Read what companies such as Daimler, and are doing on Wikipedia Lundquist Wikipedia Research 2017. Since 2008 GERMAN COMPANIES AND WIKIPEDIA: FRIEND OR FOE? New release: German edition In this report: European, German, Swiss and Italian editions (Updated in May 2017)

Wikipedia is the fifth most visited website in the world, with articles about companies perennially well positioned on the first page of search results.

Yet despite this visibility, the articles about the 100 largest companies in Europe, the 30 German companies included in the DAX 30 index, the 48 largest in , and the 100 largest in Italy, often lack information and present issues. With the already small number of active Wikipedia editors decreasing, this situation is likely to worsen.

Some companies think that by editing articles about themselves they have an easy workaround. However, any company that does so runs the risk of violating Wikipedia’s rules, therefore creating a hostile environment. The potential resulting reputational backlash would be enormous.

Since the first edition in 2008 our research revealed the low quality of the vast majority of company Wikipedia pages. For this reason, Lundquist has refined a set of tested guidelines, in order to help companies to safely approach the free encyclopedia as well as engage with its vast online community in a constructive manner. This proposed alliance entails abiding by Wikipedia’s rules so as to ensure information is accurate. When done correctly, a Wikipedia article is a win for both the encyclopedia and companies.

1 - Lundquist Wikipedia Research 2015 LUNDQUIST WIKIPEDIA RESEARCH As part of its research into online corporate CONTENTS information, the Lundquist Wikipedia Research covers the article content of major corporations. THE STATE OF PLAY BETWEEN The latest research programmes look at: WIKIPEDIA AND COMPANIES • Wikipedia’s English language coverage of Europe’s top largest 100 companies (based on the FT500 index) European Edition p. 3 • The English language coverage of the German DAX 30 (newly released) • The English language coverage of 48 Swiss listed 1. Calling all editors p. 4 companies • The coverage of Italy’s top 100 2. What we found out p. 5 companies 3. Beware of the quick fix p. 6 RESEARCH FAST FACTS 4. Getting it right p. 9 2008 - 2017 Years running INSIGHT FROM WIKIMEDIA p. 10 29 4 Criteria Parts of the protocol: COUNTRY FOCUS Infobox, Features, Sections, Conversation p. 14 & Acknowledgements 25 Switzerland p. 19 Maximum score Italy p. 25

65% European 43% Swiss average score average score HOW WE CONDUCTED 58% German 47% Italian p. 32 average score average score THE RESEARCH

HOW WE CAN HELP & CONTACTS p. 33

For more information and to order a report please contact: DANIELE RIGHI Head of the Lundquist Wikipedia Research [email protected]

2 - Lundquist Wikipedia Research 2015-2016 THE STATE OF PLAY BETWEEN WIKIPEDIA AND COMPANIES

Wikipedia has been losing active editors for close to a decade while the majority of articles about companies on the encyclopedia remain weak. Here are the pitfalls to reaching for the quick fix and some tips for standing tall.

VIOLATE 1/5 WIKIPEDIA RULES 1. CALLING ALL EDITORS 3. BEWARE OF THE QUICK FIX The number of active Wikipedia editors is dwindling, which Often companies, armed with the knowledge that the means fewer eyes and hands to update and improve the Wikipedia pages about them are inadequate and that encyclopedia’s pages. Therefore, information such as key the encyclopedia appears high in internet search results, financial data, historical notes and information on top succumb to the temptation to intervene directly to edit management, can be incomplete or prone to inaccuracy. their dedicated articles. We easily uncovered by a simple check a selection of 21 companies violating Wikipedia 2. POOR QUALITY OF PAGES (RESULTS OF THE RESEARCH) rules (whether by choosing a promotional name or directly Based on our screening of 29 criteria for a comprehensive intervening), which can expose them to reputational company article, which take into account what Wikipedia consequences including negative media coverage. recommends, the Lundquist Wikipedia Research 4. GETTING IT RIGHT revealed that companies 100 Since the research first launched in 2008, Lundquist’s averaged 65% of the total guidelines are helping companies understand and EUROPEAN COMPANIES score, compared with implement the correct procedures of engagement ASSESSED 66% in the last edition with the Wikipedia community. This allows companies of the research. which meet Wikipedia’s eligibility criteria to contribute transparently to improving their dedicated articles. The body of the Wikipedia article is usually the least complete section, with half of the largest 100 European companies (based on the FT500 index) dedicated articles scoring below 50% of the total score. One in five pages Wikipedia is an important player when shows an alert signaling an issue with the page (such as it comes to a company’s reputation, non-neutrality or a lack of references meaning the content yet its internal mechanism has is not verifiable as required by Wikipedia). Furthermore, been weakening over the last years the number of company articles with updated financial with the decline of active editors. figures has decreased by 27% since 2014. UBS obtained Furthermore, company articles are the top score followed by BP, BT Group and Enel. missing information. It is important for companies to engage constructively DECREASE IN with the online encyclopedia, in order -27% FINANCIAL FIGURES to ensure information is accurate.

Joakim Lundquist, Founder of Lundquist UBS BP BT GROUP ENEL

2 1 3 5th billion 60 MOST VISITED SITE ON THE WEB PAGEVIEWS EACH MONTH OF THE TIME (English Wikipedia) WIKIPEDIA RESULTS RANK IN THE FIRST PAGE OF GOOGLE

3 - Lundquist Wikipedia Research 2015-2016 1. Calling all editors

WIKIPEDIA PAGESVIEWS ARE MASSIVE Wikipedia pageviews grew on average by about 10% since 2010, totaling more than 9 billion in April 2015 (the metric used to assess pageviews has changed The major challenge for Wikipedia is since then with the aim to filter bot traffic, resulting the editing. It is in danger of imploding in 20% less pageviews: 8+ billion in March 2017). and the complexity of the issues it deals with is not going to get any easier. BUT SOMETHING’S WRONG Despite the visibility afforded to company articles Charlie Beckett, Director of POLIS, on Wikipedia, corporate related contents on the London School of Economics and Political Science’s journalism encyclopedia are suffering. In fact, the number of think tank, in an interview with Lundquist for this research company articles in which financial data are missing or are outdated is on the rise (13% in 2014, 31% in 2015).

Wikipedia relies on voluntary editors, who ensure content is regularly updated and reliable from a quality standpoint, and their numbers are dwindling.

Very active editors (who edit content on Wikipedia a minimum of 100 times per month) have been decreasing over the last seven years with data showing their were only 3,367 in February 2017. Very active editors make up 0.01% of Wikipedia’s almost 31 million registered users (some people could have created multiple usernames over time, however the percentage is still staggeringly low). They are followed by 30,610 active editors (those who edit content on Wikipedia at least 5 times per month), representing only 0.1% of registered users.

There is roughly 1 active editor for every 170 Wikipedia articles in English. This dearth of active editors starts from the lowest rung: only 3.7% of the almost 31 million registered users became “contributors” as of February 2017 (meaning they have reached the threshold of at least 10 edits on the encyclopedia since they arrived).

This trend is also having an impact on articles about companies.

DECREASING NUMBER OF ACTIVE AND VERY ACTIVE EDITORS ON THE ENGLISH WIKIPEDIA

50.000 5.000 0.000 35.000 30.000 25.000 20.000 5.000 0.000 5.000 0

Source:Wikimedia

4 - Lundquist Wikipedia Research 2015-2016 European Edition 2.What we found out Our research shows that Wikipedia articles about companies have issues and, compared to last year, less information. This page illustrates the main elements of a Wikipedia article about a company, along with some of the key research findings.

Talk page: 1/5 19%

Article Talk Read Edit View history Search

COMPANY NAME

From Wikipedia, the free encyclopedia

ALERT

INFOBOX

On Wikipedia, basic information Editors can put an alert banner if an issue is spotted (such as promotional contents is provided in this small box called: or lack of references). As you can see in the screenshot (“August 2009”), alerts can infobox. remain on the page for a very long time.

2% 81% PAGE SECTION Here is where companies’ related contents are. − History section 38% The history section is among the most prevalent in articles about companies. Historical information contributes to justify the Wikipedia eligibility of an article. 55% Criticism & litigation Criticism & litigation is a key section as it contributes to the neutrality of the entire page. Here the best role for the company is to double check information. 13% 31% Corporate Governance Dedicated articles on key people Information about Directors and Executives, which Wikipedia’s guidelines recommend, 28% is less and less present on company articles. linked from the articles are on the rise: 58 43% s REFERENCES 54 All material on Wikipedia, including everything in articles, lists and captions, must be verifiable. Any material that needs a source but does not have one may be 3 removed. s 55

PICTURES

20% 80% Providing pictures is an opportunity for companies to bring value to Wikipedia, starting on their path to becoming good Wikipedia contributors.

