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DIFFERENT STROKES FOR DIFFERENT FOLKS DIGICOM approach to statistics users
Karin Hansson, Statistics Sweden
Maja Islam, Eurostat
WP2 Innovative
and shareable products
WP3
Open data dissemination
WP1
User Analysis
WP4
Communication
and promotion
DIFFERENT STROKES FOR DIFFERENT FOLKS DIGICOM approach to statistics users
ESS AND THE STATISTICS
USERS – A BIRD’S EYE VIEW
Part 1
The inventory
Conducted in March 2016
30 of 32 NSIs replied
One of the first steps of the DIGICOM project
(2016-2019)
Purpose
Identify shareable ESS practices in user analytics,
innovative products, open data and communication
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 2013-2014
From 2015 or later
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
Next steps: Find out more about …
Fast and young multipliers
“Promoter index methodology”
“Specialist qualification in product development”
“Suggestions and complaints system”
29 YES
1 NO
Web analysis
Good practices
Complement with other
sources
Next steps
Share experiences
Explore other tools
Define goals
Define campaigns
Monitor site reputation 28 YES
2 NO
13 Google Analytics
Statistical literacy –
activities and products
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?”
23 YES
7 NO
Products
27 YES
3 NO
Activities
User interaction via
social media Good practices
Targeted promotion
Short response time
Proactive content planning
Asking for feedback
Live tweet
Next steps: Consider …
Youtube, Slideshare, Instagram
Presence 24/7
Handling negative comments
Different approaches
Paid promotion
Automatic publishing
25 YES
5 NO
25 Twitter 18 Facebook
Open data dissemination
Good practices
Comprehensive corporate data warehouse
RDF data created in the dissemination phase
EU Open Cube project
Open Government Data portal
Next steps
Proofs of concept to show value of Linked Open Data
Standards, e.g. agreed ontologies and Uniform Resource Identifier (URI) structures
24 YES
6 NO
User needs assessment
and user profiling Good practices
Direct feedback
Usability testing
Monitoring comms & social media
Personas
Next steps
Explore AU & DK personas: tourist, harvester / farmer, miner
Find out more from NSIs
22 YES
8 NO
Communication strategy
Good practices
DE: Simplicity, broad
coverage & clarity of
presentation
EE: Completeness and
broad coverage
Next steps
From dissemination to
communication
20 YES
10 NO
Consumer relationship
management (CRM)
Good practices
All statistics
requests recorded
System support for
analyses
Next steps
Get more reliable
info from NSIs
17 YES
13 NO
Outreach practices
Good practices
Contests: Hackathons, re-
use census data, big data
Workshop for data
journalists
Next steps
Hackathon or other
contest for ESS? 16 YES
13 NO
USERS AT THE FOREFRONT
Part 2
DIGICOM - Users at the forefront
WP2 Innovative
and shareable products
WP3
Open data dissemination
WP1
User Analysis
WP4
Communication
and promotion
DIGICOM - Users at the forefront
WP4
Communication
and promotion
DIGICOM - Users at the forefront Information on users enables us to…
…identify their needs
…design tailored products and services
…target user groups in dissemination
DIGICOM - Users at the forefront
Grouped functions Description Individual function
Direct feedback Usually face-to-face feedback from users at a
pre-arranged event
Focus groups
Meetings
Advisory boards
Feedback at conferences
Consultations
User forums
Surveys Asking users questions and analysing
responses
Surveys
Questionnaires
Web feedback Analysing how users use the website (also
includes web based feedback via
forms/buttons)
Web forms
Analysis of search terms
Analysis of web metrics/traffic
Monitoring
communications
Recording and analysing requests and contact
from users
Contact centres
Phone calls
E-mail/mail/fax feedback
Monitoring social media Recording and analysing comments and
contact from users via social media
Monitoring social media
User research/testing Testing, piloting, trialling products with users
and analysing feedback/findings
Usability lab
User research
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
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
DIGICOM - Users at the forefront
DIGICOM - Users at the forefront
DIGICOM - Users at the forefront
User survey
User engagement
via social networks
User profiling
An iterative process
For more information on DIGICOM contact us at
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DIGICOM News
http://ec.europa.eu/eurostat/web/ess/digicom