meh to epic opm 12

FROM ‘MEH’ TO ‘EPIC’Learning from Online

Pacemaker finalists

JEA/NSPA Seattle Convention • April 14, 2012

Logan Aimone, MJENational Scholastic Press Association

Wednesday, April 18, 12

Introduction

The Pacemaker is the highest honorin scholastic journalism. For eight decades, it has recognized trend-setters and go-getters, effort and enterprise, achievement and talent.Today, the Pacemaker continues to recognize the best student journalism in the nation.


Keep in mind …

• The images seen in this presentation are2012 Online Pacemaker Finalists.

• Winners will be announced at Saturday’s awards ceremony.

• Inclusion in this presentation does not indicate a website’s status as a winner.

• Do not read anything into whether an example was included here.


Who’s judging?• Pacemaker judges are professionals

working in media as well as a range of experts familiar with student media.

• A team of working digital media journalists from metro daily newspapers and journalism nonprofits judged the 2012 Online Pacemakers.


Who’s judging?• Entries are judged holistically. There is

not a rubric with points attached to certain criteria.

• Judging is by nature somewhat subjective based on NSPA’s Multimedia Guidebook.


How do they judge?

• The number of Pacemaker finalists and winners is proportional to the number of entries.

• The number is not fixed, but about half of the finalists will be named winners.

• This is a contest, not a critique.

• Judges provide general feedback on the finalists. Some teams are more thorough.


What do they judge?

• Coverage and Content

• Interactivity and Community Tools

• Breaking News

• Design and Navigation

• Rich Media


Judges said top sites stood apart for:

• Quality writing and video. It’s done exceptionally well, it’s fresh and it’s posted regularly.

• Engagement and interaction beyond comments. Using Facebook and Twitter to ask questions, inviting users to submit content and even having fun like caption contests.


Judges said top sites stood apart for:

• Good navigation. Don’t bury the important content beneath a confusing layout that requires many clicks to find.

• Innovation. Latest news summary. Ticker. Curated content. Mobile version. Sub-sites. Social media integration. App with push notifications. Live chats.


Coverage & Content• Coverage is comprehensive, focusing on

many aspects of the high school community it serves, including academics, school activities, faculty and administration and student affairs.

• Includes Web-exclusive content, such as blogs, interactive elements, video, audio and breaking news.

• Same standards for excellence as print.


From the judges on Content & Coverage:• The front page content must be fresh.

The Web cycle is not tied to the print cycle.

• Go get stories — use research and enterprise. Eliminate fluff. Avoid repeating content that can be found elsewhere. Produce for your audience.


From the judges on Content & Coverage:• When a high school’s website is lopsided

with 10 reviews and one good news story, rethink priorities. Your readers can find CD reviews anywhere. Make it relevant and specific to the school. Staff picks and playlists add a more personal touch than just “This CD sucks.”

• Avoid multimedia for the sake of multimedia. Label a slide show or video as just that. Write headlines that inform and work online, not just in print.


Paly VoicePalo Alto HS • Palo Alto, Calif.Coverage & Content

Coverage is prioritized and organized for visitors. Ticker and “latest” sidebar highlight newer stories.


http://www.palyvoice.com

http://www.palyvoice.com

Rider OnlineLegacy HS • Mansfield, TexasCoverage & Content

Strong storytelling in writing and video. Good use of in-depth features on “We Are Legacy” tab.


http://www.therideronline.com

http://www.therideronline.com

El EstoqueMonta Vista HS • Cupertino, Calif.Coverage & Content

Well-written stories revealed significant issues, like the reporter’s online conversation with a substitute teacher charging students for editing.


http://elestoque.org

http://elestoque.org

Interactivity and Community Tools

• Readers can interact through comments, discussions and polls.

• Social networking tools (links, sharing, guides) empower and engage the reader.

• Readers can submit content, story ideas and letters. There’s a method to do so.

• Website uses reader-generated content.


From the judges on Interactivity/Tools:• Make sure readers can post comments,

which encourage return visits and foster a sense of community.

• Treat the Web as its own unique platform. Use the capabilities of the Web for interaction and context.

• Extend engagement with reply tweets and discussions on social media platforms.


From the judges on Interactivity/Tools:• Make your site more engaging. Few

websites offered places to submit content, news or photos, but use was rare. It's a huge missed opportunity.

