Travelblather

Oh help. I need to book a summer holiday for the family (me + wife and 3 year old). I like to think I’m quite plugged into the world of online travel content, but I still find myself stuck in an endless loop of google searches and tripadvisor reviews. So it was cool to find a genuinely useful piece about holidays with babies by William Gray (a long established, excellent travel writer) on the 101 Holidays website. (Disclosure: I know Mark Hodson one of the 101 founders and William too).

There were some useful suggestions and it reminded me of the coolest, bestest family holiday hotel we have stayed at – the Almyra in Paphos. If I could find another place like that, my quest would be over (assuming we could afford it). And I wanted to share that info too – tell a few other people who might be looking just like me for this kind of a holiday! Better still I wrote it up for Takethefamily.com so I could link to my piece on there which would mean no need to write heaps in the comments.

Except there was no comments field on the post. I felt  really cheated!

I tweeted Mark Hodson to ask why. And he replied saying that they didn’t want UGC (user generated content) cluttering up ‘evergreen content’ like this. By evergreen I’m assuming he means content quite closely tied to the product that won’t change much. In real world terms, the shop window rather than the visitor’s book.

This is a classic web conundrum for me. I think web should be all about conversation and discussion and sharing your tips and ideas for great kid-friendly hotels, well that’s bound to be something lots of people would be interesting to take part in.

But does that mean that every page should offer space for readers to comment – or should  there be some spaces that are just about the brand/business setting out their stall?

I’ve not posted for a while. I got a really nice tweet from @DavidRobertHogg this week saying he wanted to read more from me. (Thank you).

The reason (apart from being busy) is frankly I’m depressed about the way things are going online. It feels like I might rant about how 'real people matter' and 'quality content counts', but the macro data suggests that actually the billions of schmucks who use the net couldn’t give a toss. For them the price-quality ratio has become totally decoupled. They expect to get stuff for free or at nominal cost and don’t think for a moment about what that means about what they are getting. It’s depressing.

The most recent example is one I came across mourning the fact that my Seville guidebook will probably never be published in print again. (Thanks Google). I was looking at Amazon and came across a Kindle-only competitor. It costs £1.02 compared with my guidebook which costs £6.74. (Admittedly my guidebook isn’t available as a Kindle book so it’s not a completely fair comparison). Guide to Seville by EUprintpresspublishing is a piece of crap – probably copied and pasted from Wikipedia and I think put through a piece of translation software. A couple of sentences from the first paragraph:

“Seville (Seville Seville in English or in Spanish) is the artistic, cultural and financial capital of Andalusia and Seville province. It is situated in a plane passing through the Guadalquivir river – sailing from Seville to the site of injection in the bay of Cadiz in the Atlantic ocean.”

What a piece of unmitigated shite.

I tweeted about it and got some amused tweets of horror back from other travel writers like @Mike_Gerrard, @mary_novakovich and @itsjamesstewart as they looked at other examples from the series and came up with:

“house-boats in Amsterdam are 'complete homes with electricity, water, gas and sewage'”

“inside the Cuba guide it refers to that well-known cook 'Chef Guevara'

Should Amazon (and others who are tech companies but pretend they are publishers like Google and Apple) engage in at least some quality control and not let people publish crap like this?

Mike suggested that ‘people would decide if these books are any good’. The Seville guide does have two 1* reviews which are pretty explicit about how bad the guides are. Like this one:

“A few pages of badly translated, half baked information. I was shocked to find that such an item was available.”

But Mike also discovered that EVERY guide has a glowing 5-star review by someone called Deni who didn't buy the book.

This then is ‘content’ online these days. The idiots who use the internet are so dumb, they buy it. And the people who publish it engage in fraudulent activity to promote it.

Is there anything we can do? Will the market ensure crap like this sinks to the bottom of the pile or will we all drown in piles of it and find it increasingly hard to discover the good stuff?

