Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
How to Research and Build a Query 
Jackie Spallino /Account Manager 
Nina Ramadan Patel /Account Manager
Agenda 
• What is a query? 
• To Contextualize or NOT to Contextualize 
• Unique Brand Names 
• Vague Brand Names 
• Resea...
What is a Query? 
#brandwatchtips © 2014 Brandwatch.com | 3
Queries 
#brandwatchtips © 2014 Brandwatch.com | 4
TRIAGE 
#brandwatchtips © 2014 Brandwatch.com | 5
To Contextualize or Not to Contextualize 
• Here’s what you should think about: 
• Can you think of multiple ways this bra...
Didrex – Nope, no need to contextualize 
Didrex the Obesity Treatment Pill 
Often mentioned together with terms like 
"Ben...
Example of Apple – Yes, Contextualize 
APPLE 
THE FRUIT 
Often mentioned 
together with terms 
like fruit, oranges, 
Fuji ...
Contextualizing 
• Using either AND or NEAR 
operator, defining the brand 
name or inclusion keywords 
further with releva...
RESEARCH 
#brandwatchtips © 2014 Brandwatch.com | 10
Befriending the Website 
• If you're building a query about 
Monster.com, then go onto 
Monster the job search engine 
web...
Befriending Google 
• Just Googling the Brand name to see what's said online about the brand 
• Google AdWords Keyword Pla...
Befriending Wikipedia 
• Wiki was your friend in college and once you're friends with wiki, you're forever BFFs with it 
•...
Befriending freedictionary.com (or any other 
dictionaries) 
• You can search idioms here 
• If your brand name is "All" p...
Example of Monster 
MONSTER 
THE PIXAR 
ANIMATION 
Often mentioned 
together with terms 
like Pixar 
MONSTER 
THE JOB 
SEA...
Example Monster Query 
((Monster NEAR/10 ((job OR jobs OR resume OR 
resumes OR career OR careers OR (interview 
NEAR/0f q...
FINALIZING 
QUERY BUILD 
#brandwatchtips © 2014 Brandwatch.com | 17
Befriending Brandwatch 
1. Start with the BROADEST search possible 
2. It's probably a bit chaotic at first, so test it ou...
Finalize Your Query 
Based on your research on the company website, Google, Wiki pages, and 
Brandwatch finish off your li...
NOW YOU TRY 
#brandwatchtips © 2014 Brandwatch.com | 20
Now You Try 
• Divide yourselves into a few groups 
• Each group can try building a query for a brand, choose one of the b...
Email contact@brandwatch.com 
Web brandwatch.com 
Twitter @brandwatch 
Telephone 
UK +44 (0)1273 234290 
US +1 212 229 224...
Nächste SlideShare
Wird geladen in …5
×

