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.

Transcript

1. FFunction
   Harnessing the power
   (and credibility) of data
   in your PR strategy
   Sébastien Pierre FFunction
   @Engagement+Impact CPRS
   Montréal, 02 juin 2015
   

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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)
   

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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
    

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15. The question is why are we seeing
    such a trend, and why are so many
    organizations jumping on the bandwagon
    

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16. I
    Internet & the new landscape
    of communication
    

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17. The Internet caused
    a few dramatic changes
    that have deeply impacted
    the way we communicate
    over the last 10 years
    

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18. EVERYBODY IS A NEWS SOURCE
    Blogs gave individuals a voice
    and allowed them to reach millions,
    competing with major news sources.
    

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19. THE RISE OF CONVERSATION
    The communication dynamic
    shifted from broadcast (one-way)
    to online conversation.
    

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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..
    

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21. All these important changes
    happened rather quickly
    and had a deep impact on our expectations
    as consumers of information
    

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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.
    

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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.
    

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24. 3. MORE ENGAGEMENT!
    The notion of community
    of readers/users is
    increasingly important.
    Sharing & conversations
    are key to engagement.
    

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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.
    

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26. Data as a creative material
    

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27. Data as a creative material
    Similar diversity, Philipp Steinweber & Andreas Koller, 2001
    

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28. II
    Early Adopters
    

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29. EARLY ADOPTER
    The New York Times
    

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30. Context
    News industry on the decline,
    people less inclined to pay for news,
    rise of tablet/mobile, print format
    less relevant.
    

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31. Approach
    Create data-driven articles that offer
    a unique perspective in our world.
    

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

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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.
    

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34. EARLY ADOPTER
    General Electric
    

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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/
    

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36. Approach
    Create data-driven
    articles that offer a
    unique perspective in our
    world.
    

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37. Visualizing.org
    Create an online community
    where organizations share
    data and people create
    visualizations, infographics
    & narratives.
    

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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.
    

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39. CASE STUDY
    The Bill & Melinda Gates
    Foundation
    

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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.»
    

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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
    

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42. Approach
    Create infographics targeted to
    specific causes, with an emphasis on
    factual information supporting the
    foundation's goals
    

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43. Approach
    Create an interactive, engaging
    reading experience with the annual
    letter, using data, numbers, charts
    and photos.
    

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44. Approach
    Leverage social media and create
    snackable bits of information, either
    in the form of short videos or
    infographic tiles.
    

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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.
    

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46. III
    TYPES OF DATA
    

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47. TYPES OF DATA
    Statistics & Factoids
    

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48. Source: Inequality.org
    « In the United States, income inequality,
    or the gap between the rich and everyone else,
    has been growing markedly »
    

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49. Source: Inequality.org
    « In 2009, CEOs of major U.S. corporations
    averaged 263 times the average compensation of
    American workers. »
    

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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
    

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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”
    

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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”
    

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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
    

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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”
    

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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”
    

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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.
    

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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.
    

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58. Uses
    PRESS
    RELEASES
    SHORT
    ARTICLES
    INFOGRAPHICS TWEETS
    

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59. TYPES OF DATA
    Aggregates
    

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60. SOURCE: The Economist
    

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61. SOURCE: OECD
    

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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
    

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63. Uses
    ARTICLES REPORTS INFOGRAPHICS
    

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64. TYPES OF DATA
    Raw data
    

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65. SOURCE: UNESCO
    

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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.
    

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68. Uses
    REFERENCE DATA
    VISUALIZATION
    DATABASES
    

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69. Ease of communication
    INFORMATION COMPLEXITY
    Potential for insights
    

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70. IV
    Case Studies
    

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71. SIMPLE
    DATA
    COMPLEX
    DATA
    NARRATION
    DRIVEN
    EXPLORATION
    DRIVEN
    

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72. SIMPLE
    DATA
    COMPLEX
    DATA
    NARRATION
    DRIVEN
    EXPLORATION
    DRIVEN
    

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73. PROJECT
    PROJECT
    CLIENT
    CATEGORY
    Sleep is awesome!
    Sleep is awesome!
    ZEO
    Infographic
    YEAR
    2012 SIMPLE
    DATA
    /
    STRONG
    NARRATIVE
    

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74. View Slide

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.
    

