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Masterclass NY: Brandwatch Best Practices

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Understanding the power and scale of a tool is essential in order to adopt it efficiently. Some people may be afraid to ask the tough questions about queries but here you will gain valuable insights. Learn the difference between tags and categories plus the things you don't know that may be hurting you. Master Brandwatch today.

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Masterclass NY: Brandwatch Best Practices

  1. 1. Brandwatch Best Practices Agata Dec NOVEMBER 2015
  2. 2. Contents © 2015 Brandwatch | www.brandwatch.com • The Basics • Account Structure • Queries • Query QA Tips • Rules • Case Study 2
  3. 3. The Basic Stuff © 2015 Brandwatch | www.brandwatch.com 3
  4. 4. 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.
  5. 5. Account Structure © 2015 Brandwatch | www.brandwatch.com 5
  6. 6. 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
  7. 7. Query Creation © 2015 Brandwatch | www.brandwatch.com 7
  8. 8. © 2015 Brandwatch | www.brandwatch.com 8
  9. 9. 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
  10. 10. Things to Remember © 2015 Brandwatch | www.brandwatch.com 10 1. Start broad If 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 NOT anti-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 redundancies eye OR “eye cream” OR “eye serum”  eye covers it all 6. * doesn’t work in quotation marks Instead of “eye serum*” use (eye NEAR/0f serum*) 7. Beware of the wildcard cat*, eye*, cream*  hidden danger!
  11. 11. 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)
  12. 12. Rules © 2015 Brandwatch | www.brandwatch.com 12
  13. 13. 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
  14. 14. The Age Old Question © 2015 Brandwatch | www.brandwatch.com 14
  15. 15. Thank You! © 2015 Brandwatch | www.brandwatch.com 15

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