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Summary:

Recently Forbes featured a widely-cited article (reg. req.) on marketing in Second Life that was so spectacularly incorrect, it inspired me to whip up this reference guide, as the errors there keep cropping up elsewhere. As someone who worked for Linden Lab, consults on and is […]

NBA IslandRecently Forbes featured a widely-cited article (reg. req.) on marketing in Second Life that was so spectacularly incorrect, it inspired me to whip up this reference guide, as the errors there keep cropping up elsewhere. As someone who worked for Linden Lab, consults on and is writing a book about Second Life, I have an obvious personal and professional interest in the topic. But what follows isn’t metaverse boosterism; it may very well be that Second Life is over-hyped or ill-conceived for business purposes. Even if so, however, it’s not due to the five provably bogus claims.

Myth 1: Second Life is Huge– or Second Life is Small

IBM Island in SLThese are two misapprehensions based on the same mistake: not carefully checking the very latest demographic figures. Reporters continue citing the “Total Residents” (currently 7.9 million) listed on the homepage as if they’re active unique users. But that number includes defunct and secondary accounts, among other detritus. Alternately, some reporters glance at the front page’s “Online Now” stat– currently around 40-48,000 at peak times– and assume that’s a more accurate tally of total active users. (Forbes’ article manages to make both errors, with out-of-date statistics, no less.) A better reference is posted monthly by the company’s demographer on their blog, and includes an industry standard of unique monthly active users. As of June, that number was closer to 500,000: about medium-sized for an online world.

Myth 2: Nobody visits SL Marketing Sites

While it’s true that “homegrown” content generates far more enthusiasm, traffic to the top real world promotional sites is actually competitive with other forms of Internet advertising. During June, about 400,000 Residents logged in each week. In a typical seven day span that month, according to my Second Life blog’s demographer, the five most popular locales generated anywhere from roughly 1200 to 10,000 visits. (The top ten earned over total 40,000 visits.) Therefore, each of the top five sites garnered a .8 to 2% visit rate. Typical click through for a traditional banner ad on the Web is generally estimated at .5 to 1%. (And that’s not even counting T-Mobile, which is actually paying SL users to visit their popular island party spot.)

Myth 3: Real World Advertisers are Linden Lab’s Main Revenue Source

Not by a long shot. About a hundred real world for-profit companies maintain an SL island, most for marketing purposes; some own several islands, so let’s be generous and estimate 500 advertising-related islands. By last month, however, Linden had sold 8336 islands, most to private individuals. So corporate advertising is roughly 6 percent of the existing isles– hardly a central cash flow. (That’s not even counting the vast acreage of Linden-controlled continents, which have little or no corporate leaseholders.)

Myth 4: Corporate Sites are Helpless in the face of Protesters and Sabotage

Much as a conflict between idealists and exploitative capitalists in the metaverse would be an exciting story, that hasn’t observably happened to mass effect since 2004, when the world was vastly smaller. Lacking evidence of such a clash, mainstream journalists latch onto reports that corporate sites were recently attacked by something called “the Second Life Liberation Army”– without realizing that the erstwhile “army” was largely just a whimsical roleplaying group of around a hundred members, not anti-corporate per se, and most of all, not causing any permanent damage.

Related to this, most “sabotage”, such as it is, involves impermanent special effects which could have been prevented entirely, had the landowners used the available land management controls which regulate unauthorized content creation on their property. (That includes notorious cases like flying penises besieging CNET’s office, or the defacing of Senator Edwards’ unofficial SL campaign HQ.) Some reporters miss this detail. That’s like a real world shopkeeper leaving his store unwatched and unlocked with the alarm disabled, then after the place gets trashed and looted overnight, subsequent news reports blame his landlord. Sometimes sabotage is even asserted where there is none– as with widely disseminated reports of a “nuke” that supposedly destroyed Australia’s ABC island– which later turned out to be a non-malign server crash.

Myth 5: It’s Mostly a Sex Haven Full of Weirdos

Another myth that persists despite dearth of evidence. (But then, that didn’t stop people from claiming the exact same thing about the wider Internet, during its first commercial rise.) In terms of land mass, Linden Lab reports that just 18% of the world has been designated to have “Mature” content; explicit sexual activity is relegated to a subset of that percentage.

