By Daniel Scalia, Collegiate Images Account Manager

The purpose behind many popular social networking sites is to build an online community through a controlled and entertaining social environment.  The original idea behind the creation of Facebook and MySpace was, and continues to be, to connect with family and friends across the world through one specific networking location.  The success of these social networking sites has led to a proliferation of other sites, and has caused many marketers and advertisers to experiment in the hopes of reaching a broad demographic audience that is using a single platform.  As these social networks continue to dominate the online marketplace, new technologies have been developed with unique ideas and additional creativity.  A new generation of social networking has been created in Second Life, where users create and develop images and personas that may or may not mirror reality.

Residents of Second Life can attend classes in virtual classrooms.  Above, a student takes a tour outside Harvard University’s Austin Hall.

Second Life is an immersive 3D virtual world that is built by its residents (users).  As its namesake suggests, the community draws a parallel path to our current “real world” environment using its innovative technology and experience.  Within the Second Life world, users are depicted as individual “avatars.” An avatar is a graphical image that represents a person on the Internet.  In Second Life, avatars are fully customizable and are designed and controlled by the resident.  The general notion is to build a parallel community and life around a resident’s avatar.  Users are drawn to the unique characteristics that can develop in an avatar through their own personal motives.  Some choose to create avatars that are analogous to reality, while others choose to create a completely different identity in this online world.  Once created, avatars are then able to communicate with one another through an online messaging service.  Before joining Second Life, the user has the option to view several pre-established communities and residents.  Second life is conceptually similar to the real world.  Avatars can build or purchase homes, have jobs, go shopping, attend concerts and watch television.  Essentially, all real world activities have a counterpart within this virtual world.

Corporate development has grown in the Second Life virtual community.  Residents can purchase retail items at stores such as American Apparel.

Supporting a strong economic base built by leadership and innovation, Second Life’s residents have been encouraged by the influx of social communities, merchandising and academics.  A typical day in Second Life can be consumed by attending classes and shopping in the local stores while chatting with friends.  With the average retention time (time spent online in the community) being more than one-hour, residents have created demand for learning and entertainment in a virtual setting.

Colleges and universities have begun to use Second Life for educational purposes.  Individual avatars are able to join live debates held by Harvard University and can sit in virtual classrooms while interacting with the professor through live messaging.  With such an interactive environment, colleges and universities have the ability to develop curriculum that can be studied by Second Life residents.  As the trend of studying abroad continues to grow, the opportunity of moving into a virtual world serves similar purpose: to interact within a different environment.  The world of Second Life brings together a community of diverse residents all with the similar goals and expectations.  Following similar teachings and practices, the residents of Second Life have presented colleges and universities with the opportunities to grow within a controlled environment.

Similar to social networks, a multitude of corporations have entered the community with anticipation of Second Life growing to mirror our current offline marketplace.  With the likes of Honda, Toyota/Scion and American Apparel setting up retail establishments in this virtual world, Second Life has become a hub of corporate development, and is seen as another untapped market.

Whether it is from a major corporation like Warner Brothers, or a major brand like Star Wars, Second Life has received substantial interest and involvement from influential players in the industry.  Each entity is finding a means of promotion and advertisement within the Second Life community.  Advertisers and sponsors are finding marketing opportunities in a controlled community spanning demographics and continents with more than 14 million residents.  Although the world is a virtual one, the dollars spent in Second Life are very real and equally significant.  The currency in Second Life is known as “Linden dollars” and fluctuates with the US dollar exchange rate.  The Second Life world has a fully-integrated economy designed to reward risk, innovation, and craftsmanship.  The Second Life real estate market provides opportunities for residents to establish their own communities and businesses.  Residents are also able to create their own virtual goods and services.  Because residents retain the IP rights of their creations, they are able to sell them at various in-world venues.  Residents who have amassed a large amount of Linden dollars are matched with residents who want to buy Linden™ dollars at the LindeX exchange (the official Linden dollar exchange), or at other unaffiliated third-party exchanges.

As consumers continue to explore the potential of Internet, the opportunities and possibilities clearly become endless.  Though the marketplace cannot predict the next technological movement, one thing is certain; the evolution technology and the opportunities for IP owners that come with it will be limitless.  After all, the best way to plan for the future is to build it. « Return to top