[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Jayantilal Kothari]

Dear Rachit,

I asked you a simple Yes/No question. I am repeating the question -

""Will you make sure that communities/usergroups/affiliates are well
informed in advance and that they are included in the planning and
execution of the upcoming campaigns?""

Please let me know if you want me to elaborate on the question. It includes
community consultation as a default setting. Your pre-quoted text is not
the answer as it is super vague, and ambiguous 

I hope it is a clear question that should be easy to answer with a simple
"Yes/No"

Looking forward to a simple answer.

On Mon, 20 Jun 2022 at 4:18 PM, Rachit Sharma 
wrote:

> Hi All,
>
> Hope you had a restful weekend. Thank you for your patience on the
> response.
>
> I thank you for your time and valuable inputs, which I am sure will help
> aid the design and delivery of our future awareness activities in India. I
> wanted to reiterate again that this was a test to generate data and
> learnings.
>
> For now I request you to kindly wait for the test findings of both the
> tests to be synthesized and added on Meta, following which we will host a
> joint call to share the findings of both experiments- we would like to
> continue the discussion and also get your feedback/inputs either during the
> call or on Meta.
>
> On the budget, I would like to reiterate that we will not be able to share
> the details due to the reasons stated before. But we wanted to express that
> the budget utilized was dedicated to Communications work and not part of
> grant-making or other Movement investments. The Communications department
> has applied these funds to 3 initiatives: the South Africa and India tests,
> and another to support the crisis in Ukraine during this current fiscal
> year.
>
>
> On your point on engaging communities in the future, I believe the same
> was addressed in the previous email, quoting the same below for your
> reference and to stress the importance of the same.
>
> Regarding your next question about future campaigns, I assume you are
> referring to initiatives where we are looking at achieving certain results.
> As we have in the past, we will continue to inform, engage and involve the
> communities in ways that suit each project while being mindful of community
> bandwidth to engage.
>
> Thank you for your time and inputs, I kindly request you all to wait for
> the findings, post which we could continue the discussions and take the
> feedback.
>
> Best,
>
> Rachit
>
> On Wed, Jun 8, 2022 at 10:08 PM Jayantilal Kothari <
> jayantilal...@gmail.com> wrote:
>
>> Don't forget fundraising is going on. If funds raised have to be spent
>> for these kind of work and when asked about expense they will say Non
>> Disclosure Agreement then what is the point of doing fundraising.
>>
>> On Sat, 4 Jun 2022 at 7:52 AM, Ashwin Baindur 
>> wrote:
>>
>>> Excellent points from Mr Kothari. This is indeed the main point about
>>> this campaign. A major campaign is being planned and executed by WMF to
>>> increase Indian youth involvement in use of Wikipedia without any community
>>> involvement.
>>>
>>> Another thing is communication is a two way street. It's not meant to be
>>> a one way flow of information based on which community is expected to give
>>> acceptance to a WMF program and co-operate for an outcome from a process
>>> where no input or involvement has been sought in the program purpose,
>>> design, method of execution and results sought.
>>>
>>> The community expects to be engaged, their views to be sought, changes
>>> made in response to the community's concerns, community involved in the
>>> execution, results informed to the community, post-event feedback taken
>>> from the community. Then and only then will the program be truly a
>>> partnership between WMF and community.
>>>
>>> User:AshLin
>>>
>>> On Sat, 4 Jun, 2022, 6:43 am Jayantilal Kothari, <
>>> jayantilal...@gmail.com> wrote:
>>>
 Dear Rachit,

 Nice to meet you and congratulations on the new job! Good to know that
 there is a movement communications team.

 Coming back to earlier conversations - you missed the whole point about
 community inclusion. Communication is a two-way street, right now it is a
 one-way road.

 I can understand if the WMF team responsible fr this campaign was
 clueless about the community presence and interest (or "bandwidth"), but
 that's not the case. There was an informal request to include the
 community,  this mail thread also exists fr more than 14+ days and you can
 see my request to include the community. There seems an active attempt to
 exclude the community consultation even after multiple requests.

 Your answers to other questions are also super vague, as the campaign
 is over now - please try to be mre specific in the report at least.
 Mentioning the amount spent on campaigns is most important to evaluate the
 effectiveness of the campaign. NDA part can be omitted but 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Jayantilal Kothari]

Don't forget fundraising is going on. If funds raised have to be spent for
these kind of work and when asked about expense they will say Non
Disclosure Agreement then what is the point of doing fundraising.