• Make the “Submit Letter to Editor” more prominent, and use Facebook and Twitter to solicit answers for your “Question of the Week”-type features.


Grizzly GazetteGranite Hills HS • Porterville, Calif.Interactivity / Tools

Complete Spanish section. Strong social media presence. Reader-submitted photos add content.


http://grizzlygazette.net

http://grizzlygazette.net

Niles West NewsNiles West HS • Skokie, Ill.Interactivity / Tools

Makes use of a variety of social platforms, including Tumblr and Flickr.


http://www.nileswestnews.org

http://www.nileswestnews.org

Foothill Dragon PressFoothill Technology HS • Ventura, Calif.Interactivity / Tools

Site demonstrates a strong social media presence with lots of engagement. Poll is placed prominently on front page. They have a Tumblr, too.


http://foothilldragonpress.org

http://foothilldragonpress.org

Breaking News

• Frequency of update is a consideration.

• Multiple media — which may include photos, graphics, text, audio, video and interactive elements — are used to report breaking news events.

• Coverage is useful and related to school community.

• News is accurate, even if the information is incomplete.


From the judges on Breaking News:

• The Web ages quickly and old stories indicate that the editorial team isn’t updating very often and visitors aren’t coming frequently.

• Don’t bury the new content. Make sure it is highlighted.

• Surface all content about a hot topic on campus. This makes it available for readers to review and assists first-time visitors.


Black & WhiteWalt Whitman HS,Breaking News

Prominent stories are handled through “Most Popular” tab and for recently added or recent comments.


http://www.theblackandwhite.net/

http://www.theblackandwhite.net/

Knight ErrantBenilde-St. Margaret’s School • St. Louis Park, Minn.Breaking News

“Quick Look” is a great overview of latest news and updates. Surfacing content of major news story (right sidebar) highlights continuing story.


http://bsmknighterrant.org/

http://bsmknighterrant.org/

Design & Navigation• The site is visually appealing, drawing

readers into stories.

• Navigation is easy; readers can effortlessly find what they seek.

• News is presented in a clear hierarchy, with the most important and/or newest stories prominently displayed.

• Multiple elements of a story are packaged together into an integrated unit.


From the judges on Design & Navigation:• Content carousels are cool but should be

used deliberately and not because a CMS template offers them.

• Avoid moving widgets, headline tickers and marquees. Your front-page carousel should be about the only thing animated on your home page.


From the judges on Design & Navigation:• Present a cohesive look and feel.

Templates offer clean designs to follow, but bad color choices or a cluttered masthead/flag image set apart experts from amateurs.

• Organize links logically for the viewer. They likely seek the latest sports stories before contact information and about us.

• Avoid cutesy headlines/tabs or headlines without teaser text.


Silver Chips OnlineMontgomery Blair HS • Silver Spring, Md.Design & Navigation

Clean design is easy to navigate. Headlines and summaries invite readers to continue. Emphasis is on communicating information — attention paid to the user’s experience.


http://silverchips.mbhs.edu

http://silverchips.mbhs.edu

Harbinger OnlineShawnee Mission East HS • Prairie Village, Kan.Design & Navigation

Clean and easy to navigate. Those should be goals of any website, and this one stands out. Tabs organize content for visitors beyond obvious categories.


http://www.smeharbinger.net

http://www.smeharbinger.net

FourcastHockaday School • Dallas, TexasDesign & Navigation

Simple, elegant design stands out from the pack. Attention is focused on the carousel with other featured content down the page or via tabs.


http://hockadayfourcast.org/

http://hockadayfourcast.org/

Rich Media• The site uses a variety of media: audio,

video, photos, text and graphics.

• Media enhance content and help tell stories rather than simply add flashy elements to the site.

• Audio, video and graphic elements are technically excellent.

• Copyright laws are understood and followed; only original content or copyright-free material is used.


From the judges on Rich Media:

• Don’t “shovelware” your print edition. Link to third-party resources in every article. Embed Google Maps content. Add value to your Web articles with features your print edition can’t handle.

• When you’re creating video pieces in YouTube or Vimeo that the videos need to stand alone. People will share the videos on Facebook or find it on YouTube and may not have the accompanying articles.