I don’t usually do PR things. But I was offered the chance to talk to Pete Ward the CEO of WAYN (Where Are You Now?) a few weeks back. I vaguely remembered this backpacker social network site from way back – long before Facebook. And, it’s still going strong with some 21 million users. Regular readers will know I am no fan of Facebook. So, how was a social media business like WAYN surviving? I was curious to find out – particularly because they were on the verge of relaunching with a completely new user experience. I found Pete engaging, thoughtful and interesting. Here’s what we talked about:

What’s WAYN’s mission? Has it changed?
Imagine you can see where your mates are on a map. That was how it started. Mainly as a result of my own backpacking experiences. Nowadays it has evolved - to help people make the most out of life. Our vision is to help people discover where to go, what do to and who to meet.

Who are your customers?
It’s a global audience of people who love to travel. But not as big a backpacker market concentration as you’d think. Our biggest demographic is 25 to 35. But our most active demographic is over 50. I think that participating in it made older people feel a bit younger – and even allowed them to be a bit voyeuristic.

What does the new site do compared to the old site?
This has been the biggest shift we’ve ever made. We are only 10% of the way. Even at 10% we’re very excited. Not just the travel website scene but the web more generally has seen the ‘Pinterestisation’ of media, the way we engage with content on line is evolving - fast. Previously we had a quite magazinesque site -  a nice shop front but not much else. But social sites like Facebook reinvented this – things like the newsfeed, the wall for accessing info and ideas are quite different… adding content from people like you – personalization and relevance and timeliness is changing the way we consume and create content. Filtering is a big thing and it's still not done very well.

Why have you made these changes?
I don’t think anyone has cracked social travel including ourselves. Trip Advisor are doing it quite well, Gogobot has nice design features but doesn’t have the scale. We’re been around a while and have an ever growing community. What has been the core ingredient? We are social in our DNA. People come to the site to connect and socialise – that is the glue for our community and that’s what makes it a sticky site.

Our realisation was that if we are going to truly become the leading travel social platform we need to rebuild from the bottom up- but we mustn’t lose the social engagement. So we took the social engagement stuff and fused it with a recommendation engine for where to go and what to do. We recognise that our users will provide some of that info, but there are other things like check ins from other social sites, content like recommendations from Time Out and expert reviews that complement the decision-making process so the wall is a great way to integrate all  those elements and then to personalise it so that it’s really relevant.

What’s your view on making people share more to access more of your services? The premium services look exactly like Badoo - a dating site – is WAYN about dating or about travelling?
Is the impulse the same? Yes from a purely social context. There’s the same human needs that drive engagement – influence – everyone wants to be seen to be influential in something… the more friends you have the better.

People are that shallow…?
[Laughs] Well, they are interested in popularity – it makes them feel good. Everyone. Even the over 50s. Think about the celebrity factor. Much as you’d like to treat these people like anyone else, you can’t help being a bit keen to be their friend. We look up to people who are better than us and want to be like them – it’s in our DNA.

That’s one side of sociability – but there’s a more generous thing. If you can encourage people to share advice and recommendations that makes them feel good about themselves.

Social in the context of travel isn’t ‘I want to meet them because they are fit’ it’s ‘I want to connect with them because I know they are influential on Paris’. So we want to algorithmically bring people who are authorities/experts to the fore – so people can endorse people they see as experts.

Could these experts be professionals rather than members? For example a brand’s social media manager?
Yes. We could say the social media manager for Visit London could be one of these experts. A tourist board can sponsor a page directly. We did a recent promotion where the Air New Zealand marketing manager was promoted as a genuine user and he used it to add content about his travels round the world and we promoted it more. It was hugely successful. Our members really engaged with it.

Do many people use the premium services?
Those who pay are 10 times more active. Less than one percent are subscribers at  the moment. But they represent nearly 10 percent of our traffic.

What’s the core revenue driver? Subscribers or advertising?
The real value is, we think, in monetisation with brands – that is the scalable opportunity. Once you have an active audience, that’s your opportunity - as long as you engage with them in a way that is relevant.