On Sat, 4 Jun 2022 at 7:52 AM, Ashwin Baindur 
wrote:

> Excellent points from Mr Kothari. This is indeed the main point about this
> campaign. A major campaign is being planned and executed by WMF to increase
> Indian youth involvement in use of Wikipedia without any community
> involvement.
>
> Another thing is communication is a two way street. It's not meant to be a
> one way flow of information based on which community is expected to give
> acceptance to a WMF program and co-operate for an outcome from a process
> where no input or involvement has been sought in the program purpose,
> design, method of execution and results sought.
>
> The community expects to be engaged, their views to be sought, changes
> made in response to the community's concerns, community involved in the
> execution, results informed to the community, post-event feedback taken
> from the community. Then and only then will the program be truly a
> partnership between WMF and community.
>
> User:AshLin
>
> On Sat, 4 Jun, 2022, 6:43 am Jayantilal Kothari, 
> wrote:
>
>> Dear Rachit,
>>
>> Nice to meet you and congratulations on the new job! Good to know that
>> there is a movement communications team.
>>
>> Coming back to earlier conversations - you missed the whole point about
>> community inclusion. Communication is a two-way street, right now it is a
>> one-way road.
>>
>> I can understand if the WMF team responsible fr this campaign was
>> clueless about the community presence and interest (or "bandwidth"), but
>> that's not the case. There was an informal request to include the
>> community,  this mail thread also exists fr more than 14+ days and you can
>> see my request to include the community. There seems an active attempt to
>> exclude the community consultation even after multiple requests.
>>
>> Your answers to other questions are also super vague, as the campaign is
>> over now - please try to be mre specific in the report at least. Mentioning
>> the amount spent on campaigns is most important to evaluate the
>> effectiveness of the campaign. NDA part can be omitted but share other
>> details. I hope you agree that wmf staff and communities must be held to
>> the same standards. Please include the total budget allocated for this
>> particular campaign in the report.
>>
>> Last simple question/request :
>>
>> Will you make sure that communities/usergroups/affiliates are well
>> informed in advance and that they are included in the planning and
>> execution of the upcoming campaigns?
>>
>> Thanks
>>
>> On Mon, 23 May 2022 at 3:51 PM, Rachit Sharma 
>> wrote:
>>
>>> Dear Jayantilal and Tito,
>>>
>>> I hope all is well. Thank you for your questions and patience, I am
>>> stepping in on behalf of the team to address your inputs. These are based
>>> on inputs collated from different teams working on this test to provide a
>>> consolidated response.
>>>
>>> Firstly, for Jayantilal who I have not had the opportunity to connect
>>> with- I have joined the Foundation in the Movement Communications team with
>>> a focus on South Asia, I am based in New Delhi, India, and here is my
>>> Meta page  if you
>>> would like to know more about me. Secondly, I write this email assuming
>>> good faith and
>>> I am sure this is the same spirit you have been writing with.
>>>
>>> Thirdly, and before we move to the points, I would like to reiterate
>>> that India is a key location for the Foundation and it is important for us
>>> to understand the tactics to engage our audiences here, especially the
>>> youth. Since I have joined, I have had multiple conversations with
>>> community members and a common emerging theme is to boost our outreach and
>>> awareness activities; and another on the power of engaging young people-
>>> who as we know constitute a large part of our tech-enabled audience and are
>>> knowledge seekers. Support on better communications was also a need
>>> identified in the last Affiliates survey.
>>> 
>>>
>>> The learnings from this experiment (together with the previous one in
>>> South Africa) are aimed at just that- to help us find pathways to widen our
>>> reach, improve awareness and boost engagement- which I am sure is your
>>> objective as well.
>>>
>>> Moving on to your questions. Yes, we have metrics that we have developed
>>> that will help us understand the learnings (which, to reinforce, will be
>>> shared with the community and are for our collective use). These include 
>>> Engagement
>>> numbers (comments, sentiments, engagement ratios, replies, and mentions),
>>> growth mapping of 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Ashwin Baindur]

Excellent points from Mr Kothari. This is indeed the main point about this
campaign. A major campaign is being planned and executed by WMF to increase
Indian youth involvement in use of Wikipedia without any community
involvement.

Another thing is communication is a two way street. It's not meant to be a
one way flow of information based on which community is expected to give
acceptance to a WMF program and co-operate for an outcome from a process
where no input or involvement has been sought in the program purpose,
design, method of execution and results sought.

The community expects to be engaged, their views to be sought, changes made
in response to the community's concerns, community involved in the
execution, results informed to the community, post-event feedback taken
from the community. Then and only then will the program be truly a
partnership between WMF and community.

User:AshLin

On Sat, 4 Jun, 2022, 6:43 am Jayantilal Kothari, 
wrote:

