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Monday, September 11, 2006

Eric Rice explains it all for you (Chris and Owen)

Episode two of the new “Second Life Podcast” features an interview with new-media wizard Eric Rice that makes it easy to understand why Second Life is worth paying attention to. In Rice’s view, it’s not about a “second” life at all, but just an extension of this one, along the same lines as instant messaging. Chris Clarke and Owen Lystrup in particular ought to give this a serious listen.

Meanwhile, Eric Kintz, VP of global marketing strategy and excellence for Hewlett Packard, has produced an excellent post on the need for marketers to understand the notion of “disassociative identity marketing.” Avatars in Second Life-like environments (which Kintz appropriately identifies as a social network) are just part of the picture:

In medical terms, “dissociative identity” refers to the existence in an individual of two or more distinct identities, each with its own pattern of perceiving and interacting with the environment. “Dissociative identity marketing” would refer to the relationship a brand establishes with the various personas of a consumer, from the blogging persona, to the social network persona or the gaming persona.

Finally, PRWeek is recognizing Second Life as an opportunity for communicators (subscription required).

More solid thinking about why communicators need to stop making excuses or simply dismissing these new environments where people and brands are interacting. If we can’t provide counsel on communicating with our audiences when they happen to be in these environments, somebody else will, and we will become that much less relevant to our employers and clients.

Posted by Shel on 09/11 at 12:48 PM
Marketing • Second Life • Social Networking • (8) Comments • (1) Trackbacks • Permalink
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