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)
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