Growth/Personalized first day/Newcomer experience marketing pilot/es

La experiencia piloto de marketing para recién llegados/as es un proyecto piloto experimental de la Fundación Wikimedia, programado para la primera mitad de 2022. Estaremos probando la eficacia de los anuncios en las redes sociales y los correos electrónicos de bienvenida para atraer a los/as usuarios/as a nuestros proyectos, momento en el que comprobaremos la eficiencia de la "página de inicio para recién llegados "personalizada el primer día".

La Fundación Wikimedia está experimentando con tácticas que creemos que aumentarán el número de nuevos/as editores/as si las ampliamos a un proyecto a gran escala.

The Wikimedia Foundation is experimenting with tactics that we believe would increase the number of new editors if we expanded them into a full-scale project.

This experiment, which is part of a larger series of FY21–22 pilots that are exploring different ways to drive Wikimedia editor growth, focuses on Latin America and the Spanish Wikipedia. It involves the following initiatives: The social media ads will be targeted at users with interests like writing, editing, learning, research, and academic writing—the sorts of interests that you might expect would be correlated with a Wikipedia editor. Our plan is to run these ads for no more than four weeks, and probably less than that. The welcome emails will go out about one to two weeks after the ads. As this is a small pilot project, we do not believe that it will have any major negative effects on the Spanish Wikipedia and its editors.
 * 1) We will bring in potential new editors through social media ads (Facebook)
 * 2) We will enhance the account creation user experience creating a campaign-specific create account page
 * 3) Once inside, we will measure the effectiveness of the newcomer experience features
 * 4) Finally, we will send a welcome email to new editors who opt in, featuring a video with interviews with Spanish Wikipedia community members

Example content
Screenshots to be added

What are our goals?
To demonstrate that these tactics would, if scaled up, achieve the following benchmarks:


 * Increase new account creation by 5%
 * 20% of new accounts are "constructively activated" (i.e. making one or more unreverted article edits)

Beyond those goals, we are hoping to find that these tactics have the potential to offer real benefits to the Wikimedia movement, regardless of whether that's across entire wikis or in more limited scenarios.

What metrics are we using to measure success/failure?
We will be collecting standard anonymized metrics from Facebook, such as reach, engagement, click rates, and similar. On-wiki, we will measure how many people land on the campaign-specific create account page, end up creating an account, and are constructively activated. The use of Facebook has been vetted and approved by the Wikimedia Foundation's Legal team; importantly, no personal information will be shared with the platform.

Who is involved in the project?
The Wikimedia Foundation's Marketing, Community Relations, and Growth teams.

What if I have questions?
We are watching the talk page!