Quarterly review COMMUNICATIONS Q4 - 2015/16 Approximate team size during this quarter: 10 FTE All content of these slides is (c) Wikimedia Foundation and available under a CC BY-SA 3.0 license, unless noted otherwise. 1 335 core media touch points (28% YoY increase) 138 user interviews completed in Nigeria and India for New Readers research project 664% year over year increase in Facebook engagement Key performance indicator
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Quarterly reviewCOMMUNICATIONS
Q4 - 2015/16
Approximate team size during this quarter: 10 FTE
All content of these slides is (c) Wikimedia Foundation and available under a CC BY-SA 3.0 license, unless noted otherwise. 1
335 core media touch points (28% YoY increase)
138 user interviews completed in Nigeria and India for New Readers research project
664% year over year increase in Facebook engagement
Key performance indicator
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Q4 - Communications
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ADVOCATE THE MOVEMENT
Establish forward-looking PR strategy to promote authentic and inspiring stories about the Wikimedia movement and projects
■ Capacity building at Wikimedia Conference and Wikimania
■ Established social media hub, with 250+ members and active participation
■ Built relationships with new reporters
■ Established Wikimedia voice in copyright legislation debate in Europe
■ Brand interviews and discussions to uncover how brand can support the movement
GROW AUDIENCES
Understand new audiences to inform future outreach
■ Research on New Readers in Nigeria and India
■ Social listening established; increased interaction with New Readers and potential product audiences
BUILD TRUST + MOBILIZE
Signal new era and energy at the Foundation; Energize and unite
■ Discovery & discussion of Foundation identity across staff
■ Deliver Foundation style book (almost!)
■ Explore design guild concept
■ Supported the announcement of Katherine as permanent ED
■ Supporting the Board in their efforts for transparency
Team focus: get realIncrease clarity, authenticity, and impact of communications with ourselves, our communities, and the public.
As we were in an interim period with leadership—and our team was going through significant changes—this focus became centered on our communities. We are so happy to have started building our reach and communications capacities together.
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Q4 - Communications
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Team focus: get realIncrease clarity, authenticity, and impact of communications with ourselves, our communities, and the public.
As we were in an interim period with leadership—and our team was going through significant changes—this focus became centered on our communities. We are so happy to have started building our reach and communications capacities together.
Wikipedia 15 group: CC-by-SA 4.0 - Zachary McCune; Brazil training: CC-by-SA 4.0 - Vitor Mazuco; Stamps: CC-by-SA 4.0 - Zachary McCune; Videographer: CC-by 2.0 - Sebastiaan ter Burg
COMMUNICATIONSIN-DEPTH
All content of these slides is (c) Wikimedia Foundation and available under a CC BY-SA 3.0 license, unless noted otherwise. 4
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Q4 - Communications
Q4 outcome Measure of success Status
Establish forward-looking PR strategy to promote authentic and inspiring stories about the Wikimedia movement and projects
- Proactive PR strategy- Stories matched to specific reporters- New relationships with reporters- Early development of speaking calendar- Preparations for public advocacy plan
5+ new reporter relationships Many unplanned opportunitiesWIKIMANIA! Messaging and capacity building
ON HOLD: PR strategy, speaking calendar, advocacy plan (Communications Director on leave)
Objective: Advocate the movement
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WINS
● Wikimania: message development focused on inclusivity and the impact of Wikipedia in the world; raised awareness for global voices and mission through media, public speaking, and storytelling at Wikimania
● Advocated for open internet practices via new reporter relationships in France with Le Monde, Libération, France 24 and Jimmy lunch with President Hollande in partnership with Wikimedia France and legal
● Improved community-focused reporting and processes of the Wikimedia blog by providing and explaining best practices and roundup for smaller items
● Capacity building at Wikimedia Conference, in Brazil, and at Wikimania explained social media and communications processes to dozens of community members, who now participate more in social media
● Established social media hub (250+ members), with active participation from international volunteers ● Discussions with Wikimedia Movement Affiliates about tools to support their public policy efforts and resources for communications
MISSES
● PR strategy development, and speaking calendar on hold until Q1 due to Communications Director absence.
