1. Petteri Baer, Regional Adviser, UNECE
Building Relationships with Users as a Strategic Concept Part four: Internet means Interaction
Presentation at the Strategic Management Seminar on Dissemination and Communication of Official Statistics Neum, Bosnia and Herzegovina 29.6 –
Petteri Baer, Regional Adviser, UNECE

2. The information market: Rapid growth
The information market is one of the sectors usually showing rapid and almost continuous growth figures in the last 20 years
Summer 2002: more than internet hosts in the world
The information market is a sector of great possibilities
What is our response to these new structures of our environment?
Petteri Baer, UNECE Statistical Division

3. Petteri Baer, UNECE Statistical Division
We can notice...
…a strong growth in the turnover of commercial dealers, brokers and consulting corporations in the information business whereas
National Statistical Institutes often find themselves in administrative clashes concerning cuts of budget funding
Petteri Baer, UNECE Statistical Division

4. Petteri Baer, UNECE Statistical Division
The benefits of providing both non-chargeable basic services and chargeable surplus services
Provide besides the non-chargeable basic services interesting, useful and attractive services that a growing number of customers willingly will make use of the chargeable surplus services
In this way both financial compensation for developed services and contact information about the paying customers and their need structures will be accumulated just as a normal part of delivery and invoicing practices
Petteri Baer, UNECE Statistical Division

5. Petteri Baer, UNECE Statistical Division
Dissemination of statistical information on the internet provides new service possibilities
Electronic information services, for instance press releases, can be delivered to potential customers’ as bonus services. In order to receive these services the customer will gladly inform the NSO about the delivery address, spheres of her/his interest etc.
And again - the NSO will receive detailed contact information for improving its services - just as a normal part of the delivery processes
Petteri Baer, UNECE Statistical Division

6. Petteri Baer, UNECE Statistical Division
As the world is going more and more electronic -Build up and participate in information portals!
It may be wise for NSOs to establish different internet portals for different main categories of users of statistical information
And also to participate with a reasonably differentiated contents structure in professional portals established by other organisations than ourselves
Too often we are content with just a simple link to our general homepage!
Petteri Baer, UNECE Statistical Division

7. Learn to provide customised extranet services!
They will make it easy for corporations and enterprises to effectively and easily make more use of statistical information, relevant for and matched individually to respond to their needs - not to loose time in jerking around in the abundant ocean of statistical information
They can be built into the internal and widely used corporate-wise Knowledge Management and Business Intelligence systems
Petteri Baer, UNECE Statistical Division

8. Try to use simple expressions!
Too much text: nobody reads
Too many explanations: nobody gets interested
Too small text fonts: nobody bothers to read
A stepwise approach will bring the customer closer
Petteri Baer, UNECE Statistical Division

9. If a NSO has a developed Marketing and Dissemination Strategy
… it will have a better position among its users and more support for its development activities (1)
The general public - better knowledge of the developments in society and of information sources
The different identified customer groups - better opportunities to find and use statistical information
The public administration - better basis for planning activities and decision making, better efficiency in the use of resources
The business sector - up-to-date and reliable information
The international community - better access to information on the country
Petteri Baer, UNECE Statistical Division

10. If a NSO has a developed Marketing and Dissemination Strategy
…it will have a better position among its users and more support for its development activities (2)
…and last but not least
The NSO itself will have
enhanced publicity
enhanced confidence in statistics
enhanced importance in its own society
better understanding of and by respondents
better ability to develop the quality of the statistical information it provides
Petteri Baer, UNECE Statistical Division

11. Petteri Baer, UNECE Statistical Division
Conclusion
You cannot learn to swim if you don’t go into the water!
Thank you for your attention!
Petteri Baer, UNECE Statistical Division

12. Petteri Baer, UNECE Statistical Division
Notes and comments
Petteri Baer, UNECE Statistical Division