9 Types of Local StoriesThat Cause EngagementNovember 2012
Why Did This Story Do Well?                    Facebook stats                    Shares: 162                    Likes: 59 ...
NPR Facebook Geotargeting Project• KPLU (Seattle), KQED (San Francisco), WBUR  (Boston), KUT (Austin) and KPCC (Southern  ...
What is it about certain local stories thatmake them more engaging than others?
NPR Digital Services Study• What we wanted to know: What types of local  stories are people more likely to share, like and...
9 Types of Local Stories             That Cause Engagement• These nine categories are the result of an analysis of  conten...
9 Types of Local StoriesThat Cause Engagement
Place Explainers
Place ExplainersEvery city has traits, quirks  and habits that are just  begging to be dissected.Place Explainers investig...
Place Explainers              Facebook stats              Shares: 188              Likes: 277              Comments: 73   ...
Place Explainers              Facebook stats              Shares: 138              Likes: 98              Comments: 15    ...
Place Explainers              Facebook stats              Shares: 80              Likes: 114              Comments: 58    ...
Crowd Pleasers
Crowd Pleasers We all love to brag every once inawhile about the area we call home.  Crowd Pleasers zero in on that   feel...
Crowd Pleasers            Facebook stats            Shares: 334            Likes: 564            Comments: 63        “Go S...
Crowd Pleasers           Facebook stats           Shares: 163           Likes: 338           Comments: 41         “Yaaay!!...
Crowd Pleasers           Facebook stats           Shares: 25           Likes: 76           Comments: 7         “Way to go ...
Curiosity Stimulators
Curiosity Stimulators You know those stories you come across that you can’t turn down? That’s a Curiosity Stimulator. It’s...
Curiosity Stimulators               Facebook stats               Shares: 109               Likes: 105               Commen...
Curiosity Stimulators                Facebook stats                Shares: 249                Likes: 364                Co...
Curiosity Stimulators                   Facebook stats                   Shares: 81                   Likes: 150          ...
News ExplainersEvent-based stories chronicle the news of a city. News Explainers   take those events and make sense of the...
News Explainers              Facebook stats              Shares: 556              Likes: 316              Comments: 20    ...
News Explainers               Facebook stats               Shares: 171               Likes: 141               Comments: 30...
News Explainers            Facebook stats            Shares: 233            Likes: 184            Comments: 31         “in...
Major Breaking News
Major Breaking News  Local areas are saturated with everyday news storiessuch as traffic jams and fires.Major Breaking New...
Major Breaking News               Facebook stats               Shares: 87               Likes: 17               Comments: ...
Major Breaking News                Facebook stats                Shares: 769                Likes: 2,087                Co...
Major Breaking News                Facebook stats                Shares: 543                Likes: 298                Comm...
Feel-Good Smilers
Feel-Good Smilers     Think “awww,” think“awesome,” think “hilarious.”  Most of all, think positive: this category is made...
Feel-Good Smilers            Facebook stats            Shares: 123            Likes: 289            Comments: 7          “...
Feel-Good Smilers              Facebook stats              Shares: 238              Likes: 245              Comments: 25  ...
Feel-Good Smilers            Facebook stats            Shares: 16            Likes: 108            Comments: 3          “N...
Topical Buzzers
Topical BuzzersA Topical Buzzer is the story    of the moment that  everyone’s talking aboutlocally. It grabs ahold of the...
Topical Buzzers             Facebook stats             Shares: 110             Likes: 479             Comments: 40        ...
Topical Buzzers              Facebook stats              Shares: 37              Likes: 131              Comments: 8      ...
Topical Buzzers             Facebook stats             Shares: 49             Likes: 244             Comments: 19         ...
Provocative Controversies
Provocative Controversies Have you ever come across a story about your city and you could feelyour blood beginning to boil...
Provocative Controversies                 Facebook stats                 Shares: 60                 Likes: 33             ...
Provocative Controversies                 Facebook stats                 Shares: 207                 Likes: 11            ...
Provocative Controversies                     Facebook stats                     Shares: 41                     Likes: 20 ...
Awe-Inspiring Visuals
Awe-Inspiring Visuals We already know people like to  gaze at beautiful images. Butpeople love to goggle at beautifulimage...
Awe-Inspiring Visuals               Facebook stats               Shares: 67               Likes: 214               Comment...
Awe-Inspiring Visuals               Facebook stats               Shares: 202               Likes: 160               Commen...
Awe-Inspiring Visuals                Facebook stats                Shares: 34                Likes: 59                Comm...
9 Types of Local Stories        That Cause Engagement  Place Explainers       Feel-Good Smilers  Crowd Pleasers           ...
Why Did This Story Do Well?               “Wow. And my favorite                                              Place Explain...
Takeaways• Headlines, local relevancy and digital commitment  all play roles in engaging content.• Contrary to common beli...
