Yoke is a Facebook dating application that uses information from user profiles to match users with single friends and friends of friends who share common interests. It pulls data on things like age, education, interests, activities on apps like Amazon and Spotify to find compatible matches. Users can indicate interest in others by "yoking" them, and can start chatting if the interest is mutual. Friends can also introduce users or give opinions on potential matches. The application aims to provide a simpler, more social and data-driven online dating experience than other sites.

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 17
Yoke

2. What is Yoke?
Yoke is an online dating application on Facebook that pulls information
from user profiles and pairs users with single friends, and friends of
friends who share common interests.
https://apps.facebook.com/yokeapp/

3. Simple, effortless
Yoke does not complicate things with too many features or processes.
Registration is easy. Users don’t need to create a new profile; they just
need to select five photos from an album to share with potential dates.
http://mashable.com/2012/03/25/yoke-facebook-dating-app/

4. Facebook data to find common interests
The app pulls data – age, education, interests – from users Facebook
profiles to match them up with compatible profiles. The objective:
discover common interests that could lead to a real-world bond.
http://semanticweb.com , http://thetechnologycafe.com/

5. Data-driven approach
Yoke also pulls data on activities undertaken on third-party applications
like Amazon, Netflix and Spotify to set people up with direct matches
and similar tastes on the basis of movies watched, songs heard, etc.
http://twitter.com , http://techcrunch.com/2012/03/28/yoke/

6. Yoke the people you like
Users can yoke others to show interest. If the recipient is interested,
he/she can yoke back and start chatting. Yoke is integrated with
Facebook messages, so users not on the app can get an invite.
http://techcrunch.com/2012/03/28/yoke/

7. Mutual friends give vote of confidence
If users are unsure about a match, they can ask mutual friends for their
opinions. Shy users can also ask mutual friends to introduce them to
interests. A friend’s vote adds confidence to a connection.
http://peopleslab.mslgroup.com

8. Facebook as a dating platform
Yoke used Facebook to take advantage of the Open Graph for
information on potential matches, to leverage the user base, to avoid
creating a new network and to consolidate a user base from the start.
http://socialitemedia.com.au/ , https://apps.facebook.com/yokeapp/

9. Not only for dating
The app isn’t only for people looking for dates. Users who aren’t single
can find interesting people and make friendly connections. They can
also set up friends who are single and compatible with each other.
http://facebook.com

10. Drawbacks
Privacy is a concern as Facebook users personal details on their
profiles and on third-party apps are included in the search results.The
user interface is a problem too along with certain bugs and glitches.
http://mashable.com/2012/03/25/yoke-facebook-dating-app/

11. Online dating market
Online dating is a $2.1 billion business in the US, which explains the
large number of players such as OkCupid and Match. Yoke stands out
as it provides a simpler, more social and data-driven experience.
http://soulseekr.com , http://mashable.com/2012/03/25/yoke-facebook-dating-app/

12. The future
Using social media and third-party connections to source matches will
come next. Expect connections to services like Twitter, better profile
customisation, a mobile-friendly site and an iPhone app.
http://techcrunch.com , http://venturebeat.com

13. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing Storytelling: Citizenship
Mahindra Spark the Rise @MarsCuriosity #Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

14. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

15. Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.

16. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

17. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com