Comments on: Visit Britain’s on a UGC harvest

By: Clerkendweller

Clerkendweller — Wed, 01 Jul 2009 16:54:23 +0000

It would be good if VisitBritian Web 1.0 were given more attention before trying to attempt Web 2.0 - the .co.uk site is littered with old/test files: Is Britain Still Under Construction? http://www.clerkendweller.com/2009/6/30/Is-Britain-Still-Under-Construction

By: Jeremy Head

Jeremy Head — Thu, 21 May 2009 10:17:14 +0000

Hi Justin
Many thanks for your comments. James Penman's comments on this post suggest that your hunch could be right about 'local experts who want to give something back'.
I guess it's about credibility and engagement.
Clearly Visit Britain has credibility in this arena... so no problem there.
I think the trick will be finding the necessary resource your end to get that engagement. To publicise the idea to potential contributors and to work with them so they feel valued and want to contribute. Just as an example, BA's excellent Metrotwin incentivises people to contribute their favourite places in NY and London by giving them airmiles. You might not need to actually reward people in this way, but they absolutely have to feel recognised and they have to feel part of a community. (In my opinion anyway!)Make them the local VisitBritain handy advice coordinator or something and give them something in return for their contributions
Best of luck and feel very free to let me know how it's going... would be delighted to follow up post on this.
Jeremy

By: Justin Reid

Justin Reid — Thu, 21 May 2009 09:32:56 +0000

Hi Jeremy,

Thanks for blogging about our UGC platform - and I do actually agree with most of your comments, they are ones we raised when we started dabbling in the waters of our own UGC platform.

Of course we're not seeking to compare ourselves with Trip Advisor, what we are "hoping" (and I stress hope - we don't think we have all the answers)is to fill a gap in the market of UGC. TA covers the accomodation side with no comparison, but most of the destination reviews are from the eyes / viewpoint of the seasoned traveller. What we hope to offer is the unique perspective of the local speaking about his own area / community - telling an international audience what they love about their local area. Constant research has shown us that international visitors often want to "live like a local" - go off the beaten path, go beyond the major guide book landmarks and seek out what those that live in the area think is great. We're hoping that by combining with as many local DMO's as possible we can gather up all these local needles of information and scatter them as far and wide as possible in the hope of inspiring international visitors to start coming in droves to Britain again.

Debate is good, so all comments gratefully received - especially from seasoned experts such as yourselves.

Justin Reid
Head of Online and CRM
VisitBritain

By: Alastair McKenzie

Alastair McKenzie — Wed, 20 May 2009 14:00:28 +0000

Occasionally there can be a downside to UGC... http://bit.ly/JbAMl

By: James Penman

James Penman — Wed, 13 May 2009 10:17:26 +0000

Hi Jeremy,

Yes, I agree entirely. Newspapers are going this way, publishing houses will follow. A rump of professionals sat at the centre helping to curate/direct content is unquestionably the future IMO.

From my perspective, most UGC appears to be used for natural search traffic/SEO anyway. Fair enough, but can't see long-term value there.

On the 'getting something back', I'm specifically referring to local experts who run businesses in the travel/tourism sector. They are eager to provide information to help promote their own business interests. Business generated content I guess is a better description. The response we get is phenomenal and these people know their 'local stuff'.

And thank you. It's a baby site but is being grown pretty much using the theory you outline in your response above.

James