Seen-on-Scene strategy

GateHouse MediaNews & Interactive

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Agenda

What is a Seen-on-Scene gallery?

Purpose behind the initiative

GateHouse expectations

Our study, findings

Thoughts from our participants

Recommendations

What is Seen-on-Scene?

• Posed photos taken at community events

• Two to three people per shot

• 15 or more photos per gallery

• Labeled “Seen-on-Scene” in the hedline

What is Seen-on-Scene?

• NO: Group shots

• NO: Action shots

• NO: Inanimate objects

Seen-on-Scene purpose

• Page views, page views, page views

• Click throughs to additional content

• More community faces

GateHouse expectations

1-2 person newsroomAt least one per week

3-5 person newsroomAt least one per week

6-19 person newsroomAt least one per week

20+ person newsroomAt least one per week

Seen-on-Scene study

• Three newsrooms

• Two-month time frame

• Specific criteria for promotion

OBJECTIVE: Determine whether Seen-on-Scene galleries, when done correctly and heavily promoted, would lead to increased page views.

Seen-on-Scene study

• Three newsrooms• Augusta Gazette | Augusta, Kan. | 1.5K circ | 32K/mo PV• Lake Sun Leader | Camdenton, Mo. | 5K circ | 129K/mo PV• The Herald News| Fall River, Mass. | 16K circ | 772K/mo PV

• Two-month time frame

• Specific criteria for promotion

Seen-on-Scene study

• Three newsrooms

• Two-month time frame• August-September 2013• Compared data to June-July 2013

• Specific criteria for promotion

Seen-on-Scene study

• Three newsrooms

• Two-month time frame

• Specific criteria for the galleries• Posted to carousel• Posted twice on Facebook, Twitter• House ad ran in print• 15 photos per gallery• At least one gallery per week

Seen-on-Scene study

• Will increased promotion lead to more page views?

• How are viewers getting to the galleries?

• Do Seen-on-Scene viewers click on other content?

• How many images do people actually view?

Seen-on-Scene study

• Two out of three newsrooms saw significant gains in Seen-on-Scene page views.

• Most Seen-on-Scene viewers – 93 percent – clicked on additional content after leaving the gallery.

• About 33 percent of the unique visitors who viewed the first image of a gallery, viewed the last image.

• Search traffic accounted for a significant percent of page views.

Seen-on-Scene study

• Two out of three newsrooms saw significant gains in Seen-on-Scene page views.

• Most Seen-on-Scene viewers – 93 percent – clicked on additional content after leaving the gallery.

• About 33 percent of the unique visitors who viewed the first image of a gallery, viewed the last image.

• Search traffic accounted for a significant percent of page views.

Seen-on-Scene study

• Two out of three newsrooms saw significant gains in Seen-on-Scene page views.

• Most Seen-on-Scene viewers – 93 percent – clicked on additional content after leaving the gallery.

• About 33 percent of the unique visitors who viewed the first image of a gallery viewed the last image.

• Search traffic accounted for a significant percent of page views.

Seen-on-Scene study

• Two out of three newsrooms saw significant gains in Seen-on-Scene page views.

• Most Seen-on-Scene viewers – 93 percent – clicked on additional content after leaving the gallery.

• About 33 percent of the unique visitors who viewed the first image of a gallery, viewed the last image.

• Search traffic accounted for a significant percent of page views.

Seen-on-Scene study

Augusta Gazette

•PAGE VIEWS 199.8% increase

•ENTRANCES 42% Facebook, 35% direct, 22% search

•MOST POPULAR 985 vs. 5,023

Seen-on-Scene study

Herald News

•PAGE VIEWS 39% increase

•ENTRANCES 6% Facebook, 35% direct, 43% search

•MOST POPULAR 5,817 vs. 6,277

Seen-on-Scene study

Lake Sun Leader

•PAGE VIEWS 24% decrease

•ENTRANCES 44% Facebook, 21% direct, 31% search

•MOST POPULAR 4,560 vs. 1,881

Study conclusions

IT WORKS Seen-on-Scene galleries are page view generators when done correctly and promoted

MARKET DOESN’T MATTER Big market, medium market, small market – they all work

IT’S GOOD BAIT See-on-Scene viewers will click on other content on your website

MORE THE BETTER Many viewers click through to the last image, so large galleries are best

SEO MATTERS Search traffic accounted for a decent percent of page views

Our recommendations

Building your Seen-on-Scene toolbox

Our recommendations

SEO is an absolute must • Town/city names• Team/event names• Important people names

Our recommendations

On-site promotion is key• Post every gallery to carousel• Re-post on weekends if possible• Link to galleries from other content

Our recommendations

Use the Facebook bump• Post a couple images, ask people to tag• Re-post on the weekends• Be conversational, ask a question

Our recommendations

Be consistent, post weekly• SOS galleries lead to other page views• Return viewers get familiar with brand

Our recommendations

Post as many images as possible• Recommended target is 15• Post more at popular events• Get as many as possible at smaller events

Our recommendations

Make sure faces are clear• Group, action shots got fewer pageviews• Identifiable people is key for sharing• Differentiate from news galleries

Our recommendations

Use print promotion for best • Capture a different audience• Promotions shouldn’t become furniture• Be selective, be showy

Participant feedback

Kent BushAugusta

Spree HillardCamdenton

Lynne SullivanFall River

Managing the workload

Aim for two a weekDouble dip on assignmentsIdentify a Seen-on-Scene championReuse galleriesTrack your successes

GateHouse MediaNews & Interactive

Seen-on-Scene strategy