2. Who we are Notes and statistics
‣ CNN iReport is CNN’s participatory journalism platform,
where the audience can share their stories
‣ iReport as a brand and platform existed since 2006, stand
alone site launched 2008, refresh 2011
‣ More than one million registered iReporters, we have received
an iReport from every country in the world
‣ Content subject to rigorous vetting procedures and CNN’s
editorial guidelines, standards and practices.
3. What we do What follows
‣ CNN iReport aims to harness stories and content from iReporters to
inform and enrich CNN’s news content
‣ iReporters contribute breaking news, features, video, images, opinion
and more
‣ iReport harnesses the power of other social platforms such as
Instagram, Twitter, YouTube, Storify to develop new content
‣ So, what should you do to grow your community and manage the
resulting great content?
5. How we
work
2. Get the right platform for the right story – Obama’s
inauguration with Instagram
6. How we
work
3. Think multiplatform
• Content from iReporters can be repurposed
across CNN’s TV, radio, online and social platforms
7. 4. Close the loop
• iReport team always
acknowledges and thanks
iReporters
• Rate of return – happy
iReporters become repeat
contributors
• Fostering sense of community
– iReport pages are designed
for interaction amongst users
• iReporters are always credited
for their work, we retain non
exclusive rights to their content
8. How we
work
5. Manage the content – the ripple effect
•Your story does not end when it’s published
Ensure you are asking for comment and reaction and
pay attention to it – potential for new angles
•Promote your stories cross platform – they will have new
lift across your social channels and elicit further
comment
•To help create those ripples, have a social plan in place
to promote your content cross platform – don’t just bolt
it on at the end
9. In summary Growing your community – final thoughts
- If you build it, they will come: iReport team uses assignment model
on our website to draw in content. Often it is us who ‘kickstarts’ the
conversations – the community responds in kind
- Empower your community: The assignment model empowers
iReporters to follow each other for updates, traffic light system
enables them to tell us what stories are good/bad/need more work/
should be on CNN
- Use social sites to complement your platform and make it easier to
generate content/have people find you, for example using CNN
hashtags on Instagram to pull in content to inauguration special