Do you agree that the moment a free service starts to focus more on monetization, the user experience deteriorates?
We’ve come full circle – you used to have to buy premium membership to interact. Then we went free and ad funded and now we are freemium. Money v traffic is the trade-off. We reckoned there is a way to get the best of both. Restrict the things that don’t stifle interaction but that are still regarded as valuable by users.

For example?
Sending messages – now you can send as many as you want. But if you receive a message you have to pay to see it. Another way to offset that is – if you don’t want to pay - do something that we value as a business... do something else to help us and we will give you access. So share WAYN with a bunch more of your friends for example - that gives us new customers.

Do you see a role for professionally written content on WAYN?
I do funnily enough – beforehand it was no. Now we are seeing the value in creating an aspirational platform which inspires people to discover new places and partnering with tourist boards has shown us that. Mostly it’s Tourist Boards that are the people who have the best content on their destination. By doing innovative social engagement campaigns with them we have found that users respond really well. So whether it will be commissioning directly from writers or more likely working with third parties like Tourist Boards I think it’s useful. There’s a place for pro-content on a social platform but it needs to be served up in a really smart way. Like say an awesome photo to get people to engage with something quick and short and then maybe dive deeper.

How is WAYN different to Trip Advisor?
We have a strong advantage over Trip Advisor. You know the 1 to 99% rule? Most people don’t add reviews only a minority do. People go to Trip Advisor much closer to the end of the booking process. What you don’t do is hang out there… it’s not like that. People’s WAYN profiles are much more rich… what people like, where they want to go, what they’d love to do… we have huge numbers of data points about people and social signal data too. You can follow a brand on WAYN as well… just like Facebook. We can break down the 350k friends of South Africa and look at the data and see… what are they looking for? We know for South Africa it’s adventure sports, then wine tasting. We got 160,000 respondents to a survey we did with South Africa. Doing more surveys with consumer brands is something we see as really interesting for our future business – everyone has an opinion and we can aggregate them really fast.

Do you see privacy as a growing issue
I’d say it’s a ‘perceived risk’ with privacy. Despite the naysayers – those same people are adding more content on themselves. Ultimately people don’t feel as protective – they accept it’s part of the process. You have to do it  to make the most of the service. The winning businesses will respect privacy and not abuse that trust. The negative impact is 10-fold… 28-fold. We aggregate data – which allows us to present more tailored offers to you. We’re going to serve you ads anyway – so might as well show you ads that. You might be interested in.

Any questions you think I should have asked and didn't?

I'm delighted to welcome Nellie Huang and her husband Alberto to Travelblather. I've wanted to get the inside story on their Wild Junket Magazine project for months. From a standing start they have already hit the 100,000 user mark which is a tremendous achievement. So... how have they done it? I asked a few questions.

How did Wild Junket Magazine start?
It started as a way to provide more value to our readers than the usual blog post or eBook. We wanted to combine our (Nellie and Alberto) skills to create a unique product that would fill a gap in the market. With Nellie's experience in travel writing and my proficiency in photography and design, it felt like the perfect option. It was also an excellent time to launch the digital magazine as there were less than ten digital travel magazines in the market then. We also did some research and found out that more than 50% of magazine readers in the US now access content through digital sources.

What are its USPs? What makes it different?
We are a new-age magazine designed for modern, social travelers who are looking for more than just quality content. With links embedded and videos soon to be included, we provide a full multimedia experience rather than just old-school magazine content. What makes us stand out from the other digital magazines is that we marry long form travel narratives with an interactive design and format.

You're personally pretty strongly associated with the Wild Junket brand (indeed some might say you ARE Wild Junket) - do you think having a real person at the centre of the project helps people connect with it more?
I (Nellie) have spent years building the WildJunket brand, and I think that with a real person behind the brand, readers feel that there's a more personal connection. They know who we are, what we stand for, and are able to relate with us and interact with us on a deeper level. Even though we are delivering a professional product here, we don't want to lose the familiarity that our readers have with us.