3%

5 - Lundquist Wikipedia Research 2015-2016 3. Beware of the quick fix

Often companies intervene without understanding the > One fifth of companies assessed are on Wikipedia rules of engagement by which Wikipedia operates. with an account (sometimes even two) containing only the name of the company, therefore they have violated We uncovered many accounts (in fact, 1/3 of the the username policy of Wikipedia (which bans both companies assessed) involved in the editing process. usernames implying shared use and promotional ones).

> 15 company accounts have been admonished or blocked for having published promotional information.

WHAT EUROPEAN COMPANIES DO WRONG

What a blocked account looks like on Wikipedia Maersk Line USA is an example of an account which was Editing from a neutral point means “representing fairly, blocked from editing and modifying content on Wikipedia proportionately, and, as far as possible, without bias, all of due to a conflict of interest. It has been identified by the significant views that have been published by reliable Wikipedia as an account set up for promotional purposes, sources on a topic.” See page “Wikipedia: Neutral Point of which goes against Wikipedia’s neutrality rule. View” (https://en.wikipedia.org/wiki/Wikipedia:Neutral_ point_of_view).

The Maersk Line USA account was blocked because the name of the profile, coupled with the fact that it added a link to its Facebook page, was seen as an approach “mainly intended for publicity and/or promotional purpose.”

6 - Lundquist Wikipedia Research 2015-2016 Risk of having your edit annulled The image below shows editing logs related to the article about Syngenta. The global agricultural company deleted controversial information. Due to its clear conflict of interest and the fact that this edit was not justified, it was reverted to the previous version by a Wikipedia editor who notified the user, SyngentaUK.

WHAT EUROPEAN COMPANIES DO RIGHT

How to introduce yourself correctly on Wikipedia User Arturo, working for BP, and user Cornelia Te, working for Nestlé, are two good examples of how individuals working for companies can introduce themselves on Wikipedia. The first step to being transparent is admitting a conflict of interest.

7 - Lundquist Wikipedia Research 2015-2016 How to propose an edit to an article on Wikipedia This example explains how to correctly propose an edit for an article by asking for the community’s opinion.

COLLABORATION IS KEY. EXAMPLE OF HOW A COMPANY CAN SEEK AN ALLIANCE WITH WIKIPEDIA

In order to enrich the entries for the company and its sector, Telecom Italia began interacting with the community of Wikipedia in collaboration with Wikimedia Italy through graduates from a leading university in Milan, with which it has a close partnership.

By collaborating with the Wikipedia community in a continuous and transparent manner, Telecom Italia has managed to achieve significant results. This is demonstrated by the creation of 3 new company articles, the inclusion of more than 250 sources and more than 700 editing steps taken to modify content.

Federico Ascari, Brand Development Projects, Brand Strategy & Media, Telecom Italia

8 - Lundquist Wikipedia Research 2015-2016 4. Getting it right Four things companies should be doing when approaching Wikipedia

Understanding Wikipedia’s rules, and working alongside the Wikipedia community, is vital as it allows companies It is important for companies to to contribute correctly and avoid negative backlashes. understand that Wikipedia is not a Lundquist, since it first launched in 2008, has come up social network, nor is it an extension of with a set of guidelines to help companies understand their corporate website. Wikipedia is an the right procedures of engagement with the Wikipedia encyclopedia run by volunteers, who are community, allowing those which meet Wikipedia’s understandably proud of their work. eligibility criteria to contribute with transparency to the accuracy of corporate content in their company articles. Andrea Zanni, President of Wikimedia Italia (the non-profit organization that operates and manages Wikipedia) Lundquist Framework

DO NOT CONSIDER WIKIPEDIA A SUBSECTION OF THE DISCLOSE YOUR CONFLICT OF INTEREST 1 CORPORATE WEBSITE 2

> Wikipedia is an encyclopedia sustained by > Identify a representative who has to be clear a community of volunteer editors whose goal about who she is and what she is aiming to do is to bring educational content to the world > Register her conflict of interest via the community > Content is free for anyone to edit, use, modify and to ensure you are not violating the rules (“COI distribute (please note point 2 on conflict of interest) editing is strongly discouraged. It undermines the public’s confidence” source Wikipedia). > It is important to abide by the rules and learn how All editing activity remains visible on the site, to interact with the community. Every article on meaning violations are recorded permanently Wikipedia has to be written from a neutral point of view. Do not look at it as a form of “promotion”

Companies that are willing to correctly engage with the encyclopedia can transparently contribute in a beneficial way, starting from non- controversial and objective information. They can then evolve into trustworthy and respectful members of the community. Daniele Righi, Head of the Wikipedia Research

WIKIPEDIA IS A WEBSITE, NOT YOURS, NOT ANYONE ELSE’S. BRING VALUE TO WIKIPEDIA 3 THERE IS NO PRESS OFFICE NOR AN ARTICLE OWNER, 4 SO ENGAGE FIRST

> Engage with Wikipedia editors in the “talk” pages > Propose valuable, updated and sourced content first, to let them have their say about your proposals. Wikipedia is built upon the work of a community > Support the encyclopedia by helping to expand of editors who interact with each other as peers and improve articles, making sure to abide by the and strive for the perfect article. There are no rules. This will help ensure it becomes a better, undisputable experts on Wikipedia nor article owners more reliable source of information, a win-win nor managing editors, there are only conversations situation for both companies and Wikipedia

> One in five company-related entries contains an alert, a message which signals an issue with the content on the page: this is a good starting point for a company to understand what the main issues are

9 - Lundquist Wikipedia Research 2015-2016 INSIGHT FROM WIKIMEDIA

LUNDQUIST WIKIPEDIA RESEARCH 2015 – EUROPE 100

Position Company Country Score 2015 Score difference To understand how the Wikipedia community views companies acting as contributors, we contacted Wikimedia, 2015 name (ma 25) compared to 201 the non-profit organization that operates and manages Wikipedia. Andrea Zanni, President of Wikimedia Italy, 1 UBS Switzerland 90.0% answered our questions 2 BP UK 88.0% 3 BT Group UK 86.0% 3 Enel Italy 86.0% 5 Airbus France 85.0% a. Dedicated company pages are often riddled with mistakes, Another way of bringing value to the encyclopedia would yet they are well positioned on search engines: We noticed that some be for companies to provide more information from the 6 Daimler Germany 84.0% fountain of knowledge they possess. This would entail, of the companies we analysed end up violating the rules when trying to 6 Deutsche Bank Germany 84.0% intervene through their own accounts. What is your opinion on this? for example, providing information on the market they operate in, other operators/products within this market, 6 Vodafone Group UK 84.0% information on the supply chain and the history behind this The Italian Wikipedia community [in line with the English 9 Danone France 83.0% one] has a specific policy formed of rules determined by market. 9 Gazprom Russia 83.0% E the community that are pretty common sense and easy to follow. The Wikipedia community also retains it important that 9 Luxottica Italy 83.0% E a company share their knowledge with the encyclopedia, 12 Volkswagen Germany 80.0% For the sake of convenience on both sides, it is worth a and do not use it as another marketing tool. company following these rules, so as to ensure that data 13 Statoil Norway 79.2% One final truism: it is not a “right” to have a Wikipedia and information is reliable. 14 Germany 78.8% company page. It must be “encyclopedic”; however this b. What are the most common errors that companies make? does not apply to every company. 15 Rio Tinto UK 78.4% What should they avoid doing when approaching Wikipedia, even if it is 16 Barclays UK 78.0% just to signal an error? Can you provide some advice? 16 Heineken Netherlands 78.0%

It is important for companies to understand that Wikipedia 16 Intesa Sanpaolo Italy 78.0% is not a social network, nor is it an extension of their 16 Royal Dutch Shell UK 78.0% corporate website. Wikipedia is an encyclopedia run by volunteers, who are understandably proud of their work. 20 Telefónica Germany 77.2% 21 Eni Italy 76.2% It would be interesting to see companies also using the 21 L'Oréal France 76.2% encyclopedia to go beyond proposing edits for articles about them, opening their archives and publishing digital 21 Orange France 76.2% materials that could have a historical significance, not 24 Société Générale France 76.0% just for the company itself, but also with regards to the historical period in which they were realized. 24 Total France 76.0% 26 BASF Germany 75.0% 27 Syngenta Switzerland 74.4% 28 Nestlé Switzerland 74.0% 28 Royal Bank Of Scotland UK 74.0% 30 BNP Paribas France 73.8% 31 Group Switzerland 73.2% 32 Ericsson 72.0% 32 Lloyds Banking Group UK 72.0% 32 Unilever Netherlands 72.0% 35 Maersk Group Denmark 71.4% 35 Reckitt Benckiser UK 71.4% 37 GlaxoSmithKline UK 71.0% 37 SABMiller UK 71.0%

