the missing wikipedia ads (wikimania 2014)
DESCRIPTION
Slides from my Wikimania 2014 presentation on targeted acquisition/contribution campaigns. https://wikimania2014.wikimedia.org/wiki/Submissions/The_missing_Wikipedia_ads:_Designing_targeted_contribution_campaignsTRANSCRIPT
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Designing targeted acquisition campaigns
Dario Taraborelli • Wikimedia FoundationWikimania 2014 • London, 9 August 2014
The missing Wikipedia ads
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Q: How to use gaps and biases in Wikipedia to engage new and more diverse contributors
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A: Adsense for WikipediaTargeted acquisition/contribution campaigns
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Overview
Rationale (and debunking a few myths...)1. scaling outreach campaigns
2. turning gaps into hooks 3. targeted outreach
Proposal1. applications
2. infrastructure needed
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Outreach campaigns workMonthly active editors by project
Wikidata
Commons
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Wiki Loves *
wiki lovespride
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Q1: If outreach campaigns work, how do we make them cheap to programmatically run at scale?
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No shortage of work
On the English Wikipedia only:
2.5M articles assessed as stubs1
20K articles need cleanup2
Hundreds of missing articles sought by at least 1K readers every week3
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Eric Fischer: A sidewalk is not just some hunk of concrete. It is something that somebody made. It humanizes the city.
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Q2: If there is a large backlog of work to do, how can we make it programmatically accessible?
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Targeted outreach
reader registered user
first-time contributor
reader first-time contributor
acquire first, activate later
activate first
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30-day new editor activation by referral (source - data)
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Q3: How do we programmatically reach out to subject matter experts who are likely to become future Wikimedians?
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Q3: How do we programmatically reach out to subject matter experts who are likely to become future Wikimedians?
Q1: If outreach campaigns work, how do we make them cheap to run at scale?
Q2: If there’s a large backlog of work to do, how can we make it programmatically accessible?
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Targeted acquisition campaigns
broadcast
engage
measure
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Applications
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Embeddable calls to actionWomen in Science
Wikipedia needs your help
The English Wikipedia article Women in Science needs contributors from a more global perspective. Help expand it!
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Real-time calls to action
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Infrastructure needed
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1. A task APIRetrieve articles in need of help by arbitrary criteria:
● topic (e.g. Chemistry; Canadian Jazz artists)● geocoordinates (e.g. articles near me )● type of issue (e.g. citation needed; media needed; stub )● priority (e.g. most visited; most linked )
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1. A task APIGenerate feeds and embeddable widgets that content publishers can use to point their own audience to relevant Wikimedia articles or contents.
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2. A public MediaWiki event streamBroadcast real-time events from Wikipedia activity [1]
e.g. a new Medicine-related stub was just created on the German Wikipedia
[1] https://meta.wikimedia.org/wiki/Research:Ideas/MediaWiki_events:_a_generalized_public_event_datasource
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2. A public MediaWiki event streamCreate rules to filter and broadcast events to the relevant audience or feed them into other webservices.
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3. Campaign analyticsMeasure engagement, retention, volume and quality of contributions by campaign [1]
Use Wikimetrics to perform cohort analysis [2]
[1] https://www.mediawiki.org/wiki/Extension:Campaigns[2] https://metrics.wmflabs.org/
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3. Campaign analyticsIdentify the most effective campaigns driving high-quality contributions
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Summary
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Use caseshttp://etherpad.wikimedia.org/p/TargetedAcquisitionCampaigns
[email protected] [[User:DarTar]] @readermeter
Image creditsEric Fischer. 20ht ave https://www.flickr.com/photos/walkingsf/8339944818 CC BY
User:Mwanner. Small island in Lower Saranac Lake https://commons.wikimedia.org/wiki/Island#mediaviewer/File:Small_Island_in_Lower_Saranac_Lake.jpg CC BY SA
Your King and Country Want Youhttps://commons.wikimedia.org/wiki/File:Your_king_and_country_want_you_sheet_music_01.jpg CC0