DIFFERENT STROKES FOR DIFFERENT FOLKS DIGICOM approach to statistics users

Transcription

1 DIFFERENT STROKES FOR DIFFERENT FOLKS DIGICOM approach to statistics users Karin Hansson, Statistics Sweden Maja Islam, Eurostat statistiska_centralbyran_scb

2 DIFFERENT STROKES FOR DIFFERENT FOLKS DIGICOM approach to statistics users WP1 User Analysis WP3 Open data dissemination WP2 Innovative and shareable products WP4 Communication and promotion

3 Part 1 ESS AND THE STATISTICS USERS A BIRD S EYE VIEW

4 The inventory Conducted in March of 32 NSIs replied One of the first steps of the DIGICOM project ( )

5 Purpose Identify shareable ESS practices in user analytics, innovative products, open data and communication

6 The questions Does your office have experience in this field? How does it function in your office? Do you use internal or external resources? Since when? Before 2013 From From 2015 or later

7 User satisfaction Good practices Involving different user groups Ask in user specific ways Make an action plan Act on the results of user surveys Make improvements public 1 NO 29 YES Next steps: Find out more about Fast and young multipliers Promoter index methodology Specialist qualification in product development Suggestions and complaints system

8 Web analysis Good practices Complement with other sources 2 NO 28 YES 13 Google Analytics Next steps Share experiences Explore other tools Define goals Define campaigns Monitor site reputation

9 Statistical literacy activities and products Activities 3 NO 27 YES Products 7 NO 23 YES Good practices Blogs Online forum Short videos E-learning tools Invite MPs Next steps: Focus on schools and universities explaining What do we wish to communicate?

10 User interaction via social media Good practices Targeted promotion Short response time Proactive content planning Asking for feedback Live tweet 5 NO 25 YES 25 Twitter 18 Facebook Next steps: Consider Youtube, Slideshare, Instagram Presence 24/7 Handling negative comments Different approaches Paid promotion Automatic publishing

11 Open data dissemination Good practices Comprehensive corporate data warehouse RDF data created in the dissemination phase EU Open Cube project Open Government Data portal 6 NO 24 YES Next steps Proofs of concept to show value of Linked Open Data Standards, e.g. agreed ontologies and Uniform Resource Identifier (URI) structures

12 User needs assessment and user profiling Good practices Direct feedback Usability testing Monitoring comms & social media Personas 8 NO 22 YES Next steps Explore AU & DK personas: tourist, harvester / farmer, miner Find out more from NSIs

13 Communication strategy Good practices DE: Simplicity, broad coverage & clarity of presentation EE: Completeness and broad coverage 10 NO 20 YES Next steps From dissemination to communication

14 Consumer relationship management (CRM) Good practices All statistics requests recorded System support for analyses 13 NO 17 YES Next steps Get more reliable info from NSIs

15 Outreach practices Good practices Contests: Hackathons, reuse census data, big data Workshop for data journalists 13 NO 16 YES Next steps Hackathon or other contest for ESS?

16 Part 2 USERS AT THE FOREFRONT

17 DIGICOM - Users at the forefront WP1 User Analysis WP3 Open data dissemination WP2 Innovative and shareable products WP4 Communication and promotion

18 DIGICOM - Users at the forefront WP4 Communication and promotion

19 DIGICOM - Users at the forefront Information on users enables us to identify their needs design tailored products and services target user groups in dissemination

20 DIGICOM - Users at the forefront Grouped functions Description Individual function Direct feedback Surveys Web feedback Usually face-to-face feedback from users at a pre-arranged event Asking users questions and analysing responses Analysing how users use the website (also includes web based feedback via forms/buttons) Focus groups Meetings Advisory boards Feedback at conferences Consultations User forums Surveys Questionnaires Web forms Analysis of search terms Analysis of web metrics/traffic Monitoring communications Recording and analysing requests and contact from users Monitoring social media Recording and analysing comments and contact from users via social media Contact centres Phone calls /mail/fax feedback Monitoring social media User research/testing Testing, piloting, trialling products with users and analysing feedback/findings Usability lab User research

21 DIGICOM - Users at the forefront Current users research - Monitoring communication - User support requests - E-reputation - Surveys - Eurostat annual user satisfaction survey Potential users research - Survey - Focus groups - Social media engagement

22 DIGICOM - Users at the forefront User engagement via social media enables us to......reach and engage with new users...test innovative dissemination tools...keep track of user needs in real-time

23 DIGICOM - Users at the forefront

24 DIGICOM - Users at the forefront

25 DIGICOM - Users at the forefront User profiling An iterative process User engagement via social networks User survey

26 For more information on DIGICOM contact us at And subscribe to DIGICOM News

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