---------- Forwarded message ---------
From: Zack McCune <zmccune(a)wikimedia.org>
Date: Mon, Feb 25, 2019 at 7:13 PM
Subject: Reviewing our brand system for our 2030 goals
To: <wikimediaannounce-l(a)lists.wikimedia.org>, Wikimedia Mailing List <
wikimedia-l(a)lists.wikimedia.org>
:: Apologies for cross-posting to multiple mailing lists. We want to ensure
we spread the word about this opportunity to as many people as possible. ::
Hi all,
We are writing today to invite you to be a part of a community review on
Wikimedia brand research and strategy.
Recently, the Wikimedia Foundation set out to better understand how the
world sees Wikimedia and Wikimedia projects as brands.[1] We wanted to get
a sense of the general visibility of our different projects, and evaluate
public support of our mission to spread free knowledge.
We launched a global brand study to research these questions, as part of
our planning toward our 2030 strategic goals.[2] The study was commissioned
by the Board, carried out by the brand consultancy Wolff Olins, and
directed by the Foundation’s Communications team.[3][4] It collected
perspectives from the internet users of seven countries (India, China,
Nigeria, Egypt, Germany, Mexico and the US) on Wikimedia projects and
values.
The study revealed some interesting trends:
- Awareness of Wikipedia is above 80% in Western Europe and North America.
- Awareness of Wikipedia averages above 40% in emerging markets,[5] and is
fast growing.
- There is awareness of other projects, but was significantly lower. For
example, awareness of Wikisource was at 30%, Wiktionary at 25%, Wikidata at
20%, and Wikivoyage at 8%.
- There was significant confusion around the name Wikimedia. Respondents
reported they had either not heard of it, or extrapolated its relationship
to Wikipedia.
- In spite of lack of awareness about Wikimedia, respondents showed a high
level of support for our mission.
Following from these research insights, the Wolff Olins team also made a
strategic suggestion to refine the Wikimedia brand system.[6] The
suggestions include:
- Use Wikipedia as the central movement brand rather than Wikimedia.
- Provide clearer connections to the Movement projects from Wikipedia to
drive increased awareness, usage and contributions to smaller projects.
- Retain Wikimedia project names, with the exception of Wikimedia Commons
which is recommended to be shortened to Wikicommons to be consistent with
other projects.
- Explore new naming conventions for the Foundation and affiliate groups
that use Wikipedia rather than Wikimedia.
- Consider expository taglines and other naming conventions to reassert the
connections between projects (e.g. “______ - A Wikipedia project”).
This is not a new idea.[7][8]
By definition, Wikimedia brands are shared among the communities who give
them meaning. So in considering this change, the Wikimedia Foundation is
collecting feedback from across our communities. Our goal is to speak with
more than 80% of affiliates and as many individual contributors as possible
before May 2019, when we will offer the Board of Trustees a summary of
community response.
We invite you to look at a project summary [9], the brand research [10],
and the brand strategy suggestion [11] Wolff Olins prepared working with us.
For feedback, please add comments on the Community Review talk page [12] or
email brandproject(a)wikimedia.org with direct feedback. You can also use
either of these channels to request to join a group meeting.
We know this is big topic and we’re excited to hear from you!
- Zack McCune and the Wikimedia Foundation Communications department
[1]
https://wikimediafoundation.org/2019/02/07/how-does-the-world-see-wikimedia…
[2] https://meta.wikimedia.org/wiki/Strategy/Wikimedia_movement/2018-20
[3] https://www.wolffolins.com/
[4] https://meta.wikimedia.org/wiki/Communications
[5]
https://meta.wikimedia.org/wiki/Community_Engagement/Defining_Emerging_Comm…
[6]
https://wikimediafoundation.org/2019/02/26/leading-with-wikipedia-a-brand-p…
[7] https://lists.wikimedia.org/pipermail/foundation-l/2007-May/029991.html
[8]
https://commons.wikimedia.org/w/index.php?title=File%3AStrengthening_and_un…
[9]
https://meta.wikimedia.org/wiki/Communications/Wikimedia_brands/2030_resear…
[10]
https://commons.wikimedia.org/wiki/File:Global_Wikipedia_and_Wikimedia_Bran…
[11]
https://commons.wikimedia.org/wiki/File:A_Wikimedia_brand_strategy_proposal…
[12]
https://meta.wikimedia.org/wiki/Talk:Communications/Wikimedia_brands/2030_r…
--
Zack McCune (he/him)
Senior Global Brand Manager
Wikimedia Foundation <https://wikimediafoundation.org/>
--
Zack McCune (he/him)
Senior Global Brand Manager
Wikimedia Foundation <https://wikimediafoundation.org/>
Thanks for sharing this Mia! Îm really glad to read that it can be an ongoing project and not just an equality token on March, 8.
I have a question: do you have a budget for transportation for people who want to attend and babysitting facilities?
