Session 2: ”Strategies for communicating the value of official statistics”

1. CES seminar, 9th of April, 2014 Session 2: ”Strategies for communicating the value of official statistics” Christine Uhrlander, Marketing Manager StatisticsSweden

2. 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?

3. Papers in the session http://www.unece.org/stats/documents/2014.04.ces.html

4. Presentation of key points Goals Target groups Strategy Results

5. 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)

6. Target groups • Goals • Target groups • Strategy • Results • All users of statistics • The media, the local and central authorities and the general public • Respondents

7. Strategy • Goals • Target groups • Strategy • Results 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

8. 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.

9. 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

10. 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

11. Results • Goals • Target groups • Strategy • 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

12. Results • Goals • Target groups • Strategy • Results • Knowledge mobilisation through internal cooperation (SWE) • Positive feedback from users (TUR) • Increase in numbers of mentions and visitors per month (Eurostat)

13. Comments by authors

14. Voting pad question Do you hire external consultants for your strategic work to communicate the value of official statistics? (yes/no)

15. Voting pad question Do you have apps as an integrated part of your strategy to communicate the value of statistics? (yes/no)

16. 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)

17. Questions for discussion • What are the goalsyou 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?

18. Thank you! christine.uhrlander@scb.se www.scb.se