Campañas de adquisición dirigidas

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Esta página en pocas palabras: esta página presenta una propuesta para una
infraestructura de campaña de contribución modelada a partir de Wiki Loves
Monuments , con implementación técnica y requisitos de análisis. También
proporciona materiales para una charla enviada a Wikimania '14 sobre Los anuncios
de Wikipedia que faltan: diseño de campañas de contribución específicas .

Contenido
1 Sobre
2 Razón fundamental
3 Requisitos de implementación
4 Requisitos analíticos
5 Riesgos y problemas
6 Salvadera
6.1 Razón fundamental
6.2 Selección de tareas
6.2.1 Tipo de tarea
6.2.2 Clasificación de tareas
6.2.3 Extracción de tema
6.2.4 Riesgos
6.3 Exponer tareas
6.3.1 Repositorio de tareas
6.3.2 Widgets de tareas
6.3.3 Integración de terceros
6.4 Campañas
6.4.1 Lógica de campaña
6.4.2 Flujos de trabajo de campaña alternativos
6.4.3 Análisis de campañas
6.5 Afiliación
6.6 Posibles asociaciones
Sobre
Ojalá Wikipedia pudiera darse la vuelta . Quiero poder leer, contribuir y donar a
Wikipedia en cada sitio web que visito que reutilice su contenido. Quiero saber
cómo puedo donar mi tiempo o dinero a Wikipedia incluso antes de visitarla .

-  Luca M.
Razón fundamental
¿Dónde puedo encontrar una lista de resguardos sobre científicas vivas en la
Wikipedia en español?
¿Cuáles son los artículos más visitados en la historia militar con plantillas de
puntos de vista de más de un año?
¿Necesito una lista de artículos relacionados con la salud que carecen de imágenes
de alta calidad?
¿Cómo encuentro eventos históricos notables cerca de mi ciudad sin un artículo
dedicado en mi idioma nativo?
Gaps and biases in the coverage, quality or cross-language availability of
Wikipedia contents represent an outstanding opportunity to onboard potential new
contributors, particularly subject-matter experts. Over time, a number of
initiatives have been launched to try and reach out to expert contributors and
users from diverse backgrounds and demographies to fill these gaps. With one
notable exception (Wiki Loves Monuments), these outreach initiatives and campaigns
targeted at communities and users who are currently underrepresented in Wikimedia
projects have received limited attention in terms of technology and analytics
support. Yet, outreach campaigns like Wiki Loves Monument have proved consistently
effective in onboarding first-time contributors and driving participation from
existing community members (albeit for limited amounts of time). Limited technology
support means that these campaigns are in general hard to scale and there are
significant barriers for organizing new campaigns at the push of a button. Lack of
dedicated analytics support means that it's hard to determine the impact of these
campaigns in a consistent and measurable way and make a case – backed by hard data
– to partner organizations, movements and institutions about the importance of
adopting or sponsoring these initiatives. This proposal describe a possible model
to generalize Wiki Loves Monuments campaigns, allowing anyone (community members,
chapters, partner institutions and organizations or interested members of the
public) to programmatically create and run targeted contribution campaigns on
specific topic areas, by:

generating easy to distribute/embeddable calls for participation

leveraging existing analytics tools designed by the Wikimedia Foundation
(Wikimetrics, EventLogging, Account creation campaign logging) to evaluate the
impact of these campaigns and identify the most successful ones.
Implementation requirements
Analytics requirements
Risks and issues
Sandbox
Rationale
alternative acquisition models
acquire first / activate later
acquire targeted segments of users
acquire first might be suboptimal
we might be trying to acquire/activate the wrong people
the majority of new registered users are not interested in editing
we have little actionable data on what motivates a user to register an account
(other than account creation meta-data or data hat could be obtained via post-
registration surveys)
little structured effort to support bottom-up campaigns
millions of subject matter experts are out there but they are not actively targeted
to contribute to Wikipedia
Task selection
Type of task
Pick tasks that are easy to extract, easy to localize and less subject to friction
with content/quality policies.

