lundquist, giulia dini - wikipedia switzerland research. lundquist breakfast meeting in zurich 21...
DESCRIPTION
Giulia Dini outlined why Wikipedia is vital for companies’ web reputation and explained Lundquist’s model for constructive engagement with the Wikipedia community.TRANSCRIPT
Lundquist WikipediaLundquist Wikipedia
Research
Swiss companies on social media
KWD Webranking 2011 Switzerland (Top70) Europe (Top500)
No presence in English on major 36% 17%
27% 37%
Updated Facebook page (in English) 15% 25%
Updated Twitter account 32% 30%
No presence in English on major social media 36% 17%
Link to social media from corporate website 27% 37%
No English article on Wikipedia 30% 6%
Why Wikipedia is important for companies
� 5th most visited website according to comScore
� More than 400 million people use Wikipedia every month
� High search engine ranking, 60% of page views come
from Google
� Important component of company’s web reputation
� This is truer when exceptional or unexpected events happen (crisis)� This is truer when exceptional or unexpected events happen (crisis)
Wikipedia: information on companies
July 2010, explosion of BP’s Deepwater Horizon in Mexico Gulf
Wikipedia: information on companies
July 2011, Murdoch case: wiretapping
Lundquist Wikipedia research 2011
What we analysed
� Analysed the English version of the Wikipedia page of
291 European companies
� 70 Swiss largest listed companies
� A three-part protocol of 30 criteria is used to
allocate a maximum of 25 points for each
� Infobox (4 points)
� Page Features (10)� Page Features (10)
� Page Sections (11)
� Penalty point (-1)
7
What we found� In 2011 Swiss average score climbed to 7.3
from 6.9 of the past edition
� Although still 30% of Swiss companies do not
have a page in English
Company Score
1. UBS 21.25
2. Nestlé 19� The poorest section of the research is the one
dedicated to the substantial information about
the company (Page sections) scoring only
26% of the maximum
� 54% do not offer updated data on profits and
44% on
� 18% do not provide a biography page
dedicated to company’s key people
� 94% do not give information on company
major shareholders and 76% do not present
a list of top managers or directors
2. Nestlé 19
3. Novartis 17.25
4. Credit Suisse 16.75
5. Syngenta 15.75
6. Transocean 15.25
7= ABB 14.75
7= Roche 14.75a list of top managers or directors
� The best Wikipedia page tend to have the
largest number of editors and most
editorial activity
8
7= Roche 14.75
7= Sika 14.75
10= Logitech 14.5
10= SGS 14.5
What we found
Top pages
7%pages
Poorpages
No page in
63%
7%
9
No page in English30%
A common misconception
“Wikipedia is a user-generated content
website, so companies have no role to
play in it”
10
Companies’ most popular reactions
11
Companies’ most popular reactions
12
Lundquist engagement model
Don’t consider Wikipedia as an extension of your corporate website, but instead respect Wikipedia rules and learn how to interact with its community1
Keep monitored your Wikipedia page and all the other related pages
Avoid making direct changes, interact first with editors through Wikipedia’s talk pages
When direct changes are inevitable,
2
3
4When direct changes are inevitable,
always provide references
Include free-use material, such as documents and pictures
4
5
Thanks!
Lundquist SrlLundquist Srl
Giulia [email protected]
@giuliadini
giuliadini
Piazza XXV aprile 1
20121 Milan, Italy
Tel. + 39 02 4547 7681
www.lundquist.it