Keyword Setup Guide for Effective Social Listening

Contents

About MutualMind Monitoring Coverage Keyword Setup Guide

a. Listening Pyramid

b. Keywords Research

c. Setup in MutualMind

d. 7 Tips for Effective Keyword Setup Express Keywords – Setup, Examples, Best Practices Advanced Keywords – Setup/Editing, Examples, Tips and Best

Practices Exclusions Help and Support

About MutualMind

• Product – Social Media Monitoring, Analytics and Management • Analyst Coverage by Forrester, Web Liquid, Butler Research and

more

MutualMind Capabilities

Social Business Stack by Altimeter Group

Monitoring Sources & Coverage

We automatically search for mentions of keywords in a campaign across ALL sources listed above. Data collection process starts as soon as you add a keyword to a campaign.

Blogs include blog posts, comments on posts, forums and other RSS and non-RSS sources. Our blog coverage includes over 4 million top blogs and feeds, review sites* (e.g. Yelp, Amazon, Trip Review) and Q & A sites* (LinkedIn answers, Yahoo answers etc).

Keyword Setup Guide

• A successful social listening campaign starts with a well-thought out list of search terms called keywords.

• Please refer to this blog post to learn more about ‘Social Listening Pyramid’, an iterative process to improve results.

Social Listening Pyramid: 5 Steps

1. Initial Keyword Setup: You start listening for a theme or topic using an initial set of keywords. These keywords could range from simple keywords to phrases to complex queries with AND, OR, NOT operators.

2. Optimize Listening: You optimize the keyword setup in 2 ways: by tweaking the queries to ensure that you are not missing any content of interest and by excluding irrelevant results.

3. Filter, Sort and Search: In the third step, you work through the results using a combination of techniques: filter on various dimensions (type of keyword, sentiment, source, location and so on), sorting of results by say, influence level, and searching for any particular term of interest.

4. Business Actions: Now that you have a smaller set of data to work with, you are ready to take action. You may label this content using your own label (e.g. this data could be of interest for a given product launch or this may be useful for market intelligence). You can also respond to the conversations to engage with your target audience.

5. Refine Further: By this time, you have learned quite a bit about the quality of results and you may want to refine your keyword setup to reflect that.

Keyword Research

• Start with some home work. Try the keywords in Twitter search to get a quick idea of relevancy and volume of results.

• Depending on uniqueness of the keyword, you may need to use multiple words and/or negative words to exclude irrelevant topics. Single word keywords work for unique brands/topics (such as Walmart, IBM).

• Using keywords with 2, 3 or more words helps to improve relevance e.g. Target store, “Tide detergent”, Virgin Mobile “limited offer”.

Keyword Setup in MutualMind

• There are three steps for keyword setup:

1. Add keywords for brand

2. Add keywords for competition

3. Setup exclusions

• MutualMind supports 2 types of keywords: Express and Advanced. In Express keyword you use keywords only (with or without quotes), no Booleans are allowed. For Advanced keywords, you can construct listening rules using operators such as OR, AND, NOT etc.

7 Tips for Effective Keyword Setup in MutualMind

Please refer to our blog post on keyword setup for additional information.

1. Keep in mind that search terms are NOT case sensitive

2. Use quotes for people names (“Dan Brown”) and non-unique brands such as “Park Place”.

3. Use Exclusions (at keyword level using NOT or at campaign level using Exclusion section of setup) to remove irrelevant keywords/terms, web sites and social accounts. Review results to make sure everything is working as expected.

4. Avoid abbreviations such as SIM, TTS etc as they mostly result in unexpected and irrelevant results (refer to keyword research slide!)

5. URLs – use the main domain name to match variations of URLs e.g. “verizon.com” will match www.verizon.com as well as internet.verizon.com/help

6. Order of keywords is irrelevant for keywords without quotes, but needs to be EXACT for keywords within quotes (“verizon fios” is NOT the same as “fios verizon”)

7. Boolean operators (AND, OR, NOT) are ONLY allowed for Advanced Keywords, they should not be used in Express Keywords. Here’s an example of incorrect syntax for express keyword: verizon AND fios

Getting Started

Add Keywords to your campaign.

