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2010 Census Local Update of Census Addresses Participant Survey

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2010 Census Local Update of Census Addresses Participant Survey This document was prepared by and for Census Bureau staff to aid in future research and planning, but the Census Bureau is making the document publicly available in order to share the information with as wide an audience as possible. Questions about the document should be directed to Kevin Deardorff at (301) 763-6033 or [email protected] June 20, 2012 2010 CENSUS PLANNING MEMORANDA SERIES No. 202 MEMORANDUM FOR The Distribution List From: Arnold Jackson [signed] Acting Chief, Decennial Management Division Subject: 2010 Census Integrated Communications Program - Emerging Trends and Best Practice: The Census Bureau and Web 2.0 The Census Bureau contracted with Abt Associates to conduct an independent evaluation of the web site portion of the Integrated Communications Program for the 2010 Census. Attached is Abt Associate's Final Report for the Emerging Trends and Best Practice: The Census Bureau and Web 2.0 study. We are issuing this document in our memo series for the record. The U.S. Census Bureau conducted other evaluations and assessments pertaining to the Integrated Communications Campaign, such as the Census in Schools, Census Barriers, Attitudes, and Motivators Survey II, and the 2010 Census Integrated Communications Program. Those reports are being issued separately. If you have any questions about this document, please contact Mary Bucci at (301) 763-9925. Attachment http://www.census.gov/ June 15, 2012 This report provides a roadmap for integrating emerging trends and best practice for online communication with the Census Bureau mission and operation. Emerging Trends and Best Practice: The Census Bureau and Web 2.0 The U.S. Census Bureau Contract No. YA132309CQ0045, Task Order (TO) 001: Web Discovery: Data Visualization and the Future of The Census Bureau.gov Abt Associates, April 1, 2011 Emerging Trends and Best Practice: The Census Bureau and Web 2.0 by Abt Associates Page 1 of 68 http://www.census.gov/ June 15, 2012 Emerging Trends and Best Practice: The Census Bureau and Web 2.0 by Abt Associates Page 2 of 68 http://www.census.gov/ June 15, 2012 Table of Contents TABLE OF CONTENTS ............................................................................................................................ 3 EXECUTIVE SUMMARY ......................................................................................................................... 5 I GLOBAL FINDINGS ................................................................................................................................ 6 II UNDERLYING CHALLENGES ..................................................................................................................... 6 RECOMMENDATIONS .................................................................................................................................... 7 INSTITUTE NEW GOVERNANCE STRUCTURE AND REINVIGORATED POLICIES AND PROCEDURES...................................... 7 1. Road Map ................................................................................................................................. 8 III METHODOLOGY ................................................................................................................................... 9 2. Web Discovery team ................................................................................................................ 9 3. Key Staff Member Interviews .................................................................................................. 9 4. Expert Review of Census.gov and External Sites ..................................................................... 9 IV. UNDERSTANDING THE CENSUS BUREAU MISSION .................................................................................... 12 SECTION 1 – ENGAGING DIVERSE AUDIENCES .................................................................................... 13 I. HELP PEOPLE ENGAGE AND FIND ANSWERS ............................................................................................ 13 1. Appreciate the Casual User’s Perspective ............................................................................. 14 2. Use the Homepage to Engage All Audiences ......................................................................... 15 3. Create Channels for the Main Personas ................................................................................ 16 4. Cultivate Storytelling ............................................................................................................. 17 5. Create a Curated Theme‐Based Layer on Census.gov ........................................................... 18 6. Expand and Improve Blogs Based on Customer Input........................................................... 19 II. HELP PEOPLE FIND A RESOURCE ............................................................................................................ 22 7. Target the Casual User ........................................................................................................... 22 8. Improve the Search Experience for Users ............................................................................. 22 9. Provide a Visual Site Map for Casual Users ........................................................................... 24 10. Prune and Collapse Material ................................................................................................. 24 III. HELP PEOPLE CONNECT WITH MOBILE STRATEGIES .................................................................................. 26 11. Enhance the Mobile Browsing Experience ............................................................................ 26 12. On‐Device Mobile Applications Are Different from Mobile Browsing .................................. 26 13. Give the Sophisticated User a Targeted On‐Device App ....................................................... 27 IV. HELP PEOPLE EXPLORE DATA ................................................................................................................ 29 14. Give the Casual User Prepared Data Views ........................................................................... 30 15. Give the Sophisticated User Interactive Tools ....................................................................... 31 16. Experiment Before Investing in Data Exploration Platforms ................................................. 31 17. Tailor American FactFinder to Experts .................................................................................. 34 V. HELP PEOPLE SHARE CENSUS BUREAU INFORMATION ............................................................................... 35 18. Create a Strategic Plan for Casual and Sophisticated Users Sharing Census Bureau Data .... 35 19. Prepare Census Bureau Data Files for Distributors ............................................................... 36 20. Experiment with American FactFinder and Data.Gov APIs for Expert Users and Developers37 21. Reinforce Existing Successes in Social Media ........................................................................ 38 22. Prepare Several Cross‐Platform Social Media Campaigns ..................................................... 38 23. Capitalize on the Social Media Opportunities ....................................................................... 39 VI. HELP PEOPLE APPRECIATE THE CENSUS BUREAU ...................................................................................... 41 24. Manage a “Census Bureau in the News” Showcase .............................................................. 41 25. Reclaim the Branding for Census Bureau Data Outside of the Census.gov Domain ............. 41 26. Publish Metrics on Census Bureau Media Coverage ............................................................. 41 Emerging Trends and Best Practice: The Census Bureau and Web 2.0 by Abt Associates Page 3 of 68 http://www.census.gov/ June 15, 2012 SECTION 2 – ADAPTING TO AN EVOLVING BUSINESS .......................................................................... 43 VII. CREATE A WEB 2.0 CULTURE ............................................................................................................... 44 27. Develop Ongoing Relationships with Customers ................................................................... 44 28. Expand User Experience Design and Usability Testing .......................................................... 45 29. Address Concerns of Privacy, Accuracy, and Compliance ..................................................... 46 VIII. ALIGN WITH FEDERAL CIO AND CIO COUNCIL ......................................................................................... 48 30. Relevant Highlights of Plan .................................................................................................... 48 IX. INTRODUCE A MORE CENTRALIZED WEB 2.0 OPERATIONAL STRUCTURE ..................................................... 49 31. Pilot New Roles and Responsibilities ..................................................................................... 50 32. Grow an operational process that supports a Web 2.0 online presence .............................. 53 SECTION 3 ‐ TOOLS FOR SUCCESS ....................................................................................................... 55 X. TOOLS TO HELP PEOPLE ENGAGE AND FIND ANSWERS .............................................................................. 55 33. Invest in an Enterprise‐level Web Content Management System ........................................ 55
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