masterclass ny: brandwatch best practices
TRANSCRIPT
Brandwatch Best Practices
Agata Dec
NOVEMBER 2015
Contents
© 2015 Brandwatch | www.brandwatch.com
• The Basics• Account Structure• Queries• Query QA Tips• Rules• Case Study
2
The Basic Stuff
© 2015 Brandwatch | www.brandwatch.com 3
The 5 Cs
© 2015 Brandwatch | www.brandwatch.com 4
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
© 2015 Brandwatch | www.brandwatch.com 5
Account Structure
© 2015 Brandwatch | www.brandwatch.com 6
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
© 2015 Brandwatch | www.brandwatch.com 7
© 2015 Brandwatch | www.brandwatch.com 8
Include or Exclude
Exclude?• Profanities• Coupons• Promotions and sweepstakes• Reseller posts• Job listings• Reviews
© 2015 Brandwatch | www.brandwatch.com 9
Include?• Campaigns• Leadership• Hashtags• Owned content• At mentions• Links• Owned sites
Things to Remember
© 2015 Brandwatch | www.brandwatch.com 10
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
© 2015 Brandwatch | www.brandwatch.com 11
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
© 2015 Brandwatch | www.brandwatch.com 12
Brand Context in Rules
© 2015 Brandwatch | www.brandwatch.com 13
• 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
© 2015 Brandwatch | www.brandwatch.com 14
Thank You!
© 2015 Brandwatch | www.brandwatch.com 15