Social Media at ONS John Lewis

Newport, Wales London Titchfield

The team and our channels Joanna Goodwin – Head of Social Media Lauren Bradford – Social Media manager Our social media channels: Twitter – ONS and statistician accounts Facebook LinkedIn SlideShare StatsUserNet

Personas ONS has developed personas: Enquiring Citizen Information Forager Expert Analyst On the next few slides I’ll provide some more detail about these user personas Do you think there are any similarities to the Australian and Danish personas?

Expert Analyst

Information Forager

Enquiring Citizen

Facebook Aimed at the Enquiring Citizen user Mainly story-type content – emotive, personal or topical Approx. 10,350 followers For each post on Facebook: Reach = 2,415 Enagement (clicks) = 97 Engagament (reactions)= 32

LinkedIn Aimed at the Information Forager 99% of users on this channel are senior managers and directors Information posted on this channel ususally involves calls to action for users – jobs, user testing opportunities, consultations

SlideShare Aimed at the Information Forager and Enquiring Citizen A lot of users on this channel are business owners and people working at SMEs Seen as the best return on investment as some slideshare decks are viewed 15,000-17,000 times

Twitter ONS’ main account The dominant social media channel A wide mix of user personas 233,000 followers, with 180 new followers a day (highest of all the NSIs in Europe?) Engagement rate = 0.8% Statistician accounts – Tribal Marketing 15 in total Some with 1,000 follower, the rest about 500

General comments The team conducted basic user research last year to understand their users, what they like and dislike and what they want changed Post regular twitter polls to confirm/check that they’re doing what users want Expert Analysts are not a priority for the social media team – these users usually have direct contact with statistic producers and it is the other personas that need more assistance

Going Forward Snapchat and Instagram – would like to get involved on these platforms due to the demographic (<30’s), BUT are conscious that they don’t want to spread themselves too thinly across social media platforms Tribal Marketing – topic specific groups/communities of interest centered on the statistics producer, spreading out towards less engaged users – statistician twitter accounts kicked this off

StatsUserNet Launched in 2012 A website hosted and operated by the Royal Statistics Society (RSS) and the United Kingdom Statistics Authority (UKSA) Not seen as social media at ONS Almost 3,000 members “Aims to stimulate discussion and develop engagement between statistics producers and statistics users, providing news and information about events, discussion forums, etc”

StatsUserNet Open for anybody to join – after sign-up your request is reviewed before receiving account details Provides an online community for users and producers of statistics to: Make contact Learn about each others work Share information, documents and views

StatsUserNet The groups on StatsUserNet reflect real user groups from the Statistical User Forum (SUF) SUF is a committee that represents groups in the statistical community StatsUserNet was created to enable this communication to take place online Extensive user research was conducted with SUF and statistics users before developing StatsUserNet, to ensure it would meet their needs

StatsUserNet Although anybody can join StatsUserNet, it is mainly a community of expert statistics users Some groups are highly engaged, regularly sharing information and generating discussion Other groups have very low engagement having very little conversation, discussion or sense of community Engagement - usually initiated by the statistics producer: NSI or other statistics producing body

Varying levels of engagement

Engagement on StatsUserNet Conclusion: StatsUserNet does not cause groups to become engaged, but only offers the platform for the groups If a group is already engaged, or people are actively increasing engagement, StatsUserNet provides the perfect location for this to flourish, but if the group is not engaged, giving the group access to StatsUserNet will not improve it

Questions Any questions?