Second Life: An X-rated strategic goal?

Second Life is a good example of the hype cycle effect, following the Gartner hype curve almost precisely. Sadly for Second Life, it seems the platform is now deep into the trough of disillusionment. After the initial wave of interested users signed up to find little to do besides accessorizing their avatars and a plethora of empty, decaying businesses, much of the interaction has fallen off.














It seems to me that second life needs a new idea to boost it back up toward the plateau of productivity. Luckily for us…just Wednesday afternoon PC world announced, “In a move obviously meant to attract more mainstream users to Second Life and salvage some of the realm's lost momentum, Linden Lab will soon be moving mature content to a secondary continent within the virtual world.” Thank goodness, now I have a reason to join!

Sike.

This isn’t really the boost I was thinking. Second Life needs a strategic direction that is appealing for both the individual and the corporation if it wants to survive in the long-term. I can see the potential of doing business on a rainy day in a beautiful sunny Second Life city. It could provide businesses with a large audience and users with compelling interactions and experiences, but as Scott Monty says it takes work everyday just to get corporations on board with blogs and basic social media. Perhaps this X-rated initiative will persuade some individuals back to the game, but I’m not sure adult content is going to help management make the leap.

Until Second Life gets its act together to create some meaningful content to bring users back, I’m not sure there is much incentive for mainstream organizations to invest precious resources, especially in a time like this. Personally, headed into the thick of the business world and having never found much more to Second Life than overly buff beefcakes and too many girls wearing bikinis with angel wings, I don’t think I’ll be recommending it to clients anytime soon.

User Generated Change

I have a very interesting family tree—you know those kinds with the multicolored bark that kind of looks like camouflage? Yeah, that’s me. You see, my grandfather had 4 children and then divorced my grandmother to marry an African American woman. He had another son with her and died shortly thereafter. My two grandmothers then became great friends. So, growing up I had an African American great grandmother (aptly called “Granny”) who lived to be 100 yrs old. It was only when she was in her last few years in an assisted living community near my university that I visited with her as an adult. There she sat, a shrinking, frail women and she’d tell me the most animated, amazing stories of the segregated south with lynchings during her childhood and the advent of first automobile. Perhaps the more unbelievable thing, however, was when we were finished for the afternoon, she’d go back to typing on her Mac computer and making calls on her wireless phone like it was no big deal.

So why am I telling you all of this? Well, because it shows how much people can change in a lifetime. Yes, technology is moving at an ever-quickening pace and maybe we young’ins rely a little too heavily on the internet, but Granny’s grandparents were slaves and she if she can learn to embrace the personal computer at 85, we too can find the best in web 2.0 and user generated content.

I admit, user generated content is now happening at such a rate that it can be overwhelming, but I’ve always had to do a little research or browse a few sites to find the information I was looking for. Is it a change? Yes. Are big changes easy? Not usually.

I believe people still want to read what real experts have to say, but they also like options, so being able to choose from a variety of informative voices definitely has its positives. As my middle school teacher harped, you must always consider the source. Additionally, new technology tools in the hands of experts can truly have a profound impact on the direction of social media, not to mention generate substantial revenues.

While I feel web 2.0 and 3.0 will truly make our world better, I can’t help but wonder that with all of these new technology trends and tools changing so quickly and everyone online, who is the “real expert” anymore?

Paperless Buisness Cards?

I spent almost 8 weeks last fall creating a personal business card. I even applied for a small grant from my fellowship to cover the expense. I meticulously conceptualized and designed a personal logo that now looking back at seems amazingly simple and straightforward.




I then deliberated over titles, contact information, and mindless details like paperweight, rounded corners, and plastic cards. I finally received the cards late in the fall only to have my internship issue me company cards in January! I think my family members were the only lucky recipients of my wonderful creation and they haven’t taken it out of their wallets since. Oy!

I consult for multiple organizations and since January I’ve been pushed to hand out cards like candy at my hometown alumni day parade. While I’m excited that my brand seems strong enough for people to want me to represent them, how do I go my own direction? In true consulting fashion, should different people get different cards? And to take it one step further, I question whether business cards are really a viable gauge for personal branding now that we’re all trying to go paperless and facebook has become a verb—as in “just facebook me.”

As more and more employers and colleagues become involved with various social http://www.agileapproach.com/blog-entry/poke-moderation-tips-social-networking-etiquette networks, I find myself checking LinkedIn, Facebook, and even Twitter before I head to a new client meeting. I’m assuming they are doing the same. So, with the potential for social networking profiles to eventually eliminate the traditional business card and act as a candidate contact and screening process (whether you authorize it or not); personal brand management, especially in the virtual realm, is becoming essential.

The US economy is volatile, unemployment is reaching record-breaking highs, and competition is intense. So, with so much going on, just how much time am I supposed spend focusing precious brainpower on how and when to poke, tweet, and ping my colleagues?

Word-of-web Marketing

Let’s face it, we’re not all as socially inclined as Mark Zuckerburg and conversational marketing is more often than not scattered, inefficient and painful than not. It requires more time in front of the computer screen, transparency risks, and self-exposure. Ooo, can I please be involved?

I consult for a very hip, web strategy and application development firm that is quickly becoming an industry leader in enterprise solutions on Drupal’s open source platform. Priding themselves on cutting-edge development technologies and tactics, you’d think they’d be all about web 2.0 conversational marketing, but it’s messy and involved and they’re not. After all, they are developers at heart. In the office, they sit in the dark room off the backside of the kitchen drinking Zazz. Why ever should they waste their precious made-for-coding brain energy on engaging clients in conversation online banter?

I think for small companies conversational marketing and web 2.0 technologies can be a cost effective way to expand their playing fields. If teams like this one can let go instead of trying to control the message so much and have a little fun with the network, it is likely that results and maybe even a little action will follow. A few of my own personal tips:

1. Put in the time. Yes, this means a lot of late nights typing by just the light of your translucent keys, but it’s worth it.

2. Let it be. So what if someone doesn’t like your idea or latest module, stand your ground and keep your posting.

3. Forget privacy. At least the privacy that we once knew. If you’re engaging web 2.0 marketing, get comfortable with being out there.

So with all of this exposure on the table and limitless transparency with increased internet accessibility, how ever will small cutting-edge companies stay cutting edge?

Boot Up: More Social Networking in Business

Want more interesting insights on social media? Check out my colleague's blog Butto Boot Up for more ideas on biz buzz around social media.