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Harnessing the power (and credibility) of data in your PR strategy

sebastien
June 02, 2015

Harnessing the power (and credibility) of data in your PR strategy

Data is taking an increasingly important place in our society, and in the ways we communicate professionally and personally. From corporations to governments & non-profits, we're seeing data used in increasingly clever ways to explain complex phenomenon or trends, raise awareness of a variety of issues, and strengthen transparency and credibility. Major newspapers such as the New York Times and the Washington Post (not to mention the online media world) are exploring these new types of narratives, where data and interaction act as core elements in engaging an audience.

In this visually rich presentation, you will discover how data can be integrated in your communication strategies and learn about the do’s and don'ts of working with data. A crucial presentation for those planning to engage in the new era of PR.

sebastien

June 02, 2015
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  1. FFunction Harnessing the power (and credibility) of data in your

    PR strategy Sébastien Pierre FFunction @Engagement+Impact CPRS Montréal, 02 juin 2015
  2. None
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  6. It's not random that I'm talking here In front of

    PR & communication professionals (I'm a software engineer)
  7. It's because of a driving force that pushed me into

    this field
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  9. And this force is having an impact on many levels

    of our personal and professional life
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  11. BIG

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  13. Les données: une matière première à exploiter

  14. None
  15. The question is why are we seeing such a trend,

    and why are so many organizations jumping on the bandwagon
  16. I Internet & the new landscape of communication

  17. The Internet caused a few dramatic changes that have deeply

    impacted the way we communicate over the last 10 years
  18. EVERYBODY IS A NEWS SOURCE Blogs gave individuals a voice

    and allowed them to reach millions, competing with major news sources.
  19. THE RISE OF CONVERSATION The communication dynamic shifted from broadcast

    (one-way) to online conversation.
  20. DIVERSIFICATION OF CHANNELS From 140-characters (Twitter) to 5min reads (Medium),

    from quick snaps (Instagram) to live video (Periscope), from visual scrapbooks (Pinterest) to wonderful bazaar (Tumblr), from friends (Facebook) to colleagues (LinkedIn), Etc..
  21. All these important changes happened rather quickly and had a

    deep impact on our expectations as consumers of information
  22. 1. MORE VISUALS! The rise of Instagram, Pinterest, Twitter cards

    (and Infographics!) is directly related to the fact that we're drowning in text, and need more diversity in the content we're consuming.
  23. 2. MORE INTERACTION! Only a few people will read through

    half of a web article. Interaction, animation and visual storytelling allow to turn passive readers into active participants.
  24. 3. MORE ENGAGEMENT! The notion of community of readers/users is

    increasingly important. Sharing & conversations are key to engagement.
  25. These changes happened at the same time as data was

    becoming more easily available and that people started to explore how to use it in their communication.
  26. Data as a creative material

  27. Data as a creative material Similar diversity, Philipp Steinweber &

    Andreas Koller, 2001
  28. II Early Adopters

  29. EARLY ADOPTER The New York Times

  30. Context News industry on the decline, people less inclined to

    pay for news, rise of tablet/mobile, print format less relevant.
  31. Approach Create data-driven articles that offer a unique perspective in

    our world.
  32. Approach Create unique visual storytelling that create an engaging reading

    experience.
  33. Result The New York Times managed to make its content

    unique and very valuable. Other news sources have jumped onto the bandwagon. Data-journalism is now a thing.
  34. EARLY ADOPTER General Electric

  35. Context Complex world-class challenges: infrastructure, renewable energy, affordable health care.

    How to bring these daunting topics to life and make them compelling to a general audience? Learn more: https://hbr.org/2013/05/how-ge-uses-data-visualization/
  36. Approach Create data-driven articles that offer a unique perspective in

    our world.
  37. Visualizing.org Create an online community where organizations share data and

    people create visualizations, infographics & narratives.
  38. Results GE positioned as a data-driven company greatly increases its

    credibility. The community involvement and reaching out to a general audience reinforced its brand and the issues the company is trying to solve.
  39. CASE STUDY The Bill & Melinda Gates Foundation

  40. « Around the world, institutions are maximizing their impact by

    becoming increasingly transparent. This follows a fundamental truth: that access to information and data fosters effective collaboration.»
  41. Context Data sharing and transparency increase impact & foster collaboration.