Find all of this on theNPR Digital Services site     http://bit.ly/9-types
Find all of this on theNPR Digital Services site     http://bit.ly/9-types
Continue the Questions      and Conversations          #NPRKnight   Eric Athas               Teresa Gormaneathas@npr.org  ...
9 Types of Local Stories that Cause Engagement
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9 Types of Local Stories that Cause Engagement

  1. 9 Types of Local StoriesThat Cause EngagementNovember 2012
  2. Why Did This Story Do Well? Facebook stats Shares: 162 Likes: 59 Comments: 28 “Wow. And my favorite campground was closed due to the ‘budget crisis’ so we couldnt go camping.” “That is DISGUSTING!!” KQED
  3. NPR Facebook Geotargeting Project• KPLU (Seattle), KQED (San Francisco), WBUR (Boston), KUT (Austin) and KPCC (Southern California).• Local station content is posted to NPR’s Facebook page and geotargeted to local markets.• The focus is on local content that people will engage with and share.
  4. What is it about certain local stories thatmake them more engaging than others?
  5. NPR Digital Services Study• What we wanted to know: What types of local stories are people more likely to share, like and comment on?• We looked at geotargeted stories that scored the highest volume of likes, shares and comments during July, August and September 2012.• We placed each story into a category. We were left with nine distinct categories of content that triggered the most likes, shares and comments.
  6. 9 Types of Local Stories That Cause Engagement• These nine categories are the result of an analysis of content over a three-month period.• There is overlap – some local stories live in multiple categories.• Good headlines, local relevancy and digital commitment played roles in successful content.• You don’t need the NPR Facebook page to apply this to your own social media and content plans.
  7. 9 Types of Local StoriesThat Cause Engagement
  8. Place Explainers
  9. Place ExplainersEvery city has traits, quirks and habits that are just begging to be dissected.Place Explainers investigate and explain these questions.
  10. Place Explainers Facebook stats Shares: 188 Likes: 277 Comments: 73 “Its because we like our free time and disposable income! “ “Because dogs will never ask you for $300 designer jeans.” KPLU
  11. Place Explainers Facebook stats Shares: 138 Likes: 98 Comments: 15 “Everyone is wearing The North Face” “For those of you who DONT live in Silicon Valley, I just want you to know, this is 100% true” KQED
  12. Place Explainers Facebook stats Shares: 80 Likes: 114 Comments: 58 “We moved from Boston a year and a half ago and havent looked back.” “Sun, affordable housing (compared to Brooklyn, NY), and UT” KUT
  13. Crowd Pleasers
  14. Crowd Pleasers We all love to brag every once inawhile about the area we call home. Crowd Pleasers zero in on that feeling of pride. These stories highlight positive news about the area you live in or the accomplishments of locals.
  15. Crowd Pleasers Facebook stats Shares: 334 Likes: 564 Comments: 63 “Go Seattle!” “We live in a great city!” KPLU
  16. Crowd Pleasers Facebook stats Shares: 163 Likes: 338 Comments: 41 “Yaaay!! GO Austin! “ “Austin is FULL. DONT MOVE HERE.” KUT
  17. Crowd Pleasers Facebook stats Shares: 25 Likes: 76 Comments: 7 “Way to go CA” “Must be the weather :)” KQED
  18. Curiosity Stimulators
  19. Curiosity Stimulators You know those stories you come across that you can’t turn down? That’s a Curiosity Stimulator. It’s a story about something unusual,remarkable, unbelievable or clever that’s tied to your local area.
  20. Curiosity Stimulators Facebook stats Shares: 109 Likes: 105 Comments: 13 “WOAH and where? SOMERVILLE” “It needs two pincers in the front.” WBUR
  21. Curiosity Stimulators Facebook stats Shares: 249 Likes: 364 Comments: 68 “We live in a strange strange town” “Am I the only one who wants to crash through it and yell ‘OH, YEAH!’?” KPLU
  22. Curiosity Stimulators Facebook stats Shares: 81 Likes: 150 Comments: 7 “This is awesome! Who has this kind of time on their hands??” “Whoa.” WBUR
  23. News ExplainersEvent-based stories chronicle the news of a city. News Explainers take those events and make sense of them. Rather than justtelling you what happened, News Explainers dissect why or how it happened.
  24. News Explainers Facebook stats Shares: 556 Likes: 316 Comments: 20 “Exactly what I was looking for!” “This is a great help in explaining the proposals…” KQED
  25. News Explainers Facebook stats Shares: 171 Likes: 141 Comments: 30 “The frog is certainly not graffiti ... bad form.” “while its sad, its the nature of public space…” KUT
  26. News Explainers Facebook stats Shares: 233 Likes: 184 Comments: 31 “in case you wondered...” “Explaining SFs natural air conditioning...” KQED
  27. Major Breaking News
  28. Major Breaking News Local areas are saturated with everyday news storiessuch as traffic jams and fires.Major Breaking News stories have a much bigger impact on a local area.
