Dude, get a life

It used to be, if life sucked, you'd have to deal with it. But no more. Nowadays, you just get a second life.

Second Life (SL) is a web service that allows users to participate in a virtual, 3-D world. Users can lease land, run businesses and build social networks, even buy combat vehicles and participate in street battles with each other. The idea is that you can do whatever you want in the SL world, with your SL membership, which you can get for free.

Most people may use this for their own entertainment, this technology/platform could profoundly affect the way business is done. CNN, Sony, Ikea and Coca-Cola (to name a few) all have a presence, and Ireland set up a “Virtual Dublin,” to promote tourism. These are only examples of commercial uses of SL.

SL has its own problems, too. Users don't always find it easy to separate their virtual life from their actual one. Ric Hooegestraat, a married man, fell in love with a woman in SL and proposed marriage. For some reason, though, his actual wife objects to finding him having virtual sex with his virtual wife, via his avatar.

That said, the technology has potential. From a planner's standpoint, it can help us gather detailed, specific and relevant information about people, and they don't even have to go through the trouble of participating in a survey. Of course, we have to remember that SL identities are based on people's fantasies about life – not their realities.

In-world advertising (advertising within SL) can also be done at a lower cost. They're going to see your ads there, just like they would in the real world.

Interesting note: If you feel reality holds you back in business, get an SL job. Last year gave SL its first millionaire – in real life. From her account, she generated over $1 million (U.S.) by converting her Linden dollars into real currency.

Meanwhile, what do you think? Could SL start disrupting foundational and stabilizing real-world relationship patterns that actually have implications for real life? If someone is allowed to become an SL rapist, for instance, will he be able to control his sick fantasy in real life, or will SL serve as an incubator? What would be the problems with gathering marketing info from SL users? What other opportunities can you think of that aren't mentioned here?

Here are the resources I used in this article:

http://secondlife.com/whatis/

http://edition.cnn.com/2007/TECH/11/12/second.life.irpt/

http://www.techcentral.ie/article.aspx?id=11501

http://www.telegraph.co.uk/connected/main.jhtml?xml=/connected/2007/11/11/sv_secondlife.xml

http://www.baltimoresun.com/technology/bal-bz.secondlife25oct25,0,1244257.story

Posted by guest author, Chris Stadler.

Comments

[Jill Hurst]

Second Life fascinates me. This is truly the futuristic “other world” that everyone imagined of Y2K. A lot of SL users think of the SL world as more “real” than their actual lives. I think that that is the true danger. A lot of people think that this world is so great that they have let it become their lives – why not if you can make it what you want, instead of life making you? But I do agree with Chris’ question that SL can serve as an incubator for activities that users may not dare to partake in real life. These activities could be positive, which would benefit the user’s real life. Or the activities could be negative (rapist situation), and be a detriment to society and the user’s life.

Regarding the use of marketing in SL, my advice would be to wait a year or so until we have seen sufficient results. The marketing has definite potential because it is inexpensive, and the users are easy to find and very engaged in the medium. I also think that advertising in SL could have a financial impact IN Second Life – meaning users might buy the product with Linden Dollars, which (possibly, I don’t even really know) could be converted to real money for the advertisers. However, I think waiting for results is important for several reasons. As Chris pointed out, the users are creating a Second Life as their fantasy world, so their opinions (or their avatars’ opinions) are not entirely accurate. Also, if this is an alt world, will the advertising even affect consumers once they leave?

[benjamin newell]

After exploring the Second Life website, I came to the (almost obvious) realization that SL is just a video game. However, I was shocked to discover the fact that SL has no boundaries or limitations. Similar to the controversial Grand Theft Auto series, SL allows users to essentially do whatever they want. The main difference is that the user is playing with other users and not a computer. From what I gathered, SL is a simulated non-democratic society run by a user-controlled avatar. It almost seems like a science experiment that shows the progression of an undemocratic society. I’m sure William Golding is secretly laughing because he knows how this ends up…

I agree that SL could be an incubator for real life activities, both beneficial and harmful. While I can understand why this may be attractive to some people because they can do things they can’t do in real life, I think it’s important to understand that it’s just a video game. The example of the wife getting angry with her husband for having sex in SL is proof that some people are unable to separate Second Life with actual life. Why jeopardize a marriage over a video game? The game, if used responsibly could be helpful in the real world; however, I would also contend that anyone confined to a computer playing a video game is not benefiting themselves anymore than if they were actually trying.

From a marketing perspective, I would wait to enter a medium like this because it’s too difficult to know exactly whom you’re targeting. For example, someone’s SL identity may be completely different from his or her real life identity. While marketers may believe they are reaching the correct people in the game, they may be missing their target in real life and isn’t that what counts?

