Engagement for Impact

When we think of our audience only as consumers of our content, we miss the opportunity to engage them as collaborators who can help us have an impact. A few ways ProPublica engages its audience in its journalism. My presentation at WAN-IFRA's Digital Media LatinoAmérica 2014 conference in Lima, Peru.

Transcript

1. engagement for impact Amanda Zamora, @amzam
 ProPublica senior engagement editor
2. PROPUBLICA
4. nonprofit
5. nonprofit investigative
6. nonprofit investigative mission-driven
7. nonprofit investigative mission-driven impact
16. Student-led exchange program for Tuscaloosa high schools
17. engagement starts with your readers. 
 where are they?
20. “Reporting recipes” help us network the story, build awareness & impact
28. 62 tips received so far
29. 62 tips received so far 38 available to reporters
30. 62 tips received so far 38 available to reporters 22 matched sources
31. engagement starts with your readers. 
 How can you serve them?
32. more than 1 million americans suffer from a preventable patient harm every year in the u.s. healthcare system. nearly 600 have shared their stories with propublica.
33. 1 - we created a community for patients, providers to discuss patient safety
34. 2 - we listened and looked for opportunities to serve that community
35. 2 - we listened and looked for opportunities to serve that community
36. 2 - we listened and looked for opportunities to serve that community
37. 3 - we invited people to Get Involved. “What’s your patient harm story?”
38. 3 - we invited people to Get Involved. “What’s your patient harm story?”
39. 3 - we invited people to Get Involved. “What’s your patient harm story?”
40. the community grew. we cultivated hundreds of sources. their stories will be featured prominently in our final investigation.
41. engagement starts with your readers. 
 opportunities for action that align with your editorial goals
42. Help us uncover dark money spending in the 2012 campaign
43. Help us uncover dark money spending in the 2012 campaign
45. 50 markets
46. 50 markets 200 stations
47. 43,000 files 50 markets 200 stations
48. 43,000 files 50 markets 200 stations $1 billion in ad contracts
52. engaged readers by the numbers
53. • 1,035 volunteers reviewed files engaged readers by the numbers
54. • 1,035 volunteers reviewed files • 51 volunteers freed 100 or more files engaged readers by the numbers
55. • 1,035 volunteers reviewed files • 51 volunteers freed 100 or more files • 17,600 out of 40,000 freed by election engaged readers by the numbers
56. • 1,035 volunteers reviewed files • 51 volunteers freed 100 or more files • 17,600 out of 40,000 freed by election • 46% files freed by Facebook users engaged readers by the numbers
57. • 1,035 volunteers reviewed files • 51 volunteers freed 100 or more files • 17,600 out of 40,000 freed by election • 46% files freed by Facebook users • 43% new visits, 22% via Twitter engaged readers by the numbers
58. • 1,035 volunteers reviewed files • 51 volunteers freed 100 or more files • 17,600 out of 40,000 freed by election • 46% files freed by Facebook users • 43% new visits, 22% via Twitter • 28 pages/visit, bounce rate 13% engaged readers by the numbers
59. your audience is everywhere. do you know your audience? ASK them to get involved!