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Q4 - Communications
Q4 outcome Measure of success Status
Understand new audiences to inform future outreach
- Research on “New Readers”- Audience segmentation for products- Social listening and increased interaction with “New Readers” and potential product audiences- Communicate findings across Foundation
Completed internet user research in India and Nigeria to document internet use habits and Wikipedia awareness
ON HOLD: audience segmentation (new hire not on board yet)
Objective: Grow audiences
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WINS
● Completed 2 weeks of user interviews in Nigeria (Lagos, Epe, Benin City) and India (Delhi and Chennai) to document internet user habits within key growth regions
● Consulted with Wikimedians from Nigeria, Ghana, India, South Africa, and Bangladesh to better understand audiences in West Africa and Southeast Asia
● Established “Wikimedia Foundation social media hub” on Facebook to gather community voices and provide single portal for suggesting and reviewing Wikipedia social content
● Through Facebook questions and Twitter polls, produced social media data for Reading team on new editors’ experiences
MISSES
● Research findings from Nigeria and India, including user personas and user journeys, will be shared in August● Product audience segmentation on hold for new hire coming August 1st
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Q4 - Communications
Objective Measure of success Status
Signal new era and energy at the Foundation; Energize and unite
- Discovery & discussion of Foundation identity across staff (limited)- Deliver Foundation style book- Explore design guild concept
Design guild concept: BRAND PARTY is up and running
Foundation style guide developed with wide staff participation
ON HOLD: Distribution of Foundation style, waiting for trademark OK
Objective: Build trust + mobilize
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WINS
● Started BRAND PARTY group to develop Foundation and UX brand guidelines, and promote team connection○ 2 day onsite with 10 staff who defined Foundation design principles○ Sold-out participation (100 registrations) in SF Design Week event at the Foundation
● Developed Commons posters to showcase movement photography within Wikimedia Foundation workspace ● Presented to metrics meeting on the new blog’s practices, explaining a post that connected tech with the blog
and social media
MISSES
● Foundation brand guidelines and materials missed the quarter deadline, but will be complete in July. (This had been identified as a risk.)
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Q4 - Communications
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Two-day training in São Paulo with Community Resources
Positive feedback to training and increased understanding of basic communications
Local group obtained media coverage using practices taught (Jornal do Brasil and O Dia)
Increased local activity
Appendix: Brazil training
CC-by-SA 4.0 - Vitor Mazuco
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2 blog posts · 250 joined Facebook group launched in Berlin
Facilitated four trainings and a meetup
Discussions and planning with affiliates
Photographed community members in Wikipedia 15 t-shirts
Supported presentations by Executive Director and Board
Appendix: Wikimedia Conference
CC-by-SA 4.0 - Zachary McCune
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Q4 - Communications
54 articles · 4 blog posts · 250 #wearewikimedia tweets
20 brand interviews at Wikimania
21 community story interviews and profiles for video
Participated in communications capacity building sessions
Supported presentations by Executive Director and Board members
Supported 2 Board announcements (new Board member and Executive Director appointments)
Appendix: Wikimania
CC-by-SA 4.0 - Niccolò Caranti
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Appendix: Wikimania
1212All images, public domain.
Appendix: Digital mediaQ4 - Communications
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Pinterest reach
More than 10 million women a month reached with Commons images and GIFs
Appendix: PinterestQ4 - Communications
All images, public domain.
Katherine Maher-4.jpg - CC-by-SA - 3.0 Victor Grigas
María Sefidari - June 2016.jpg; Nataliia Tymkiv - June 2016 - 2.jpg; Christophe Henner - June 2016.jpg - CC-by-SA 3.0 - Ruby Mizrahi 14
Appendix: PortraitsQ4 - Communications
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Appendix: Store photosQ4 - Communications
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Appendix: Video productionQ4 - Communications
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Appendix: Nigerian community portraits Q4 - Communications
CC-by-SA 3.0 - Zachary McCune
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Other successes and misses
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DIGITAL MEDIA
Miss: Asian social media account and Snapchat not launched
After months of work with legal, Addis Wang and Weibo, our verified account was blocked by the Chinese government. Without effective promotion of our Snapchat stories, they went largely unseen.