  29. Major Breaking News Facebook stats Shares: 87 Likes: 17 Comments: 24 “What is going on in my hometown where Ive lived all of my years?” “4 blocks from my work. Really makes you think about a lot.” KPLU
  30. Major Breaking News Facebook stats Shares: 769 Likes: 2,087 Comments: 73 “Woo hoo! Go us! A tiny blue island in this sea of red.” “City council resolutions, on anything, are useless..” KUT
  31. Major Breaking News Facebook stats Shares: 543 Likes: 298 Comments: 45 “The wind is gradually intensifying here in Lowell. Very scary.” “Be safe Revere, be safe.” WBUR
  32. Feel-Good Smilers
  33. Feel-Good Smilers Think “awww,” think“awesome,” think “hilarious.” Most of all, think positive: this category is made up of happy or humorous stories.
  34. Feel-Good Smilers Facebook stats Shares: 123 Likes: 289 Comments: 7 “So cute!” “Awwww!” KPLU
  35. Feel-Good Smilers Facebook stats Shares: 238 Likes: 245 Comments: 25 “A combination of two loves of mine: cookies and bicycles...” “nom nom nom nom nom” WBUR
  36. Feel-Good Smilers Facebook stats Shares: 16 Likes: 108 Comments: 3 “Now that is girl power!” “awesome ..” KQED
  37. Topical Buzzers
  38. Topical BuzzersA Topical Buzzer is the story of the moment that everyone’s talking aboutlocally. It grabs ahold of the story’s coat-tails and becomes part of the buzz.
  39. Topical Buzzers Facebook stats Shares: 110 Likes: 479 Comments: 40 “Good job, Mayor Menino!” “Wow!” WBUR
  40. Topical Buzzers Facebook stats Shares: 37 Likes: 131 Comments: 8 “This was right outside my office! Crazy kids...” “I have never seen the market so packed!” KPLU
  41. Topical Buzzers Facebook stats Shares: 49 Likes: 244 Comments: 19 “For my friends outside of LA. : )” “anyone in los angeles should watch this to its completion…” KPCC
  42. Provocative Controversies
  43. Provocative Controversies Have you ever come across a story about your city and you could feelyour blood beginning to boil? That’susually what happens when people encounter a Provocative Controversy -- they get ticked off and highly opinionated.
  44. Provocative Controversies Facebook stats Shares: 60 Likes: 33 Comments: 94 “I am disgusted.” “I feel enraged...” KPLU
  45. Provocative Controversies Facebook stats Shares: 207 Likes: 11 Comments: 88 “What the beep?...” “Absolutely despicable” KPLU
  46. Provocative Controversies Facebook stats Shares: 41 Likes: 20 Comments: 43 “This is just disgusting, and dangerous … This is sick.” “Racism at UT IS REAL.” KUT
  47. Awe-Inspiring Visuals
  48. Awe-Inspiring Visuals We already know people like to gaze at beautiful images. Butpeople love to goggle at beautifulimages of their city. Awe-InspiringVisuals capture that wonderment through photos and videos.
  49. Awe-Inspiring Visuals Facebook stats Shares: 67 Likes: 214 Comments: 21 “so cool!!!!” “oh, theres some ghosts up in that sucker!” KPCC
  50. Awe-Inspiring Visuals Facebook stats Shares: 202 Likes: 160 Comments: 11 “This is awesome!” “This is strangely mesmerizing. Worth a watch for sure.” KPLU
  51. Awe-Inspiring Visuals Facebook stats Shares: 34 Likes: 59 Comments: 3 “They are back.. and, just in time for Shark Week!” “We have so many amazing sharks here besides the white sharks. So cool!” WBUR
  52. 9 Types of Local Stories That Cause Engagement Place Explainers Feel-Good Smilers Crowd Pleasers Topical BuzzersCuriosity Stimulators Provocative Controversies News Explainers Awe-Inspiring VisualsMajor Breaking News
  53. Why Did This Story Do Well? “Wow. And my favorite Place Explainers campground was closed due to the ‘budget crisis’ Crowd Pleasers so we couldnt go camping.” Curiosity Stimulators News Explainers Major Breaking News “That is Feel-Good Smilers DISGUSTING!!” Topical Buzzers Provocative Controversies Awe-Inspiring Visuals KQED
  54. Takeaways• Headlines, local relevancy and digital commitment all play roles in engaging content.• Contrary to common belief, serious and meaningful content can be engaging.
  55. Find all of this on theNPR Digital Services site http://bit.ly/9-types
  56. Find all of this on theNPR Digital Services site http://bit.ly/9-types
  57. Continue the Questions and Conversations #NPRKnight Eric Athas Teresa Gormaneathas@npr.org tgorman@npr.org @ericathas @gteresa Photos Courtesy of Creative Commons Flickr users: Gold41, Dianax, Nirufe, Roeyahram, inaction, Daves-F-Stop, DennisBarnes, Sprochello, Cessums, byronv2

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