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Rock your social media data with Tableau

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Anyone can analyze basic social media data in a few steps. But once you’ve started diving into social analytics, how do you bring it to the next level? This session will cover strategies for scaling a social data program. You’ll learn skills such as how to directly connect to your social media data with a Web Data Connector, considerations for building scalable data sources, and tips for using metadata and calculations for more sophisticated analysis.

Published in: Data & Analytics
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Rock your social media data with Tableau

  1. 1. Rock your social media data with Tableau # T C 1 8 # Ta b l e a u G e t s S o c i a l Alexander Loth @xlth aloth@tableau.com
  2. 2. http://bit.ly/tab-social
  3. 3. Agenda Step 1: Understand How to Succeed with Social Media Step 2: Define Your Social Objectives and KPIs Step 3: Assemble Your KPIs Step 4: Connect Your Social Media with Tableau Step 5: Apply Some Tips to Level Up Step 6: Explore Social Media Listening Step 7: Leverage your Analytics Tool Chain Demo
  4. 4. Step 1: Understand How to Succeed with Social Media
  5. 5. Product FinanceSales Operations & IT Social Media Marketing The Customer-Centric Data Strategy #TC18 #TableauGetsSocial @xlth
  6. 6. Develop a Strong Social Media Presence #TC18 #TableauGetsSocial @xlth
  7. 7. Post Regularly and in the Right Formats #TC18 #TableauGetsSocial @xlth
  8. 8. Post Regularly and in the Right Formats #TC18 #TableauGetsSocial @xlth
  9. 9. Step 2: Define Your Social Objectives and KPIs
  10. 10. Relevant Metrics #TC18 #TableauGetsSocial @xlth
  11. 11. Social Objectives Define specific KPIs for social media platforms KPI objectives need to be measurable Metrics should be in line with the business goals #TC18 #TableauGetsSocial @xlth
  12. 12. Relevant Metrics Benchmarks Followers, mentions Audience Impressions, reach, demographics, location, timing Engagements Likes, shares, views, comments, follows Conversions Clicks, leads Opportunities User-generated links, related hashtags Sentiment Brand monitoring, negative feedback #TC18 #TableauGetsSocial @xlth
  13. 13. Audience #TC18 #TableauGetsSocial @xlth
  14. 14. Engagements #TC18 #TableauGetsSocial @xlth
  15. 15. Step 3: Assemble Your KPIs
  16. 16. Marketing Program Effectiveness • Social Reach = Total # of followers across all platforms • Engagement = (# Shares + # Likes + # Comments + …) / # Posts #TC18 #TableauGetsSocial @xlth
  17. 17. Brand Awareness and Reputation #TC18 #TableauGetsSocial @xlth
  18. 18. Lead Generation Effectiveness #TC18 #TableauGetsSocial @xlth
  19. 19. Step 4: Connect Your Social Media with Tableau
  20. 20. How to Get Social Media in Tableau? #TC18 #TableauGetsSocial @xlth
  21. 21. How to Get Social Media in Tableau? Option 1: Directly from the platform Get data directly from Facebook, Twitter, YouTube, and more Option 2: Via web automation Use a service like IFTTT to store data on Google Sheets Option 3: Via web data connector Use Tableau’s web data connector Option 4: Code your own solution Use an API provided by the platform Option 5: Via a third party platform Get data from an integrated social media platform, such as Talkwalker #TC18 #TableauGetsSocial @xlth
  22. 22. Option 1: Directly From the Platform Twitter Snapchat Facebook #TC18 #TableauGetsSocial @xlth
  23. 23. Option 1: Directly From the Platform #TC18 #TableauGetsSocial @xlth
  24. 24. Option 2: Via Web Automation #TC18 #TableauGetsSocial @xlth
  25. 25. Option 2: Via Web Automation #TC18 #TableauGetsSocial @xlth
  26. 26. Option 3: Via Web Data Connector Web Data Connector #TC18 #TableauGetsSocial @xlth
  27. 27. Option 3: Via Web Data Connector #TC18 #TableauGetsSocial @xlth
  28. 28. Option 4: Code Your Own Solution Fetching tweets with R: library(twitteR) library(ROAuth) setup_twitter_oauth("consumer_key", "consumer_secret", "access_token", "access_secret") tweets <- userTimeline("xlth", n = 3200) tweets.df <- twListToDF(tweets) write.csv(tweets.df, file="tweets.csv")
  29. 29. Option 5: Via a Third Party Platform
  30. 30. Option 5: Via a Third Party Platform
  31. 31. Step 5: Apply some Tips to Level Up
  32. 32. 1. Gather Historic Data #TC18 #TableauGetsSocial @xlth
  33. 33. Twitter Stats
  34. 34. 2. It’s About Time! #TC18 #TableauGetsSocial @xlth
  35. 35. 3. Be Consistent Date Channel Content Post type Impressions, reach, likes, comments, shares, replies #TC18 #TableauGetsSocial @xlth
  36. 36. 4. Think About Your Words Small variations can make a difference! Example of A/B testing on Twitter content:
  37. 37. 4. Think About Your Words Starting with a Call to Action (CtA) is always a good idea!
  38. 38. 5. Use Logical Calculations #TC18 #TableauGetsSocial @xlth
  39. 39. 6. Design for Interactivity #TC18 #TableauGetsSocial @xlth
  40. 40. 7. Use a Web Data Connector: Take Advantage of Our Community Facebook Instagram Twitter #TC18 #TableauGetsSocial @xlth
  41. 41. 8. Free Your Data! #TC18 #TableauGetsSocial @xlth
  42. 42. 9. Don’t Forget to Localize Your Data #TC18 #TableauGetsSocial @xlth
  43. 43. 10. Blend and Join Various Data Sources #TC18 #TableauGetsSocial @xlth
  44. 44. Step 6: Explore Social Media Listening
  45. 45. Explore Social Media Listening #TC18 #TableauGetsSocial @xlth
  46. 46. Step 7: Leverage Your Analytics Tool Chain
  47. 47. Leverage Your Analytics Tool Chain #TC18 #TableauGetsSocial @xlth
  48. 48. Apply Text Mining #TC18 #TableauGetsSocial @xlth
  49. 49. Parse Messages with Regex Extract URLs in Tableau with Regex: REGEXP_EXTRACT( [Post Message], '((?:http|https)://(?:[w_- ]+(?:(?:.[w_- ]+)+))(?:[w.,@?^=%&:/~+#- ]*[w@?^=%&/~+#-]))' )
  50. 50. Use Your R and Python Skills Unshorten URLs in Tableau with R: SCRIPT_STR(' newurl <- .arg1 url <- "" while(url != newurl){ data <- system(toString(paste0("curl -I ", newurl)), intern=T) if(sum(grepl("location: ", tolower(data))) == 0){ url <- newurl }else{ data <- subset(data, tolower(substring(data, 1, 9))=="location:") stringurl <- substring(data[1], 11, nchar(data[1])-1) if(substring(stringurl, 1, 4)=="http"){ newurl <- stringurl }else{ url <- newurl } } } return(newurl) ', ATTR([URL Extract]))
  51. 51. Let’s See this in Tableau!
  52. 52. Please complete the session survey from the Session Details screen in your TC18 app
  53. 53. Thank you! #TC18 #TableauGetsSocial @xlth http://bit.ly/tab-social

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