10 - Lundquist Wikipedia Research 2015-2016 LUNDQUIST WIKIPEDIA RESEARCH LUNDQUISTEUROPE WIKIPEDIA 100 RESEARCH 2015 – EUROPE 100

Position Company Country Score 2015 Score difference 2015 name (ma 25) compared to 201

1 UBS Switzerland 90.0% 2 BP UK 88.0% 3 BT Group UK 86.0% 3 Enel Italy 86.0% 5 Airbus France 85.0% 6 Daimler Germany 84.0% 6 Deutsche Bank Germany 84.0% 6 Vodafone Group UK 84.0% 9 Danone France 83.0% 9 Gazprom Russia 83.0% E 9 Luxottica Italy 83.0% E 12 Volkswagen Germany 80.0% 13 Statoil Norway 79.2% 14 Siemens Germany 78.8% 15 Rio Tinto UK 78.4% 16 Barclays UK 78.0% 16 Heineken Netherlands 78.0% 16 Intesa Sanpaolo Italy 78.0% 16 Royal Dutch Shell UK 78.0% 20 Telefónica Germany 77.2% 21 Eni Italy 76.2% 21 L'Oréal France 76.2% 21 Orange France 76.2% 24 Société Générale France 76.0% 24 Total France 76.0% 26 BASF Germany 75.0% 27 Syngenta Switzerland 74.4% 28 Nestlé Switzerland 74.0% 28 Royal Bank Of Scotland UK 74.0% 30 BNP Paribas France 73.8% 31 Credit Suisse Group Switzerland 73.2% 32 Ericsson Sweden 72.0% 32 Lloyds Banking Group UK 72.0% 32 Unilever Netherlands 72.0% 35 Maersk Group Denmark 71.4% 35 Reckitt Benckiser UK 71.4% 37 GlaxoSmithKline UK 71.0% 37 SABMiller UK 71.0%

11 - Lundquist Wikipedia Research 2015-2016 Position Company Country Score 2015 Score difference 2015 name (ma 25) compared to 201

39 H&M Sweden 70.8% 40 Germany 70.0% 40 AstraZeneca UK 70.0% 40 BHP Billiton UK 70.0% 40 BMW Germany 70.0% 40 HSBC UK 70.0% 45 EDF France 69.8% 46 Diageo UK 69.0% 46 Roche Switzerland 69.0% 48 RELX Group UK 68.0% E 49 BG Group UK 67.0% 49 British American Tobacco UK 67.0% 51 ING Netherlands 66.2% 52 Prudential UK 66.0% 52 SAP Germany 66.0% 54 AXA France 65.8% 55 Imperial Tobacco UK 65.0% 55 Shire UK 65.0% E 57 ABB Switzerland 64.2% 58 Germany 63.0% 58 Standard Chartered UK 63.0% 58 Telenor Norway 63.0% 61 Engie France 62.8% 62 Glencore UK 62.0% 63 Associated British Foods UK 60.0% E 64 LVMH France 59.4% 64 Sano France 59.4% 66 Germany 59.2% 66 Switzerland 59.2% 68 Santander 59.0% 69 Anheuser-Busch InBev Belgium 58.0% 70 Germany 57.0% 70 National Grid UK 57.0% 72 Nordea Sweden 56.0% 72 Switzerland 56.0% 74 Christian Dior France 55.8% 75 Rosneft Russia 55.4% E 76 Continental Germany 54.4% E 77 Spain 54.2% 78 Switzerland 53.8% 79 Hermes International France 53.2% 79 Switzerland 53.2%

12 - Lundquist Wikipedia Research 2015-2016 Position Company Country Score 2015 Score difference Position Company Country Score 2015 Score difference 2015 name (ma 25) compared to 201 2015 name (ma 25) compared to 201

39 H&M Sweden 70.8% 81 Atlas Copco Sweden 53.0% 40 Allianz Germany 70.0% 81 Switzerland 53.0% E 40 AstraZeneca UK 70.0% 83 Vinci France 52.8% E 40 BHP Billiton UK 70.0% 84 Generali Group Italy 51.2% 40 BMW Germany 70.0% 84 Crédit Agricole France 51.2% E 40 HSBC UK 70.0% 84 Germany 51.2% 45 EDF France 69.8% 87 Lukoil Russia 50.8% E 46 Diageo UK 69.0% 88 Novo Nordisk Denmark 50.2% 46 Roche Switzerland 69.0% 88 Vivendi France 50.2% 48 RELX Group UK 68.0% E 90 Iberdrola Spain 49.2% 49 BG Group UK 67.0% 91 Linde Germany 49.0% 49 British American Tobacco UK 67.0% 92 Pernod Ricard France 48.8% 51 ING Netherlands 66.2% 93 UniCredit Italy 47.8% 52 Prudential UK 66.0% 94 ASML Holding Netherlands 46.0% 52 SAP Germany 66.0% 95 Deutsche Post Germany 45.0% 54 AXA France 65.8% 96 Air Liquide France 43.8% 55 Imperial Tobacco UK 65.0% 97 BBVA Spain 42.2% 55 Shire UK 65.0% E 98 Schneider Electric France 39.0% 57 ABB Switzerland 64.2% 99 Investor Sweden 37.8% E 58 Henkel Germany 63.0% 100 Germany 35.8% E 58 Standard Chartered UK 63.0% 58 Telenor Norway 63.0% 61 Engie France 62.8% To be noted: Only articles about companies in English have been evaluated 62 Glencore UK 62.0% 63 Associated British Foods UK 60.0% E 64 LVMH France 59.4% 64 Sano France 59.4% 66 Bayer Germany 59.2% 66 Novartis Switzerland 59.2% 68 Santander Spain 59.0% 69 Anheuser-Busch InBev Belgium 58.0% 70 Munich Re Germany 57.0% 70 National Grid UK 57.0% 72 Nordea Sweden 56.0% 72 Richemont Switzerland 56.0% 74 Christian Dior France 55.8% 75 Rosneft Russia 55.4% E 76 Continental Germany 54.4% E 77 Inditex Spain 54.2% 78 Zurich Insurance Group Switzerland 53.8% 79 Hermes International France 53.2% 79 Swiss Re Switzerland 53.2%

13 - Lundquist Wikipedia Research 2015-2016 Country focus: GERMANY THEE STATEE OFO PLAYP BETWEEN EEE WIKIPEDIAWIKIPEDIA ANDAND GERMANCOMPANIES COMPANIES

GermanWikipedia companies is an important have a toughplayer whennut to it crack comes on to Wikipedia. a company’s The corporate German reputation,edition of yetthe its Lundquist internal mechanismWikipedia Research revealshas been that weakening articles about over them the last are years often with corrupted the decline by alertsof editing and frequency.dead links, Furthermore,making content company less reliable. articles Furthermore,are Germanmissing companies information. find It isthemselves important in for a companiessomewhat topeculiar engage position. constructively Sometimes, with the in fact,online they encyclopedia, can be wrong in order even if they areto ensureright (see information the “German is accurate. case“ below). THE BIG SHORT - WHO’S KEEPING AN EYE ON WIKIPEDIA ARTICLES? THE GERMAN CASE - CAN COMPANIES HELP IMPROVE CONTENT? Wikipedia relies on voluntary editors to update and Companies generally try to improve content, often improve content. However, it faces a problem. Over the improperly. German companies are, however, in a unique past four years, the decreasing number of active editors position. The Wikipedia, in fact, allows 1. DECREASING EDITORS 2. POOR QUALITY OF COMPANY PAGES (those who actively develop and edit content within the the creation of verified corporate editor accounts (i.e using encyclopedia) now results in fewer eyes and hands to their company name) which is forbidden in the English Wikipedia seems to be weakening from update and improve information, thus prone to inaccuracy. language version (which allows personal names only). an editing standpoint Therefore, German corporate editor accounts operating in Over the last year, pageviews within the English language the English language version run the risk of being blocked. Wikipedia, have continued to grow from 7.7 to 8.2 In fact, we easily uncovered by a simple check 16 company billion. There are now over accounts, 11 of which (69%) violate Wikipedia rules. 30 LOREM IPSUM DOLOR 270,000 more articles. The This might involve choosing a promotional name (even the GERMAN COMPANIES 20% SIT AMET, CONSECTETUR number of active editors, simple corporate name is considered as such) or making INCLUDED IN THE DAX 30 INDEX ADIPISCING ELIT, SED DO however, has been steadily edits directly, which can expose them to reputational decreasing since 2007, consequences including negative media LOREMcoverage. IPSUM DOLOR only stabilising recently at about 30,000 (0,1% of the 30+ SIT AMET, CONSECTETUR 5% million of registered users). This means there is roughly 1 GETTING IT RIGHT ADIPISCING ELIT, SED DO active editor for every 180 Wikipedia articles in English. Since the research first launched in 2008, Lundquist Monitoring that amount of pages is unthinkable, setting helps companies understand and implementLOREM the IPSUM DOLOR either missing 27% SIT AMET, CONSECTETUR a challenging task in ensuring a mistakeAndrea Zanni is promptly fixed correct procedures of engagement with the Wikipedia or presenting outdated ADIPISCING ELIT, SED DO (see the English Wikipedia-relatedPresident data on of pageWikimedia 4). Italia community. This allows companies to contribute corporate information transparently to improving their ARTICLES: ALERTS AND DEAD LINKS MAKE CONTENT LESS RELIABLE article (see more on page 9). Based on our screening of 29 criteria for a comprehensive article, we found that articles TOP 3 highest scoring articles about German companies in English are troubled by3. WHATalerts COMPANIES and useless ARE sourcesDOING WRONG of content. 4. WHAT COMPANIES CAN DODEUTSCHE 33% BANK Despite a medium-high average obtained by the OF ARTICLES sample score (58% of the total score), one in three HAVE ALERTS SIEMENS articles shows an alert signalling an issue with the page (such as non-neutrality or lack of references, meaning the content is not verifiable as required by 2 1 3 Wikipedia and, as a consequence, could be deleted).