As for “weirdo”, if the Web has taught us anything, that’s a vastly subjective term. Most of the animus in SL’s case, however, is directed against “furries”, Residents who roleplay as anthropomorphic cartoon characters. According to internal estimates by a veteran leader of the community, however, the SL furry population is now about 30,000– just 6% of the current active user base, or 1.6% of those who’ve been in-world over the last two months. Oddly enough, this particular myth is mostly promulgated by gamers and the gaming press. Which I have to say, is a distinctly ironic kind of geek bigotry. (i.e., “Furries are creepy– unlike me, I’m a level 34 Night Elf Druid.”)

Again, none of this is to say Second Life is the most ideal virtual world platform for business, certainly not for all purposes. For one thing, it’s not anywhere near the largest online world to allow outside marketing (the kid-oriented Habbo Hotel and Gaia Online, to name just two, are larger.) And Time Magazine’s recent diss of SL, for example, is mostly fair (if arguably short-sighted.) Ultimately, my real bias is against careless reporting from respected publications which consider Second Life worthy of coverage– but somehow, don’t feel obliged to apply traditional standards of accuracy, when doing so.

Update, 7/16: The Los Angeles Times, by the way, just rehashed 4 out of 5 of the above myths.

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  1. Right now, in the middle of a (summer) work day, 107,608 people are playing Half-Life & mods based on that 9-year-old game. 86,613 are playing Half-Life 2 and mods. See http://archive.gamespy.com/stats/

    The future of mass online gaming may not look anything like Second Life. As John Carmack predicted a decade ago, it may just be people with game engines on their PCs interacting remotely.

  2. I have spent a bit of time in Second Life and personally I wasn’t that impressed. I think they are heading in the right direction it just needs a lot more work. If I was a business I certainly wouldn’t be investing heavily in a Second Life prescence (at least not just yet).

  3. “Furries are creepy– unlike me, I’m a level 34 Night Elf Druid.”

    ahhahahahahahahah Hamlet wins the internet today.

  4. I love the whole concept of Second Life and the ideas and possibilities that it brings about, being (or trying to be) so much more than a game.
    It fascinates me to no end.
    I love the internet.

  5. Dan Blank: Publishing, Innovation & the Web » Blog Archive » Second Life: Business Friendly? Thursday, July 12, 2007

    [...] all of the hype around the business prospects in Second Life, Wagner James Au looks at 5 myths about the [...]

  6. Setting Web priorities… Save Second Life for later and Start Blogging Now « Oatmeal Stout – Justin Thorp’s Web 2.0 blog Thursday, July 12, 2007

    [...] person could have multiple accounts. (I do.) This includes accounts that are no longer activated. Wagner James Au points out that it’d be better to look at the latest peak concurrent usage, which is around 45,000, or [...]

  7. Linkage « NIMB Thursday, July 12, 2007

    [...] debugging 5 biz myths about second life [...]

  8. Jesse Kopelman Thursday, July 12, 2007

    “Mostly a Sex Haven Full of Weirdos”

    Isn’t this the virtual world that we all wish someone would actually create . . ?

  9. Debunking Second Life Business Myths « The Grid Live Friday, July 13, 2007

    [...] Business Myths Just finished reading this good post over on GigaOm by Wagner James Au called Debunking 5 Business Myths about Second Life, where he, being a former Linden Lab employee and soon to be published author on the subject, [...]

  10. Nerd 3.0 » Debunking myths about business in Second Life Friday, July 13, 2007

    [...] Second Life blogger Wagner James Au has written a concise piece on the myths surrounding doing business / marketing in Second [...]

  11. Yes, damn those mean old gamers and their prejudices against people who want to have sex with animals.

  12. “Ultimately, my real bias is against careless reporting from respected publications which consider Second Life worthy of coverage– but somehow, don’t feel obliged to apply traditional standards of accuracy, when doing so.”

    I wish I could find publications that make accuracy their priority, instead of story-telling. I guess accuracy doesn’t sell as well, cos people like stories.

    “Yes, damn those mean old gamers and their prejudices against people who want to have sex with animals.”

    I thought furries wanted to dress up in animal costumes and have sex with other people in animal costumes? Actually having sex with an animal is an entirely different kettle of fish, believe me.

