My presentations at Lundquist Breakfast Meeting in Zurich outlined why Wikipedia is vital for companies’ web reputation and explained a model for constructive engagement of companies with the Wikipedia community.

1. Lundquist Wikipedia
Research

2. Swiss companies on social media
KWD Webranking 2011 Switzerland (Top70) Europe (Top500)
No presence in English on major
social media 36% 17%
Updated Twitter account
32% 30%
Updated Facebook page (in
English) 15% 25%
Link to social media from corporate
website 27% 37%
No English article on Wikipedia
30% 6%

3. Why Wikipedia is important for
companies
5th most visited website according to comScore
More than 400 million people use Wikipedia every month
High search engine ranking, 60% of page views come
from Google
Important component of company’s web reputation
This is truer when exceptional or unexpected events happen (crisis)

4. Wikipedia: information on companies
July 2010, explosion of BP’s Deepwater Horizon in Mexico Gulf

5. Wikipedia: information on companies
July 2011, Murdoch case: wiretapping

6. Lundquist Wikipedia research
2011

7. What we analysed
Analysed the English version of the Wikipedia page of
291 European companies
70 Swiss largest listed companies
A three-part protocol of 30 criteria is used to
allocate a maximum of 25 points for each
Infobox (4 points)
Page Features (10)
Page Sections (11)
Penalty point (-1)
7

8. What we found
In 2011 Swiss average score climbed to 7.3
from 6.9 of the past edition Company Score
Although still 30% of Swiss companies do not 1. UBS 21.25
have a page in English
2. Nestlé 19
The poorest section of the research is the one
dedicated to the substantial information about 3. Novartis 17.25
the company (Page sections) scoring only
4. Credit Suisse 16.75
26% of the maximum
54% do not offer updated data on profits and 5. Syngenta 15.75
44% on
18% do not provide a biography page 6. Transocean 15.25
dedicated to company’s key people
94% do not give information on company 7= ABB 14.75
major shareholders and 76% do not present
a list of top managers or directors 7= Roche 14.75
The best Wikipedia page tend to have the 7= Sika 14.75
largest number of editors and most
10= Logitech 14.5
editorial activity
10= SGS 14.5
8

9. What we found
7% Top
pages
63% Poor
pages
No page in
30% English
9

10. A common misconception
“Wikipedia is a user-generated content
website, so companies have no role to
play in it”
10

11. Companies’ most popular reactions
11

12. Companies’ most popular reactions
12

13. Lundquist engagement model
Don’t consider Wikipedia as an extension of your corporate website,
1 but instead respect Wikipedia rules and learn how to interact with its community
2 Keep monitored your Wikipedia page and all the other related pages
Avoid making direct changes,
3
interact first with editors through Wikipedia’s talk pages
When direct changes are inevitable,
4
always provide references
5 Include free-use material, such as documents and pictures

14. Thanks!
Lundquist Srl
Giulia Dini
giulia.dini@lundquist.it
@giuliadini
giuliadini
Piazza XXV aprile 1
20121 Milan, Italy
Tel. + 39 02 4547 7681
www.lundquist.it