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Online Ambition

Online Ambition. What to expect?. A look into the future How this translates for Statistics Netherlands Implications for the website Implications for Social Media. Users in control. User composes his own profile Interaction between organisation and user

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Online Ambition

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  1. Statistics Netherlands

  2. Online Ambition

  3. What to expect? • A look into the future • How this translates for Statistics Netherlands • Implications for the website • Implications for Social Media Statistics Netherlands

  4. Users in control • User composes his own profile • Interaction between organisation and user • From push to pull, user determines where the conversation takes place Statistics Netherlands

  5. Online: always and everywhere • The internet is accessible everywhere • No longer only the PC; every machine can access the internet • ‘appification’ Statistics Netherlands http://www.flickr.com/photos/ntr23/4538657204/

  6. From one-way communication to dialogue • Social media are important part of the web • Reaction and discussion • Sharing: ‘I like!’ Statistics Netherlands http://www.flickr.com/photos/marcwathieu/3096939148

  7. From information to inspiration • (Moving) image is norm for information acquisition • Short and powerful • Work and home life merge into each other Statistics Netherlands http://www.insitewebsitedesign.com/intersect-video-wall-sequence-from-chuck

  8. Online ambition Statistics Netherlands: Databranding en Open Data • Statistics Netherlands is findable and recognisable • Statistics Netherlands is well-known to every one • Our users know the contents of our treasure chest • Statline is automatically approachable Statistics Netherlands

  9. Statistics Netherlands is findable and recognisable • One website • All statements and channels use same corporate identity • To be found rather than searched for. Statistics Netherlands http://www.flickr.com/photos/dullhunk/3389581452

  10. Statistics Netherlands

  11. Statistics Netherlands is well-known to everyone • Being present where our users are: • Trade and Industry Association • Kennisnet • Use of social media • Use of QR codes Statistics Netherlands

  12. Our users know the contents of our treasure chest • Current affairs have a more prominent place in our online publications and releases • Interaction between user and CBS • From text to image and sound Statistics Netherlands http://www.flickr.com/photos/photolucida/21504275

  13. Movement towards open data • Automaticly access to our data, because: • signals from Minister of Economic Affairs • Weekly questions asked by users • No need for extra actions on our own website. Statistics Netherlands http://www.flickr.com/photos/loop_oh/4621885147/sizes/o/in/photostream/

  14. Open data: example 1 Statistics Netherlands

  15. Open data: example 2 Statistics Netherlands

  16. Open data: example 3 Statistics Netherlands

  17. Concept of our own website based on 4 pillars: • Our data have a central place • We provide high quality service to our professional users • We provide inspiration to our semi professional users • We aim to be a modern, up-to-date authority Statistics Netherlands

  18. Social media: why? • Increase reach and usage of outputIncrease visibility Reach new target groups Adapt output to target groups Easily attract (more) attention to output Respond to news topics • Interaction with users/target groupsAct as knowledge institute Increase customer satisfaction Employees are ambassadors • Image building Statistics Netherlands

  19. Statistics Netherlands on social media… so far • Twitter (@statistiekcbs / @statisticscbs)Articles, books, facts, answers 3,600 (NL) / 430 (EN) followers • YouTube (youtube.com/statistiekcbs)Explanations and promotion 16 movies (11 NL, 5 EN) 200 – 6,000 views • LinkedInAround 1,000 employees Group Centraal Bureau voor de Statistiek Statistics Netherlands

  20. Plans 2011-2012 • Coordinate/professionalizeOptimize use of twitter Extend use of YouTube Expand webcare • Integrate social media with cbs.nl • Interact on social networks Statistics Netherlands

  21. YouTube • Extend range of statistical movies • Film press conferences / seminars etc. • Visualize data • Spokespersons comment on publications • Open channel to all employees • Post more links to movies • Promotion: ‘On a day like today’ Statistics Netherlands

  22. Statistics Netherlands

  23. Twitter • Manual tweets only • Always use hashtags • Increase response to news topics • Expand interaction Statistics Netherlands

  24. Webcare / reputation management • Respond to inquiries/suggestions/complaints • Ideally not just on twitter • Designated contacts troughout Statistics Netherlands Statistics Netherlands

  25. Social networks • Facilitate interactionStart by responding, then on to facilitating Strengthen role as knowledge institute Increase satisfaction/involvement/reach • Media: LinkedIn, Facebook, … • More integration with cbs.nl Statistics Netherlands

  26. Learning points & struggles • Importance not always acknowledged • Fear in higher management • Long way from draft policy to actions • Organization has to be fit for purpose • Guidelines are important • Combination of media enlarges exposure • Need for webcare Statistics Netherlands

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