Energizing your Brand on Wikipedia Sponsored by
Upcoming Webinars/Panels: <ul><ul><li>October 22 nd  @ 4pm GMT/1 PM ET/ 10am PT: </li></ul></ul><ul><ul><li>Part II:  “Soc...
Speaker Bios David King is Director of Social Media for Gutenberg Communications. In his role at Gutenberg, he leads the d...
Presentation Outline <ul><li>What is Wikipedia all about? </li></ul><ul><li>Problem statement </li></ul><ul><li>What are t...
What is Wikipedia <ul><li>Why it’s important </li></ul><ul><li>10 billion monthly page views </li></ul><ul><li>Tops most s...
The Problem <ul><li>Contributors rarely take the time to write high-quality Wikis for B2B companies </li></ul><ul><li>Opin...
The Rules
<ul><li>Always have a username </li></ul><ul><li>Engage in the discussion </li></ul><ul><li>Skip “industry leading” </li><...
Maximizing Wikipedia Company Wiki Topic Wiki Competitor Wikis Company Website Historical significance Branded Image List o...
The Technology <ul><li>{{Infobox_Company | company_name = Xilinx | company_logo = [[Image:Xilinx.png|Xilinx logo]] | compa...
Why Should I Care? <ul><li>Wikipedia receives between 25,000 and 60,000 page requests per second.  </li></ul><ul><li>Wikip...
Another reason to care
Visibility <ul><li>Wikipedia wins the Google SEO game with frequent first page placements - about 50% of site traffic to W...
Measurement <ul><li>Tools of the Trade: </li></ul><ul><li>Filtrbox.com - real-time social media monitoring and alerts,  ht...
The Outcome
Questions? <ul><li>Ari Newman, Founder and President, Filtrbox, Inc. </li></ul><ul><li>@arinewman or @filtrbox,  [email_ad...
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B2B Social Media - How to leverage Wikipedia

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Filtrbox and Gutenberg Communications cover best practices for business use of Wikipedia to increase brand awareness and recognition.

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B2B Social Media - How to leverage Wikipedia

