Inner Circle 2013


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Reviews expectations for Inner Circle 2013

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  • 15 minutes on your successes and this intro
  • Most companies are growing in single digits in page views every month. We’re still growing in double digits. Need to continue that growth.
  • Most companies are growing in single digits in page views every month. We’re still growing in double digits. Need to continue that growth.
  • Inner Circle 2013

    2. 2. Today’s agenda• Overview of changes to Inner Circle• GateHouse growth in digital• Web Cube - What stays the same - Photo galleries - Facebook - Twitter - Platform-appropriate publishing• News Cube - Platform-appropriate publishing• ResourcesAdditional information:• Videos that get the most views• Facebook “evergreen” posts• Twitter best practices
    3. 3. Changes to Inner CircleWeb Cube• Facebook: Weekend posting, additional posts for larger newsrooms• Twitter: Every reporter tweeting twice daily• Photo galleries: “Seen on scene” galleries• Platform-appropriate publishing: Changing “Only in Print” to “Coming in Print”
    4. 4. Changes to Inner CircleNews Cube• Platform-appropriate publishing: Changing “Only in Print” to “Coming in Print”• Reader involvement (callouts): No longer required• Community partner, public service ASFs: No longer required
    5. 5. Changes to Inner CircleWhy are reader involvement and ASFs no longer required?• As we transition to Design House, callouts will be added by designers. If you would like a local callout, include it on your Note to Design House.• Nearly all of our newsrooms have incorporated ASFs into their daily or weekly coverage plans. We still encourage newsrooms to run them.
    6. 6. GateHouse growth in digitalAs our digital audience grows, expectations for Inner Circle are increasingly web-focused.From January through November, GateHouse sites saw impressive increases from 2011 to 2012.• 18% Increase in overall pageviews 789M in 2011 to 932M in 2012• 22% Increase in pages per visit 2.9 in 2011 to 3.5 in 2012• 86% Increase in average time on site 2:19 in 2011 to 4:18 in 2012
    7. 7. GateHouse growth in digitalSocial media referrals and mobile traffic also saw impressive gains.• 17% Increase in Facebook referrals 8.7M in 2011 to 10M in 2012• 109% Increase in mobile Facebook referrals 365K in 2011 to 765K in 2012• 256% Increase in mobile pageviews 12.5M in 2011 to 40.7M in 2012
    8. 8. Changing audience Why such an emphasis on social media? • 19% of Americans viewed news on social media within the last day - up from 9% in 2010 • 33% of adults younger than age 30 viewed news on a social networking site within the last day. Only 13% read a newspaper in print OR digital form. - Pew Research Center, Sept. 2012
    9. 9. Changing audience • 23% read a print newspaper within the last day, about half since 2000 (47%). • 23% of adults in their 40s viewed news within the last day on social networks - up from only 8% in 2010. - Pew Research Center, Sept. 2012
    10. 10. Web Cube - Staying the same • Updates 1-2 staff: 2 or more daily 3-5 staff: 5 or more daily 6-19 staff: 10 or more daily 20 or more staff: 15 or more daily • Blogs 1-2 staff: 2 bloggers 3-5 staff: 2 bloggers 6-19 staff: 3 bloggers 20 or more staff: 6 bloggers Bloggers should be posting at least twice weekly
    11. 11. Web Cube - staying the same • Video 1-2 staff: 1 per week 3-5 staff: 2 per week 6-19 staff: 3 per week 20 or more staff: 5 per week
    12. 12. Web Cube - photo galleriesStarting in 2013, newsrooms will be asked to produce “seen on scene” galleries• Galleries consist of photos taken of people at community events: photographers ask for permission to take photos and set up the frame.• Galleries would be similar to those often found in the back of a city magazine: two or three people per shot.GOAL Get lots of photos with local people on our websites and in some cases, our print products.
    13. 13. Web Cube - photo galleriesWhy are seen-on-scene galleries now required?These galleries generate large numbers of page views, unique visitors and increases time on site.Should we differentiate between a regular news photo gallery and a seen-on-scene gallery?Yes. News galleries are spontaneously generated, mostly candid shots, and cutline information is specific in identifying the subjects and giving the reader information regarding the event. Seen-on- scene galleries are posed shots, and cutlines are very broad, generally just event-identifying information.
    14. 14. Web Cube - photo galleriesWhose responsibility is it to shoot these galleries?It is ultimately the editor’s call, but everyone in the newsroom should be trained and capable of shooting this type of gallery: photographers, reporters, editors.What type of events work best?Any event where there is a high concentration of people. Examples include: festivals, shows, county fairs, competitions, fundraisers, sporting events and school functions.