  13. Disruptive Conversations Friday, July 13, 2007

    Wagner James Au debunks myths about SecondLife in Forbes article…

    Yesterday over on GigaOm, Wagner James Au (blogger at New World Notes and former Linden Labs employee) took Forbes to task for their “spectacularly incorrect” article about Second Life in a post “Debunking 5 Business Myths about Second Life” which

  14. I keep hearing about Second Life. I may have to actually check it out, as it’s sounding more and more like a viable… er… thing (it’s not really a game, is it?), and less like a white hot and then ice cold fad. (I’ve been waiting for the announcement declaring it dead for a while now…)

    I still don’t get it, though.

  15. I researched SL to death for my company and noticed many of these same inaccuracies. While my long term view of SL might be a little less optimistic, I do agree that the mainstream press is terribly and consistently wrong on so many levels when it comes to SL.

    I also feel that ‘Myth 2′ doesn’t make and apples to apples comparison. A destination in SL doesn’t relate to banner CTR at all.

    A more accurate way to put it is a top SL destination has an X% reach across the total SL population, like how MySpace might have a reach of Y% of the total internet population. Now, a semi-popular long-tail site might get 100K pageviews a month and still have a 0.001% reach. Apply the same ratio to SL and…you get the picture. Imagine a reach of 0.1% of 500K uniques, not a very impressive number.

  16. Marc “MSGiro Grosso” G Friday, July 13, 2007

    I love the quote from the Lenovo VP. “Nothing to do but get laid”. Geeez, what have been you doing during your adventures in SL sir? Somebody check his desk for the book on Gor. I’ve been a member of SL for over a year and I have yet to see a location where my av could have sex, because there’s enough to keep me busy elsewhere plus I prefer cheatcode porn in Grand Theft Auto. ;)

    Thanks WJA for picking up on this. The author was looking for an angle and needed some shock value to add to it. Not surprised.

    Marc

  17. sotario.com » 5 Myths of Second Life Friday, July 13, 2007

    [...] Full Article TOOT TOOT! [...]

  18. Hmm, I see Au’s frantic spinning continues. Even brushing past his ridiculous characterization of Forbes article as being “spectacularly incorrect,” his statements that the top five’s visitation rate is significant is kind of absurd. The numbers he gives for the top areas are poor even if you roll them all together by the visitation standards of a mediocre website. He goes on to compare this 1-2% of the population for a 0.5-1% click-through rate on ads. This is spurious, unless every time someone visited one of those top ten sites someone got paid (which I’m pretty sure didn’t happen).

    Then he tries to brush off as “impermanent” and “preventable” the various acts of sabotage that have happened to corporate sites — apparently ignoring things like the many grid-killing attacks, or the embarrassment caused to CNet and the Edwards campaign, among others.

    The whole “only 18% of SL is used for sex” is ludicrous. It’s like saying prisons in the US aren’t a problem since they only account for 0.0001% (or whatever) of the building space used. Take a look at the amount of people and amount of time spent in furry sex, age-play sex, BDSM, and things even stranger than that, and then see how it looks. It’s a whole lot more than 18%, that’s for sure.

    Spin spin spin. A political operative couldn’t do any better.

    The most honest statement in this article is the second one, where he says he has a personal and professional interest in making it look good. No kidding.

  19. Furries are weird and I’m not an elf druid, and 6% is still a huge percentage vs real world figures. ewww.

  20. directorblue Friday, July 13, 2007

    Uhm, sorry. I saw a demo by a Fortune 500 company about the corporate “usefulness” of Second Life. The poor chap happened to do a search for a common consumer term… and ended up on a result that displayed incredible porn on the results sidebar.

    Demo over.

  21. Wagner James Au Friday, July 13, 2007

    … and if he had simply deselected “Show Mature-rated listings” before hitting Search, none of those would have come up.

  22. Wagner, that’s the kind of “blaming the user” (like “blaming the victim”) that is just more spin. Second Lifers are famous for this. “It’s not Second Life’s prolbme, you’re just dumb.” Great way to make people feel stupid instead of fixing a dumb setting. Why isn’t “Mature listings” off by default?

  23. Economic Mip Friday, July 13, 2007

    Well Second Life deserves most of the criticism it gets, and I have certainly experienced the “blame the victim” in various ways. (“It’s not SL, its your computer”), Its your fault for getting attacked by griefers, didn’t you realize this university* is a hang out for them, and that they have every right to design a virtual furry death camp ten sims from the US Holocaust Museum, on servers we plan to move to Germany? (Explain that last example away Hamlet, I dare you).