Could it be possible for organizers to get a volunteering certificate from the sweedish embassy as a kind of aknowledgement of the work done?
Thank you for your commitment on these issues!
Kind regards,
Natacha / Nattes à chat
> Le 21 févr. 2019 à 16:19, Mia Jacobsson <mia.jacobsson(a)wikimedia.se> a écrit :
>
> WikiGap 8 March 2019
>
>
> WikiGap is an initiative taken to close the gender gap and other gaps
> relevant for diversity of Wikipedia. The initiative is made possible by a
> cooperation between Wikimedia Sverige, the Swedish Ministry for Foreign
> Affairs, Swedish embassies and Wikimedia affiliates, volunteers and local
> organizations around the world. WikiGap was first organized in March 2018
> and now we would like to do it again. We are planning to organize several
> Wikipedia edit-a-thons during 8 March 2019. The purpose of the edit-a-thons
> is to create more articles about women to achieve a more gender-equal
> Internet – and a more gender-equal world and by doing so reduce the gender
> gap a bit.
>
> The 8 March is just the starting point of the campaign. If the embassy,
> your local partner and you finds a better date to cooperate and implement a
> WikiGap event during 2019 then that also works.
>
> Main page on Meta: https://meta.wikimedia.org/wiki/WikiGap
>
> The background to WikiGap 2019
>
> The initiative started in March 2017 with a sister edit-a-thon in four
> languages between the Swedish embassy in New Delhi and Stockholm
> https://meta.wikimedia.org/wiki/India-Sweden_edit-a-thon.
>
> During 2017 the Swedish embassies in Pretoria and Washington DC also
> successfully hosted Wikipedia edit-a-thons with Wikimedia chapters. In 2018
> The Ministry of Foreign Affairs wanted to increase outreach and the number
> of partnering Wikimedia affiliates and we decided to implement WikiGap 2018
> together.
>
> Together with the Ministry we have developed a toolkit for how embassies
> should organise Wikipedia edit-a-thons, and they are committed to surfacing
> the achievements of women in the world’s largest encyclopedia, in
> partnership with Wikimedia affiliates and other local organisations.
>
> Changes from previous year
>
> This year we’re also going to have an online-competition which is called
> the WikiGap Challenge during the first month of WikiGap.
>
> The WikiGap Challenge is an attempt to connect the individual events with
> each other. It is also a possibility for the organizing Wikimedia
> organizations and volunteers to highlight important women from their
> context that they believe deserve articles on multiple languages.
>
> More information about the contest will be shared with local organizers
> shortly
>
> and on the WikiGap Campaign portal on Meta.
>
>
> How you can join?
>
> The WikiGap invites broad and diverse participation, just like last year,
> and allows for local adaptations to the theme. If you think that you have
> an interest in taking part of WikiGap but have any questions about the
> implementation you can either contact the Swedish embassy in your country,
> they have all the material that you need to make this event a success, or
> you can send me a question – I’m more than happy to help you sort out some
> question marks.I will be out of office February 25 to March 4 so please
> send a copy of your request to info(a)wikimedia.se and someone at the office
> will get back to you as soon as possible.
>
> If you don’t think that you will be the main organizer of WikiGap in your
> country or if you are a part of a larger team, I, as part of coordinating
> the WikiGap, would like you to please help share this information with the
> right individuals.
>
> Are you interested in taking part of WikiGap 2019?
>
> Please send me an email to confirm your interest. At the WikiGap portal
> <https://meta.wikimedia.org/wiki/WikiGap> on Meta you can find a list of
> WikiGap events <https://meta.wikimedia.org/wiki/WikiGap/Events>. Use this
> space to find events and share details of your own WikiGap event, such as
> user name of the organizer(s), your local theme and if you’re merging the
> event with other wiki initiatives.
>
> Here you will find some more information about WikiGap:
> https://meta.wikimedia.org/wiki/WikiGap/Events
>
> Join WikiGap on Programs & Events Dashboard to show impact
>
> We also have a WikiGap campaign 2019
> <https://outreachdashboard.wmflabs.org/campaigns/campaign_wikigap_2019/overv…>
> up on Programs & Events dashboard
> <https://meta.wikimedia.org/wiki/Programs_%26_Events_Dashboard> to
> facilitate running and keeping track of all events on various language
> version. Please go in there and register your event as soon as possible.
>
> Please help us spread the word about WikiGap.
>
> Best Regards,
>
> Mia Jacobsson
>
> Wikimedia Sverige
>
> Coordinator for WikiGap 2019
>
>
> --
> *Mia Jacobsson*
> Projektledare utbildning och lärande
> Wikimedia Sverige
>
> Phone: +46(0)73-383 26 70
> Email: mia.jacobsson(a)wikimedia.se
> Visiting address: Goto10, Hammarby Kaj 10D, 120 32 Stockholm
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