An Introduction to Wikipedia for Marketers
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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.
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An Introduction to Wikipedia for Marketers
- 1. An Introduction to Wikipedia for Marketers David King Owner and Wikipedian, Ethical Wiki
- 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. Agenda • Why Wikipedia • Why not Wikipedia • Our approach
- 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. 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. Why Not *Based on more than 2,500 articles Bias, 15% Other, 14% Quality, 16% Outdated, 4% Citations, 51% Problems
- 7. Why Not Good faith Conflict of Interest Useful edits *Based on more than 100 assessments provided by Ethical Wiki
- 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
- 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. Content • Sources • Notability • Neutrality • Misc • Common pitfalls • Images
Editor's Notes
- 96% is based on 600 random articles in an analysis by Virante 56% is based on 1,000 searches done by SEO firm Intelligent Positioning Educated readers based on data from the Pew Internet & American Life Project
- Based on Wikipedia’s own assessments of more than 2,500 Wikipedia articles. Data collected using screen-scraping software.
- Based on Wikipedia’s own assessments of more than 2,500 Wikipedia articles. Data collected using screen-scraping software.
- Based on more than 100 assessments provided by Ethical Wiki in 2013. “Conflict of interest” is a measure of how many potential clients had objectives that could be achieved while following Wikipedia’s rules.
- A partial list of some of the organizations embarrassed publicly for inappropriate editing on Wikipedia.
- Federal Trade Commission’s disclosure laws (255.5) Wikipedia’s policies for editors with a conflict of interest Wikipedia’s philosophy for neutrality and good-faith
- Ethical Wiki takes the Talk Page strategies approach for projects we accept.