    Sim: Woodbury University

  24. Wagner James Au Saturday, July 14, 2007

    Why isn’t “Mature listings” off by default?

    It is, actually.

  25. You forgot one: SLers are geeky, socially maladjusted, middle-aged boys living in their mom’s basement.

    First off: SL is full of women. Seriously, most of the people I hang out with in-world are women — real life females. I forget the demographics, but there’s a very high ratio of female residents.

    Second: I’ve been to a number of real world meet-ups of SLers. Sure there are lots of geeks in the house, but also artists, business-people, intellectuals, musicians and whatever.

    Its really impossible to generalize when the user base and their motivations for being in SL are so diverse. Which in the end is part of what makes marketing in SL full of so much potential IMO.

  26. interesting article, but for those looking for a cleaner/quicker SL experience, try http://www.citypixel.com which is a metaverse that doesn’t require any downloads. very fun!

  27. “Why isn’t “Mature listings” off by default?”

    It is, actually.

    OH SNAP!

  28. Will The Last Corporation Leaving Second Life Please Turn Off The Light Saturday, July 14, 2007

    [...] James Au at GigaOm has a set of figures worth looking at. In defending Second Life, Au notes that the visitor rate to corporate [...]

  29. Topic: Second Life is to online communities as the Segwey is to personal transportation.

    Discuss.

  30. Helge Städtler » Blog Archive » Second Life: 4 Stunden als besitzloser Punk im Cyberspace – Thetawelle Sunday, July 15, 2007

    [...] 15.7.2007 Die 5 größten Mythen über Second Life stellt Wagner James Au [...]

  31. tech blog » Will The Last Corporation Leaving Second Life Please Turn Off The Light Sunday, July 15, 2007

    [...] James Au at GigaOm has a set of figures worth looking at. In defending Second Life, Au notes that the visitor rate to corporate [...]

  32. Just a random blog ! Sunday, July 15, 2007

    [...] James Au at GigaOm has a set of figures worth looking at. In defending Second Life, Au notes that the visitor rate to corporate [...]

  33. Dave Fasti, MBA Sunday, July 15, 2007

    You need to revisit your spin of “Myth 2,” because it doesn’t jive with the numbers posted that you link to.

    First, you fail to differentiate between SL-created marketing enterprises and real-world businesses. Real world businesses do horrible traffic numbers in SL. Look at the numbers:

    Back in May (you know, when we weren’t experiencing the summer slowdown), companies like IBM and the Weather Channel were doing 4,000-5,000 “visits” per week (16,000 – 20,000/month). That’s a wonderful 0.03-0.04% click-through rate (based on May traffic estimates of 507,000 active avatars logged in). Yes, that’s not great.

    Keep in mind, if you’re in the bottom of this tracking top-10, you’re only doing 4-5,000 visits/month.

    There are over 100 real-world companies marketing in SL. So if you’re not even in the top 10, your rates are far, far worse (e.g., you’re getting a few hundred visits a month).

    And while it’s nice marketing spin to claim 7.9 million registrations, only 5.3 are unique (64%). That means 26% of the total registrations on SL are people registering more than one avatar and account (because, you know, it’s fun to mess with others as different people).

    In marketing, it’s all about unique user counts, not one person pretending to be 10 different avatars.

  34. David Berkowitz Sunday, July 15, 2007

    There’s a lot of great info here. As to point #5 though, I’d argue it isn’t the size of the land mass that matters – it’s how it’s used. And most of the most frequently visited sites on any given day are strip clubs and the like, followed by casinos.

  35. Myth 2 is very interesting. Where is the reference?

    http://www.weefly.com

  36. Lillie Guildenstern Sunday, July 15, 2007

    [Myth 5: It’s Mostly a Sex Haven Full of Weirdos]

    And this differs from First Life how, exactly?

  37. branding poprzez second life – Sprawny Marketing Forum Monday, July 16, 2007

    [...] Ci ktorzy wchodza do Second Life na pewno nie licza CPM, tylko licza na buzz i bycie numero uno. Jestesmy pierwsza firma z branzy x z PL, ktora jest w SecondLife… itd. etc. Ktosik tutaj wyliczyl http://www.techcrunch.com/2007/07/14…off-the-light/ , ze CPM moze skakac miedzy 20-180$, ale nie wliczyl korzysci wynikajacych z szumu dzieki SL. Temat zrobil sie modny. Warto tez tutaj kliknac: GigaOM Debunking 5 Business Myths about Second Life « [...]

