Beth Murphy, Digg June 9thapps.prsa.org/Network/Communities/Technology/...Digg Y! News CNN USA Today...

Beth Murphy, Digg June 9th

The emergence of social media is transforming how people consume news, opening up new ways to discover content

Traditional PR models becoming less effective

Massive shift in consumption of news

and Gen Y increasingly shun traditional print and broadcast, relying on online news

For the first time, more people (35%) say they rely mostly on the Internet for news than cite newspapers (Pew Research survey)

Share of 18-24 year olds who didn’t seek news the previous day has risen from 25% to 34% in the last 10 years (Pew Research survey)

Only 7% of Digg users agree with statement “I can be adequately informed by watching news on TV” (Magid 08 Study)

New rules of Communications

Old model focused on landing stories in leading publications doesn't yield same results

Our favorite print media brands and magazines will shrink or disappear

Audiences will shift and fragment

Fewer, overworked reporters: 50% of journalists are considering a new career (PRWeek/PR Newswire Media Survey 2009)

Online increasingly more powerful

Silicon Valley as "media valley" Growing sources of brand-agnostic destinations: Digg, Yahoo!, Google

Source: Compete April 09 0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09

Digg

Y! News

CNN

USA Today

NYT

Google News

WSJ

Monthly Unique Visitors

Democratization of online sources

News is consumed in small bites 24/7, often breaking news

Tip #1: Online is even more important than you think

Prioritize key influencer/blogger relationships

Tip #1: Online is even more important than you think

Slow death of the press release and rise of multiple channels

Digg outreach ….

Press Releases 4 Town-Halls 6 Live meet-ups & events 10 Videos 35 Blog posts 100s Tweets, Facebook, other 1000s Digg staff in comments 5,000+

Tip #1: Online is even more important than you think

Online destinations and forums to influence conversation

Tip #2: Supersize your social media channels

Tip #2:Supersize your social media channels

Tip #2:Supersize your social media channels

Tip #2:Supersize your social media channels

Keep an online dashboard of conversations

Tip #3: Listen and evaluate real-time

Evaluate response across singular or multiple channels

Tip #3: Listen and evaluate real-time

Tip #4: Video as new communication tool Digg Feature Launch

LinkedIn C Round – Investors rationalizing 1B Valuation

Tip #4: Video as new communication tool