# d a t a 1 7
Alexander Loth
@xlth
Social Media and the
Customer-centric Data Strategy
• Demo
Product
FinanceSales
Operations
& IT
Social
Media
Marketing
Twitter Snapchat Facebook
Web Data Connector
Fetching tweets with R:
library(twitteR)
library(ROAuth)
setup_twitter_oauth("consumer_key", "consumer_secret",
"access_to...
Facebook Instagram Twitter
Extract URLs in Tableau with Regex:
REGEXP_EXTRACT(
[Post Message],
'((?:http|https)://(?:[w_-
]+(?:(?:.[w_-]+)+))(?:[w.,@...
Unshorten URLs in Tableau with R:
SCRIPT_STR('
newurl <- .arg1
url <- ""
while(url != newurl){
data <- system(toString(pas...
Thank you!
Please complete
the session survey
from the Session
Details screen in
your 2017 On Tour
app
aloth@tableau.com
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
Social Media and the Customer-centric Data Strategy #data17
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Social Media and the Customer-centric Data Strategy #data17

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With over three 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.

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  • Wow, great audience! Thanks for joining the session social media and the customer-centric data strategy!
  • My name is Alexander Loth, and I‘m also on Twitter.
  • CERN is well known for its Large Hadron Collider and for its massive amount of data. However since some years social media data started to grown exponentially, and that trend seems to contiune.
  • [SSOFA]
    Solve: don’t know about usefulness of social media data
    Subject: Social Media Analytics
    Overview: Why should I use Social Media? How can I use Social Media with Tableau?
    Feel: Open, confidence
    Action: Apply Social Media Analytics
    Check-in: Is this all right for you?

  • Who else is on Twitter? Lift your hand! Keep your hands up!
    Who of you is on LinkedIn? Keep your hands up!
    Xing? Facebook? Instagram?
  • Data that we will analyse today
    Data is accessible
    Powerful and easy
  • - How to succeed with social media in a customer-centric world
    - Focus on relevant metrics for your strategy
    - How to get Social Media in Tableau?
    - 14 Tips to Level Up
    - Demo
  • How to succeed with social media in a customer-centric world
  • Apple has officially joined Instagram on 7th August 2017. The numbers are just from one day later. And I am not showing that for fun. Apple is the most valuable company in the world because the apply a customer-centric data strategy and culture!
    And there are plenty take-aways 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

    And how do we get every employee to empathize with our customers – put their needs first?
  • We need to develop a strong social media presence!

    You won’t dominate social media if you aren’t participating in the major social platforms. You can’t win if you don’t play.

    Despite the impressive numbers seen on the biggest social networks – including more than 1.7 billion users for Facebook, 450 million for LinkedIn, 300 million for Twitter and roughly 300 million for Google+ – many businesses still haven’t taken the time to build business pages, properly set up their profiles, and begin posting relevant content on a regular basis. In fact, a 2012 McKinsey Global Institute Report stated that almost 70% of businesses have a social media presence but only 3% are maximizing their opportunities.

    This is despite overwhelming evidence that points to the importance of paying attention to details on social media. For instance, your LinkedIn profile is 14 times more likely to be noticed with a photo than without one. To dominate social media, you have to have a compelling and consistent presence. Now is the time to start devoting resources to the task of building a devoted following.
  • Posting regularly to your social accounts and following up on comments and requests should be a cornerstone of your B2B social strategy. You should also develop and document a plan for how to respond to the types of requests you’re likely to receive. These could include positive comments, complaints, questions, product inquiries and more.

    It's also important to choose the right formats. It probably doesn’t surprise you to know that images and video are more effective on social media than plain text posts. They are more noticeable and easier to share and connect with viewers on a deeper level. In one survey, 65% of decision-makers clicked through to a website and 39% of those made a phone call to a new vendor after viewing a video. With those kinds of statistics on your side, you need to ensure you use the most effective medium for communication.

    It’s not enough to simply have video and images. Professionally produced photos and videos enhance your credibility. Additionally, they need to be on-message for your brand and audience. We believe in video so much that we invested a significant amount of money in building a video studio dedicated solely to creating video for businesses.
  • Posting regularly to your social accounts and following up on comments and requests should be a cornerstone of your B2B social strategy. You should also develop and document a plan for how to respond to the types of requests you’re likely to receive. These could include positive comments, complaints, questions, product inquiries and more.

    It's also important to choose the right formats. It probably doesn’t surprise you to know that images and video are more effective on social media than plain text posts. They are more noticeable and easier to share and connect with viewers on a deeper level. In one survey, 65% of decision-makers clicked through to a website and 39% of those made a phone call to a new vendor after viewing a video. With those kinds of statistics on your side, you need to ensure you use the most effective medium for communication.