In addition to this, on average 10% (in some cases 25% or even 46%) of references are useless dead The 3 lowest scoring articles links, meaning content are not sourced anymore. Deutsche Boerse - - Vonovia

th 1 billion MOST VISITED SITE IN GERMANY PAGEVIEWS EACH MONTH (German-language Wikipedia)

14 - Lundquist Wikipedia Research 2015-2016 210 German Edition What we found out This page illustrates the main elements of a company Wikipedia article, along with some of the key research findings from the German edition. To be noted, none of the articles dedicated to the companies of the DAX 30 have been

acknowledged as a Wikipedia best practice. Talk page: 10% 1/3 of te articles 40% alert

Article Talk Read Edit View history Search

COMPANY NAME

From Wikipedia, the free encyclopedia

ALERT Editors can put an alert banner if an issue is spotted (such as promotional contents or lack of references). INFOBOX

On Wikipedia, basic information is provided in this small box called: infobox.

4 70% PAGE SECTION Here is where companies’ related contents are. Deutsche Bank, 50% History section Munich Re, SAP and Siemens The history section is among the most prevalent in company articles. Historical information contributes to justify the Wikipedia eligibility of a company article.

alf of te articles Criticism & litigation 23% Criticism & litigation-related information contributes to the neutrality of the entire page. Here the best role for the company is to double check information.

Corporate Governance

Information about Directors and Executives, which Wikipedia’s guidelines 29 articles ot of recommend, is less and less present on company articles. 30

REFERENCES 70% PICTURES top managers do not have a All material on Wikipedia, including everything in articles, lists and captions, must be verifiable. Any material that needs a source but does not have one may be dedicated article removed. Providing pictures is an opportunity for companies to bring value to Wikipedia, starting on their path to becoming good Wikipedia contributors. 2 13 articles ot of 30 alost alf 3% less than 25 sources. n average 10% of sources in every article assessed are dead links. It is therefore impossible to verify the information they support.

15 - Lundquist Wikipedia Research 2015-2016 German Edition Understanding Wikipedia to avoid reputational backlashes Often German companies intervene without understanding the rules of engagement by which ikipediaW operates. We uncovered many accounts involved in the editing process.

> Violation of the username policy > Sanctioned accounts 50% of the accounts identified are on Wikipedia 31% of the accounts identified have been admonished with either an account or multiple ones or blocked for having published promotional in formation, containing only the name of the company. They namely facts written using a promotional tone. have therefore violated the username policy of > Doing it well Wikipedia which bans promotional usernames. Only 25% of the accounts identified use the correct approach.

THE GERMAN CASE: WHERE GERMAN COMPANIES NEED TO LOOK OUT

Contravening username policy is easier for German companies The image below shows how the German language Wikipedia is different to the English one. The former allows verified accounts, even if named after the company. The latter forbids this type of action and can even enforce it by blocking the account (due to the promotional tone of the name itself). As such, the best option is to focus on different approaches for different Wikipedia language versions.

Jenny at Daimler Corporate Communications is verified in German and blocked in English due to regulation discrepancies.

Daimler’s account was originally called “Daimler Corp. Communications”. For this reason a Wikipedia editor asked Daimler to choose an alternative name. Thus, “Daimler Corp. Communications” became “Jenny at Daimler Corporate Communications”. However, it is currently blocked. In February Daimler tried to start a, still open, conversation on the topic. In these cases keeping the tone of the conversion collaborative, respectful, friendly and proactive is key in solving the issue.

16 - Lundquist Wikipedia Research 2015-2016 WHAT GERMAN COMPANIES ARE DOING RIGHT

How to introduce yourself correctly on Wikipedia User DeutscheBankJR and Anja (Deutsche Post DHL) are good examples of how individuals working for companies can introduce themselves on Wikipedia. The first step to being transparent is admitting a conflict of interest.

See more on the importance of collaboration between companies and Wikipedia on page 8 and insights from Wikimedia on page 10.

Anja (Deutsche Post DHL) represents a very good example of an account who also adds a message when she (even if temporarily) stops contributing to Wikipedia.

Read more on page 9 (“Getting it right”) about how to engage properly with the Wikipedia community to improve the entry on your company.

17 - Lundquist Wikipedia Research 2015-2016 LUNDQUIST WIKIPEDIA RESEARCH LUNDQUISTLISTED WIKIPEDIA GERMAN RESEARCH 2015 – COMPANIESEUROPE 100

Position Company Score 201 201 name (ma 25)

1 Deutsche Bank 86,0% 2 Siemens 82,0% 3 Adidas 76,8% 4 Daimler 75,0% 4 SAP 75,0% 6 BMW 71,0% 6 Henkel 71,0% 8 Deutsche 70,0% 9 Allianz 69,2% 10 E.ON 63,0% 10 BASF 63,0% 10 Thyssenkrupp 63,0% 13 62,6% 14 Bayer 60,6% 14 Merck 60,6% 16 In neon Technologies 57,6% 17 ProSiebenSat.1 Media 55,0% 18 54,0% 19 RWE 52,8% 20 Continental 52,5% 21 Fresenius 50,0% 22 Linde 49,5% 23 HeidelbergCement 47,0% 23 Munich Re 47,0% 25 Deutsche Telekom 45,0% 26 Deutsche Post 44,2% 27 Commerzbank 43,0% 28 Deutsche Boerse 42,0% 29 Fresenius Medical Care 29,8% 30 Vonovia 10,0%

To be noted: Only articles about companies in English have been evaluated

18 - Lundquist Wikipedia Research 2015-2016 Country focus: SWITZERLAND THE STATE OF PLAY BETWEEN LUNDQUIST WIKIPEDIA RESEARCH 2015 – EUROPE 100 EE E E O O P P EEE EEE Position Company Score 201 WIKIPEDIA AND SWISS COMPANIES 201 name (ma 25) WIKIPEDIAWIKIPEDIA AND AND COMPANIES COMPANIES

