 Cool. We are live. Thanks. Hi everyone. I will give people about a minute to settle in and then we'll get started. Hello everyone. I'm going to get started. Welcome to the fourth out of four sessions of our annual plan conversation series. We're closing the series today talking with the communications department and we have a number of people from the department joining us. I have a total of four leaders from the communications department and I'll have them all introduce themselves in a minute. As for me, I am Elena Lapin senior communication specialist at the Wikimedia foundation based in the San Francisco Bay Area. I'll be facilitating today. Hello to those of you who are here with us in the Zoom room and to those streaming live on YouTube and of course to anyone watching the recording in the future. My quick feel about why we're here today. Today's session is part of a series of open conversations between executives and senior leaders of the foundation and the rest of the movement to talk about the foundation's annual plan. It was finalized and released earlier this month and it's on meta available for review for anybody. In this session you'll be able to ask questions about what's in the annual plan, share comments and ideas and get aligned for your work on the year ahead. I'm covered by the friendly space policy and so we welcome any and all questions you might have that are asked with curiosity and asked with civility. In terms of how today's hour will be structured. First I'll ask the four speakers that we have to introduce themselves, and then we'll watch a few minutes of the communications department's annual plan video. And then we'll have an overview of the topic of the work of the communications department under this annual plan, and then we'll have the rest of the time for open conversation. We have some questions that were submitted ahead of time, and I'll also be taking live questions from the zoom chat and from the YouTube chat. The Zoom room is welcome to add themselves to the speakers queue in order to unmute and ask a question live. Add yourself to the queue in chat. Using this, using this, rather than using my hand raised feature so that we can keep everything organized in chat. This meeting is being recorded and it'll be posted on the annual plan meta page afterwards. I'll also be posting a transcript. And if there are questions that we don't get to during the session. I'll make sure to provide answers to those on the annual plan meta page as well. I want to invite everyone in the zoom room to make sure that your screen name is what you'd like to be called during the session. You can change your name by clicking on the three dots in the top right corner of your square and clicking rename. Add your pronouns if you feel comfortable with that. Great. Okay, so now let's let the speakers introduce themselves. If each of you could say your name, where you're based and what your title is. That would be great. We'll start with a new show. Hi Elena. I'm super happy to be here with everyone. I'm Anisha Ali Khan senior director of communications at Wikimedia Foundation. My pronouns are she her hers. And as many of you may have heard from the note that went out Heather walls, the recently left the foundation so for the moment I'm taking on responsibilities of leading this incredible department across its movement communications brand marketing. And communications functions, both internal and external. My primary role as senior director of the communications team is to oversee communication strategy for ensuring that foundation work across partnerships technology policy and Wikimedia projects are known. Most importantly, of course, understood throughout the world so that we can strengthen trust and invite people to really engage and connect with the free knowledge movement. Thanks so much. Let's go to Nino next. Hi everyone. My name is Anthony no hammer or just Nino for shark pronoun is he him. I am the senior insights manager, currently leading the marketing team here at the communications department. Originally from Indonesia, but I'm based in Berlin, Germany. Thanks, Zach. Zach McCune here, director of brand fantastic to be with you all. My pronouns are he him. And I am joining you from a garden in Newport Rhode Island. This flag is not a golf flag. It's a crab flag. You put it up if you're going fishing for crab you might see it flap around. I'm really delighted to be with you all. Thanks, and hi to the crab flag to my your Hi everyone. I'm Major Paul. I'm the director of movement communications. I put in the zoom chat my meta page I'm hoping my colleagues will copy it over to YouTube as well so you can see me. Movement communications is a new team in the foundation so I'm hoping some of you're going to ask me a question about it and then I'll tell you a bit more about what does the team do later on. Oh, and I am based in the UK. I'm originally from India and my pronouns are he and him. Thanks so much. Great. And Anusha mentioned she forgot to say she's tuning in from Miami where she's based. Welcome everybody. Okay, good. So we will turn now to the annual plan segment of the annual plan video. As a reminder, all of the videos from all departments are posted on the annual plan meta page and we have subtitles in seven languages. So please if you find them interesting share them with your communities. And Heather walls chief creative officer of the Wikimedia Foundation and head of the communications department. This year's annual plan we are formalizing and growing the movement communications team. They are tasked with holding the important connection between the Wikimedia Foundation and our communities around the world. To begin putting in place regional representatives connections the ability to understand nuance and culture across our movement to