Wikipédia 15/Resultados

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Wikipédia 15
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Wikipedia Day 15th Birthday Party World Map

Em 15 de janeiro de 2016, a Wikipédia celebrou seu 15º aniversário. Ao redor do globo, esse marco foi marcado em eventos da comunidade, na imprensa, no site do aniversário, e através dos projetos da Wikimedia em banners traduzidos em 143 idiomas.

Com centenas de líderes e milhares de participantes, esse momento teve um grande impacto na consciência e apreciação pelo movimento Wikimedia. A seguir, um resumo:

  • Mais de 850 notícias das imprensas de 76 países – 81.5% da imprensa anglófona foi positiva, apenas 12.4% negativa
  • 188 eventos em 78 países – 42 bolos de aniversário compartilhados no Wikimedia Commons!
  • Mais de 6,5 milhões de visitas ao site do aniversário na primeira semana – 1,4 milhão no dia do aniversário
  • 98 213 desejos de feliz aniversário compartilhados no Twitter com #Wikipedia15 – “Wikipédia” era a tendência principal sobre ciência e tecnologia no Facebook, onde mais de 1,9 milhão de pessoas souberam sobre o aniversário da Wikipédia
  • 1,9 bilhão de visualizações aos banners do aniversário em 143 idiomas – a taxa de cliques foi de 0,447%, 3 vezes mais do que a referência ao Wikimedia!

Resultados na imprensa

Wikipedia 15 - press coverage map.png

Trabalhando com as lideranças do Comitê de Comunicação (ComCom) ao redor do mundo, o 15º aniversário da Wikipédia foi coberto por uma ampla parte da mídia, ultrapassando de longe as nossas metas de 2 transmissões e 30 artigos, com um total de 45 transmissões e mais de 850 artigos.

Artigos foram publicados em 78 países, com destaque para 142 nos EUA, 124 na Alemanha, 49 na Espanha e 43 na Rússia. A cobertura também foi grande no Egito, Índia, Brasil, México e até na China, onde alguns projetos da Wikimedia permanecem restritos. Conseguindo 40 alvos de alto nível, a equipe de Comunicações colocou 39 histórias em 23 outlets, quase igualando-se às coberturas dos aniversários de 15 anos da Google, do eBay e da Amazon juntos (49 histórias no total de 23 outlets).

Wikipedia 15 - press coverage sentiment.png

Opinião da imprensa

Acerca da qualidade e do tom da cobertura em inglês, os artigos para o Wikipédia 15 em sua maioria foram notavelmente positivos. De fato, a cobertura do aniversário ultrapassou facilmente as metas da Fundação de 40% de cobertura positiva, com menos de 15% de cobertura negativa ou imprecisa. Essas metas eram consistentes com os objetivos de imprensa, definidos no 10º aniversário da Wikipédia, em 2011.

  • Cobertura negativa: 12,4% da imprensa inglesa sugeriu que a Wikipédia está em decadência, perdendo editores, e que a comunidade está em desgaste.
  • Cobertura positiva: 81,8% da imprensa inglesa celebrou o marco como uma conquista global, de um movimento que está mudando o mundo, fundamental para a web de hoje.

Exemplos da imprensa

Exemplos positivos da imprensa

  • “É difícil imaginar o mundo antes da Wikipédia. Salvadora dos trabalhos de todo estudante e árbitra de discussões de bar, a Wikipédia já faz parte do mundo online.” – Emily Reynolds, Wired UK
  • “Tem interesse em dar um presente de aniversário para a Wikipédia? Dirija-se ao site da Fundação Wikimedia, a organização sem fins lucrativos dona da Wikipédia, e faça uma doação.” – Jason Abbruzzese, Mashable
  • “Pelo menos uma coisa aprendemos: que a Wikipédia continua sendo uma ótima maneira de obter um resumo rápido de quase todo assunto imaginável. Felizmente, também é uma ótima maneira de encontrar referências de fontes confiáveis sobre dado assunto.” – Ars Technica
  • “Quer uma maravilha moderna da internet? Essa é a Wikipédia, que faz 15 anos hoje. Ela é gigantesca […] e útil para aqueles à procura de conhecimento sobre qualquer assunto.” – Charles Arthur, Daily Telegraph

Negative press examples

  • "It will only thrive for another 15 years if that community can work cooperatively with the Wikimedia Foundation — and infighting doesn’t splinter the movement" - Andrew Lih, Washington Post
  • "...despite the heroic efforts of its moderators, Wikipedia isn't always accurate. From fake pirates to showering pigeons, it's fake stories have made several media outlets look very stupid" - Max Williams, GQ
  • "[38 million articles] may sound expansive, but the site has come under criticism for not covering all subjects, regions or issues with equal depth." - Tarek Bazley, Al Jazeera

Community events

Wikipedia 15 - event locations graph.png

Wikipedia 15 - event locations map.png

There were 188 events in 78 countries to celebrate Wikipedia's 15th Birthday. India led the world with 19 events, followed by 14 in Italy, 12 in the US, 8 in Germany, and 7 in France. Nearly all events took place on Friday, January 15.

