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