1 Deutsche Bank 86,0% Wikipedia articles on listed Swiss companies are far from exhaustive but the response 2 Siemens 82,0% of many businesses is wrong and risky, Lundquist’s WikipediaWikipediaWikipedia Research is is2015-2016 an an important important reveals. player player when when it it comes comes to to a acompany’s company’s corporate corporate reputation, reputation, yet yet its its internal internal mechanism mechanism 3 Adidas 76,8% Our analysis brings to light that four out of five of thehas has companies been been weakening weakening that we over over found the the last arelast years engagingyears with with the on the decline Wikipediadecline of of editing editing frequency. frequency. Furthermore, Furthermore, company company articles articles are are 4 Daimler 75,0% have violated rules. This is counter-productive and shouldmissingmissing prompt information. information. a call It It foris is important importanta renewed for for companies commitmentcompanies to to engage engagein constructively constructively with with the the online online encyclopedia, encyclopedia, in in order order 4 SAP 75,0% understanding how the free encyclopaedia works with the aimtoto ofensure ensure contributing information information appropriately. is is accurate. accurate. 6 BMW 71,0% ACTIVE EDITORS MISSING “EVERYWHERE” the content is not verifiable out COMPANIES THAT WE FOUND 6 Henkel 71,0% Wikipedia relies on voluntary editors to update and as required by Wikipedia). of 4 5 ARE ENGAGING ON improve content. The number of active Wikipedia 8 Deutsche Lufthansa 70,0% 1.1. DECREASING DECREASING EDITORS EDITORS WIKIPEDIA HAVE VIOLATED RULES 2.2. POOR POOR QUALITY QUALITY OF OF COMPANY COMPANY PAGES PAGES editors, however, is decreasing. This means fewer The article about 9 Allianz 69,2% eyes and hands to update and improve information, UBS obtained the overall score followed by the Wikipedia seems to be weakening from 10 E.ON 63,0% which for this reason, is prone to inaccuracy. Roche and NestléWikipedia articles. seems The to bestbe weakening improver from an editing standpoint anarticle editing is the standpoint one dedicated to Kuehne + Nagel 10 BASF 63,0% As the European edition of the research reveals, active followed by Swisscom and . 10 Thyssenkrupp 63,0% editors are decreasing within the English-language SPOTTING THE “BAD GUYS”: 13 Volkswagen Group 62,6% Wikipedia. This is also true, however, for both the DO SWISS COMPANIES BEHAVE ON WIKIPEDIA? French and the German-language Wikipedia, which are LOREM IPSUM DOLOR 14 Bayer 60,6% Armed with the knowledge that the Wikipedia pages about LOREM IPSUM DOLOR key for Swiss companies. It turns out their numbers 20% SIT AMET, CONSECTETUR 20% SIT AMET, CONSECTETUR 14 Merck 60,6% are only a tiny percentage of registered users. them are inadequate and that the encyclopedia appears ADIPISCING ELIT, SED DO ADIPISCING ELIT, SED DO high in internet search results, companies often succumb 16 In neon Technologies 57,6% As of February 2016 active editors in the German- to the temptation to edit articles about themselves. LOREMLOREM IPSUM IPSUM DOLOR DOLOR 17 ProSiebenSat.1 Media 55,0% language Wikipedia were 6,207 while in the French- We easily uncovered by a simple check 19 company SITSIT AMET, AMET, CONSECTETUR CONSECTETUR 5%5% language Wikipedia these were 4,606, compared with accounts,15 of which (79%) violate Wikipedia rules. ADIPISCINGADIPISCING ELIT, ELIT, SED SED DO DO 18 Beiersdorf 54,0% more than 2 million registered users in both cases. This might involve choosing a promotional name or making LOREM IPSUM DOLOR 19 RWE 52,8% There is roughly only 1 active editor for every 300 edits directly, which can expose them to reputational LOREM IPSUM DOLOR either either missing missing 27%27% SITSIT AMET, AMET, CONSECTETUR CONSECTETUR Wikipedia articles in German and more than 370 consequences including negativeAndreaAndrea media Zanni Zanni coverage. 20 Continental 52,5% or presenting outdated ADIPISCINGADIPISCING ELIT, ELIT, SED SED DO DO or presenting outdated PresidentPresident of of Wikimedia Wikimedia Italia Italia Wikipedia articles in French, meaning it’s a challenge corporate information 21 Fresenius 50,0% corporatePercentages information are higher than in our European ranking: to have reliable, updated articles on Swiss companies. 33% of European companies have at least an account 22 Linde 49,5% ARTICLES ABOUT COMPANIES: and 64% of these violate rules (see page 6). 23 HeidelbergCement 47,0% RESULTS REVEAL THE POOR QUALITY OF ARTICLES 23 Munich Re 47,0% Based on our screening of 29 criteria for a GETTING IT RIGHT Since the research first launched in 2008, 25 Deutsche Telekom 45,0% comprehensive article, we found that articles about 3.3. WHAT WHAT COMPANIES COMPANIES ARE ARE DOING DOING WRONGWRONG 4.4. WHAT WHAT COMPANIES COMPANIES CAN CAN DO DO Lundquist’s guidelines are helping companies Swiss companies in English are poor, averaging 26 Deutsche Post 44,2% understand and implement the correct procedures less than half of the total score. This critical of engagement with the Wikipedia community. This 27 Commerzbank 43,0% situation shows no improvement from last year. allows companies to contribute transparently in 28 Deutsche Boerse 42,0% improving their articles (see more on page 9). The body of the Wikipedia 29 Fresenius Medical Care 29,8% article is usually the 30 Vonovia 10,0% least complete part, AMONG 48 LISTED UBS with almost 80% of the SWISS COMPANIES articles (dedicated to the ROCHE ASSESSED,3 DO NOT HAVE NESTLÉ 48 listed Swiss companies ANY DEDICATED ARTICLE assessed), scoring below 50% of the available score. 2 1 3 Three companies out of 48 do not even have a dedicated article. Thirty-six percent of articles about companies either do not present financial data or present outdated information, up from 24% in 2014. Furthermore, one in four articles shows an alert signaling an issue with the 65th6thth 550550 millionmillion page (such as non-neutrality or lack of references meaning MOST VISITED SITE IN SWITZERLAND MOSTMOST VISITED VISITED SITE SITE IN IN ITALY ITALY PAGEVIEWSPAGEVIEWS EACH EACH MONTH MONTH (Italian(Italian Wikipedia) Wikipedia) 19 - Lundquist Wikipedia Research 2015-2016

210210 Swiss Edition What we found out This page illustrates the main elements of a company Wikipedia article, along with some of the key research findings from the Swiss edition.

Talk page: 13% One in for 2%

Article Talk Read Edit View history Search

COMPANY NAME

From Wikipedia, the free encyclopedia

ALERT Editors can put an alert banner if an issue is spotted (such as promotional contents or lack of references). INFOBOX

On Wikipedia, basic information is provided in this small box called: infobox.

PAGE SECTION 58% Here is where companies’ related contents are. History section 38% The history section is among the most prevalent in company articles. Historical 27% 3% information contributes to justify the Wikipedia eligibility of a company article.

Criticism & litigation 4 9% Criticism & litigation is a key section as it contributes to the neutrality of the entire page. Here the best role for the company is to double check information. ABB Adecco Corporate Governance Nestlé UBS

Information about Directors and Executives, which Wikipedia’s guidelines recommend, is less and less present on company articles. 22% REFERENCES All material on Wikipedia, including everything in articles, lists and captions, must be verifiable. Any material that needs a source but does not have one may be PICTURES removed.

Providing pictures is an opportunity for companies to bring value to Wikipedia, starting on their path to becoming good Wikipedia contributors.

2% 3% 20% 2 1

20 - Lundquist Wikipedia Research 2015-2016 Spotting “bad guys“: do Swiss companies behave on Wikipedia?

Often companies intervene without understanding the > 11 companies assessed (24%) are on Wikipedia with rules of engagement by which Wikipedia operates. an account (some have multiple accounts) containing only Talk page: the name of the company, therefore they have violated 13% We uncovered many accounts attributable to the username policy of Wikipedia (which bans both One in for more than 40% of the companies assessed, 2% usernames implying shared use and promotional ones). involved in the editing process. > 14 company accounts (31%) have been admonished or blocked for having published promotional information.

Article Talk Read Edit View history Search WHAT SWISS COMPANIES DO WRONG COMPANY NAME From Wikipedia, the free encyclopedia Contravening neutrality rule ALERT Sgssm (editing exclusively the article about SGS) is an Editing from a neutral point of view means “representing Editors can put an alert banner if an issue is spotted (such as promotional contents or lack of references). INFOBOX example of an account which was blocked from editing fairly, proportionately, and, as far as possible, without content on Wikipedia due to a conflict of interest. It has bias, all of the significant views that have been published On Wikipedia, basic information is provided in this small box called: been identified by Wikipedia as an account set up for by reliable sources on a topic.” See page “Wikipedia: infobox. promotional purposes, which goes against Wikipedia’s Neutral Point of View” (https://en.wikipedia.org/wiki/ neutrality rule. Wikipedia:Neutral_ point_of_view).

PAGE SECTION 58% Here is where companies’ related contents are. History section 38% The history section is among the most prevalent in company articles. Historical 27% 3% information contributes to justify the Wikipedia eligibility of a company article.

Criticism & litigation 4 9% Criticism & litigation is a key section as it contributes to the neutrality of the entire page. Here the best role for the company is to double check information. ABB Adecco Corporate Governance Nestlé UBS

Information about Directors and Executives, which Wikipedia’s guidelines recommend, is less and less present on company articles. As the Sgssm account was also notified about the inappropriateness of its name, the account owner tried to ask for a 22% new one repeatedly, without proposing a feasible option. Each time, the name proposed related to the company or was misleading (see below). The username policy bans promotional names (e.g. the name of a company) or usernames implying REFERENCES shared use. All material on Wikipedia, including everything in articles, lists and captions, must be verifiable. Any material that needs a source but does not have one may be PICTURES removed.

