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Table of Contents
Overview
Arguably, no industry is more relationship-oriented than online dating and social networking. Essentially, the “product” is the online customer (or website member), who is directly involved in “packaging” and virtually “delivering” personal content to another customer. For online dating, success is measured in terms of members who connect with one another in meaningful ways. As the number one online dating provider in the world, Match.com has demonstrated such success to a remarkable degree.
Challenge
When it came time to locate the perfect partner to take their business globally, Match.com selected ENLASO as the ideal language service provider. As the world’s largest romance facilitator, Match.com has established and exceeded quality and service standards on a global basis. With 30 dating sites in 18 local languages that offer millions of singles romantic possibilities across six continents, Match.com faced a daunting challenge to maintain quality and consistency.
Match.com chose ENLASO to establish an ISO 9001 certified localization model that facilitates continued success for its localized web applications. ENLASO’s long history of commitment to assisting global companies and e-businesses in establishing global brands and customer loyalty through effective website localization was a key factor in the selection. ENLASO is now Match.com’s premier website translation and localization partner.
Solution
ENLASO’s localization solutions provide Match.com with consistent, high-quality global systems for language translation and cultural customization, key ingredients of success for a worldwide social networking provider. These localization systems, tailored to online dating content, address local cultures, marketing and business practices, and regulatory compliance issues. The solution that ENLASO created for Match.com also automates change processes and manages central and local content.
Initially, ENLASO localized Match.com’s website into 16 languages: Simplified Chinese, Traditional Chinese, Czech, Danish, Dutch, Finnish, French, German, Italian, Japanese, Korean, Norwegian, Brazilian Portuguese, Castilian Spanish, Latin American Spanish, and Swedish—adding additional languages as needed.
As the global leader in online dating, Match.com’s substantial language needs challenged the very nature of an international webapplication’s cultural and linguistic requirements. The number of target languages involved compounded these challenges. Cost-effectively serving content globally, while preserving the individual ethnocentric protocols of interactive dating and romance, requires a highly specialized team. On social networking and online dating projects, language specialists must go beyond mere translation; they must also customize the cultural expressions and social relationship values associated with each target locale.
ENLASO’s team of language professionals and localization engineers in Boulder, Seattle, and the San Francisco Bay Area worked in unison with Match.com’s global team in Sydney, Australia and Dallas, Texas, as well as with individual country managers. Careful linguistic and engineering needs assessment enabled the ENLASO team to work seamlessly with a large number of geographically separated managers.
Match.com’s localization projects require the use of large volumes of multilingual text strings distributed across a wide variety of file types and language environments. Engineers used ENLASO’s proprietary suite of language technologies, including Rainbow™, Album™, and Horizon™, to cost-effectively extract translatable content, leverage prior translations, review and test localized files, and deliver translated content to localized websites.
Since Match.com’s web applications use a highly complex ColdFusion environment, ENLASO developed custom content filters to complement available technologies. Upon ENLASO’s advice, Match.com developed a simple, efficient string resource integration system that enables them to swiftly assemble localized web pages. The filters and custom string resource solutions led to robust translation memories with improved alignments across languages. Resource string content, which separates functionality and formatting from textual content, in XML format, allows Match.com to send out smaller “chunks” of text for translation more often (without incurring costly configuration management overhead). With consistent XML output, the client-vendor team cost-effectively produces more consistent translations with even faster turnarounds—all while preserving the unique linguistic and functionality elements of each language version.
Conclusion
As demonstrated by Match.com, properly executed website localization establishes local presence in new, global markets, strengthens presence in existing markets, and optimizes the infrastructure of existing multilingual communication processes. Individual in-country translation, with no quality localization model, can lead to autonomous websites that compromise the integrity of a company’s global brand. Over the long run, such ill-designed systems are incapable of supporting content management challenges, let alone supporting radical market changes that international locales present to global companies. Beyond the initial benefits of a localized website, a quality localization process, such as the one ENLASO created for Match.com, generates efficiencies in a company’s global supply chain. The quality localization model can even streamline international customer support programs and strengthen global brand messaging and awareness.
“If you’re not everywhere, you’re nowhere.” For the past five years, these words have been the mantra for driving globalization of websites. Companies fighting to maintain leadership and unique competitive advantages in global markets realize that their success is dependent on their ability to attract and build loyalty with international customers. Building such loyalty mandates that products and services—as well as all supporting marketing and business assets—accurately reflect the needs of local markets. Websites must be localized in terms of culture, language, and relationship protocol. Nowhere is this more evident than in the world of social networking and online dating.
Fundamentally, taking a global business, especially social networking, “everywhere” via web localization requires a dynamic language partner. Technical, organizational, and process standards must be established early on—from web engineering to creative writing, to marketing, to international customer support. Recognizing the importance of marketing your products and services over the Internet, ENLASO provides enterprise language solutions that generate international business and develop global brands through highly innovative localization services and language technologies.
ENLASO's Social Networking and Online Dating Localization Solutions
ENLASO specializes in providing enterprise language solutions to the social networking and online dating industry. We successfully empower global companies and e-businesses to establish global brands and customer loyalty through optimized website localization. Leading internet dating companies such as Match.com, Meetic, and others selected ENLASO to localize their websites into numerous languages.
For more information about our social networking and online dating localization solutions, please contact us directly at: phone (866-415-6820 x127) or email (Marketing@enlaso.com).
For more information on how ENLASO can assist you with all of your localization needs, please contact us at Contact@enlaso.com, call 303.516.0857 x127, or complete the quote request form.
