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A presentation by Lennart Guldbrandsson about how brands can work with Wikipedia.
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Wikipedia and branding
Introduction
What I won't talk about What I will talk about
How Wikipedia works How to use Wikipedia
Wikipedia from the outside
The history of Wikipedia 1980-1990s – internet, first catalogues, then search engines
2000 – the dot-com bubble collapses, Nupedia
2001 – launch of Wikipedia
2003 – Wikimedia Foundation
2008 – 23 employees
Wikipedia from the outside
61% of you come from Google (Nielsen Online)
4th most popular property on the Internet (28.2% of the 996 million worldwide PC-based web browser audience (comScore)
20 – 45 000 page views – per second
Estimated worth: 7 billion US dollars (Silicon Alley Insider)
Real revenue: 2,734,909 (2007)
How Wikipedia works(for companies)
"Imagine a world in which every single person on the planet is given free access to the sum of all human knowledge.
That’s what we are doing."
- Jimmy Wales
How Wikipedia works(for companies)
Wikipedia is a... freely licensed
and free of charge
encyclopedia of 12 million articles
written by 15 million volunteers
in more than 250 languages
How Wikipedia works(for companies)
+ =
Click ”edit” Write Click ”save” No need to register
How Wikipedia works(for companies)
Quality management on Wikipedia Version handling – article history
Recent changes monitored
Watchlists
User contributions leave tracks
Many enthusiastic volunteers
How Wikipedia works(for companies)
Wikipedia and its competitors collaborative vs experts
having to get along vs own articles
style and own perspective is not scaleable
not-for-profit vs ad-driven
work in progress vs ready from the get-go
Using Wikipedia (for companies)
What if the Wikipedia article about your company is wrong
1) write on talk page
2) contact us – Report an error
Ask other wikipedians for help
Using Wikipedia (for companies)
Your article on Wikipedia only helpful if you already have traffic, i.e. is notable
if you try, take your time – learn and pay your dues
remember that you are accountable
ask for help
don't delete – add
and as always, must be copyleft
Using Wikipedia (for companies)
Seldom used ways of marketing on Wikipedia donate money, like Alfred P. Sloan
fix something for Wikimedia Foundation, like Yahoo
write an featured article about you
have a user to answer questions about you on Wikipedia
donate pictures – find your niche
Let me give you an example...
Using Wikipedia (for companies)
Michele Merkin
Featured imageBeauty
Glamour photography
Physical attractiveness
Here
is your chance!
Questions?
Don' be shy. Or in Wikipedia vernacular:
Be bold.