Setting up a Virtual
Presence in Second Life
What options are available?
What focus should be given?
What purpose should it serve?
What people will be attracted?
Purpose: good PR, attract the media’s
attention, make it a “conversational
Target: mostly the media
Examples: Reebok, Adidas, Starwood
“We are in Second Life”
Testing a “virtual” audience for a new/
Not always appropriate for all types of
Target: existing/future customers
Examples: American Apparel,
allegedly Victoria’s Secret
Educating the Market
Purpose: explain to the customers
how a product/service works
Target: New and existing customers
Examples: Dell, Nissan/Toyota (and
eventually Wired, MAKE)