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Brandwatch Masterclass: Advanced Query Training
1.
Advanced Query Training Brian
Stump brianst@brandwatch.com | Tel: 347 834 9708 May 2014
2.
Agenda © 2014 Brandwatch
| www.brandwatch.com 2 – Our operators – Spam – Elements of a great query
3.
3 Operators © 2014 Brandwatch
| www.brandwatch.com
4.
22 Operators 4 • “” •
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
5.
Core Operators 5 • “” •
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
6.
Location Operators 6 • “” •
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
7.
Specialized Operators 7 • “” •
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
8.
8 Spam © 2014 Brandwatch
| www.brandwatch.com
9.
Types of Spam •
Keyword stuffing / link spamming Blog / scraped content spam © 2014 Brandwatch | www.brandwatch.com
10.
Types of Spam,
cont. • Twitter / FB spam-bots © 2014 Brandwatch | www.brandwatch.com
11.
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
12.
12 How to write
a great query! © 2014 Brandwatch | www.brandwatch.com
13.
Query Theory Actual J.P.
Morgan Chase Conversation “Chase” NOT (chase AND money) “J.P. Morgan Chase” 1 2 3 © 2014 Brandwatch | www.brandwatch.com
14.
Query Testing: First
Steps • Start queries as simply as possible, check the last page. 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: © 2014 Brandwatch | www.brandwatch.com
15.
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
16.
London Commuters © 2014
Brandwatch | www.brandwatch.com
17.
Summary © 2014 Brandwatch
| www.brandwatch.com 17 – 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.
18.
Q&A © 2014 Brandwatch
| www.brandwatch.com
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