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Introducing Web & Introducing Web & Communications Management Communications Management & Governance to the Energy & Governance to the Energy Information AdministrationInformation AdministrationMay 13, 2009
Gina PearsonGina PearsonDirectorDirector
National Energy Information CenterNational Energy Information Center
2Energy Information Administration | www.eia.doe.gov
Introducing the Energy Information Administration (EIA)
Why EIA needs web and communications management and governance?
Progress made since 2006– Restructuring of the National Energy Information
Center– Implementing user-centered, research-based web
design– Developing an overall Agency web strategy
What’s in store for the future?
Today’s PresentationToday’s Presentation
3Energy Information Administration | www.eia.doe.gov
Energy Information Administration: Energy Information Administration: Mission, Program & ResourcesMission, Program & Resources
Mission Provide high-quality energy information
to meet the requirements of the Congress, the Federal Government, markets, and the public in a manner that promotes sound policymaking, efficient markets, and public understanding.
Resources $110.6 Million in FY 2009 375 employees
National Energy Information Center– 23 employees – 18 Federal & 5
contractors– $825,000 budget – FY 2009
Program Collect, compile and publish reliable
energy data, information and analyses. In FY 2009, EIA will operate 65 surveys
and data forms:• Petroleum (27)• Natural gas (7)• Ethanol (2)• Oil and natural gas reserves
and production (5)• Electric power (7)• Uranium (3)• Coal (3)• Renewable and alternate fuels
(5)• End-use consumption (3)• Greenhouse gases (2)• Finance (1)
4Energy Information Administration | www.eia.doe.gov
A wide range of data, analyses and projections
Weekly Reports - This Week in Petroleum ♦ Weekly Petroleum Status Report ♦ Natural Gas Weekly Update ♦ Weekly Natural Gas Storage Report ♦ Weekly Coal Production Report ♦ Coal News and Markets
Monthly Reports - Short-Term Energy Outlook ♦ Natural Gas Monthly ♦ Electric Power Monthly ♦ Petroleum Supply Monthly ♦ Monthly Energy Review
Annual Reports - Annual Energy Outlook 2009 with Projections to 2030 ♦ International Energy Outlook ♦ Annual Energy Review ♦ Natural Gas Annual ♦ Electric Power Annual ♦ Petroleum Supply Annual ♦ Petroleum Marketing Annual ♦ Annual Coal Report ♦ Emissions of Greenhouse Gases in the U.S.
Special Reports - A Primer on Gasoline Prices ♦ State Electricity Profiles ♦ Residential Natural Gas Price Information for Consumers ♦ Country Analysis Briefs ♦ Energy in Briefs ♦ Analysis of Oil and Gas Production in the Arctic National Wildlife Refuge ♦ Energy Market and Economic Impacts of S.2191, the Lieberman-Warner Climate Security Act of 2007
EIA’s Core ProgramEIA’s Core Program
5Energy Information Administration | www.eia.doe.gov
When energy issues are front and center, America looks to the Department of Energy to interpret the current energy market situation.
EIA is the main U.S. government entity involved in current energy markets and issues.
In many settings, such as the situation following the 2005 and 2008 hurricanes, the MTBE/ethanol transition in the spring of 2006, and the oil price increases in late 2007-mid 2008, both the Congress and the Administration directly rely on and benefit from EIA’s role as a trusted source of policy-neutral energy information and analysis.
