Schlagwort: Social Media

#TC18 Sessions: Rock your Social Media Data with Tableau

My TC18 sessions in New Orleans: "Rock your Social Media Data with Tableau"
My TC18 sessions in New Orleans: „Rock your Social Media Data with Tableau“

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.

First session: Tues, 23 Oct,  12:30-1:30 (Location: MCCNO – L3 – 333)

Second session: Wed, 24 Oct, 10:15-11:15 (Location: MCCNO – L3 – 346)

Twitter Analysis #TC18 Dashboard featured as Tableau Public Viz of the Day
Twitter Analysis #TC18 Dashboard featured as Tableau Public Viz of the Day

Here are some key takeaways and links (i.e. additional resources) featured during my TC18 sessions to help you formulate your social media data program in order to build a stronger presence and retrieve powerful insights:

Prolog: Introducing data artist Noah

Step 1: Understand How to Succeed with Social Media

Apple has officially joined Instagram on 7th August 2017. This isn’t your average corporate account as the company doesn’t want to showcase its own products. Instead, Apple is going to share photos shot with an iPhone:

The Customer-Centric Data Strategy

Apple’s Instagram account is more an extension of the “Shot on iPhone” billboard ad campaign.

And there are plenty takeaways for every business:

  • Wrap your data around your customers, in order to create business value
  • Interact with your customer in a natural way
  • Understand your customer and customer behaviour better by analyzing social media data

Step 2: Define Your Social Objectives and KPIs

A previous record-holding tweet: In 2014, actor and talk show host Ellen DeGeneres took a selfie with a gaggle of celebrities while hosting the Oscars. That photo has 3.44 million retweets at the time of writing:

Social Objectives:

  • Define specific KPIs for social media platforms
  • KPI objectives need to be measurable
  • Metrics should be in line with the business goals

Step 3: Assemble Your KPIs

Brand Awareness and Reputation

Step 4: Connect Your Social Media with 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, e.g. the Twitter Web Data Connector by Alex Ross (a.k.a. Tableau Junkie) -> http://bit.ly/tc18_twitter

Option 4 – Code your own solution: Use an API provided by the platform -> http://bit.ly/tc17_r_fetch

Option 5 – Via a third party platform: Get data from an integrated social media platform, such as Talkwalker -> http://bit.ly/tc17_talkwalker

Talkwalker - Via a Third Party Platform

Step 5: Apply some Tips to Level Up

Gather Historic Data

Step 6: Explore Social Media Listening

Social listening means that you look beyond your own content. E.g. Talkwalker offers AI for image recognition and ggregation for online/offline media: http://bit.ly/tc17_talkwalker

Step 7: Leverage Your Analytics Tool Chain

Use Your R and Python Skills

Demo/Tutorial: Let’s See this in Tableau!

How to analyse Social Media traffic with Google Analytics in Tableau (YouTube):

How to analyse Social Media data from Twitter in Tableau (YouTube):

Slide Set

The slides presented at Tableau Conference are also available on SlideShare.

Are you on Social Media?

Feel free to retweet/share:

[Update 25 Oct 2018]: Missed the sessions? Watch the recording online!

Join my Social Media Analytics sessions at Tableau Conference #TC18

Are you ready for Tableau Conference 2018? Don’t miss my Social Media Analytics sessions!

Why do we need Social Media Analytics?

Social Media Analytics transforms raw data from social media platforms into insight, which in turn leads to new business value.

What will your learn in this sessions?

Once you dive into Social Media Analytics, how do you bring it to the next level? Social data can offer powerful insights right away. In this session, you will learn how to build a mature social data program from that foundation and strategies for scaling a social data programme, as well as how to connect directly 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.

Where and when are the sessions?

Do you want to learn more about Social Media Analytics with Tableau? Meet me at the 2018 Tableau Conferences in London or New Orleans and join my sessions:

Anything to prepare?

Yes, I’m glad that you ask:

[Update 5 Jul 2018]:

[Update 6 Jul 2018]:

10,000 Followers on Twitter!

10,000 followers on Twitter!

10,000 followers on Twitter! Thank you everyone for all the fun, joy and support you provide! And thank you to the 150 who joined this week! Totally made my day!

Also thank you to Brandwatch who recently listed me as one of the top Digital Transformation influencer in Germany.

Do you want to track your own Twitter profile? Collect your Twitter stats with IFTTT and the tstats script!

Update 3 Aug 2018: I hit the 11k follower mark on Twitter just a few days after the first German-language Tableau book became available on Amazon and in many local book stores!

