Second Business...

After recently visiting some interesting company fronts in SL, I have taken away a bit of advice for future companies, or perhaps one of my own some day. Second Life is a different world, with different rules of society, and this should be well noted when thinking about building your business here.

To start with, I checked out the ever so famous Leo Burnett build. It was a lot like what you wouldn't expect. Mainly outdoors, there were large "tree forts" with libraries on top. There were some interesting objects like a bouncing apple, which hung from the trees, and a flying pencil (company trademark) for all visitors. One of the most eye-catching parts for me, however, was the large auditorium with a microphone in the middle. I'm guessing this location is used for larger conferences and meetings with the agency and visitors or even faculty.

The other two places were personal shopping centers not for yourself, but for your second-self, your avatar. Here you could preview all sorts of merchandise ranging from roman clothes, to body piercings, to tattoos, and even range rovers and porches. Each location was laid out in a unique way; one store had a more professional, mall-like feel, while the other shopping center was set in an anime cartoon land. Once walking through different portals of the areas you could teleport to larger cityscapes and window shop there (unless you had some real linden dollars--which cost real U.S dollars). The best part about these locations, the call to action shown right when you teleport. Paper Couture, a Second Life clothing business, has left their link in their build, making it easy to just click it and visit. You can preview all of the clothing collections and view model avatars wearing the clothing. Back in the store you can by the clothes again on Second Life. Interesting enough, its almost the reverse process of how we buy merchandise in real life.


As for creating a successful business front in SL, these companies had some pros and cons. Mainly, I feel the name of the actual location was not branded enough, or barely visible. If I came across Leo Burnett in Second Life, I wouldnt have a clue as to where I was.

This brings me to my advice about opening/building your Second Life business, or business in Second Life. First off, certainly spend lots and lots of time in SL before thinking about building (did I mention a lot of time). This program is relatively new to many people, and to rush into something may not be as fortunate as the original internet outcome. It takes large amounts of money and time to maintain a build in SL, so have someone from your company research the program, the surroundings and everything else involved with your build plans before you begin. Also, be prepared to have a PR firm/individual ready when you do build. You never know what could happen to your image once placed into a world that is bound by minimal law. Be careful when building.

Create a build as you would in real life, but use the creative advantage of Second Life. To explain further on this broad statement, I mean to build a world that represents your company first: use logos and brand color schemes, create a feel that is comfortable and matching with your brand image. For example, if your company were to be Apple, create a futuristic world with use of solid whites and blacks. Make sure to include your logo all over the place (without becoming to obsessive). But at the same time, don't be afraid to explore your endless boundaries in the game. Create teleports that allow you to transport visitors to fantasy worlds and truly make the experience interactive. If your image permits, have games, free objects, and other qualities that will make avatars want to return, or at least bookmark the landmark in their inventories. Remember that your store front in SL has the same idea as it would in RL, it gives people a chance to view a representation of your company and image. So treat your build well, create exciting activites for the avatars, and show your product/service at its best.

With this said, make sure your world is social. Since this is a social media network, make sure you include activities and locations to make an avatars experience social and interactive. Like in many SL businesses, have meeting places or lecture locations. This will allow you to hold meetings and speakers that will entertain the visiting avatars as well as inform them.

Another note, this is not PowerPoint or MS Excel, this is a 3D virtual world. Your presentation skills have become endless. With the lack of physical appearance, one can become truly comfortable with their avatar and truly impress prospective visitors with some interesting information. So when giving your company overview, walk people through a 3D version of your presentation. Make sure they have opportunity to interact with what is being said/shown. Forget the bullet point style informing, create movies, sounds, and activities suitable for the SL world.

For more information about some technical details and even basic starting points, check out Business Week's SL tip sheet. It will tell you how to design your avatar, understand the virtual culture, and other tips to get your started.

And remember, just like a blog, you have to get your SL business noticed before you can expect to see any avatars filling your Island/location.