WikiMedia Project
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The document outlines Wikimedia Foundation's marketing plan from 2011-2014. It identifies key issues such as lack of focus, awareness, funds, and innovation. The goals are to sustain open-source wiki leadership, grow knowledge and communities, and broaden audience reach. Objectives include increasing actively involved editors, diversity of content, and international donations. The strategies focus on localization, with specific actions targeted at the Spanish-speaking community in Argentina from 2012-2014. These include awareness campaigns, community events, contests, and customized apps to build relationships. Budgets increase each year, from $102k in the first to over $1m in the third, to support the growth vision.
WikiMedia Project
- 1. Wikimedia Foundation Marketing Plan 2011- 2014 Team Zodiac
- 2. Index ? Introduction of Wikimedia ? Challenge ? Strategies ? Marketing Tactics ? Budget ? Q&A
- 6. One day you wake up, turn on your laptop and find out¡ there is no Wiki¡pedia
- 8. Wiki site Wiki site Wiki site Redirects to Wiki site No americano Wiki site not found No americano
- 11. Issues ? Problems ? Lack of focus. ? Lack of awareness about the impact of Wikimedia foundation ? Lack of sufficient funds for their growth vision ? Lack of innovation ? Centralized decisions ? Lack of localized content
- 12. Issues
- 13. 1- Lack of
- 14. 2- Lack of Awareness
- 15. 3- Low Involvement for Content Creation
- 16. 4- No Local Content
- 17. 4- Lack of Sufficient Funds for Growth
- 18. 5- Lack of Innovation
- 20. Marketing Goals ? Sustaining leadership of ¡®open-source¡¯ wiki for editing and sharing knowledge. ? More Knowledge ? Grow Collaborative Communities ? Broader Audience Reach ? Elevate the Quality of Content ? Re-brand the Foundation and associate with contributing professionals & credible sources. ? Grow Scale of Operations and drive more Stable Funds.
- 21. Marketing Objectives ? Increase actively involved Wikipedians 2011- 2014 (0.89% to 3%). ? Increasing the diversity of content ? Spanish written content 2011-2014 (10% to 15%) ? Women editors: 3% to 10% ? Increasing the credibility of content ? Attracting 100+ professionals write 5000+ articles ? Increase international donations by 15%. ? 20% is derived from Argentina.
- 22. Strategy-2(Alex) ? Localization and Acquire Spanish-speaking community, reader, donors
- 23. Argentina
- 25. Awareness Year - 2012 Artist Designs Donation Press Campaig Conferen n ce Communi ty Design Campaig Contest n New look, App.
- 26. Mi Cuenta Dona Cont¨¢ctenos
- 27. Relationship Development Year in 2013(Claire) College and professors Company visit for corporate visits , donation program, Open library program Printed Ads, donor e-mailing
- 28. Localization and Penetration Year in 2014(Claire) CSR program, Wiki-class program
- 29. Budget ? 1st year ? $102,340 ? $334,280 ? 2nd year ¨C $651,900 ¨C $324,600 ? 3rd year ¨C $1,385,600 ¨C $332,600