    “"Bill is about numbers," says Steiner. "He wants to see the data. He values data more than ideology." (Roy Steiner) Learn more: http://www.gatesfoundation.org/How-We-Work/General-Information/Information-Sharing-Approach
  42. Approach Create infographics targeted to specific causes, with an emphasis

    on factual information supporting the foundation's goals
  43. Approach Create an interactive, engaging reading experience with the annual

    letter, using data, numbers, charts and photos.
  44. Approach Leverage social media and create snackable bits of information,

    either in the form of short videos or infographic tiles.
  45. Results The Foundation managed to bring many subjects to the

    forefront of international news, including the eradication of malaria, the challenge of reducing maternal mortality or the importance of mobile payments for developing countries.
  46. III TYPES OF DATA

  47. TYPES OF DATA Statistics & Factoids

  48. Source: Inequality.org « In the United States, income inequality, or

    the gap between the rich and everyone else, has been growing markedly »
  49. Source: Inequality.org « In 2009, CEOs of major U.S. corporations

    averaged 263 times the average compensation of American workers. »
  50. SOURCE: WorldBank PRESS RELEASE Indonesia and World Bank Group to

    join forces to reduce child stunting and maternal mortality Jakarta, May 21 2015 – In an effort to fight two major health issues – childhood stunting and women dying during childbirth -- Indonesia and the World Bank Group have agreed to seek immediate ways to reduce both preventable health problems. The decision followed a meeting between Indonesia President Joko Widodo and Bank Group President Jim Yong Kim in the presidential palace. Kim said today that the Bank’s discussions with Indonesian authorities on the health issues will begin in the coming weeks and involve experts who have worked on both stunting and maternal mortality in a range of middle- and low-income countries, including China, Turkey, and Brazil. The two leaders spoke in their meeting of the urgency to tackle the issues, citing statistics that show 37 percent of all children in Indonesia are stunted and a maternal mortality rate of 190 out of 100,000 live births. Both rates are very high for a middle-income country. “Stunting not only hurts physical growth – it also diminishes mental capacity,” Kim said today in a speech before students and faculty at the University of Indonesia. “ These children, and this country, pay a devastating price for this entirely preventable situation. It should not be allowed to persist.” On the country’s high rates of maternal mortality, Kim said: “Indonesia has been able to reduce this slightly in recent years, but the rate is still excessively high considering Indonesia’s economic status and that women have access to universal maternal health coverage. We would very much like to bring the whole of our global knowledge on both of these issues to help Indonesia find solutions and dramatically reduce the incidence of stunting and maternal deaths.” Kim added: “We are working with countries around the globe, including China, on ways to improve their delivery of health care and we welcome the opportunity to share lessons with Indonesia to see what might work best here,” said Dr. Kim. “We have reorganized the World Bank Group and are now faster and better at sharing global knowledge that can fix problems and improve people’s lives.” Kim, who is a medical doctor and anthropologist by training, praised President Widodo for deciding to commit more resources to invest in the health of Indonesians through expanded universal coverage. Indonesia now spends only 1.2 percent of GDP on health care, one of the lowest rates in the world. The announcement on health is part of a broader plan by the World Bank Group to support Indonesia’s development objectives. Over the next three to four years the Bank will provide more than $11 billion in financing for investments in critical infrastructure including energy, sea ports, better tax collection, and human development programs. The World Bank Group will also work with Indonesia to improve its business climate to attract more investors. Kim’s announcement came during his first visit to Indonesia, where he also met with doctors and nurses at a health clinic in Central Java. In a public speech at the University of Indonesia, Dr. Kim reiterated that Indonesia has made remarkable gains by halving the poverty rate to 11.3 percent in 15 years and it can make even more progress if it increases investments in the health of its people. World Bank Press Release
  51. SOURCE: WorldBank PRESS RELEASE Indonesia and World Bank Group to

