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

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 Paper no TitleAuthor 23Ways to motivate respondents through communication of the value of official statistics Sweden 24How to communicate the value of official statistics?France 25Communicating Innovation in NSIsItaly 33The use of modern communication tools for promoting the value of European statistics Eurostat 34How our brand house helps us choose communication tools, and how open data fits in Netherlands 35The efforts of TurkStat on communicating the value of official statistics Turkey http://www.unece.org/stats/documents/2014.04.ces.html

4. Presentation of key points Goals Target groups Strategy Results

5. 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 groups Strategy Results

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

7. Strategy 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 Goals Target groups Strategy Results

8. Strategy 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. Goals Target groups Strategy Results

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 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 Goals Target groups Strategy Results

11. 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 groups Strategy Results

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

13. Comments by authors

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

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

16. 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

17. 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?

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