Page 88 - 2019 CXC Annual Report

CARIBBEAN EXAMINATIONS COUNCIL ANNUAL REPORT 2019

Public Relations and Stakeholder Relationship Management

Digital Presence Growing

The Caribbean Examinations Council (CXC®) has experienced In total, nearly six million stakeholders have engaged CXC® via
significant growth in its digital presence in 2019 as it continues its various online platforms. This has been streamlined via our
to engage with its various stakeholders online. By deploying a strategic use of Freshdesk - an online cloud-based customer
suite of digital platforms, which include social media, mobile, service software which provides helpdesk support. Through
live streaming, webinars, intranet and websites to reach more analytics, Freshdesk has provided CXC® with the data needed
than 500,000 users on a monthly-basis. to reveal trends and issues, which inform the way we address
our stakeholders.
The Council’s corporate website (CXC.org) remains the most
widely subscribed avenue for our stakeholders to acquire Throughout the year, CXC® has utilized social media to inform
information and educational resources. When compared with and engage its users by providing current news, live streams,
the corresponding period in 2018, the average pages people webinars, educational and inspirational messages, and to
viewed during a browsing session on our website increased by amplify posts from our partner agencies. Facebook remains
42 per cent, and the percentage of new visitors has increased our most dominant platform reaching a monthly average of
by five per cent. This increase can be attributed to the fresh 250,000 users. Facebook audience has grown by eight per
relevant content CXC® produces. cent. Twitter has also grown steadily, and our users have
watched the equivalent of 144 days of video content on
Our website analytics reveal that the main source of our web YouTube.
traffic is via organic search. More than 80 per cent of our
users are driven by specific keyword searches, illustrating the As we move into 2020, our goal is to relaunch a newly
crucial nature of efficient Search Engine Optimisation (SEO), redesigned website alongside a new Artificial Intelligence
which allows users to quickly locate the information they are driven chat bot to better engage our stakeholders.
searching for.

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