How to create a TOWN The story of MonmouthpediA

Scan me for more! The story of the idea

t all started at a TEDx talk to cover on Wikipedia every single given by Roger Bamkin and notable place, person, artefact, I Steve Virgin, two Wikimedia UK flora, fauna and anything else directors, about how QRpedia related to in as many codes had transformed Derby languages as possible, but with a Museum. The talk inspired John special focus on Welsh. Cummings to ask whether there This booklet tells the story of was interest in rolling a similar Monmouthpedia and offers project out across a whole town. a step-by-step guide on how In a flash, the idea that was to create your own Wikipedia to capture so many people’s town. First though, we need to imaginations was born. know what QRpedia codes are, Monmouthpedia is the first since the project depends on Wikimedia project in the world to these codes for its multilingual cover a whole town – Monmouth, functionality. in south Wales. The project aims

2 HOW TO CREATE A WIKIPEDIA TOWN What is QRpedia?

Scan for a short video about the project

Rpedia was conceived from. However the real answer by Roger Bamkin and is for that person to create the Q Terence Eden. Normal missing translation. It’s interesting that Quick Response (QR) codes QRpedia delivers translations, but when scanned by a smart phone the more important change is that can direct a user to a web page, museums and galleries are trusting QRpedia works by directing users to their visitors to edit the museum’s Wikipedia pages and takes a further knowledge. step by going to the appropriate The technology was first unveiled page in the user’s own language. So, at Derby Museum, England, in April if you were to scan the code on 2011. In the short period of time the Shire Hall in Monmouth with a since then the technology has been smart phone that usually operates in used in Australia, , Catalonia, French, you’d be taken to the French , and the United Wikipedia article about the building. States, as well as in the UK. The If the Wikipedia article is not available source code for the project has in the user’s language, then they are been made available under the offered a list of languages to choose MIT license.

THE STORY OF MONMOUTHPEDIA 3 Why Monmouth?

his is a commonly asked no Wikipedians that we knew of question, partly because who lived in the town. What was T many people have never important was that Roger, John heard of Monmouth! At first and Steve presented the concept glance, it may seem an unusual and the town agreed to move choice. After all, it’s not a large the idea forward. Previously wiki- city, nor is it especially famous. projects had been based around However, these factors work in a core of Wikipedians. On this favour of Monmouth, along with project we planned to train people the fact that the council also has a and use remote e-volunteers. We legal requirement to support the think this worked. Welsh language. Over 550 articles relating to Monmouth was actually chosen Monmouth were created during because it was John Cummings’ the project in 30 different languages. home town and because they Over a thousand QRpedia codes were enthusiastic. There were are on display around the town

4 HOW TO CREATE A WIKIPEDIA TOWN Key opportunity

Tap into local knowledge, pride and enthusiasm to create lists of existing and potential content.

on buildings, street lights, museum artefacts, by local businesses – even in local library books. We were lucky to choose a council who had recently committed to use open licenses. With the encouragement of the project, local people and institutions have released over 1,000 images and videos into the public domain. It is important for partners to realise that we believe in sharing information freely. We had some lengthy discussions but the council wanted to be open; the project was Key risk able to show them how to do it. Be democratic and inclusive – don’t let the project seem like it’s a private club.

THE STORY OF MONMOUTHPEDIA 5 Some key comments about MonmouthpediA

lyn Moody, writing for Monmouthpedia was an easy Techdirt, questioned choice for me to make, as I was G whether Monmouthpedia born and bred in Monmouth, was the future of Wikipedia. He and it seemed like a good way described the project as creating “a to promote Monmouth and to kind of fractal Wikipedia” likening document the local history which I it to the 2010 film Inception, have learned and researched over potentially enabling “Wikipedia the years. The more I got involved within a Wikipedia within a with Monmouthpedia, I learned Wikipedia.” Within days of the more new information and facts launch, the initiative had led to which proved to be interesting widespread interest. Stevie Benton and enthused me even more.” from Wikimedia UK reported that the project page had been viewed 10,000 times. He also reported there had been inquiries from towns in Norway, England, France, Scotland and Texas, USA. One test of success will however be the project’s ability to attract more tourists to the town. Anthony Cope, a local Wikipedian, said: “Getting involved with

