Big businesses are welcomed inside Second Life--but they can't approach the virtual world the same way they would the real-life high street, according to Second Life's creators.
A number of big brands have set up outposts in the virtual world, with Vodafone the latest to reveal its plans.
And although Catherine Smith, marketing director at Linden Lab, which created Second Life, told silicon.com that businesses are welcomed, she said big brands aren't vital for the success of the virtual world.
She said Linden is using a "hands-off" approach when it comes to the mix of in-world businesses, real-world brands and individual residents, and that at the moment "the concept seems to be working well".
But successful business in the virtual world is different from making it in the real world, she said.
"If you are not authentic and do not offer anything to the community, you are likely to be ignored, at best. However, those firms who commit to a long-term, creative presence in Second Life have an opportunity to interact with their community in new and innovative ways," she said.
Companies should learn about Second Life and experience it before plunging in commercially, she added.
"Keep it fresh, build the foundation and let your customers join in creating the experience, keep them involved, offer social context (discussions, parties, games, etc.), create connections to the real world--website, content uploads, social tools for connecting and sharing successes."
For companies that get it right there is the chance for tighter engagement with their customers, she said, "As both the number of Second Life residents and the amount of unique content grows, the overall experience will become increasingly rich for businesses and individuals alike."
Play video
There are currently no comments for this post.