    15. 15. Web Cube - photo galleriesHow many people should typically be in a seen- on-scene photo?Two or three. The goal is to make the faces easily identifiable.How do I write a cutline for a seen-on-scene gallery?Only the event is identified in these galleries. For example: The fourth annual Rotary Club Oktoberfest was held on Oct. 6 at Heritage Hall in Ardmore, and was attended by more than 2,000 people.
    16. 16. Web Cube - photo galleriesHow can we use these photos in print if we aren’t naming everyone in them?Newspapers already run photos without naming everyone in them. During a perp walk, the officers in the shot are rarely identified. In sports photography, referees are never named. Running photos with unidentified people isn’t unusual. Seen-on-scene photos can be largely promotional – include a callout for reader-submitted photos from that event or others. Ultimately, editors and publishers can make their own decision on whether to include seen-on-scene photos in print. Only online publication will be required.
    17. 17. Web Cube - photo galleriesHow many seen-on-scene photos are required to qualify for a gallery?In this type of gallery, more is better. A gallery should have a minimum of 15 photos in it.Where will these galleries be hosted on our website?There will be a new bucket and tab created within the “Our Photos” section. To publish to this bucket, select the “Seen on scene” taxonomy. Publishing the galleries to your carousel will promote them and result in more pageviews.
    18. 18. Web Cube - photo galleriesCan community groups and individuals contribute to these galleries?Yes. If community members have taken seen-on- scene style photos, you can upload them to your site just like a gallery a staff member shot.Can subjects purchase the photos?Yes, they would use the same process that is used to purchase news photos.
    19. 19. Web Cube - photo galleries Are there examples of newsrooms doing this well? The Utica Observer- Dispatch has been posting these galleries with great success. Visit and click on the iSpy tab under the photo bucket to see examples.
    20. 20. Web Cube - FacebookStarting in 2013, newsrooms will be asked to post to Facebook every day of the week.Larger newsrooms will also have increased posting expectations• Readers are typically more active on Facebook during the weekends, and we need to reach our audience then.• Posting more than twice daily gives more opportunity to promote your brand and content.GOAL Increase our website referral traffic from Facebook for more pageviews
    21. 21. Web Cube - FacebookWhy are we increasing the number of Facebook posts each day for some papers?According to industry best practices and many studies, newsrooms should post 4-6 times a day. A greater frequency of posts drives more page referrals and fan engagement.We encourage even our smallest newsrooms to post more than twice a day as often as they can.Why are we posting on weekends?Studies have shown fan engagement – in terms of clicks, comments and likes – is greater on weekends, and outside of normal working hours during the week.
    22. 22. Web Cube - FacebookHow do I post to Facebook when I’m not at work?You can use Facebook’s scheduling tool, or free online tools such as Hootsuite or Tweetdeck.Here’s how you schedule posts right on Facebook:From your Pages sharing tool:• Choose the type of post you want to add to your page• Click the clock icon in the lower-left of the sharing tool• Choose the future year, month, day
    23. 23. Web Cube - FacebookWhat times should I post to Facebook?Post as soon as you get into the office, to hit the early Facebook traffic, and schedule a post once in the evening after 6 p.m. If you are posting more than twice a day, spread your posts out during the day and schedule posts to run between 6 – 10 p.m. Studies have shown users engage most with content after work hours.
    24. 24. Web Cube - TwitterStarting in 2013, all reporters will be asked to tweet from a professional account• News consumers are increasingly turning to Twitter for headlines, updates and interaction• Reporters should be tweeting at least twice each working day, and multiple times during breaking news coverageGOAL Increase reach, community interaction and potentially find stories and sources via Twitter
    25. 25. Web Cube - TwitterWhy should I have a Twitter account that is separate from the newspaper’s account?A reporter’s Twitter account is a place for the reporter to tweet color and background on stories, to live-tweet a big story, sporting event or breaking news as it happens and to engage with followers on a more personal level.However, it is important to show your personal side on Twitter. So, you could tweet something like this: “Had breakfast downtown this morning; amazing progress being made on 3rd Street.” Or “Had breakfast downtown; they have a ways to go before 3rd Street will be up and running.”
    26. 26. Web Cube - TwitterWhat should my Twitter handle be?A reporter’s Twitter handle should be some combination of the reporter’s name and the newspaper Twitter handle.For example, the State Journal-Register’s Twitter handle is @SJ-R. Reporter Molly Beck’s Twitter handle is @MollyBeckSJRHow often should I tweet?You should tweet at least two scheduled Twitter posts each day, more if you are tweeting live from a big story or breaking news event.
