Green Content Syndication: Part III - Activating Diggers

如今，存在数十个社交新闻网站，用户为该网站的社区添加了书签内容以查看和评价。在两个通用新闻网站（例如Digg,Newsvine,Propeller(AOL) orRedditand green vertical sites such asC2NN,Hugg,五个石灰andplant change（澳大利亚）。Squareoak媒体提供了相当全面的list of social news sitescategorized by vertical.

When syndicating green content, marketers should seek to activate influentials on each social news site by encouraging them to submit relevant articles that support and reinforce the marketers' efforts. Articles submitted by such influentials are more likely to become popular (see Marketing Green's "Green Content Syndication: Part II - Top Environmental Diggers") than if submitted ordinarily, resulting in improved reach and traffic to the host site.

But, how do you activate influentials on sites such as Digg? While all social news sites operate somewhat differently, learnings from Digg are relevant to most every other site. Marketing Green believes that there are three key ways to influence article submission by Diggers.

Make it relevant. Each Digger has his/her own style and topic preferences. Get to know each of them by reviewing their profile, past articles that they submitted (and especially those that subsequently became popular) and in what categories. Focus on activating those Diggers that most closely align with your content topics.

使它变得容易。Diggers每天筛选数十个博客，网站和新闻源。这样，请确保您的文章脱颖而出：将它们放置新的旋转，提供引人入胜的标题或附加相关的视觉效果（即，图像，视频）以伴随内容。此外，在可能的情况下，请参考第三方来源撰写的文章，因为它提供了更多的信誉。

Develop trust. Marketers should focus on developing a rapport with a select few Diggers and carefully seed articles to each - or give them a heads up in advance of their publication.

最近，我有机会与两个挖掘机建立联系，以营销格林的营销顶级环境挖掘机列表：32岁的乔纳森·科尔曼（Jonathon Colman）（＃7burkinaboy) of Washington DC and 18-year old Erik Bashatly (#10Sepultura) of Montreal, Canada. It is important to note that Diggers are not paid (while "侦察员”和“锚" on Propeller are). For them, the environment is an interest or a passion; submitting content is their way to help build awareness for issues of interest or concern. Notably, Jonathon's activities as a Digger aligns with his day job as the Associate Director of Digital Marketing atThe Nature Conservancy。

另外，我问了他们有关他们作为挖掘机的风格，他们的影响力以及绿色营销人员应如何最好地与他们联系新的文章以供提交的问题的问题。这是他们不得不说的：

MG：当涉及到环境时，您是否想挖掘特定的主题？

burkinaboy: I tend to submit stories about conservation, people and their interactions with nature, endangered species, and environmental science/data, but I tend to digg (vote for) quite a lot of "green living" and general sustainability-focused stories. I always find reading these articles to be very intriguing and helpful in terms of reducing my own, personal impact on the environment and climate.

Sepultura: I'm a strong believer in green technology, so I try to find as many stories as possible, which take on the positive effects that technology has on the environment. For example, advances in automotive technologies are a strong plus for me when I'm looking for stories to submit. The majority of the green tech articles I submit are from a blog calledEcoGeek.org, which is focused on spreading the word on all the beneficial improvements of technology.

MG: What makes an article become popular on Digg?

Sepultura：如果一个故事得到足够的挖掘，它将随着时间的流逝而流行。但是，我们不是希望它真的那么简单吗？Digg的头版故事根据一种复杂的算法到达那里，这是我的朋友和挖掘机很好地解释的穆罕默德·萨利姆（Muhammad Saleem）。尽管没有关于文章如何以及何时会流行的固定规则，但您在网站上获得的经验越多，您就越了解它。我想说，Digg的顶级用户中约有85％注意到算法中的许多模式，并相应地调整了他们的提交。

burkinaboy: I think that it's a fun (yet sometimes awkward) balance of trust in the user submitting the article, "juiciness" of the title and description text, freshness level of interest in the news itself, reputation of the hosting site for the content, and (of course) luck. That said, it's well known that a good photo or multimedia feature can sometimes sell a story, as can other singular aspects, such as using the phrase "Top 10..." in the title.