What's your thinking about charging people to read your content?
We believe that payment is proportional to quality of content. That is why we pay our contributors to have the best possible content for our magazine and therefore readers in turn pay for the quality content we offer. We think this is something our readers understand and appreciate. Although this system does work, we want even more people to enjoy our work, so we plan to make our magazine free and widely available for new website subscribers. The new website which is dedicated to just the magazine, will be launched at the end of the year and all newsletter subscribers will have free access to the magazine.

So does that mean you are abandoning the subscriber model?
No. Our readers generally fall into two groups: those that found our magazine through Zinio or Magzter, and those who are loyal readers of our website. Our goal is to increase our numbers for both groups of readers. We'll keep the subscription model, but our aim for 2013 is to increase advertising revenue, so we want to focus more on building our readership rather than making money from subscriptions. So, to convert even more of our website readers to magazine readers, we’ll give them free access to the magazine if they subscribe to our newsletter. This way we’ll really build up our mailing list and increase subscriber numbers. Of course we run the risk of Zinio/Magzter subscribers heading over to the website for a free subscription - but that just means we gain another website reader - which is a good thing!

You offer the magazine on multiple platforms - why?
We don't want to limit readers to just one platform. Each person enjoys content in a different way and from different sources. There are still a few platforms we would like to get on, so we are working hard to meet the goal. As a matter of fact, we didn't intend to release print versions of our issues but we decided to offer it on the print-on-demand site, Magcloud, due to a few readers' requests. It's all about what our readers want.

What have been your biggest learnings about publishing on multiple platforms?
Each platform has its own set of rules and functionality and it can be difficult to comply with everything. But once we found a common area to work from and organized ourselves properly, it was not very different from publishing on just one platform.

Which platform has been most successful for you?
Zinio has proven to be the most successful to date, allowing us to reach readers outside of our initial fan base. They are the biggest online magazine store and also the most professional, in terms of production process and organization. This is why we have made them our default subscription platform.

How do you adapt the content to work across different platforms - is it just technical or do you edit it and write it in different ways too?
It is mostly technical. We try to be as consistent as possible so that a person reading our print issue will receive the same content from his/her iPad. And since most platforms are PDF based, the technical changes are usually easy to perform.

How do you choose what kinds of features to publish each issue?
We plan our editorial calendar months in advance and we tend to plan each issue's content around a certain theme. For example, our winter issue has a focus on winter activities featuring destinations like Iceland and Finland, but we also make sure to include other non-related destinations like Cambodia and Palestine to give it variety. Starting from our Winter 2012/2013 issue, we will be publishing on a quarterly rather than bimonthly basis, which helps us to plan things better. In general, we tend to publish articles on less conventional destinations and unusual experiences: such as a yurt stay in Mongolia or learning to build an igloo in Austria.

What's in it for advertisers? Give us your best sales pitch!
By partnering up with us, advertisers can get access to over 115,000 unique readers. Each issue receives over 1,65 million unique views over a shelf life of 3 months. These readers are mainly based in the US, UK and Canada, aged 25 to 44 years old, who book all their trips online and travel at least three times a year. Our readers love adventure and special interest journeys such as wildlife safaris, mountain treks and expedition cruises.

We have worked with several global companies such as G Adventures, Viator Tours, Lattitude, and Visit Finland. They have all found advertising on our magazine an effective way of reaching their targeted clientele.

We're also proud to share that WildJunket Magazine is a finalist in the Digital Magazine Awards 2012, for both Best Travel Magazine of the Year and Magazine Launch of the Year! We are very excited and we're confident this means that our magazine is looking at a bright future.

How can people subscribe or find out more?
There are many ways to subscribe to WildJunket Magazine: directly from our iOS Newsstand app, or via Zinio and Magzter that are available for both computer and mobile devices. You can also get print copies of our issues delivered straight to your doorstep on Magcloud.

