Session 2: ”Strategies for communicating the

value of official statistics”

Christine Uhrlander, Marketing Manager Statistics Sweden

CES seminar, 9th of April, 2014

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 sessionPaper 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 of official statistics

Turkey

http://www.unece.org/stats/documents/2014.04.ces.html

Presentation of key points Goals Target groups Strategy Results

Goals• 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)

Goals Target groupsStrategyResults

Target groups• All users of statistics

• The media, the local and central authorities and the general public

• Respondents

Goals Target groupsStrategyResults

StrategyFrance• 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 groupsStrategyResults

StrategyEurostat• 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.

Goals Target groupsStrategyResults

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

StrategyTurkey• 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

Goals Target groupsStrategyResults

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 groupsStrategyResults

Results• Knowledge mobilisation through internal

cooperation (SWE)• Positive feedback from users (TUR)• Increase in numbers of mentions and visitors

per month (Eurostat)

Goals Target groupsStrategyResults

Comments by authors

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)

Voting pad question

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!

christine.uhrlander@scb.sewww.scb.se