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Online Dating Insider Online Dating Summit Keynote Miami 2013


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Online Dating Insider Editor David Evans shared 2012 dating industry highlights, trends for 2013, investment updates, hot startups to watch and much more.

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Online Dating Insider Online Dating Summit Keynote Miami 2013

  1. 1. Online Dating Summit David Evans Online Dating Insider
  2. 2. Dating Circa 1966
  3. 3. Dating Startups: 2003• Buy expensive servers• Write code from scratch• Basic functionality• Stale boring profiles (still the case)• Ineffective Marketing: pop-unders!• US Revenue in 2002: $224 Million
  4. 4. Startups: 2013• Test Assumptions• Sign up for Google Adwords• Keyword popularity queries• Message Testing • 20 ads, $250 • Drive to landing page• Software, white label, Amazon cloud, API’s• $1.5 Billion revenue 2012 (guesstimate)
  5. 5. Startups 2013• • 7,600 sites worldwide, 16 million members, $75 million revenue • Dating Factory (11 million members) and others trying to catch up • Dating site software still not great
  6. 6. Third Party Tools
  7. 7. Most-searched 20121. PlentyofFish 6. Zoosk2. 7. ChristianMingle3. OkCupid 8. AdultFriendFinder4. eHarmony 9. JDate5. DateHookup 10.Singlesnet
  8. 8. Sector-Specific Growth “Recent data from comScore, an analytics firm, shows that traffic across the 10 most popular dating sites did not increase over the past year.” JENNA WORTHAM Published: August 21, 2012
  9. 9. Ouch!“To date, there is no compelling evidencethat any online dating matching algorithmactually works.”“I think people should meet potentialpartners in the flesh and blood ratherthan through online dating profiles.” Eli Finkel, associate professor of psychology at Northwestern
  10. 10. Slippery Sales Funnel
  11. 11. 2012 Highlights• Match heads towards $800 Million revenue • Stir: 800 venues,1,600 events,150,000 attendees• Cupid PLC is Spark Networks 2.0• WLD paid out over $80 million to partners• ChristianMingle $30 MILLION ad spend
  12. 12. Badoo• Paid exposure: Badoo $150 million• Owns/powers many sites • HotorNot, Hi5, Blendr, etc.• Forced everyone to add HotorNot-style photo browsing• Fake profiles?
  13. 13. Deals• Skout raises $22 million for mobile expansion• HowAboutWe raised $18.5M, 1million users• Meetic acquires Twoo for $25 million in cash• Cupid PLC Lots of acquisitions• IAC acquires DateHookup• (LikeIt) raised $500k, including from POF (several investments)• Bing Fund invests in LikeBright
  14. 14. 2012 Highlights• Social discovery: We Met Through Friends• Social exhaust: FB, Tweets, Pinterest, Spotify• Daily matches: Driving engagement• Emphasis on 6-month subscriptions• Branching Out/Couples: eHarmony, Zoosk, HAW• Oh, mobile too • In-app purchasing issues
  15. 15. 2012 Highlights• eHarmony shutters Jazzed• Airtime deflates• Adultery and adult/casual booming• Photo Likes are the new winks• Dating sites are selling your private information• Social huge in non-English speaking countries.
  16. 16. Background Checks• Here we go (again)• Match,, Spark Networks• Back-end, not consumer-facing (RelyID)
  17. 17. STOP IT! selling profiles It pisses people offNeeds consumer opt-in
  18. 18. Branching Out• eHarmony helps employers find that special someone• OkCupid: • Launching Roommate-Matching Service • Tech powers match-ups between teachers and students on • Launches People Discovery Service Tallygram • Cupid PLC launches Airbnb clone.
  19. 19. Couples & Date Plans• Zoosk signups for Couple Profiles has reached 3.3 million users in the six months since launching•• Facebook Launches Couples Pages so users can chart their relationship• Great Expectations Dating Concierge• Pair, Tokii, WeSync, Dateini
  20. 20. Couples & Date Plans
  21. 21. Couples & Date Plans
  22. 22. Social• Insanely crowded industry sector• LikeIt, Likebright, Badoo, Twoo, 25+ others• Nobody is even close to figuring it out• “Almost” better than StumbleUpon• Current startups are under-funded
  23. 23. Social is HardTriangulate: $750k seed round
  24. 24. Social Is Complicated
