They came back with full notebooks; each one loaded with statistics, cramed with businesses recent experiment and summariers off all the speakers and businesses concerning the long awaited ROI measurements. Still how do they measure? How do businesses measure and figure out there leads through SL dividing the amoiunt of time by the amount of $$$.

Many said its not there yet. In one of the latest press releases from SLNNetwork, Childs Writer reported that ROI in SL is just not a traditional channel that can have defined measures. The question still remains: What do your measure to find out the company’s are successfully promoting their brands and gaining revenues/donations? (yes, non-profits are in SL, too. And they seem to be really taking off and gaining vistiors).

Writer, in-world reporter for SLNN, spoke with Reuben Steiger, the CEO of Millions of US whom stated, “One of the problems we are facing in virtual worlds is that the economy is a non-transactional media. The money exchanged will not be listed on any commodities exchange. Value creation is still very unclear.”

Right now, it seems businesses and SL are still relying on publicity and blogging to see who are receving their messages. Many corporations, such as AOL are focusing in on marketing to the avatars first. Anotherwords, the people they are marketing towards are the alter egos of the people in real-life. This makes sense for many of reasons. For one thing, at least in my conversations in-world, people are there to actually “play” or “live” their second life. Some, do not even want to be bothered with real-world conversations. It was like the person behind the keyboard was gone and was now only in the eyes of their avatar.

Does this mean marketing to them is a real waste? No, of course not. Avatars cannot think for themselves (the majority of them). Messages are still being brough to the attention of real-life consumers. I believe Second Life, is like actual life when it comes to what you put into it. If your company, creates a great headquarters or displays an extrodinary island, and you keep drawing in avatars they will come and enjoy your brand. Have events. Impress your people!

Steiger also mentioned, “ Pontiac was able to get the residents involved. People lived and built on these sims, adding value and a real sense of community. They became brand evangelist.” He knows whats up.

In quick wrap up here, it still remains that ROI is unclear and hard to be measured. At any rate, second life advertising is afforable, experimental, innovative, and you get to talk to all the smarty pants early adaptors. Untill next time…