2. Agenda
What is a Seen-on-Scene gallery?
Purpose behind the initiative
GateHouse expectations
Our study, findings
Thoughts from our participants
Recommendations
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
5. Seen-on-Scene purpose
• Page views, page views, page views
• Click throughs to additional content
• More community faces
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. 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. 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. Seen-on-Scene study
• Three newsrooms
• Two-month time frame
• August-September 2013
• Compared data to June-July 2013
• Specific criteria for promotion
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. 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. 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. 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. 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. 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.
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. 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
21. Our recommendations
SEO is an absolute must
• Town/city names
• Team/event names
• Important people names
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. Our recommendations
Use the Facebook bump
• Post a couple images, ask people to tag
• Re-post on the weekends
• Be conversational, ask a question
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. Our recommendations
Make sure faces are clear
• Group, action shots got fewer pageviews
• Identifiable people is key for sharing
• Differentiate from news galleries
27. Our recommendations
Use print promotion for best
• Capture a different audience
• Promotions shouldn’t become furniture
• Be selective, be showy
