Work Session on the Communication of Statistics Geneva, 18-20 June 2014

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Statistical Pills. Work Session on the Communication of Statistics Geneva, 18-20 June 2014 Maria Jesus Vinuesa ( mjvinuesa@ine.es ) INE-Spain. Introduction to Explica INE experience producing videos Marketing studies: less is more Statistical pills How do we produce the videos?
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Statistical PillsWork Session on the Communication of Statistics Geneva, 18-20 June 2014Maria Jesus Vinuesa (mjvinuesa@ine.es)INE-SpainIntroduction to ExplicaINE experience producing videosMarketing studies: less is moreStatistical pillsHow do we produce the videos?Next stepsStatistical Pills2Statistical Literacy Portal: Explica2010: INE started to work on a Statistical Literacy initiativeobjective
  • help people to become familiar with some basic concepts and so enhance the proper use of statistical information
  • raise awarenessof the statistical activity undertaken by the INE
  • 3Facilitate access to and the use of statistical dataImprove communication about the methods and the quality of the dataFacilitate the re-use of the information producedStatistics as a scienceHistory of the statisticsGamesVideosApplicationsStatistics as a scienceHistory of the statisticsGamesVideosApplications Facilitate access to and the use of statistical dataImprove communication about the methods and the quality of the dataFacilitate the re-use of the information producedIntroduction to ExplicaINE experience producing videosMarketing studies: less is moreStatistical pillsHow do we produce the videos?Next stepsStatistical Pills6INE experience producing videos We have a channel INEDifusion
  • Videos (16 in English), total 184,000 views
  • Different subjects:Consumer Price IndexLabour Force Survey Gross Domestic ProductNational Statistics InstituteCensus..7184,000 views 8INE experience producing videosCharacteristics of our videos:
  •  Explain a statistical operation (CPI, GDP, Census..)
  • 3-4 minutes of duration
  •  We have found inspiration in other Statistical officesThanks!!!10INE experience producing videosCharacteristics of our videos:
  •  Explain a statistical operation (CPI, GDP, Census..)
  • 3-4 minutes of duration
  •  We have found inspiration in other Statistical officesThanks!!!11INE experience producing videosAchievements:
  • reach new users
  • increase the visibility of our statistical operations
  • enhance statistical literacy among the general public
  • 12INE experience producing videosWe are happy, but… Feedback from some users Too long Not explain everything about the subjecta bit contradictory?We have done some research and have got some findings13Advantages of developing video projects. General
  • 90% of the information that our brain receives is visual.
  •  In social networks and websites in general, users share more videos than other information.
  • YouTube is the world’s second largest search engine.
  • Audio-visual content represents 40% of the overall Internet traffic.
  • more than 79% of people who use the Internet frequently watched various videos.
  • 14Advantages of developing video projects. INE perspectivePeople demand this new language of communicationIt allows us to reach high levels of dissemination at a very low cost and investing a reasonable amount of time and resources.Videos showing how our institution works help us to get closer to people, in particular to young people15Introduction to ExplicaINE experience producing videosMarketing studies: less is moreStatistical pillsHow do we produce the videos?Next stepsStatistical Pills16 Marketing studies: less is morethe degree of attention on video usually decreases the longer the video is According to statistics:
  • After a minute watching a video, 56% of the audience is gone.
  • average length of time a video is watched is 2.7 m
  • The average advertisement length has been reduced
  • 17182,500 views 18Total views for re­gionEs­tim­ated av­er­age minutes watchedConclusion: We keep on investing on videos but we need to adapt our videos to these evidencesExperience +Users feedback +Studies + “Less is more principle”Statistical pillsWe decided to produce shorter videos22Introduction to ExplicaINE experience producing videosMarketing studies: less is moreStatistical pillsHow do we produce the videos?Next stepsStatistical Pills23What is a statistical pill?It is a micro video (of less than 60 seconds) which shows certain knowledge related to a Statistical topic
  • Basic statistical concepts (proportions, rates..)
  • Official Statistics definitions and procedures.
  • 24Introduction to ExplicaINE experience producing videosMarketing studies: less is moreStatistical pillsHow do we produce the videos?Next stepsStatistical Pills26How do we produce the videos?Stages:
  • Choosing the topic
  • Writing the script
  • Recording the audio
  • Editing the video
  • Checking it
  • Uploading it on YouTube
  • 27Next statistical pills
  • Consumer Price Index and the Harmonised Index of Consumer Prices in EU (HICP)
  • At-risk-poverty threshold rate
  • Microdata, what for?
  • The purchasing power parities and purchasing power standards
  • Economically active/inactive persons; employed/unemployed
  • the concept of seasonal adjustment of short-term indicators
  • Thank you for your attention
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