As far as setting a keyframe to something greater than 100%, 105% to 110% should be good however, it depends on the picture and the duration of the still image. For a pull-out, change the 1st Scale keyframe from 100% to a greater value. For a push-in, change the 2nd Scale keyframe from 100% to a greater value. In the Effect Controls tab, expand Motion and add a Scale keyframe at the start of the transition at the head of your footage and add another at the end of the transition at the tail of your footage.In the Sequence panel, assemble your still images as you would like them to be presented and add Transitions (to quickly add Transitions, select all of the clips in the Sequence and then choose Sequence > Apply Video Transition).Here's a very quick rundown (this assumes some familiarity with Premiere Pro): Unlike Apple iMovie where it's fully automated and Apple Final Cut Pro X where it's pre-configure to push in or push out, Adobe Premiere Pro requires that you manually set Scale keyframes.
(Prior responses have probably made that clear, but just in case they haven't I thought I'd state that.)
Taking a closer look at your question "how do I get the Ken Burns effect on" (operative word being "on"), the answer is that you don't.
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