let's analyze social media data with tableau!

PRESENTED BY:

Sasha Pasulka, Michelle WallaceSenior Product Marketing Manager, Product Marketing Analyst, Tableau Software

LET’S ANALYZE SOCIAL MEDIA DATA WITH TABLEAU

#data14

Agenda

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• The role of data in social media

• How to get started

• Key questions

• Dashboard demo

• Key metrics

• How-to demo

THE ROLE OF DATA IN SOCIAL MEDIA

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“How do you succeed at B-to-B social media?”

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You are asking the wrong question.

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P-to-P

“How do you measure ROI on social media?”

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You are asking the wrong question.

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Community

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Be a person.

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Amplify voices.

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Take risks.

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After you’ve mastered all that …

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Use data.

HOW TO GET STARTED

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“Social media managers and analysts have one of the toughest jobs in digital marketing today.”

- Kohki Yamaguchi, 20 Reasons Why Social Analytics Is a Nightmare—And What To Do About It

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KEY QUESTIONS

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What should we post?

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When should we post it?

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How are people engaging?

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What happens next?

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DASHBOARD DEMO

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KEY METRICS

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Facebook

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Facebook

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Facebook

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Facebook

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LIFETIME POST TOTAL REACH

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LIFETIME POST STORIES

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HIDE_CLICKS

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Twitter

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ENGAGEMENTS

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YouTube

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YouTube

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YouTube

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Google Analytics

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FULL REFERRER

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SOURCE

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Google Analytics

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HOW-TO DEMO

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Calculations I use in the demo

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To Dynamically Choose an Engagement Metric:CASE [Parameters].[What I’m Measuring] WHEN "Retweets" THEN [Retweets] WHEN "Replies" THEN [Replies] WHEN "Follows" THEN [Follows] WHEN "Favorites" THEN [Favorites] WHEN "Url Clicks" THEN [Url Clicks] END

To Group Similar Referral Sources Together:

IF CONTAINS ([Source], "twitter") then "Twitter" ELSEIF CONTAINS ([Source], “facebook”) then “Facebook” ELSEIF CONTAINS ([Source], "plus.google") then "Google+" ELSEIF CONTAINS ([Source], "linkedin") then "LinkedIn" ELSEIF CONTAINS ([Source], "youtube") then "YouTube" ELSE "Other" END

Take-aways

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• Social media data is difficult—but even basic insights are powerful.

• You don’t have to analyze it all. Focus on the metrics that matter to you right now.

• Treat each channel differently. Ask questions that are suited to that data.

• Keep iterating!

Sasha Pasulka

@SashRocks

Michelle Wallace

@wordsbywallace

A Few Other People

@tableau

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#data14

Thank you!

“Sifting for Deeper Insights from Your Social Media Data” by Isaac Obezo & Mike Klaczynski•Thursday at 12:00–1:00 PM•Room 303•Intermediate

“Making Sense of Your Many Marketing Data Sources” by Sasha Pasulka•Wednesday at 10:45–1:45 AM•Room 604•Intermediate

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