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file:///C:\Users\ADMINI~1\AppData\Local\Temp\ksohtml\wps9895.tmp.png IN THE NAME OF LOVE
以爱之名 A common gripe about online dating is that there are far too many generic messages, lazily copied and pasted and spammed to hundreds of romantic prospects. In November 2013, Zach Barnhorst, a bearded, 37-year-old clothing designer, used this strategy with a different goal. In a two-hour period, he sent an identical message to roughly 800 women he “matched” with on the dating app Tinder, encouraging them to shop at ZB Savoy Bowtie Co., his San Diego-based business. 社交网站中大量的信息过于含糊是人们普遍抱怨的问题。人们懈怠地复制和粘贴信息并且发送数给数百名对爱情充满展望的人。2013年11月，一个胡子拉碴的37岁的服装设计师，扎克·巴恩霍斯特使用这项策略完成了一个与众不同的目标。在两个小时内，他给大约800名在约会应用Tinder上“匹配”到的女性发了一封完全相同的信息， 怂恿她们在ZB萨沃伊蝴蝶结公司购物，他的这家公司位于圣地亚哥。 “Hey, check out my new bowtie company…for all your Holiday shopping for dad, brother, uncle Jimmy!” the message read. It included a direct link to an online store that sells bow ties with names like “The Blondie” (pink, with white polka dots), “The Rip Van Winkle” (gray herringbone wool) and “The Hemingway” (a skull-and crossbones print).In the days that followed his message, Barnhorst saw a 200 percent increase in unique visits to his site, leading, he said, to a modest bump in sales. “嘿，在我新开的蝴蝶结公司消费吧……为爸爸，兄弟，吉米叔叔买点节日礼物吧！”这条消息写到。消息里包含了网店的直接链接，网店里卖各式各样的蝴蝶结，名称如“金发女郎”（粉红色，带有白色的圆点图案），“沉睡的人”（灰色人字形的毛织品）和“海明威”（一个骷髅头印记）。发出这条信息后的几天里，巴恩霍斯特发现他的网站罕见地增加了200%的访问量，在销售额上创造了一个不大不小的高峰，他说道。 Barnhorst was surprised by the positive feedback he received on an app notorious for no-strings hookups. “There were only about three people who were really upset that I was trying to market on Tinder,” he says. “They thought I was being sacrilegious on this holy ground…like we need to keep Tinder pure.” 能在一个臭名昭著，不附带任何条件就能交友的应用里得到如此积极的反馈，巴恩霍斯特感到很吃惊。“对我试图在Tinder上进行交易的行为反感的，大约只有三人，”他说。“他们认为我是在亵渎圣地……需要保持Tinder存粹的交友性质。” Barnhorst is not the only one experimenting with the business potential of dating forums. Tinder’s 27-year-old co-founder, Justin Mateen, has heard of the app being used by modeling agencies as a scouting device and by party promoters to send invites en masse. Tinder allows users to quickly surf through images of local singles on their smartphones, swiping to the left for “no” and to the right for “yes, please.” (If two users “like” each other’s photos, they can proceed to a private chat.) 巴恩霍斯特并不是唯一一个在约会论坛试图发展潜在商机的人。Tinder的27岁共同创始人之一贾斯汀·马丁，已经听说这款应用正在被模特公司当作一个物色设备，被聚会发起人用于发送集体邀请。Tinder允许用户们在他们的智能手机上快速浏览当地单身人士的照片，向左滑动表示“拒绝”向右滑动代表“接受。”（如果两位用户“喜欢”彼此的照片，他们继而可以进行一次私人聊天。） “All we are doing is allowing the introduction of two people,” says Mateen, whose co-founder, Sean Rad, used the app to hire his assistant. “We don’t even consider Tinder a dating platform—it’s a connection platform.” Traditional online dating sites have also seen more users job hunting, recruiting, marketing and networking. “We don’t track it, but I’ve heard it enough times to know it’s real,” says OkCupid founder Sam Yagan. OkCupid’s algorithm calculates a “match percentage” based on users’ answers to a questionnaire. (“Do spelling mistakes annoy you?"; “how often do you keep your promises?”; "STALE is to STEAL as 89475 is to…”) The answers provide a look into a user’s attitude and trustworthiness, information that is less transparent on a résumé or LinkedIn profile. According to Yagan, OkCupid also “over-indexes” on “geeks with advanced degrees,” which primes the site for recruiters. “所有我们做的是介绍两个人彼此认识，”马丁说道，和他一起创立公司的肖恩拉德，使用这个应用雇用了他的助手。