EIA’s Role in Current Energy Markets & IssuesEIA’s Role in Current Energy Markets & Issues
6Energy Information Administration | www.eia.doe.gov
10:30 am EIA data released
EIA Impacts Energy MarketsEIA Impacts Energy Markets
EIA’s release of its Oil Inventory Data has immediate impact on the oil markets
Data reflect NYMEX Light, Sweet Crude Oil (WTI) Near-Month Futures Contract January 16, 2008; Source: Bloomberg Finance LP (2/13/08)
7Energy Information Administration | www.eia.doe.gov
10:30 am EIA data released10:30 am EIA data released
EIA Impacts Energy MarketsEIA Impacts Energy Markets
EIA’s release of its Natural Gas Storage Data has immediate impact on natural gas markets
Data reflect NYMEX Henry Hub Natural Gas Futures Contract Price for April 2009 Delivery, March 26, 2009; Source: Bloomberg Finance LP (3/30/09)
8Energy Information Administration | www.eia.doe.gov
EIA - “EIA - “Small But MightySmall But Mighty””
The Energy Ant
Mascot of EIA’s Kids Energy Website
9Energy Information Administration | www.eia.doe.gov
ADMINISTRATORVACANT
DEPUTY ADMINISTRATORHoward Gruenspecht, 202 586-6351 Office of Resource
ManagementDirector
Stephen Durbin
Office of Information Technology
DirectorWilliam Underwood
Natural Gas Division
Office of Oil and GasDirector
Steve Harvey 202 586-5986
Energy Consumption Division
Office of Coal, Nuclear, Electric and Alternate
FuelsDirector
Scott Sitzer202 287-1990
Office of Energy Markets and End Use
Director Margot Anderson
202 586-2589
Office of Integrated Analysis and Forecasting
DirectorJohn Conti
202 586-4430
National Energy Information Center
DirectorGina Pearson
Statistics and Methods GroupDirector
Stephanie Brown
Collection and Dissemination
Division
Petroleum Division
Electric Power Division
Coal, Nuclear and Renewable Fuels
Systems Support Division
Energy Markets and Contingency
Information Division
Integrated Energy Statistics Division
Demand and Integration Division
Coal and Electric Power Division
Oil and Gas Division
International Economic and
Greenhouse Gas
Reserves and Production Division
EIA’s OrganizationEIA’s Organization
10Energy Information Administration | www.eia.doe.gov
Role of the National Energy Information Role of the National Energy Information Center (NEIC)Center (NEIC)
Media relations Customer contact center Customer / market research and
analysis Communications, marketing and
outreach (including print publications)
Some internal (employee) communication
Graphic design and production Content operations and oversight
for the Agency’s public website 23 employees – 18 Federal & 5 contractors
$825,000 budget – FY 2009
11Energy Information Administration | www.eia.doe.gov
30.4 million visitor sessions to the site, from January – December 2008
2.5 million visits per month, on average
Approximately 500K files of all types
1,300 publications and products, 47 email subscription lists, and seven RSS feeds
279,000 total subscriptions to EIA’s email updates
Current State of the EIA WebCurrent State of the EIA Web
12Energy Information Administration | www.eia.doe.gov
90% of customers satisfied or very satisfied
71% said they found what they were looking for
Google rankings indicate very high performance on relevant key topics, such as “energy prices” and “greenhouse gases”
Top three words customers used to describe EIA are “informative,” “objective,” and “expert”
Current State of the EIA WebCurrent State of the EIA Web
13Energy Information Administration | www.eia.doe.gov
Current State of the EIA WebCurrent State of the EIA Web
www.eia.doe.gov circa 2008
14Energy Information Administration | www.eia.doe.gov
Current State of the EIA WebCurrent State of the EIA Web
www.eia.doe.gov has been severely limited by a lack of: Standards & consistency
Print and paper-based modes of presentation
Interpretive content that fosters knowledge, understanding and insight
Cross-cutting web products and content; standard product lines
An overall unified, corporate approach The Many Faces of the EIA Website
15Energy Information Administration | www.eia.doe.gov
Current State of the EIA WebCurrent State of the EIA Web
The many faces and voices of EIA: A digital manifestation of the Agency’s organizational structureA product of the duplicative web operations and product teams throughout Agency70 employees authorized to post directly to the website
16Energy Information Administration | www.eia.doe.gov
Current State of the EIA WebCurrent State of the EIA Web
User experience - like “drinking from a “fire hose”Homepage did a poor job in highlighting announcements, hot topics, special features, and other new and timely information, and in serving as a portal into different dimensions of available information These shortcomings may be
limiting the agency’s potential to achieve its
mission to promote sound policymaking, efficient
markets, and public understanding.