    join forces to reduce child stunting and maternal mortality Jakarta, May 21 2015 – In an effort to fight two major health issues – childhood stunting and women dying during childbirth -- Indonesia and the World Bank Group have agreed to seek immediate ways to reduce both preventable health problems. The decision followed a meeting between Indonesia President Joko Widodo and Bank Group President Jim Yong Kim in the presidential palace. Kim said today that the Bank’s discussions with Indonesian authorities on the health issues will begin in the coming weeks and involve experts who have worked on both stunting and maternal mortality in a range of middle- and low-income countries, including China, Turkey, and Brazil. The two leaders spoke in their meeting of the urgency to tackle the issues, citing statistics that show 37 percent of all children in Indonesia are stunted and a maternal mortality rate of 190 out of 100,000 live births. Both rates are very high for a middle-income country. “Stunting not only hurts physical growth – it also diminishes mental capacity,” Kim said today in a speech before students and faculty at the University of Indonesia. “ These children, and this country, pay a devastating price for this entirely preventable situation. It should not be allowed to persist.” On the country’s high rates of maternal mortality, Kim said: “Indonesia has been able to reduce this slightly in recent years, but the rate is still excessively high considering Indonesia’s economic status and that women have access to universal maternal health coverage. We would very much like to bring the whole of our global knowledge on both of these issues to help Indonesia find solutions and dramatically reduce the incidence of stunting and maternal deaths.” Kim added: “We are working with countries around the globe, including China, on ways to improve their delivery of health care and we welcome the opportunity to share lessons with Indonesia to see what might work best here,” said Dr. Kim. “We have reorganized the World Bank Group and are now faster and better at sharing global knowledge that can fix problems and improve people’s lives.” Kim, who is a medical doctor and anthropologist by training, praised President Widodo for deciding to commit more resources to invest in the health of Indonesians through expanded universal coverage. Indonesia now spends only 1.2 percent of GDP on health care, one of the lowest rates in the world. The announcement on health is part of a broader plan by the World Bank Group to support Indonesia’s development objectives. Over the next three to four years the Bank will provide more than $11 billion in financing for investments in critical infrastructure including energy, sea ports, better tax collection, and human development programs. The World Bank Group will also work with Indonesia to improve its business climate to attract more investors. Kim’s announcement came during his first visit to Indonesia, where he also met with doctors and nurses at a health clinic in Central Java. In a public speech at the University of Indonesia, Dr. Kim reiterated that Indonesia has made remarkable gains by halving the poverty rate to 11.3 percent in 15 years and it can make even more progress if it increases investments in the health of its people. “37% of children in Indonesia are stunted”
  52. SOURCE: WorldBank PRESS RELEASE Indonesia and World Bank Group to

    join forces to reduce child stunting and maternal mortality Jakarta, May 21 2015 – In an effort to fight two major health issues – childhood stunting and women dying during childbirth -- Indonesia and the World Bank Group have agreed to seek immediate ways to reduce both preventable health problems. The decision followed a meeting between Indonesia President Joko Widodo and Bank Group President Jim Yong Kim in the presidential palace. Kim said today that the Bank’s discussions with Indonesian authorities on the health issues will begin in the coming weeks and involve experts who have worked on both stunting and maternal mortality in a range of middle- and low-income countries, including China, Turkey, and Brazil. The two leaders spoke in their meeting of the urgency to tackle the issues, citing statistics that show 37 percent of all children in Indonesia are stunted and a maternal mortality rate of 190 out of 100,000 live births. Both rates are very high for a middle-income country. “Stunting not only hurts physical growth – it also diminishes mental capacity,” Kim said today in a speech before students and faculty at the University of Indonesia. “ These children, and this country, pay a devastating price for this entirely preventable situation. It should not be allowed to persist.” On the country’s high rates of maternal mortality, Kim said: “Indonesia has been able to reduce this slightly in recent years, but the rate is still excessively high considering Indonesia’s economic status and that women have access to universal maternal health coverage. We would very much like to bring the whole of our global knowledge on both of these issues to help Indonesia find solutions and dramatically reduce the incidence of stunting and maternal deaths.” Kim added: “We are working with countries around the globe, including China, on ways to improve their delivery of health care and we welcome the opportunity to share lessons with Indonesia to see what might work best here,” said Dr. Kim. “We have reorganized the World Bank Group and are now faster and better at sharing global knowledge that can fix problems and improve people’s lives.” Kim, who is a medical doctor and anthropologist by training, praised President Widodo for deciding to commit more resources to invest in the health of Indonesians through expanded universal coverage. Indonesia now spends only 1.2 percent of GDP on health care, one of the lowest rates in the world. The announcement on health is part of a broader plan by the World Bank Group to support Indonesia’s development objectives. Over the next three to four years the Bank will provide more than $11 billion in financing for investments in critical infrastructure including energy, sea ports, better tax collection, and human development programs. The World Bank Group will also work with Indonesia to improve its business climate to attract more investors. Kim’s announcement came during his first visit to Indonesia, where he also met with doctors and nurses at a health clinic in Central Java. In a public speech at the University of Indonesia, Dr. Kim reiterated that Indonesia has made remarkable gains by halving the poverty rate to 11.3 percent in 15 years and it can make even more progress if it increases investments in the health of its people. “Indonesia now spends only 1.2 percent of GDP on health care”
  53. SOURCE: Quebecor Quebecor Announces Sale of Archambault Group’s Retail Business

