Tag: pr

OkCupid without the explicit data?

I was reading through OKCupid’s interview on the Wall Street Journal. I highlighted a few things which got me thinking about whats wrong with OKCupid.

WSJ: Could you explain the “substance over selfies” focus?

MR. SEIDMAN: If you look at what we have seen in online dating in the past four to five years, there is a huge increase in speeding up: Let’s get people to go faster, let’s get people to spend more consideration over booking a restaurant on OpenTable tonight than choosing someone to connect with on an app.

We said, we are actually going to double down on what is fundamentally true for a large part of people dating, which is, I want to meet someone based on who they are, not what they look like. One of the ways we do that is during sign-up we take you through a minimum of 15 iconic OkCupid questions. These go through religion, culture, sex and gets to what you are like.

Our questions emulate what is happening in the real world, like a conversation you would have at a bar or dinner party.

There are a lot of people who have strongly held beliefs but no overlap, and we don’t want to waste their time. We push people into not just answering these questions but creating profiles that are more than just their photos. The real issue now is, how do we make that easy and enjoyable on a mobile phone?

We recently renamed our swiping product from Quickmatch to Doubletake, because we realized the name doesn’t support the values of our community: We don’t want people to be quick, we want them to be slow. We look at it proactively through the lens of product and marketing, so when you get to OkCupid it’s clear it’s the place for you.

Nice in theory but as I pointed out a few times, the days of when people would spend time filling in the questions; has kind of gone. Even OkCupid doesn’t really put any emphases on the questions. Instead they seem to be pushing for more implicit data collection. Which leads you to a place where swiping left and right works in favor of both parties I guess? Although I obviously have a total distaste for this mechanism.]

Ok Cupid's top bar in mid 2017

The mobile app and website are more similar but its interesting to see the questions pushed to the far right of the page now. Even the top menu now is just Browse Matches, Double Take and Purchase A-list.

So my take away thought especially with the recent changes around visitors is frankly this whole thing about creating a community around online dating, is just PR nonsense.

Reading the Cluetrain by our PR lady

Our PR lady started reading the Cluetrain Manfesto after I gave her a copy to read. She seems to be reading through it slowly but at the same time its brought up more questions that I'd expected. So I suggested to her that she should blog internally or even externally about reading through the book. So I was kinda of shocked when she agreed… And now reading the cluetrain is born.

I think its really good to see our PR lady blogging, shes quite strange in a nice way. Kind of person who would forgive you at that moment but would never forget what you did. Anyway, shes been willing to learn about the changes online markets make to PR and thats a really good thing. Please check out her blog, as she really wants comments and constructive ideas around what she reads and blogs.

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Did you get a email from Octane about BarCampLondon2?

BarCampLondon2 17th-18th Feb 2007

I just do not understand. When did Press Release mean emailing everyone who wrote about BarCampLondon in the last year?

Ben and Tom make their feelings known and rightly so I have to say.

I have little to do with the emails which went out today. Honestly if this was even mentioned to me I would said no this is certainly a very bad idea. I did agreed with BT putting out a press release. But I was under the illusion this meant emailing newspapers, magazines, etc not bloggers. Lets cut the crap, does a event which sold 100 tickets in 1.5 hours and is now holding back tickets to the public currently need even more PR? No I don't think so. You only have to whisper BarCampLondon and
people are kicking off emails asking when and where to sign-up. This is no bad thing because BarCampLondon was such a great event last time and I'm sure it will be even better this time around.

What killed me about the emails from Bethan at Octane PR was.

  1. Bethan used a Press release which I had corrected previously when BT sent it to me, Nat and Jason recently.
  2. The link to BarCampLondon2 was wrong in the emails
  3. The email addresses must have been found by searching Google or Technorati
  4. The start of the email twists the truth to sound like it comes from a trusted source
  5. The emails were sent to people who merely mentioned BarCampLondon not BarCampLondon2 (hence Ben got one although he lives in SF)
  6. Bethan must not have done much research into the event because even I got a email and I'm a bloody organizer (geez)
  7. The signature for Bethan Thomas, account manager at Octane PR is over 10 lines tall! Do they have no shame?

I do not want this to distract from the great work BT has done in opening up its building for BarCampLondon2. We really have a great space and BT were happy to offer us even more. They even had a backup venue in case we felt the BT Centre in St Pauls wasn't suitable (no idea how they could have felt that). I'm sure it will blow over in the next few days, plus everyone is talking about the BBC CBBC World at the moment to notice most of the blogs
charting the email (although I expect the number to grow by tomorrow).

My personal apologies goes out to Ben, Tom, Drew, David, Adrian, Nat, Richard, Leisa and anyone else who it went to.

I do promise to talk to BT and I'm sure they will appreciate the honest response they are getting from bloggers. Last but not least a quote from the Cluetrain.

To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community.

For those wondering about the email, look no futher here it is.

Hi Ian,

I notice that you’ve registered your interest in going along to BarCamp London this year. Just wanted to make sure you have the updated details on the event and have the registration details if you do want to go along.

Thanks,
Bethan

News Alert

January 23, 2007

BT BACKS INNOVATION BY SPONSORING BARCAMP LONDON


As part of its commitment to driving innovation in technology at every level, BT has announced it’s the lead sponsor of BarCamp London 2007.

The event, which will be held at BT Centre, London, on February 17 and 18, 2007, is the second to be held in London and is part of a worldwide programme of conferences that includes Los Angeles, Montreal and Seoul.

BarCamp London brings together the UK’s technology community to share ideas and learn about technology in an open environment. These include attendees from design, usability, marketing/PR, digital agency work and venture capital backgrounds, as well as developers and programmers.

The BarCamp rules are very clear and create an environment where there are no spectators, only participants: everyone who attends is expected to present, give a demo, lead a session or support the event in some way. This helps to get everyone involved, but also creates more of a community atmosphere. First time attendees have to make a presentation or lead a discussion.

Gavin Patterson, group managing director consumer at BT Retail said: “As a company, we’re driving innovation in the technology sector, both for businesses and consumers. BarCamp is at the heart of this and brings together some of the most talented people in the industry, creating an environment where they can share, discuss and develop the latest technology and services, which is why we’re sponsoring the latest event in London.”

If you’re interested in finding out more about BarCamp London 2007, please go to http://barcamp.org/BarCampLondon or register at http://cubicgarden.eventwax.com/barcamplondon/register

—
Bethan Thomas
Account Manager
OCTANE
A division of LEWIS – Global Public Relations
Millbank Tower, Millbank
London, SW1P 4RS

Tel: +44 (0)20 7802 2662
Mobile: +44 (0)7714 768952
Web: www.octanepr.com

PRWEEK – Top ten all-sector agency, 2005
PRWEEK – Number one in UK technology PR league, 2003, 2004, 2005

Best Companies – Michelin-rated one star accreditation, 2006
The Sunday Times – Top 100 best small companies to work for, 2005
The Holmes Report – Top Ten international consultancies, 2005 & European SABRE awards finalists, 2006
Chartered Institute of Public Relations (CIPR) Excellence finalists, 2006

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