  25. 25. Social Getting Easier
  26. 26. Video• Long way from mainstream adoption• Rounds • $5.5 million from investors • Raising $8-$10 million more• Frimper video speed-dating FB app• VideoDate
  27. 27. Speeddate.com4 millionmonthlyvisitors
  28. 28. Boom!(ers)From PeopleMedia’s• Over the last year, the number of people 50 or older using online dating sites has grown twice as rapidly as any other age group (according to comScore)• 22.7 million Americans will turn 50 between 2010 and 2015.  That equals huge growth potential from a business perspective.• 2.5 Million members joined OurTime in the last year alone; over 4 million since the launch of the OurTime community• 200% member growth over last 2 years• 300k communications daily, 1k success stories per week• 10x size of largest competitor
  29. 29. AARP Partners With HowAboutWe
  30. 30. Mobile• Location-based social/dating apps struggle to succeed. Expensive to ramp up standalone density.• Banjo, Sonar+Foursquare, Hilight, many others.• Skout crushing it.
  31. 31. Mobile• Bolt-ons prosper (Match, POF)• Mobile is just another screen.• Evow (subscription-based POF sister site) releases mobile apps: Markus says that 4 co-op students built the Android and iPhone apps.
  32. 32. Mobile
  33. 33. POF• POF has 67.5% of time spent on all dating apps• 50% market share in terms of daily visitors for the month of November 2012 in the US.
  34. 34. • Dr. Warren is back• Housecleaning• Invested $600-$700 million on advertising since it was founded in 2000• $66.5 million in 2011
  35. 35. “Facebook is able to predict with greataccuracy the probability for two peopleexchanging casually on the network tobecome romantically involved.” Frederic Filloux, Monday Note
  36. 36. My Dating Profile
  37. 37. PredictionFacebook will release a relationshipdiscovery API to Graph Search that accessestheir internal algorithms targetingrelationship potential.
  38. 38. Big Data• Behavioral and other data will influence recommendation engines. • Social exhaust • Behavior: views, favorites, messaging, replies • Credit history, sentiment analysis
  39. 39. Big Data• Hadoop et al.• Splunk Helps SNAP Interactive Uncover Key Business Insights • Members with >2 photos get 4X messages. Women 2x response to messages about music than books.• Badoo and Actian Vectorwise• Match profiles are Facebook "objects"
  40. 40. Revenue• Old days: subscriptions only• Today • Freemium • Paid exposure • Ads (captcha, logout, magazines, bundles) • OfferPal-style offers in the rear-view • Up-sells, credits, free/cheap weekends
  41. 41. Retention• Is it really easier to re-engage stale members?• Re-marketing Messaging• Re-billing Strategies• Up-sell Strategies
  42. 42. Freemium• Enhanced search• Increased exposure• Message non-paying members• Read-receipt
  43. 43. Dating investment is getting frothyMaria Serendina - Founder, eAmore
  44. 44. $600k For Daily Matches
  45. 45. Crowdfunding• Friendlylook is seeking funds on Indiegogo.
  46. 46. Marketing
  47. 47. • Relevance shifting to social shares/activity• Link building will be de-emphasized• Art of PageRank/EdgeRank sculpting • Gaming the system while you can • Invisible Like button overlays
  48. 48. Social Marketing• OKC took survey answers, messaging habits, self-descriptions, and other statistics from OkCupids millions of members and compared that information with external data.
  49. 49. Social Marketing• First OkTrends post: 30,000 hits• Processed the messaging habits of over a million people• "Its helped us a ton in search-engine optimization and traffic"• Two million blog visitors. monthly unique visitor count has nearly doubled, to 5.5M
  50. 50. The Future• DNA + browser history + sentiment analysis + FB Search Graph + API-based matching + anti-spam + user behavior modification + rich profiles = #winning• Someone figures out meta-search• Unlocking real names on dating sites?
  51. 51. Startup Consulting• Experience working with everyone from scrappy dating startups to the Top 10• Dating Site Startup Bootcamp• Investing, M&A• Short/long consulting engagements of all kinds• Let’s talk
  52. 52. </end>David Evansdave@digicraft.comonlinedatingpost.com