provide a platform on diff for people to share their information in many languages and to just get just get better to increase trust between the Wikimedia Foundation and the community it is so important to us to do that. Great. So I want to open the question and answer session with the same question that I am fielding to everybody in these sessions. The annual plan video gives some like high level conceptual ideas about what we're working on under this annual plan. I would like to know from each of you, if, you know, if you all would like to share. Under this annual plan. concretely, what's one priority or project or initiative that represents a big change. And why is it relevant for the movement. We can start with a new shot. So yeah, you know, I think mayor can probably say more about that but I would say that probably the biggest change this year is that, you know, we have a newly constituted movement communications function at the foundation. And we plan on being very thoughtful and deliberate around our plans to make sure that the community understands our work and is connected with us. And we're really trying to build a strong base here for storytelling in the movement as well with platforms like diff. Also, and this is actually true not just of the movement communications team but I think all of the teams in in the communications department. We're trying to expand our presence with regional representatives in each area, we're going to be better at having their ear to the ground, especially amongst community and bring their perspectives on local issues and also as well as fundamentally speak the language. And so I think, in my opinion, that's the biggest change and mayor may want to say more there because I know everyone's very excited about movement communications. Thank you and you should know that covers a lot of it. I suppose just to give people a kind of practical example of what what is this new team doing. We do the things you know and love. So Wikimania, the team is supporting our core organizing team of volunteers that are kind of running Wikimania putting it on but we provide the sort of support to them to make the event happen. Things like Wikimedia of the year. You know, this is a kind of shameless plug on going from Wikimania make sure you register. This year will be bigger and better we want to celebrate our movement we want to celebrate the work that so many volunteers are doing across the world. And, you know, this year, you heard it here first. There won't be just one Wikimedia of the year there'll be many. So read more about it. I actually put a link about that in the chat so we do things that you know and love. We're also doing things kind of new things to help the foundation connect with the movement and for every team in the foundation to be able to talk to the movement so this conversation right now is being brought to you by members of the movement communications team. So have all the different annual plan conversations and we hope to do more. I often say to people, if this team was a Wikipedia article would be a stub. So we need your help to kind of make it better, you know, have have more things we can do so, so please, you know, do feel free to get in touch about what else we can do. And actually, hopefully my colleague Merdan has just put in the chat the link to finding out more about Wikimedia of the year so yeah. And I hope that's shared in the YouTube chat as well. Thanks for that. Zack, do you have anything that you want to spotlight under this year's annual plan that'll be a big difference for your team and what does that mean for the movement. Yes. So, in the last fiscal year, we focused on celebrating the movement as a global entity. And that really came through in the Wikipedia 20 celebrations. In this year, we're going to be focusing more on regional promotion of the Wikimedia movement and the Wikimedia projects. We're actually planning some outreach campaigns, along with Nino and Nino's team, we're planning to do three. And these will be collaborations with our community to help the movement show up in new visible ways within a region, which could be a country, it could be a set of language speakers could be a set of internet users. We've only decided on one of these the first, which is a collaboration with Wikimedia South Africa. So our first awareness campaign is going to be in South Africa and we are planning two more after that, all in the effort of promoting our movement on a regional level. So again, I think you're hearing that across my colleagues, right, we want to be more authentic and relatable at the regional level. We know that a lot has been done globally, but sometimes when you think just kind of in a broad sense you miss the nuance the opportunity and the ability to kind of start the really incredible work that happens every day within communities. So that's what we have planned on the brand studio side of things. Thanks for that. Great. And Nino, you want to talk about your team and what you'll be up to under this annual plan. Yes. Thank you. Not to drag this too long, but I just want to be in agreement here with both Alicia and Zach, a lot of exciting things coming up this year. And I think marketing support all these initiatives by starting the word that we did last year in terms of understanding the makeup of our global audience by conducting our global market research last year. And finally, now we are in a position to help the other teams like brand studio movement communication and communications to through data. And we can be more informed about the different communities and the makeup of nuances of many countries around the world. We're very excited about that. Thank you. Great. Yeah, we have a submitted question also asked a little bit more about marketing we'll get to that in a bit, but I will