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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

ESTAT-ESS-VIP-DIGICOM@ec.europa.eu

And subscribe to

DIGICOM News

http://ec.europa.eu/eurostat/web/ess/digicom