    to Renaud-Bray Quebecor announced today that it has reached an agreement to sell Archambault Group’s retail operations to Renaud-Bray. The transaction includes the 14 Archambault stores, the archambault.ca website, and the English-language Paragraphe Bookstore.The transaction is subject to Competition Bureau approval. “The retail sector has had to face tall challenges because of technological change and the advent of digital platforms, upheavals which have reshaped consumer habits,” commented Pierre Dion, President and CEO of Quebecor.“Today, the competition isn’t the shop across the street; it comes from major international players. Therefore, we are pleased that this transaction will keep Archambault’s retail operations in Québec hands. Renaud-Bray has built its reputation by developing the market for French-language cultural goods and offering Quebecers quality products,” Mr. Dion added. “We thank all the employees who have helped make Archambault one of the most respected companies in Québec,” said Pierre Dion. Pending the Competition Bureau’s decision, Quebecor will continue managing all of Archambault Group’s properties. “Culture is at the core of our mission and according to our last annual cultural report, our investment in culture is worth a total of $498 million. It is important to note that Quebecor will remain an important player in the book industry through its 18 general literature publishing houses, including Les Éditions de l’Homme, Libre Expression, L’Hexagone, VLB Éditeur, Les Éditions du Trécarré and Les Éditions de la Bagnole, as well as its distribution arm Messageries A.D.P., and the academic publisher CEC Publishing. In music and concerts, Quebecor intends to remain a Québec leader through the operations of Musicor and Select,” Mr. Dion stated. It should also be mentioned that Quebecor is deeply committed to the community, distributing donations and sponsorships worth nearly $30 million every year, more than half of which goes to numerous organizations, events and venues devoted to the arts and culture.The organizations supported by Quebecor include the Théâtre du Rideau Vert, Espace Félix- Leclerc,the Trois-Rivières International Poetry Festival, Les Correspondances d’Eastman, the Festival de musique émergente in Abitibi-Témiscamingue, Festi Jazz international in Rimouski, Jonquière en Musique, the Société professionnelle des auteurs et des compositeurs du Québec (SPACQ), the Musée national des beaux-arts du Québec and the Festival de nouveau cinéma.Quebecor also launched and fully funds the major philanthropic project Éléphant: The Memory of Québec Cinema, which is dedicated to preserving Québec’s cinematic heritage. Quebecor Press Release
  54. SOURCE: Quebecor Quebecor Announces Sale of Archambault Group’s Retail Business

