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How a mainstream media handed out their social accounts to citizens

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

FinegilGruppo Editoriale LEspresso

18 local newspapers, one central newsroom

18 millions unique users / month

100 millions pageviews / month

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Tradition + innovation

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Engagement as usualAndrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Crowdmaps

Dillo al Trentino(Tell it to Trentino)

500 reported cases200 solved cases

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Twitter UGC - #Buongiorno Pavia / #trenipvLe foto dei lettori al mattino twittate e raccolte in gallerie

I disagi dei pendolari raccontati su twitter dai protagonisti

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Crowdsourced memories

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

A new way to involve local communities in your informations ecosystem

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

What does engagement really mean?Give to communities the keys to your own doors

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

A social first projectA partnership between a legacy media social title and the Instagramers Italia association (aka Igers) to jointly manage our Instagram account

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Instagramers Italia60 local communities

180 community managers

Born in 2011Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Four steps to bring people into the newsroomSelect usersDefine partnership and TOSShare a calendarStart swimming

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Key numbers and goals5 months (July/November)8 regional communities of Igers allowed to use the password of our own accountMission: to keep a visual diary, telling stories of their communities with images: landscapes, people, emotionsWe wanted to make our readers responsible for a project, bring them on our side of things+ 1,800 followers / 30,000 likes

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

I Italy

http://bit.ly/1FqgWrvAndrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Other stuff: Venetians

https://instagram.com/nuovavenezia/Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

#BeTuscan

https://instagram.com/iltirrenoAndrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

TakeawaysWhen involved at a high level, community feels responsible, part of your teamNo needs to be pushed by newsrooms staffSolid base for other collaborations, online and offline (ie live events, exhibitions)First step towards a membership program

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Tip #1Make an impactGet citizens involved, make them feel part of a projectto change their life and environment

News is not enough, your community deserves more

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Tip #2Think global, feel local

Its no more geographic proximity to make something local, its emotional proximity

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Tip #3Digital culture first, then technology

Dont leave your journalists behind,dont create nerds indian reservesin your newsroom

Andrea Iannuzzi @aiannuzzi Marianna Bruschi @mariannabruschi

Thank you!