Wikimedia FoundationMarketing Plan 2011-2014

Team Zodiac

Index Introduction of Wikimedia Challenge Strategies Marketing Tactics Budget Q&A

Confused?

Let’s go back to Wikipedia

BUT WHAT IF…

One day you wake up,turn on your laptop

and find out…

there is no Wiki…pedia

Gifthäublinge

?Google Search

Wiki site

Wiki site

No americano

Wiki site

not found

No americano

Wiki site

Redirects to Wiki site

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

Issues

1- Lack of

2- Lack of Awareness

3- Low Involvement for Content Creation

4- No Local Content

4- Lack of Sufficient Funds for Growth

5- Lack of Innovation

6- Centralized Decisions

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.

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.

Strategy-2(Alex)

Localization and Acquire Spanish-speaking community, reader, donors

Argentina

Go to Market Actions

Awareness Year - 2012

ArtistDesigns

PressConferen

ce

DesignContest

New look, App.

Community

Campaign

Donation Campaign

Mi Cuenta Dona Contáctenos

Relationship Development Year in 2013(Claire)

College and professors visits ,Open library program

Company visit for corporate donation program,Printed Ads, donor e-mailing

CSR program,Wiki-class program

Localization and Penetration Year in 2014(Claire)

Budget

1st year $102,340

$334,280

• 2nd year– $651,900 – $324,600

• 3rd year– $1,385,600 – $332,600

Contingency Plan(Alex)