Providing pictures is an opportunity for companies to bring value to Wikipedia, starting on their path to becoming good Wikipedia contributors.

2% 3% 20% 2 1

21 - Lundquist Wikipedia Research 2015-2016 WHAT SWISS COMPANIES DO RIGHT

How to introduce yourself correctly on Wikipedia User Fabienne Strobel working for Swiss Life is a good example of how individuals working for companies can introduce themselves on Wikipedia. The first step to being transparent is admitting a conflict of interest. See more on the importance of collaboration between companies and Wikipedia on page 8 and insights from Wikimedia on page 10.

WHAT COMPANIES IN GENERAL CAN DO BETTER

Read and understand first The image below shows ABB introducing the corporate communication team appropriately. However, the account violates the Wikipedia username policy because it is a promotional name and implies shared use. If you are willing to contribute to Wikipedia, it is important to spend some time understanding rules and procedures first.

Read more on page 9 (“Getting it right”) about how to engage properly with the Wikipedia community to improve the entry on your company.

22 - Lundquist Wikipedia Research 2015-2016 LUNDQUIST WIKIPEDIA RESEARCH LUNDQUISTLISTED WIKIPEDIA SWISS RESEARCH 2015 COMPANIES – EUROPE 100

Position Company Score 2016 Score difference 2016 name (ma 25) compared to 201

1 UBS 92.0% 2 Roche 73.0% 3 Nestlé 72.0% 4 Credit Suisse Group 71.2% 5 Syngenta 68.4% 6 ams 68.0% E 7 Kuehne + Nagel 67.2% 8 66.4% 9 ABB 64.0% 10 Swiss Life 63.0% 11 Swisscom 61.0% 11 Novartis 61.0% 13 Richemont 60.0% 14 Zurich Insurance Group 58.8% 15 Swiss Re 56.8% 16 & Sprüngli 52.0% 16 Schindler Group 52.0% 18 Transocean 48.0% 18 Sika 48.0% 20 Oerlikon 46.0% 20 Swatch group 46.0% 22 45.0% 23 LafargeHolcim 43.0% E 23 43.0% 25 SGS 41.0% 26 Julius Baer 39.2% 27 Sulzer 38.4% 28 Helvetia 36.4% 29 Adecco 36.0% 30 35.4% 31 35.0% 32 33.0% 33 Baloise 32.8% 34 31.4% 35 30.4% 36 GF (Georg Fischer) 29.6% 37 29.4%

23 - Lundquist Wikipedia Research 2015-2016 Position Company Score 2016 Score difference 2016 name (ma 25) compared to 201

38 Lonza 29.2% 39 Actelion 27.8% 40 27.0% 41 Temenos 26.4% 42 DKSH 26.0% 43 GAM 21.6% 44 Sunrise 20.4% E 45 Ems-Chemie 10.0% 46 0.0% non eistent 46 PSP Swiss Property 0.0% non eistent 46 0.0% non eistent

To be noted: Only articles about companies in English have been evaluated

24 - Lundquist Wikipedia Research 2015-2016 Country focus: ITALY THEE STATEE OFO PLAYP BETWEEN EEE WIKIPEDIAWIKIPEDIA ANDAND ITALIANCOMPANIES COMPANIES

It’sWikipedia tough isgoing an important for Wikipedia’s player when coverage it comes of toItaly’s a company’s top 100 corporate companies. reputation, The Italian yet its editioninternal ofmechanism the Lundquist Wikipediahas been weakeningResearch 2015-2016over the last revealsyears with a shortagethe decline of of active editing editors frequency. and Furthermore,poor quality companyarticles, articlesmany “tainted” are withmissing alerts. information. This should It is important be a wake-up for companies call for to both engage editors constructively and companies with the online willing encyclopedia, to engage appropriately. in order to ensure information is accurate.

WHO’S WATCHING WIKIPEDIA ARTICLES? The article about Telecom Italia obtained the Wikipedia relies on voluntary editors to update and top score followed by Eni and Intesa Sanpaolo. improve content. The number of active Wikipedia The best improver article is the one dedicated to editors,1. DECREASING however, EDITORS is decreasing. This means fewer 2.Mediobanca POOR QUALITY followedOF COMPANY by PAGES Moncler and UBI Banca. eyes and hands to update and improve information, which for this Wikipedia reason, is seems prone to beinaccuracy. weakening from AVOID THE DO-IT-YOURSELF APPROACH an editing standpoint Armed with the knowledge that the Wikipedia pages about The number of active editors in Italy have been decreasing them are inadequate and that the encyclopedia appears over the last three years. There were only 2,473 active high in internet search results, companies often succumb editors in February 2016, only to the temptation to edit articles about themselves. a tiny percentage of more We easily uncovered by a simple check 30 company LOREM IPSUM DOLOR than a million registered 100 accounts, 20 of which (67%) violate Wikipedia rules. 20% SIT AMET, CONSECTETUR users. That means there is LARGEST ITALIAN COMPANIES This might involve choosing a promotional name or making ADIPISCING ELIT, SED DO roughly only 1 active editor ASSESSED edits directly, which can expose them to reputational consequences including negative media coverage. for every 500 Wikipedia LOREM IPSUM DOLOR articles in Italian, meaning its a challenge to have SIT AMET, CONSECTETUR 5% relaible, updated articles on Italian companies (see the GETTING IT RIGHT ADIPISCING ELIT, SED DO English-language Wikipedia-related data on page 4). Since the research first launched in 2008, Lundquist’s guidelines are helping companies understandLOREM IPSUMand DOLOR either missing 27% SIT AMET, CONSECTETUR ARTICLES ABOUT COMPANIES: ISSUESAndrea ARE FAR Zanni FROM BEING SOLVED implement the correct procedures of engagement with the ADIPISCING ELIT, SED DO or presenting outdated President of Wikimedia Italia Wikipedia community. This allows companies to contribute Basedcorporate on our information screening of 29 criteria for a comprehensive transparently to improving their article, we found that articles about companies in Italian article (see more on page 9). are poor, averaging less than half of the total score. This critical situation shows no improvement from last year. OF ARTICLES 39% HAVE ALERTS The3. WHAT body COMPANIES of the Wikipedia ARE DOING articleWRONG is usually the least 4. WHAT COMPANIES CAN DO complete part, with more than 70% of the articles in Italian (dedicated to the 100 largest Italian companies) TELECOM scoring below 50% of the available score. Thirty-nine percent of articles show an alert signaling an issue with ITALIA the page (such as non-neutrality or lack of references, ENI INTESA meaning the content is not verifiable as required by SANPAOLO Wikipedia). Seventy-five percent of articles about companies that had at least one alert last year, still have one, meaning that the issue has not been dealt with. 2 1 3

6th 550 million MOST VISITED SITE IN ITALY PAGEVIEWS EACH MONTH (Italian Wikipedia)

25 - Lundquist Wikipedia Research 2015-2016 210 Italian Edition What we found out This page illustrates the main elements of a company Wikipedia article, along with some of the key research findings from the Italian edition.

Talk page: 13% 25%

Article Talk Read Edit View history Search

COMPANY NAME

From Wikipedia, the free encyclopedia

ALERT Editors can put an alert banner if an issue is spotted (such as promotional contents or lack of references). INFOBOX

On Wikipedia, basic information is provided in this small box called: infobox.

4 72% PAGE SECTION Here is where companies’ related contents are. 55% History section Enel, Eni Mediobanca Telecom Italia The history section is among the most prevalent in company articles. Historical information contributes to justify the Wikipedia eligibility of a company article.

85% Criticism & litigation Criticism & litigation-related information contributes to the neutrality of the entire page. Here the best role for the company is to double check information. 30% 52% Corporate Governance

Information about Directors and Executives, which Wikipedia’s guidelines 34% recommend, is less and less present on company articles. 44% REFERENCES PICTURES All material on Wikipedia, including everything in articles, lists and captions, must be verifiable. Any material that needs a source but does not have one may be removed. Providing pictures is an opportunity for companies to bring value to Wikipedia, starting on their path to becoming good Wikipedia contributors.

27% 25% 8% 2 5%

26 - Lundquist Wikipedia Research 2015-2016 Avoid the do-it-yourself approach

Often companies intervene without understanding the > 12 of the companies assessed are on Wikipedia with rules of engagement by which Wikipedia operates. an account (some have multiple accounts) containing only the name of the company, therefore they have violated Talk page: We uncovered many accounts attributable to 30% of the the username policy of Wikipedia (which bans both 13% companies assessed, involved in the editing process. usernames implying shared use and promotional ones). 25% > 18 company accounts have been admonished or blocked for having published promotional information. > 9 company accounts use the correct approach.