    to Renaud-Bray Quebecor announced today that it has reached an agreement to sell Archambault Group’s retail operations to Renaud-Bray. The transaction includes the 14 Archambault stores, the archambault.ca website, and the English-language Paragraphe Bookstore.The transaction is subject to Competition Bureau approval. “The retail sector has had to face tall challenges because of technological change and the advent of digital platforms, upheavals which have reshaped consumer habits,” commented Pierre Dion, President and CEO of Quebecor.“Today, the competition isn’t the shop across the street; it comes from major international players. Therefore, we are pleased that this transaction will keep Archambault’s retail operations in Québec hands. Renaud-Bray has built its reputation by developing the market for French-language cultural goods and offering Quebecers quality products,” Mr. Dion added. “We thank all the employees who have helped make Archambault one of the most respected companies in Québec,” said Pierre Dion. Pending the Competition Bureau’s decision, Quebecor will continue managing all of Archambault Group’s properties. “Culture is at the core of our mission and according to our last annual cultural report, our investment in culture is worth a total of $498 million. It is important to note that Quebecor will remain an important player in the book industry through its 18 general literature publishing houses, including Les Éditions de l’Homme, Libre Expression, L’Hexagone, VLB Éditeur, Les Éditions du Trécarré and Les Éditions de la Bagnole, as well as its distribution arm Messageries A.D.P., and the academic publisher CEC Publishing. In music and concerts, Quebecor intends to remain a Québec leader through the operations of Musicor and Select,” Mr. Dion stated. It should also be mentioned that Quebecor is deeply committed to the community, distributing donations and sponsorships worth nearly $30 million every year, more than half of which goes to numerous organizations, events and venues devoted to the arts and culture.The organizations supported by Quebecor include the Théâtre du Rideau Vert, Espace Félix- Leclerc,the Trois-Rivières International Poetry Festival, Les Correspondances d’Eastman, the Festival de musique émergente in Abitibi-Témiscamingue, Festi Jazz international in Rimouski, Jonquière en Musique, the Société professionnelle des auteurs et des compositeurs du Québec (SPACQ), the Musée national des beaux-arts du Québec and the Festival de nouveau cinéma.Quebecor also launched and fully funds the major philanthropic project Éléphant: The Memory of Québec Cinema, which is dedicated to preserving Québec’s cinematic heritage. “the transaction includes 14 Archambault stores”
  55. SOURCE: Quebecor Quebecor Announces Sale of Archambault Group’s Retail Business

    to Renaud-Bray Quebecor announced today that it has reached an agreement to sell Archambault Group’s retail operations to Renaud-Bray. The transaction includes the 14 Archambault stores, the archambault.ca website, and the English-language Paragraphe Bookstore.The transaction is subject to Competition Bureau approval. “The retail sector has had to face tall challenges because of technological change and the advent of digital platforms, upheavals which have reshaped consumer habits,” commented Pierre Dion, President and CEO of Quebecor.“Today, the competition isn’t the shop across the street; it comes from major international players. Therefore, we are pleased that this transaction will keep Archambault’s retail operations in Québec hands. Renaud-Bray has built its reputation by developing the market for French-language cultural goods and offering Quebecers quality products,” Mr. Dion added. “We thank all the employees who have helped make Archambault one of the most respected companies in Québec,” said Pierre Dion. Pending the Competition Bureau’s decision, Quebecor will continue managing all of Archambault Group’s properties. “Culture is at the core of our mission and according to our last annual cultural report, our investment in culture is worth a total of $498 million. It is important to note that Quebecor will remain an important player in the book industry through its 18 general literature publishing houses, including Les Éditions de l’Homme, Libre Expression, L’Hexagone, VLB Éditeur, Les Éditions du Trécarré and Les Éditions de la Bagnole, as well as its distribution arm Messageries A.D.P., and the academic publisher CEC Publishing. In music and concerts, Quebecor intends to remain a Québec leader through the operations of Musicor and Select,” Mr. Dion stated. It should also be mentioned that Quebecor is deeply committed to the community, distributing donations and sponsorships worth nearly $30 million every year, more than half of which goes to numerous organizations, events and venues devoted to the arts and culture.The organizations supported by Quebecor include the Théâtre du Rideau Vert, Espace Félix- Leclerc,the Trois-Rivières International Poetry Festival, Les Correspondances d’Eastman, the Festival de musique émergente in Abitibi-Témiscamingue, Festi Jazz international in Rimouski, Jonquière en Musique, the Société professionnelle des auteurs et des compositeurs du Québec (SPACQ), the Musée national des beaux-arts du Québec and the Festival de nouveau cinéma.Quebecor also launched and fully funds the major philanthropic project Éléphant: The Memory of Québec Cinema, which is dedicated to preserving Québec’s cinematic heritage. “investment in culture is worth a total of $498 million”
  56. Statistics & Amounts FACTUAL Provide bits of factual (quantitative) information.

