Up until now, few have asked hard questions about what these companies were gaining for all that effort and cash (other than any publicity hit from the announcement.) The early results from Komjuniti, as it turns out, are not encouraging: 72% of their 200 respondents [PDF file] said they were disappointed with real world company activities in Second Life; just over 40% considered these efforts a one-off not likely to last.
As bleak as these numbers may seem, it’s worth noting that they aren’t actually too far off from reactions to traditional Internet advertising.
For example, four years after Net-based advertising had reached full fury, Yankelovich Parterns conducted a 2004 study and found that 60% of consumers had a significantly more negative opinion of marketing and advertising on the Web now than a few years previous, while 65% described themselves as feeling constantly bombarded by ads online.
So in a relatively similar space of time, advertisers and brand promoters in Second Life have managed to annoy their potential customers only slightly more then their established brethren.
Last week, the Hamburg-based research firm Komjuniti published the first extensive survey of Resident attitudes toward real world marketing in Second Life.
It’s been a long time in coming: a British branding agency established a forward operating base in SL back in early 2004 (and for their efforts, were greeted by throngs of sign-waving protesters threatening to boycott their island.) In succeeding years, a miniature dot com boom has attracted a slew of big name companies and established brands, from MTV and Coke, to Dell, American Apparel, Coldwell Banker, among many more.
Unlike the tricks that work right out of the box (like asking Alexa science questions or for measurement conversions), the weather, traffic, and sports features work best when you’ve actively fine tuned them to you location, your specific commute, and your favorite teams.
You can access the necessary settings either by using the Alexa app for i OS or Android, or by navigating to echo.while logged into your Amazon account.
Under the new terms, Linden Lab gets the rights to do anything it wants with uploaded content. for any purpose whatsoever in all formats, on or through any media, software, formula or medium now known or hereafter developed.” And that includes the right to “sell, re-sell, sublicense, modify, display…” and “…make derivative works of.” Second Life spokesman Peter Gray sent a statement to New World Notes and Living in a Modern World saying that people who read the new terms as a content grab were mistaken.