Second Life: Shop Here for Print - Part 2
June 7, 2007

(Continued)....

Are there costumers here for printing firms?
You bet! The world is filled with creative people and many of them are marketers and graphic designers who are involved in real world advertising and design projects. Tapping into those groups is a fantastic opportunity for printing firms. I have even seen a few printing firms that have created storefronts and offer residents trendy printed pieces—like posters and paintings—that can be used to decorate ‘in world’ buildings. If residents they really like them, the real world printer will print them and send them to the customer.

‘Corporate reality’
If you can build a network of corporate marketers, who knows what opportunities exist? Could you imagine reusing real work printed pieces as Second Life literature?
Who’s in Second Life now? From the Corporate 500, it would be easier to list who’s not in Second Life. In fact if they are not publicly in Second Life, they are likely researching it or using it for virtual meetings, training, and other internal uses. Semper already uses our location for internal training and development. I know that Fidelity Investments, and a host of other companies, does as well. Google the following: “Second Life” and IBM; “Second Life” and Xerox; “Second Life” and Cisco; “Second Life” and BMW; “Second Life” and NBC; “Second Life” and Coke… the list goes on and on.

Typical corporate activities
What are these large and small firms doing? Most are publicly engaged in marketing activities. They’re trying to understand how to reach the ever-growing population of residents. I’ve seen a wide range of promotions; from Coke branding activities to ‘educational’ programs about extreme conditions, sponsored by the Weather Channel.
Others are using Second Life to as a platform to recruit people. Semper is an active recruiting force in Second Life, as are firms like TMP, IBM, Cisco, Verizon, Microsoft and Coldwell Banker.

Use it for training. Collaborate!
The only limiting factor is that Second Life is currently a world of a few sounds and text-based communication. However, Linden Lab is adding voice abilities to Second Life soon. When that happens, Second Life will become a very serious challenger to conference calls and video conferencing. In fact, it will surpass both, as more and more firms utilize this tool for business-to-business activities.

Should a printing firm launch in Second Life?
Most firms should look at Second Life and the Metaverse in general. This technology is here, and it seems to be one that will stick around. If it does change how the Internet looks and is used, it’s key that any firm have an understanding of it. Does that mean that you should jump right in? Well, that depends on your firm. Many companies in Second Life are ones that are able to adapt to new technologies quickly, and are often visionaries or early adopters of new technology.
If you’re looking for ROI as fast as possible, this is not a good option for you at this point. It would be better to let the early adopters figure out most of this and buy the “Second Life for Dummies” book when it’s available. Of course if you wait, you’re limiting your ability to make a significant impact, as the early adopters will have cornered much of the niches—but, then again, some of them may look to be purchased.

How can I help?
If you’re thinking about entering Second Life, I would strongly advise you hire a consultant (like me!) who has a very strong understanding of this new world to determine if you should enter it, and help you understand the culture and build your presence. Often I persuade my clients not to enter Second Life quite yet. Then again, in many instances there is a compelling business argument.

Social communities of commerce
The metaverse is an evolving thing at this point. There are many deep pocket groups investing in this new media. Even if entering is not in your best interest now, you should be paying attention. Web 2.0 firms like MySpace, Second Life and YouTube are changing how people interact and communicate. It is wise to not only learn, but to adapt to these social networks, so you can position yourselves for the future. Maybe your real world print can also morph into something else.

Brian Regan is COO of Semper International, involved in recruiting operations for the company as well as consulting clients about Second Life, on behalf of Semper.
bregan@semperllc.com
www.semperllc.com

Posted by on June 7, 2007 | Comments (0)