CES seminar, 9th of April, 2014
Session 2:
”Strategies for communicating
the value of official statistics”
Christine Uhrlander, Marketing Manager
Statistics Sweden
Introduction
- What are the goals we want to achieve by
communicating the value of official statistics?
- With whom do we need to communicate?
- What is our strategy to achieve the goals?
- What results have we seen?
Papers in the session
Paper
no
Title
Author
23
Ways to motivate respondents through
communication of the value of official statistics
Sweden
24
How to communicate the value of official statistics? France
25
Communicating Innovation in NSIs
Italy
33
The use of modern communication tools for
promoting the value of European statistics
Eurostat
34
How our brand house helps us choose
communication tools, and how open data fits in
Netherlands
35
The efforts of TurkStat on communicating the value Turkey
of official statistics
http://www.unece.org/stats/documents/2014.04.ces.html
Presentation of key points
Goals
Target groups
Strategy
Results
Goals
•
•
•
•
Goals
Target groups
Strategy
Results
Secure trust
Improve response rates
Meet new information needs
Make users and potential users aware of our
products
• To be the first source of information for European
statistics (Eurostat)
Target groups
• All users of statistics
• The media, the local and central authorities and
the general public
• Respondents
Goals
Target groups
Strategy
Results
Strategy
France
• Must fit in to the overall communication strategy
• Proximity, pedagogy, proof
• V=S*M*A*R*T*L
Italy
• An integrated approach based on
• extensive use of new media
• service oriented websites and other online
information applications
Goals
Target groups
Strategy
Results
Strategy
Goals
Target groups
Strategy
Results
Eurostat
• Cooperate with important and well-known organisations
• Change the dissemination chain to ease access to data
• Do not wait for users to find you - be present where
they are
Netherlands
• Applying the brand house and its five core values
(authoritative, reliable, up-to-date, accessible, and
relevant) and formulating how the values are applied
for each target group.
4. How our brand house helps us choose
communication tools, and how open data fits in
(Netherlands)
Figure 1.
The brand house of Statistics Netherlands
Strategy
Goals
Target groups
Strategy
Results
Turkey
• Enhance reliability: build trust and spread knowledge of
official statistics and TurkStat among users and
respondents
• Enhance usability: create more user centered access to
official statistics, e.g. better access to microdata, more
user friendly website, more regional statistics
Sweden
• Make the explanation of the statistical system and the
role of official statistics in society a regular part of the
communication with all respondents
Results
•
•
•
•
•
•
•
•
•
Improved website
Databases, open data, bulk download facility
Custom made products
Activity in social media
New collaborations: education networks,
cooperation projects and user groups
Web based tools, visualisation tools, apps
Conferences, seminars
Testimonies from users
Local and regional statistics
Goals
Target groups
Strategy
Results
Results
• Knowledge mobilisation through internal
cooperation (SWE)
• Positive feedback from users (TUR)
• Increase in numbers of mentions and visitors
per month (Eurostat)
Goals
Target groups
Strategy
Results
Comments by
authors
Voting pad question
Do you hire external consultants for your
strategic work to communicate the value
of official statistics?
(yes/no)
Voting pad question
Do you have apps as an integrated part
of your strategy to communicate the
value of statistics?
(yes/no)
Voting pad question
Have you seen the effects of your work
to communicate the value of official
statistics in the form of increased use of
statistics?
(significant effect/ certain effect/ slight effect/ no effect)
Questions for discussion
- What are the goals you want to achieve by
communicating the value of official statistics?
- With whom do you communicate? Key target groups?
Has this changed over time?
- What is your strategy to achieve the goals? What is the
key element in the strategy?
- What results have you seen? And what do you expect
from the future?
- Which calls for action are necessary in the
international cooperation?
Thank you!
[email protected]
www.scb.se