While there were a reported 470 events for Wikipedia’s 10th birthday, but the lists have not been de-duped so the total may be much lower. There was no event benchmark set for Wikipedia 15. Instead, support was offered across groups looking to celebrate.

Birthday site traffic

Wikipedia 15 - microsite visit methods.png

Wikipedia 15 - microsite visit locations map.png

The Wikipedia 15 birthday site was one-part Annual Report, and one-part milestone microsite. It showcases 16 stories of Wikimedians, facts from 15 years of Wikipedia, and offers visitors a way to share their thoughts on Wikipedia means to them. It also contained 2015 Financials for the Foundation, a donor list, and an announcement page for the Wikipedia Endowment.

In just 6 days, the site collected over 6.5 million page views, with 66% of visitors accessing content from mobile devices. The average time on site was 39 seconds. About 47% of visitors stayed longer than a minute and after the "home" screen, the “History” page was most popular.

Social media results

Social media reach

Social media drove scale and personalization for the Wikipedia 15 milestone. In 6 days, Wikipedia’s own social content reached 3.5 million fans on Facebook and more than 432,000 users on Twitter surpassing our benchmarks of reaching 1 million fans on Facebook and 250,000 on Twitter. These goals were set from Wikipedia social content’s maximum reach ever achieved, so we were consciously looking to set new reach records.

  • On Facebook, our birthday post reached almost 2 million fans, approximate 39% of our total global following.
  • On Twitter, our campaign reach was 23% greater than our entire following (331,000 followers), and resulted in our most seen tweet ever with 430,000 impressions.

Social media buzz

Over 98,213 people shared birthday messages on Twitter with #Wikipedia15. On our birthday alone, there were over 75,000 tweets shared, most answering the question "What does Wikipedia mean to you?" which had been posed in Central Notice banners, on the Birthday site, and from Wikipedia's social media channels.

Wikipedia 15 - Twitter wordcloud.png

2,500 of the total tweets were sample for common words and phrases. What did people most say most about Wikipedia?

  1. knowledge
  2. information
  3. source
  4. world
  5. thank you

Social media engagement

There were more than 250,000 engagements on Wikipedia 15 social media posts. Engagements include likes, comments, shares, and photo clicks on Facebook, and retweets, replies, likes, and content clicks on Twitter. The Foundation Communications team set goals of 30,000 engagements on Facebook and 5,000 engagements on Twitter, using the engagement totals from previous best content as benchmarks. Goals were surpassed by 8.1x on Facebook content with 243,000 engagements and 1.5x on Twitter content with 7,900 engagements.

Both platforms also set records for individual content engagements.

  • On Facebook, our Happy Birthday post received 87.6k likes and 2.9k to become Wikipedia's most liked post of all-time.
  • On Twitter, our Twitter post was retweeted 1,644 times to helping it become @Wikipedia's most viewed tweet ever.

Central Notice birthday banners

Wikipedia 15 banner in orange.
Wikipedia 15 banner in pink.
Wikipedia 15 banner in purple.
Wikipedia 15 banner in red.
Wikipedia 15 banner in teal.

Five birthday banner designs were created on Central Notice. Banner copy was finalized more than two weeks in advance, allowing the community to contribute 143 language translations.

Some translations were seen off-wiki, including the Russian and Chinese banners which were shown on CNN during Jimmy Wales' TV interview on January 15.

Over six days, the banners earned over 1.9 billion impressions, and maintained a click through rate of 0.447%. The banners were shown across Wikimedia projects, but were capped at ten impressions per user. The five banner designs were rotated randomly.

Blog engagement

Four blog posts were written and published with stories about 15 years of Wikipedia. Ed Erhart & Jeff Elder’s January 14 post topped the set by read totals with over 20,000 impressions. The post was also critical to Wikipedia’s birthday press coverage, with 81 media outlets republishing or referencing it.

Wikipedia 15 marks

Instead of one Wikipedia 15 birthday mark, we made dozens. There were 40 original marks made, with 98 more coming from community members across the globe for a total of 138 unique icons. Some have even been animated.

Full Report

Learn more about the Wikipedia 15 project, planning process, detailed goals, and key performance indicators in the Wikimedia Foundation's full Campaign Report.