From the judges on Rich Media:

• Dumping 200 photos in a slideshow and calling that a multimedia piece is wrong. Edit! Make the slide show have a beginning, middle and end.

• Follow copyright rules.


The Lancer LinkCarlsbad HS • Carlsbad, Calif.Rich Media

Site contains a lot of fresh, well-produced multimedia. Audio in podcasts is clear and crisp.


http://Www.thelancerlink.com

http://Www.thelancerlink.com

FHNToday.comFrancis Howell North HS • St. Charles, Mo.Rich Media

A variety of multimedia includes timelines, videos, podcasts, and events calendar. New items are updated almost daily.


http://fhntoday.com/

http://fhntoday.com/

And now, some tips.Less “meh.” More “epic.”


1. Customize the template

• The template is a starting point. Utilize widgets and modifications to ensure the design, organization and display fit the needs of your content and your viewers.

• Move things around. Swap objects out or around to see if polls get better response, Facebook more “likes” or stories more views. Use Google Analytics to track success.


2. Make the CMS work for you

• CMS are not evil. They help you organize and maintain consistency through time and staff changes.

• Evolve slowly. Even the smallest style change can set a site apart.


3. Three letters: SEO.

• That’s for Search Engine Optimization.

• Give clues. That’s how search engines will find your site and content.

• Use key words. Write headlines and leads with words that will pop up in search.

• Use plugins to increase search relevancy. Try Google Site Map optimizer.


3.5 More on SEO.

• Who are you? Put the name and location of the school on the site. Most visitors will know this, but it’s an important detail for each publication (on or offline).

• Put it in text. Search engines can’t read images, so include the full name of your publication, school, physical address, and phone or email in footer of your site.


4. Improve those content carousels• They are overdone. Just because it’s

there doesn’t mean it’s the solution.

• Test it. Consider how long each slide is shown, how the animation works, how to place the captions.

• Compelling photography is essential. If a story doesn’t have good image, you should not splash it across the top of the page. Avoid duplication in multiple places on the front page.


5. Details count• Have a social media presence. Facebook

and Twitter links should be easily accessible through recognizable icons.

• Reinforce your brand. Use a favicon to brand your site in a row of tabs or a bookmark list. Use a site to condense your logo and add code to your head tag.

• Experiment with new trends. Try things like Tumblr, Pinterest and more.


6. Navigate logically• Go home. Home buttons are useful

unless it’s obvious clicking on your flag/masthead will take you there.

• Always include “About” or “Contact us.” Nest staff pages, advertising and other “business” pages under these categories.

• Organize and archive. Homecoming is only current and relevant so long. Try turning a section into a button in your right rail, or nest all special sections under a certain navigation name.


7. Analyze your traffic.

• No one likes math. Make Google Analytics a part of your staff’s routine.

• What’s trending? Talk with staffs about why certain articles are trending.

• Consider bounce rate. That’s the number of people going to your site an immediately leaving. The lower the bounce, the better you are at keeping people around.

• Try Google Analyticator for WordPress and Chartbeat if you have high traffic.


8. Help your audience

• What would you expect as a viewer? You’re immersed in your high school life and experience it daily. How can you build a site for the audience most likely to visit your page?

• Help the less familiar. For visitors unfamiliar with your school, add context like a wiki or links to past coverage.

• Don’t be afraid to link. External sites can back up a story and provide context.


9. Prioritize the content

• Make the front page a menu. The landing page doesn’t need the clutter of dozens of photos.

• Service visual skimmers. Just as you do in print, draw the eye with visual elements and text cues as to what is important. Sites like CNN.com and NYTimes.com utilize many summaries and links and few photos “above the fold” on the main page.


10. Increase the interactivity

• Ask the audience. Reader-generated content not only encourages interaction, it drives traffic like crazy. Contests for cutest pets or best spirit day costume are guaranteed winners.

• Allow submissions. Readers can submit ideas, give advice (“How would you cut the budget?”), or add to a wiki (“What’s your advice for incoming freshmen?”).

• Share, share, share. Facilitate sharing of your content among social media.


What’s next?We announce the winners

this afternoon!

Contact Logan Aimone:[email protected]


mailto:[email protected]


Questions?Thanks!

Twitter: @NSPAFacebook: National Scholastic

Press Association

Contact Logan Aimone:[email protected]

Contact David Studinskiemail




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