take next a question from the YouTube chat. What is the planned launch date for the calendar on diff. And I think before answering the planned launch date if you could explain what what is going on with the calendar on diff, and then talk about where we're at. So one of the kind of key problems people have often flagged to us. And I should say actually, earlier in the year to help improve the stuff that is movement communications we actually did a bit of research that Elaine actually worked on talking to over 100 week comedians across the movement asking them what are the kind of key challenges in how the foundation communicates with the movement how could we be better etc. The big feedback that kind of came back was around, you know how many different channels places etc you have to watch to make sure you kind of find everything out. Something might come to you on a meta page something might something else might come to you on a village bomb. It might be something said in a conversation like this like you have to be present in so many places. And it makes it really hard to keep track of sort of what is going on. So in order to sort of simplify and give people a sort of a single place where any event being run by the foundation conversation like this etc everything can go when people can see in a single view what is happening. And decide where they want to engage we wanted to create this sort of single place. And so, for now kind of we've, we're working on our movement blog diff to create a like a calendar view where you can see by date for it to be searchable by topic interest etc. All these kind of different things consultations conversations like this other events and obviously movement members are welcome to put their own events as well. So, when will it be launched something we're working on. We were hoping actually to have a sort of beta launch this week, but we're still, you know, struggling with some technical hiccups so. So yeah so hope to have maybe in the next week or two have the calendar live. Early on we'll focus on trying to kind of get good events on there etc before we share with people to follow but it should be available publicly on the diff blog in the next few weeks. Thank you. Great so I have a submitted question that actually touches on the same idea of how many things we have going on across the movement at once and how it's hard to keep track of. There's been ongoing concern from communities with how many concurrent events and processes are going on, particularly from the foundation. I'm just doing to address this concern. I imagine the calendar is part of it, but do you want to speak about other things that the communications department is doing to help manage the timing of different opportunities. And it's a problem we're aware of and I think as the kind of foundation has grown and the desire to make sure we are working closely and co creating with the movement that desire sort of meets. You know there's just so much going on and if you want to co create with everyone on everything then suddenly there's a lot going on. So one of the things we're doing internally is a colleague of mine is helping different teams in the foundation coordinate so that we don't launch two things on the same day or have, you know two calls on the same day stuff that can seem difficult, but you know in a growing organization with, you know, processes that aren't sort of defined in advance because when you're co creating with people you don't really know what the next stage looks like so you've gotten through to stage one. So all these kind of different variables can make it really hard to have like, you know a year in advance like here's what we're going to do when. We're trying to do that sort of live and this calendar will give you a view into that so that you know you can be and we're doing more to be more organized. I do want to make a shameless plug, all of this is being driven by stuff you have told us, and I'll pop in the chat here, a link to the insights report, one of whose findings was for the foundation to coordinate better internally. I'm sure that when we communicate we're all in line, and I wonder whether one of my colleagues wants to also talk about internal comments here. Absolutely thanks Mayor yeah, you know just to put a fine point on a few things that Mayor said, part of what we're trying to do is essentially establish best practices for the foundation in terms of connecting with community but also for staff to connect with each other. We have two new terrific colleagues that have recently joined us that have a specialty and internal communications in particular. And so that will definitely, I think help with the staff to staff communications piece so that we're coordinating better across the organization as well. And we hope that will spill into the movement world. And the other thing that I wanted to highlight is again coming back to the regional presence, I think that the regional representatives that we're establishing are also really going to help us in order to reach communities where they are. And again, you know, let us know about some of those cultural nuances, like how to better communicate how to better connect with people about the information we want them to have instead of this being, you know, just like a heavy tide of information that you can find the relevant pieces in and people are sort of constantly looking for things so we definitely hear you as Mayor said that insight study was was in part everything that you told us. And so we want to help fix that. Thank you. Great, I want to take another question from the YouTube chat which is about open source communication tools. So any plans to help the movement communicate using open source tools to become less dependent on things like zoom, Remo and other proprietary tools. I