6 HOW TO CREATE A WIKIPEDIA TOWN Core stakeholder engagement

large feature of this project hosted codes was the way it managed linking to Ato bring various groups articles on with different interests together bread, baking to unite behind a common goal. It and cake. The wasn’t just Wikipedians involved: local museums Monmouthshire County Council, opened up residents, businesses, cultural their archives to institutions such as Monmouth volunteers as a Museum and students all played resource, not just important roles in making for research but Monmouthpedia a success. The to share images council, in particular, threw their and documents weight behind the project by on Commons. installing a free wi-fi network Local historical societies teamed up across the town and allowing to share their local knowledge and the installation of QRpedia code objects too. plaques on civic buildings. In essence, it was all about the Businesses showed their support by spirit of widespread collaboration displaying codes in their windows, that makes wiki projects and showed more than a little possible, distilled and drip-fed imagination. A bakery, for example, through a town.

THE STORY OF MONMOUTHPEDIA 7 Getting started

ou need a few things to knows about Monmouthpedia, QR create a Wikipedia town. The codes, smart phones and how useful Y most important thing you can Wikipedia can be. Some people like have is motivation. It’s a big project the local library and the council’s and one which takes a long time. web developer are using ideas and There’s a lot that needs organising, technology they discovered whilst lots of pieces to get in place and a helping with this project. huge amount of work. Unless you’re You can ask people for help but very rich you will require funding. remember you have the world’s What are your objectives? best and free encyclopedia backed Monmouthpedia identified installing by 100,000 volunteers. Make sure 1,000 codes, getting Wikimedia UK you feel that the volunteer’s role on TV and raising the profile of the is in line with our mission. Some town as objectives, but it was implicit potential partners will find it difficult that we allowed the people of to understand that we demand that Monmouth to own the project. If you all information is shared and we don’t visit the town today then everyone allow our web site to be exploited. Make sure that you are happy that they understand our values and they are willing to adapt theirs where Key opportunity necessary. John was installed as the project manager supported by a Make friends! Many steering group with a representative hands make light work from Wikimedia UK, Monmouth County Council and the local university.

8 HOW TO CREATE A WIKIPEDIA TOWN Next you need a list of existing Don’t forget articles relating to your town. You your local can do this by creating categories. It’s chapter or the important to record what it looked Foundation. like before the miracle happened. They can offer merchandise, You will need a list of those that help with could be created. The only way to promotion, do this is to ask others to help. Build contacts and relationships with galleries, museums, money. the local council / government, community associations – anyone Promote your project in the with local knowledge who can help community and among Wikipedians. you with the content. Every wiki project likes to create and edit good content and learn about Tell schools, colleges and universities new topics. If you intend to do a town what you’re up to. Roisin Curran, a then you will need a better method history student, chose to do her work of attracting help. The method devised placement with Monmouthpedia by Andrew Dalby for the Derby at Monmouth Museum. She knew project was to create a multi-lingual very little about editing Wikipedia challenge. We found enthusiastic when she started, but she left with Wikipedians who work in languages “” on her such as Esperanto, Hungarian and CV. The project also attracted seven Welsh. Some editors are interested in post graduate researchers from languages and others are interested several universities who are studying in geotagging, nature reserves, historic this project. Some are interested in ships or ancient buildings. Your the QR codes and our ability to use project needs to follow and reward augmented reality, but others are other people’s enthusiasm. Small interested in journalism and the way prizes attract large contributions. that we work together. Some contributors created over 50 articles! Search for the Charles Rolls Challenge for more details.

