Wikimedia Brazil/Relatório/2023/Aprendizagem/Comunicações
Case studies
Read the activity reports and studies about other areas Special:MyLanguage/Wiki Movement Brazil User Group/Report/2023 click here.
First semester
Wiki loves Pará Communication plan
Introduction
Different groups of the Wikimedia movement around the world promote edit-a-thons and specific contests. This case study analysis the learning model since the Wiki loves Pará communication plan.
Wiki loves Pará is a longterm campaign which includes different initiatives focused on promoting content production, including Brazil photographs, all within Wiki.
With the long-term sustainability of a communications campaign in mind, the main objective was to create a series of content pieces that delivered value and relevance, rather than just providing information about the campaign's contests and editathons.
The learning to be shared in this study concerns the plan that was developed and how it can be replicated in other similar initiatives.
Question
During the development of this case study, the following challenges were encountered:
- How to plan the communication for a long-term campaign?
- How to develop content that adds value and isn't just about the agenda?
The mission was to establish a continuous flow of communication, exploring different formats to bring up the topic of Pará and raise awareness of the gaps in this state's free internet.
While it was necessary to inform about the possibilities for editing and improving entries within Wikipedia, the objective was also to be able to humanize the content and include more photographs in publications rather than layouts composed of text calls and dates of interest.
Operationalization
This case study is related to the second strategic axis and its delivery is focused on responding to this stimulus of developing new strategies for new audiences.
Based on the understanding related to editing and improving entries about the state of Pará and having clear objectives of engaging and diversifying the audience that relates to Wiki projects, some creative solutions were listed for this communication campaign.
One of them was the development of a series of videos focused on illustrating and informing about specific contexts unique to Pará, from food, to festivals and celebrations, as well as regions and curiosities.
Initially, the content campaign focused on static posts. With a view to testing methodology to generate greater engagement, a video version was created.
There was a significant leap just by changing the way the content was presented, even though it was the same theme and text.
Another test for improvement was to bring in a voice from the region itself, whose speech is most appropriate to present the content.
Results
The results of the video content, which presented the culture of Pará, were surprisingly high in organic growth. The lessons learned from shifting the focus from content that simply delivered agendas to content that delivered value stand out.
In addition to the results of this campaign, there is an opportunity to become a discoverable page by delivering content that interests the general public, a result that would achieve the purposes of diversifying the audience and reaching more people.
In this video, for example, we noticed the number of saves and direct messages, which reinforces the use of videos instead of static posts with all the elements already highlighted.
Legacy
The lessons learned through this content relate to:
- Maintaining an open plan to test and iterate along the way;
- Having a content strategy focused on adding value;
- In certain projects and campaigns, you can communicate beyond agendas and explore curiosities, tips, knowledge, etc.;
- Having a common universe to reach new audiences and use the delivery potential of reels to create content that explores topics of interest, thus "catching" attention based on a topic not far away.
As part of the improvement process, we can consider expanding the study of this case, creating mechanisms to discover who is engaging in the WikiLovesPará campaign after being exposed to this content.
Documentary references
Second semester
Novo site do WMB
Introduction
Since the communications team was formed in March 2023, the goal has been to create a new WMB website. The goal is for the site to engage with Wikimedians, but also to attract the attention of people who are not yet part of the community, as well as potential project sponsors and supporters.
Question
How can we simplify the understanding of Wiki Movimento Brasil for different audiences?
Case context
There was another website that no longer answered the questions of this time and the new audiences that WMB wants to reach, nor did it convey the image that the organization idealizes.
The communication challenge is both visual and textual. From this, the context arises from the need to simplify and exemplify what WMB is and what it does.
It was noted that WMB's communications and way of expressing itself had a very academic bias. It's possible to use open knowledge to fill content gaps. This means speaking to diverse audiences who often don't enjoy academic discourse.
To what extent does it relate to the strategic planning and theory of change of the Wiki Movimento Brasil?
One of the missions is to expand the Wiki's community and content. This case study fits into the axis of fostering and diversifying partnerships for open knowledge. It responds very well to both fostering the continuity of these partnerships and also to diversifying them. It's the need to communicate, in a repetitive way, what the organization does, what it is, what Glam is, and the impact of a community area, to name a few examples.
Who are the stakeholders in carrying out this case?
- Global Wikimedia Community, affiliates.
What was the goal?
The website is a special delivery this year, as is the podcast, and both aim to convey more brand authority, authenticating who WMB is to future partners and investors.
What were the planned metrics?
A well-built website that effectively communicates the organization's goals and projects and works to convert audiences, which helps other areas achieve metrics.
Operationalization:
The website's planning and construction began in May 2023 with initial meetings with João Pechansky, Éder Porto, and communications manager Valéria Rezende to discuss the new site's purpose and the references it would use. Several boards were created in the Miro visual workspace.
Among the elements that should be included is the donation button on the homepage, among other items included in the sprints. A design of the homepage's vision was created, and in mid-July, a third developer was hired to develop the site's structure.
From there, we held weekly sprints with him to put the ideas into practice, as well as build the structure and receive from him the demands we needed to organize.
=What methodology was adopted?
The agile methodology, instead of placing an order and delivering it, is step-by-step, with weekly meetings to gather feedback and review changes. Furthermore, the user experience (UX) was constantly considered, always striving to build an intelligible website that works with a summary of understanding rather than long texts. Furthermore, accessibility was a key objective.
What are its characteristics and/or notable stages?
One of the most memorable stages was one of the sprints with the developer. He asked about the audience journey plans. This question aligned with the manager's research on audience mapping to facilitate quick access to what they're looking for. For example, a university partner is seeking to understand how to leverage WMB to implement a project at the university where they work.
Results
The results were to place the user at the center (UX) and demonstrate the organization's intention to simplify. They didn't convey the impression that only developers and technology professionals can participate in Wiki projects.
=Balance
The site offers valuable learning about different ways of writing for different audiences and helped map the needs of the Communications department. The site was a true exercise that provided input for communication, making it more coherent, with a new look and a more straightforward way of viewing the Wiki for everyone, including a teenager who wants to engage with the wiki movement, for example.
Analysis
To what extent can we say that the case was a success? Why?
The planning of this website, which was a highlight of Communications and provided learning opportunities for the entire team, led to reflection on several points, such as those already mentioned regarding user experience and dialogue with different audiences.
Orientation
The answer to the learning question is related to understanding that the site's idea is to reach new audiences, to promote the Wiki's potential to truly bring content about different peoples, with decentralized knowledge and coverage of content that has gaps, with diverse perspectives. Emphasizing that we must reach people where they are. And to communicate outside, we need to use a visual and textual language similar to these "habitats." An exercise in understanding "off-wiki" and "on-wiki" communication.
This case study highlights the need to build bridges and the challenge of finding a balance between communicating with people who are already part of the community and those who visit our website so they feel represented.
What other questions arise from the case study as presented here?
The case study is already an exercise in strategic communication planning. It contributed to a deeper understanding of WMB's visual and graphic language, with color testing and brand tone of voice exercises, for example. What tone do we use to communicate? The website was the starting point for several communication initiatives: social media developments, press releases, and more.
Legacy
If a member is building a communication platform that aims to reach new audiences outside the wiki environment, they need to start in a way that makes sense to those audiences. The starting point should be something like, for example, "there's a lack of women's content on the internet," rather than Wikimedia itself. Free knowledge should be the answer, not the starting point.
Who are the individuals or groups that might be interested in this case study?
Other affiliates, user groups, Wiki chapters, other movements that may arise regarding wiki projects.