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76. View Slide

77. View Slide

78. View Slide

79. View Slide

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
    

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81. View Slide

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
    

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83. PROJECT
    PROJECT
    CLIENT
    CATEGORY
    Your Daily Dose of Water
    Good Magazine
    Interactive Infographic
    YEAR
    2012 FACTOIDS &
    STATISTICAL MODELS
    /
    NARRATION &
    SELF-PARAMETERIZATION
    

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84. View Slide

85. View Slide

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.
    

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87. View Slide

88. SIMPLE CONCEPT
    The experience follows our daily routine,
    which any (westerner) can relate to.
    

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89. PERSONALIZED
    Like a quiz, the experience will lead you to
    discover how much water you used through
    your daily routine.
    

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90. “Your daily dose of
    water is our most
    popular infographic”
    SOURCE: MobileHealthNews
    Emily, GOOD.is
    

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91. PROJECT
    CLIENT
    CATEGORY
    Earth Insights
    HP
    Data-visualization
    YEAR
    2013 MILLIONS
    OF DATA POINTS
    /
    EXPLORATION &
    CONTEXTUALIZED NARRATION
    

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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
    

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93. videos/earthinsights.mp4
    

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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.
    

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95. INTRODUCTION
    PowerPoint-style slider that sets the context
    for the interactive.
    

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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.
    

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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.
    

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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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99. View Slide

100. View Slide

101. View Slide

102. View Slide

103. View Slide

104. PROJECT
     CLIENT
     CATEGORY
     Women In Science
     UNESCO
     Data-visualization
     YEAR
     2014 THOUSANDS
     OF DATA POINTS
     /
     EXPLORATION
     DRIVEN
     

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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.
     

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106. videos/womeninscience.mp4
     

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107. A PHYSICAL METAPHOR
     The interface and navigation uses photos
     and physical/real world metaphors to put
     the data in context.
     

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108. DRILL-DOWN & DISCOVER
     Drilling down allows to get the details. The
     Petri-dish adds an element of surprise and
     opens the exploration.
     

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109. View Slide

110. View Slide

111. PROJECT
     CLIENT
     CATEGORY
     It's My Life
     Canadian Cancer Society
     Interactive Infographic
     YEAR
     2014 THOUSANDS
     OF DATA POINTS
     /
     NARRATION &
     SELF-PARAMETERIZATION
     

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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.
     

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113. View Slide

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.
     

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115. PERSONALIZED DATA
     Users answer a few questions
     that allow to personalize the
     experience and get data that is
     more relevant to the user.
     

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116. ENGAGING INTERACTIONS
     Questions about lifestyle are
     asked using very simple visual
     question that involve different
     types of interaction.
     

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117. ENGAGING INTERACTIONS
     Answers give positive feedback
     or advices that will prepare the
     user to take action.
     

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118. DETAILS ON DEMAND
     At any time you can have
     access to finer-grain data that
     gives you the numbers in
     detail.
     

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119. PUBLIC COMMITMENT
     At the end of the experience,
     the user is invite to commit to
     changing one action on
     Facebook & Twitter.
     

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120. VISITORS
     20K unique visitors
     28K visits
     ENGAGEMENT
     4:11 spent on average at It’s My Life!
     5K pledges to change their behaviour
     

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121. IV
     7 things to know
     when working with data
     

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122. #1
     Data Is Not Information
     Data needs context to be
     interpreted and turned to
     information.
     

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123. View Slide

124. #2
     Data calls for (visual)
     summaries
     Visuals and statistics make data
     digestible.
     

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125. View Slide

126. #3
     Data = Fact
     (for a lot of people)
     Numbers have an authority that
     words don't have.
     

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127. View Slide

128. #4
     Visuals Are
     The Message
     The way you choose to represent
     the data defines how people will
     read it.
     

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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”
     

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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)
     

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132. View Slide

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.
     

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134. Same dataset, Three different
     interpretations
     Data: Spending of the global middleclass, 2009-2030
     

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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.
     

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136. View Slide

137. VI
     The Road Ahead
     

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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.
     

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139. Visuals
     for impact
     With the ever-growing amount of
     information, visuals can make a
     tremendous difference in helping get
     the message across.
     

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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.
     

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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.
     

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142. Thanks!
     FFUNCTION
     @ffunction
     @ssebastien
     www.ffctn.com
     

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