Quarterly review

COMMUNICATIONS Q4 - 2015/16

Approximate team size during this quarter: 10 FTE

Key performance indicator

335 core media touch points 138 user interviews completed in Nigeria and India for New 664% year over year increase in (28% YoY increase) Readers research project Facebook engagement

All content of these slides is (c) and available under a CC BY-SA 3.0 license, unless noted otherwise. 1 Q4 - Communications Team focus: get real Increase 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.

ADVOCATE THE MOVEMENT GROW AUDIENCES BUILD TRUST + MOBILIZE Signal new era and energy at the Establish forward-looking PR strategy to Understand new audiences to inform Foundation; Energize and unite promote authentic and inspiring stories future outreach about the and ■ Discovery & discussion of Foundation projects ■ Research on New Readers in Nigeria identity across staff and India ■ Capacity building at Wikimedia ■ Deliver Foundation style book (almost!) Conference and ■ Social listening established; increased ■ Established social media hub, with interaction with New Readers and ■ Explore design guild concept potential product audiences 250+ members and active participation ■ Supported the announcement of ■ Built relationships with new reporters Katherine as permanent ED ■ Established Wikimedia voice in ■ Supporting the Board in their efforts for copyright legislation debate in Europe transparency ■ Brand interviews and discussions to uncover how brand can support the movement 2 2 Q4 - Communications Team focus: get real Increase 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 3 3

COMMUNICATIONS IN-DEPTH

All content of these slides is (c) Wikimedia Foundation and available under a CC BY-SA 3.0 license, unless noted otherwise. 4 Q4 - Communications Objective: Advocate the movement

Q4 outcome Measure of success Status

Establish forward-looking PR - Proactive PR strategy 5+ new reporter relationships strategy to promote authentic and - Stories matched to specific reporters Many unplanned opportunities inspiring stories about the - New relationships with reporters WIKIMANIA! Messaging and capacity building Wikimedia movement and projects - Early development of speaking calendar ON HOLD: PR strategy, speaking calendar, - Preparations for public advocacy plan advocacy plan (Communications Director on leave)

WINS ● Wikimania: message development focused on inclusivity and the impact of 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. 5 5 Q4 - Communications Objective: Grow audiences

Q4 outcome Measure of success Status

Understand new audiences to - Research on “New Readers” Completed internet user research in inform future outreach - Audience segmentation for products India and Nigeria to document internet - Social listening and increased interaction use habits and Wikipedia awareness with “New Readers” and potential product audiences ON HOLD: audience segmentation (new - Communicate findings across Foundation hire not on board yet)

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, , and Bangladesh to better understand audiences in West Africa and ● 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 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 6 6 Q4 - Communications Objective: Build trust + mobilize

Objective Measure of success Status

Signal new era and energy at the - Discovery & discussion of Foundation Design guild concept: BRAND PARTY Foundation; Energize and unite identity across staff (limited) is up and running - Deliver Foundation style book - Explore design guild concept Foundation style guide developed with wide staff participation ON HOLD: Distribution of Foundation style, waiting for trademark OK

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.) 7 7 Q4 - Communications Appendix: Brazil training

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

CC-by-SA 4.0 - Vitor Mazuco

8 8 Q4 - Communications Appendix: Wikimedia Conference

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

CC-by-SA 4.0 - Zachary McCune

9 9 Q4 - Communications Appendix: Wikimania

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)

CC-by-SA 4.0 - Niccolò Caranti 10 Q4 - Communications Appendix: Wikimania

1111 Q4 - Communications Appendix: Digital media

All images, public domain.1212 Q4 - Communications Appendix: Pinterest

Pinterest reach More than 10 million women a month reached with Commons images and GIFs

All images, public domain.1313 Q4 - Communications Appendix: Portraits

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 Q4 - Communications Appendix: Store photos

15 Q4 - Communications Appendix: Video production

16 Q4 - Communications Appendix: Nigerian community portraits

CC-by-SA 3.0 - Zachary McCune 17 Q4 - Communications Other successes and misses

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.

1818 Q4 - Communications Core workflows and metrics

Category Workflow Comments Type

~19 community submissions from non-WMF sources requiring individual editing and review, including "Why I proofread poetry at Edit submitted community posts " and "Help expand Wikipedia’s coverage of LGBT R communities during Loves Pride" ~19 posts about the community, including the two editors who spent Produce original content one year writing Charlie Chaplin’s Wikipedia article, "Freely licensed M magic at Eurovision," and the Wikipedians of the Year Freely licensed images in every post, including separate banner Source imagery and approve licensing M Blog images 525 comments from readers/pingbacks from other WordPress blogs, Comment moderation and response 84 unapproved comments, 12 responses M

UX improvements, code patches, bug fixes Exygy redesign tweaks have been deployed N

