Getting the Most From your Monitoring: Advanced Query Tips

•

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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.

Technology News & Politics

Getting the most from your monitoring:
Amazing advanced Query tips
Gemma Cooper
Head of Professional
Services - Berlin
gemma@brandwatch.com
@gcooperisms
Nate Walton
Data Scientist
nate@brandwatch.com
@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”
1
2
3

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

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 contact@brandwatch.com
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

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Getting the Most From your Monitoring: Advanced Query Tips

1. Getting the most from your monitoring: Amazing advanced Query tips Gemma Cooper Head of Professional Services - Berlin gemma@brandwatch.com @gcooperisms Nate Walton Data Scientist nate@brandwatch.com @moltentofu

3. •  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

5. 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:

10. 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

12. 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

14. 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

19. 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

23. Contact Email contact@brandwatch.com 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

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