Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

An Introduction to Wikipedia for Marketers

68 views

Published on

This presentation is broken up into three sections. Why you should participate on Wikipedia as a marketer, why you should not, and ethical approaches to the site. It's packed with insightful data on the quality of company articles and how often your marketing objectives are aligned with Wikipedia's rules. Please contact me at dking@ethicalwiki.com about presenting this as a workshop, training presentation or speaking opportunity.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

An Introduction to Wikipedia for Marketers

  1. 1. An Introduction to Wikipedia for Marketers David King Owner and Wikipedian, Ethical Wiki
  2. 2. Your Presenter • ~38,000 edits over 7 years • >30% of Wikipedia’s best company articles • Consultant for brands, people, non-profits and more
  3. 3. Agenda • Why Wikipedia • Why not Wikipedia • Our approach
  4. 4. Why Wikipedia • Top 10 in 96% of searches • Top result in 56% of searches • More educated readers than Twitter and LinkedIn combined • Have you used Wikipedia?
  5. 5. Why Wikipedia *Based on more than 2,500 articles High, 2% Mid, 13% Low, 85% Quality Top, 2% High, 8% Mid, 23% Low, 67% Importance
  6. 6. Why Not *Based on more than 2,500 articles Bias, 15% Other, 14% Quality, 16% Outdated, 4% Citations, 51% Problems
  7. 7. Why Not Good faith Conflict of Interest Useful edits *Based on more than 100 assessments provided by Ethical Wiki
  8. 8. Why Not • PR agencies • The Vatican • The Mormon Church • Amnesty International • The FBI • The Church of Scientology • Exxon • Microsoft • Apple • Coca-Cola • Disney • Wal-Mart • The Guardian • Nestle • Pepsi • Diebold • The CIA • Anheuser-Busch • ChevronTexaco • Dell Computers • MySpace • EA Games • Fox News • Sony • British Petroleum
  9. 9. Ethics Legal Wikipedia policy Principles
  10. 10. Our Approach • Bias and misinformation run unchecked • Quality of Wikipedia pages remain low Hands-off • Requires patience and expertise • Offers a safer approach for improvements Talk page strategies • Risk of vengeful editing from angry Wikipedians • Risk of media exposure Anonymous Direct editing
  11. 11. Content • Sources • Notability • Neutrality • Misc • Common pitfalls • Images
  12. 12. The end Questions?

×