Seeing this "brand" discussion eat up all the limited available unpaid
volunteer oxygen on wikimedia-l makes me sad.
If the WMF's biggest strategy topic this year is to enter into navel
gazing about its brand, then the WMF looks like it has a problem with
setting meaningful work for its senior management, or maybe just its
team from Wolff Olins; anyone seen a budget line for this consultancy,
I'm assuming this advice is not free, or cheap?
If volunteers want to chew over something that is more meaningful how
about /transparency/, a target that by all practical measures has got
visibly worse over the last five years and appears to have been
deliberately dropped from every top level strategy document:
* Should the WMF cap CEO personal expenses to under $1,000,000 a year,
and publicly report on all individual senior management total expenses
over $50,000 a year AND report on these within a year of the spend?
* Should Wikimedia project volunteers be able to request and view the
reports that the WMF holds about them, in the same way as is legally
required under European law?
* Should the WMF publish flight travel expenses, and set targets for
decreasing year on year flight travel as part of actively doing
anything at all to decrease the WMF's contribution to climate change?
Ps, it is worth looking at some of the links in the original email, it
is revealing that WMF senior management appears to believe that it is
a competitor with the commercial worlds of social media, YouTube and
internet search engines. If this is how strategy and targets are
created, then the "sum of human knowledge" goals are horribly watered
down between ideology and delivery through the eyes of management
consultants.
Thanks,
Fae
On Tue, 26 Feb 2019 at 03:14, Zack McCune <zmccune(a)wikimedia.org> wrote:
:: 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/>
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