My Virtual Life - KaticusSparrow.com

Linden Lab announces new CEO - Mark Kingdon from Organic

Cross-posted on my marketing blog ..

Wow ... via the Reuters Second Life News Center and the Second Life blog: Mark Kingdon, former CEO of Organic, is going to head up Linden Lab.

Mark will be known as "M Linden" in Second Life (yes, the Bond jokes have already started).

I am oddly hopeful as a result of this announcement.  SL has taken a beating over the last year from fickle marketers and media alike, plus they have been plagued by technology problems and resident unrest over issues like content protection and copyright.  I'm a firm believer in the power of virtual worlds; while SL is not the marketing panacea that it was made out to be - there is a place for it in some marketers toolkits and a place for other VW's in others.  I'm really excited that LL has brought on a smart, savvy marketer from a respected shop like Organic to lead them.

Well done, LL.  Congrats to Mark and the whole crew at LL.  With Mark coming on board, I'll expect great things.

Image Credit: Reuters Second Life News Center

vBusiness Central Launches Today!

The smart folks over at Clever Zebra are launching vBusiness Central (VBC) today.  VBC is a knowledge network set up to help people interested in the business value of virtual worlds get the info they need - both through live events as well as web-based knowledge sharing tools.

One of the very cool things about VBC is access to event space.  If you're a member of VBC, you'll be able to host events for free, including a 180 seat amphitheater in SL.

Oh, speaking of SL - VBC isn't just focusing on Second Life.  The idea is to gather knowledge about all virtual worlds.

The VBC's first major event is coming up - it's something I'm really looking forward to!  It's the vBusiness Expo.  The first one is starting next week, April 24 to 27.  And there are some AMAZING speakers lined up!  I've gotten the sneak peek emails :)

You can find out more about the vBusiness Expo over at Clever Zebra, or watch the teaser video below for starters.  But, in any case, if you're interested in virtual worlds from a business perspective, you should sign up for the VBC and plan to attend the inaugural VBC meet-up today at 1PM PDT in SL at Zebra Cafe.

Launched! Second Slice - Virtual World Marketing Magazine

I can't believe I forgot to mention this before I went on my honeymoon, but One Up Marketing has launched Second Slice, a new magazine for virtual world marketing.  I was asked to be a contributor to the first issue (but don't let that deter you from downloading it :).  My article (the first of 3 parts) is called Our New Competition: Indigenous Fashion Marketers in Second Life.

There are some other great pieces in it as well.  So check it out!!

Aveda opens up shop in Second Life

Hair Fair 07 is on right now and it is practically impossible to get into the sim.  I was there for a little while on Saturday night, but my machine crashed every time I tried to move.  Ugh. How was I going to get my new hair fix?

Luckily, Elika Tiramisu (one of my fav hair designers - ETD) shared some hair-related news.  She has just finished up a design project with Aveda and Aveda Institutes (Aveda's design school for aspiring hair stylists and spa technicians).  Elika has created nine new hairstyles for avatars that are being offered at Aveda's storefront (slurl) in Second Life.

I think this is another great example of collaboration between a real-world brand and a strong SL brand to create something of quality and value for the SL community.  Elika is well-known and well-respected; Aveda has made a great choice for their entry into SL.  Their build is professional and well-positioned - it's not sequestered on its own island but part of an island where there are other shops.  I took a couple of snaps of their build and the interior of the shop.  You can see them below, along with Katicus modeling one of the styles "Medium, End Flip" (which isn't really a very catchy name).   You can click for a larger version of the pic.

 

Their build is "in progress" ... only the first floor is furnished with some salon chairs (they don't function) and a series of computer screens (they also don't function - maybe in the future).  It will be interesting to see how Aveda continues their venture into SL ... will they eventually staff their shop? Elika's store is continually well-staffed, and she places a premium on customer service.   Hopefully Aveda will seek Elika's expertise not simply in hair design.

Tags: aveda, ETD, Elika Tiramisu, second life, avatar hair

Couple of interesting SL meets RL moments: L'Oreal Paris and 300 (the movie)

A couple of interesting partnerships between real world companies and Second Life companies that, I think, give back to the SL community in a positive way.

The first is a partnership between Aspire! Modeling Agency (SL Company) and L'Oreal Paris (RL Company).  Aspire! is hosting a search for the avatar to become "Miss Second Life L'Oreal Paris Glamour".  Entries are being pre-screened by Aspire! who will select the final 20.  A pageant will then be held on Aspire Island (on a L'Oreal branded catwalk) and the winner will be selected.  The winning avatar will receive a modeling contract with Aspire and the avatar's typist will receive a year's supply of L'Oreal cosmetics.

The deadline for the initial submissions has passed; the finalist pageant will be held on March 31, 2007.

I like this promo for a couple of reasons.  First, a partnership between strong SL and RL brands.  Aspire is the best known modeling agency in SL (if you don't think that avatars take their fashion very seriously, you are mistaken).  Aspire has a lot to bring to the table.  It's a great fit for L'Oreal who doesn't have to make their own island, try to have people take them seriously and figure out how to deal with some of the mechanics of SL.  They can concentrate what they are good at .. cosmetics and fashion.  Modeling jobs are hard to get, so its a great opportunity for avatars.  And the SL fashion community will get a great show on March 31!  Keep up to date on this contest over at the Aspire! blog.

The second promotion is in conjunction with the release of the movie 300. Adam n Eve, a UK firm specialising in SL avatar, skin, hair and fashion, have created avatars for the stars of the movies who participated in a live chat event in SL.  They also created free Spartan costumes for male and female avatars that can be picked up over in the Spartan build on Silverscreen island.

This promo is a really good fit with the SL community.  First, they are giving something interesting and unique to the community.  The costumes are great and the Spartan build is really stunning (if you're in SL, go check it out - seach for Silverscreen).  There is a lot of opportunity for movie company's to come into SL, hire indigenous SL designers and developers, and create something really special for the community.  I hope they leave the Sparta build up - I think that's one danger, to get rid of something like that too quickly.  Or let a group of fans take it over and continue to extend it.  Talk about a great co-creation opportunity!

Brand behaviour in Second Life

I recently attending a MarketingProf's Virtual Seminar on Second Life: "Exploring the Metaverse" hosted by Greg Verdino.  As part of the Virtual Seminar, we looked on as Greg and his colleague, John Young, toured Second Life with John's avatar.  We stopped at a variety of places: indigenous communities (communities built by Second Lifers), corporate (colonial) locales, and some resident-run businesses (the full list is at the MarketingProfs blog posting).

One of the key points that Greg made during the presentation is that Second Life is a platform, not a media property.  It is designed by residents, for residents. 

If marketers want to be successful, they need to embrace that fundamental tenet -- which will require that marketers adopt different norms and different behaviours, both for themselves and for their brands, in-world.

A lesson I learned from visiting Aloft, Reebok, Nissan and American Apparel is that an effort needs to be made to find ways to make these brand spaces more popular with residents.  And to help clients promote their brands and products in way that might be considered heretical in Real Life.

A key part of any SL strategy is maintenance.  It isn't enough to buy an island, hire developers to build incredible looking buildings and furnish it with sexy furniture.  The sims need to be staffed and they need to have ways for residents to interact with the brand.  It's like opening a store in RL; you wouldn't just open it and then never return?  Same thing in SL. 

A 2D web strategy doesn't work in a 3D world.  And conventional thinking doesn't work in a world whose primary currency is imagination.

I've been touring around some of the larger, colonial properties in SL.  I'll be posting write-ups as I go along.

Image lifted from secondlife.com ... it was too perfect not to.