How to Research and Build a Query

680 Aufrufe

Veröffentlicht am

NY Masterclass 2014 - #brandwatchtips

Veröffentlicht in: Soziale Medien
  • Als Erste(r) kommentieren

How to Research and Build a Query

  1. 1. How to Research and Build a Query Jackie Spallino /Account Manager Nina Ramadan Patel /Account Manager
  2. 2. Agenda • What is a query? • To Contextualize or NOT to Contextualize • Unique Brand Names • Vague Brand Names • Researching your brand names for context • Resarch Owned Content (Brand Website, Brand Social Channel etc.) • Research Google • Research Wikipedia • Test & Build – Finalize the query with all the information from the research and actually building a Brandwatch query • Research in Brandwatch • Practice! #brandwatchtips © 2014 Brandwatch.com | 2
  3. 3. What is a Query? #brandwatchtips © 2014 Brandwatch.com | 3
  4. 4. Queries #brandwatchtips © 2014 Brandwatch.com | 4
  5. 5. TRIAGE #brandwatchtips © 2014 Brandwatch.com | 5
  6. 6. To Contextualize or Not to Contextualize • Here’s what you should think about: • Can you think of multiple ways this brand name is used in English (or other languages)? • Yes: Contextualize • No: Probably no need to contextualize #brandwatchtips © 2014 Brandwatch.com | 6
  7. 7. Didrex – Nope, no need to contextualize Didrex the Obesity Treatment Pill Often mentioned together with terms like "Benzphetamine hydrochloride" OR "exogenous obesity management" #brandwatchtips © 2014 Brandwatch.com | 7
  8. 8. Example of Apple – Yes, Contextualize APPLE THE FRUIT Often mentioned together with terms like fruit, oranges, Fuji etc… APPLE THE COMPUTER COMPANY Often mentioned together with terms like iPhone, Mac #brandwatchtips © 2014 Brandwatch.com | 8
  9. 9. Contextualizing • Using either AND or NEAR operator, defining the brand name or inclusion keywords further with relevant unique terms • Context words are collection of keywords that are often mentioned with the brand (or your topic of interest) • You have to work to build these context terms #brandwatchtips © 2014 Brandwatch.com | 9
  10. 10. RESEARCH #brandwatchtips © 2014 Brandwatch.com | 10
  11. 11. Befriending the Website • If you're building a query about Monster.com, then go onto Monster the job search engine website • There will be myriads of unique keywords • What's unique? • Keywords like "project", "help & security" or "search tips" are probably not unique to Monster the job search engine • Keywords like "resumes", "jobs" or "career resources" ARE probably relevant for Monster the job search engine #brandwatchtips © 2014 Brandwatch.com | 11
  12. 12. Befriending Google • Just Googling the Brand name to see what's said online about the brand • Google AdWords Keyword Planner #brandwatchtips © 2014 Brandwatch.com | 12
  13. 13. Befriending Wikipedia • Wiki was your friend in college and once you're friends with wiki, you're forever BFFs with it • Look for the disambiguation page • Example of Chase #brandwatchtips © 2014 Brandwatch.com | 13
  14. 14. Befriending freedictionary.com (or any other dictionaries) • You can search idioms here • If your brand name is "All" phrases like "all the time", "all this while", "all he does" should probably go away • freedictionary.com might be a good place to start Gold #brandwatchtips © 2014 Brandwatch.com | 14
  15. 15. Example of Monster MONSTER THE PIXAR ANIMATION Often mentioned together with terms like Pixar MONSTER THE JOB SEARCH COMPANY Often mentioned together with terms like jobs OR resumes. MONSTER THE ENERGY DRINK Often mentioned together with terms like energy, drink, flavor #brandwatchtips © 2014 Brandwatch.com | 15
  16. 16. Example Monster Query ((Monster NEAR/10 ((job OR jobs OR resume OR resumes OR career OR careers OR (interview NEAR/0f question*) OR hotjobs OR jobsearch* OR recruit* OR hire OR hired OR hiring OR (attract* NEAR/1 talent*)))) OR (Monster NEAR/15 ("monster.com" OR mww OR (Monster NEAR/0f ("World Wide" OR Worldwide))))) NOT (("joomla-monster.com" OR site:"joomla-monster. com") OR (monster NEAR/10 (film OR "space panic" OR spacepanic OR "Jonathan Kellerman" OR "Naoki Urasawa" OR Manga OR "walter dean myers" OR "frank peretti"~1 OR "sanyika Shakur" OR "B'z" OR "David Thomas" OR "Fetchin Bones" OR "Herbie Hancock" OR "Killer Mike" OR "Kiss" OR "Oomph!" OR "Usher" OR "R.E.M." OR "Steppenwolf" OR "D'espairsRay" OR "Meat Puppets" OR "Cable Products" OR Cables OR "Energy Drink" OR EnergyDrink)) OR "Monster INC") List of Keywords from Their Website List of Exclusion Keywords from Google & Wikipedia #brandwatchtips © 2014 Brandwatch.com | 16
  17. 17. FINALIZING QUERY BUILD #brandwatchtips © 2014 Brandwatch.com | 17
  18. 18. Befriending Brandwatch 1. Start with the BROADEST search possible 2. It's probably a bit chaotic at first, so test it out 3. Build a quick context based on what you know about the brand • Expand! Expand! 4. Go back to the BROADEST search but this time, exclude the relevant contextualized part 5. You'll see the left-over bit that's mostly you don't want 6. Skim through first 9~10 pages, see if there are any relevant mentions that you want to include as part of your search 7. Identify unique keywords near Brand mention from these mentions and add to the context term © 2014 #brandwatchtips Brandwatch.com | 18
  19. 19. Finalize Your Query Based on your research on the company website, Google, Wiki pages, and Brandwatch finish off your list of inclusions and add on some exclusions that you think may help with the relevancy of the query © 2014 #brandwatchtips Brandwatch.com | 19
  20. 20. NOW YOU TRY #brandwatchtips © 2014 Brandwatch.com | 20
  21. 21. Now You Try • Divide yourselves into a few groups • Each group can try building a query for a brand, choose one of the below: • Bounty • Always • Tide • Spend about 5-10 minutes going through all the best practice steps presented today to come up with the best queries for these three brands • We have analytics team members joining us to help you out • We will take one example and let you know what’s great and what can be improved #brandwatchtips © 2014 Brandwatch.com | 21
  22. 22. Email contact@brandwatch.com Web brandwatch.com Twitter @brandwatch Telephone UK +44 (0)1273 234290 US +1 212 229 2240 DE +49 (0)30568 370 040 Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

×