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 Dinigiulia.dini@lundquist.it

@giuliadini

giuliadini

Piazza XXV aprile 1

20121 Milan, Italy

Tel. + 39 02 4547 7681

www.lundquist.it