brandwatch masterclass: advanced query training
DESCRIPTION
NY Masterclass Session, May 8TRANSCRIPT
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Agenda
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– Our operators– Spam– Elements of a great query
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Operators
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22 Operators• “”• 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
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Core Operators• “”• 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
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Location Operators• “”• 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
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Specialized Operators• “”• 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
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Spam
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Types of Spam• Keyword stuffing / link spamming
Blog / scraped content spam
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Types of Spam, cont.• Twitter / FB spam-bots
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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”, “$”)
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How to write a great query!
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Query Theory
Actual J.P. Morgan Chase Conversation
“Chase”
NOT (chase AND money)
“J.P. Morgan Chase”
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Query Testing: First Steps• Start queries as simply as possible, check the last page.
Always test more!
Test in segmentsReview in dashboard
Try contextTry exclusions
Try both
If you have irrelevancy:
Try to refine your objective
Try the tips for relevancy
If your volume is too high:
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Steps to writing a good Query1. Define the search objective 2. Research the topic3. Construct and test in Brandwatch4. Review good proportion of results5. Check mentions in a dashboard6. Manual exclusions for clean samples7. Personal pronouns8. ‘Thinking’ terms for opinions (thought, consider, think etc..)
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London Commuters
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Summary
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– 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.
Q&A
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