Key risk

People may not buy your vision – be prepared to work hard to sell the idea

THE STORY OF MONMOUTHPEDIA 9 Making and sharing QRpedia codes

page appears codes look pretty in – the article A daunting and confusing. about Wikipedia It’s just a lot of black and white will load in 250 squares! Visit .org – the languages, for only site that works in the way example. required and simply take your Sharing the Wikipedia URL and paste it into codes is an area in which Your freshly minted code appears you can be really on the screen. Click on the code and it instantly downloads to your in Monmouth was permissions. computer. The page also shows In Monmouth for important you how many languages the articles, the codes were printed on ceramic tiles and cemented on to the front of buildings. For an important Welsh building you need the permission from three public bodies in addition to the owner of the building and the owner of every logo that you intend to use. Do not underestimate this task.

10 HOW TO CREATE A WIKIPEDIA TOWN A simpler task is to create the Realise that many tiles themselves. In our case we people won’t used an art therapy workshop understand what in Monmouth and a local the codes are for ceramicist. Some of the codes or how they work were printed on promotional so when you’re posters around the town, promoting the on bookmarks, on labels for project in your museum objects, the inside cover town let people of library books, on stickers know how to access them. We for shop windows and doors... found that any free letting others decide how to do QR code scanner this means that they will realise works perfectly that it’s their project. well so there’s no Do bear in mind that QRpedia need for people to codes aren’t effective when pay for one. Find working in isolation. Rather, they one you like and let need some context to encourage people know how people to actually scan them they can download so don’t forget to give them an the app and how to appropriate label. use it.

THE STORY OF MONMOUTHPEDIA 11 Merchandise

on’t underestimate the value of attractive and impactful merchandise. People love D give-aways! As you can see, we came up with all kinds of goodies for visitors and participants. T-shirts, beermats, posters, pens, badges... speak to your local chapter as they may well be able to help. Don’t forget to read the important legal stuff about using logos related to Wikipedia and Wikimedia before commissioning any materials.

12 HOW TO CREATE A WIKIPEDIA TOWN The legal stuff

ou need permission to required. This is not the case. It is use Wikipedia and more important to have a firm Y Wikimedia logos. Your local agreement when there is only a chapter has some leeway, but if small amount of money involved. a town wants to use a Wikipedia If volunteers give freely of their logo then it needs an agreement time and expertise then it is with the . The imperative that the project is Foundation are well aware of the not abandoned. It is tempting to value of the logo and they will need abandon volunteer projects when to be convinced that your project the going gets difficult as the cost will improve the brand’s image. of cancellation is small. A good More important than the brand agreement ensures that both sides permission is the agreement that do their best. you make with the town and your project. In Monmouthpedia’s case this agreement was made by the chapter. This is important where volunteers are involved, especially if the chapter is supporting the project. Normally there is a contract that ensures both parties comply with an agreed purpose. Where the agreement does not involve money then it can be tempting to think that agreements are not

THE STORY OF MONMOUTHPEDIA 13 Scan for a quirky Promotion Taiwanese news video! and press

robably the two key bits of a day. All of this creates promotion were not the mentions of “Monmouth” P obvious ones. The project within the Wikipedia was reported in 300 different community. This wasn’t just newspapers in over 30 countries, on the as but why? One reason was because we saw Monmouth being Monmouth was first, another was mentioned on the front page because of the Wikipedia brand of the Danish and German and another was that the idea . Tell Wikipedians could be easily explained and how successful the project understood. However our most is. Editors like to work on important communication tool successful projects. was the local weekly newspaper. Every other issue it wrote about the project and the first time this happened the news of the project went around the world for the first time. The other communication tool was Wikipedia itself. Articles about Monmouth appeared on the front page 50 times. On St David’s Day and “Monmouthpedia Day” we had articles about Monmouth numerous times

