Good article in AdAge about Second Life marketing. Nice Do's and Don'ts at the end:
DON'T BUILD A PRESENCE JUST TO BE THERE.
"When you do it for the buzz, when you force that viral marketing, that's when you go off course. Great content and great ideas will naturally be viral."
-- Joseph Jaffe, president-chief interrupter, Crayon
DO TRY TO OFFER SOME VALUE TO THE COMMUNITY OTHER THAN JUST A PRODUCT.
"This is not the kind of place where you have a salesperson avatar trying to collect leads. ... That's not correct for the culture. You have to stand back and let them explore you."
-- Mark-Hans Richer, marketing director, Pontiac
DO KEEP IT FRESH.
"You have to keep it fresh, not unlike a blog. Make it interesting. Or do something that has a limited timeframe."
-- Giff Constable, VP, Electric Sheep
DON'T EXPECT A DIRECT LINK TO SALES IN THE REAL WORLD.
"So much of our metrics aren't about sale, but they're about brand love. Brand value and brand love are our key metrics."
-- Michael Donnelly, director-global interactive marketing, Coca-Cola Co.
Read the full article here.
We created a Second Life brand manifesto that you can get from our brand wizard at our Agency in Second Life. You can also find them on page 10 of our company newsletter here.