1. Social Media at ONS
John Lewis

2. Newport, Wales
London
Titchfield

3. 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

4. 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?

5. Expert Analyst

6. Information Forager

7. Enquiring Citizen

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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”

17. 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

18. 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

19. 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

21. Varying levels of engagement

22. 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

23. Questions
Any questions?