The Unofficial Guide to Building Your Business in the Second Life Virtual World: Marketing and Selling Your Product, Services, and Brand in-World

By Sue Martin Mahar; Jay Mahar | Go to book overview

Acknowledgments

Leading the way down an unknown path takes a measure of good instinct, intelligence, and a sense of adventure, especially if that path is a virtual one. Entering into Second Life® while it was virtually unknown has been an exciting adventure and a life lesson.

We would like to acknowledge several people who have been part of our life’s lesson, real and virtual. We would also like to thank those who have shared our enthusiasm, and cleared the path for us to share with the world what we have learned.

Without Jay’s knowledge and craftsmanship ability with technology and the market, I would not be writing these words, nor would I have the friends and opportunities I have through the virtual world. I would not have been able to create a life like this on my own. Although I still would be writing, it would not likely be on this fantastic subject. Thank you.

We both have our parents to thank. Their love and support has carried us through tough times. They are from “The Greatest Generation,” aptly named. Though they may not fully understand the span of the Metaverse, which is forming for future generations, they are proud of us for participating in something on such a grand scale. Our valiant mothers share the pride of this book enough for all our 11 siblings and their spouses, 26 nieces and nephews, and our fathers, who rest in heaven.

We spoke with several industry leaders at IBM®, such as Dr. Colin Parris, Vice President of Digital Convergence, and Grady Booch, respected IBM® Fellow and author of several software books. David Lapp also spoke with us, offering insight on IBM’s Innov8 program. Steve Prentice, of Gartner Group, generously gave his time and valued opinion. We spoke with Persis Trilling of Princeton University in Second Life®, and Dr. Larry Johnson of the New Media Consortium, as well as Susan

-ix-

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The Unofficial Guide to Building Your Business in the Second Life Virtual World: Marketing and Selling Your Product, Services, and Brand in-World
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Acknowledgments ix
  • Part 1 - About Second Life® xii
  • 1 - Genesis of Life Online 2
  • 2 - A Virtual Melting Pot 22
  • Part 2 - Getting Started 40
  • 3 - The Essentials for Creating and Maintaining Your Second Life 42
  • 4 - Your Virtual Real Estate 64
  • 5 - Creating a Business Plan 80
  • 6 - Netiquette and Codes of Conduct 102
  • Part 3 - Virtual- World Business Values 114
  • 7 - Commerce 116
  • 8 - Education and Training 132
  • 9 - Coordination and Innovation 146
  • Part 4 - Business Strategies 160
  • 10 - Business Relationships 162
  • 11 - Marketing 2.0 180
  • 12 - Selling Your Products and Services 200
  • 13 - Networking 212
  • 14 - Meetings 226
  • 15 - Staffing the Metaverse 240
  • Part 5 - What's to Come 252
  • 16 - The Evolving Metaverse 254
  • Appendix - Second Life® Lingo Glossary 263
  • Index 265
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