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Online Ambition: Future Insights for Statistics Netherlands

Explore how Statistics Netherlands adapts to online trends, engaging users and embracing open data. Learn its plans and struggles in the digital era.

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Online Ambition: Future Insights for Statistics Netherlands

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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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