    27. 27. Web Cube - TwitterHow much tweeting is too much?Unless you are live tweeting, you shouldn’t tweet more than four times in one day. Studies have shown this is the maximum number for the best engagement. When you are live tweeting, your followers will expect you to keep them continuously updated throughout the event.When should I tweet?For scheduled tweets, tweet once in the morning (as soon as you get to work), and once in the late afternoon, between 2 and 5 p.m. Those are the times your followers are more likely to see and respond to your tweets.
    28. 28. Web Cube - TwitterWill I get in trouble if I tweet an opinion?You should consider carefully the impact of posting an opinion on Twitter from your professional account. If it isn’t about something you cover, consider the necessity of sharing that opinion. If unsure, ask your editor.Im an editor without a reporter. I have a newspaper Twitter account - do I also have to have an account in my name?We strongly encourage editors without reporters to set up personal, professional Twitter accounts in order to reap all the same benefits reporters would: the ability to engage with fans on a more personal level, find news and tips.
    29. 29. Web Cube - Platform publishingStarting in 2013, the “Only in Print” strategy is being replaced with “Coming in Print”• The current print version of Only in Print refer has become forced in its appearance and in what it represents. It also has run its course with the advent of premium content.• “Coming in Print” should be featured on your homepage as often as you publish.GOAL Promote future print content and continue to differentiate our content on multiple platforms
    30. 30. Web Cube - Platform publishingHow is the platform-appropriate publishing requirement changing for Inner Circle 2013?In 2012, newsrooms teased several items online each day that were appearing exclusively in that day’s print edition. In 2013, newsroom should tease one or more items that will be published exclusively in an upcoming print edition - “Coming in Print.”The “Coming in Print” promotion should appear on your homepage as often as you publish.
    31. 31. Web Cube - Platform publishingI can’t predict the news, and don’t know what’s coming in my next edition. How can I meet this requirement?We all need to improve planning and budgeting to accomplish this initiative. You don’t have to tease hard news coverage, but rather, standing features or other planned pieces. Some examples of content to tease are:• Enterprise, topics stories and ongoing coverage• Special sections• Sports feature or special coverage• Column or editorial on a high-interest topic
    32. 32. Web Cube - Platform publishingIs there a specific way to write the promotion?The promos should be written in an engaging way, and be more than a simple description of the story such as: School board meets Friday; or Catch all of the prep football scores. Examples:• COMING IN PRINT: Who gets the drug money? There are advantages for local law enforcement to making busts beyond taking dealers off streets.• COMING IN PRINT: Are state workers entitled to free health coverage? Our edit board takes on the contentious topic stirring at the Statehouse.• COMING IN PRINT: 3,000 yards and counting. Rochester quarterback Wes Lunt is surpassing records. For the senior, however, there is one accomplishment that outweighs all.
    33. 33. News Cube - Platform publishing How should “Coming in Print” be featured in print? “Coming in Print” should appear in every issue you publish, on the front-page rail or, if your newspaper is a tab, another prominent area. Do we still need to promote “Only Online” in print? Yes. The requirement for “Only Online” remains the same - tease at least two online exclusive items in every issue you publish.
    34. 34. Recap, your questions Web Cube News Cube • Facebook posts on • “Only in Print” to weekends, more posts “Coming in Print” for bigger papers • “Only Online” stays • Daily tweeting for every the same reporter • Reader involvement • “Seen on scene” (callouts): No longer galleries part of photo required gallery requirement • Community partner, • “Only in Print” to public service ASFs: No “Coming in Print” longer required • Updates, video and blogs are the same
    35. 35. Resources• More detailed information and expanded Q&As can be found in the 2013 Inner Circle Handbook. Download the handbook at• Contact your content team manager: Mike Turley Sarah Corbit Carlene Cox
    36. 36. Tips, ideas and suggestions If you have everything you need, feel free to sign off. Thanks for joining. Additional information: • Videos that get the most views • Facebook “evergreen” posts • Twitter best practices
    37. 37. Video ideas After more than a year of having our newsrooms shooting video, we are able to gain an understanding of what kinds of videos get the most views using Google Analytics. Using this information, as well as researching what kinds of videos get the best views on other news sites, we are now able to give our newsrooms specific recommendations.
    38. 38. Videos that get the most views Breaking news Crime-related videos (court appearances, crime scenes), as well as fire and crash scene videos. Other kinds of breaking news-related videos do well, too – funeral processions (soldier, police, firefighter) as well as vigils, impromptu memorial sites, and remembrances by family and friends of victims. Weather videos Severe weather as it occurs – such as hail, high waves, flooding – as well as storm or flood aftermath – crews clearing roads after a blizzard, neighbors clearing limbs after a severe wind, residents talking about their experiences in the aftermath of a tornado.
