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THE FACEBOOK PROJECT GATEHOUSE NEWS & INTERACTIVE DIVISION

THE FACEBOOK PROJECT GATEHOUSE NEWS & INTERACTIVE DIVISION. Agenda. What was the goal of this project? Why is it important? How did we increase fan engagement? What were the measures of successful fan engagement? Participants share their insights and experiences Questions.

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THE FACEBOOK PROJECT GATEHOUSE NEWS & INTERACTIVE DIVISION

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  1. THE FACEBOOK PROJECTGATEHOUSE NEWS & INTERACTIVE DIVISION

  2. Agenda What was the goal of this project? Why is it important? How did we increase fan engagement? What were the measures of successful fan engagement? Participants share their insights and experiences Questions

  3. Project participants Nicole Simmons, MetroWest Daily News (Framingham, Massachusetts) Carlene Cox, Dover Post (Dover, Delaware) Andrew Nash, Morning Sun (Pittsburgh, Kansas) Rob Miller, The Bulletin (Norwich, Connecticut)

  4. What we did We chose 4 papers of varying sizes who were very active on Facebook We provided them with recommendations on when to post and what kind of content to post We set a timeline of 3 months to gauge the results We checked in with them at regular intervals to gain an understanding of how they thought the experiment was going We audited their Facbook pages once a month

  5. What were the goals of this project? Increased fan engagement on Facebook More comments More Likes More traffic to our websites To test the concept of posting certain kinds of content on certain days

  6. Why is this important? Drives traffic to your site Helps grow your audience

  7. What did we base our plan on?

  8. What were the recommendations? Specific types of content Specific times Specific days

  9. How did we increase fan engagement? • Specific types of content: • Breaking news • Sports • Entertainment • Auto • Food • Business • Health • Travel • Events

  10. How did we increase fan engagement? Always post with a comment Make it a question whenever possible

  11. How did we increase fan engagement? • Specific times: • Fan engagement is highest before 9 a.m. and after 9 p.m. • Post at these times: • 7 a.m. • 11 a.m. • 4 p.m. • 7 p.m. • 11 p.m.

  12. How did we increase fan engagement? • Specific days • Highest days for fan engagement: • Thursdays • Fridays • over the weekend

  13. Daily posting schedule Sunday: 7 a.m.: Local option 11 a.m.: Sports 4 p.m.: Automotive 7 p.m.: Entertainment 11 p.m.: Poll Monday: 7 a.m.: Story from previous day 11 a.m.: Reader callout 4 p.m.: Interesting, quirky, funny story 7 p.m.: Most viewed story of the day 11 pm.: Photo gallery

  14. Daily posting schedule Tuesday: 7 a.m.: Story from previous day 11 a.m.: Food 4 p.m.:Blog 7 p.m.:Most commented story 11 p.m.: Animal shelter pet of the week Wednesday: 7 a.m.: Story from previous day 11 a.m.: Business 4 p.m.: Blog 7 p.m.: Biggest news story of the day 11 pm.: Most viewed story of the day

  15. Daily posting schedule Thursday: 7 a.m.: Story from previous day 11 a.m.: Health 4 p.m.:Only in Print 7 p.m.:Game advance/weekend sports 11 p.m.: Most commented story of the day Friday: 7 a.m.: Story from previous day 11 a.m.: Weekend event 4 p.m.: Top story from the week 7 p.m.: Most recent video or most popular video 11 pm.: Weekend weather forecast

  16. Daily posting schedule Saturday: 7 a.m.: Story from previous day 11 a.m.: Opinion 4 p.m.:Weekend photo gallery 7 p.m.:Reader gallery 11 p.m.: Weather

  17. How do we measure success? Google Analytics Facebook page monitoring Facebook Insights

  18. Project stats Fan/friend stats: As of Oct. 4, 2011 MetroWest Daily News: 986 - 28% increase from July 7 Dover Post: 2597 - 37% increase The Morning Sun: 1342 - 6% increase Norwich Bulletin: 2096 - 9% increase

  19. Project stats Google Analytics: MetroWest Daily News 31% change Y/Y

  20. Project stats Google Analytics: Dover Post 15% change Y/Y

  21. Project stats Google Analytics: The Morning Sun 55% change Y/Y

  22. Project stats Google Analytics: Norwich Bulletin 12% change Y/Y

  23. Project stats Google Analytics: The hard numbers

  24. Project stats Facebook Insights: MetroWest Daily News

  25. Project stats Facebook Insights: Where to find them – old page

  26. Project stats Facebook Insights: Where to find them – new page

  27. Participant experiences and insights

  28. Participant experiences and insights How effective overall do you think the tips you learned from participating in the project were? What was the most important lesson you learned? What was the most surprising thing you learned? Did you continue to follow the posting guidelines once the project was over? What, if anything, did you do differently from the recommendations?

  29. The takeaways Post content during times of peak engagement using Hootsuite or delayed publishing in Zope: 7 a.m., 11 a.m., 4 p.m., 7 p.m., 11 p.m. Schedule content to post over the weekend Ask a question when you can Post content other content in addition to hard news Use Facebook Insights to track engagement Use Google Analytics to track page referrals

  30. Questions Your questions, answered

  31. THE FACEBOOK PROJECTGATEHOUSE NEWS & INTERACTIVE DIVISION

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