Seen on Scene

Seen-on-Scene

Strategy

ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING

Agenda


• Inner Circle expectations

• What is a Seen-on-Scene gallery?

• Purpose behind the initiative

• Our study, findings

• Thoughts from our participants

• Recommendations

Inner Circle expectations


• Posed photos taken at community events

• Two to three people per shot

• Requirement same for all newsrooms: one per week

What is Seen-on-Scene?


• Posed photos taken a community events


• 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

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



Seen-on-Scene study


• Three newsrooms


• August-September 2013

• Compared data to June-July 2013


Seen-on-Scene study


• Three newsrooms



• 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 – click 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









views.

Seen-on-Scene study









views.

Seen-on-Scene study









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


direct, 43% search

• MOST POPULAR 5,817 vs. 6,277

Seen-on-Scene study


Lake Sun Leader• PAGE VIEWS 24% increase


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 Seen-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 ebst

• 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 a 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 results

• Capture a different audience

• Promotions shouldn’t become furniture

• Be selective, be showy

Managing the workload


• Aim for two a week

• Double dip on assignments

• Identify a Seen-on-Scene champion

• Reuse galleries

• Track your success

Managing the workload


If you need some help getting started, here are some ideas to

fall back on:

• County fairs, circus

• First day of school

• Out at the park

• Restaurant/store grand opening

• School play

• Local hangouts

• High school sports events

• Community events like fundraisers,

5ks, talent shows

• Bridal expos

• Farmer’s markets

• Civic club events, meetings

• Museums, art galleries

• Prom, homecoming, graduation

• Tailgates

• For weekly ideas, visit

www.ghnewsroom.com

Inner Circle expectations


• Posed photos taken at community events


• Requirement same for all newsrooms: one per week

Seen-on-Scene

Strategy


Documents

Seen on Scene