You can add keywords for your Brand and for Competitive Intelligence.

Setting up Express Keywords

When you are finished, Click on “Done” to go

back to campaign overview.

❶

❷

Enter keywords one at a time with or without quotes – do not use any operators such as AND, OR, NOT.

Click on Add.

The keyword s that you add appear on the right side (Existing Brand

Keywords). You can delete a keyword from the existing list.

To edit a keyword, delete it and then add the desired keyword.

Express Keywords: Examples

What Examples How it Works + Best Practices

Single word Verizon#GoRedForWomen@tmobile

Will match occurrence of the keyword. Best results when the keyword is unique e.g., walmart or #CPR. Single keywords are likely to bring in noise so use of exclusions is recommended.

Multiple words verizon customer service Matches the occurrence of ALL words appearing anywhere in the content, not necessarily together or in any order. In general, relevance increases with number of keywords used but the volume of results is lower. Use just enough number of keywords to get relevant results without missing results.

Keywords with quotes

“verizon fios”“haynesboone.com”“haynes & boone”

Strict match: the phrase inside quotes will be matched exactly. Useful for people/company names, URLs, keywords with special characters or punctuation.

Keywords with and without quotes

verizon internet “fios tv” Matches the combination of : verizon AND internet AND the exact phrase “fios tv”. Useful for improving relevancy of results and reducing noise.

Setting up Advanced Keywords

❶

❷ You need to enter a Name for every Advanced Keyword. Then enter search terms in the Keyword field. You can use advanced operators: AND OR NOT. Always use the

operators in CAPS.

The Advanced keywords can be edited after they are created.

When you are finished, Click on “Done” to go

back to campaign setup

Editing Advanced Keywords 1

Hover over a keyword and click on “Edit” icon to make changes to the

Advanced Keyword

Editing Advanced Keywords 2

When you are finished, Click on “Done” to go

back to campaign overview.

❶

❷

Go to ‘Campaign’ and hover over an Advanced Keyword, then click on Edit icon to edit the search term.

Tips for Advanced Keywords Setup

• Remember that order of keywords needs to be exact for keywords within quotes (“verizon fios” is NOT the same as “fios verizon”)

• Use NOT for keyword based exclusivity e.g. verizon NOT (tv OR radio)

• Use parenthesis for grouping words e.g.– “verizon fios” AND (tv OR “internet special” OR phone)

• Common mistake: Not using the parenthesis can result in unexpected results. In the expression below, results will include just the word phone or tv.– “verizon fios” AND tv OR “internet special” OR phone

Advanced Keywords Setup: Best Practices

What Examples How it Works + Best Practices

Use of Operators

Verizon AND (fios OR fiber OR optic)

Will match one or more occurrences of the keywords verizon fios, verizon fiber or verizon optic in a content item, without regard to order of keywords. Best results when the keyword combinations are unique.

Phrases within quotes, NOT

“verizon fios” AND (tv OR phone OR internet) NOT (dsl OR copper)

Strict match: the phrase inside quotes will be matched exactly while content with NOT phrase will not be matched. Useful for people/company names, URLs, keywords with special characters or punctuation.

Proximity Specification

“verizon fios”~5 Proximity specification is applicable only for (a) Advanced keywords comprised of 2 or more words within quotes (b)followed by ~n where n is a positive integer greater than zero immediately after

Important: The order of words within the phrase should match the order of words in content e.g. Matches: Verizon provides good fios service Does not match: fios service by verizon is good

Global Exclusions

❶

❷

You can exclude results based on 3 criteria:1) Keyword e.g. “plastic bag”

2) URL - source website e.g. craigslist.com OR link in the content

3) Twitter account (screen name): makecash

❷

❸

In addition to using NOT operator for individual advanced keywords, you can use campaign “Exclusion Filters” which apply to ALL campaign results. Choose from 3

types of exclusions: keyword, website, twitter account

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