Brandwatch Masterclass: Advanced Query Training

518 views
395 views

Published on

NY Masterclass Session, May 8

Published in: Social Media, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
518
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brandwatch Masterclass: Advanced Query Training

  1. 1. Advanced Query Training Brian Stump brianst@brandwatch.com | Tel: 347 834 9708 May 2014
  2. 2. Agenda © 2014 Brandwatch | www.brandwatch.com 2 – Our operators – Spam – Elements of a great query
  3. 3. 3 Operators © 2014 Brandwatch | www.brandwatch.com
  4. 4. 22 Operators 4 • “” • AND • OR • NOT • () • ~ • NEAR/x • NEAR/xf • hashtags: • at_mentions: • raw: • continent: • country: • state: • county: • city: • site: • url: • title: • author: • * • ? © 2014 Brandwatch | www.brandwatch.com
  5. 5. Core Operators 5 • “” • AND • OR • NOT • () • ~ • NEAR/x • NEAR/xf • hashtags: • at_mentions: • raw: • continent: • country: • state: • county: • city: • site: • url: • title: • author: • * • ? © 2014 Brandwatch | www.brandwatch.com • Context • Relevancy • Exclusions
  6. 6. Location Operators 6 • “” • AND • OR • NOT • () • ~ • NEAR/x • NEAR/xf • hashtags: • at_mentions: • raw: • continent: • country: • state: • county: • city: • site: • url: • title: • author: • * • ? © 2014 Brandwatch | www.brandwatch.com • Geo-Coordinates • Timezone • Location Text • Top-level Domains • Geo-IP
  7. 7. Specialized Operators 7 • “” • AND • OR • NOT • () • ~ • NEAR/x • NEAR/xf • hashtags: • at_mentions: • raw: • continent: • country: • state: • county: • city: • site: • url: • title: • author: • * • ? © 2014 Brandwatch | www.brandwatch.com
  8. 8. 8 Spam © 2014 Brandwatch | www.brandwatch.com
  9. 9. Types of Spam • Keyword stuffing / link spamming Blog / scraped content spam © 2014 Brandwatch | www.brandwatch.com
  10. 10. Types of Spam, cont. • Twitter / FB spam-bots © 2014 Brandwatch | www.brandwatch.com
  11. 11. 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
  12. 12. 12 How to write a great query! © 2014 Brandwatch | www.brandwatch.com
  13. 13. Query Theory Actual J.P. Morgan Chase Conversation “Chase” NOT (chase AND money) “J.P. Morgan Chase” 1 2 3 © 2014 Brandwatch | www.brandwatch.com
  14. 14. Query Testing: First Steps • Start queries as simply as possible, check the last page. 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: © 2014 Brandwatch | www.brandwatch.com
  15. 15. 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
  16. 16. London Commuters © 2014 Brandwatch | www.brandwatch.com
  17. 17. Summary © 2014 Brandwatch | www.brandwatch.com 17 – Our operators are POWERFUL. Knowing when/how to use them is the KEY to getting good data. – Spam is inevitable. But, you don’t have to let it ruin your data! – Elements of a great query include KNOWING what you are looking for, TESTING for relevancy, and REFINING as you go.
  18. 18. Q&A © 2014 Brandwatch | www.brandwatch.com

×