    It’s not enough to simply have video and images. Professionally produced photos and videos enhance your credibility. Additionally, they need to be on-message for your brand and audience. We believe in video so much that we invested a significant amount of money in building a video studio dedicated solely to creating video for businesses.
  • We need to Focus on relevant metrics for your strategy

    Speaking of views and other so-called “vanity metrics,” how do you assess whether your social campaigns are effective or not? Having the most followers doesn’t guarantee success. Success is measured by relationships built and customers gained.

    If you struggle to find the right metrics to gauge your performance, you’re certainly not alone. More than 60% of marketers say that measuring ROI is the biggest challenge associated with social media marketing. But while gleaning real data from vague social inputs might be daunting, it’s not impossible.

    The key is to break feedback into two different stages. First, assess whether viewers are paying attention to your messaging. Whether it’s images, videos, ads, or other media, you should track views and shares. These don’t necessarily lead to other results, but they give you a sense of whether your plan is working.
  • Financial Revenue Sheet vs. Retweets
  • benchmark von kanälen, wie häufig sharen prospects zu customer, was sagen diese im Unterschied, social roi

    Choose your top 3 KPIs - can't be too much for one dashboard!
  • When is the best time to post on Facebook? When does my audience engadge with my content?
  • Here we can see which are the most engaging Twitter users that reweet and favorite Tableau‘s twitter posts!
  • Are our posts driving traffic to our site?
    Which content was most attractive to our followers?
    Which pages were visited most?
  • How to get Social Media in Tableau?
  • So many SM
    Centralize them in one place
  • (slide for hand-out only)
  • Option 1: directly from the platform
    Get data directly from Facebook, Twitter, YouTube, and more


    Download CSV from the social media platform
  • How is the data structured?
    One row for every piece of content / post
    Each column = different metric
  • Option 2: via a third party platform
    Get data from an integrated social media platform, such as Talkwalker
  • Option 3: via Web Data Connector
    Use Tableau’s Web Data Connector

    WDC allows Tableau to connect web based data
  • Look for the Web Data Connector
    of the data you care about
    2. Find the Web Data Connector option
    in Tableau’s list of connection
    3. Copy / Paste the URL of the Web Data Connector
  • Option 4: code your own solution
    Use an API provided by the platform
  • Certain Social media, you can’t download the data after a certain time. So take the time now to gather as much data that you can to set your future. Instead to have a snapshot of your data and the lifetime of ur data.
  • Do more with time. What is happening at the right time. You can do a lot with date, most popular time to post and how it varies for a weekday. Time zone convertion, user looking at the right time
  • Be sure u compare apples to apples
  • All about conversation, messy data. How to do more with the text. Top performing post, call of action, look at the structure
  • All about conversation, messy data. How to do more with the text. Top performing post, call of action, look at the structure
  • Powerful tool to work with social data!
    Compare if tweets with hashtags or certain sentence structure perform better and get more retweeted!
    Or look at the more performance between a organic post and promoted!
  • So many information and ways to analyse them. Create impact!
  • Social listening = outside of your own content, Biggest conversation. Looking at the content of your website. Live stream data from multiple platform
    Talkwalker offers AI for image recognition! Aggregation for online/offline media!
  • Share to decision maker, share with other people in your department or across
    Social media can be useful to everybdy
  • Combine different data sources, BIG picture
  • Determine the frequency of certain words
    By calling functions from underlying database


  • If there is a way to edit the phone image to look like the actual app (should have a test version in Sept) that will be ideal.
    Not sure we need to give them two options for this slide.
  • This is to give attendees the speaker’s contact info if they wish
  • Social Media and the Customer-centric Data Strategy #data17

    1. 1. # d a t a 1 7 Alexander Loth @xlth Social Media and the Customer-centric Data Strategy
    2. 2. • Demo
    3. 3. Product FinanceSales Operations & IT Social Media Marketing
    4. 4. Twitter Snapchat Facebook
    5. 5. Web Data Connector
    6. 6. 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")
    7. 7. Facebook Instagram Twitter
    8. 8. Extract URLs in Tableau with Regex: REGEXP_EXTRACT( [Post Message], '((?:http|https)://(?:[w_- ]+(?:(?:.[w_-]+)+))(?:[w.,@?^=%&:/~+#- ]*[w@?^=%&/~+#-]))' )
    9. 9. 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]))
    10. 10. Thank you!
    11. 11. Please complete the session survey from the Session Details screen in your 2017 On Tour app
    12. 12. aloth@tableau.com

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