ALWAYS ADD VALUE!

I absolutely agree that the best way to build usage and even community is to have a cohesive strategy. I might visit a new space in Second Life to have a look around, but for me to return, there has to be something that I find valuable. That might be something to do, it might be people I want to meet. Your use of the word ’shiny’ is spot on – flashy superficiality is just not enough, either in terms of the objectives, the build or – in particular – the content.

@Peter While I agree with you, what I find really odd is that there are plenty of Second Life based businesses that don’t have any customer service representatives, but people keep on coming to them. It clearly is a matter what is happening on the location (i.e. consistent new releases, events) plus what the build is. There’s a build in Second Life that is just beautiful and meant as a hang out space while it has some stores the location itself is visited often because of its beauty. While, I’m sure we would all agree that the SL build is merely a beginning, don’t expect people in virtual worlds to come to your content because it is shiny. There has to be some sort of strategy (the same sort of strategy Adam mentions for mobile apps later on) and there has to be some sort of experience that you’re leaving the SL resident with. The real failure is that, unlike the web, if you build it people won’t just come. If you build it, push the content, promote consistent interactivity with the space then people will not only approach, but engage and become a part of that brand.

Nex, it is the same old story, you need the hardware to really get the most out of SL. We are still a ways away from solving that.

Peter

As I am sure you can imagine, I fully agree that an SL build is merely a beginning, and not an end. Thanks so much for that comment!

Kirk’s point that clients are thinking that the launch is the end rather than the beginning is pretty sad – but I have had similar experiences. It certainly explains some of the deserted sims…

If you were to build a shop on an island, have almost no stock, never change that stock, never change the window displays and have no sales assistants to engage with the customers, would there be queues at the doors? Why would anyone think that Second Life is any different?

I’m sure 2008 will be different though!

Peter

I have to agree with Kirk that right now you have to stay above the curve to engage in many virtual worlds, but I think the idea of a 3D virtual world is still pushing the boundaries of the baseline of computer technical capabilities. The idea of a 3D virtual world is ahead of the current technology curve for, say, someone who has purchased a $1000 system or has a two or three year old computer to run Second Life properly. This problem happens across all virtual worlds, including games such as World of Warcraft.

Nexeus Fatale

Absolutely true. I just remember reading about some SL campaigns and scratching my head thinking that there is no way their target has embraced SL. Embraced being the key word.

Anyways, fun discussion guys!

Jeremy

I think this discussion is assuming your target is one that already embraces SL. Or else, why would we advertise there?

We wouldn’t target people outside of SL with a campaign inside – any more than we’d target the male demographic on Oprah.

I agree, Second Life is not for everyone, and the barriers to entry is time consuming for some. I feel that I have gotten a great deal out of my adventures in Second Life, and am glad that I have spent the amount of time in SL that I have. That being said, I do understand why it has not caught on in the mainstream. I agree that it may be a while before virtual worlds hit the mainstream however, I don’t think it will be that long.