1. Measuring Interest Group Expectations and Trust Meeting the demands of a changing world Theme 1: Reputation and Image Analysis Presenter - Gemma van Halderen First Assistant Statistician (Division Head) Population, Education and Data Integration Division Australian Bureau of Statistics Author - Merry Branson Assistant Statistician (Branch Head) Customer Services Branch

2. ABS Mission and Trust We assist and encourage informed decision- making, research and discussion within governments and the community, by leading a high quality, objective and responsive national statistical service. Values of Integrity, Relevance, Professionalism, Access to All and Service all help to build trust.

3. Successful online communication is based on understanding how people use the web and then structuring the content and presentation of the material accordingly to meet their expectations.

4. Give me the detailed data, so that I can analyse, re-use and combine it with other data, to help me make decisions. Tell me an interesting story, so I learn something new. What’s the number! so I can quickly tell others about it. A simple view of our Interest Groups Is there a good summary? I want to learn more about a subject or geographic area.

5. Search, not navigation – I want to find things using plain English words. Trusted Websites – I want to use a website I can trust. I want to know that my personal or commercial data is secure. I really hate clutter – I don’t have enough time to look at the detail. Show me what’s important. Re-use – I want to create and integrate other content and data with minimal effort. Where can I copy/reuse it from? Facebook and Twitter – Why would I go to a website when I use social media? I need to keep up with changes in technology - I expect your services to work with my technology. Expectations of our Interest Groups

6. Web analytics across all channels Call centre feedback and media monitoring. User experience testing. Industry research. How we understand and measure? And most importantly Regular face to face discussions with our key interest groups.

7. To understand what users are viewing and how long it retains their interest. That is, what is important to them. To check if our expectations of usage reflect actual use. To ensure we understand broad industry and user trends. To make sure we put appropriate resources to meet demand. Why do we measure? And most importantly To understand how user needs and expectations are changing and how the ABS can adapt to meet future demands.

8. What are we doing to meet expectations? Changing our strategy. Focusing on one source of truth and highly secure data (content). Making as much data and metadata available as possible, both micro and aggregate data. (content) Providing flexible interfaces so users can access ABS data in different ways (delivery) and present it. (presentation) Providing valuable metadata alongside the data. Dynamically presenting content and increasing the ability of users to interact with the content. (presentation)

9. An example – Social media engagement Infographics and facts https://www.facebook.com/absstats

10. An example – Interaction and 2011 Census Spotlight 2.0 http://spotlight.abs.gov.au/ Interactive movie - dynamically interpret Census data Based on 2011 Census of Population and Housing data Create an Infographic - personalised snapshot that can be shared via social media

11. Web Services Key Economic Indicators - 33 key economic indicators including CPI, GDP and unemployment. Updated instantly when new data is available. 2011 Census Data - Data about people, families and dwellings by Postal Area or Commonwealth Electoral Division Population Clock - real time update of current population projections for Australia About ABS - Links to ABS’ social media sites, ABS website and BetaWorks An example – Mobile Technology http://www.abs.gov.au/websitedbs/D3310114.nsf/Home/Mobile ABS Mobile App

12. An example – Dynamic Content

14. By changing our strategy, we have a framework which we can use to position ourselves to meet future demand. By measuring and understanding our interest groups, and engaging them, we know what is important to them. By providing efficient, industrialised and re-usable services, we can meet the changing expectations of our interest groups whilst managing our costs. Benefits And most importantly By being consistent with our core values, we retain trust.