Datenvisualisierung mit Tableau
$24.92
View on Amazon

Social Media and the Customer-centric Data Strategy #data17 #resources

Social media marketing mix
Do you analyze your social media marketing mix? | Photo Credit: via Richard Goodwin

With over 3 billion active social media users, establishing an active presence on social media networks is becoming increasingly essential in getting your business front of your ideal audience. These days, more and more consumers are looking to engage, connect and communicate with their favorite brands on social media.

Adding social media to your customer-centric data strategy will help boost brand awareness, increase followership, drive traffic to your website and generate leads for your sales funnel. In 2017, no organization should be without a plan that actively places their brand on social media, and analyzes their social media data.

Once you’ve started diving into social media analytics, how do you bring it to the next level? This session covers a customer-centric data strategy for scaling a social media data program.

Here are the links (i.e. additional resources) featured during the session to help you formulate your social media data program in order to build a stronger presence and retrieve powerful insights:

The Data Opportunity

TC17 Social Media Slides: The Data Opportunity

Focus on relevant metrics for your strategy

TC17 Social Media Slides: Sentiment Analysis

How to get Social Media in Tableau?

TC17 Social Media Slides: 3rd Party Platform Talkwalker

Tips to Level Up

TC17 Social Media Slides: Unshorten URLs in Tableau with R

Tutorials and Slide Set

The slides and tutorials presented at Tableau Conference on Tour in Berlin are also available on SlideShare, and on YouTube in English and German.

English Tutorials

German Tutorials

Slide Set

7 Fragen, die Unternehmen helfen ihr Ergebnis mit Social Media zu steigern

Twitter Sentiment Analysis: klicken, um interaktives Dashboard zu öffnen
Twitter Sentiment Analysis: klicken, um interaktives Dashboard zu öffnen

Ist der Einsatz sozialer Netze in Ihrem Unternehmen auf Marketing beschränkt, und lässt dadurch Chancen ungenutzt?

Noch immer schöpfen viele Unternehmen in Deutschland die Möglichkeiten von Social Media nur unzureichend aus. Die meisten Firmen nutzen Social Media lediglich als Marketinginstrument, senden zum Beispiel in Intervallen die gleichen Inhalte. Wesentlich weniger Unternehmen setzen Social Media dagegen in der externen Kommunikation, in Forschung und Entwicklung, zu Vertriebszwecken, oder im Kundenservice ein.

Nachfolgend betrachten wir die Twitter-Kommunikation von vier Social-Media-affinen Unternehmen etwas näher, und zeigen anhand sieben Fragestellungen was sie anders machen und wo die übrigen Nachholbedarf haben.

1. Wann und wie werden Tweets gesendet?

Ein Blick auf das Histogram lässt auf reichlich Interaktion schließen (Tweets und Replies), während das Weiterverbreiten von Tweets (Retweets) eher sporadisch auftritt:

 

2. Wie umfangreich sind die Tweets?

Wie es scheint, reitzen die meisten Tweets die von Twitter vorgesehenen 140 Zeichen aus – oder sind zumindest nahe dran:

 

3. An welchen Wochentagen wird getweetet?

Am Wochenende lässt die Kommunikation via Twitter nach. Die Verteilung der Emotionen bleibt dabei gleich, unterscheidet sich aber von Unternehmen zu Unternehmen:

 

4. Zu welcher Tageszeit wird getweetet?

Auch nachts werden weniger Tweets verfasst. Bei Lufthansa kommt es dabei recht früh zu einem Anstieg durch Pendler-Tweets, etwas später tritt dieser Effekt bei der Deutschen Bahn ein: 

 

5. Welche Art der Kommunikation herrscht vor?

Der hohe Anteil an Replies bei Telekom, Deutsche Bahn und Lufthansa impliziert, dass diese Unternehmen Twitter stark zum Dialog nutzen. Unter den Tweets der Deutsche Bank ist hingegen der Anteil an Retweets – insbesondere bei jenen mit Hashtag – deutlich höher, was auf einen höheren Nachrichtengehalt schließen lässt:

 

6. Welche User sind besonders aktiv?

Nun betrachten wir die Twitter-User, welche die entsprechend Twitter-Handles der Unternehmen besonders intensiv nutzen:

 

7. Welche Tweets erzeugen Aufmerksamkeit?

Diese Frage lässt sich am besten interaktiv im Dashboard (siehe auch Screenshot oben) untersuchen. Entscheidend ist bei dieser Betrachtung die Ermittlung der Emotion durch eine Sentiment-Analyse.

Je nach Emotion und Kontext ist es vor allem für das adressierte Unternehmen von Interesse rechtzeitig und angemessen zu reagieren. So lässt sich eine negative Stimmung frühzeitig relativieren, und so Schaden an der Marke abwenden. Positive Nachrichten können hingegen durch Weiterreichen als Multiplikator dienen.