"News on Wikipedia" rolling along with "“Dare to be different, yet Blog content development hold your head high”: the impact of Prince’s death on Wikipedia," M "Leicester City win historic Premier League title" and more

Type: new, reactive, maintenance 7 19 Q4 - Communications Core workflows and metrics

Category Workflow Comments Type Wrote more than 1,700 posts, many in collaboration with Produce original content for Facebook either staff or the community. and Twitter. M

Posted more than 500 images; worked out process with Post public domain imagery to Commons community for Pinterest; worked with Instagram and Pinterest Commons community on use of Facebook and Twitter M accounts Social #wearewikimedia campaign for Wikimania generated Social campaigns for specific more than 250 tweets and 200 photos with news/events overwhelmingly positive sentiment, capturing real human M side of event. Monitored critics and fans on Twitter and Facebook, Comment moderation and response thanking them for contributions and watching for trouble M areas (such as gender) and trolls.

Type: new, reactive, maintenance 7 20 Q4 - Communications Core workflows and metrics

Category Workflow Comments Type

22 interviews total. 21 interviews conducted at Wikimania Find stories / Conduct interviews with one additional conducted outside Wikimania. N 1 script drafted for the content translation tool 100,000 Write scripts article benchmark. N 7 videos produced (including derivative works without burned-in subtitles): Wikimania 2016 in Esino Lario, Video (16.6k views), Here’s to Engineering (51k views), WikiLive 2016 message from , This is Wikipedia Produce videos (7k views), This is the Wikimedia Foundation (14.5k N views), WikiArabia Tech meetup in Ramallah 2016 (4k views), The 2016 Wikimedia in (20k views), Video view totals (estimate from public Facebook and Distribute videos YouTube): 75k views N

Type: new, reactive, maintenance 7 21 Q4 - Communications Core workflows and metrics

Category Workflow Comments Type

Maintained timely, consistent responses for all incoming Respond to regular media inquiries media requests R Monitor for inaccuracies and request Requested ~15 corrections corrections M Maintain and build good relationships Built relationships with Italian reporters at Wikimania, also with key reporters further developed relationship with Atlantic N Documented regular media responses for reuse (also Maintain press FAQ for ongoing PR/Media coordinated with other stakeholders ex. Harassment inquiries M messaging) Maintained daily coverage reports, lost 2 interns, utilized new Daily media reports 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 Actively pitched recommender system, Viva Technology, etc. success N

Type: new, reactive, maintenance 7 22 Q4 - Communications Core workflows and metrics

Category Workflow Comments Type

3D puzzle globe from Because We Can; Schools Association Greece; Wikimania 2017 license and logo; Wikimedia Italia fundraising; Foundation fundraising Trademark Trademark issue review tests; Global Reach partners; sharing store designs; M review; Esino Lario logo review; Georgia Piedmont Wikimedians; iOS for app store Org Support for Foundation/general wiki Home page updates; footer review support R

Reports Ongoing work on reports Form 990 response; Annual plan N

ED presentation deck support Board decks; Wikiconference; Wikimania N Executive support ED travel coordination; briefing docs N

Type: new, reactive, maintenance 7 23 Q4 - Communications Appendix: Press scorecard

Topic This quarter Previous quarter QoQ YoY Type

Total OTRS requests evaluated 250+ 301 -17% N/A M

100 (pitched an 143 (pitched an Press requests responded to -30% N/A additional ~20) additional ~180) M

Misc. requests vetted 149 152 -2% N/A (reassigned or spam) M

70+ articles (note, 900+ articles (from WP 15 accounts for Earned media (# articles) (proactively pitching and large majority of -96% N/A pitched) associated N proactive pitching in awareness) Q3)

Type: new, reactive, maintenance 7 24 Q4 - Communications Appendix: Press scorecard

Topic This quarter Previous quarter QoQ YoY Type

~70 (plus messaging Staff and executive interviews/meetings support Wikimania ~70 0% N/A supported M Viva tech)

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 3 4 -25% N/A announcements R

WMF internal announcements 4 5 -20% N/A R

Type: new, reactive, maintenance 7 25 Q4 - Communications 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 M 7 26 Q4 - Communications 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

5,237,000 Facebook followers 5,313,377 1.5% 10% 4,831,317 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, maintenance 7 27 Q4 - Communications 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 271,037 (-read-only 334,121 (-most-edited N/A N/A M (-major announcements/banner promotion) mode) articles)

Blog pageviews 37,949 31,961 N/A N/A M (major announcements)

-5% / Blog posts from/about community 19/19 20/28 N/A M -47%

Type: new, reactive, maintenance 7 28 Q4 - Communications 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

Per agreement with the trademarks team to do requested reviews*

Type: new, reactive, maintenance 7 29 Q4 - Communications 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

Type: new, reactive, maintenance 7 30