MG: How much influence do individual diggers have in making an article popular?

Burkinaboy：假设个人用户是众所周知的，享有良好的声誉，并且在精英级别运作。例如，由用户发布或评论的文章msaleem,zaibatsu， 和mrbabymantend to attract a lot of attention from the community. That said, a relatively unknown user can use shouts, a catchy title, or even - gasp! - find outrageous, incredible news that hasn't been posted elsewhere. Beyond following best practices with story submissions, I personally use a combination of shouts,推特,Pownce, IM and myFacebookprofile to attract diggs for the stories that I post.

Sepultura：总的来说，在不在网站上有很强的存在而在Digg的头版上获得提交是相对困难的。（由于Digg最近添加了“喊叫”系统，今天的困难变得不那么困难）。在过去的几个月中，我注意到，如果提交符合以下一个或多个标准，则临时用户（大多数情况下）只能在首页上获取一个故事：它链接到一个非常受欢迎的网站（Ars Technica,Cracked,Torrent Freak), it is breaking news, or it's something so amazing that no one has ever seen before (which is the hardest to come across).

Digg's so-called top users have an easier time getting their stories popular simply because they have built a following and have gained experience and have learned what other diggers want. If you contribute enough, you start to know exactly what to do to be successful. So I'd say that when it comes to top diggers, an individual digger has a lot of influence. However, any other user does not have that much individual power on Digg.

MG: Do marketers send you or tip you off to articles for consideration? If so, how often do you dig them when they do?

Sepultura：我每天收到大约2到3篇文章，从我的DIGG个人资料中获取我的电子邮件地址的人每天都会考虑使用。如果我喜欢一篇文章，我通常会挖掘它（我会说我会接受大约60％的文章发送给我。但是，应该指出的是，我通常会从同一人那里得到这些请求在大多数情况下，我一直喜欢支持。

Burkinaboy：我喜欢收到其他用户的文章，并像其他任何故事一样对Diggs进行评估...我在覆盖范围，新闻完整性，新闻价值中寻求公平性，无论源本质上是主要的还是第一手的。我倾向于每周只收到一些我不认识的人的要求。也就是说，我对DIGG的个人意见书中的大部分来自我经常审查的大量RSS提要页面。

MG：营销人员向您发送文章时，您喜欢吗？如果是这样，您希望他们接近您？

Burkinaboy：除非故事具有真正出色的质量，否则被Diggers垃圾邮件不会获得我的选票，而这些故事通常不是。我更喜欢喊叫作为我的入站请求的主要方法，并定期审查我的传入喊叫声，以票数为单位。

Sepultura：我通常不介意人们向我发送链接到自己的博客，但我确实介意偶尔的“需求”（与受欢迎的“请求”相反）。有人认为说“查看我的故事并在星期一早上进行挖掘，以便它可以使可能的交通最大的流量”是一种合法的方式，要求我帮助他们。

I also never accept money for submitting articles to Digg. It wouldn't be worth risking my reputation.

I love helping people out, especially bloggers who are just getting started. I will, however, deny a submission if I don't approve of it. It's also quite obvious when someone is in it for the money instead of for their content. As for tips from random people, they're always welcome of course!

MG：为什么您要花很多时间在Digg上？

Burkinaboy：我之所竞彩足球app怎么下载查看我发布的特定故事。

我们都知道，在DIGG上流行的故事往往会引起大量托管网站的流量，但是谈论的是博客和媒体网站的尖峰在Digg上拾取流行的帖子，该帖子驱动了较小的（但更长的）次要流量，兴趣和搜索引擎可见性对这些故事的可见性。因此，在Digg上流行的故事并不只是意味着营销人员正在向封闭的受众推广内容，而是几乎每个人在线消费媒体。

Sepultura: Many people believe that we either do it to gain some kind of profit or because we have nothing better to do with our lives. Either way it's a negative misconception. We do it simply because we enjoy contributing to something that we love to use. It's that simple.