  1. 1. Energizing your Brand on Wikipedia Sponsored by
  2. 2. Upcoming Webinars/Panels: <ul><ul><li>October 22 nd @ 4pm GMT/1 PM ET/ 10am PT: </li></ul></ul><ul><ul><li>Part II: “Social Media and B2B – Micro blogging“ w/David King From Gutenberg PR </li></ul></ul><ul><ul><li>December 8 th @ Bankers Club / BofA Building San Francisco NIRI Luncheon: 12 pm – 1:30pm </li></ul></ul><ul><ul><li>“ Social Media and the Emerging Impact on Investor Relations and Corporate Communications” </li></ul></ul>
  3. 3. Speaker Bios David King is Director of Social Media for Gutenberg Communications. In his role at Gutenberg, he leads the development and execution of social media strategies for B2B brands. Previously he served as resident Wikipedia guru and account executive at The Hoffman Agency, where he helped clients create, write, and gain readership for their blogs and energize their brand on Wikipedia in addition to traditional PR work.  Prior to The Hoffman Agency, David held PR positions at Lutchansky Communications and Edelman, working with clients such as TSMC, Synopsys, Samsung, and IBM (formerly ILOG). He is a regular speaker, writer, and commentator on social media marketing, and has written op-eds, and guest blogs for Fortune Magazine and T he San Jose Mercury News and has placed clients in The Wall Street Journal, USA Today, The New York Times , Channel 2 News, and Fortune, among others. Ari Newman is a passionate entrepreneur who excels in creating value in ideas and technology and thrives on the challenges and opportunities that define early stage companies. He is President and Founder of Filtrbox, a real-time social media monitoring service that helps companies listen to and engage in online conversations.  In the year since launch, Filtrbox has grown to over 10,000 users and hundreds of customers. Previously Ari was Founder and Principal of Newman Venture Advisors, VP of Product Management at CreekPath Systems and Director of Operations at Volera. Ari’s expertise includes SaaS, consumer internet, enterprise application software, IP networks, enterprise storage, and social media marketing. He lives in Boulder, CO with his wife and two children, where his happiest moments are when his 5 year old daughter agrees to watch cycling races with him..
  4. 4. Presentation Outline <ul><li>What is Wikipedia all about? </li></ul><ul><li>Problem statement </li></ul><ul><li>What are the rules of engagement </li></ul><ul><li>Guidance: 6 Tips for Wikipedia </li></ul><ul><li>Going beyond the company Wiki </li></ul><ul><li>The technical aspects </li></ul><ul><li>Visibility </li></ul><ul><li>Measurement </li></ul>
  5. 5. What is Wikipedia <ul><li>Why it’s important </li></ul><ul><li>10 billion monthly page views </li></ul><ul><li>Tops most search results </li></ul><ul><li>Has un-justified third-party validity </li></ul><ul><li>How it works </li></ul><ul><li>Maintained by contributors </li></ul><ul><li>Managed by editors </li></ul><ul><li>Guided by a complex set of rules </li></ul>
  6. 6. The Problem <ul><li>Contributors rarely take the time to write high-quality Wikis for B2B companies </li></ul><ul><li>Opinionated and erroneous content can hurt the brand </li></ul><ul><li>Lost opportunity to energize the brand and drive website traffic </li></ul>
  7. 7. The Rules
  8. 8. <ul><li>Always have a username </li></ul><ul><li>Engage in the discussion </li></ul><ul><li>Skip “industry leading” </li></ul><ul><li>Embrace controversy - neutrally </li></ul><ul><li>Make genuine contributions to Wikipedia </li></ul><ul><li>Add value even if it doesn’t benefit the company </li></ul>Guidance: 6 quick tips for Wikipedia
  9. 9. Maximizing Wikipedia Company Wiki Topic Wiki Competitor Wikis Company Website Historical significance Branded Image List of competitors List of Major Vendors Important Execs Historical significance Other Ideas Mold the way people think
  10. 10. The Technology <ul><li>{{Infobox_Company | company_name = Xilinx | company_logo = [[Image:Xilinx.png|Xilinx logo]] | company_type = [[Public company|Public]] ({{nasdaq|XLNX}})|| homepage = [http://www.xilinx.com/ www.xilinx.com]| foundation = 1984, public since 1990; Headquarters San Jose, California | key_people = Bernie Vonderschmitt, Founder Ross Freeman, Founder and Inventor of the FPGA Jim Barnett, Founder Philip T. Gianos, Chairman of the Board Moshe Gavrielov, President and CEO Ivo Bolsens, Senior Vice-President and CTO| location = [[San Jose, CA]] | industry = [[Integrated Circuit]]s| products = [[FPGA]]s, [[CPLD]]s| revenue = $1.91 billion (2008)|| num_employees = 3,100 }} </li></ul><ul><li>Copyrights </li></ul>
  11. 11. Why Should I Care? <ul><li>Wikipedia receives between 25,000 and 60,000 page requests per second. </li></ul><ul><li>Wikipedia generates more traffic than the New York Times, ESPN, and The Wall Street Journal combined </li></ul><ul><li>Only Facebook and YouTube have comparable visibility </li></ul><ul><li>It’s important to monitor what Wikipedia says about your company, your brand, and the industry/market </li></ul><ul><li>Mainstream media reporters, financial analysts, bloggers and other websites frequently borrow content and get ideas from Wikipedia </li></ul>www.esource.com || © 2009 E source
  12. 12. Another reason to care
  13. 13. Visibility <ul><li>Wikipedia wins the Google SEO game with frequent first page placements - about 50% of site traffic to Wikipedia comes from Google. </li></ul><ul><li>Keep your eye on the sources </li></ul><ul><li>Watch trends, activity, and volume </li></ul><ul><li>Follow links, read comment threads, check out followers, etc. </li></ul><ul><li>Use key word searches </li></ul>
  14. 14. Measurement <ul><li>Tools of the Trade: </li></ul><ul><li>Filtrbox.com - real-time social media monitoring and alerts, http://filtrbox.com </li></ul><ul><li>Google Alerts - text alerts, http://www.google.com/alerts </li></ul><ul><li>Plugins: Share This, Sociable, Add This, Feedflare, Digg, StumbleUpon, del.icio.us, etc. </li></ul>
  15. 15. The Outcome
  16. 16. Questions? <ul><li>Ari Newman, Founder and President, Filtrbox, Inc. </li></ul><ul><li>@arinewman or @filtrbox, [email_address] </li></ul>Speaker Contact Info: David King, Director of Social Media @david44357 @TheGutes [email_address]

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