Too many basic inquiries from customers; website did not adequately facilitate self-serviceContent too often reflects an insider, industry or expert perspective
The many faces and voices of EIA:
17Energy Information Administration | www.eia.doe.gov
Phased Evolution of NEIC: 2006 to PresentPhased Evolution of NEIC: 2006 to Present
18Energy Information Administration | www.eia.doe.gov
Web Services Division Led by a Division Director Includes:
– Web Project Manager (3)
– Multimedia Specialist
– Web Application Developer / User Interface Designer (2)
– Web Analytics (function)
– Web Accessibility (function)
Communications & Outreach Services DivisionTo be led by a Division DirectorIncludes:
– Customer Contact Center– Web Content Manager (3)– Web Editor in Chief
(function)– User Experience Advocate– Media Relations Lead
Phased Evolution of NEIC: 2006 to PresentPhased Evolution of NEIC: 2006 to Present
19Energy Information Administration | www.eia.doe.gov
Improving www.eia.doe.gov Through User-Centered Design
Research-based – Decisions about www.eia.doe.gov (architecture, navigation, terminology, graphical interface, etc.) will be based on data, not opinions
Defining a “user experience” vision for the EIA website Conducting interviews with EIA staff and external
customers Analyzing contact center call logs and emails Conducing web traffic and search log analysis Implementing annual and product-specific customer
satisfaction surveys Conducting formal audience analysis and persona
development Performing card sort testing and analysis Conducting one-on-one usability testing
User-centered – www.eia.doe.gov will be based on users’ needs and wants, developed with continuous user input, and tested with users
User-Centered, Research-Based Activities:
20Energy Information Administration | www.eia.doe.gov
“EIA’s public website is tailored specifically to meet the core needs of the agency's most important customers, with users relying on the site to provide knowledge, understanding and insight on important energy topics and issues. The site delivers just the information customers need, when they need it, in the right amount, and through the appropriate communication channel. It serves the needs of both novice and expert users equally well. Users also find the content, presentation, format and structure of EIA’s web products to be consistently high quality and easy to use. The site allows users to easily locate all products that are available across multiple dimensions, including topic, type of document or product, time, geography, and other key variables or facets that are found to be important to them. And users regularly benefit from the agency’s pro-active efforts to enrich site content and expand reach through the strategic use of new technologies and communications tools.”
User Experience Vision
Adopted by the “EIA & the Internet” Strategic Planning Study Group
October 2006
Improving www.eia.doe.gov Through User-Centered Design
21Energy Information Administration | www.eia.doe.gov
Each EIA “user persona’ represents one of our major customer groups
Improving www.eia.doe.gov Through User-Centered Design
22Energy Information Administration | www.eia.doe.gov
Progress Made Since 2006Progress Made Since 2006
New Content & Sections Frequently Asked Questions Careers Site Home Page Redesign Press Room Redesigned “About Us” section “Energy in Brief” series
– Explains important energy topics in plain language
– 2,500 visitors per day – one of EIA’s top 20 products
– 6,000 email subscribers – EIA’s fastest-growing list
23Energy Information Administration | www.eia.doe.gov
What’s In Store for the Future?What’s In Store for the Future?
Planned Improvements & Enhancements
Re-architecting of site and implementation of global navigation
Technical infrastructure upgrade and consolidation
Launch of “Energy Explained”
Agency-Wide Web Strategy Featuring a large focus on
management and governance issues and structures
May recommend:– Consolidated / centrally
managed web contracting– New roles & responsibilities –
“Product Development Directors” in each program office
– Improved content management and oversight
– Formation of a high-level web governing body
Wish List Strategy for both
multimedia & social media Data integration
24Energy Information Administration | www.eia.doe.gov
25Energy Information Administration | www.eia.doe.gov
Energy Explained
EIA’s best energy education content in one place.
Usability research helps us deliver a great user experience.
User rating and commenting facilitates continuous improvement.
Viral marketing tools are built in to get the word out.
Pages direct visitors to related content from EIA and other DOE and federal agencies.