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.

1. Social Media and the Customer-
centric Data Strategy
Alexander Loth
Tableau
# D a t a S t r a t e g y

2. Alexander Loth
aloth@tableau.com
@xlth
# D a t a S t r a t e g y

8. Demo

10. Marketing
FinanceSales
IT
Product Operations
• Wrap your data around your
customers to create business
value
• Interact with your customer in
a natural way
• Understand your customer and
customer behaviour better by
analyzing social media data

23. Twitter Snapchat Facebook

27. Web Data Connector

29. 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")

39. Facebook Instagram Twitter

45. Determine the frequency of certain words

46. Extract URLs in Tableau with Regex:
REGEXP_EXTRACT(
[Post Message],
'((?:http|https)://(?:[w_-
]+(?:(?:.[w_-]+)+))(?:[w.,@?^=%&:/~+#-
]*[w@?^=%&/~+#-]))'
)

47. 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]))

49. Please complete
the session survey
from the Session
Details screen in
your TC17 app

50. Thank you!

51. Alexander Loth
aloth@tableau.com
@xlth
# D a t a S t r a t e g y