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Social Media Marketing Assignment 3

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  1. 1. Wikis<br />Social Media in Marketing<br />Assignment 3<br />Milla Kortesoja<br />1.10.2011<br />
  2. 2. What is a wiki?<br />“Wikipedia defines everything, including itself”<br />Definitions:<br />A software that allows users to collaboratively create, edit, link and organize content of a Web site. (Strauss & Frost 2009)<br />A collaborative Web site consisting of the collective work of many authors. (Webopedia 2011)<br />A digital encyclopediamodified and updated by its users. (Juslén 2011)<br /> The reliability should be questioned as wikis can be modified by anyone.<br />1.10.2011<br />
  3. 3. About wikis<br />The first wiki was WikiWikiWeb, launched in 1995 by Ward Cunningham, designed to be an open and collaborative community website where anyone can contribute (Sitepoint 2011)<br />The word "wiki" comes from the Hawaiian word “wiki wiki”, meaning fast. (Rationalwiki 2011)<br />Wikis can be used for various tasks from personal note-taking to collaborating online, creating an internal knowledge base, assembling an online community, and managing a traditional website. (Sitepoint 2011)<br />The largest and most popular wiki is Wikipedia.<br />1.10.2011<br />
  4. 4. Wikipedia – Leader of wikis<br />Launched January 15, 2001 by Jimmy Wales and Larry Sanger<br />Slogan: “The Free Encyclopedia”<br />Accessible through web sites, mobile devices, search engines and other wikis <br />Available in 270 languages<br />365 million readers<br />19.7 million articles <br />90 000 regularly active contributors<br />2.7 billion monthly page views from the United States alone<br />Wikipedia ranks 7th on most-popular-website worldwide (September 2011)<br />(Wikipedia 2011a)<br />1.10.2011<br />
  5. 5. Other notable wikis<br />WikiTravel<br />Worldwide travel guide with over 25 000 destination guides and other articles <br />WikiWikiWeb<br />The first wiki launched at 1995<br /><br />Internet directory that lists websites along with information about their content<br />Uncyclopedia<br />Satirical website that parodies Wikipedia<br />WikiAnswers <br />Ad-supported wiki where users can submit and answer questions<br />WikiLeaks<br />International non-profit organisation that publishes submissions of private, secret and classified media from anonymous news sources and news leaks<br />(Wikipedia 2011a)<br />1.10.2011<br />
  6. 6. Elements and ways to use<br />How does it work?<br />Wikis allow users to create Web pages on the fly and access large amounts of information through one site<br />View, Edit and Save – it’s simple<br />View<br />Enter the wiki site and hit the subject you wish to know more about to the Search field<br />Edit<br />All wiki pages have edit buttons, most accessible without registration but for some articles registration is required<br />Click on the Edit tab, modify text and…<br />Save<br />Click save and the new information will be saved and the wiki page now displays the changes<br />1.10.2011<br />
  7. 7. When to use a wiki<br />Groups that already know each other<br />87% of organizations report using wikis for internal purposes<br />When a clear nucleus is provided<br />Users are more likely to “edit” than “create” <br /> providing a framework with examples is helpful<br />Co-editing<br />Project requiring different individuals to contribute different pieces <br />When a clear final product is in mind<br />When e.g. building a user manual or a conference web site<br />Short deadlines<br />Wikis are easy to set up and build upon<br />(Online Community Report 2007)<br />1.10.2011<br />
  8. 8. Average user of Wikipedia is..<br />“Wikipedians are people who write and edit the pages of Wikipedia.”<br />Age - 4 approximately equal sized groups<br />Under 18, 18-22, 22-30 and 30-85 year olds<br />Education<br />23% have completed a degree-level educations, 26% are undergraduates and 45% have a secondary education or less<br />Gender<br />87% male and 13% female<br />Motivations for contributing<br />Most contribute to the site for pleasure, some because of an internal drive to feel efficacious and self-confident<br />Wikipedians are not primarily motivated by recognition or reputation<br />(Wikipedia 2011b)<br />1.10.2011<br />
  9. 9. How to: Wikipedia<br />The nature of Wikipedia<br />People use Wikipedia to find out basic information about a company, NOT to read massive articles written by salesmen<br />Editing<br />Wikipedia is mostly edited by volunteers <br />Neutrality<br />People are discouraged from creating articles about themselves or their organisations as Wikipedia strives for neutrality<br />”Candidate for Speedy Deletion”<br />Putting up excessive pages about your company will only result in ending up to the black list of Wikipedians<br />(Inc. 2010)<br />1.10.2011<br />
  10. 10. How to use Wikipedia as a marketing tool<br />Begin with a PR campaign<br />The more visibility you have in media, the more legitimate you seem<br />Make sure your website is up-to-date!<br />Volunteer for Wikipedia<br />Most volunteers write on many subjects, so spend a little time adding information on subjects that you have expertise in. This will give you a valuable inside view of how Wikipedia works.<br />Search your company name on Wikipedia<br />Your company might already be mentioned in an article. Add information to the existing article rather than creating a new one.<br />In-house expertise<br />Check if you already have a Wikipedia volunteer working at your company. He/she can be a valuable resource in helping to find the best strategy.<br />(Inc. 2010)<br />1.10.2011<br />
  11. 11. How to use Wikipedia as a marketing tool<br />Learn from Wikipedia itself<br />There is various articles in Wikipedia telling users how to create articles and what the rules for creating one are.<br />Getting started – Keep it short<br />Writing 1,000 word article will most likely end up being removed almost instantly, instead you should start with a stub.<br />Wikipediands see a stub as a challenge and start to seek out information or images to add  the best approach.<br />Include links to third-party sites<br />Remember that your article should include proper references as Wikipedians look for other references beyond your own company site.<br />Use the discussion page<br />Every Wikipedia article comes with a discussion page. Use it – for an example to explain that you will be adding more information or links later, as well as asking for advice.<br />(Inc. 2010)<br />1.10.2011<br />
  12. 12. References<br />Inc. 2010. Use Wikipedia as a Marketing Tool. Accessible:<br />Juslén, J. 2009. Netti mullistaa markkinoinnin. Talentum Media. Helsinki.<br />Online Community Report 2007. Accessible:<br />Sitepoint 2011. Wiki. Accessible:<br />Strauss, J. & Frost, R. 2009. E-Marketing. Person International Edition. New Jersey, the United States of America.<br />Webopedia 2011. Wiki. Accessible:<br />Wikipedia 2011a. Wikipedia. Accessible:<br />Wikipedia 2011b. Wikipedians. Accessible:<br />1.10.2011<br />