    CREDIBLE Give credibility and a notion of scale. REUSABLE Can be re-used in further news pieces. Quebecor Announces Sale of Archambault Group’s Retail Business to Renaud-Bray Quebecor announced today that it has reached an agreement to sell Archambault Group’s retail operations to Renaud-Bray. The transaction includes the 14 Archambault stores, the archambault.ca website, and the English-language Paragraphe Bookstore.The transaction is subject to Competition Bureau approval. “The retail sector has had to face tall challenges because of technological change and the advent of digital platforms, upheavals which have reshaped consumer habits,” commented Pierre Dion, President and CEO of Quebecor.“Today, the competition isn’t the shop across the street; it comes from major international players. Therefore, we are pleased that this transaction will keep Archambault’s retail operations in Québec hands. Renaud-Bray has built its reputation by developing the market for French-language cultural goods and offering Quebecers quality products,” Mr. Dion added. “We thank all the employees who have helped make Archambault one of the most respected companies in Québec,” said Pierre Dion. Pending the Competition Bureau’s decision, Quebecor will continue managing all of Archambault Group’s properties. “Culture is at the core of our mission and according to our last annual cultural report, our investment in culture is worth a total of $498 million. It is important to note that Quebecor will remain an important player in the book industry through its 18 general literature publishing houses, including Les Éditions de l’Homme, Libre Expression, L’Hexagone, VLB Éditeur, Les Éditions du Trécarré and Les Éditions de la Bagnole, as well as its distribution arm Messageries A.D.P., and the academic publisher CEC Publishing. In music and concerts, Quebecor intends to remain a Québec leader through the operations of Musicor and Select,” Mr. Dion stated. It should also be mentioned that Quebecor is deeply committed to the community, distributing donations and sponsorships worth nearly $30 million every year, more than half of which goes to numerous organizations, events and venues devoted to the arts and culture.The organizations supported by Quebecor include the Théâtre du Rideau Vert, Espace Félix- Leclerc,the Trois-Rivières International Poetry Festival, Les Correspondances d’Eastman, the Festival de musique émergente in Abitibi-Témiscamingue, Festi Jazz international in Rimouski, Jonquière en Musique, the Société professionnelle des auteurs et des compositeurs du Québec (SPACQ), the Musée national des beaux-arts du Québec and the Festival de nouveau cinéma.Quebecor also launched and fully funds the major philanthropic project Éléphant: The Memory of Québec Cinema, which is dedicated to preserving Québec’s cinematic heritage.
  57. Factoid/Factlet “A little-known bit of information; trivial but interesting data.”

    [CNN] INTERESTING/SURPRISING Something that is counter-intuitive or surprising, that you could mention as an anecdote in a conversation. SHAREABLE Factoids are eminently shareable because they're short and interesting.
  58. Uses PRESS RELEASES SHORT ARTICLES INFOGRAPHICS TWEETS

  59. TYPES OF DATA Aggregates

  60. SOURCE: The Economist

  61. SOURCE: OECD

  62. Aggregates OVERVIEW Give high-level numbers that cover a selection of

    elements (years, countries, companies, groups of people, etc). TRENDS Because they're often represented visually, they allow to quickly spot trends and patterns. REFERENCE & COMPARISON Providing the actual numbers also help for detailed comparison. SOURCE: The Economist
  63. Uses ARTICLES REPORTS INFOGRAPHICS

  64. TYPES OF DATA Raw data

  65. SOURCE: UNESCO

  66. None
  67. Raw data TRANSPARENCY Raw data is best for transparency, as

    you provide all the details. RE-USE Other organizations are more likely to re-use your data if its is fine- grained or raw. NOT VERY USER FRIENDLY The downside is that raw data is hard to communicate, as it is too complex to be user friendly.
  68. Uses REFERENCE DATA VISUALIZATION DATABASES

