Let's Analyse Social Media Data with Tableau (Tableau Conference On Tour 2015)

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Michelle WallaceProduct Marketing Coordinator, Tableau Software

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Presented by:

Let’s Analyse Social Media Data with Tableau

tabsoft.co/AnalyseSocial

tabsoft.co/AnalyseSocial

• The strengths of social media• 4 key questions to ask• Our dashboards• 3 Tableau tricks to get the most out of your data

Agenda

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Social media is pretty awesome.

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But how can data help?

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• Grow a community of people who are passionate about data

• Empower, inspire, and amplify the voices of that community

• Keep that community informed• Listen to the feedback of that community• Treat that community as an extension of our

marketing team

Our approach

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4 key questions to ask

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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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Does it impact our community?

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tabsoft.co/AnalyseSocial

Top social media referrer in June

Dominated blog shares for 7+ days

15k+ people reached on Facebook

Lost 10 followers

What this looks like on a dashboard

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That’s cool… But my data doesn’t look like that.

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Facebook Insights

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Key metrics

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Key metrics

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Twitter’s Activity Dashboard

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Key metrics

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• Looks at site referrals & activity• You can segment your data in Google Analytics• Direct Tableau connection

Google Analytics

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Key metrics

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Demonstration

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Calculations used in the demo

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

tabsoft.co/AnalyseSocial

Calculations used in the demo

To Recognize Oddly Formatted Dates:

DATEPARSE("yyyy-MM-dd hh:mm", [time])

To Group Similar Referral Sources Together:IF CONTAINS ([Full Referrer], "twitter") then "Twitter" ELSEIF CONTAINS ([Full Referrer], “facebook”) then “Facebook” ELSEIF CONTAINS ([Full Referrer], "plus.google") then "Google+" ELSEIF CONTAINS ([Full Referrer], "linkedin") then "LinkedIn" ELSE "Other" END

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More info on the date calculation

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Download a sample dashboard

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Thank you!

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