Group B Digg
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Group B Digg

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Group B presentation on Digg for the Digital Marketing elective course of IE Business School Nov. 2010 intake

Group B presentation on Digg for the Digital Marketing elective course of IE Business School Nov. 2010 intake

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  • Digg is a social news website, consisting of letting people vote stories up or down.
  • + 7m unique visitors in mid 2010 But now they have 2.6m
  • News Publishing Accuracy of news Depth of analysis Quality & Style News Crowdsourcing Popularity of news Opinion is as important as facts
  • 11/21/11
  • 11/21/11
  • SOCIAL: Social-network bias: Criterion to enhance relevance for the user Lower propagation speed makes it suitable for controversial news Non-friend/peer bias: Popularity is only criterion Higher propagation speed makes it suitable for “flashy” news -------------------------------------------- DISCOVERY: Discovered news: Pull the news according to dynamic criteria Increased relevance Crowdsourcing only rates content Published news: News pushed to the user Decreased relevance Crowdsourcing “creates” and rates content
  • 11/21/11
  • 11/21/11

Transcript

  • 1. Crowdsourcing Team B
  • 2.  
  • 3. “ Digg is a place for people to discover and share content from anywhere on the web. From the biggest online destinations to the most obscure blog, Digg surfaces the best stuff as voted on by our community” Digg.com
      • User driven social content and news website
      • All the content is submitted by the community
      • Users can Digg and Bury content
      • Submissions ranked by the votes
    Company Overview
  • 4.  
  • 5.
    • Higher involvement with Facebook fans
      • Average Facebook user spends 5 minutes more logged in than other users
    • 23% Increase on mobile after launch of IOS app with Newsroom integration
    • 51% direct traffic – 13 million times every month someone types Digg.com into a browser
    • Digg Newsrooms (launched September 2011) page views per visit up 3x vs classic Digg
    But… Digg Today
  • 6. Unique Visitors
  • 7. What is happening now?
  • 8. Popular Forms of Crowdsourcing Based on post-hoc analysis Comfort expressed by the patients during initial lens dispensing and follow-up visits. Encyclopedia Media Content Software Development News
  • 9. Key Drivers Based on post-hoc analysis Comfort expressed by the patients during initial lens dispensing and follow-up visits.
  • 10. Traditional News versus Digg Based on post-hoc analysis Comfort expressed by the patients during initial lens dispensing and follow-up visits.
  • 11. Reddit Based on post-hoc analysis Comfort expressed by the patients during initial lens dispensing and follow-up visits. “ Reddit is a social news website where the registered users submit content, in the form of either a link or a text "self" post. Other users then vote the submission "up" or "down," which is used to rank the post and determine its position on the site's pages and front page.”
  • 12. Digg versus Reddit Based on post-hoc analysis Comfort expressed by the patients during initial lens dispensing and follow-up visits.
  • 13. StumbleUpon Based on post-hoc analysis Comfort expressed by the patients during initial lens dispensing and follow-up visits. “ StumbleUpon is a discovery engine that finds and recommends web content to its users. Its features allow users to discover and rate Web pages, photos, and videos that are personalized to their tastes and interests using peer-sourcing and social networking principles.”
  • 14. Digg versus StumbleUpon Based on post-hoc analysis Comfort expressed by the patients during initial lens dispensing and follow-up visits.
  • 15. Main Tends Main Trends Short Tail Long Tail
  • 16. Tools and ideas Short Tail Crowdsourcing
    • Too many different interests among users
    • Broad scope of news means low relevance for majority of users
    Heavy concentration of content posted by few users «publisher-like effect»
  • 17. Tools and ideas Long Tail Crowdsourcing
    • Common interests among users
    • Narrow scope of news means higher relevance for majority of users
    Little concentration of content posted by users «true crowdsourcing effect»
  • 18. What To Keep
    • Popularity mechanism
    • Allow everyone to “digg” and no-one to “bury”
    • Social-network concept
    • Enforce communities on and off site
    • Newswire
    • Constant update feed
  • 19. What To Change
    • Customize your profile section based on customers’ preferences
    • Personal communities
    • Personalized homepage
    • Follow-ups
    • MyNews
    • Push popular content under general news
    • Democratization
    • Avoid publisher-like effects
    • Content discovery assistant
    • Bookmarking + search engine
  • 20. Thank you very much!!!