Seen-on-Scene
strategy

GateHouse Media
News & Interactive

For audio, call (888) 398-2342
Access code: 585-200-4058
Agenda
 What is a Seen-on-Scene gallery?
 Purpose behind the initiative
 GateHouse expectations
 Our study, findings
...
What is Seen-on-Scene?
• Posed photos taken at community events
• Two to three people per shot
• 15 or more photos per gal...
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 newsroom
At least one per week

3-5 person newsroom
At least one per week

6-19 person n...
Seen-on-Scene study
• Three newsrooms
• Two-month time frame
• Specific criteria for promotion

OBJECTIVE: Determine wheth...
Seen-on-Scene study
• Three newsrooms
• Augusta Gazette | Augusta, Kan. | 1.5K circ | 32K/mo PV
• Lake Sun Leader | Camden...
Seen-on-Scene study
• Three newsrooms
• Two-month time frame
• August-September 2013
• Compared data to June-July 2013

• ...
Seen-on-Scene study
• Three newsrooms
• Two-month time frame
• Specific criteria for the galleries
•
•
•
•
•

Posted to ca...
Seen-on-Scene study
• Will increased promotion lead to more page views?
• How are viewers getting to the galleries?
• Do S...
Seen-on-Scene study
• Two out of three newsrooms saw significant gains in
Seen-on-Scene page views.

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

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

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

• Most Seen-on-Scene ...
Seen-on-Scene study
Augusta Gazette
•PAGE VIEWS 199.8% increase
•ENTRANCES 42% Facebook, 35%
direct, 22% search

•MOST POP...
Seen-on-Scene study
Herald News
•PAGE VIEWS 39% increase
•ENTRANCES 6% Facebook, 35%
direct, 43% search

•MOST POPULAR 5,8...
Seen-on-Scene study
Lake Sun Leader
•PAGE VIEWS 24% decrease
•ENTRANCES 44% Facebook, 21%
direct, 31% search

•MOST POPULA...
Study conclusions
IT WORKS Seen-on-Scene galleries are page view

generators when done correctly and promoted
MARKET DOE...
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 ...
Our recommendations
Use the Facebook bump
• Post a couple images, ask people to tag
• Re-post on the weekends
• Be convers...
Our recommendations
Be consistent, post weekly
• SOS galleries lead to other page views
• Return viewers get familiar with...
Our recommendations
Post as many images as possible
• Recommended target is 15
• Post more at popular events
• Get as many...
Our recommendations
Make sure faces are clear
• Group, action shots got fewer pageviews
• Identifiable people is key for s...
Our recommendations
Use print promotion for best
• Capture a different audience
• Promotions shouldn’t become furniture
• ...
Participant feedback

Kent Bush
Augusta

Lynne Sullivan
Fall River

Spree Hillard
Camdenton
Managing the workload
Aim for two a week
Double dip on assignments
Identify a Seen-on-Scene champion
Reuse galleries
...
Seen-on-Scene
strategy

GateHouse Media
News & Interactive
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Seen-on-Scene strategy, recommendations

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  • Seen-on-Scene strategy, recommendations

    1. 1. Seen-on-Scene strategy GateHouse Media News & Interactive For audio, call (888) 398-2342 Access code: 585-200-4058
    2. 2. Agenda  What is a Seen-on-Scene gallery?  Purpose behind the initiative  GateHouse expectations  Our study, findings  Thoughts from our participants  Recommendations
    3. 3. 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
    4. 4. What is Seen-on-Scene? • NO: Group shots • NO: Action shots • NO: Inanimate objects
    5. 5. Seen-on-Scene purpose • Page views, page views, page views • Click throughs to additional content • More community faces
    6. 6. GateHouse expectations 1-2 person newsroom At least one per week 3-5 person newsroom At least one per week 6-19 person newsroom At least one per week 20+ person newsroom At least one per week
    7. 7. 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.
    8. 8. 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
    9. 9. Seen-on-Scene study • Three newsrooms • Two-month time frame • August-September 2013 • Compared data to June-July 2013 • Specific criteria for promotion
    10. 10. 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
    11. 11. 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?
    12. 12. 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.
    13. 13. 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.
    14. 14. 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.
    15. 15. 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.
    16. 16. Seen-on-Scene study Augusta Gazette •PAGE VIEWS 199.8% increase •ENTRANCES 42% Facebook, 35% direct, 22% search •MOST POPULAR 985 vs. 5,023
    17. 17. Seen-on-Scene study Herald News •PAGE VIEWS 39% increase •ENTRANCES 6% Facebook, 35% direct, 43% search •MOST POPULAR 5,817 vs. 6,277
    18. 18. 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
    19. 19. 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
    20. 20. Our recommendations Building your Seen-on-Scene toolbox
    21. 21. Our recommendations SEO is an absolute must • Town/city names • Team/event names • Important people names
    22. 22. Our recommendations On-site promotion is key • Post every gallery to carousel • Re-post on weekends if possible • Link to galleries from other content
    23. 23. Our recommendations Use the Facebook bump • Post a couple images, ask people to tag • Re-post on the weekends • Be conversational, ask a question
    24. 24. Our recommendations Be consistent, post weekly • SOS galleries lead to other page views • Return viewers get familiar with brand
    25. 25. 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
    26. 26. Our recommendations Make sure faces are clear • Group, action shots got fewer pageviews • Identifiable people is key for sharing • Differentiate from news galleries
    27. 27. Our recommendations Use print promotion for best • Capture a different audience • Promotions shouldn’t become furniture • Be selective, be showy
    28. 28. Participant feedback Kent Bush Augusta Lynne Sullivan Fall River Spree Hillard Camdenton
    29. 29. Managing the workload Aim for two a week Double dip on assignments Identify a Seen-on-Scene champion Reuse galleries Track your successes
    30. 30. Seen-on-Scene strategy GateHouse Media News & Interactive

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