“我们认为Tinder不只是一个交友平台——它是一个连接平台。”传统的约会网站也看到了更多的用户利用它来进行求职，招聘，销售和联络。“我们没有追踪这些，但是听到足够多次后，我确信这是真的，”OkCupid的创始人山姆雅冈说。基于一份调查问卷中用户的答案，OkCupid的运算系统计算出了一个“匹配百分比”。（“拼写错误会使你恼怒吗？”；“你是否经常坚守承诺？”；“STALE对比STEAL相当于89475对比……？”）这些答案提供了一个观察用户的态度，可信度，个人信息的视角，这比一份简历或人际关系档案中的信息更加透明。据雅冈所说，OkCupid也会为那些 “高学历的奇客”编上“索引”，让网站能更好地为招聘人员提供信息。 On Valentine’s Day 2010, Sue Khim, a then-23-yearold entrepreneur, signed up for OkCupid to find a right hand man. She was looking for the perfect candidate to cofound her start-up, Brilliant, an online community for the world’s smartest young students in science, technology, engineering and math. She tried it because it was free, and she could not afford Monster.com. Khim was a 97 percent match with a 23-year-old programmer, Sam Solomon, whose profile mentioned that he mentored robotics competitions— an indication, Khim thought, of leadership qualities. 2010年的情人节，休·琴，一个那时只有23岁的企业家，为了寻找一个得力的助手，注册了OkCupid。她正在寻找一个完美的候选人来共同创建她正在起步的，杰出的网络社区，这个一个面向在科学、技术、工程和数学领域里世界上最聪明的年轻学生的社区。她试着去做这些，因为这些都是免费的，除此之外，她也负担不起Monster.com的费用。琴和一个23岁的程序员有着97%的匹配度，他叫做山姆·所罗门，简历里提到了他指导过机器人比赛——琴认为，这显示了出一种领导素养。 “It was clear what motivated him,” Khim says. “He wasn’t interested in getting rich quick or having a 9-to-5 job, [which was important because] starting a company is all consuming.” “他的积极性所在显而易见，”琴说，“他对快速致富或有一个朝九晚五的工作不感兴趣，这点是非常重要的，因为创办一家公司既耗时间又耗精力。” For months, the two emailed back and forth, before successfully pitching their start-up to the incubator TechStars Chicago. Today, the company is based in San Francisco and has 15 employees. In 2012, Khim was one of Forbes’s “30 Under 30: Education.” 几个月里，两个人反复地发送电子邮件，才成功地在芝加哥孵化科技之星启动了他们的创业项目。今天，这家公司坐落于旧金山并拥有15名员工。2012年，琴成为福布斯榜中“教育界30位30岁以下”俊杰中的一员。 When Manuel Caminero, a 26-year-old art director in Sydney, was struggling to find a job, he downloaded Tinder. He swiped everyone, regardless of appearance, to the right, then asked his matches to provide him with feedback on his portfolio or job connections. “[It] would be great to have matches with people who [are] already working in the Advertising Industry,” he wrote in his Tinder bio. Caminero says his campaign connected him to people in his field from “all over the world.” 当曼纽尔卡米内罗——一位悉尼的26岁艺术总监——正在努力去寻找一份工作，他下载了Tinder。他接受了每个人，无论这个人相貌如何，然后寻求与他相匹配的人以便在他作品集或工作联系中为他提供反馈。“与已经在广告业工作的人们取得联络是非常棒的，”他在他的Tinder简历中写道。卡米内罗说他的这项活动把他和“全世界”与他领域相同的人连接了起来。 But not everyone appreciated Caminero’s selfpromotion. “One guy was super-honest with me,” he says. “I asked if he could give me some feedback about my portfolio, and he told [me], ’I am here for the sex. Bye.’” 但不是每个人都欣赏卡米内罗的自我推广。“我遇到一个非常实在的人”他说。“我询问他是否可以给我一些关于我的作品集的反馈，然后他告诉我，‘我来这里就是为了约炮，再见。‘” “It’s sort of a labor-intensive way to market,” says Barnhorst, whose Tinder profile does not mention his bow tie business. In his photo, he poses in a newspaper-print bow tie, with his shirtsleeves rolled up to reveal a Celtic arm tattoo. Below that, his tagline simply states, “Just lookin for a sweet girl who can pull off a polka dot sundress.” “这是一种劳动密集型的交易方式，”巴恩霍斯特说，他的Tinder简介并没有提到他的蝴蝶结业务。在他的照片中，他摆出了一个报纸印刷的领结，把他的衬衣袖子卷了起来，露出了一个凯尔特语的手臂纹身。在下面，他的标语简单地写道，“正在寻找一名可以驾驭圆点太阳裙的甜美女孩。”
翻译：urban 校对： 小潮 总监 : 小潮 副总监 :攸宁 树屋字幕组-文翻组 翻译仅供学习交流，严禁用于商业用途 PDF下载：
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发表于 2014-12-12 23:32:56