  69. Ease of communication INFORMATION COMPLEXITY Potential for insights

  70. IV Case Studies

  71. SIMPLE DATA COMPLEX DATA NARRATION DRIVEN EXPLORATION DRIVEN

  72. SIMPLE DATA COMPLEX DATA NARRATION DRIVEN EXPLORATION DRIVEN

  73. PROJECT PROJECT CLIENT CATEGORY Sleep is awesome! Sleep is awesome!

    ZEO Infographic YEAR 2012 SIMPLE DATA / STRONG NARRATIVE
  74. None
  75. Challenge EARLY QUANTITATIVE SELF Zeo was an early in the

    market of IoT & quantitative self, with very few similar products. RAISING AWARNESS Good sleep and good health are closely related, but this is often overlooked. SET THE TONE The Zeo device uses (and visualizes) your sleep data. Using facts & figures was very important.
  76. None
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  80. 1 2 THE RISKS OF BAD SLEEP Adds a bit

    of a scare factor, or “wake up call” on why sleep is important 1 3 WHERE DO YOU FIT? 3 4 WHERE DO YOU FIT? Compare yourself to the rest of the population, increasing the reader's engagement WHAT DO YOU GET OUT OF BETTER SLEEP Followed by the call to action THE RISKS OF BAD SLEEP Adds a bit of a scare factor, or “wake up call” on why sleep is important CONTEXT A good news “sleep is awesome” and a bad news “sleep loss is killer” to get interest
  81. None
  82. “Zeo not only had to manage the usual issues that

    all start-ups have to deal with as they launch and grow, it also had to convince the world that sleep health was important. [...] The company did help kick off a discussion about sleep health.” SOURCE: MobileHealthNews
  83. PROJECT PROJECT CLIENT CATEGORY Your Daily Dose of Water Good

    Magazine Interactive Infographic YEAR 2012 FACTOIDS & STATISTICAL MODELS / NARRATION & SELF-PARAMETERIZATION
  84. None
  85. None
  86. Challenge RAISING AWARENESS/SUPPORT Water is precious, and Levi's was introducing

    a new line using much less water. FUN & ENGAGING Because viewers are online, the interactive needs to be engaging, shareable and not too long.
  87. None
  88. SIMPLE CONCEPT The experience follows our daily routine, which any

    (westerner) can relate to.
  89. PERSONALIZED Like a quiz, the experience will lead you to

    discover how much water you used through your daily routine.
  90. “Your daily dose of water is our most popular infographic”

    SOURCE: MobileHealthNews Emily, GOOD.is
  91. PROJECT CLIENT CATEGORY Earth Insights HP Data-visualization YEAR 2013 MILLIONS

    OF DATA POINTS / EXPLORATION & CONTEXTUALIZED NARRATION
  92. Challenge BIG DATA FOR THE ENVIRONMENT For the first time,

    biodiversity is monitored globally using state-of- the art technology (provided by HP). INTERNATIONAL COLLABORATION HP, Conservation International and TEAM worked together across 16 sites, over 7 years. TOUCH-SCREEN & WEB The project was created specifically for the HP Discover Event
  93. videos/earthinsights.mp4

  94. FUNNEL STRUCTURE The end-result data (the WPI) being quite complex,

    we created a funnel structure taking the user from the high-level to the more detailed.
  95. INTRODUCTION PowerPoint-style slider that sets the context for the interactive.

  96. OVERVIEW The world map helps see the coverage, the yellow

    discs expand and animal pictures flash as the timeline progresses: the visual cues help understand intuitively what the data is about.
  97. TRENDS & DISCOVERY The tap interaction is fun and feel

    like a game of guessing/discovering what the animal will look like. At the same time, the visualization allows to discover trends and prepares for the WPI.
  98. THE WPI The WPI is the end result of all

    this complex research... and is equally complex to understand. It is a statistical indicator which value has no existing unit.
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  104. PROJECT CLIENT CATEGORY Women In Science UNESCO Data-visualization YEAR 2014

    THOUSANDS OF DATA POINTS / EXPLORATION DRIVEN
  105. Challenge ENGAGING REFERENCE UNESCO'S Institute of Statistics (UIS) is all

    about using data to make difference. Tables are boring for a general audience, so making the data engaging was a key element. PARTNERSHIP WITH L'OREAL The interactive was unveiled at the same time as L'Oréal “UNESCO Awards for Women in Science” recipients. TABLET & WEB The interactive need to work on tablets and desktops.
  106. videos/womeninscience.mp4

  107. A PHYSICAL METAPHOR The interface and navigation uses photos and

    physical/real world metaphors to put the data in context.
  108. DRILL-DOWN & DISCOVER Drilling down allows to get the details.

