Brandwatch Masterclass: Hacks

Brandwatch Masterclass / Hacks
Doh Jung doh@brandwatch.com | +1 646-657-2694
May 2014

How We Interact Today
© 2013 Brandwatch | www.brandwatch.com 2
• Send e-mails to brandwatchnymasterclass.doh@gmail.com
• Your Temporary Brandwatch Account is
brandwatchnymasterclass.doh@gmail.com
• Password is eventi0508
• Remember to tweet #brandwatchtips
• Wifi SSID: Kimpton
• Password: psav123

Good Example of Queries
(Bluemoonbrew* OR (("Blue Moon" OR Bluemoon) NEAR/35 (((thirst* OR drink* OR drank* OR sip OR
sips OR sipping OR beverage* OR booze* OR liquor* OR cocktail* OR bottle* OR beer* OR brew* OR
draft* OR craft* OR bier* OR pub OR pubs OR bar OR bars OR malt* OR barley* OR hop OR hops OR
hoppy* OR ale OR ales OR paleale* OR brownale* OR amberale* OR stout* OR lager* OR wheatbeer*
OR ryebeer* OR witbier* OR pils*ner OR IPA OR "I.P.A." OR weizen OR O?toberfest OR (O?tober
NEAR/0f fest))) OR (orange OR belgian* OR Coors* OR Millercoors*))))
NOT (("View Image here" OR sale* OR deal* OR coupon* OR image* OR offer*) NEAR/10 (tinyurl OR
"bit ly" OR "owl ly"))
NOT (raw:@ NEAR/2 (raw:_ NEAR/0 raw:(BLUEMOON OR Bluemoon OR BlueMoon OR bluemoon)))
NOT (CNBLUE OR "CN BLUE" OR Kpop OR "K Pop" OR (("Blue Moon" OR bluemoon) NEAR/10 (tour
OR "world tour" OR worldtour)))
NOT ("Pale moon" NEAR/10 (browser* OR webbrowser* OR firefox OR "fire fox"))
NOT ("forums.bluemoon.co.uk"~10 OR (("Blue Moon" OR Bluemoon) AND (MCFC OR "Wimbledon 94"
OR Arsenal OR "Aston Villa" OR "Cardiff City" OR Chelsea OR "Crystal Palacea" OR Everton OR
Fulhamb OR "Hull City" OR Liverpool OR "Manchester Citya" OR "Manchester United" OR "Newcastle
United" OR "Norwich City" OR Southamptona OR "Stoke City" OR Sunderland OR "Swansea City" OR
"Tottenham Hotspur" OR "West Bromwich Albion" OR "West Ham United")))
NOT (site:(bluemoon*) NOT (site:(bluemoonbrew*) OR (("Blue Moon" OR Bluemoon) NEAR/5 (belgian*
OR beer* OR craft* OR brew* OR draft* OR witbier*))))

Sometimes you have data
that you just don't want to sit with
• Things about viagra, porn, @Gucci_ButNotreally, coupons,
spams

Excluding Spam
It's all about seeing patterns
• Have you ever noticed any
content that says it's NOT a
spam is actually a spam?
• Pages created for SEO boos
tend to be brought in easily
with simple queries but
looking at them, you see a lot
of repetitions
• Also some brands tend to
have many fake "personal
account" with brand names
• i.e.) @Jadore___Dior_

Finserv clients Case Study
• I was searching for financial services products
• There were a lot of shady products that were declaring how they
are NOT scam
• Careful investigation of these mentions showed that all these
mentions that are saying "This is NOT a scam" were actually
scams
• Proceeded to exclude all these mentions to create cleaner data

Problem of Having Personal Handles with Brand
Names
• We can't stop anyone from creating a twitter handle that contains
the word pepsi or gucci or benandjerrys
• This actually happens a lot for luxury brands and liquor brands
• One "pattern" in these types of handles that we noticed is that
they have underscore "_" in them
• What a lot of people do is to exclude each of these handles
individually
• For example something like
• NOT raw:("@Gucci_Lucci2" OR "@Gucci_waley" OR
"@Young_Gucci" OR "@Young_Gucci_" OR "@Gucci_mAnna"
• These are actually all real handles and only obviously verrrry
small set of irrelevant gucci handles that actually exists

Now you try!
• You see bunch of handles like @Pepsi_Notofficial
• @_pepsi @pepsi_ @pepsi_imaspam
• How do you remove these?
• Let's say there are HUNDREDS and THOUSANDS of irrelevant
at mentions that contain pepsi and an underscore (_)
• Does anyone want to try?
• Hint 1: you have to use raw: and NEAR and yes, you can use
raw: and near (if you took the advanced operator class, you'd
know)
• Hint 2: Structure of the query is going to be like
raw:(SOMETHING) NEAR/0 raw:(SOMETHING)

Being very selective about what you want
• I want it… but I DON'T want it… but I want it

A Scenario /Advanced Query Logic
Initial Inclusion
I want to search for
Restaurant Week

Initial Inclusion
Initial Exclusion
Oh… All these mentions
about Chicago
Restaurant Week or SF
Restaurant Week can go
away I guess

Initial Inclusion
Initial Exclusion
Parts you want to salvage
Wait! but there are
interesting mentions that
compares NY
Restaurant Week and
Chicago Restaurant
Week

Now You Try!
• Build a search string similar to the structure in Hint 1
• Scenario is that you want mentions of the beer company "blue
moon" but you want to exclude domains with the word
"bluemoon" in it because they tend to be about some fantasy
novels or fictions.
• But you obviously CAN'T exclude the domain bluemoonbrewingcompany.com
• Hint 1: Template for such search string is ("Inclusion String") NOT
("Exclusion String" NOT ("Salvaged Parts"))
• Hint 2: You can use wildcards in site operators
• Hint 3: Site: are partial matches and you don't have to type in full
www.domainname.com

Wildcard

Don't OVERUSE wildcards
• One client wanted to search funny cat-gifs being shared on Twitter. She
figured she can do cat*
• Well let's just say it was much harder for her to find actual cat mentions

Don't OVERUSE wildcards
• One client thought, I want to
search for
love, loves, loved, loving. A-
ha! With Brandwatch
wildcards, I can use wildcard
lov* to cover all of those
• Well he clearly didn't know
that the plant you see on
your right is lovage
• BEST PRACTICE TIP: When
using wildcards, try to have
at least four characters
preceding the *

Wildcards can be everywhere BUT the beginning
• So to everyone's dismay, we can't do *junior to search for
everyone who's a junior
• But that doesn't mean * can only come in the end
• For example, online people tend to say love in many different
ways
• A common variation is I LOOOOOOOVE OR I LOVVVVVVEEE etc etc
• What I found to be successful is to do strings like (loo*ve OR lovv*e OR lovee*)
that allows for infinite amount of Os and Vs and Es!

Now you try!
• There are two commonly spelled variations of Pilsner – Pilsener
• Create a one-word search string that will search for both!

Now you try!
• Job posting tends to be annoying noise in social data that a lot of
teams (unless you work for Indeed or Monster)
• They also tend to be authored by accounts that contain the word
job in them
• Sometimes it might be written by "doyouwantajob" OR
"bestjobinnyc" or "jobsyouwant"
• Now I already told you that *job* will not work!
• How do you think we can work around this problem?
• WRITE A QUERY that searches for all authors that contain
job in them regardless of whether it comes at the start
middle or end
• Hint 1: a b c d e f g h I j k l m n o p …
• Hint 2: String for this will be verrrrryyyyyyy long

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