> Dear Rachit,
>
> Nice to meet you and congratulations on the new job! Good to know that
> there is a movement communications team.
>
> Coming back to earlier conversations - you missed the whole point about
> community inclusion. Communication is a two-way street, right now it is a
> one-way road.
>
> I can understand if the WMF team responsible fr this campaign was clueless
> about the community presence and interest (or "bandwidth"), but that's not
> the case. There was an informal request to include the community,  this
> mail thread also exists fr more than 14+ days and you can see my request to
> include the community. There seems an active attempt to exclude the
> community consultation even after multiple requests.
>
> Your answers to other questions are also super vague, as the campaign is
> over now - please try to be mre specific in the report at least. Mentioning
> the amount spent on campaigns is most important to evaluate the
> effectiveness of the campaign. NDA part can be omitted but share other
> details. I hope you agree that wmf staff and communities must be held to
> the same standards. Please include the total budget allocated for this
> particular campaign in the report.
>
> Last simple question/request :
>
> Will you make sure that communities/usergroups/affiliates are well
> informed in advance and that they are included in the planning and
> execution of the upcoming campaigns?
>
> Thanks
>
> On Mon, 23 May 2022 at 3:51 PM, Rachit Sharma 
> wrote:
>
>> Dear Jayantilal and Tito,
>>
>> I hope all is well. Thank you for your questions and patience, I am
>> stepping in on behalf of the team to address your inputs. These are based
>> on inputs collated from different teams working on this test to provide a
>> consolidated response.
>>
>> Firstly, for Jayantilal who I have not had the opportunity to connect
>> with- I have joined the Foundation in the Movement Communications team with
>> a focus on South Asia, I am based in New Delhi, India, and here is my
>> Meta page  if you
>> would like to know more about me. Secondly, I write this email assuming
>> good faith and
>> I am sure this is the same spirit you have been writing with.
>>
>> Thirdly, and before we move to the points, I would like to reiterate that
>> India is a key location for the Foundation and it is important for us to
>> understand the tactics to engage our audiences here, especially the youth.
>> Since I have joined, I have had multiple conversations with community
>> members and a common emerging theme is to boost our outreach and awareness
>> activities; and another on the power of engaging young people- who as we
>> know constitute a large part of our tech-enabled audience and are knowledge
>> seekers. Support on better communications was also a need identified in the
>> last Affiliates survey.
>> 
>>
>> The learnings from this experiment (together with the previous one in
>> South Africa) are aimed at just that- to help us find pathways to widen our
>> reach, improve awareness and boost engagement- which I am sure is your
>> objective as well.
>>
>> Moving on to your questions. Yes, we have metrics that we have developed
>> that will help us understand the learnings (which, to reinforce, will be
>> shared with the community and are for our collective use). These include 
>> Engagement
>> numbers (comments, sentiments, engagement ratios, replies, and mentions),
>> growth mapping of our social media engagement inIndia, traffic referral on
>> Wikipedia, sentiment analysis based on the engagement we receive and more-
>> all of these help us understand our audience and their engagement. They are
>> specifically designed to  aid us in campaigns going forward.
>>
>>
>> For this test, we looked at our objectives, target audience and selected
>> the profiles 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Tito Dutta]

Hello,
Thank you. I agree that the discussion was not going anywhere. The only
thing I understood was that there was no community consultation. Questions
were not only asked, but were repeated and "numbered" also, I do not see
any inline answer.
I found the sudden personal reference in the last email surprising.
Anyway, it's over now. So I also rest here. All the best, and thanks for
taking time to respond and the kind attention.
Stay safe,

PS: In my *personal/volunteer* capacity I am most comfortable to discuss on
talk pages. Follow up questions, invitation to comment on the upcoming
report etc may be placed on my user talk page ( User talk:Titodutta on
metawiki/enwiki)


শনি, ৪ জুন, ২০২২ তারিখে ৬:৪২ AM টায় তারিখে Jayantilal Kothari <
jayantilal...@gmail.com> লিখেছেন:

> Dear Rachit,
>
> Nice to meet you and congratulations on the new job! Good to know that
> there is a movement communications team.
>
> Coming back to earlier conversations - you missed the whole point about
> community inclusion. Communication is a two-way street, right now it is a
> one-way road.
>
> I can understand if the WMF team responsible fr this campaign was clueless
> about the community presence and interest (or "bandwidth"), but that's not
> the case. There was an informal request to include the community,  this
> mail thread also exists fr more than 14+ days and you can see my request to
> include the community. There seems an active attempt to exclude the
> community consultation even after multiple requests.
>
> Your answers to other questions are also super vague, as the campaign is
> over now - please try to be mre specific in the report at least. Mentioning
> the amount spent on campaigns is most important to evaluate the
> effectiveness of the campaign. NDA part can be omitted but share other
> details. I hope you agree that wmf staff and communities must be held to
> the same standards. Please include the total budget allocated for this
> particular campaign in the report.
>
> Last simple question/request :
>
> Will you make sure that communities/usergroups/affiliates are well
> informed in advance and that they are included in the planning and
> execution of the upcoming campaigns?
>
> Thanks
>
> On Mon, 23 May 2022 at 3:51 PM, Rachit Sharma 
> wrote:
>
>> Dear Jayantilal and Tito,
>>
>> I hope all is well. Thank you for your questions and patience, I am
>> stepping in on behalf of the team to address your inputs. These are based
>> on inputs collated from different teams working on this test to provide a
>> consolidated response.
>>
>> Firstly, for Jayantilal who I have not had the opportunity to connect
>> with- I have joined the Foundation in the Movement Communications team with
>> a focus on South Asia, I am based in New Delhi, India, and here is my
>> Meta page  if you
>> would like to know more about me. Secondly, I write this email assuming
>> good faith and
>> I am sure this is the same spirit you have been writing with.
>>
>> Thirdly, and before we move to the points, I would like to reiterate that
>> India is a key location for the Foundation and it is important for us to
>> understand the tactics to engage our audiences here, especially the youth.
>> Since I have joined, I have had multiple conversations with community
>> members and a common emerging theme is to boost our outreach and awareness
>> activities; and another on the power of engaging young people- who as we
>> know constitute a large part of our tech-enabled audience and are knowledge
>> seekers. Support on better communications was also a need identified in the
>> last Affiliates survey.
>> 
>>
>> The learnings from this experiment (together with the previous one in
>> South Africa) are aimed at just that- to help us find pathways to widen our
>> reach, improve awareness and boost engagement- which I am sure is your
>> objective as well.
>>
>> Moving on to your questions. Yes, we have metrics that we have developed
>> that will help us understand the learnings (which, to reinforce, will be
>> shared with the community and are for our collective use). These include 
>> Engagement
>> numbers (comments, sentiments, engagement ratios, replies, and mentions),
>> growth mapping of our social media engagement inIndia, traffic referral on
>> Wikipedia, sentiment analysis based on the engagement we receive and more-
>> all of these help us understand our audience and their engagement. They are
>> specifically designed to  aid us in campaigns going forward.
>>
>>
>> For this test, we looked at our objectives, target audience and selected
>> the profiles based on their number of followers, engagement rate, topics of
>> interest, resonance with our target audience, and region or language they
>> represent. But most important was their 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Jayantilal Kothari]

