NY Masterclass Session, May 8

1. Advanced Query Training
Brian Stump brianst@brandwatch.com | Tel: 347 834 9708
May 2014

2. Agenda
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www.brandwatch.com
2
– Our operators
– Spam
– Elements of a great query

3. 3
Operators
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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
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9. Types of Spam
• Keyword stuffing / link spamming
Blog / scraped content spam
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10. Types of Spam, cont.
• Twitter / FB spam-bots
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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!
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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..)
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16. London Commuters
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17. Summary
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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