When good is best, and simple is useful
Nate Walton nate@brandwatch.com
MAY 2014
Contents
© 2014 Brandwatch | www.brandwatch.com 2
We don’t always (never) have as much time as we’d like for analysis; wha...
The “one word” query
© 2014 Brandwatch | www.brandwatch.com 3
336,624 mentions
The “one word” query
© 2014 Brandwatch | www.brandwatch.com 4
“coca cola” 120,980
coke 217,471
cocacola
10,550
"coca cola"...
The “one word” query
© 2014 Brandwatch | www.brandwatch.com 5
326,424 mentions
10,200 fewer mentions (~3% fewer mentions)
...
The quick topic analysis
© 2014 Brandwatch | www.brandwatch.com 6
The quick topic analysis
© 2014 Brandwatch | www.brandwatch.com 7
New one-word query: “heartbleed”
Default dashboard – set...
The project-level rule
© 2014 Brandwatch | www.brandwatch.com 8
Proximity to the brand generally makes rules better – for ...
The project-level rule
© 2014 Brandwatch | www.brandwatch.com 9
Dealers
Efficiency
Maintenance
Safety
Value
= 80 rules
Acu...
The project-level rule
© 2014 Brandwatch | www.brandwatch.com 10
The project-level rule
© 2014 Brandwatch | www.brandwatch.com 11
Use project-level rules when looking for brand associatio...
The simple dashboard
© 2014 Brandwatch | www.brandwatch.com 12
Start with default and delete
Maximum 2 components per tab
...
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Brandwatch Masterclass: When Good is Best, and Simple is Useful

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NY Masterclass Session, May 8

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  • NATE
  • NATE
  • NATE
  • HEARTBLEED
  • NSA, NEXT HEARTBLEED
  • AUTOS
  • AUTOS
  • AUTOS
  • AUTOS
  • HEARTBLEED
  • Brandwatch Masterclass: When Good is Best, and Simple is Useful

    1. 1. When good is best, and simple is useful Nate Walton nate@brandwatch.com MAY 2014
    2. 2. Contents © 2014 Brandwatch | www.brandwatch.com 2 We don’t always (never) have as much time as we’d like for analysis; what then? • The one-word query • The quick topic analysis • The project-level rule • The simple dashboard
    3. 3. The “one word” query © 2014 Brandwatch | www.brandwatch.com 3 336,624 mentions
    4. 4. The “one word” query © 2014 Brandwatch | www.brandwatch.com 4 “coca cola” 120,980 coke 217,471 cocacola 10,550 "coca cola" NOT coke 108,953 coke NOT "coca cola” 205,444 cocacola NOT (coke OR "coca cola") 8,131 ((coke NEAR/20 (blow OR yak OR cocaine)) OR raw:(_coke OR coke_ OR _Coke OR Coke_ OR _COKE OR COKE_) OR author:(a*_coke OR b*_coke OR c*_coke OR d*_coke OR e*_coke OR f*_coke OR g*_coke OR h*_coke OR i*_coke OR j*_coke OR k*_coke OR l*_coke OR m*_coke OR n*_coke OR o*_coke OR p*_coke OR q*_coke OR r*_coke OR s*_coke OR t*_coke OR u*_coke OR v*_coke OR w*_coke OR x*_coke OR y*_coke OR z*_coke OR _coke* OR coke_*) OR ((use OR do OR has OR have OR got) NEAR/0f coke)) 7,377 mentions
    5. 5. The “one word” query © 2014 Brandwatch | www.brandwatch.com 5 326,424 mentions 10,200 fewer mentions (~3% fewer mentions) 15 minutes to write prior query 15 seconds to write above query Use whenever time is scarce
    6. 6. The quick topic analysis © 2014 Brandwatch | www.brandwatch.com 6
    7. 7. The quick topic analysis © 2014 Brandwatch | www.brandwatch.com 7 New one-word query: “heartbleed” Default dashboard – set to last 14 days The topic cloud: • “View on Graph” • “Zoom Into” • “View on Graph” • Screen capture • + Add tag(s) Use for discovery, or for whenever time is scarce
    8. 8. The project-level rule © 2014 Brandwatch | www.brandwatch.com 8 Proximity to the brand generally makes rules better – for example “safety”, relating to the Honda Accord: Honda Query: (hondaaccord OR hondaccord OR (accord NEAR/10 (car OR toyota OR ford OR honda OR chevrolet OR chevy OR "mercedes benz" OR mercedes OR benz OR bmw OR volvo OR cadillac OR lexus OR tesla OR "smart car" OR acura OR audi OR subaru OR nissan OR gmc OR dodge OR buick OR hyundai OR volkswagen OR lincoln OR kia OR mazda OR mitsubishi OR infiniti OR scion OR "mini cooper" OR vw OR subcompact OR "sub compact" OR compact OR sedan OR hatchback OR "hatch back" OR suv OR van OR truck OR "station wagon"))) Safety Rule: (safe* NEAR/10 (hondaaccord* OR accord OR accords))
    9. 9. The project-level rule © 2014 Brandwatch | www.brandwatch.com 9 Dealers Efficiency Maintenance Safety Value = 80 rules Acura TSX Audi A4 Buick LaCrosse Cadillac ATS Chevrolet Malibu Chrysler 200 Honda Accord Hyundai Sonata Kia Optima Lexus ES Mazda6 Mitsubishi Lancer Nissan Altima Subaru Legacy Toyota Avalon Volkswagen Passat X
    10. 10. The project-level rule © 2014 Brandwatch | www.brandwatch.com 10
    11. 11. The project-level rule © 2014 Brandwatch | www.brandwatch.com 11 Use project-level rules when looking for brand association with certain topics – great for alerts on change in trends & general listening. Use query-specific rules when looking for the brand as the subject of discussion – great for research & measurement.
    12. 12. The simple dashboard © 2014 Brandwatch | www.brandwatch.com 12 Start with default and delete Maximum 2 components per tab Duplicate! Copy! Use for testing dashboard templates, use whenever time is scarce

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