1. Brandwatch Masterclass / Hacks Doh Jung doh@brandwatch.com | +1 646-657-2694 May 2014

2. How We Interact Today 2013 Brandwatch | www.brandwatch.com 2 Send e-mails to brandwatchnymasterclass.doh@gmail.com Your Temporary Brandwatch Account is brandwatchnymasterclass.doh@gmail.com Password is eventi0508 Remember to tweet #brandwatchtips Wifi SSID: Kimpton Password: psav123 3. Good Example of Queries 2013 Brandwatch | www.brandwatch.com 3 (Bluemoonbrew* OR (("Blue Moon" OR Bluemoon) NEAR/35 (((thirst* OR drink* OR drank* OR sip OR sips OR sipping OR beverage* OR booze* OR liquor* OR cocktail* OR bottle* OR beer* OR brew* OR draft* OR craft* OR bier* OR pub OR pubs OR bar OR bars OR malt* OR barley* OR hop OR hops OR hoppy* OR ale OR ales OR paleale* OR brownale* OR amberale* OR stout* OR lager* OR wheatbeer* OR ryebeer* OR witbier* OR pils*ner OR IPA OR "I.P.A." OR weizen OR O?toberfest OR (O?tober NEAR/0f fest))) OR (orange OR belgian* OR Coors* OR Millercoors*)))) NOT (("View Image here" OR sale* OR deal* OR coupon* OR image* OR offer*) NEAR/10 (tinyurl OR "bit ly" OR "owl ly")) NOT (raw:@ NEAR/2 (raw:_ NEAR/0 raw:(BLUEMOON OR Bluemoon OR BlueMoon OR bluemoon))) NOT (CNBLUE OR "CN BLUE" OR Kpop OR "K Pop" OR (("Blue Moon" OR bluemoon) NEAR/10 (tour OR "world tour" OR worldtour))) NOT ("Pale moon" NEAR/10 (browser* OR webbrowser* OR firefox OR "fire fox")) NOT ("forums.bluemoon.co.uk"~10 OR (("Blue Moon" OR Bluemoon) AND (MCFC OR "Wimbledon 94" OR Arsenal OR "Aston Villa" OR "Cardiff City" OR Chelsea OR "Crystal Palacea" OR Everton OR Fulhamb OR "Hull City" OR Liverpool OR "Manchester Citya" OR "Manchester United" OR "Newcastle United" OR "Norwich City" OR Southamptona OR "Stoke City" OR Sunderland OR "Swansea City" OR "Tottenham Hotspur" OR "West Bromwich Albion" OR "West Ham United"))) NOT (site:(bluemoon*) NOT (site:(bluemoonbrew*) OR (("Blue Moon" OR Bluemoon) NEAR/5 (belgian* OR beer* OR craft* OR brew* OR draft* OR witbier*)))) 4. Sometimes you have data that you just don't want to sit with 2014 Brandwatch | www.brandwatch.com 4 Things about viagra, porn, @Gucci_ButNotreally, coupons, spams 5. Excluding Spam 2014 Brandwatch | www.brandwatch.com 5 It's all about seeing patterns Have you ever noticed any content that says it's NOT a spam is actually a spam? Pages created for SEO boos tend to be brought in easily with simple queries but looking at them, you see a lot of repetitions Also some brands tend to have many fake "personal account" with brand names i.e.) @Jadore___Dior_ 6. Finserv clients Case Study 2014 Brandwatch | www.brandwatch.com 6 I was searching for financial services products There were a lot of shady products that were declaring how they are NOT scam Careful investigation of these mentions showed that all these mentions that are saying "This is NOT a scam" were actually scams Proceeded to exclude all these mentions to create cleaner data 7. Problem of Having Personal Handles with Brand Names 2014 Brandwatch | www.brandwatch.com 7 We can't stop anyone from creating a twitter handle that contains the word pepsi or gucci or benandjerrys This actually happens a lot for luxury brands and liquor brands One "pattern" in these types of handles that we noticed is that they have underscore "_" in them What a lot of people do is to exclude each of these handles individually For example something like NOT raw:("@Gucci_Lucci2" OR "@Gucci_waley" OR "@Young_Gucci" OR "@Young_Gucci_" OR "@Gucci_mAnna" These are actually all real handles and only obviously verrrry small set of irrelevant gucci handles that actually exists 8. Now you try! 2014 Brandwatch | www.brandwatch.com 8 You see bunch of handles like @Pepsi_Notofficial @_pepsi @pepsi_ @pepsi_imaspam How do you remove these? Let's say there are HUNDREDS and THOUSANDS of irrelevant at mentions that contain pepsi and an underscore (_) Does anyone want to try? Hint 1: you have to use raw: and NEAR and yes, you can use raw: and near (if you took the advanced operator class, you'd know) Hint 2: Structure of the query is going to be like raw:(SOMETHING) NEAR/0 raw:(SOMETHING) 9. Being very selective about what you want 2014 Brandwatch | www.brandwatch.com 9 I want it but I DON'T want it but I want it 10. A Scenario /Advanced Query Logic 2013 Brandwatch | www.brandwatch.com 10 Initial Inclusion I want to search for Restaurant Week 11. A Scenario /Advanced Query Logic 2013 Brandwatch | www.brandwatch.com 11 Initial Inclusion Initial Exclusion Oh All these mentions about Chicago Restaurant Week or SF Restaurant Week can go away I guess 12. A Scenario /Advanced Query Logic 2013 Brandwatch | www.brandwatch.com 12 Initial Inclusion Initial Exclusion Parts you want to salvage Wait! but there are interesting mentions that compares NY Restaurant Week and Chicago Restaurant Week 13. Now You Try! 2014 Brandwatch | www.brandwatch.com 13 Build a search string similar to the structure in Hint 1 Scenario is that you want mentions of the beer company "blue moon" but you want to exclude domains with the word "bluemoon" in it because they tend to be about some fantasy novels or fictions. But you obviously CAN'T exclude the domain bluemoonbrewingcompany.com Hint 1: Template for such search string is ("Inclusion String") NOT ("Exclusion String" NOT ("Salvaged Parts")) Hint 2: You can use wildcards in site operators Hint 3: Site: are partial matches and you don't have to type in full www.domainname.com 14. Wildcard 2014 Brandwatch | www.brandwatch.com 14 15. Don't OVERUSE wildcards 2014 Brandwatch | www.brandwatch.com 15 One client wanted to search funny cat-gifs being shared on Twitter. She figured she can do cat* Well let's just say it was much harder for her to find actual cat mentions 16. Don't OVERUSE wildcards 2014 Brandwatch | www.brandwatch.com 16 One client thought, I want to search for love, loves, loved, loving. A- ha! With Brandwatch wildcards, I can use wildcard lov* to cover all of those Well he clearly didn't know that the plant you see on your right is lovage BEST PRACTICE TIP: When using wildcards, try to have at least four characters preceding the * 17. Wildcards can be everywhere BUT the beginning 2014 Brandwatch | www.brandwatch.com 17 So to everyone's dismay, we can't do *junior to search for everyone who's a junior But that doesn't mean * can only come in the end For example, online people tend to say love in many different ways A common variation is I LOOOOOOOVE OR I LOVVVVVVEEE etc etc What I found to be successful is to do strings like (loo*ve OR lovv*e OR lovee*) that allows for infinite amount of Os and Vs and Es! 18. Now you try! 2014 Brandwatch | www.brandwatch.com 18 There are two commonly spelled variations of Pilsner Pilsener Create a one-word search string that will search for both! 19. Now you try! 2014 Brandwatch | www.brandwatch.com 19 Job posting tends to be annoying noise in social data that a lot of teams (unless you work for Indeed or Monster) They also tend to be authored by accounts that contain the word job in them Sometimes it might be written by "doyouwantajob" OR "bestjobinnyc" or "jobsyouwant" Now I already told you that *job* will not work! How do you think we can work around this problem? WRITE A QUERY that searches for all authors that contain job in them regardless of whether it comes at the start middle or end Hint 1: a b c d e f g h I j k l m n o p Hint 2: String for this will be verrrrryyyyyyy long