B2B Social Media - How to leverage Wikipedia

Energizing your Brand on Wikipedia Sponsored by

Upcoming Webinars/Panels:

October 22 nd @ 4pm GMT/1 PM ET/ 10am PT:

Part II: “Social Media and B2B – Micro blogging“ w/David King From Gutenberg PR

December 8 th @ Bankers Club / BofA Building San Francisco NIRI Luncheon: 12 pm – 1:30pm

“ Social Media and the Emerging Impact on Investor Relations and Corporate Communications”

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..

Presentation Outline

What is Wikipedia all about?

Problem statement

What are the rules of engagement

Guidance: 6 Tips for Wikipedia

Going beyond the company Wiki

The technical aspects

Visibility

Measurement

What is Wikipedia

Why it’s important

10 billion monthly page views

Tops most search results

Has un-justified third-party validity

How it works

Maintained by contributors

Managed by editors

Guided by a complex set of rules

The Problem

Contributors rarely take the time to write high-quality Wikis for B2B companies

Opinionated and erroneous content can hurt the brand

Lost opportunity to energize the brand and drive website traffic

The Rules

Always have a username

Engage in the discussion

Skip “industry leading”

Embrace controversy - neutrally

Make genuine contributions to Wikipedia

Add value even if it doesn’t benefit the company

Guidance: 6 quick tips for Wikipedia

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

The Technology

{{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 }}