Revision3’s PR firm is urging me to write about the upcoming Diggnation episode being filmed in at the Palms Hotel and Casino in Las Vegas with Kevin Rose and Ashton Kutcher. And I aim to please. But what I can’t figure out is, how do projects with Ashton Kutcher like this and the disastrous 24HoursAtSundance earlier this year help Digg find relevance in today’s world?
Sure, Kevin gets to hang out with the Hollywood crowd and become BFF with Ashton. And yes, I’m somewhat interested in hearing all about “Ashton Kutcher’s Web 2.0 Strategy,” as pitched to me in the email (in the same way that I can’t not look at accidents as I drive by). But none of the story ideas pitched to us (Ashton and Kevin: Why Traditional Hollywood cares about Unconventional Silicon Valley, How mainstream consumer products are merging with new media, Why Ashton thought it was important, in fact, critical to reach Diggnation’s audience), along with “exclusive access” to Kevin and Ashton, really interest me. What I really want to know is this:
Why is Kevin Rose screwing around in Las Vegas with a movie star when a fricking URL redirect service is preparing to eat their lunch?
Digg isn’t the shiny new startup that it once was. Twitter has almost twice the audience that Digg has (45 million v. 24 million worldwide uniques in June according to Comscore). As recently as March Twitter was still smaller than Digg. Now, it’s not even close.
Digg’s product needs serious attention from Kevin. The recent DiggBar changes that enraged users caught Kevin off guard because he was on vacation in China and didn’t know what was happening. He needs to pay attention. Or else relinquish his control of the Digg product to someone else who’ll pay attention.
The next six months are critical for Digg. They are rolling out a new real time product to try to compete with Bit.ly and Twitter. It seems to me that Digg’s investors would be happier if he were working on that, instead of partying in Vegas with the guy from Dude, Where’s My Car?
That being said, I still can’t wait to hear Kutcher’s Web 2.0 strategy and his advice on “merging the worlds of mainstream entertainment and new mediums like Internet Television.”
Update: Kevin Rose response in comments below:
Mike, I set aside two days a month to shoot episodes of diggnation (this has been the routine for the last 4yrs), and we shoot several live shows per year. Without a doubt the podcast has proven to be a great tool to spread the word.
Sorry about the strange pitch from the PR agency.
I’ll watch this, but only for Alex’s hair.
Diggnation is not so popular as it used to. Would it have enough audience still interested in it? Good look, though.
What the hell is Diggnation? <– Not Kidding.
You know that Google thing? Use it.
Damn. I just became a TechCrunch troll without realizing it.
Digg forum needs overhaul. They should not collapse replies, which will make for more keyword match for search engines.
Ashton in Diggnation? Strange! By the way, Mike, I like your curiosity and am too interested in knowing, “Why old Hollywood is interested in unconventional Silicon Valley?” What is your answer for this? What do you think is the reason? Is it just another publicity issue or a new vertical for Hollywood?
Alex’s hair is the best thing about that crappy promo.
May be it helps Digg in brand promotion. Getting it known everywhere
Yeah, “The Kevin Rose-Ashton Kutcher Bromance”.
Good title, they DO look like a nice couple (of douches) in those banner ads…
Celebrities ignore social media/the Web and they get blasted, and someone like Ashton tries to be active/involved, learn, etc.. and he still can’t win.
I seriously doubt Kevin Rose’s friendship with Ashton Kutcher has anything to do with a slowing Digg.
I bought and read Sarah Lacy’s “Once You’re Lucky, Twice You’re Good” after it was mentioned on TechCrunch. Good read. It left me with the impression that Kevin Rose really doesn’t want to be working with Digg anymore, that he’s tired of it and just wants to sell but the right offer hasn’t come along yet. Could it be true?
yes, i think it could be true.
Oh goodie, I got something about SV right for once.
Kevin’s hair freaks me out a little, too.
Microsoft saved money of upfront payment to yahoo. I think it can buy digg, or yahoo should as to friend it with flickr.
Finding a buyer for Digg is a dream scenario for the founders, but, is there anyone who’s willing to fork over millions to buy a site that has been hijacked by special interest groups?
