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Wikipedia Switzerland Research 2011-2012


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My presentations at Lundquist Breakfast Meeting in Zurich outlined why Wikipedia is vital for companies’ web reputation and explained a model for constructive engagement of companies with the Wikipedia community.

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Wikipedia Switzerland Research 2011-2012

  1. 1. Lundquist WikipediaResearch
  2. 2. Swiss companies on social media KWD Webranking 2011 Switzerland (Top70) Europe (Top500) No presence in English on major social media 36% 17% Updated Twitter account 32% 30% Updated Facebook page (in English) 15% 25%Link to social media from corporate website 27% 37% No English article on Wikipedia 30% 6%
  3. 3. Why Wikipedia is important forcompanies 5th most visited website according to comScore More than 400 million people use Wikipedia every month High search engine ranking, 60% of page views come from Google Important component of company’s web reputation This is truer when exceptional or unexpected events happen (crisis)
  4. 4. Wikipedia: information on companiesJuly 2010, explosion of BP’s Deepwater Horizon in Mexico Gulf
  5. 5. Wikipedia: information on companiesJuly 2011, Murdoch case: wiretapping
  6. 6. Lundquist Wikipedia research 2011
  7. 7. What we analysedAnalysed the English version of the Wikipedia page of291 European companies 70 Swiss largest listed companiesA three-part protocol of 30 criteria is used toallocate a maximum of 25 points for each Infobox (4 points) Page Features (10) Page Sections (11) Penalty point (-1) 7
  8. 8. What we foundIn 2011 Swiss average score climbed to 7.3from 6.9 of the past edition Company Score Although still 30% of Swiss companies do not 1. UBS 21.25 have a page in English 2. Nestlé 19The poorest section of the research is the onededicated to the substantial information about 3. Novartis 17.25the company (Page sections) scoring only 4. Credit Suisse 16.7526% of the maximum 54% do not offer updated data on profits and 5. Syngenta 15.75 44% on 18% do not provide a biography page 6. Transocean 15.25 dedicated to company’s key people 94% do not give information on company 7= ABB 14.75 major shareholders and 76% do not present a list of top managers or directors 7= Roche 14.75The best Wikipedia page tend to have the 7= Sika 14.75largest number of editors and most 10= Logitech 14.5editorial activity 10= SGS 14.5 8
  9. 9. What we found 7% Top pages63% Poor pages No page in30% English 9
  10. 10. A common misconception “Wikipedia is a user-generated content website, so companies have no role to play in it” 10
  11. 11. Companies’ most popular reactions 11
  12. 12. Companies’ most popular reactions 12
  13. 13. Lundquist engagement model Don’t consider Wikipedia as an extension of your corporate website,1 but instead respect Wikipedia rules and learn how to interact with its community2 Keep monitored your Wikipedia page and all the other related pages Avoid making direct changes,3 interact first with editors through Wikipedia’s talk pages When direct changes are inevitable,4 always provide references5 Include free-use material, such as documents and pictures
  14. 14. Thanks!Lundquist SrlGiulia @giuliadini giuliadiniPiazza XXV aprile 120121 Milan, ItalyTel. + 39 02 4547