Success: Despite recent loss of previous contractor and intern, workload handled well
Intern Aubrie Johnson promoted to full-time contractor after highly successful start.
Q4 - Communications
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Core workflows and metrics
Category Workflow Comments Type
Blog
Edit submitted community posts
~19 community submissions from non-WMF sources requiring individual editing and review, including "Why I proofread poetry at Wikisource" and "Help expand Wikipedia’s coverage of LGBT communities during Wiki Loves Pride"
R
Produce original content~19 posts about the community, including the two editors who spent one year writing Charlie Chaplin’s Wikipedia article, "Freely licensed magic at Eurovision," and the Wikipedians of the Year
M
Source imagery and approve licensing Freely licensed images in every post, including separate banner images M
Comment moderation and response 525 comments from readers/pingbacks from other WordPress blogs, 84 unapproved comments, 12 responses M
UX improvements, code patches, bug fixes Exygy redesign tweaks have been deployed N
Blog content development "News on Wikipedia" rolling along with "“Dare to be different, yet hold your head high”: the impact of Prince’s death on Wikipedia," "Leicester City win historic Premier League title" and more
M
Type: new, reactive, maintenance19
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Core workflows and metrics
Category Workflow Comments Type
Social
Produce original content for Facebook and Twitter.
Wrote more than 1,700 posts, many in collaboration with either staff or the community. M
Post public domain imagery to Instagram and Pinterest
Posted more than 500 images; worked out process with Commons community for Pinterest; worked with Commons community on use of Facebook and Twitter accounts
M
Social campaigns for specific news/events
#wearewikimedia campaign for Wikimania generated more than 250 tweets and 200 photos with overwhelmingly positive sentiment, capturing real human side of event.
M
Comment moderation and response Monitored critics and fans on Twitter and Facebook, thanking them for contributions and watching for trouble areas (such as gender) and trolls.
M
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Type: new, reactive, maintenance
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Core workflows and metrics
Category Workflow Comments Type
Video
Find stories / Conduct interviews 22 interviews total. 21 interviews conducted at Wikimania with one additional conducted outside Wikimania. N
Write scripts 1 script drafted for the content translation tool 100,000 article benchmark. N
Produce videos
7 videos produced (including derivative works without burned-in subtitles): Wikimania 2016 in Esino Lario, Italy (16.6k views), Here’s to Engineering (51k views), WikiLive 2016 message from Katherine Maher, This is Wikipedia (7k views), This is the Wikimedia Foundation (14.5k views), WikiArabia Tech meetup in Ramallah 2016 (4k views), The 2016 Wikimedia Hackathon in Jerusalem (20k views),
N
Distribute videos Video view totals (estimate from public Facebook and YouTube): 75k views N
Type: new, reactive, maintenance21
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Core workflows and metrics
Category Workflow Comments Type
PR/Media
Respond to regular media inquiries Maintained timely, consistent responses for all incoming media requests R
Monitor for inaccuracies and request corrections
Requested ~15 corrections M
Maintain and build good relationships with key reporters
Built relationships with Italian reporters at Wikimania, also further developed relationship with Atlantic N
Maintain press FAQ for ongoing inquiries
Documented regular media responses for reuse (also coordinated with other stakeholders ex. Harassment messaging)
M
Daily media reports Maintained daily coverage reports, lost 2 interns, utilized new Meltwater tool, and trained for additional support M
Respond tactically to negative stories Coordinated and executed strategic plan (wikimedia-l, 990, etc.) R
Proactively pitch stories and document success
Actively pitched recommender system, Viva Technology, etc. N
Type: new, reactive, maintenance22
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Core workflows and metrics
