MyLifeBrand: Social Network Aggregator Playing Catch Up
MyLifeBrand is a new social networking convergence
service, currently in invitation-only alpha testing. This product aggregates Web 2.0
functionality, tools, creativity and a portal for converging business with user generated
content. The premise is to offer diverse services where individuals, groups and
businesses can take advantage of proximity and community. MyLifeBrand combines social
networking, common tools with social media and allows for the integration of networks
like Facebook, Bebo, Linkedin, MySpace and others. This startup dares users to
"“Take the Challenge”" and perhaps improve life, but can it catch Facebook
and others?
There is not a lot of information about MyLifeBrand's development team. Several blogs have done periphery stories about some of their promotions, but details are hard to come by. MyLifeBrand is apparently a Seattle-based company and their Founder and CEO Jeff Jani's name was mentioned in a press release via Business Wire on the 29th. The company has had several promotions, including one featuring a Kelly Clarkson community, a gamer community creation contest and a virtual town hall featuring Presidential hopeful Sen. Chris Dodd.
The Basics
MyLifeBrand offers users the basic tools for communication, content management, sharing and media storage. Creating a profile, writing a blog, using internal mail, importing friends from other sites and posting to the community wall are all simple functions. Users can also go mobile via a WAP interface and external IM is possible through a Meebo.com embed. I found no real issues with any of these standard tools, but navigating between some elements was circuitous. The profile editor of MLB is much better than that of MySpace, and has fields and functions for a wide range of input. A horde of other Web 2.0 functions from Google Maps to the upcoming MyLifeTV almost prove to be too much. The media gallery illustrated below is very good, but could use drag-and-drop capability and organizational utility.
Video Gallery illustrating my 3 video uploads
The Heart of Community
The directory list for MLB is already impressive, and for an alpha test the developers and the community have assembled some excellent content. The real value of this site is not just in its ability to import other networks, but in the special relationship between personal and business communities. The relative segregation of communities and ironic proximity to business entities is potentially a big plus for MLB. If the community can accept this proximity to for-profit sites, then a rather unique balance might be struck for advertising. A user can essentially create any kind of community - based wholly, partially or cumulatively on their other sites via a field-fill UI. Once again we are visiting a startup wholly dependent on users to generate success with the quality, number and popularity of their communities.
A business community for one of England's Premier Soccer teams
Other Features
Most Web 2.0 sites I have tested have become geometrically more innovative, intuitive and usable. MLB has a big compliment of widgets from Wikiseek for information, to YouTube for media. But compared to other sites like Zude or Second Brain, this site almost seems outdated. Users can vote on various elements, customize their communities, use a chat interface and perform a range of other tasks. However, will just having even dozens of these types of capabilities be enough? Adding video and other media, talking with friends and syndicating creative aspects is becoming the status quo in this venue. MLB is also offering rewards in the form of points that users can redeem for money or services, but unless the rewards are significant I cannot really advocate this as a marquee feature.
Profile page with functions
Conclusion
MyLifeBrand is a very new startup with some excellent possibilities. The social networking aspects and/or individual tools do differentiate the site in some aspects from MySpace, Facebook, Bebo and others.
The biggest drawback I see is that cross domain drag-and-drop and other emerging technologies may render MLB's tools obsolete. Illustrating imported communities "in frame" is also not a very popular aspect for many users and I much prefer the object oriented aggregation sites for this type of utility.
The simple insertion of social convergence and offering vague challenges to users is simply not enough in the long run. Alpha sites are always wrought with glitches and small interface problems - and MLB proved to be no worse than others in this regard. I think the big problem for MyLifeBrand will be in catching up technologically, in order to maximize their great potential for becoming a viable convergence site or aggregator. As I see it, what the developers do next and how fast they do it may be crucial to the success of MyLifeBrand.
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I really don't think these profile services will take off. I personally manage two social networks just fine... what I'd really like to see is something that would let me build a social network using the mediums I use most often - blog commenting, URL linking, and communication.
I've heard that they're building a social network for the Surviving Parents Coalition, which is a new organization made of parents whose children were kidnapped/killed that will lobby for laws, etc. I've gotten involved in that cause (technology to help find missing kids) and think it's very cool to see the organization, and non profits overall, getting more web 2.0.
This is a great review, since I think we will do some work on it.
I'm impressed with the way Facebook has opened up it's site to 3rd Party Apps + Services - so U can definitely see some convergence across all these Social Networks* Amazing too that Flickr rarely gets mentioned in these Networks even tho it has very strong Social Communities*
U've certainly provided an indepth overview Phil & i will certainly take a closer looksee*
Amazingly today i joined yet another Blogger Community - BumpZee to add to the MyBlogLog + BlogCatalog + SpicyPage + FuelMyBlog + Blog Cave groups i already belong too!!
Does MyLifeBrand aggregate those!!???
Cheers!! Billy ;))
Hi guys and Happy 4th of July from the USA.
Robert - I agree that many of these sites are going to be disappointed unless they really mind their P's and Q's. the Web is growing up in this regard. Check out Zude if you get the chance, as it can easily accommodate what you would like I think.
Patricia - Thanks, and I agree on the not-for-profit aspects. I think Web 2.0 may well be remembered more for the altruistic impact than the Google business model (the same one in existence since Paleolithic times). Some of these sites the "Beta Hounds" are reviewing have amazing capabilities.
Billy - You are always great man. I am not sure MLB can aggregate them at this point but the cross domain drag-and-drop sites can collect almost anything. I like MLB a lot but as I said in the article, it may be a case of too little too late. Thanks for the input as always Billy!
The screenshots are cool, your review, as usual, very useful to give a "general idea" but without actually testing the site I doubt I can say more.
The trouble is that, even if I get an invitation, I cannot really dedicate enough time to this community. I'm already involved in many social networks, I can hardly keep track of all. Btw. Patricia's social network for surviving parents sounds more interesting than MLB.
Yet, from a business perspective, I like the idea of personal and business communities intertwining their paths.
There is no way this site can ever be successful. This site will need to be as complex as facebook is including adapting the use of 3rd party aps(This is almost impossible if a user wants to import their face book profile)
This site will also need to be as complex as every network a user add's and if it is not, it will not be as useful as the original network.
You can tell the interface is not robust enough to deal with all the huge amounts of info that will be funneled through their site(if it ever gets to that point)
No way jose,is what I say.
Thanks for the input y'all.
I am with you MIG on the time issues. Actually, that is why I am here - to help you guys first see and then to help filter some of these things. Like you, I have little time for complexity for the sake of complexity. That is why I pointed out the lack of drag-and-drop. Though this too may run into some issues - it is still light years faster than typing or selecting services from a list etc.
The bottom line is, all these sites will eventually reach some sort of "critical mass" in that users will reach a point of diminishing returns.
Jon, I tend to agree with your assessment, but I never use never. As I said in the post - what they do next will essentially tell their story. Unless they address your concerns and others it could well be over before it gets started. I would never count an innovator out until the bell tho. :)
I am getting overwhelmed with all these choices. I too would have a hard time justifying the time to be involved in a test.
I'm not so into social networking (I hate damn MySpace), but, from the screenshots, it looks like this one could bring something fresh to the table. With Facebook and Bebo catching MySpace, and, with a supposed exponential raise in percentage for a takeover, this could be the best time for it.
I think this sounds really cool! I just signed up for an account and have begun playing around ... very cool! The more I browse, the better it's looking. The aggregation feature is cool but especially excited about how this will let me also generate some revenue for myself!
Definitely recommend that y'all check it out!
- ST