Reaching dispersed audiences with Second Life

Welcome to Melcrum's Social Media Newsletter

"Hyper connectedness", a "flat world"... these are terms synonymous with social media. Increasingly sophisticated and varied technology helps us to keep in touch with friends, family and colleagues far and wide. We can find information, people and expertise rapidly, and we're gradually shifting our entire lives online.

Examples of how this technology manifests itself is what this newsletter is all about, and a fantastic example this past week came from the most unlikely of organizations – Certified Practising Accountants Australia – who employed Second Life as their virtual conference tool of choice at the CPA Congress 2008.

I've previously mentioned technology companies Sun Microsystems and IBM in relation to virtual worlds, but to hear of a professional services organization using them is a significant development in their mainstream adoption.

Demonstrable value
In the recent Melcrum research report, How to communicate with hard-to-reach employees, Steve King at the Institute for the Future wrote that despite off-putting initial experiences, "a substantial number of people are more likely to use virtual worlds if they could see some demonstrable value."

That value is evident when there's an event you want to attend but the location is prohibitive - especially when financial turmoil is having an affect on budgets, climate change may be a consideration in flying from place to place, and time pressures mean flying isn't really the best use of your time anyway.

In his review of the event, participant, communication consultant and Melcrum's social media workshop facilitator, Lee Hopkins, said despite nerves and inevitable gremlins, the event was a massive success: "Even at the event itself, the interest in repeating the concept and running more presentations and events in-world was very strong."

Service – irrespective of location
Furthermore, in a comment on my post on the event, Alex Dalidakis, organizer of the CPA's Second Life adventure, said the experience was successful in bringing together colleagues from far and wide: "We've had great feedback from our members, especially those based in regional Australia and others in England and North America."

Dalidakis is also positive on the future of platforms such as Second Life:
"I'm with you on virtual worlds, I think that something like this will be able to provide our members with a high level of service irrespective of where they live in the world."

This is a ringing endorsement from someone who's own professional role is described as "finding ways for members to better engage with each other."

You can benefit too
Such an example should strike fear into the heart of those curmudgeonly skeptics who say this type of technology is a waste of time and money. If accountants are using virtual worlds effectively – saving money, carbon emissions and time – then there's no reason why your company can't benefit as well.

Best regards,

Alex Manchester
Senior Consultant
Step Two Designs
alex@steptwo.com.au

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