Stubs
Redlinks
Task ranking
Traffic data https://en.wikipedia.org/wiki/User:West.andrew.g/Popular_pages
https://en.wikipedia.org/wiki/User:West.andrew.g/Popular_redlinks

In-degree https://en.wikipedia.org/wiki/Wikipedia:Most_wanted_articles

(we don't have search data that could be processed to rank tasks yet)

Topic extraction
By far the easiest way to categorize these articles by topic is by looking at their
WikiProject affiliation. This gets more complicated with redlinks, although the
primary topic of a redlink can be inferred by categorizing referring articles

Risks
Arguably highly visited articles do not suffer from notability issues
How to mitigate COI edits
Exposing Tasks

Add here diagram of campaign logic

The following are technical requirements to expose tasks and generate campaigns
Task repository
This proposal assumes that the atomic unit of a task is a Wikipedia article and the
properties that describe it. Sub-article tasks (section level tasks, media-related
tasks) fall outside the scope of this proposal. A generic task repository is a
store of article metadata that can be used for filtering and extracting relevant
tasks

Page_title
Page_id (if available
Task category: {stub, redlink}
Traffic score
Authority score based on incoming links
Topic
Other possible metadata to consider

Geocoordinates, for nearby filtering

Cross-wiki coverage
Latency (e.g. combine the age of the article or the age of a cleanup template with
traffic and authority scores to determine the priority of the task
Other type categories from cleanup templates
Task widgets

Add here mockups of task widgets

static
Build simple embeddable ad widgets with a static article topic or set of topics.
dynamic
Allow people to subscribe and retrieve a random article or a list of articles
matching the topic
context-sensitive
Allow people to retrieve a context-sensitive widget that automatically serves the
most relevant topic for the page it's embedded in.
Projects such as Dexter already allow entity/topic extraction from text snippets
matching Wikipedia entries.
3rd party integration

Add here mockup of Twitter card integration

Other than task widgets, 3rd party integration could be achieved with services
reusing or exposing Wikimedia contents

Twitter cards
Google Knowledge Panel
Wikipedia Live Monitor
A task repository could also be used to populate a stand-alone web service adding
more functionality than the basic task widgets described above.

Campaigns
Use outgoing links in task widgets to generate account creation campaigns:

Campaign logic
point to the account creation landing page
use a dedicated campaign identifier as a campaign parameter
use the original article as the returnto parameter, for automatic redirect upon
registration
E.g. https://en.wikipedia.org/w/index.php?
title=Special:UserLogin&returnto=Environmental+resources+management&type=signup&cam
paign=xyz

Alternative campaign workflows

ReturnTo queries could point to landing pages in the WP namespace other than single
articles
Guiders served upon successful account registration could be configured to disable
some elements if a campaign parameter is present
A modified version of the campaign extension could be used to display a one-off
notice on the landing page instead of having the widget directly point to the
account registration page
Campaign analytics
The campaign ID could be suffixed with the corresponding WikiProject name (which
was used for extracting the topic) or other metadata to simplify analytics
Basic stats on users acquired via these projects will be automatically generated
via Wikimetrics:
number of account creations
number of activated users
revert rate per cohort
activity/survival per cohort
content contributed per cohort
Affiliation
Use notifications to:

sustain continued participation via GettingStarted

alert WikiProject members of active new users
invite new users to join relevant Wikiprojects
Possible partnerships
Blogs / foros de comunidades de expertos / comunidades de práctica
Capítulos
Editores académicos
GLAM
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inglés
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Peticiones
Babilonia
Informes
Investigar
Planeta Wikimedia
Más allá de la Web
Conoce a los wikimedianos
Eventos
Afiliados del movimiento
Donar
Instrumentos
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Esta página fue editada por última vez el 9 de septiembre de 2020, a las 09:49.
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