can come in and maybe others might want to add to this. And I want to say upfront, you know, our preferred medium where possible is open source tools. It is a challenge we have to manage every day with there are sometimes things we want to do where the best technology fit isn't open source. This conversation right now. By doing it through zoom we're able to have people join us in the room we're able to share it live on YouTube where you can run auto translations and I know some people do that with things like this. It's not perfect but it's a term I've learned since I've joined at the foundation a polarity like so it's something we're trying to manage the kind of ease of use so that people can engage with us with wanting things to be open source so I want to say we don't pick these tools. Just because like there's a lot of thinking that goes on. Often there's like special contracts that are negotiated again. I don't know if you know people know that but often when the foundation kind of gets a new tool or is using a tool on behalf of the movement we've negotiated special contracts that kind of are more respectful of privacy than kind of the generic boilerplate you would get on their website. So, yeah, it's one of those things where we're trying to manage a polarity between making it easy for people to engage, versus wanting to support kind of open source tools and using them ourselves. I'll hand over to anyone. I think Zach has a thing to add. Yeah, I wanted to add that the brand studio team in making design items or video items or audio items. We try to always make sure that we release everything created in an open source format. And that means that regardless of what design tool you're using, you can make use of it. And a good example would be the recent materials created for Wikipedia 20. And again, that's, that's a situation where if you're using an Adobe design product you can open it, you're using Figma, you can open it, or you could be using GIMP or Inkscape, there's a lot of programs that are free to use and open source. And one way that I'd say this department does work to to engage a variety of open source communities is that we make things available in easy to use open source formats. And it's also even a design constraint when we select fonts, typefaces, colors, things for events like Wikipedia we're always trying to make sure that these materials can be easily accessed, reused and remixed. Great. So let's turn to some of the some of the texts that's in the annual plan that falls under communications. One of the objectives listed in the annual plan this year is about strengthening the narrative of Wikipedia globally. And this question is just what does the narrative of Wikipedia me. Yeah, I'm happy to take that. And I'm sure my colleagues have thoughts here too. So, one of my favorite authors John Steinbeck said that a great and interesting story is about everyone, or it will not last. So for us, the narrative of Wikipedia is really simply about showing the world interesting ways through storytelling or visuals or opinion and thought pieces or even like a fun and quirky or serious social media post about Wikipedia's personality and how it connects to their everyday lives. That's essentially how I would describe narrative, but I don't know if other folks have thoughts. Well as a quick follow up what, why do we care about that exactly why is why is connecting Wikipedia to people's lives important for what we're trying to accomplish as a movement. Absolutely. So, you know, I think this really goes back to the way that we're trying to build brand in the world and that can be taken from so many different angles. So it's really aligned with the work we're already doing to make sure that the foundation work and the work of our projects is known across the world. And, you know, just as communications examples for some of that we're publishing, you know, publicizing how volunteers are helping to get more people more trustworthy knowledge around the pandemic so that more people can turn to Wikipedia as a resource and understand our work better. The partnership we did with WHO back in the fall and the communications around that partnership is another example project rewrite which is you know bringing more attention to the work that volunteers are doing around the gender gap or others. And we're also working really hard with our policy team to make sure that Wikipedia is seen as influential amongst decision makers and partners so that they can work to protect free knowledge from things like censorship and privacy issues and copyright and regulation. And so strengthening the narrative is really about protecting the infrastructure of free knowledge worldwide and in the future. That's why it's critically important. Could I add Elena. Yes, this is, I think that's, these are such critical points. So it's like your, I think a lot of times we should remember as a movement that our, our reputation precedes us in a lot of conversations. And we want to make sure that that reputation is strong, that it's favorable, that it reflects our values, and that it's accurate. I think many community members have approached the foundations communications team in years past and told us about scenarios where they've approached press government, sometimes other nonprofit grant making bodies and heard concerns about Wikimedia or Wikipedia. And that's a situation where the work we do in communications is meant to be a, a lifting tide for every effort we make people think of our organization as standing for the right things, being concerned about human participation and respect to our users for example around topics that we should mentioned like privacy. So we really want to make sure that when we strengthen the world by their it's really about saying people have heard the right things