14 HOW TO CREATE A WIKIPEDIA TOWN An important first for this project understanding of each other’s was the work that Steve Virgin ways of working on both sides. put in to crowdsource our PR. The Monmouthpedia press Steve had been working with PR campaign involved a number of companies on behalf of the UK agencies who produced some chapter because of the scandals fabulous communication support. arising out of the misuse of With agencies such as Montpellier Wikipedia entries. As a result of PR working with the Wikimedia our efforts to assist them the UK communications team, the PR agencies volunteered to help press campaign created immense with a cool project. Sam Downie value to the town of Monmouth created an entire web site whose and to the technological sole purpose was to support innovation-driven notion of PR volunteers and their press hyper-localism using multi-lingual contacts. On the launch day we Wikipedia pages. had a PR team of about twelve people. Press releases were written for national newspapers, local newspapers, technical journals and Wikipedians. We also asked two PR industry bodies - the CIPR and PRCA - to approach their membership and ask them to get involved in the launch of Monmouthpedia. The idea behind this was to get PR professionals working alongside Wikipedians on a project of common benefit. It was also to show the value of the work that Wikipedians do in a fresh light to public relations professionals, starting the process of deepening the level of

THE STORY OF MONMOUTHPEDIA 15 Monmouthpedia is a Grand Project

Monmouthpedia is a “Grand Project”. It isn’t a GLAM project, though it contains at least four GLAMS. It isn’t a university collaboration though we had at least three involved. It could be seen as a QR code and augmented reality project but these are not its drivers. This project was formed when John Cummings saw the collaboration that Wikimedia UK had made with Derby Museums. He made the outrageous proposal that we should take what we had done for a small museum and apply it to a town. Here we tell you how we found that this “outrageous idea” was a meme that everyone understood and wanted to help with. The project created a partnership between a County Council, the Town council, Wikimedia UK, QRpedia, Monmouth Civic Society, Monmouth Archaelogical Society, 3 schools, 3 museums, 2 universities, 1 college, a library, a primary school, an art therapy centre, 200 busnesses, a newspaper, TV producers, the wiki community .... oh and the people of Monmouth. Monmouthpedia is an experiment into the integration of free and easily accessible knowledge into people’s everyday experience of the world and the use of wikis in the public sector, charities and private sector. The project includes GLAMs and engages with WikiCulture concepts like digital literacy, deletionism, minority language support, open software usage, augmented reality and editor retention. Key to this are the communities historic research and cultural heritage. We have involved educational institutions but we have also created some educational opportunities. The project has experimented with novel technology and in the process of installing its own dedicated open access wifi infrastructure throughout the town... and it was all created by the Wikimedia community. It’s amazing that we have a movement that can give so generously.

All images used in this publication are used under Creative Commons licenses. The credits are as follows, with specific licenses in brackets. Page two, Wikipedia user Victuallers (CC-BY-SA 3.0) Page four, Monmouthshire County Council (CC-BY-SA 2.0). Page five, Wikipedia user Rock Drum (CC-BY-SA 3.0, 2.5, 2.0, 1.0) and (CC-BY-SA 3.0), David Cummings (CC-BY-SA 3.0). Page six, John Cummings (CC-BY-SA 3.0). Page seven, John Cummings (CC-BY-SA 3.0). Page eight, Wikipedia user Rock Drum (CC-BY-SA 3.0, 2.5, 2.0, 1.0) Page nine, both John Cummings (CC-BY-SA 3.0). Page ten, Wikipedia user Rock Drum (CC-BY-SA 3.0) and (CC-BY-SA 3.0, 2.5, 2.0, 1.0). Page eleven, Wikipedia user Rock Drum (CC-BY-SA 3.0, 2.5, 2.0, 1.0), Wikipedia user Victuallers (CC-BY-SA 3.0), Wikipedia user Rock Drum (CC- BY-SA 3.0, 2.5, 2.0, 1.0). Page twelve, Wikipedia user Rock Drum (CC-BY-SA 3.0) and (CC-BY-SA 3.0, 2.5, 2.0, 1.0), John Cummings (CC-BY-SA 3.0), Monmouthshire County Council (CC-BY-SA 2.0). Page thirteen, Monmouthshire County Council (CC-BY-SA 2.0) Page fourteen, Wikipedia user Victuallers (CC-BY-SA 3.0), Claire Stokoe, (CC-BY-SA 3.0). Page fifteen, Wikipedia user Rock Drum (CC-BY-SA 3.0, 2.5, 2.0, 1.0) Page sixteen, John Cummings (CC-BY-SA 3.0) Designed by Jayne Martin-Kaye www.maytreecreative.com

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