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June 30, 2017 | Brief
THE CHALLENGE
Business-to-business communication is an inherently difficult environment for community building. Yet in December 2006, Cisco Systems launched a campus in the virtual world of Second Life (SL) to do just that: foster a community by engaging employees, channel partners and customers on an emerging technology platform. Second Life is a virtual world built and owned by its residents. As a company committed to the changing world of work, Cisco saw the opportunity to leverage Second Life to promote the adoption of 3D immersive environments which, when combined with existing video and mobility tools, establishes what Cisco believes is a valuable new business collaboration platform.
THE INGENIOUS PROPOSAL
Cisco’s employees seized upon the mainstream media interest in Second Life to entice product managers and their executive leadership to begin incorporating virtual world events in to product launches and tradeshow exhibits. The goal was to both disseminate corporate information and to solicit immediate customer feedback. They built their virtual world presence to communicate, interact and collaborate with Cisco customers and partners in a creative and fun 3D environment with business remaining top of mind, and that’s what set Cisco’s Second Life experience apart from a web conference or alternative online meeting. Second Life supports the company vision of immersive environments as an effective business and educational tool for sharing knowledge and community building. This space allowed Cisco to develop social relationships with their customers and explore the role of networking in our daily lives, to exchange ideas about future tren
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