Category Workflow Comments Type
Trademark Trademark issue review
3D puzzle globe from Because We Can; Wikipedia Community Schools Association Greece; Wikimania 2017 license and logo; Wikimedia Italia fundraising; Foundation fundraising tests; Global Reach partners; sharing store designs; Wikidata review; Esino Lario logo review; Georgia Piedmont Wikimedians; iOS for app store
M
Org support Support for Foundation/general wiki Home page updates; footer review R
Reports Ongoing work on reports Form 990 response; Annual plan N
Executive support
ED presentation deck support Board decks; Wikiconference; Wikimania N
ED travel coordination; briefing docs N
Type: new, reactive, maintenance23
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Appendix: Press scorecard
Topic This quarter Previous quarter QoQ YoY Type
Total OTRS requests evaluated 250+ 301 -17% N/A M
Press requests responded to 100 (pitched an additional ~20)
143 (pitched an additional ~180)
-30% N/A M
Misc. requests vetted (reassigned or spam) 149 152 -2% N/A M
Earned media (# articles) (proactively pitched)
70+ articles (note, WP 15 accounts for large majority of proactive pitching in Q3)
900+ articles (from pitching and associated awareness)
-96% N/A N
24Type: new, reactive, maintenance
Q4 - Communications
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Appendix: Press scorecard
Topic This quarter Previous quarter QoQ YoY Type
Staff and executive interviews/meetings supported
~70 (plus messaging support Wikimania Viva tech)
~70 0% N/A M
Staff receiving media training 8 2 +300% N/A M
Requests for media corrections ~15 45 -67% N/A R
Total announcements 7 9 -22% N/A M
WMF external/press announcements 3 4 -25% N/A R
WMF internal announcements 4 5 -20% N/A R
25Type: new, reactive, maintenance
Q4 - Communications
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Appendix: Social scorecard
Topic This quarter Previous qr/yr QoQ YoY Type
Twitter posts (@Wikipedia) 978 1,010/143 3.1% 584% M
Twitter engagement1 actions (@Wikipedia) 154,685 229,796/28,395 33% 445% M
Twitter followers (@Wikipedia) 338,611 333,050/N/A 1.7% N/A M
Twitter posts (@Wikimedia) 100 61/143 64% 30% M
Tweet impressions (@Wikimedia) 1.3M 778K/803K 67% 62%
Tweet impressions (@Wikipedia) 13.2M 13.4M/2M 1.5% 560% M
Media views (@Wikipedia) 42,755 139,045/5,926 69% 621% M
Twitter engagement actions (@Wikimedia) 9,350 5,282/5,879 77% 59% M
Twitter followers (@Wikimedia) 34,664 32,666 6% N/A M26
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Appendix: Social scorecard
Topic This quarter Previous quarter/yr QoQ YoY Type
Facebook posts 633 805/241 21% 163% M
Facebook engagement actions 2,173,617 2,702,431/284,988 20% 664% M
Facebook followers 5,313,3775,237,0004,831,317
1.5% 10% N
Unique users who engaged with content 2045083 2,764,779/297,323 26% 589% M
Impressions 160M 217.2M/34.2M 26% 371% M
Type: new, reactive, maintenance27
Q4 - Communications
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Appendix: Blog scorecard
Topic This quarter Previous quarter QoQ YoY Type
Total blog posts 81 84 -3% +7% M
Blog pageviews 308,986 337,312 -8% +15% M
Blog visitors 199,799 218,542 -9% +24% M
Page views per visitor 1.5 1.5 0% -11% M
Blog pageviews (-major announcements/banner promotion)
271,037 (-read-only mode)
334,121 (-most-edited articles)
N/A N/A M
Blog pageviews(major announcements)
37,949 31,961 N/A N/A M
Blog posts from/about community 19/19 20/28-5% / -47%
N/A M
28Type: new, reactive, maintenance
Q4 - Communications
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Appendix: Storytelling/general scorecard
Topic This quarter Previous quarter QoQ YoY Type
Videos produced 7 10 -3 N/A N
Storytelling interviews 21 0 +21 N/A N
Trademark reviews* 12 5 +7 N/A R
29Type: new, reactive, maintenance
Per agreement with the trademarks team to do requested reviews*
Q4 - Communications
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Appendix: Storytelling/general scorecard
Topic This quarter Previous quarter QoQ YoY Type
Product launches 2 N/A R
Product messaging support 33 N/A R
Executive Director presentations 3 0 +3 N/A R
30Type: new, reactive, maintenance
Q4 - Communications
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