  38. Dirk Singer Monday, July 16, 2007

    The whole “only 18% of SL is used for sex” is ludicrous. It’s like saying prisons in the US aren’t a problem since they only account for 0.0001% (or whatever) of the building space used. (Clear Head)

    It’s not ludicrous at all – it is completely valid when looking at where the Internet itself was ten years ago.

    Back in 1997, around 17% of net searches were porn related and the Internet wasn’t seen as a mainstream pastime (http://www.firstmonday.org/issues/issue11_9/spink/)

    Today, that proportion is under one in twenty. Similarly the most active group of Internet users today are 18-34 year old women, as opposed to men with personality disorders sitting in their basements.

    Assuming virtual worlds are here to stay (and I believe they are), a similar shift will almost certainly happen.

  39. Paragin E-learning Blog » Blog Archive » Marketeers keren zich af van Second Life Monday, July 16, 2007

    [...] enkele bedrijven die terugkijken op hun SL-avontuur. Ik kwam het op het spoor via TechCrunch en GigaOm, waarbij met name de laatste wat interessante getallen heeft voor mensen die in de marketingkant [...]

  40. Gwyneth Llewelyn Monday, July 16, 2007

    In marketing, it’s all about unique user counts, not one person pretending to be 10 different avatars.

    I’ve heard that claim so often that it becomes a trifle boring — as if marketeers have any idea from where those millions of visits, all from the very same IP address (a corporate or campus firewall/proxy), come from :)

    In fact, the number of different avatars per person is far below what “common sense” tells us; Linden Lab, who uses a combination of IP address and Ethernet MAC address to try to figure out how many users use alternate accounts, estimates that there are just a million and a half of those — or, put into other words, only one out of three users ever bothers to get a second avatar.

    So why does everybody get this feeling that everybody has “dozens of avatars”? There is actually an easy explanation: retention rate in SL is very low, around 10% or so, and 1.5 million avatars for half a million “active users” per day — so, the ratio is now reversed, ie. on average, every active user has three alternative avatars.

    Playing with numbers… just playing with numbers :)

  41. links for 2007-07-16 « toonz Monday, July 16, 2007

    [...] GigaOM Debunking 5 Business Myths about Second Life « (tags: Business Marketing analysis DW) [...]

  42. Avatrian: Our Blogs Monday, July 16, 2007

    [...] here By admin in Articles  .::. You can follow any responses to this entry through the [...]

  43. Second Life: que la última empresa apague la luz | Denken Über Monday, July 16, 2007

    [...] James Au escribe en GigaOM una nota excelente que destruye 5 mitos de Second Life que Duncan Riley continúa en TechCrunch y que yo sólo tomo los 3 que me llamaron la atención: 1- [...]

  44. “…most of the most frequently visited sites on any given day are strip clubs and the like, followed by casinos.”
    How is that different from the internet at all?

  45. I love how so many publications are doubting SL’s potential for business and barely anyone takes the time to point out that maybe the companies active in SL didn’t use the right approach for this platform

  46. Hebi Flash Blog » Petite chronique Second Life du moment Tuesday, July 17, 2007

    [...] Les billets s’étendent : les marques quitteraient Second life pour différentes raisons (notamment estivales, mine de rien) et (là aussi et on en parle aussi ici). Je vois passer des analyses assez sommaires sur cet univers virtuel, certains trop contents de pouvoir faire un gros titre : après avoir créé le buzz sur son apparition (trop d’ailleurs), on crée un autre buzz pour dire combien tout s’écroule. Certains d’ailleurs ont répondu à ces articles. [...]

  47. jasmine_Anadyr Tuesday, July 17, 2007

    The adults at play stuff is boring, why even argue about it. If it offends you the teen grid is pretty much free of it I understand.

    The business stuff is much more interesting. I spend quite a bit of time online, mostly playing, that is the point. I have business meetings at work, at home I play a bit more.