If a Martian were to visit earth for the first time, and he were to read only Digg for knowledge about earthlings, he would find:
#1 A company called “Microsoft” is in deep trouble because the entire human population is abandoning them and migrating to a system called “Linux”.
#2 A man named Ron Paul will be the president of the U. S. some day.
#3 Something about Pirate Bay that is all good, and everybody else is evil.
#4 Earthlings can only count to 10, because every day Digg publishes lists about “10 (or less) Important Whatevers” people should know.
I don’t get the Digg Dialog either (with Bruno, Governator, etc.). Is Digg trying to become like Rocketboom?
if it does, it will fail…move on keven and sell to the first company that offers you .50 cents for digg…
I dunno, I like Digg Dialoggs. Good idea, most seem to work pretty well in terms of questions that get asked.
Isn’t it just another side to the same thing – wanting to associate themselves with celebs?
Whatever the reason for it, it gives the impression Kevin Rose has more interest in stroking his own ego than building his business.
Rose can’t stay at Digg forever. There more cool stuff to be done when you are young, like starring in some movies. Why not Rose be one of them? Digg seem boring for him already…
Digg is boring to me. To be fair, so is twitter and facebook too.
Digg isn’t the shiny new startup that it once was…
nuff said mike…just move on and stop trying to have the pr forks kiss your ass….keven and digg are two has beens…
… you forgot Ashton.
At least Ashton can wait for a good script and continue his acting career. If only it were so easy with Digg…
You know what, this is why I love and read TC. You could have easily done a writeup and pretended like all is well. But you didn’t, you called a spade a spade and brought out the fact that digg, although one time very hot, is starting to become a rather cold. And the fact that Kevin seems to be asleep at the wheel. The one time boy genius needs to lay off the tea and get back to work, imo.
+1
Plus ashton makes me throw up in my mouth a little.
That is all.
They sent me that press release, too. Wasn’t it absurdly dramatic?
It’s cross-marketing. ApluK has tons of followers who may or may not now check out Diggnation, and therefor Digg itself. Sure, we are all jealous of Kevin, but he’s is doing what he feels is best for his company, and his personal endeavors. I actually haven’t had time to watch Diggnation in awhile, but will make time just to see the antics that ensued in Vegas.
Congrats on doing such a great job on your blog!
Kevin has talked about a goal of 50,000 diggs, or something like that for stories.
Ashton has 3 million twitter followers?
It may not be revolutionary tech wise, but it’s going to be noticed. I’m sure both of them will benefit.
Doesnt Jay run Digg?
I’ve been to one of the live events/tapings of DiggNation and, while i am not a fan at all, it is crystal clear that those in attendance are rabid fans. Those legions of doods (and 4 chicks) were mental over Kevin and Alex and i would say that giving locals in diff locations like that access to them and to the brand and the experience is excellent for Digg. Get @aplusk in there and it will only broaden the potential audience.
If Adelson is running the show, Kevin should be able to go on vacation and promote the show/site like he does. If nothing can happen at Digg unless he is there then, like any company in the same situation, they are doomed.
dm
“The recent DiggBar changes that enraged users caught Kevin off guard because he was on vacation in China and didn’t know what was happening.”
comon, you really believe that he was caught off guard?! these guys are on their Blackberries 24/7 and always in contacet..Kevin is just trying to cover his arse..he is losing his fanboys in a big way
I agree that this is no good for Digg but Mike – why was Kutcher’s Blah Girls selected for TechCrunch 50 last August? http://www.tech...at-techcrunch50
THIS.
I wonder where Alex fits into all of this? Seems to me he has been carrying diggnation for some time now and to be honest has a lot more energy in his other projects TRS and Project Lore
i want to see Ashton Kutcher’s Web 2.0 Strategy.
you need to post it.
Also, does Kevin rose not look like the love child of Rocky and Clay Aiken? I’m starting to get suspicious:
http://i32.tiny....com/jjofeu.jpg
You look like the love child of Bono and Seth Rogen. Who cares?
And you look like the, uh, i forgot.
I don’t want to seem overly cynical, but isn’t it a bit ironic that Mike is now criticising the same Hollywood person that was given a seemingly free pass to present at last years TC50 event? Disclosure, my company has been rejected from the last two TC50 events and I might be a bit salty.