    The Petri-dish adds an element of surprise and opens the exploration.
  109. None
  110. None
  111. PROJECT CLIENT CATEGORY It's My Life Canadian Cancer Society Interactive

    Infographic YEAR 2014 THOUSANDS OF DATA POINTS / NARRATION & SELF-PARAMETERIZATION
  112. Challenge A DIFFICULT TOPIC Talking about cancer, and especially cancer

    data is difficult. The data itself has an inherent scare factor that might make people don't want to look at it. FOCUSED ON ACTION The core message is that we're not powerless and can change our habits to reduce the risk of cancer. LEVERAGING SOCIAL MEDIA Social media should be used to make users commit to changes in their friends network.
  113. None
  114. ANIMATED INTRODUCTION The animated, colourful, illustrated introduction allows to introduce

    the topic while setting a friendly tone and drives attention. The use of animation if particularly effective as it shows the user that there is a rich experience ahead.
  115. PERSONALIZED DATA Users answer a few questions that allow to

    personalize the experience and get data that is more relevant to the user.
  116. ENGAGING INTERACTIONS Questions about lifestyle are asked using very simple

    visual question that involve different types of interaction.
  117. ENGAGING INTERACTIONS Answers give positive feedback or advices that will

    prepare the user to take action.
  118. DETAILS ON DEMAND At any time you can have access

    to finer-grain data that gives you the numbers in detail.
  119. PUBLIC COMMITMENT At the end of the experience, the user

    is invite to commit to changing one action on Facebook & Twitter.
  120. VISITORS 20K unique visitors 28K visits ENGAGEMENT 4:11 spent on

    average at It’s My Life! 5K pledges to change their behaviour
  121. IV 7 things to know when working with data

  122. #1 Data Is Not Information Data needs context to be

    interpreted and turned to information.
  123. None
  124. #2 Data calls for (visual) summaries Visuals and statistics make

    data digestible.
  125. None
  126. #3 Data = Fact (for a lot of people) Numbers

    have an authority that words don't have.
  127. None
  128. #4 Visuals Are The Message The way you choose to

    represent the data defines how people will read it.
  129. HEADLINE “Obama undid the mess left by the previous administration”

    HEADLINE “Just as many jobs were lost during the Bush yeas as during the Obama years”
  130. #5 Data May Not Match Your Story Data won't necessary

    tell the story you would like it to tell (but you can always tweak the charts)
  131. None
  132. None
  133. #6 Data Opens Up Dialogue (and criticism) As there's not

    a single unique way to interpret data, using data means you open up to a conversation.
  134. Same dataset, Three different interpretations Data: Spending of the global

    middleclass, 2009-2030
  135. #7 Data Leads to New Narrative Forms Showing data means

    that you won't be able to explain everything, and will let some of the story be written by the reader.
  136. None
  137. VI The Road Ahead

  138. Information vs Emotion Ad agencies have always been focused on

    emotion, but information is now equally important. PR firms have an advantage in using information to create a meaningful relation with the audience.
  139. Visuals for impact With the ever-growing amount of information, visuals

    can make a tremendous difference in helping get the message across.
  140. Transparency & Measurement Metrics are collected, analyzed but don't necessary

    mean anything. What is important is to spot trends, patterns, which are not visible in numbers but visible once you start exploring the data overall.
  141. Data, data & more data Organizations, companies, government are creating/collecting

    more data. They already need to communicate it, but there are very few service providers who can already deal with it.
  142. Thanks! FFUNCTION @ffunction @ssebastien www.ffctn.com