about Wikimedia and Wikipedia, so that when we start conversations or start initiatives. People are already thinking the right things about us the things we want them to think about and we spend less time settling misunderstandings. Thank you. So I have another question pertaining to the, like vocabulary that we use an annual plan and helping community members decode that. What does increasing brand awareness mean so that term shows up in our objectives and I think that's a recurring objective that we have. That's a priority obviously from medium term plan. So what does it mean to increase brand awareness. And then the second part of this question is about the brand project specifically that the community express serious concerns with an even opposition to rebranding. Why is a priority around brand awareness still there. I'm ready. Yeah, let's talk about it. So when we say brand awareness, we're really talking about awareness of the Wikimedia movement and of Wikimedia projects. That's really what we're talking about. And that's different than making changes to names or logos, which would be a part of the brand project. So we want to increase global understanding of our movement. We want to increase global familiarity with our projects and global care, like positive feelings for the work we do so that you want to join our movement and be a contributor to free knowledge, possibly a donor or a funder. There's just so many ways we want to bring people into the movement and so we use brand awareness as a phrase to refer to awareness of the movement and our values and the projects that express these values. The brand project has been paused now for about one year. It was a project that sought to adjust and change some of our branding materials. And that's been paused for a year now. Our board has convened a reconsideration of that project and it's brought in community advisors from across the movement to think about how that should be shifted. And it will be shifted that I can, I can definitely say so it's been paused. The project, it's, and its outputs will be adjusted and changed based on feedback. And we're expecting that there'll be a resolution on this from our board in the second quarter of the year, which is the September, October timeframe. You know, do you want to add in on this. Yeah, thanks. I want to weigh in a bit on the first part of the exact answer on brand awareness and how we're conducting that measurement. So, since last year about this time last year, we have started running some surveys in some markets in order to measure brand awareness and start to explain it. This includes both added awareness in some markets. And the reason behind this is that historically we have not conducted a comprehensive study, which can produce a comparable benchmark. What this means is that previously we couldn't make an informed comparative analysis as to why certain things are happening and how they relate to one another. So, enter the brand awareness measurement project, which currently we are in the process of evolving, involving the way we measure awareness by expanding the parameters beyond awareness only as awareness itself is just one parameter. So we're moving directly into perception of values. Our hypothesis here is that the more we can connect our values and mission to our audiences in these countries, the deeper involvement and advocacy would be. But obviously first before we even get there, we need to track this parameters, what are the current pulses and perceptions, what do people already know about us, how does it resonate with them and so forth. So we are committed to sustainably track this over the next year of few years to create a much better pictures and we're starting this work this quarter. Thanks as a follow up to that. Do you already, Nino have particular markets that you're focusing on as the initial markets for understanding awareness of values of Wikimedia. Yes, yes, we do. So currently we have several focus markets across all regions of the world. In Africa, we are focusing in Nigeria, South Africa, and Egypt. Obviously, we can argue here whether the region groupings here but we'll take that offline as opposed. In Asia, India, Indonesia, Philippines and South Korea. In Europe and of America, Russia, Germany, in the States, in Latin America, Brazil and Mexico. Can you share a little about how those were selected I'm personally curious. Yeah, of course. So this relates to how we approach Mark focus markets right in general, when we approach new countries to focus on me primarily refer to our 2020 global market research which the marketing team conducted last year. Research looked to understand the brand's relation with the world today. And by looking at the makeup of our global readership, the readership sizes, and that many countries extent, and how that relationship might look like in the near or midterm future. The research give us the research that was done gives us obviously a much more important picture and it was done important to note that it was done from a more purely numbers point of view. This brought in some of these challenges to the table, such as there is a certain bias in the end towards countries that has a much larger population and that tend to skew things, the order of things. So this is where we then mix the data that we have with other external data sets, such as community data points of the number of articles or edits languages readiness to editors, community size, etc. This then gives us a more a much more considerate global picture. We also realized that, of course, numbers alone cannot make some of these decisions here. We have other collect software consideration, such as diversity, equality and positivity factors. This is why our focus this coming year in this area is to enrich our data with such data points to