NY Masterclass 2014 - #brandwatchtips

1. How to Research and Build a Query
Jackie Spallino /Account Manager
Nina Ramadan Patel /Account Manager

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. What is a Query?
#brandwatchtips © 2014 Brandwatch.com | 3

4. Queries
#brandwatchtips © 2014 Brandwatch.com | 4

5. TRIAGE
#brandwatchtips © 2014 Brandwatch.com | 5

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. 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. 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. 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. RESEARCH
#brandwatchtips © 2014 Brandwatch.com | 10

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. 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. 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. 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. 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. 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. FINALIZING
QUERY BUILD
#brandwatchtips © 2014 Brandwatch.com | 17

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. 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. NOW YOU TRY
#brandwatchtips © 2014 Brandwatch.com | 20

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. 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