Dear Rachit,

Nice to meet you and congratulations on the new job! Good to know that
there is a movement communications team.

Coming back to earlier conversations - you missed the whole point about
community inclusion. Communication is a two-way street, right now it is a
one-way road.

I can understand if the WMF team responsible fr this campaign was clueless
about the community presence and interest (or "bandwidth"), but that's not
the case. There was an informal request to include the community,  this
mail thread also exists fr more than 14+ days and you can see my request to
include the community. There seems an active attempt to exclude the
community consultation even after multiple requests.

Your answers to other questions are also super vague, as the campaign is
over now - please try to be mre specific in the report at least. Mentioning
the amount spent on campaigns is most important to evaluate the
effectiveness of the campaign. NDA part can be omitted but share other
details. I hope you agree that wmf staff and communities must be held to
the same standards. Please include the total budget allocated for this
particular campaign in the report.

Last simple question/request :

Will you make sure that communities/usergroups/affiliates are well informed
in advance and that they are included in the planning and execution of the
upcoming campaigns?

Thanks

On Mon, 23 May 2022 at 3:51 PM, Rachit Sharma 
wrote:

> Dear Jayantilal and Tito,
>
> I hope all is well. Thank you for your questions and patience, I am
> stepping in on behalf of the team to address your inputs. These are based
> on inputs collated from different teams working on this test to provide a
> consolidated response.
>
> Firstly, for Jayantilal who I have not had the opportunity to connect
> with- I have joined the Foundation in the Movement Communications team with
> a focus on South Asia, I am based in New Delhi, India, and here is my
> Meta page  if you
> would like to know more about me. Secondly, I write this email assuming
> good faith and
> I am sure this is the same spirit you have been writing with.
>
> Thirdly, and before we move to the points, I would like to reiterate that
> India is a key location for the Foundation and it is important for us to
> understand the tactics to engage our audiences here, especially the youth.
> Since I have joined, I have had multiple conversations with community
> members and a common emerging theme is to boost our outreach and awareness
> activities; and another on the power of engaging young people- who as we
> know constitute a large part of our tech-enabled audience and are knowledge
> seekers. Support on better communications was also a need identified in the
> last Affiliates survey.
> 
>
> The learnings from this experiment (together with the previous one in
> South Africa) are aimed at just that- to help us find pathways to widen our
> reach, improve awareness and boost engagement- which I am sure is your
> objective as well.
>
> Moving on to your questions. Yes, we have metrics that we have developed
> that will help us understand the learnings (which, to reinforce, will be
> shared with the community and are for our collective use). These include 
> Engagement
> numbers (comments, sentiments, engagement ratios, replies, and mentions),
> growth mapping of our social media engagement inIndia, traffic referral on
> Wikipedia, sentiment analysis based on the engagement we receive and more-
> all of these help us understand our audience and their engagement. They are
> specifically designed to  aid us in campaigns going forward.
>
>
> For this test, we looked at our objectives, target audience and selected
> the profiles based on their number of followers, engagement rate, topics of
> interest, resonance with our target audience, and region or language they
> represent. But most important was their alignment with our mission and
> values (we had direct conversations with each of them before we finalized
> their engagements).
>
>
> Regarding your next question about future campaigns, I assume you are
> referring to initiatives where we are looking at achieving certain results.
> As we have in the past, we will continue to inform, engage and involve the
> communities in ways that suit each project while being mindful of community
> bandwidth to engage. We welcome any suggestions you may have on the same.
>
> The data collected from the current test will help us understand the ideal
> tactics of communication with Indian youth, and as mentioned before-  will
> also be beneficial for the Indian communities. We will share our learnings
> from this test with the community so that they can make use while planning
> any potential outreach activities in the country for a similar 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Rachit Sharma]

Dear Jayantilal and Tito,

I hope all is well. Thank you for your questions and patience, I am
stepping in on behalf of the team to address your inputs. These are based
on inputs collated from different teams working on this test to provide a
consolidated response.