Article Talk Read Edit View history Search WHAT COMPANIES DO WRONG COMPANY NAME From Wikipedia, the free encyclopedia Contravening neutrality rule Editing from a neutral point means “representing fairly, ALERT The image below shows a warning addressed to ENAV’s proportionately, and, as far as possible, without bias, all of Editors can put an alert banner if an issue is spotted (such as promotional contents the significant views that have been published by reliable or lack of references). INFOBOX company fans or employees who had been admonished for having tried to add promotional content to the article. sources on a topic.” See page “Wikipedia: Neutral Point of On Wikipedia, basic information View” (https://en.wikipedia.org/wiki/Wikipedia:Neutral_ is provided in this small box called: Remember that content on Wikipedia should be written infobox. from a neutral point of view. point_of_view).

4 72% PAGE SECTION Here is where companies’ related contents are. 55% History section Enel, Eni Mediobanca Telecom Italia The history section is among the most prevalent in company articles. Historical information contributes to justify the Wikipedia eligibility of a company article.

85% Criticism & litigation Criticism & litigation-related information contributes to the neutrality of the entire page. Here the best role for the company is to double check information. 30% 52% Corporate Governance Below is an example of how a company should not engage on Wikipedia. The A2A press office stepped into the discussion Information about Directors and Executives, which Wikipedia’s guidelines 34% recommend, is less and less present on company articles. without taking into account what other editors were discussing before and, more importantly, was willing to edit the article without asking for any advice from other editors. The company had a direct conflict of interest when dealing with self-related content. Wikipedia requires companies not to intervene directly in order to preserve the neutrality of the 44% encyclopedia. REFERENCES PICTURES All material on Wikipedia, including everything in articles, lists and captions, must be verifiable. Any material that needs a source but does not have one may be removed. Providing pictures is an opportunity for companies to bring value to Wikipedia, starting on their path to becoming good Wikipedia contributors.

27% 25% 8% 2 5%

27 - Lundquist Wikipedia Research 2015-2016 WHAT ITALIAN COMPANIES ARE DOING RIGHT

How to introduce yourself correctly on Wikipedia User Aski72 working for Telecom Italia, Alessandra Bardo working for Terna and Antonio Ambrosio working for Pirelli are good examples of how individuals working for companies can introduce themselves on Wikipedia. The first step to being transparent is admitting a conflict of interest. See more on the importance of collaboration between companies and Wikipedia on page 8 and insights from Wikimedia on page 10

Read more on page 9 (“Getting it right”) about how to engage properly with the Wikipedia community to improve the entry on your company.

28 - Lundquist Wikipedia Research 2015-2016 LUNDQUIST WIKIPEDIA RESEARCH LUNDQUISTITALY WIKIPEDIA 100 RESEARCH 2015 – EUROPE 100

Position Company Score 2016 Score difference 2016 name (ma 25) compared to 201

1 Telecom Italia 94.0% 2 Eni 84.0% 3 Intesa Sanpaolo 82.8% 4 Rai 80.2% E 5 Edison 78.0% 6 Mediaset 77.0% 7 Enel 74.0% 8 ENAV 73.7% E 9 Poste Italiane 73.2% 10 Banca Popolare di Milano 72.8% 11 Mondadori 72.0% 12 Ansaldo STS 70.0% 13 Ferrovie dello Stato 69.7% 14 Rcs MediaGroup 67.8% 15 Terna 67.0% 16 Salini Impregilo 65.0% 17 Banca Monte dei Paschi Siena 64.4% 18 Finmeccanica 64.0% 18 Mediobanca 64.0% 20 Alitalia 61.6% 21 Coop Italia 60.0% 22 Anas 59.6% E 23 Pirelli 59.2% 24 UniCredit 58.0% 25 Saipem 57.4% 26 Ferrari 56.8% E 27 Snam 56.0% 27 UBI Banca 56.0% 29 Esselunga 54.5% 30 Hera 53.0% 31 Davide Campari 52.8% 32 Fiat Chrysler Automobiles (FCA) 52.0% E 33 Wind 51.5% 34 Autogrill 51.4% 34 Luxottica 51.4% 34 Parmalat 51.4% 37 Marcegaglia 50.5%

29 - Lundquist Wikipedia Research 2015-2016 Position Company Score 20152016 Score difference Position Company Score 2016 Score difference 20152016 name (ma 25) compared to 201 2016 name (ma 25) compared to 201

4138 OVSSky Italia 49.4%50.3% E 80 Granarolo 32.5% E 4239 AtlantiaEXOR 49.2%50.0% E 81 Lavazza 32.1% E 4339 ERGMoncler 49.0%50.0% 82 Salvatore Ferragamo 30.8% 4441 FerreroOVS 48.4%49.4% E 83 BNL 30.3% 4442 RealeAtlantia Mutua 48.4%49.2% 83 Calzedonia 30.3% E 5143 STMicroelectronicsERG 46.0%49.0% 85 Artsana 30.1% E 4644 ItalcementiFerrero 47.8%48.9% 86 Amplifon 29.4% 4744 ILVAReale Mutua 47.0%48.9% E 86 Maire Tecnimont 29.4% 4746 PrysmianItalcementi 47.0%47.8% 88 Gruppo api 28.7% E 47 SACEILVA 47.0%47.5% E 89 UnipolSai Assicurazioni 28.0% 5047 BarillaSACE 46.4%47.5% 90 Reply 27.4% E 5249 DolcePrysmian & Gabbana 45.0%47.0% E 91 Birra Peroni 27.3% E 5350 GeneraliBarilla 43.4%46.9% 92 Banco Popolare 27.0% 5451 CNHSTMicroelectronics Industrial 43.0%46.0% E 93 Tenaris 24.8% 5452 EatalyDolce e Gabbana 43.0%45.5% E 94 Banca Mediolanum 23.0% 5453 IllyEataly 43.0%43.43% E 95 Azimut Holding 22.8% 5453 UnipolIlly Gruppo Finanziario 43.0%43.43% 96 Veneto Banca 22.2% E 5855 VersaceGenerali 42.4%43.40% E 97 Technogym 21.6% E 5956 EnelCNH GreenIndustrial Power 42.0%43.0% E 98 Sisal 21.2% 6056 ArmaniUnipol Gruppo Finanziario 41.8%43.0% 99 Datalogic 20.8% E 6058 YooxVersace Net-A-Porter Group 41.8%42.8% E 100 Brunello Cucinelli 17.0% 6259 BremboArmani 40.0%42.2% 6260 SIAEnel Green Power 40.0%42.0% E 6461 AvioYoox Net-A-Porter 39.4%41.8% 6562 BancaSIA IFIS 39.0%40.4% E 6663 PiaggioBrembo Group 38.0%40.0% 6764 MenariniAvio Group 37.4%39.8% 6865 DiaSorinBanca IFIS 37.0%39.0% E 6866 MoleskinePiaggio 37.0%38.0% E 7067 AstaldiMenarini 36.8%37.8% 7168 BancaDiaSorin Popolare di Vicenza 36.0%37.0% E 7268 BraccoMoleskine 35.4%37.0% E 7370 BancaAstaldi Generali 35.0%36.8% 7471 PerfettiBanca Popolare Van Melle di Vicenza 34.4%36.4% E 7572 Sa loBracco 33.8%35.8% E 7673 AceaBanca Generali 33.4%35.0% 7774 A2APerfetti Van Melle 32.8%34.7% E 7775 MapeiSa lo 32.8%33.8% 7976 GSEAcea 32.4%33.4% 8077 GranaroloMapei 32.2%33.1% E 8178 LavazzaA2A 31.8%32.8% E 8279 SalvatoreGSE Ferragamo 30.8%32.7% 83 BNL 30.0% 30 - Lundquist Wikipedia Research 2015-2016 Position Company Score 20152016 Score difference Position Company Score 20162015 Score difference 20152016 name (ma 25) compared to 201 20162015 name (ma 25) compared to 201

