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In our latest 30 min webinar, we discussed advanced tips for writing Queries, from ways to optimize your standard brand Queries to extra special tricks to find more specific types of conversation. The slides also gives you a preview of an exciting new addition to the Brandwatch Query toolkit.
Citation preview
Getting the most from your monitoring: Amazing advanced Query tips
Gemma Cooper Head of Professional Services - Berlin [email protected] @gcooperisms
Nate Walton Data Scientist [email protected] @moltentofu
© 2014 Brandwatch | www.brandwatch.com | 2
Coming Up
• How to test your Query
• Tips for removing spam
• How to write research Queries
• Using our new operators
• Q&A
#brandwatchtips
• Ask questions in the session chat • Tweet about our discussion:
A copy of this presentation and a recording of this webinar will be made available after the webinar
Don’t be shy/ We’d love your participation
@brandwatch #brandwatchtips
© 2014 Brandwatch | www.brandwatch.com | 3 #brandwatchtips
Testing your Query
© 2014 Brandwatch | www.brandwatch.com | 4 #brandwatchtips
Query Testing: First Steps
Start queries as simply as possible, check the last page.
© 2014 Brandwatch | www.brandwatch.com | 5 #brandwatchtips
Always test more!
Test in segments Review in dashboard
Try context Try exclusions
Try both
If you have irrelevancy:
Try to refine your objective
Try the tips for relevancy
If your volume is too high:
Query Testing: Theory
© 2014 Brandwatch | www.brandwatch.com | 6 #brandwatchtips
Actual J.P. Morgan Chase Conversation
“Chase”
NOT (chase AND money)
“J.P. Morgan Chase”
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Tips for removing spam
© 2014 Brandwatch | www.brandwatch.com | 7 #brandwatchtips
Removing Spam: Types of Spam
Keyword stuffing / link spamming
© 2014 Brandwatch | www.brandwatch.com | 8 #brandwatchtips
Blog / scraped content spam
Removing Spam: Types of Spam, cont.
Twitter / FB spam-bots
© 2014 Brandwatch | www.brandwatch.com | 9 #brandwatchtips
Removing Spam
Spammers target some industries more: fashion, automotive, pharma, cosmetics, finance – aspirational & consumer brands
Instead of targeting individual authors or sites, target language:
• Inappropriate language (“viagra”, “air jordan”, “porn”)
• Calls to action (“see deals”, “click now”)
• Aggressive language (“FOR SALE”)
• Excessively repeated words (“deals deals deals”)
• Authors with odd names (“user”, “admin”, “__iphone”)
• Reseller language (“bids”, “$”)
© 2014 Brandwatch | www.brandwatch.com | 10 #brandwatchtips
How to write research Queries
© 2014 Brandwatch | www.brandwatch.com | 11 #brandwatchtips
Research Queries/ What are they?
Research queries can be constructed to capture online mentions about any topic you choose, or from a particular group/s you might want to analyze or target.
© 2014 Brandwatch | www.brandwatch.com | 12 #brandwatchtips
Hair Loss Unemployment
Plastic
Holiday Seekers
Diet Insomnia
Research Queries/ London Commuters
© 2014 Brandwatch | www.brandwatch.com | 13 #brandwatchtips
Research Queries/ Steps to writing a good Query
1. Define the search objective 2. Research the topic
3. Construct and test in Brandwatch 4. Review good proportion of results
5. Check mentions in a dashboard
6. Manual exclusions for clean samples 7. Personal pronouns
8. ‘Thinking’ terms for opinions (thought, consider, think etc..)
© 2014 Brandwatch | www.brandwatch.com | 14 #brandwatchtips
Research Query/ Example
Looking for conversations about recommendations for holiday destinations
© 2014 Brandwatch | www.brandwatch.com | 15 #brandwatchtips
Introducing our brand new operators…
© 2014 Brandwatch | www.brandwatch.com | 16 #brandwatchtips
New Operators
at_mentions: Hashtags:
© 2014 Brandwatch | www.brandwatch.com | 17 #brandwatchtips
New Operators/ example
© 2014 Brandwatch | www.brandwatch.com | 18 #brandwatchtips
New Operators/ at_mentions: & hashtags:
• Quicker and easier to build Queries • More accurate • Not case sensitive • Can be also be used in Rules
© 2014 Brandwatch | www.brandwatch.com | 19 #brandwatchtips
Q&A
© 2014 Brandwatch | www.brandwatch.com | 20 #brandwatchtips
© 2014 Brandwatch | www.brandwatch.com | 21 #brandwatchtips
A day jam-packed with handy how-tos, expert advice and tips.
Thursday May 8, 2014 in NYC
© 2014 Brandwatch | www.brandwatch.com | 22 #brandwatchtips
Sign up: brandwatch.com/masterclass
Contact
Email [email protected]
Web http://www.brandwatch.com
Twitter @brandwatch
Telephone
UK: +44 (0)1273 234 290 US: +1 212 229 2240 DE: +49 (0)711 912 441 59
© 2014 Brandwatch | www.brandwatch.com | 23 #brandwatchtips