Firstly, for Jayantilal who I have not had the opportunity to connect with-
I have joined the Foundation in the Movement Communications team with a
focus on South Asia, I am based in New Delhi, India, and here is my Meta
page  if you would
like to know more about me. Secondly, I write this email assuming good
faith and I am
sure this is the same spirit you have been writing with.

Thirdly, and before we move to the points, I would like to reiterate that
India is a key location for the Foundation and it is important for us to
understand the tactics to engage our audiences here, especially the youth.
Since I have joined, I have had multiple conversations with community
members and a common emerging theme is to boost our outreach and awareness
activities; and another on the power of engaging young people- who as we
know constitute a large part of our tech-enabled audience and are knowledge
seekers. Support on better communications was also a need identified in the
last Affiliates survey.


The learnings from this experiment (together with the previous one in South
Africa) are aimed at just that- to help us find pathways to widen our
reach, improve awareness and boost engagement- which I am sure is your
objective as well.

Moving on to your questions. Yes, we have metrics that we have developed
that will help us understand the learnings (which, to reinforce, will be
shared with the community and are for our collective use). These
include Engagement
numbers (comments, sentiments, engagement ratios, replies, and mentions),
growth mapping of our social media engagement inIndia, traffic referral on
Wikipedia, sentiment analysis based on the engagement we receive and more-
all of these help us understand our audience and their engagement. They are
specifically designed to  aid us in campaigns going forward.


For this test, we looked at our objectives, target audience and selected
the profiles based on their number of followers, engagement rate, topics of
interest, resonance with our target audience, and region or language they
represent. But most important was their alignment with our mission and
values (we had direct conversations with each of them before we finalized
their engagements).


Regarding your next question about future campaigns, I assume you are
referring to initiatives where we are looking at achieving certain results.
As we have in the past, we will continue to inform, engage and involve the
communities in ways that suit each project while being mindful of community
bandwidth to engage. We welcome any suggestions you may have on the same.

The data collected from the current test will help us understand the ideal
tactics of communication with Indian youth, and as mentioned before-  will
also be beneficial for the Indian communities. We will share our learnings
from this test with the community so that they can make use while planning
any potential outreach activities in the country for a similar target
audience. This will be shared on Meta when it is ready.


As per the previous email, “our approach is focused on people and not
projects- the test is of an audience and not a project.” This test uses
links to Wikipedia and the content is based on the influencers target
audience. We would also be putting out a content piece that highlights
information about our projects and how all of them support the Free
Knowledge Movement. This answer would satisfy your other question on
language as well.


@Tito: The first email

to the community with the test details was sent on 28/04/2022 and the test
went live on 05/05/2022. The newspaper article came as a result of our press
release

posted on the Foundation website and distributed to Indian media on
06/05/2022. *(have provided links for your reference and verification)**.*


On community consultation and as stated in the emails before, we remain
mindful of using the community bandwidth while working on any project.
Since this is not a long-term campaign, but a small three-week test on
Instagram,  we did not host any formal large-scale community consultation.
But, as a part of our plan, post the completion of the test, we will be
hosting a conversation to present our findings for both the South Africa
and India tests. As an ideal place to have an open 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Tito Dutta]

Thanks a lot for the response.
Indeed the questions are not answered. In addition to the questions asked
and numbered above by Jayantilal sir, these were also asked,
5. Is it going to be an English-Wikipedia campaign?
6. If Indian language Wikipedias are included, what is the methodology?
7. Where was community consultation? (links requested)
8. What is the starting date? Newspapers have reported more than a week ago
that it started
https://theprint.in/ani-press-releases/wikimedia-foundation-launches-knowwithwiki-campaign-to-promote-access-to-and-sharing-of-free-knowledge/945652/
Most definitely they were informed before that. So, things are apparently
pre-decided.
Thanks for the consideration.
Stay safe,


On Sat, 14 May 2022, 17:54 Jayantilal Kothari, 
wrote:

> Thank you so much for taking out time to explain, you have skipped most of
> my questions though.
>
> Your success is important for the community and movement will benefit from
> successful campaigns. Community is here to help and support if you are open
> to it.
>
> Let's go-to basics first (common sense);
>
> You yourself have pointed out that Wikipedia readership in India is high
> (ranked #4 as per your initial e-mail).  Same referenced study shows
> Wikipedia and Youtube have almost the same popularity (31% know Wikipedia
> and 33% know Youtube - 25 to 34 age).
>
> I dont see any Wikipedia vs Instagram market research study by WMF. I do
> see Youtube vs Wikipedia and it makes sense to use Youtube for promotion
> because it is easy to do the same study and then compare results.
>
> Wikipedia are more popular and most visited site than Instagram (as per
> Semrush March 2022 report). Wikipedia @ number 6 whereas Instagram is @
> number 12.
>
> On one hand, you say Wikipedia is most visited site and then you say it is
> not popular amongst youth and then you choose to use even less popular
> platform than Wikipedia to promote Wikipedia. The basic conclusion of all
> surveys says that people without the internet don't know much about
> Wikipedia and you have chosen an internet-based platform to educate people
> who don't have internet!
>
> It is quite ironic that WMF runs 'Wikipedia might die without donation'
> appeals in India and then decides to spend donor money on instagramers.
>
> Can we please expect some accountability and transparency here?
>
> 1. How are you going to measure the impact of this campaign? Tangible
> outcome?
> 2. How much money is spent on this?
> 3. Methodology behind selecting Instagrammers and overall average budget
> per reel?
> 4. How do you plan to involve wider communities in this as well as future
> campaigns?
>
> I have numbered the questions so it might help you to answer them in
> chronological order.
>
> Thanks
>
> On Thu, 12 May 2022 at 7:14 PM, Khanyi Mpumlwana 
> wrote:
>
>>
>> Hi Jayantilal,
>>
>> Thank you so much for your feedback and questions. I am sharing my
>> thoughts below:
>>
>> At the outset I wanted to state, on behalf of everyone at Wikimedia, that
>> we appreciate the efforts and dedication of the entire community to promote
>> and deliver Free Knowledge for everyone. Additionally, keeping our
>> communities in mind, we did send out the overall test plan/objectives to
>> the list ahead of the test going live- this email contains relevant
>> information and links.
>>
>> As mentioned before, #KnowWithWiki is a short term test campaign that is
>> focused on engaging current and prospective young India readers while
>> leveraging the reach of digital influencers.
>>
>> I would like to stress that our campaign content is focused on readership
>> with the youth audience and not on acquiring editors; and the influencer
>> posts are focused on furthering their audience’s awareness levels of
>> Wikipedia while leveraging on topics that interest them, such as cricket,
>> body positivity, endometriosis etc. Hence, through the campaign we are not,
>> in any manner, promoting editing.
>>
>> Our purpose and aim is simple: to learn- while engaging young internet
>> users and unaware Wikipedia readers to increase affinity and perceived
>> value which, as you would agree, is key to the sustained growth of
>> Wikipedia and all our projects.
>>
>> On your point about community bandwidth, we remain mindful of using this
>> for the short term test. Since this is not a long-term campaign but a three
>> week test campaign focused on a particular reader group- the youth; and
>> concentrated on one visual platform, Instagram- we hope to learn and share
>> the learnings and outcomes of the test with the whole movement. We will
>> continue to monitor reverted edits and possible vandalism.
>>
>> More importantly, we feel there will be a lot to learn from the outcomes
>> (as the previous email mentioned we did another test in South Africa) for
>> our collective work in the future. This would be a moment for us to come
>> together and discuss the outcomes (both the pro’s and con’s) of the test
>> which would be current, 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Jayantilal Kothari]

Thank you so much for taking out time to explain, you have skipped most of
my questions though.

Your success is important for the community and movement will benefit from
successful campaigns. Community is here to help and support if you are open
to it.

Let's go-to basics first (common sense);

You yourself have pointed out that Wikipedia readership in India is high
(ranked #4 as per your initial e-mail).  Same referenced study shows
Wikipedia and Youtube have almost the same popularity (31% know Wikipedia
and 33% know Youtube - 25 to 34 age).

I dont see any Wikipedia vs Instagram market research study by WMF. I do
see Youtube vs Wikipedia and it makes sense to use Youtube for promotion
because it is easy to do the same study and then compare results.

Wikipedia are more popular and most visited site than Instagram (as per
Semrush March 2022 report). Wikipedia @ number 6 whereas Instagram is @
number 12.

On one hand, you say Wikipedia is most visited site and then you say it is
not popular amongst youth and then you choose to use even less popular
platform than Wikipedia to promote Wikipedia. The basic conclusion of all
surveys says that people without the internet don't know much about
Wikipedia and you have chosen an internet-based platform to educate people
who don't have internet!

It is quite ironic that WMF runs 'Wikipedia might die without donation'
appeals in India and then decides to spend donor money on instagramers.

Can we please expect some accountability and transparency here?

1. How are you going to measure the impact of this campaign? Tangible
outcome?
2. How much money is spent on this?
3. Methodology behind selecting Instagrammers and overall average budget
per reel?
4. How do you plan to involve wider communities in this as well as future
campaigns?

I have numbered the questions so it might help you to answer them in
chronological order.

Thanks

On Thu, 12 May 2022 at 7:14 PM, Khanyi Mpumlwana 
wrote:

>
> Hi Jayantilal,
>
> Thank you so much for your feedback and questions. I am sharing my
> thoughts below:
>
> At the outset I wanted to state, on behalf of everyone at Wikimedia, that
> we appreciate the efforts and dedication of the entire community to promote
> and deliver Free Knowledge for everyone. Additionally, keeping our
> communities in mind, we did send out the overall test plan/objectives to
> the list ahead of the test going live- this email contains relevant
> information and links.
>
> As mentioned before, #KnowWithWiki is a short term test campaign that is
> focused on engaging current and prospective young India readers while
> leveraging the reach of digital influencers.
>
> I would like to stress that our campaign content is focused on readership
> with the youth audience and not on acquiring editors; and the influencer
> posts are focused on furthering their audience’s awareness levels of
> Wikipedia while leveraging on topics that interest them, such as cricket,
> body positivity, endometriosis etc. Hence, through the campaign we are not,
> in any manner, promoting editing.
>
> Our purpose and aim is simple: to learn- while engaging young internet
> users and unaware Wikipedia readers to increase affinity and perceived
> value which, as you would agree, is key to the sustained growth of
> Wikipedia and all our projects.
>
> On your point about community bandwidth, we remain mindful of using this
> for the short term test. Since this is not a long-term campaign but a three
> week test campaign focused on a particular reader group- the youth; and
> concentrated on one visual platform, Instagram- we hope to learn and share
> the learnings and outcomes of the test with the whole movement. We will
> continue to monitor reverted edits and possible vandalism.
>
> More importantly, we feel there will be a lot to learn from the outcomes
> (as the previous email mentioned we did another test in South Africa) for
> our collective work in the future. This would be a moment for us to come
> together and discuss the outcomes (both the pro’s and con’s) of the test
> which would be current, relevant and future-focused.
>
> As always, we thank you for your time and feedback, over and above all the
> work you do within the movement. Please feel free to get in touch if you
> have any additional questions/suggestions.
>
> Best,
>
> Khanyi
>
>
> On Tue, May 10, 2022 at 1:15 PM Jayantilal Kothari <
> jayantilal...@gmail.com> wrote:
>
>> Hi,
>>
>> Was there any community consultation? This has already created vandalism
>> incidents on local
>> Wikis. If an Instagram influencer with millions of followers talks about
>> Wikipedia, his 10% of followers start editing and 1% vandalizing pages then
>> it becomes a huge burden on the community to clean up the paid mess. Indic
>> communities are relatively smaller and often we see volunteer burnout. This
>> is a recurring theme from the WMF where the burden of cleaning and
>> maintenance is transferred to the community without consent. 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Khanyi Mpumlwana]

Hi Tito,

Thank you so much for your feedback and questions, and thanks for your
patience with our response- many of the team members, including myself,
were out on leave.

I am sharing my thoughts in response to your points below:

One of the most important things to remember about this test is that it is
designed to be just that- a test. While we know (consciously so) that this
doesn't cover all possible grounds, it is designed to give us engagement
data that will help us design our awareness tactics in the future.

For India, our focus is on engaging the youth with Wikipedia because


   -

   They are an important stakeholder in the growth and development of the
   Free Knowledge movement- hence our approach is focused on people and not
   projects- the test is of an audience and not a project.
   -

   We know from our own research (mentioned in the previous email) that in
   India, when it comes to the 18-24 age group only 26% know about Wikipedia.


While we will leverage Wikipedia’s identity and presence for our content,
it is the audience we are hoping to engage and learn from. We asked the
influencers about the topics the GenZ audience engage with; and the topics
they shared with us range from cricket, to body positivity, endometriosis –
and even some odd ones like the common housefly. This served as the basis
of our test: showing young people that our encyclopedic content can also be
useful in the everyday things they think about and engage each other in.

A very important aspect of this test is that it might not go as planned!
This means our tactics, hypothesis or plan might not give us a lot of
traction with the youth but that is also a win for us- we learn from both
our success and failures.

Also, we will be working towards having our wider press outreach aim to
highlight other Wikimedia projects and stories of Indian volunteers whose
stories can shine as great contributions to our knowledge movement -
#KnowWithWiki

We know about the wonderful work and effort put in by the community to
build and strengthen our projects especially the work of the CIS-A2K team
in providing robust support to the growth and development of our community
in India. This commitment and spirit has led to over 65k active Indian
editors and India being at the top of our average page views.

As you would have seen from the foundation’s draft annual plan, this coming
year we are putting a focus on allocating our support and resources to
other Wikimedia projects such as Wikimedia Commons.

Through #KnowWithWiki we aim to learn how, what and when to engage Indian
youth who, as we know, are important stakeholders; not only for the
Foundation but also for the community- the movement at large. This would
help us deliver strong, clear, and impactful messages /communications in
India, in the future.

Thank you for sharing the links, this is indeed some great work and
learning for us, your input along with the learning from #KnowWithWiki will
help us attempt to move in the right direction.

In the end, I want to thank you for your time and input. We will see the
test go live soon and hope you take a look and engage with the same.

Hope I have been able to address at least some of the very pertinent points
you raised.

Stay safe!