    Now I’ve been to a number of commercial sims but mostly I see write-ups of events that have already happened (IBM Tennis) and having been inworld at the time I didn’t even know it was there. I would probably have visited if I did. Reuters and the Australian Broadcasting Authority I have spent quite some time at. But when I get there you either have to interest me, or sell me something.

    How important are click through rates, if at the end you aren’t even trying to sell me something. And the marketers seem to forget I land with money (linden dollar thingys) I can use there on the spot if you impress me. Probably not much more than $80 or $90 dollars US but still money.

    I have already made the point that business needs to advertise to get in-world people to their advertisment but surely at some point you want to sell me something.

    I suspect both myself and others are willing to buy. When you have something at the end rather than just a 3D advert perhaps it will make more sense.

    Final disclaimer if you already have a place for me to come and buy real world stockings or jeans or whatever and I don’t know about it, I don’t consider it my problme.

  48. UgoTrade » Blog Archive » Serious Second Life/Real Life Integrations: Spime Wrangling For a Better Planet Wednesday, July 18, 2007

    [...] more need to explain why Second Life is definitely not a game, and write posts dubunking the spectacular inaccuracies of traditional media reports on Second Life. And, perhaps, the recent rash of uniformed negative reporting focusing on Second Life as [...]

  49. Descopera » Blog Archive » Second Life goes on Thursday, July 19, 2007

    [...] de vedere financiar. Apropo de chestia asta, un tip (care lucreaza la Linden, ce-i drept) are un post excelent vizavi de miturile care inconjoara Second [...]

  50. PR & Technology for July 20, 2007 Friday, July 20, 2007

    [...] are being abandoned.  This doesn’t, however, mean that Second Life is a bust, perhaps the opposite.  I’m a fan of Second Life and agree with Wagner James Au at GigaOm that it might not be [...]

  51. I would agree with the spirit of this article, as there are a lot of confused issues spread as gospel on SL. However often there is a naivity on the part of LL that also contributes. One of the erks I have is Search, which, sorry Wagner James Au, actually displays sex articles regardless the state of the Mature flag setting. Go Search, All tab, and simply type in ‘island’ as an example. Please tell me if you cannot see SEX somewhere in the first page results. I would be much surprised! It’s these little hiccups that keep me from introducing more corporate or private users at this time, as much as I love the creativity of the world itself.

  52. Hypatia Callisto Tuesday, July 24, 2007

    Sex in SL: happens all the time, but looking for mature places on the grid isn’t the place it’s mostly happening. Sex in virtual worlds has been going on since there’s been …well… virtual worlds! It’s as common as people have bedrooms in RL.

    So that’s where it’s happening too, in little private skyboxes and nooks all over the grid, between a pair of consenting adults who really enjoy each other, just like it always has. Big whoop. Acknowledging the fact and embracing it, then just passing it off as normal as having a bed in your house and getting on with life is the best thing.

  53. second life section » some more Second Life discussions Thursday, July 26, 2007

    [...] LINK 1 [...]

  54. Quote: “I’ve heard that claim so often that it becomes a trifle boring — as if marketeers have any idea from where those millions of visits, all from the very same IP address (a corporate or campus firewall/proxy), come from :)

    In fact, the number of different avatars per person is far below what “common sense” tells us; Linden Lab, who uses a combination of IP address and Ethernet MAC address to try to figure out how many users use alternate accounts, estimates that there are just a million and a half of those — or, put into other words, only one out of three users ever bothers to get a second avatar.”

    That’s a very intresting comment because a good friend of mine has a nice cable internet connection with a very nice firewall/NAT Router and they have 3 computers. Both he and his wife and their 17yr old daughter all have SL accounts. So does that mean that LL thinks they’re all 1 person? I hope not, because if so that’s pretty short sighted for a technology company. In order to really enjoy SL with all it’s bells and whistles you need to have a high speed connection anyways.

  55. Virtual Underworld Thursday, August 2, 2007

    Terrorists in Second Life? NO! (and other false stuff)

    Here it is folks, with Second Life getting so much press, it is inevitable that a hate piece or two would show up. But an article on The Australian website called Virtual Terrorists has got to be the most ignorant, false and lets face it unintentionally f

  56. The Zone Read » Blog Archive » links for 2007-07-13 Friday, August 3, 2007

    [...] GigaOM Debunking 5 Business Myths about Second Life « Second Life sanity… it’s been overhyped for sure, but it continues to be an interesting, mid-size social network. Here is a balanced perspective on the “myths” of SL. (tags: secondlife) [...]

