How to Research and Build a Query

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

• 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

What is a Query?


Queries


TRIAGE


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


Didrex – Nope, no need to contextualize

Didrex the Obesity Treatment Pill

Often mentioned together with terms like "Benzphetamine hydrochloride" OR "exogenous obesity management"


Example of Apple – Yes, Contextualize


Often mentioned together with terms like fruit, oranges,

Fuji etc…

Often mentioned together with terms

like iPhone, Mac

APPLE THE COMPUTER COMPANY

APPLE THE FRUIT

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


RESEARCH


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


http://www.monster.com/

Befriending Google

• Just Googling the Brand name to see what's said online about the brand

• Google AdWords Keyword Planner


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


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

Example of Monster


Often mentioned together with terms

like Pixar

Often mentioned together with

terms like jobs OR resumes.

Often mentioned together with

terms like energy, drink, flavor

MONSTER THE PIXAR ANIMATION

MONSTER THE ENERGY

DRINK

MONSTER THE JOB SEARCH

COMPANY

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

FINALIZING QUERY BUILD


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 Brandwatch.com | 18#brandwatchtips

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 Brandwatch.com | 19#brandwatchtips

NOW YOU TRY


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


Document LimitationThe 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: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

Email [email protected]

Web brandwatch.com

Twitter @brandwatch

Telephone

UK +44 (0)1273 234290

US +1 212 229 2240

DE +49 (0)30568 370 040

Social Media

How to Research and Build a Query