Are you interested in writers pitching ideas at you and do you pay?
We are more than happy to receive new pitches although we have already planned the editorial calendar for the next year. We pay for contributions. Anyone interested can check our guidelines here: http://www.wildjunket.com/magazine/editorial-guidelines

'Big data’ is a phrase that’s getting a lot of airplay at the moment. The basic premise is that nowadays we have the computing power at our fingertips to be able to crunch massive quantities of disparate information and use it to unearth previously unappreciated things - about people.

The US election came down ultimately to just few counties in a few swing states according to various media reports. And that’s because both parties had huge databases of information that they had gathered about voters that allowed them to predict very accurately how states and even counties would vote long before polling day. This allowed them to micromanage the campaign. Spending their resources only on the people that ‘mattered’.

On the one hand this seems really smart. It’s a bit of a holy grail for marketers this kind of stuff. To roll out the oft quoted phrase attributed to John Wanamaker. "Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Increasingly with the web and big data to help them, marketers DO know which half is wasted. (Or they think they do.)

Take this thinking to its conclusion and you can see that in politics this approach could be massively undemocratic. People who live in states which are bound to vote a particular way regardless (according to the data wonks) aren’t worth talking to at all. Leave them alone – don’t even bother to tell them anything much at all. Conversely, imagine if you just happen to live in one of the key swing state counties that the data wonks have worked out really matter – your vote is suddenly worth exponentially more than the votes of millions of people elsewhere. It would be worth moving to one of these counties just to have that kind of influence.

I’ve recently read The Filter Bubble: What The Internet Is Hiding From You by Eli Pariser and it’s just brilliant. Its basic premise is quite similar. As algorithms get better and better at knowing what you want (or what they think you want), they’ll just keep dishing that up and you’ll never see anything else. So, click on the same friend a few more times on Facebook and their updates get pushed up in your newsfeed – do that enough and it’s possible that you’ll increasingly see only the updates of same few friends that Facebook thinks ‘really’ matter to you at the expense of all the others. Likewise for Google. Keep searching for say information that suggests you have a bias towards voting Republican (stuff that’s pro gun ownership maybe?) and slowly the search engine will start serving up more of the same and you’ll see less and less stuff that’s more Democrat leaning (stuff that’s pro gay marriage for example). You’ll begin to be locked inside a bubble of stuff that is highly 'relevant' to you to the extent that it will shut out all conflicting points of view.

Both of these concepts are fundamentally about the ability of technology to know us better than we know ourselves or to be better at deducing subtle connections than we can ever hope to be. And maybe (maybe) it is. But is that a good thing?

You know all that stuff you stick on your Facebook page? It’s not just Facebook using it. It gets sold on to huge third party companies that use it to model and predict behaviour. They are getting better and better at it. Soon they will know that because you like Homeland you are more likely to buy one brand of soft drink over another or one car over another. Did you know that when you read a book on Kindle, Amazon is watching what you read? So you spent the afternoon reading a book of fiction which has a chapter in it featuring a car chase where the hero drives a BMW? It won’t be long before the ad you get served up next time you hit Amazon will be for… a BMW.

So… you might have guessed that I’m not a huge fan of big data. I believe the Net should be about helping us make more interesting and unexpected connections – about serendipity and about humanity ahead of technology and profit.

What has all this got to do with content then? This week a company called Percolate raised 9 million USD in series A funding. Percolate has developed a platform to help brands use social media more effectively. It uses an algorithm to suggest content ideas for social media community managers (ie the people that run a brand’s Facebook page or blog etc). This means they can spend their time producing more content that’s ‘appropriate’ more quickly.

To quote some of the stuff on their website: Percolate’s goal is to make content creation easy by prompting community managers with ideas and inspiration…  Percolate is constantly scanning for interesting areas for the brand to explore for stock content, whether that’s a long-form blog post, an infographic or a video.

Who needs research and consideration to write content? Just get an algorithm to come up with the ideas for you. But how would you feel if you were reading stuff created off the back of prompts from a piece of technology rather than by a real person?