[Emily Tormey]

Rather than discount Second Life's ability to provide accurate insight into consumer behavior because the avatars which exist within the virtual realm are based on fantasy rather than reality, I believe it is precisely that reason that makes consumer research within Second Life so valuable. Much of advertising is about appealing to people's fantasies and irrational desires – not their logical desires. In Second Life, people's secret desires are no longer secret; they are obvious. Let's pretend a supposedly conservative, middle-aged woman (okay, this is probably a stretch from the typical Second Life user, but bear with me for the sake of illustration) employs an avatar within Second Life who is an absolute man-eater: red spike heels, long voluminous hair, and a mercilessly flirtatious attitude towards men. In a focus group or interview setting, it might be impossible to find that this woman hides a desire to be like. But in Second Life, her real-world identity is preserved, and she can entertain her fantasies anonymously.
Unfortunately, it is the anonymity which is the biggest problem. How do we connect the dots from the buttoned-up mother of 2 to the lascivious redhead in the virtual world? I'm not sure, but I would venture that some creative thinking might lead to an answer. Then imagine the potential!
Advertising in Second Life also seems worthwhile to me; it's cheaper and a new frontier that has yet to become overwhelmed with advertising messages (not that I advocate newspapering the entire world, virtual or otherwise, with ads). Cleverly incorporated product placement might be the best method. I'm not a Second Life user myself, so I'm not completely familiar with how it works. But if McDonald's could set up virtual restaurants or the Michelin Man could walk down the street making friends along the way, then even more inventive advertising is possible. Personifying brands and allowing them to interact with individuals is just one way of utilizing the virtual world to increase brand awareness or influence perceptions.
If anyone has further interest in this subject, one of my colleagues in the Honors College is writing his thesis on mass communication in virtual spaces. His topic primarily explores Second Life and its potential as a new medium. For his work, he'll be keeping a blog, updated weekly, on the subject. I expect advertising will frequently appear in his work, considering the use already (as Chris noted) by such companies as Coca-Cola, Sony, and even an Irish tourism organization.

[Brandon Whitley]

I think that SL can be an effective outlet for advertising as long as the advertising isn't taking advantage of SL's users. I liken SL to social networks in that you can develop relationships without face to face interaction. I potentially view SL along with social networks(Myspace, Facebook) as being a problem in our highly internet dependent society because we are becoming too comfortable with web based interactions. I fear that it will cause everyone to lose their "people" skills.
-I believe that SL will cause run ins with the law. I think the racist example is a prime example. Getting away with being a rapist on SL feeds fuel to the fire. In today's day and age people have a difficult time deciphering fantasy from reality. I am not sure how much SL monitors its users and what the age restriction is, but I think there should be limits to what you can do/be on there.
-I agree with Chris in that people act different when they're in their "fantasy land". They are much more willing to take risks because what do they have to lose? A fake job? A virtual wife? I think there is a great opportunity to advertise on SL because advertisers can reach a diverse group of people at a low cost.

[Nick Naber]

Having a virtual life is the ultimate form of escapism, something that has become an increasingly large part of life. Technology has both brought people closer to the world, and farther removed. While communication technology has helped people stay in contact, virtual worlds take people away from real problems. So many options exist for escaping from the real world that people seem to living multiple lives. Watching TV is a good way to forget about real life for a few hours, but how much is harmful? Has escapism through technology created a generation of docile consumers who don't care about the real future? With voting percentages going down every year and more popular discussion about America's Top Model than America's real problems things don't look good.

Second Life's escapism reaches beyond living vicariously through other people via Facebook, watching movies, or even playing other video games. It is a virtual life that presents a number of opportunities for advertisers. Since this is a virtual world where every aspect of people's lives can be chosen, from looks to living spaces, aspirational brands could be a big hit. Why would you want a Ford in the garage when you can have a Ferrari? In the end it seems like this virtual world has become a microcosm for the disparity of the real world. This time the goal is to get 'virtually rich' and buy a lot of virtual material possessions that define you. Hmm, sounds familiar.

[Jennifer Johnson]

Even though I have never logged onto Second Life, I’ve heard of the game becoming very addicting very quickly. Due to the fact that the game is free, doesn’t require software to run, and only needs internet access for play, it is evident to see why such a game would attract so many users. Additionally, if one were to spend a considerable amount of time on the computer logged into their SL account, it would be no surprise that over time the individual would have a difficult time differentiating between their real life persona and SL persona. While some of us non-computer game users would have a tough time grasping this concept, I witnessed the effects that the computer game World of Warcraft (WOW) had on a close friend of mine. Some days, my friend would lock himself inside his room for hours on end to play WOW, leaving only for a quick bathroom break or a necessary meal. Pretty soon he began to incorporate WOW lingo into conversations, which made it incredibly difficult at times to interpret what he was trying to say.

Although SL would be an easy and convenient outlet for gathering market research, there are some implications involved that would lead to gathering some false information. For example, as Chris mentioned in his entry, “SL identities are based on people's fantasies about life – not their realities.” Therefore, if one wished to gather market research from SL users, a majority of the information gathered would have the potential of being false. In any online social networking site, users create a new persona for themselves. This persona is one of an individual that the user wants or aspires to be. So why would a scenario such as SL be any different? Surely, users on this site want to make the best impression as possible on other users, whether to network, gain respect, feel superior, or even find a spouse.

