measuring america: people, places and our economy · • the gps locator feature in smartphone is a...
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Stephen Buckner, Center for New Media & Promotions
Measuring America: People, Places and Our Economy
SCD/CIC Joint Meeting
October 12, 2011
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2010 Census to Measuring America
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Evergreen Promotion and Practice Areas
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Example: Economic Statistics
•Increase awareness levels about how the Census Bureau
measures America’s economy
•Integrate all communications activities, outreach efforts
about Economic Statistics produced by the Census Bureau
• Inspire participation in economic censuses and surveys
through education and involvement of the American
public
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Web Transformation
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Census.gov
About 200,000 visits and 1 million pages viewed per day
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Census.gov: Scope of the Challenge
• 1.3 million+ URLs (equivalent in size to
Amazon.com)
• 6.5 million+ assets
• 200+ internal data disseminators
• 13 subdomains included in census.gov
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Census.gov Research Findings
Expert User: Successfully located
“microdata” 40% of the time. Time spend on
task and number of mouseclicks was high
(median 4 minutes and 23 clicks)
Sophisticated User: Successfully located exact
information 73% of the time, but time spent on
task and number of mouseclicks was high
(median 3 minutes and 27 clicks)
Casual User: Successfully located exact information 69% of the time; however,
information was difficult to locate (75% of cases) and time on task and number of
mouseclicks were high (median 3 minutes and 23 clicks)
Foresee results: Navigation issues due to lack of consistent tools across websites; Census
search is insufficient – results include multiple websites providing similar data
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2010census.gov
• Over 34 million total visits to
2010census.gov from October 2009
to May 2010
• On day of apportionment release
(12/21), 2010census.gov received
6.5 million page views and nearly 1
million unique visitors
• Targeted sophisticated and casual users
• Guided users towards their desired
resource
• Performed usability assessments to
help users find answers
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Transforming Census.gov: Search
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Consolidated Data Search
• Google-style search
across all of census.gov
• User will not need to
identify a particular
survey to find data
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Transforming Census.gov: Search
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Search Engine Optimization
• Many casual users
look for census data via
search engines
• Moving census.gov
data to the top of Google
searches
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Transforming Census.gov: Navigation
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Navigation Enhancements
• Topics organized by themes
• Site map
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Transforming Census.gov: Open Data
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Allow user access to data files
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Transforming Census.gov: Open Data
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Building APIs to encourage access and boost application process
• API: Application
Programming Interface
• A set of data structures and
tools for accessing a web-
based software application
• Provides all the building
blocks for developing
programs with ease
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The Case for Mobile
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The Case for Mobile
Reaches HTC Populations Some groups are already more likely to access the Internet via
mobile phone than desktop
• 28 percent of non-Hispanic white users access the Web
through a mobile device.
• 48 percent of African-Americans access the Web from a
mobile device.
• 47 percent of English-speaking Latinos access the Web from
a mobile device. Pew research: Mobile phone usage offsets digital divide that exists in the
home. Factoring in mobile phones, Internet access across AA, English-
speaking Latinos and whites was relatively constant.
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Mobile Solutions
1. Mobile Friendly Site
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The Census Bureau should create a website built
specifically for mobile devices:
• Unique to the desktop website
• Allows users to access the right information
• Format consistent with a mobile device’s small screen
and distinct functionality.
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Mobile Solutions
2. Mobile Friendly Server
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The Census Bureau could set up a server that uses our
existing desktop site and reformats it for mobile phones.
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Mobile Solutions
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• The GPS locator feature in
Smartphone is a key functionality;
GPS is an important part of a mobile
user’s interaction with census data.
• More responsive and a better user
experience than a mobile website
3. Apps
Why Apps: Which Platforms:
Which Apps:
• QuickFacts
• Econ Indicator Dashboard
• ACS
When considering costs, note that an
app is built for one platform only and
one device only (i.e., Phone/iPad)
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Interactive: Engaging Audiences
Increase storytelling: Identify, contextualize and interpret patterns
for general consumers
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Interactive Data Tools
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Additional Web Data Tools
• American FactFinder
• Quick Facts
• Population Finder
• Data Ferret
• On the Map
• Economic Indicator Database
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Data Visualization
• Story-telling through data viz
• Economic Indicators dashboard
• Visualization of the Week/Day
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Interactive Features: Current Data Visualization
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Economic Indicators Dashboard
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• Daily statistic/ graphical visualization on census.gov
• Link to more information.
• Promoted on the web and social media, as well as traditional media and internal channels
Stat/Visualization of the Day
States with Large Increases in SUV Registration (1997 to 2002)
Source: U.S. Census Bureau, Vehicle Inventory and Use Survey
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• Weekly video content
• Presentation by subject matter expert • Media campaign to promote the new statistics, visualizations and podcasts
Digital Media Production
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2001 2004 2003 2002 2005 2006 2007
Source:
Wikipedia
2008 2010 2009
Interactive: Social Media
What’s New – Notable Launches Since 2000
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Interactive: Census Bureau Social Media Platforms
• One of the largest Facebook fan bases in
federal government outside of White House
and military
• Leading producer of Ustream live streaming
video, platform also offered by White House, NASA
• Director’s blog has received nearly 1 million views
since launch, used to manage issues and a
destination for media, public and employees
• Twitter has enabled direct engagement with
expanding base of Census consumers; tweets have
been retweeted by the White House, celebrities,
leading politicians
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Interactive: Census Bureau Blogs
• Low cost way to
increase transparency
• Engage public with
interesting topics, catchy
tone, well maintained
• Blog comments allow an
ongoing discussion
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• Creating enduring
relationships with
consumers
• Engaging consumers
in two-way
conversation
• Integrating
consumer input
Interactive: Social Media
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Better Performance Metrics
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Word Cloud
AFF1
AFF2
LEHD
Quick Facts
Data Tools Visits Customer Satisfaction Score
Survey Respondents
Web Site Satisfaction
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Integrated Campaigns
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Expanding Outreach and Partnerships
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• National partnerships/Field
regional partnerships
• Data Disseminations
Specialists
• State Data Centers/Census
Information Centers/Business
and Industry Data Centers
Partnerships and Data Education
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• Co-hosting a series of forums with organizations
• Focusing on particular or topics
• Presentation and panel discussion
Partner and Business Forums
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• Expanding data dissemination among the widest breadth of customers
• Maintaining partners and relationships
• Enhancing community awareness of and participation in ongoing surveys
Data Dissemination and Education Outreach
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Nationwide Distribution of Field Staff
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• Media Relations
• Conferences/exhibits
• Strategic travel
• Special events
• Stakeholder engagement
• Intergovernmental relations
• Research and metrics
Additional Tactics
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Questions?
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