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Quarterly Review 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) Wikimedia Foundation 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 Wikimedia movement 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 Wikimania ■ 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 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. 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, 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 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 Appendix: Portraits Q4 - Communications 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 Appendix: Nigerian community portraits Q4 - Communications 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 Wikisource" and "Help expand Wikipedia’s coverage of LGBT R communities during Wiki 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
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