the digg effect
how digg works
Digg is about democratizing digital media. As a user, you participate in determining all site content by discovering, selecting, sharing, and discussing content that appeals to you.
1.
2.
Users submit an article/image/video to digg
Other users digg or bury the story
3.
Popular posts stand the chance of hitting the category homepages and/or the main homepage
why we should care
TRAFFIC
Digg can be an incredibly valuable channel to promote the right content
Food2 digg example
1. Starts with an interesting article, image, and/or video
2. Submit the article to digg – catchy titles are key
soliciting diggs
3. Promote, Promote, Promote….until the algorithm notices - Involved reaching out to contacts and relationships (built in over the past 2 months). Posts won’t have much momentum without proper promotion
getting popular
4. Once the post is popular, promote faster to hit the homepage
the front page
5. If the post is popular enough in a short time frame, it hits digg’s homepage
front page exposure
6. Once the post hits the homepage, floods of traffic are exposed to the article
digg chatter
digg rss
digg browser toolbar
the aftermath
• 500+ Diggs & 70+ Comments • Close to 20,000 visits directed to Food2
other examples
• Another example cause WSJ to gate the article, when I posted a mirror link the sheer traffic crashed two different sites • A catchy, timely article generates even more potential to win diggs
no promotion fail
full potential
• More edgy/catchy stories have the potential to garner far more interest
• Marketing should work closely with editorial to make suggestions on future diggable topics to drive higher interest and engagement • Promoted articles should include hooks that bring the traffic further in