I wrote a bit about EMC's HR experiment in using Second Life to recruit.
But, there was an interesting application that came out of it -- one I want to explore at some future time.
Second Life Is Intriguing To Many
Yes, but is it a business tool?
One thing that's clear is that entry costs are high. Yes, the platform is basically free if you just want to hang out, but to become a proficient SL participant, you're facing a steep learning curve, as well as upgrades to your PC platform in some cases.
So if you're a classic marketer, you're basically marketing to people who have already made the investment in personal time to get proficient in SL. Nothing wrong with that, but people won't make the effort just because you invited them to some virtual event.
But the investment is a sunk cost -- once you've made the effort, continued use is basically free in terms of opportunity cost.
And that made me think.
A Key Nugget
Peter Quirk was kind enough to come to my office and explain his experiences and thoughts about the SL effort. Peter is a very bright guy, but he hadn't had enough time to process and digest the entire experience.
But he did share a few nuggets.
Part of the task was taking non-SL-proficient people (HR recruiters) and making them proficient at SL for the purpose at hand. OK, that was a real pain in the butt on several levels, but he got it done.
But, once the HR team had made the investment, they liked it a lot. They found it very natural after a while, and actually enjoyed it -- even after the novelty wore off.
Peter mentioned that they had a post-event meeting in SL, and it was brilliant. They went around the room, everybody shared their perspectives, consensus was reached, and it was great.
Now, if you're like me, you do a lot of conference calls. And they are very uncomfortable.
The interaction is stilted. You can't see what people are doing. Call quality can suffer.
Most of all, it's difficult to express yourself on a concall. At least, it's difficult for me ...
So, I'm intrigued ...
Imagine a tight, small community -- maybe a steering community -- that needs to meet frequently to just interact and share. Social cues are important in these settings.
Now, imagine EMC had the ability to ramp someone quickly into SL proficiency -- basically a service.
And we offered people a deal.
Yes, you can get on an airplane and travel for a couple of days -- or -- you can spend a few hours and get proficient at SL, and greatly reduce your business travel time.
I know what I'd choose ;)
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