masterclass ny: brandwatch best practices

Brandwatch Best Practices

Agata Dec

NOVEMBER 2015

Contents

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• The Basics• Account Structure• Queries• Query QA Tips• Rules• Case Study

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The Basic Stuff

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The 5 Cs

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1. Cleanliness Don’t create things you already have or don’t really need.

2. Clarity Would you find your way if you never saw the account before?

3. Consistency Always go back and ask if new pieces work with existing setup.

4. Consideration Think about how your edits will affect others, especially in queries.

5. Consultation Get a second opinion whenever possible if you’re unsure.

Account Structure

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Account Structure

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1. Plan ahead

2. By language or by country

3. Map out your queries & categorization

4. Define naming convention

5. Compare apples to apples

6. Think long-term

Query Creation

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Include or Exclude

Exclude?• Profanities• Coupons• Promotions and sweepstakes• Reseller posts• Job listings• Reviews

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Include?• Campaigns• Leadership• Hashtags• Owned content• At mentions• Links• Owned sites

Things to Remember

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1. Start broadIf the brand is Hyatt or Samsung, you don’t really need context keywords.

2. The system doesn’t recognize special characters“head & shoulders” is the same as “head shoulders”

3. - always means NOTanti-aging without quotes means anti NOT aging. Use “anti aging” instead

4. Consolidate your boolean“hair mask” OR “hair spray” OR “hair wax” vs. (hair NEAR/1f (mask OR spray OR wax))

5. Avoid redundancieseye OR “eye cream” OR “eye serum” eye covers it all

6. * doesn’t work in quotation marksInstead of “eye serum*” use (eye NEAR/0f serum*)

7. Beware of the wildcardcat*, eye*, cream* hidden danger!

Things to Remember Continued

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8. raw: NEAR/x raw: raw: operator doesn’t work with NEAR/x unless combined with another raw:

9. NEAR is almost always better than AND. Especially in long form posts, AND is far too broad

10. Expect the unexpected. If you think that there is no one who would say thing X, someone definitely will.

11. Use different proximities for different context. Dove NEAR/5 men is very different from Dove NEAR/30 men

12. Quotation marks only belong with multiple words.No need to use them with “garnier” OR “pantene”

13. Be careful with what you’re excluding. Are you sure you want to exclude ALL of the posts that have that one word?

14. Repeated word exclusions Very useful for eliminating spam ((dove NEAR/15f dove) NEAR/15f dove)

Rules

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Brand Context in Rules

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• One rule across multiple queries• Just the core keywords, no brand keywords• Good for unique rules, e.g. #s or campaigns

No Context

• One rule across multiple queries• Core keywords + keywords for all brands combined• More relevant for broader searches, such as customer

service

Collective Brand

Context

• One rule per brand• Core keywords + keywords for one specific brand• Most precise search, useful for sentiment rules,

recommendations, etc.

Brand Specific Context

The Age Old Question

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Thank You!

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