  57. …My heart’s in Accra » links for 2007-08-14 Monday, August 13, 2007

    [...] GigaOM Debunking 5 Business Myths about Second Life ? Wagner James Au respond to media critique of Second Life, arguing that it’s not just furries and land scams. Good debunking of oversimplified critique of the space (tags: advertising hype journalism marketing metaverse secondlife) [...]

  58. 93South – Thoughts on New England Web 2.0 » Pay Your Parking Tickets in Second Life? Boston’s Virtual World Experiment Begins Saturday, August 18, 2007

    [...] logged in at any give time. The later is an “active weekly user” number as reported by a recent GigaOm article where “active” is defined as users who have logged in the past 7 days. The number that [...]

  59. Utopia Hidden Underground: Another Look At SL « Broken Toys Wednesday, September 19, 2007

    [...] anything online that’s come before, and I suspect that alienness – that singularity – is what inspires SL’s most fervently myopic defenders to tilt at the wheel again and again. Because in spite of the flailing newbies, crashing platform [...]

  60. Secondlfe is a great mmorpg, but the problem is the constant flaws and glitches. I can’t create a second sl account and I can’t get into my first one plus when I went on to sl my computer crashed and I had to get a new one.

  61. MMOGs make for iSociety Sunday, October 7, 2007

    [...] Places like Second Life are a different kind of social network which rely on as-real-as-damn-it social interaction, albeit Second Life has additional features, like the scope for business .. of a kind. [...]

  62. Media, Politics, and Truth in a Digital World » Blog Archive » MMOGs Friday, October 26, 2007

    [...] various games and it has spawned a massive economic industry within it (although the benefits are questionable). Before class on Wednesday, please sign up for a Second Life account (basic membership is fine) [...]

  63. Tendencias: no todo es bueno en la segunda vida at Despegar Sunday, November 18, 2007

    [...] Y para una nota que analiza los “mitos de marketing” de Second Life, se puede ver GigaOM, donde se afirma sin vueltas que “nadie visita los sitios de marketing en Second Life”. [...]

  64. Kzero » Blog Archive » What marketers learned in 2007, No 5. The media loves Second Life. The media hates Second Life Thursday, December 6, 2007

    [...] The LA Times (referenced on Techcrunch) also carried a much copied article which came under criticism for it’s inaccuracy. [...]

  65. » Expanding scope Tuesday, January 29, 2008

    [...] 10 million mark (an achievement Second Life also shares, though the active user base is said to be around 500,000). Completely anecdotal, but I can’t name a person I know that plays Second Life. I [...]

  66. MMOGs « Social Media and the Digital Disruption Friday, March 14, 2008

    [...] various games and it has spawned a massive economic industry within it (although the benefits are questionable). Before class on Wednesday, please sign up for a Second Life account (basic membership is fine) [...]

  67. Readings on MMOGs « PFB is Listening Tuesday, March 18, 2008

    [...] are either fiercely loyal to second life, or they are critical of it. Compare the article “Debunking 5 Business Myths About Second Life” to “One Year in SL–Why the Wild West is Failing.” In the first example, [...]

  68. MMOGs and Check-in « Social Media and the Digital Disruption Tuesday, June 24, 2008

    [...] various games and it has spawned a massive economic industry within it (although the benefits are questionable). Before class on Wednesday, please sign up for a Second Life account (basic membership is fine) [...]

  69. Digital media and the idiocy of the big number – News from the Herd – Blogs – Brand Republic Saturday, August 29, 2009

    [...] registered but never came back…sound familiar?   That number was so over inflated that it was easy to puncture, sparking a debate about the 'real' number of users (I gather it's currently about 750k [...]

  70. MMOGs « Social Media and the Digital Disruption Monday, October 26, 2009

    [...] games and it has spawned a massive economic industry within it (although the benefits are questionable). It’s a strange world — Mike will be spending a chunk of time on World of Warcraft in [...]

  71. MMOs « Social Media and the Digital Disruption Friday, March 19, 2010

    [...] games and it has spawned a massive economic industry within it (although the benefits are questionable). It’s a strange world — Mike will be spending a chunk of time on World of Warcraft in [...]

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