Mike, I set aside two days a month to shoot episodes of diggnation (this has been the routine for the last 4yrs), and we shoot several live shows per year. Without a doubt the podcast has proven to be a great tool to spread the word.
Sorry about the strange pitch from the PR agency.
Slashdot was once my source then came digg. Now it is twitter. I follow people who contribute to my timeline. So, usually when a link comes across my timeline it would be hours if not a few days before I see it on the Digg Frontpage. Since, I never really participate in the whole digg community. I would simply check out the stuff that made it to the front page.
But, that is now being replaced by twitter.
Has Digg become the new MySpace? I mean it seems the same people pimping out their Myspace page are commenting and participating in the digg community?
#my2cents
I stopped watching Diggnation over a year ago. That show is boring and Kevin Rose is too interested in hanging out in Hollywood. I don’t visit the site anymore because it’s just a site for obnoxious teens. The glitz has worn off of Digg. They missed their time to sell. Look at Yahoo, Digg, that is your future.
Instead of web strategies Ashton Kutcher should take some acting classes.
All three should just disappear.
Wasn’t it kind of launched with distance thougH? http://www.yout...h?v=W1_YoG7lqI4
The subtitle should be ‘Cash for Clunkers 2.0′ .
Whats with Ashtons “Blue Steel” face…
AHHH… that’s funny
Hope Ashton likes Tea
I heard Kevin was starting a Tea plantation with Chinese immigrants called Teigg
Digg has so much unrealized potential (mostly due to lack of diversity in the userbase) its not even funny. *fingers crossed*
I think it is fascinating that someone like Ashton Kutcher can wield the influence he does. His acting is mediocre – without being disrespectful and his movies are simple slapsticks or RomComs. Yet he’s turned that into a couple million Twitter followers and I think it will be interesting to see how he uses that influence.
If we buy into alot of the common marketing stuff about “attention” and “permission marketing” then Kutcher is a phenom! He’s got a couple million people willing to listen (via Twitter) to what he has to say. That’s a good audience.
The fascinating thing for me is, how will his influence with his audience translate into “traffic” for Digg. If he hypes it and the traffic doesn’t flow then that says two things: one, we are truly living in the world where attention matters and you better give us something valuable in return for that attention; and two, Digg is in trouble because they can’t capture a listening audience.
I see no upside in this for Digg.
Um…he’s married to Demi Moore. That’s a big plus in Hollywood.
But yes, Hollywood has a surprising number of good looking people who have made a good living off no talent at all. Paris Hilton, Lindsay Lohan, etcetra etcetra.
i watched all of that 70’s show episodes and waited a couple of years before finally seeing dude where’s my car (one good scene and a total waste of my time)…i saw him in a couple other films that made me want to jump off a cliff (both with blondes) but as much as ashton kelso kutcher had a following i have to say that hitting it with demi moore raised his stock and kind of legitamized him for some unknown reasons. the guy isn’t that stupid. i mean he is the king of punk’d and making von dutch and other douche things popular. i want to hear his whole social media & web strategy and i will see if it is anything as constructive as what trent reznor and others on the music side have been discussing.
sad to see digg not maximizing. i am not a digg user or a dn viewer.
I’d love to see Rose and Albrecht get Punk’d. Kutcher should try to get them to cry just like he did to Timberlake.
I’ve been thinking of making a bar remover service and call it NoBar.com or something to kick out
all “barred” URL’s.
Digg really does suck though. The Kevin hanging out with movie stars is pathetic. Ashton doesn’t care, Kevin. He doesn’t really luv u!
Mike I agree.
This idea of “social media” isn’t what I signed up for. Sounds more like traditional media celebrity and hype to me
I think Diggnation has clearly jumped the shark!
Ashton has a huge influence on Twitter, he’s not just a guy from Dude anymore, I see this situation as a nice solution. More attention from twitterers, more of them will turn into diggers.
There were a few warning signs for me from Diggnation that I should use my time more efficiently and watch more productive media.
Firstly, if I am having a few drinks with friends, then watching other drunk people is interesting and funny. When I am watching Diggnation at home sober, watching drunk people is annoying. Their appreciation for quality beer was impressive and informative; when they decided to tout Coors Light as nectar of the gods however, I knew that the drunk-Duo were slowly selling out.
