|Research and findings|
|Finding #1: Access|
|Finding #2: Awareness|
|FAQ and all pages|
During our 2016 research, we learned that many people in Nigeria, India, and Mexico are unaware that Wikipedia exists, let alone what it is or how to use it. This lack of recognition and understanding threatens the Wikimedia movement's ability to deliver on our vision statement and invite new participants from these countries. As a result, we are eager to explore:
- Better ways of explaining Wikipedia, including clear use cases
- Media formats that help us promote Wikipedia (including possible video, radio, and social media messaging)
- Partnerships that help us expand the visibility and trust of Wikipedia
- Coordinated press, social posts, product, and partnership efforts to increase Wikipedia awareness
- 1 What we're doing
- 2 Completed projects
- 3 Background
What we're doing
Communications: Campaign to raise awareness in Nigeria
We are working with Wikimedia Nigeria to increase awareness of Wikipedia. Zack McCune is currently coordinating the search for a Nigerian-based marketing partner to help develop promotional strategies and web videos to increase awareness in the region. Jack Rabah is supporting the selection of marketing partners and the potential distribution of materials through partners.
To see our project overview click here.
- Students across Nigeria (see New Readers user persona "Chris")
- Internet users in Nigeria
Key performance indicators
- Positive change in “Have heard of Wikipedia” annual phone surveying of Nigeria (from benchmark 22% “have heard of Wikipedia” in 2016)
- Increased unique devices accessing Wikipedia content in Nigeria
Communications: Campaign to raise awareness in India
We are collaborating with community groups across India to increase awareness of Wikipedia. Zack McCune is currently coordinating the search for an India-based marketing partner to help develop promotional strategies and web videos to increase awareness in the region. Ravi Ayyakkannu is supporting the selection of marketing partners and the potential distribution of materials through partners.
To see our project overview click here.
- Students across India (see New Readers user persona "Kumari")
- Internet users in India (with focus on Hindi, Bengali, and Tamil languages)
Key performance indicators
- Positive change in “Have heard of Wikipedia” annual phone surveying of Nigeria (from benchmark 25% “have heard of Wikipedia” in 2016)
- Increased unique devices accessing Wikipedia content in India within focus languages
Community: Inspire New Readers Campaign
In January 2018 there will be a month-long Inspire Campaign to gather and develop ideas for how to raise awareness of Wikipedia in different parts of the world. After the campaign is over, In February, a round of Rapid Grants will be available for individuals and groups bring their ideas to life. During the campaign, we will host workshops to develop ideas, and on how to plan a pilot project. A link to the campaign and timeline is coming soon.
We launched a new header for the mobile web that shows the project's brand more visibly. This has rolled out on the larger wikis, and work for other projects and scripts is ongoing through the end of our fiscal year (ending June 30, 2017).
We believe that the impact of this work will have a long reach, and be difficult to measure. What we expect is that the people visiting Wikipedia from Google will develop awareness of the Wikipedia name through repeated visits. We will evaluate what we can in a phone survey in Iraq in the coming months and will share that back here.
Communications: Campaign to raise awareness in Iraq
The Wikimedia Foundation worked with Wikimedians in Iraq to increase awareness of Wikipedia. Our goals were to improve recognition of Wikipedia and understanding of its uses among Iraqi internet users. With our Wikipedia Zero partnership with Asiacell in Iraq, we had an opportunity to reach millions of Iraqis and introduce them to Wikipedia.
Key data points
- 5.1 Million video views on video ad
- 36,000+ positive reactions to videos vs. less than 30 negative responses on social media
- Measurable increase to Arabic Wikipedia during campaign period (high traffic spikes during SMS blast details) (Slide 8 of Report)
- 32% rise in Wikipedia awareness among Iraqi internet users (55% rise among Asiacell users)
The New Readers team's work is grounded in research and experimentation. We started with deep research in 2016, which brought 24 findings. We're acting on three of those. The following summarizes what we've learned and how we're thinking about raising awareness.
As a brand, Wikipedia is not widely recognized or understood. Some people are Wikipedia readers without realizing it. (Finding 21)
There is limited understanding of what Wikipedia is or how it works. Lack of understanding occurs at a few levels:
- Brand: Few respondents recognized the Wikipedia visual brand (the name was more widely known), or could accurately describe what Wikipedia was.
- Mission: Other than expert respondents, virtually no one seemed aware of Wikipedia’s mission or that the larger Wikimedia movement.
- Content: Only a few respondents understood how content creation and editing worked. Most either had never considered the topic, or thought that editing was done by those paid or otherwise assigned to do so (e.g. Wikipedia staff or foreign students working on assignments).
Many casual Wikipedia readers had no knowledge that they had ever used the platform. As Wikipedia articles often feature in first-page search results, many people have used it without realizing it. Students are the exception to the above. Even students with limited to moderate internet access generally knew what Wikipedia was and how it could be useful for them.
People confuse Wikipedia with a search engine or social media platform. This can create unrealistic expectations of its functionality. (Finding 22)
As the most widely known internet brands (e.g. Facebook, Twitter) are social media platforms or search engines (e.g. Google), many other international internet brands are also lumped in these two categories. Mislabeled brands include Skype, YouTube, and Wikipedia. At times, this can lead to unrealistic expectations around Wikipedia’s features—for example, those that think it is a search engine believe it should have more robust search functionality. False expectations, in turn, lead to poor assessments of Wikipedia’s design or performance.
Personas are used in product development to ground ideas and implementation in real goals, desires, and limitations that we saw from interviews in the field research conducted in early 2016. We'll be using these personas to drive our strategies from design, messaging, and partnerships. We will be using the following personas:
From December 2016 to January 2017, we shared a 10-question survey to contributors and local Wikipedia fans in India and Nigeria asking for guidance and advice. This page documents those consultation including the outcomes, questions asked, policy statement used, and findings collected. See the full data set from the survey in Nigeria here or the wrap up slide deck embedded here.
We surveyed existing and potential readers to complement the design research work being conducted in these countries. The design research portion of this work consisted of personal, on-site interviews to gain a deeper understanding of their habits and limitations, while this work took a broader view on a larger population in the country.
Awareness per country
|Country code||Country name||% of people who report having heard of Wikipedia (internet and non internet users)||% of internet users who report having heard of Wikipedia|
Data source for NR, IN, MX, BR, EQ, IQ: Global Reach/Insights, 2016-17
Data source for remaining countries: Movement Strategy research, 2017