ensure that it is as complete as possible. Only then can we be as important as possible. I hope that answers the question. Totally answers it fascinating. Thank you. Great. I want to take another question from the YouTube chat, which is about readership. Can you share about knowledge as a service and what the foundation does in terms of increasing site utility for readers. I'm going to hazard a guest, the communications department may not be best place to answer this there is a lot of work done through other departments and maybe we need to take this question away and come back to you on our top page, unless any of my colleagues can speak to it but I think this is sort of beyond our another term I learned at the foundation wheelhouse. I was going to agree with you, Mayor, but I did, you know, at least want to do in reference to product a plug that the communications department is going to be working very closely with product this year and you may have already seen from some of the great stories that came out on on our desktop refresh and when that essentially becomes official which is all about of course product and platform evolution. We are going to be using our communications have to make sure that people around the world understand that Wikipedia is being refreshed in order to essentially go with the evolution that we've seen and heard again. From both our movement community and from some of the research that Nino's team and marketing has surfaced about, you know, what Wikipedia should look like next. If I may quickly just to add into that 100% correct, Anusha, we in the marketing team, surely in terms of data and market insights for different countries that we have, we are working very closely with the product teams on finding out what is the next possible you can feel and to the question I think directly increase the site utility. Thank you. Another question from the YouTube chat. Sometimes the foundation mentions the sustainable development goals and their importance. The question is, are you using those goals internally in kind of a systematic way at all or has it been more of an ad hoc approach so far. I would say so. First of all, the first Wikipedia that I ever attended in Stockholm, you know, the SDGs played a starring role because of course the theme centered on the SDGs. I think that what we're doing on the communications front when it comes to those is really trying to make the connection with one free knowledge and human rights and free knowledge as a human right in particular, and also connect what the foundation essentially has identified as goals that people worldwide care about. Some of them we have more overlap than others of course all of the work that volunteers in particular are doing with gender equity. Those are things that we're trying to highlight and showcase and send out into the world. Similarly, you know, internally, we have taken a big look at climate change and how our own practices and sustainability, either helping or harming worldwide efforts around climate change and I know that there is also a recent partnership we did directly with UN human rights that in particular highlighted climate change as a priority for the foundation, again in partnership with an outside entity, I really think that the, and I could be editorializing here a little bit so fair with me but I really think that our connection with the SDGs is going to be increasingly more important as we connect with civil society groups as we connect with other UN groups as partners, and basically making the connection that the SDGs are all the more successful when people know about them. And so I think that there's tremendous overlap with our social good work and the potential we have for sort of underlining that through communications campaigns and larger awareness campaigns. Thanks. I have a question that touches on communications campaigns, generally, and this idea of elevating community spokespeople which you touched on in your last answer in Dusha. How does communications balance elevating community spokespeople and community achievements with using foundation spokespeople. Are there kind of internal ideas or guidelines that you use to strike that balance. Absolutely. So, it does depend on the issue. But as folks, I'm sure can see from our 20th birthday work. We were very focused on including community voices and our articles, and particularly on work, like closing the gender gap that we know is really directly being led by incredible community groups. And that stands out as an article in Glamour. I'll drop the link in after I finish speaking where, you know, for different community members were essentially profiles for the work that they were doing in that area. We also did that for our recent work in the MENA region. And also, if we get a question about how content is built or governed, often we're going to pull in a volunteer to answer those questions. Of course, as long as it's a friendly inquiry, because, you know, we do want to protect our volunteers from sort of press that we can on the sort of negative end, we also are really working hard to balance protecting the privacy of our volunteers and their time. And of course, getting their full buy and first before proceeding with any of those types of connections. But overall, you know, our priority from the perspective of the comms team and I'm sure the whole department is really pushing forward movement voices on movement led projects. And so we do that as far as we can. Thanks. I have a question also related to that about equity around the type of movement voices that get amplified on foundation channels. What is the foundation doing to help improve and engage with smaller wiki communities that may not speak English that don't typically get featured on foundation social media or on the foundation blog. If