More Buzz, More Something...

An article I read in Adweek stuck my attention concerning the lackluster of Second Life.

Constantine von Hoffman of Brandweek talks about the dissappointment of makreting that is going down in the virtual world. Businesses entering SL still have no clue what they should be doing. If I had a business, I wouldn't have the attitude of "if we build it, they will come." This notion is in no way possible for such a new media channel like SL.

While making yummy lunch today, I noticed the Web site address on the new garden hot sauce I purchased. Good for them. Now I can learn more about their other products and have their brand reinvented in my brain. If the .com was not on the label, I wouldn't have thought twice to visit them online. The same concept applies to SL islands or office headquarters--a call to action from advertising.

I am sure many businesses would lose quite a lot of customers if they didn't place the .org or .com at the bottom of ads or promotional pieces. The common body copy: "Visit us on the web! www.come-be-exposed-more.com" should be applied to Second Life "locations" as well.

Yes, not many people have Second Life packaged with their PC's or Mac's but the trend has to keep moving. Web surfers download new plug-ins or applications needed to run media all the time. I believe that is how many people aquired Acrobat Reader because of the .PDF exchange.

So, lets talk about URLs and SLURLs . Companies, big and small supply us with their URL destinations in almost every part of the consumer communication model. This is how consumers easily connect to not only the brand, but company info, news, online shopping, contact info, and financial data for investors. URL's are used and abused for infomation on companies and where many consumers or B2B prospects receive their beginning information.

SLURL's, on the other hand, provides direct teleport links to locations in Second Life. If you have Second Life installed, clicking on the map link will automatically teleport you to that location in-world. Now, this is just like clicking on a link in your email in the morning to read a news article or someone's blog (like this) but instead the link will just take you to SL location, rather the Web site.

SLURL's also provide surfers the opportunity to sign-up for Second LIfe and download the program. Aloowing the chance to give it a try, see what the hype is about.