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Lundquist Wikipedia
Research
Swiss companies on social media
   KWD Webranking 2011                Switzerland (Top70)   Europe (Top500)
 No presence in English on major
          social media                   36%                 17%
     Updated Twitter account
                                         32%                 30%
   Updated Facebook page (in
           English)                      15%                 25%
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)
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 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                         Company            Score
      Although still 30% of Swiss companies do not   1. UBS             21.25
      have a page in English
                                                     2. Nestlé          19
The poorest section of the research is the one
dedicated to the substantial information about       3. Novartis        17.25
the company (Page sections) scoring only
                                                     4. Credit Suisse   16.75
26% of the maximum
      54% do not offer updated data on profits and   5. Syngenta        15.75
      44% on
      18% do not provide a biography page            6. Transocean      15.25
      dedicated to company’s key people
      94% do not give information on company         7= ABB             14.75
      major shareholders and 76% do not present
      a list of top managers or directors            7= Roche           14.75

The best Wikipedia page tend to have the             7= Sika            14.75
largest number of editors and most
                                                     10= Logitech       14.5
editorial activity
                                                     10= SGS            14.5




  8
What we found

 7%              Top
                pages

63%              Poor
                pages
           No page in
30%         English
 9
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,
1   but instead respect Wikipedia rules and learn how to interact with its community


2        Keep monitored your Wikipedia page and all the other related pages


                               Avoid making direct changes,
3
                interact first with editors through Wikipedia’s talk pages


                         When direct changes are inevitable,
4
                            always provide references


5             Include free-use material, such as documents and pictures
Thanks!

Lundquist Srl

Giulia Dini
giulia.dini@lundquist.it

    @giuliadini

     giuliadini




Piazza XXV aprile 1
20121 Milan, Italy
Tel. + 39 02 4547 7681
www.lundquist.it

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Wikipedia Switzerland Research 2011-2012

  • 2. Swiss companies on social media KWD Webranking 2011 Switzerland (Top70) Europe (Top500) No presence in English on major social media 36% 17% Updated Twitter account 32% 30% Updated Facebook page (in English) 15% 25% Link to social media from corporate website 27% 37% No English article on Wikipedia 30% 6%
  • 3. 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)
  • 4. Wikipedia: information on companies July 2010, explosion of BP’s Deepwater Horizon in Mexico Gulf
  • 5. Wikipedia: information on companies July 2011, Murdoch case: wiretapping
  • 7. 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 Sections (11) Penalty point (-1) 7
  • 8. What we found In 2011 Swiss average score climbed to 7.3 from 6.9 of the past edition Company Score Although still 30% of Swiss companies do not 1. UBS 21.25 have a page in English 2. Nestlé 19 The poorest section of the research is the one dedicated to the substantial information about 3. Novartis 17.25 the company (Page sections) scoring only 4. Credit Suisse 16.75 26% of the maximum 54% do not offer updated data on profits and 5. Syngenta 15.75 44% on 18% do not provide a biography page 6. Transocean 15.25 dedicated to company’s key people 94% do not give information on company 7= ABB 14.75 major shareholders and 76% do not present a list of top managers or directors 7= Roche 14.75 The best Wikipedia page tend to have the 7= Sika 14.75 largest number of editors and most 10= Logitech 14.5 editorial activity 10= SGS 14.5 8
  • 9. What we found 7% Top pages 63% Poor pages No page in 30% English 9
  • 10. A common misconception “Wikipedia is a user-generated content website, so companies have no role to play in it” 10
  • 13. Lundquist engagement model Don’t consider Wikipedia as an extension of your corporate website, 1 but instead respect Wikipedia rules and learn how to interact with its community 2 Keep monitored your Wikipedia page and all the other related pages Avoid making direct changes, 3 interact first with editors through Wikipedia’s talk pages When direct changes are inevitable, 4 always provide references 5 Include free-use material, such as documents and pictures
  • 14. Thanks! Lundquist Srl Giulia Dini giulia.dini@lundquist.it @giuliadini giuliadini Piazza XXV aprile 1 20121 Milan, Italy Tel. + 39 02 4547 7681 www.lundquist.it