we're going to be elevating people in an equitable way. Seems like there's improvement room for improvement in that realm. What are we going to do under this annual plan. Yeah, I was going to say probably, yeah, I was just going to again highlight that that's why, you know, the regional officers are a huge priority for us but I'll pass to mayor to say more and more deeply answer that question. I think that question really surfaces a real big issue for a global movement like ours. Traditionally, most of the work we do is in English conversations are like that are like this are in English which means if you speak English then you're more likely to get featured in things etc because people in the foundation know you. And we want to move to a place where you know the foundation has multi lingual multicultural communications. So for those who don't understand those three, if you want to come talk to us in Hindi, we should be able to talk to you in Hindi. If you want to discuss something in Punjabi or bring to us a problem in order to we should have that capability. And that's what Anusha was talking about previously in the department we want to build. You know, a kind of a global team that speaks different languages is based in different parts of the world understands the context that we comedians are working in and you know they understand the wiki way of approaching and highlighting issues etc so that's you know we want to be closer to our movement in that way and you know whether it's in movement comms or in the comms team or other parts of the brand team etc that's what we're aiming for. So, and I kind of circle back to the actual question so and you know by doing that, we will be then able to engage with kind of smaller communities profile their work because we'll have a better understanding because we'll speak those languages understand those issues. And be able to amplify and promote the incredible work that is already happening. So we need to catch up. Thank you. Okay, great. I want to turn actually back to marketing as a topic quickly. And, you know, I think you, you partially answered this question already but I think that there's more in there to answer questions just generally, what kind of marketing does the foundation do and why is marketing important for a social movement. And I know that you already talked about like understanding levels of brand awareness and our target markets and specifically understanding the levels of awareness around we can use values. But I think there's more that you could probably say about, like, why marketing, how does it serve the movement. Where do I start. Yeah, great question and I'm glad you asked for the thanks for the opportunity to explain a bit more. So marketing here is definitely not a comparable function as you would have it in most, if not all other workplaces or companies. The way we approach marketing here is to use the function to better understand the communities within the countries that we are serving globally. We use data, both qualitative and quantitative to deepen our understanding of the different values, which countries have and use that to also understand the gaps of knowledge that exists between them and why. With each additional data point, we can then paint a better picture of where we can deliver impact more sufficiently impact will be different from country to country as from community to community. In this sense, marketing is an outreach tool for us to better serve our mission, tell people what we are doing, get a message just to people who don't know us, and get people excited about our work. I'll stop there, I think. I'm going to add a little bit here to just to play off of some of what Nina was saying. You know, we're really in an environment where any purveyor of knowledge or information is coming under scrutiny because of the problems with trust that we are having right now. And really helping us to gauge essentially where those trust problems lie, and also in what communities they lie. So like, you know, part of, of course, the work that all of us are doing as a movement is really to elevate equity and make sure that people that are unrepresented across our projects can actually be part of them and engage with them and we can welcome them in and invite them in. And so we need to determine essentially the gaps that we are seeing in different regions when it comes to women, when it comes to people from the LGBTQ plus community, when it comes to people of color and black people. These, these are questions that we need to essentially answer with the right tools. And that's what marketing is allowing us to do. In order to fill the gaps, we need to essentially see exactly what those gaps are and determine where we're missing people. And so, again, marketing is helping with that really important function. Also, that essentially then helps us as the communications team. See how we want to structure our campaigns, the audiences that we need to engage in particular regions, ones that know about us, ones that know that Wikipedia is run by a nonprofit. There's a lot of people that don't know that. So these are the questions that we're sort of answering together in order to develop smarter communications campaigns and smarter communications strategy. So, yeah, I think I think it's it's brought a lot basically to the department and the work that we're doing. Thank you. I'm going to take another question from the YouTube chat. What is the best place for affiliates to collaborate with the foundation on social media campaigns that they want to launch. You said a page on meta and email or other place. Where's the best place to connect and collaborate on social media campaigns. I think I can take this, this question. We don't currently have a set of best practices for the current campus or future campaigns