4138 OVSSky Italia 49.4%50.3% E 8041 GranaroloOVS 32.5%49.4% E 4239 AtlantiaEXOR 49.2%50.0% E 8142 LavazzaAtlantia 32.1%49.2% E 4339 ERGMoncler 49.0%50.0% 8243 SalvatoreERG Ferragamo 30.8%49.0% 4441 FerreroOVS 48.4%49.4% E 8344 BNLFerrero 30.3%48.4% 4442 RealeAtlantia Mutua 48.4%49.2% 8344 CalzedoniaReale Mutua 30.3%48.4% E 5143 STMicroelectronicsERG 46.0%49.0% 8551 ArtsanaSTMicroelectronics 30.1%46.0% E 4644 ItalcementiFerrero 47.8%48.9% 8646 AmplifonItalcementi 29.4%47.8% 4744 ILVAReale Mutua 47.0%48.9% E 8647 MaireILVA Tecnimont 29.4%47.0% E 4746 PrysmianItalcementi 47.0%47.8% 8847 GruppoPrysmian api 28.7%47.0% E 47 SACEILVA 47.0%47.5% E 8947 UnipolSaiSACE Assicurazioni 28.0%47.0% 5047 BarillaSACE 46.4%47.5% 9050 ReplyBarilla 27.4%46.4% E 5249 DolcePrysmian & Gabbana 45.0%47.0% E 9152 BirraDolce Peroni & Gabbana 27.3%45.0% E 5350 GeneraliBarilla 43.4%46.9% 9253 BancoGenerali Popolare 27.0%43.4% 5451 CNHSTMicroelectronics Industrial 43.0%46.0% E 9354 TenarisCNH Industrial 24.8%43.0% E 5452 EatalyDolce e Gabbana 43.0%45.5% E 9454 BancaEataly Mediolanum 23.0%43.0% E 5453 IllyEataly 43.0%43.43% E 9554 AzimutIlly Holding 22.8%43.0% 5453 UnipolIlly Gruppo Finanziario 43.0%43.43% 9654 VenetoUnipol GruppoBanca Finanziario 22.2%43.0% E 5855 VersaceGenerali 42.4%43.40% E 9758 TechnogymVersace 21.6%42.4% E 5956 EnelCNH GreenIndustrial Power 42.0%43.0% E 9859 SisalEnel Green Power 21.2%42.0% 6056 ArmaniUnipol Gruppo Finanziario 41.8%43.0% 9960 DatalogicArmani 20.8%41.8% E 6058 YooxVersace Net-A-Porter Group 41.8%42.8% E 10060 BrunelloYoox Net-A-Porter Cucinelli Group 17.0%41.8% 6259 BremboArmani 40.0%42.2% 62 Brembo 40.0% To be noted: Only articles about companies in Italian have been evaluated 6260 SIAEnel Green Power 40.0%42.0% E 62 SIA 40.0% E 6461 AvioYoox Net-A-Porter 39.4%41.8% 64 Avio 39.4% 6562 BancaSIA IFIS 39.0%40.4% E 65 Banca IFIS 39.0% E 6663 PiaggioBrembo Group 38.0%40.0% 66 Piaggio Group 38.0% 6764 MenariniAvio Group 37.4%39.8% 67 Menarini Group 37.4% 6865 DiaSorinBanca IFIS 37.0%39.0% E 68 DiaSorin 37.0% 6866 MoleskinePiaggio 37.0%38.0% E 68 Moleskine 37.0% E 7067 AstaldiMenarini 36.8%37.8% 70 Astaldi 36.8% 7168 BancaDiaSorin Popolare di Vicenza 36.0%37.0% E 71 Banca Popolare di Vicenza 36.0% E 7268 BraccoMoleskine 35.4%37.0% E 72 Bracco 35.4% E 7370 BancaAstaldi Generali 35.0%36.8% 73 Banca Generali 35.0% 7471 PerfettiBanca Popolare Van Melle di Vicenza 34.4%36.4% E 74 Perfetti Van Melle 34.4% E 7572 Sa loBracco 33.8%35.8% E 75 Sa lo 33.8% 7673 AceaBanca Generali 33.4%35.0% 76 Acea 33.4% 7774 A2APerfetti Van Melle 32.8%34.7% E 77 A2A 32.8% 7775 MapeiSa lo 32.8%33.8% 77 Mapei 32.8% 7976 GSEAcea 32.4%33.4% 79 GSE 32.4% 8077 GranaroloMapei 32.2%33.1% E 80 Granarolo 32.2% E 8178 LavazzaA2A 31.8%32.8% E 81 Lavazza 31.8% E 8279 SalvatoreGSE Ferragamo 30.8%32.7% 82 Salvatore Ferragamo 30.8% 83 BNL 30.0% 83 BNL 30.0% 31 - Lundquist Wikipedia Research 2015-2016 HOW WE CONDUCTED THE RESEARCH

Lundquist tracks how well Wikipedia presents major corporations as part of its research into online corporate information since 2008.

In the 2016 edition, the Wikipedia research evaluated the English-language articles about the 100 largest European companies - based on the FT500 index - (September 2015), the English-language articles about the 48 listed Swiss companies (January 2016), the Italian-language articles about the 100 largest Italian companies (November 2015) and the English-language articles about the 30 German companies included in the DAX 30 index (September 2016).

A four-part protocol of 29 criteria is used to allocate a maximum of 25 points for each Wikipedia article assessed. The criteria covers both article content and presentation. Verifying the accuracy of information in the Wikipedia articles was beyond the scope of the research.

The protocol has been also revised and extended to evaluate the way editors interact “behind the scenes” of every article. In selecting criteria we took into consideration content guidelines suggested by Wikipedia.

THE PROTOCOL IS STRUCTURED AS FOLLOWS Infobox Page features The first part of the protocol examines5th the content The second section looks at a range605th of features such 60 of the infobox, located on the right-hand side of a as categories billion that improve navigation through the billion Wikipedia company article. It coversMOST VISITED information SITE ON THE suchWEB as PAGEVIEWSencyclopedia, EACH MONTH pictures and referencesOFMOST THE VISITED TIME which SITE ON allow THE WEB PAGEVIEWS EACH MONTH OF THE TIME (English Wikipedia) WIKIPEDIA RESULTS RANK (English Wikipedia) WIKIPEDIA RESULTS RANK the year of foundation, corporate logo, headquarters, users to verify information in the Wikipedia article. IN THE FIRST PAGE OF GOOGLE IN THE FIRST PAGE OF GOOGLE financial figures, number of employees, and industry.

Page sections Conversations & acknowledgements The third part evaluates the information5th in the main body This year a new section was added5th that is dedicated to of the Wikipedia entry. The protocol takes into account how billionWikipedia actually takes shape60 and to how entries billion 60 many different themes, from companyMOST VISITED history SITE ON THEto WEBbusiness, PAGEVIEWSare judged EACH MONTHby the Wikipedia community.OFMOST THE VISITED TIME SITEThe ON research THE WEB PAGEVIEWS EACH MONTH OF THE TIME WIKIPEDIA RESULTS RANK WIKIPEDIA RESULTS RANK information on directors and executives, to criticism. (Englishlooked Wikipedia) at the conversations taking place around the (English Wikipedia) IN THE FIRST PAGE OF GOOGLE IN THE FIRST PAGE OF GOOGLE entries. Every Wikipedia page has a talk page where editors can ask questions or discuss content to add, issues and controversial contents. This is where a better understanding can be reached on how the entry is evolving and who is involved in the editing process. A further point was assigned to entries whose quality was acknowledged by the Wikipedia community.

Penalty point In the latest version of the protocol up to 1.6 points can be deducted from the final score: 0.1 in the first section for entries that do not present updated information;5th 0.5 in the third section for entriesbillion showing an alert banner60 that signals an issue; -1 when there is a negative discussionMOST VISITEDin the SITE talk ON pages.THE WEB PAGEVIEWS EACH MONTH OF THE TIME (English Wikipedia) WIKIPEDIA RESULTS RANK IN THE FIRST PAGE OF GOOGLE

32 - Lundquist Wikipedia Research 2015-2016 HOW WE CAN HELP

ASSESSMENT, REPORT & TRAINING

We can support you:

• Access to our knowledge base including our protocol (with criteria) and best practices • A tailored analysis focused on the article about your company, including strengths and weaknesses (if the article already exists) • A feasibility analysis for a brand new stand-alone article (if the article does not exist) • Training on how to engage correctly and transparently with the Wikipedia community • Suggestions on updates, integration, and materials

We are candid in the advice we provide, and will suggest, if needed, to abstain from Wikipedia if certain activities do not comply with its rules.

For more information and to order a report, please contact:

DANIELE RIGHI JOAKIM LUNDQUIST Head of the Lundquist Wikipedia Research Founder of Lundquist [email protected] [email protected]

Lundquist is a strategic consultancy specialised in digital corporate communications.

We help our clients plan and build successful corporate websites that respond to the most demanding corporate audiences.

Our method: Measure. Manage. Change

We measure the effectiveness of digital communications in order to guide our clients towards a change in their internal culture.

With this approach we are able to help you at every stage of your digital journey.

33 - Lundquist Wikipedia Research 2015-2016