Another opportunity that SL could expand upon is to allow brands to play a bigger role in the game. In addition to brands being present in billboards in SL, the brands could also have the option of playing a more integral role in the game, such as a food product being sold in a SL grocery store. For some SL users, this could develop into a habitual association with the product, so that when the user is away from their computer, they would make the association between their SL persona and the specific food product when they make their next trip to the grocery store.

[Courtney Nelson]

While SL may well be a great place for advertising in this new world I think that the advertising shouldn’t be approached in the same way. Virtual Dublin is a perfect example - to show people all over the world what Dublin is like if they are at all skeptical about visiting. It is the best for tourism by far. It can be used to show how different factories work for those who want to visit the Guinness factory. Someone could even learn recipes to brew beer at home. There are many opportunities.

However, I do agree that there are problems when the line between SL and real life become blurred. I feel for the woman whose husband was basically cheating on her online. While I know this is fake there should be that understanding we had in middle school that if you are dating someone in real life you shouldn’t be dating anyone online. That is something I thought we had grown out of. Maybe that was just our generation.

I have always had some problem with virtual reality in any form. It takes you away from experiencing the world as a whole. You may thing that by visiting virtual Dublin you have visited actual Dublin. When, in fact, you still need to buy your plane ticket.

I understand that it can be a form of escapism but it only lasts for a short amount of time. This game can lead to more video game addicts and GA (gamers anonymous) rather than AA meetings. That is my main problem other than people becoming online deviants.

[Arthur McMahon]

What's all the hype about Second Life for? Every time you see somebody score a million virtual bucks on this thing it makes headlines. The media talks about Second Life sometimes like it's the most important thing to come along since the Internet. I don't buy the hype.

I've personally checked out Second Life and there is no one on it. The time when it had the most users was October 2006 and the average user only logged on for 12 minutes...a month! When Second Life reached its peak it didn't even have the user base that the media still likes to pretend it even has now. The place is littered with ads (like the real world I suppose) but who is seeing them? Companies hold events and contests in Second Life, but I remember reading in article (sorry, I can't remember where) that stated how a company held a consumer event gathering for its product on its own island and only about 5 or 6 people showed up, a couple which just popped in and popped out.

Sure, if there were enough people actually using Second Life I definitely see opportunities as far as account planning goes. It's basically a virtual real world where you could do virtually any kind of advertising you can do in the real world, plus some more crazy stuff too.

Right now though I see almost no real reason to venture to Second Life to promote a product or brand. It's essentially a huge ghost town with a handful of die hard people that make money in it.

Second Life is not worth the effort.

[V. Stephens]

I think SL could disrupt foundational and stabilizing real-world relationship patterns that actually have implications for real life. I say this based on an intense (info hell) project I did on the topic of online gaming addiction.

I spoke to a mother whose son committed suicide while playing EverQuest after having some negative events happen to him in the virtual world. I interviewed psychologists, addicted gamers and researched the findings of experts in numerous fields in this area.

The truth is no one knows the extent of this problem. It is rather like the influence of children being exposed to violence. The general consensus is that it does promote violent behavior in the real world, but the first amendment requires that restrictions be kept to a minimum.

I have been to SL workshops using it as a potential educational tool.
It has its possibilities, but there is that psychological crossover between having dual identities and multiple lives. I think if you were the least bit unbalanced it would be unhealthy. Plus what about the real world experiences that are being substituted?

However, from an advertising stand point, based on the media violence studies, if one is acting out a particular experience, such as choosing a particular product in the virtual world, it seems highly likely to me that they would mimic this in the real world.

It could be as subtle as product placement or go to creating the desire to replicate directly what is acted out in the game on a conscious choice level. Either way I think that impact and connection is made in an integrated personal level with the player.

[Molly Cathcart]

I see SL as a more customizable, involved version of the Sims, and therefore, can see it being very addictive. In your SL it is much easier to move up on the success ladder, and live out your fantasies than it is in real life, because, like Brandon said, what do you have to lose? I think SL has the potential to be extremely useful. I have heard of classes and businesses holding meetings as their SL characters rather than meeting in person. From a marketing standpoint, I would think the people who are running SL would appreciate advertising because it makes the SL world more realistic. Also, as advertisers, we are often trying to appeal to what people want to be rather than what they are. We often try to appeal to their aspirations, so in this sense, SL is extremely useful because people put their fantasy lives and aspirations on the table. Planners can see how people want to be and use that to their advantage.
The only problem with SL is that because it is very realistic, some people might have trouble distinguishing their SL from their actual lives, or may become obsessed with improving their SL to the point where they begin neglecting their actual lives. I was amazed by the example of that man having an SL wife. Is secondlife adultery considered adultery? If he spends more time with his SL lover than his actual wife, there is much need for concern. People use SL as an escape from reality, but what happens if they begin to prefer it over their reality? I also think it is sad that even in a virtual world, rape happens. That means someone in SL was so desperate to rape someone, that they had to create it in a fictional world. I think the fact that SL has gotten so big and has criminals really speaks to our society.