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The Unofficial Guide to Building Your Business in the Second Life Virtual World: |  |
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The Unofficial Guide to Building Your Business in the Second Life Virtual World: | |
One of the hottest trends in pop culture, Second Life®, is a virtual, 3-D “world” that exists on the Internet. Populated by adults and teens alike—in numbers going into the tens of millions—those who use Second Life® barter and buy much the way they do in real life. They’re also just as open to ads, products, and marketing—and businesses are just now discovering the enormous potential.
A comprehensive, in-depth guide to the opportunities in this new marketplace, The Unofficial Guide to Building Your Business in the Second Life® Virtual World gives readers practical tips and strategies for creating an income stream, and marketing or extending a brand on the site. The book provides relevant examples—from IBM creating a collaborative virtual workspace, to start-up companies with virtual goods, to Princeton University offeing Second Life® classrooms—and provides proven techniques for successfully generating buzz through Second Life®-centered promotions and advertisements. This is one book that reveals the best ways to make money using the hottest thing online.
Sue Martin Mahar (West Orange, NJ) is a respected resident of Second Life® and a freelance writer.
Jay Mahar (West Orange, NJ) is a sought-after guide on Second Life®, who has been very successful in designing and building businesses for both himself and others.
"This guide shows entrepreneurs how to assess potential opportunities and conduct business in Second Life and includes many handy lists of practical dos and don’ts. With Second Life continually evolving, business possibilities there are in fact limitless, as this book shows. Essential reading for all entrepreneurs and recommended for both the general public and business students." --Library Journal
One of the hottest trends in pop culture, Second Life®, is a virtual, 3-D “world” that exists on the Internet. Populated by tens of millions of users, Second Life® is an opportunity to network with others, buy and sell products and services using real currency, and advertise your brand in a thriving, receptive environment.
A comprehensive, in-depth guide to conducting business in this new marketplace, The Unofficial Guide to Building Your Business in the Second Life® Virtual World will ensure you make best use of the site. With relevant examples—from IBM creating a collaborative virtual workspace, to start-up companies selling virtual goods, to Princeton University offering Second Life® classrooms —you’ll learn how to use Second Life® to:
formulate a successful business plan ´ create and maintain a virtual world presence for yourself and your business ´ generate buzz through promotions and advertisements ´ sell your products and services to a new realm of customers ´ expand relationships with colleagues and clients ´ understand Netiquette and codes of conduct for doing business in the virtual world ´ conduct meetings, conferences, and training seminars in Second Life®
Filled with proven tips and techniques, this is the one book that reveals the best ways to make money using the hottest space online.
Sue Martin Mahar is a respected resident of Second Life® and a freelance writer.
Jay Mahar is an innovative technology expert with valuable skills in 3-D building and design, marketing, social networking, web infrastructure, and project management. Jay is often the person people turn to for business building advice in both real life and Second Life®. Jay and Sue Mahar live in West Orange, New Jersey.
Advance Praise for The Unofficial Guide to Building Your Business in the Second Life® Virtual World:
“The Mahars have written a very useful guide to conducting business in an astonishing new commercial frontier. Those unfamiliar with Second Life® will find the book a gentle introduction, sprinkled with good advice, colorful examples, and fascinating people. Experienced Second Life® residents will also find it a valuable read—I have been studying businesses in Second Life® for two years, and running my own for almost as long, but I frequently found myself saying ‘I didn’t know that’ and ‘I should do that.’”
— Robert Bloomfield, Nicholas H. Noyes Professor of Management, Johnson Graduate School of Management, Cornell University; Founder, Host, and Editor-in-Chief, Metanomics
“In this sensible, easy-to-read guide, the Mahars cut through the hype and get to the point about what is realistic in the virtual world with clear explanations and examples that will help anyone better utilize and leverage Second Life®.”
— Aliza Sherman, Cybergrrl Oh in Second Life®; author of Streetwise eCommerce
“With a wide and often contradictory stream of reports, news, and opinion on what works and doesn’t work in Second Life®, it’s good to have a book that addresses conducting business in enough depth. Because of its focus, this book is a great resource.”
— Steve Nelson, EVP, Clear Ink
“A very useful guidebook about how to conduct business on the three-dimensional Internet.”
— Mark Guan, Media Relations Manager, IBM
Contents
Acknowledgments ix
Part One. About Second Life® 1
Chapter 1. Genesis of Life Online 3
Chapter 2. A Virtual Melting Pot 23
Part Two. Getting Started 41
Chapter 3. The Essentials for Creating and Maintaining Your Second Life® 43
Chapter 4. Your Virtual Real Estate 65
Chapter 5. Creating a Business Plan 81
Chapter 6. Netiquette and Codes of Conduct 103
Part Three. Virtual-World Business Values 115
Chapter 7. Commerce 117
Chapter 8. Education and Training 133
Chapter 9. Coordination and Innovation 147
Part Four. Business Strategies 161
Chapter 10. Business Relationships 163
Chapter 11. Marketing 2.0 181
Chapter 12. Selling Your Products and Services 201
Chapter 13. Networking 213
Chapter 14. Meetings 227
Chapter 15. Staffing the Metaverse 241
Part Five. What’s to Come 253
Chapter 16. The Evolving Metaverse 255
Appendix Second Life® Lingo Glossary 263
Index 265
1. Genesis of Life Online
While the idea of a functioning virtual world has been with him since he started programming
computers in the fourth grade, Philip Rosedale made the virtual world a reality
when he introduced Second Life® to the public in 2003 through his company,
Linden Lab®. Now, even with improved visual display, navigation, and increasing popularity,
Second Life® is still in its developmental years. In many ways, it’s just like
watching the Internet evolve into Web 2.0.
The Internet was initially misunderstood as being a complex tool for the hightech
niche market. But as Internet companies formed and grew, they released userfriendly
technology that opened worlds of communication possibilities and simplified
things for the masses that would soon follow. Not until computers were widely used
in offices, stores, libraries, schools, and the general marketplace did the Internet become
a common part of our culture. The general public embraced the Net as an essential
personal tool for information, for communication, for shopping, and especially
for building and marketing businesses.
Just as the Internet prompted us to think outside the box, virtual worlds—and
Second Life® in particular—will prompt innovation and creativity as you begin to
think about your busine
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