that will be running. But I think this is something that moving forward and marketing and my years in communication could find framework. My which like to say, maybe couple of things on this. I just had a clarifying point though Elena, are you talking about specifically social media, like organic social media, I'm not sure. Or you're talking about larger campaigns that are connected to say some of the awareness campaigns that Nino and Zach we're talking about earlier just just want to clarify. I think that it's campaigns that affiliates would be looking to run in their local context to promote the work that they're doing on social media. My guess and if this is not correct please please correct me in the YouTube chat but my guess is kind of like how do we get as an affiliate, how do we get the foundation to amplify our voices on on their channels. So for organic, in particular, we do have a form that you can fill out that essentially will tell us you know what the opportunities about the audiences that you're trying to reach and exactly essentially what the ask is for the communications team. I don't have that link right on me right now but again I will drop it in the chat as soon as I get a chance to. The other way that they can of course reach out is if they tag wikimedia on any of our social media channels are digital team will actually see that and they will either reach out for more information or they'll amplify it right away by retweeting or sharing on Facebook even thanks. Do you know off the top of your head if the form is something that submitted via email, or is it something that lives on that wiki. It's actually it's a Google form. Okay, great. Yeah, if you find that and drop the link then we'll share that as well. I know we also have some kind of hot processes for this it's not uncommon that I will get emails directly from community members and like hey we want to run this can you pass it on and of course any one of us from the communications team is happy to pass that along but to Nino's point I think an important body of work in the coming years will be systematizing this a little bit more and figuring out how we can more effectively amplify people's voices in different corners of the movement that's a big goal of the communications team. Okay, great. Next question from the YouTube chat is there an organizational diagram for the communications department. That's a really good question. And my answer is, I don't know. In fact, I feel like I just actually made a request to update our staff page on our website. So, I'm not sure if there's like an updated organizational chart at the moment. Take part of this new show. So the single place where the foundation attempts to keep attempts to keep like all staff and kind of who's we're doing what up today is on our website. It is here. It gets updated once a month. So, hence the attempt. And so often it'll be a month out of date sometimes it can be a little bit longer if someone's left and their manager didn't notify the right people, etc, etc. There are many things that can go wrong in an organization the size. But this is the so I've put in the chat sorry, and it can be shared on YouTube is the single place where the foundation does try and keep up today. And that's where in which department, but with the caveat that it will sometimes be out of date because it only gets updated once a month. People can be missed or sometimes people get moved teams might be moved here or there and then that can be missed, etc. So, yes, we need to do better is actually my answer is making me think. Related to the organization of the department, there have been a number of questions recently about what it'll mean for the communications department that the chief creative officer has left. As the four people right now who are in charge of the department and will be, you know, really spearheading this year's annual plan. What, what does that mean for you all. And what do you anticipate it'll mean for the work ahead this year. I would just start by saying that we have a really strong annual plan in place with core objectives that you've heard us describe. Obviously over the course of this call so I think that we are extremely well positioned to basically carry out what we set out to do. We have an expanding team in communications obviously you heard about our new internal communications folks and of course, the regional staff that we're adding and movement communications we're also adding people with knowledge of different media markets. One of the staff members that recently joined us is based in South Africa. One of the staff member that will be joining us shortly fingers crossed is based in India. So, the fact is that even as there was definitely a bit of a transition on the communications team. We're strengthening other muscles this year as we seek to carry out those goals that we set for ourselves in the annual plant. All right, well that pretty much brings us to the top of the hour. Thank you for for joining us. And thanks everybody who has tuned in all the questions in the YouTube chat we really appreciate that. No we've shared a number of links here in chat that have made it to you in YouTube. This conversation obviously it's been recorded it's going to be posted on the meta page the annual plan meta page. So please share it. And yes, I think we got to all of the questions today but if there's any follow up. We will be watching the annual plan talk page I know the banner right now says that we stopped actively watching on Friday but we're going to be actively watching throughout the rest of the week in case there any follow up clarification questions coming as a result of this conversation. Thank you so much everybody for bringing your energy and excitement and curiosity to this conversation, and we'll see you all soon.