Online Dating & Web 3.0 (Part 4)

Web 3.0 formula discussion (4C, P, VS)

Here, we will take a look at the Web 3.0 aspects of online dating sites.

Context
As we mentioned earlier, Context for dating sites is becoming increasingly more focused and nichy, as sites look for different avenues to differentiate. Some popular contexts that are emerging are Seniors, Gay, Single Parents, etc.

Content
The content on most dating sites is impressive. The users can create or search profiles, read articles on dating and relationship building, profile creation, take compatibility tests, read success stories, etc.

Match.com has more than 15 million members and operates across over 240 countries and is available in 18 languages.

Make Love Happen Guarantee from Match.com, gives free 6 months membership to members who fail to find matches within six months of membership.

I liked the Mia Bella Profile Salon in Yahoo Personals, which offers step by step instructions to users to create their customized profile and tips on photo selection, blurb and headline writing, e-mail flirting, so as to give their profiles better exposure, and enhance rate of success upon engagement. I wonder, though, can you really teach someone to flirt? Isn’t it a natural talent?

eHarmony TV is another interesting feature. It displays video shots of successful cases of matchmaking on the site, where couples tell their own stories to users.

The 5-Star Safety Program in Yahoo Personals is aimed at preserving users’ privacy. It empowers users to block selected members from contacting them, and permanently exclude members from their new searches and report abuse for offensive behavior.

eHarmony Labs Relationship Check-Up contains a series of articles and quizzes that help serious couples take an insight into strengths and weaknesses of their relationship and also offers advice on improving their relationship.

These apart, online dating sites also contain articles on mutual compatibility tests, personality tests and other advice, which are helpful to users.

Community
Dating is an inherently community oriented function, and I would say, most of the big social networks were actually born out of people’s desire to find mates. As a result, the “communication” and “community” functions of dating sites are quite advanced.

AmericanSingles allows its users to flirt or chat online, send e-mails, e-cards, and hotlist them. The users can choose their favorite partners for dating and stay connected round the clock.

DateInfo, a weekly webzine under Date is a community committed to helping the members find and maintain their relationship. It is a meeting place for Date’s 8 million members worldwide, and exchange notes.

PlentyofFish has an online forum where users can send posts under various threads, rate, comment or reply to other posts.

FriendFinder has a grouping feature, which allows members to interact within closed user groups. The site also allows users to send blog posts on dating experience. This section has huge potential and most of it is under utilized. I would like to see customized groups like black American singles or forty plus single women where users can interact with like minded members.

Commerce
Most online dating sites earn revenues through subscription charges, ad revenues and online stores.

Yahoo Personals, in partnership with Snapfish allows customized photo editing for user profiles. Sites like Perfectmatch and eHarmony sell Gift certificates. By this, users can buy subscriptions for their single friends or family members and send them as gifts.

eHarmony has its own bookstore where it sells books on love, dating and relationship.

Sites like Match.com also have special online shopping offers for members.

Personalization
Personalization on most online dating sites is through the creation of personal profiles, which allow customizing the profile type with individual preferences for partners. These apart, subscribed members also get e-mail notifications for new matches, tagging, or on being added as favorite by some one online.

The members signing up with online dating sites also get newsletters and e-mails on new subscription offers or shopping coupons.

There is no personal fashion of beauty consultant, or counselor yet, which would add a whole new dimension to the dating process.

Vertical Search
Online dating sites allow users to search profiles or matches by location, religion, age, profession, activity, relationship status, sexual orientation, income, education, interest, activities, etc.

The SpeedMatching option in Match.com allows users to sign up for a quick round of phone calls with four different members at a set time, while SpeedMatching in person allows members to pick a live event in a major city in over 30 states.

And now, my head hurts, after reviewing these!

(To be Continued)

[Part 1]
[Part 2]
[Part 3]

This segment is part 4 in the series : Online Dating & Web 3.0
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