Is it perhaps a common misconception that Wikipedia is Wikimedia, or visa 
versa? 




On Feb 25, 2019, at 7:13 PM, Zack McCune <zmcc...@wikimedia.org> wrote:

> :: Apologies for cross-posting to multiple mailing lists. We want to ensure
> we spread the word about this opportunity to as many people as possible. ::
> 
> Hi all,
> 
> We are writing today to invite you to be a part of a community review on
> Wikimedia brand research and strategy.
> 
> Recently, the Wikimedia Foundation set out to better understand how the
> world sees Wikimedia and Wikimedia projects as brands.[1] We wanted to get
> a sense of the general visibility of our different projects, and evaluate
> public support of our mission to spread free knowledge.
> 
> We launched a global brand study to research these questions, as part of
> our planning toward our 2030 strategic goals.[2] The study was commissioned
> by the Board, carried out by the brand consultancy Wolff Olins, and
> directed by the Foundation’s Communications team.[3][4] It collected
> perspectives from the internet users of seven countries (India, China,
> Nigeria, Egypt, Germany, Mexico and the US) on Wikimedia projects and
> values.
> 
> The study revealed some interesting trends:
> 
> - Awareness of Wikipedia is above 80% in Western Europe and North America.
> 
> - Awareness of Wikipedia averages above 40% in emerging markets,[5] and is
> fast growing.
> 
> - There is awareness of other projects, but was significantly lower. For
> example, awareness of Wikisource was at 30%, Wiktionary at 25%, Wikidata at
> 20%, and Wikivoyage at 8%.
> 
> - There was significant confusion around the name Wikimedia. Respondents
> reported they had either not heard of it, or extrapolated its relationship
> to Wikipedia.
> 
> - In spite of lack of awareness about Wikimedia, respondents showed a high
> level of support for our mission.
> 
> Following from these research insights, the Wolff Olins team also made a
> strategic suggestion to refine the Wikimedia brand system.[6] The
> suggestions include:
> 
> - Use Wikipedia as the central movement brand rather than Wikimedia.
> 
> - Provide clearer connections to the Movement projects from Wikipedia to
> drive increased awareness, usage and contributions to smaller projects.
> 
> - Retain Wikimedia project names, with the exception of Wikimedia Commons
> which is recommended to be shortened to Wikicommons to be consistent with
> other projects.
> 
> - Explore new naming conventions for the Foundation and affiliate groups
> that use Wikipedia rather than Wikimedia.
> 
> - Consider expository taglines and other naming conventions to reassert the
> connections between projects (e.g. “______ - A Wikipedia project”).
> 
> This is not a new idea.[7][8]
> 
> By definition, Wikimedia brands are shared among the communities who give
> them meaning. So in considering this change, the Wikimedia Foundation is
> collecting feedback from across our communities. Our goal is to speak with
> more than 80% of affiliates and as many individual contributors as possible
> before May 2019, when we will offer the Board of Trustees a summary of
> community response.
> 
> We invite you to look at a project summary [9], the brand research [10],
> and the brand strategy suggestion [11] Wolff Olins prepared working with us.
> 
> For feedback, please add comments on the Community Review talk page [12] or
> email brandproj...@wikimedia.org with direct feedback. You can also use
> either of these channels to request to join a group meeting.
> 
> We know this is big topic and we’re excited to hear from you!
> 
> 
> - Zack McCune and the Wikimedia Foundation Communications department
> 
> 
> [1]
> https://wikimediafoundation.org/2019/02/07/how-does-the-world-see-wikimedia-brands/
> 
> [2] https://meta.wikimedia.org/wiki/Strategy/Wikimedia_movement/2018-20
> 
> [3] https://www.wolffolins.com/
> 
> [4] https://meta.wikimedia.org/wiki/Communications
> 
> [5]
> https://meta.wikimedia.org/wiki/Community_Engagement/Defining_Emerging_Communities
> 
> [6]
> https://wikimediafoundation.org/2019/02/26/leading-with-wikipedia-a-brand-proposal-for-2030/
> 
> [7] https://lists.wikimedia.org/pipermail/foundation-l/2007-May/029991.html
> 
> [8]
> https://commons.wikimedia.org/w/index.php?title=File%3AStrengthening_and_unifying_the_visual_identity_of_Wikimedia_projects_-_a_step_towards_maturity_-_Wikimania_2007.pdf&page=56
> 
> [9]
> https://meta.wikimedia.org/wiki/Communications/Wikimedia_brands/2030_research_and_planning/project_summary
> 
> [10]
> https://commons.wikimedia.org/wiki/File:Global_Wikipedia_and_Wikimedia_Brand_Research_Report.pdf
> 
> [11]
> https://commons.wikimedia.org/wiki/File:A_Wikimedia_brand_strategy_proposal_for_2030.pdf
> 
> [12]
> https://meta.wikimedia.org/wiki/Talk:Communications/Wikimedia_brands/2030_research_and_planning/community_review
> 
> 
> 
> -- 
> 
> Zack McCune (he/him)
> 
> Senior Global Brand Manager
> 
> Wikimedia Foundation <https://wikimediafoundation.org/>
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