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Intrigued by the article 1-800 Flowers blooms in Second Life, I decided to stop in at This Second (202,108,26) and have a peek. I was curious how 1-800-Flowers was building their SecondLife Business Triangle. They already have a good product outside of SecondLife, and from the accounts of the author of the SLNN article they seemed to be working on good interaction and good community.

As luck would have it, I stopped by outside of the office hours - which they do have posted (but should probably have more at eye level rather than above eye level). The presence itself is simple; the build using what appears to be standard library textures and information which links to the internet. There isn't much that will excite the marketers on this sojourn, but that is probably exactly what they should be excited about. A simple presence which (hopefully) cost little to make that acts as a placeholder makes sense.
Low cost, and somewhat effective.

Using the Search button, I found 1-800-Flowers easily in both places and classifieds - a place where many have previously fallen short. The details had been addressed. That in itself is impressive.

Behind the Scenes

A quick look at the land details revealed This Second Marketing LLC as the owner - and from the group details:

This Second Marketing LLC is a marketing agency that specializes in helping brand marketers enter the vibrant, fast-growing world of Second Life. We are made up of marketing and digital media professionals who have been living "Second Lives" since before the buzz-boom over Second Life in late 2006. We approach brand marketing in Second Life from a different, and dare we say smarter, perspective than most other companies in this specialized field.
Contact us, see www.thissecondmarketing.com

I've done and still do consulting related to SecondLife, though I tend to pick and choose my projects and don't advertise it much. As a colleague, albeit a behind-the-scenes-lurking sort of colleague, I must say that Second Marketing LLC has come up with a sensible base presence for 1-800-Flowers and applaud their endeavor. There is not much I would have done differently. The trick, of course, is getting this to the next level - and the answer to that is something which they and 1-800-Flowers are polling the community for.

SLNN's headline said blooming - but I would say that this presence is still in the nursery. When it blossoms, we'll know - but right now it needs care, water, and sunlight. Media attention has given some light, but the care and community are what will make it take root if it decides to.

This presence is one to keep an eye on.