? How do they know if it is right for them?
Uhrmacher: SL is an excellent opportunity for companies that want to extend their brand and are open to the opportunities made possible by new forms of social media. Technology companies are among the first to take advantage of SL, though there are plenty of traditional companies who are willing to experiment with this new technology as well. It all depends on your company’s business objectives.
Second Life is a fantastic way to offer your customers a more immersive brand experience than that which is possible through a website or blog. It provides a 3D space where individuals can form communities, hold discussions and interact in a profound way. We see this as the next natural way for companies to engage their audiences as well as this new public in conversations and activities that enhance the brand experience and improve peer-to-peer communications.
Greenfield: What are the rules for being effective in SL?
Uhrmacher: The rules are still being written and they will evolve as SL grows. The community will drive the rules. Today you can only buy goods in SL to be used by your avatar in SL. I can see the day when individuals shop on SL and have the products delivered to their real life addresses.
End of Part I. I will post the second half of my interview on Monday, September 18.
Let me get back to you.
Technorati Tags: Second Life; Social Media; Text 100;
Great post and interview. Seems like we are thinking about the same subjects as my last post was about marketing on second life (http://h20325.www2.hp.com/blogs/kintz/archive/2006/09/10/1581.html )
Eric (Comment this)