    39. 39. Videos that get the most views Feature videos Business-related videos were among the top feature videos. Profiles of existing local businesses or tours of new business got good views. Events Parades, festivals, holiday strolls, public performances - as well as big school events such as the pre-prom promenade or a spelling bee. Beginnings and endings of projects Tours of newly completed or renovated schools, YMCAs, tourism centers, highways and bridges. Demolitions were view-getters as well – schools, old stores, bridges, restaurants.
    40. 40. Videos that get the most views Celebrities Make sure the celebrity’s name is in the title of the video. Sports Area football preview videos do well, as do previews of upcoming tournament games. For additional video ideas, see the 2013 Inner Circle Handbook.
    41. 41. More on FacebookThe Facebook “Mom, I’m bored” listA roundup of 30 any-time posts to liven up your page 1- Group shots for tagging 2- Vote on online poll 3- Every video you ever post 4- Every photo gallery you ever post 5- Something upcoming from events calendar
    42. 42. More on Facebook 6- New blog post 7- Weather updates 8- Random pictures around town 9- Online only canned content 10- Questions about national stories
    43. 43. More on Facebook11- Stuff your newsroom is doing12- Comments on national sports13- Sweet deals, freebies14- Gratuitous cute kid photos15- Historical photos
    44. 44. More on Facebook 16- Cool story quotes 17- Political cartoons 18- Entertainment-driven commentary 19- Local editorials, columns 20- Local sports predictions
    45. 45. More on Facebook 21- Gratuitous pet photos 22- PDF of cool print design 23- Local athlete stats 24- Popular on our site 25- From the archives
    46. 46. More on Facebook 26- Newsroom poll (keep it clean) 27- In case you missed it 28- Share a fan’s post 29- Random “It’s (blank) day!” 30- Shameless Twitter promotion
    47. 47. Twitter best practices Start a conversation Twitter accounts that only feature headlines are not engaging. Followers want to know that there’s a person behind a Twitter account, and they want to hear that person’s voice. Instead of always tweeting headlines, try starting a conversation about your stories. Tweet about your favorite part of a story, share a detail about the reporting process, or pose a question. When someone answers the question, respond to them. Starting conversations about our work on Twitter — and adding to the ones already taking place — helps strengthen our voices as journalists.
    48. 48. Twitter best practices Give your audience a behind-the-scenes look at the reporting process What is happening at the scene, who are you photographing, what was said at the end of an interview? Keep up with sources, find ideas Twitter can be a powerful tool for finding story ideas and keeping up with news about your beat. If you’re a food critic, follow food bloggers and restaurants in your area. If you’re a sports reporter, follow local coaches and athletes.
    49. 49. Twitter best practices Find local sources You can search for people locally who have tweeted about a topic you are covering or ask your followers if they have knowledge of the topic. If you find local people you want to interview, ask them to send you a Direct Message with their contact information. Twitter is a solid starting point. It doesn’t replace traditional shoe-leather reporting; it just helps you find sources you may not have otherwise come across. It’s up to you to follow up with the sources you find and, when appropriate, interview them.
    50. 50. Twitter best practices Find and capture reaction Twitter is a great tool for seeing how people are reacting to news. Help your audience keep track of an ongoing story When reporting on an ongoing story, some news sites create separate Twitter accounts. The Orlando Sentinel created a Casey Anthony account that amassed nearly 42,000 followers. Reporters used the account to live tweet from the trial.
    51. 51. Twitter best practices Build your credibility Misinformation can spread quickly on Twitter, especially during breaking news situations. Show credibility by debunking bad information and only tweeting information you’ve verified. This doesn’t mean you shouldn’t tweet during breaking news situations. You can phrase your tweets by saying something along the lines of, “X is reporting Y, but we haven’t been able to confirm this information yet.” Or send a couple of tweets saying: “We are working on this story and will tweet updates as soon as we have them. Here’s what we do know…”
    52. 52. Twitter best practices Make sure you have a good, clear bio for yourself “Joe Reporter, covering all things cops and courts in Peoria, Ill.” Use hashtags for topics and towns you cover “Think #mayorjones will run again in #Peoria?” Make sure the hashtags are consistent with your newspaper’s hashtags and with the way others in the community use them. Hashtags are important for joining and guiding community conversation on Twitter.
    53. 53. Twitter best practices Keep your tweets under 140 characters Keep it short so other Twitter users can retweet your posts easily with their own comments. Retweet valuable tweets When you retweet someone else, always put RT at the beginning of your tweet, and included the original tweeter’s name, with the @ symbol: “RT @jtweeter is right. Tonight’s game is most important of season.”