360DigitalInfluence

Ogilvy Public Relations Worldwide
Aug 20

Cats get nine lives, does Second Life get just one?

Personally I am not a fan of Second Life – it has never captured my imagination and with three children, two of teenage years, it hasn’t captured their’s either. Clearly, for the virtual world creators at Linden Lab, and the early adopters that got on board at the start, it has been a success. But like most things, once the hype and excitement of a new application wanes, that is when the real effort begins. Can Second Life really sustain a presence, continue to innovate and attract new users, whether personal or business? You decide.

But one Australian researcher, Kim MacKenzie, a PhD student at the Queensland University of Technology, is trying to find the answer. Kim is completing her honours year thesis around the business applications of Second Life. She studied 20 international brands over three months last year and has come to the conclusion that many were either ghost towns or worse, had shut up shop. She often found herself wondering around with no evidence of anybody in. See the full article posted today by the Sydney Morning Herald’s Asher Moses.

Linden Labs released figures in April that showed Second Life active users in Australia were 12,245, down from 16,000 towards the end of last year. Not very impressive. According to the Herald article by Asher, it is suggested that brand engagement is not really going to be in Second Life, or not at this time.

MacKenzie herself suggests the application is still a few years ahead of the curve and companies hadn’t done enough to advertise their presence there; or, when more advanced features are added such as voice chat, she believes it will grow in popularity. I guess time will tell.

I don’t know what your experience is with or in Second Life. Are you a corporation that has had success? Or has it been an experiment or a tool to engage your staff? Or do you agree with Kate’s thesis? Or are we all missing the point? Do share.

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