Secondly, Rose’s narrative of his meeting with MRSF founder Bill Gates was telling. He appeared to be mildly impressed with meeting one of the most influential people (some would say the most) affecting humanity in the 20th century. Maybe it was the Apple in him that kept his excitement in check, but Mr. Rose’s contribution to humanity is mere speck of dust in comparison. He’s too cool for Bill Gates? Too cool for me I guess…
mike just owned kevin and ashton
Mike, this is much less to do with Digg (or even Revision 3) than it is to do with Kevin being a bit of a starf***er. He’s hardly unique there though, so no need to single him out. In fact, it’s hard to think of an “Internet-famous” Silicon Valley entrepreneur or VC that *doesn’t* have a little of the starf***er about them.
Perhaps it’s a little risible; but it’s also pretty harmless. So, if a tech entrepreneur or VC wants to have a drink with Ashton or Diddy or MC Hammer etc. who cares?
I don’t understand so many of the users (and authors) of this site. For people who (I would imagine) read a lot of tech news, very few people seem to grasp the larger picture.
Sure, Kevin Rose and his guys at digg may be changing the service from what it used to be, and many of those changes may be alienating some of its original core audience, but I can almost guarantee that for every geek lost, they pick up another two or three mainstream users, and let me assure you, it is those users Kevin wants.
As your fearless leader Mr. Arrington was so quick to point out, Twitter’s numbers are outpacing digg’s, where just a few months ago it was smaller. You know why that is? Celebrities like Kutcher started using it a lot more. This brought their loyal gossip followers into the fold. If Kevin wants any of this mainstream audience (which is absolutely where the money is), he had better tap into that in whatever way he can, and talking to the top followed on Twitter is a pretty good start, I’d say.
Yeah if I was running a company I think I would say whoa this is out of line. However, just checked crunchbase and Kevin Rose is “Chief Architect”W! Let this guy have some fun. I run a start up right now working 90 hrs. + and its tough and takes a lot of balls to do what he done. Even if he has taken a little money off the table to enjoy his life, let him. The guys put in his time.
Kevin Rose: Dude Where’s My Website?
Give me a break– so what– We can’t take time now days to party and take a step back? Instead we should be constantly laboring away?
Also, digg needs to go main stream for it to survive, nobody in the real world reads techcruch or visits digg until someone like Ashton or Oprah mentions that they use it.
Digg needs a big celebrity endorsement the way twitter already has it. Ask most people that aren’t in the tech crowd if they’ve ever been to digg, techcrunch, flickr, Pandora, etc– they have no clue, but they know what twitter is because it was on Oprah and CNN…
I remember Mike and Ashton being close not long ago. Did the relationship sour? Ashton is cruel to publicly shower his attention on Kevin now. Positively cruel.
All they need to make this the perfect douche trinity is to fly in Douchelebrity Chef Guy Fieri…
Dude, where’s my real digg URL Shortner?
So much negative feelings in this article, and in the comments. I had no idea so many people hated Kevin Rose so much.
Hey Michael- Did you investigate whether Kevin will be playing poker in Vegas? This scandal might have some legs if you can prove two acts of founder malfeasance in one weekend.
I’m somewhat NOT interested in hearing all about “Michael Arrington´s business advice” with that snarky tone (in the same way that I can’t not look at accidents as I drive by).
Lately, when ever I start reading a TechCrunch story and after the first two sentences I think to my self “what? am i reading Vallewag? what´s this shit” and then I look up at the post author, and yes, that´s right, Mr. Michael Arrington.
You are totally losing touch Michael, get back to what you know and stop it with the bullshit advice and the gossip.
Look at it this way; if Digg can’t succeed without Kevin being there 24/7, they won’t succeed at all. These guys are REALLY trying to make Internet TV happen. Can you imagine if newscorp bought facebook? Well what if it was the other way around and Facebook started making TV shows?
TV and Social Networks have one thing in common: they make money off ads. So, what’s wrong with being buddies with Hollywood?
Will there be discussion of Demi taking Ashton’s last name?
Look at lonelygirl15. People try to to cross the bridge and it always ends badly.
Hello Mike, I have a bigger response here: http://www.insp...ton-brad-oprah/