ashwell jenneker statistics south africa · tertiary institutions. gdp, cpi ,ppi. primary secondary...
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Ashwell JennekerStatistics South Africa
The world is moving at a new speed, it expects this
of official statistics
Collection
reducing costs of surveys, increasing the response time and improving survey relevance and timeliness
Switch to Digital
600 supervisors
12,000 interviewers
100,000 interviews/day
2,7million interviews
Assignment control better survey management
2.7 m questionnaires in 47 days
Reassignment and sweeping
Frame/ sample/ system integration
Questionnaire GPS tagged ring-fenced sampled points Data handed to content on last day of mop up
Automated Bulk rejections vs Key
FWU Creation
Recruitment and Linking the GIS
Training method/time? ( Soft skills)
Developed capacity to assist in broader data ecosystem
Dissemination
Government
Economy
Soc ietyPopulat ion
Cr ime and Just ice
AgricultureEcosystemsEmissions
National, P r o v i n c i a land Local Spending. Service Delivery by Municipalities, Tertiary Institutions
GDP, CPI ,PPIPrimary Secondary and Tertiary Sectors
Employment/UnemploymentPoverty and InequalityService DeliveryLiving ConditionsEducation
Population EstimatesMigration and Tourism
Births, DeathsMortality and Causes of
DeathHealth and Nutrition
Key Indicators
KEY INDICATORSStats SA Publishes More
Than 260 Releases Annually
Governance, Public Safety and Justice (GPSJS)
Stats SA Integrated Communications & Marketing Strategy
To reposition Stats SA as a trusted brand to increase the participation in collection and use of statistics
THE STRATEGIC THRUST
We acknowledge that we need to move beyond our current level of perception
Trust is earned over time it needs constant investment in brand Stats SA
Declining response rates need to be halted and reversed
Increased use of our numbers is the ultimate proof of relevance
To reposition Stats SA as a trusted brand to increase the participation in collection and use of statistics
Challenges and oppurtunities
Social Media instant access to various data sources, impact brand
Trust In government is low 21 % (Edelman Barometer)
24/7 news cycle,
“Fake News” phenomenon is growing
Big Data
To increase use of Statistics we can either
make stats easier to understand
increase statistical literacy
Disseminate with different audiences in mind
Capacitate statistical users
Data Stories in particular allow an accessible overview of a statistical
release, aimed at being easily readable and designed to be picked
up by the media for further use
Data story on Chocolate
Less than 500 words
Includes at least one graphic
Heading
The first line that draws attention
Moving beyond reporting just key results• Trend• Element within the
publication that isn’t discussed often
• Links to other publications
• Links to current news in the media
ReferencesOur Data Story Recipe
Data stories are often accompanied by infographics
Search engines: Data Stories obtain top rankings for certain search terms
Works well with our growing social media audience
Daily Dispatch 28 July 2016
The Herald 28 July 2016
Picked up by traditional print media
Social media is used extensively to create awareness and ignite conversation related to published stories
How are we measuring brand perception improvements or decline
(Mil) (Mil)
18 18 18
350
1400 14001000
Apr-19 May-19 Jun-19 Jul-19
ARTICLES PER MONTH
83
755632 413
Apr-19 May-19 Jun-19 Jul-19
AUDIENCE REACH
70 112 118
406
Apr-19 May-19 Jun-19 Jul-19
AD VALUE
1448
0200400600800
10001200140016001800
April May June July
TWITTER GROWTHAPRIL - JULY 2019 3640
0
500
1000
1500
2000
2500
3000
3500
4000
April May June July
FACEBOOK GROWTH
709
581
888515
1000
12002300
475631
658350
1400
14001000
-500
500
1500
2500
January February March April May June July
Articles per Month 2017/18
2018/19
AVE/ad value: The advertising value equivalent (what we would've spent if it was paid for advertising)
Audience reach: potential number of people reached by our content/content mentioning Stats SA
Articles: The number of appearances in articles (where we were mention in articles)
JAN 2018 – JUL 2018: 7 193 JAN 2019- JUL 2019: 5 914
-300
200
700
1200
January February March April May June July
Audience reach (Mil) 2017/182018/19
JAN 2018 – JUL 2018: 2 123JAN 2019- JUL 2019: 2 831
0
200
400
600
January February March April May June July
AD Value (Mil)
2017/18 2018/19
JAN 2018 – JUL 2018: 111MJAN 2019- JUL 2019: 855M
Sound bytes and Video Clips
Outreach
Soccer4Stats
Maths4Stats
Extensive Media Engagements
Modern Statisticians need to tell the story of our Country
Animations
Thank you
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