Khanyi


On Sat, Apr 30, 2022 at 12:23 PM Tito Dutta  wrote:

> Greetings,
> Thanks for sharing the program idea in detail. I am sharing my *initial*
> thoughts for your kind attention.
>
>1. The project appears to be a Wikipedia-centric one or possibly a
>Wikipedia-only campaign. It is not clear if this will be an English
>Wikipedia campaign, or Indian-language Wikipedia projects will be
>highlighted. If so, what will be the approach, methodology, and ratio?
>2. The Wikipedia-centric approach is sometimes problematic for various
>reasons. Over the years a lot of efforts have been made into strengthening
>other Wikimedia projects and communities in India through different
>initiatives such as a series of Wikidata workshops, Wikisource training,
>Wikimedia Commons photowalks outreach, Wiki Loves initiatives etc. This not
>only resulted in more active participation but brought large amount of high
>quality content as well. An effort that somehow highlights Wikipedia as the
>only knowledge source to "know your world better", possibly takes us back
>to square one.
>3. Continuing from #2, we have rich knowledge repositories on
>different projects. I'll give a couple of random examples. Wikimedia
>Commons:
>https://commons.wikimedia.org/wiki/Category:Azad_Hind_(newspaper)
>Wikisource:
>
> https://en.wikisource.org/wiki/The_Constitution_of_India_(Original_Calligraphed_and_Illuminated_Version)
>Similarly to know on many topics such as monuments, geography, census,
>railway, arts and culture etc possibly we have good content on other
>Wikimedia projects to refer to. So, an alternative mission-aligned approach
>might be 

[Wikimediaindia-l] Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

[Tito Dutta]

Greetings,
Thanks for sharing the program idea in detail. I am sharing my *initial*
thoughts for your kind attention.

   1. The project appears to be a Wikipedia-centric one or possibly a
   Wikipedia-only campaign. It is not clear if this will be an English
   Wikipedia campaign, or Indian-language Wikipedia projects will be
   highlighted. If so, what will be the approach, methodology, and ratio?
   2. The Wikipedia-centric approach is sometimes problematic for various
   reasons. Over the years a lot of efforts have been made into strengthening
   other Wikimedia projects and communities in India through different
   initiatives such as a series of Wikidata workshops, Wikisource training,
   Wikimedia Commons photowalks outreach, Wiki Loves initiatives etc. This not
   only resulted in more active participation but brought large amount of high
   quality content as well. An effort that somehow highlights Wikipedia as the
   only knowledge source to "know your world better", possibly takes us back
   to square one.
   3. Continuing from #2, we have rich knowledge repositories on different
   projects. I'll give a couple of random examples. Wikimedia Commons:
   https://commons.wikimedia.org/wiki/Category:Azad_Hind_(newspaper)
   Wikisource:
   
https://en.wikisource.org/wiki/The_Constitution_of_India_(Original_Calligraphed_and_Illuminated_Version)
   Similarly to know on many topics such as monuments, geography, census,
   railway, arts and culture etc possibly we have good content on other
   Wikimedia projects to refer to. So, an alternative mission-aligned approach
   might be "KnowWithFreeKnowledge" highlighting "free knowledge in general",
   rather than "KnowWithWikipedia".

Thank you for your kind attention.
Stay safe,
User:Titodutta



শুক্র, ২৯ এপ্রিল, ২০২২ তারিখে ১১:৫৫ PM টায় তারিখে Khanyi Mpumlwana <
kmpumlw...@wikimedia.org> লিখেছেন:

> Dear all,
>
> Hope you are well and safe.
>
> I am thrilled to reach out to you on behalf of the Communications
> Department at The Wikimedia Foundation to share information about a new
> short-term test campaign through which we hope to learn more about
> engaging Indian digital audiences, primarily the youth.
>
> Emerging from the Medium Term Plan
> ,
> this test is aimed at strengthening the awareness levels of Wikimedia, our
> free knowledge mission, and growing affinity with our readers in India,
> especially the youth.
>
> Firstly, let us introduce ourselves- The Communications Department.
>
> Communications  is a Wikimedia
> Foundation
> 
> department. The Communications Department performs a variety of functions
> for the Foundation, such as building awareness of Wikimedia and its
> projects,  maintaining relationships with the media, producing content for
> the Wikimedia Foundation website
> ,
> managing the community blog Diff  and
> Wikimedia social media
> 
> platforms, facilitating communications with Wikimedia communities,
> informing research into emerging global audiences, developing creative
> materials, and coordinating campaigns to engage new audiences for Wikimedia
> projects like Project Rewrite
> and Wiki
> Unseen. 
>
> What is #KnowWithWiki all about?
>
> This is a truly integrated effort where members of various teams within
> the Foundation came together to develop a plan to engage young readers in
> India in a manner that demonstrates the value of Wikipedia, highlighting
> the role it already plays in helping them know their world better and
> promoting free knowledge.
>
> The problem: Wikipedia readership in India is high. It is currently
> ranked #4 in website traffic in India with an average of approximately 2
> pages a visit. Unfortunately, according to a market research
> 
> carried out by the Wikimedia Foundation in 2020, only 31% of the Indian
> internet users have heard of Wikipedia, and strikingly, only 26% of
> internet users aged  18-24 years were aware of Wikipedia. The gap between
> usage and awareness indicates that there is a large number of young people
> who use Wikipedia and are not aware of us and therefore have no affinity or
> value for it.
>
> Why India?
>
> Engaging young internet users and unaware Wikipedia readers to increase
> affinity and perceived value is key to the sustained growth of Wikipedia
> and all our projects. The Indian youth may be viewing or using our content
> through different platforms e.g. seeing Wikipedia