let's analyze social media data with tableau!
DESCRIPTION
Social media data is hot stuff, but it sure can be tricky to understand! In this presentation, Sasha Pasulka and Michelle Wallace share how they analyze Facebook, Twitter, and YouTube data—for and with Tableau Software.TRANSCRIPT
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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LIFETIME POST TOTAL REACH
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LIFETIME POST STORIES
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HIDE_CLICKS
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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
Check out these sessions:
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