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Brandwatch Study Guide

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Brandwatch Study Guide Brandwatch Study Guide The following guide covers key lessons from each of the fourteen lessons. Use this guide to help prepare for the quiz. An Introduction to Brandwatch and Social Data I. What is Brandwatch? • Brandwatch Analytics is the world’s leading social media monitoring platform • The platform collects mentions from over 90 million web sources • Brandwatch Vizia is a data visualization command center, fueled by social data • Brandwatch is used by thousands of enterprise clients around the world • It can help brands find mentions of competitors, customers, products, and more II. What is social data? • Social data is any mention (posts, comments, tweets etc.) posted publicly on the web • These mentions are collected in real time by social media monitoring platforms • Social listening vendors typically charge brands between $500 - $10,000 a month, depending on the amount of data required III. What are Brandwatch’s data sources? • Brandwatch collects data from a number of different publicly available sites, including social networks, blogs, forums, video / image sites, news sites, review sites and more • Brandwatch can collect data in 59 different languages • Data is collected in real time and can be tracked historically IV. What can student users expect from Brandwatch? • Brandwatch Student Ambassadors will be given 200,000 mentions per month • They will have unlimited access to the Brandwatch help center • Their account will be active for three months for free Queries I. What is a Query? • A Query is a search string that tells Brandwatch what data you want to collect • Queries are created adding context terms (the thing you wish to search for) and boolean operators (the parameters you wish to search by) II. What are the Boolean Operators? • Boolean Operators are terms used to structure your Query • Quotes = “apple juice”, will return mentions including the exact phrase 'apple juice' • The AND operator = apple AND juice, will return mentions where 'apple' and 'juice' are found on the same webpage • The OR operator = apple OR juice, will find mentions of ‘apple’ or mentions of ‘juice’ on any webpage • The NOT operator = apple NOT juice, will find mentions of ‘apple’ on a webpage as long as ‘juice’ is not mentioned on that same webpage • Brackets () = (apple AND juice) OR (apple AND sauce), will find mentions of ‘apple’ and ‘juice’ on the same webpage or mentions of ‘apple’ and ‘sauce’ on the same webpage • The hashtags: operator = hashtags:oscars, will return Twitter and Instagram mentions containing the hashtag ‘#oscars’ • The at_mentions: operator = at_mentions:katyperry, will return Twitter mentions containing reference to the @KatyPerry Twitter handle • The raw: operator = raw:M&M, will return mentions containing the phrase "M&M", specifically with capitalized Ms and an ampersand symbol. This would not bring back mentions of "M & M" or "m&m" as the raw: operator only brings the exact search term. Note that usually queries are not case sensitive • The wildcard operator * = complain*, will return mentions that contain the root word complain, e.g. 'complain', 'complaints', 'complained' etc. • The wildcard operator ? = customi?e, will return mentions all mentions where ? can be replaced by another letter, e.g. 'customise', 'customize' • The NEAR/x operator = ((apple) NEAR/5 (smartphone OR phone)), will return mentions where 'apple' is within 5 words of 'smartphone' or 'phone’ • The site: operator = apple site:twitter.com, will return mentions of the phrase ‘apple’ on the website Twitter.com • The url: operator = “Simon Cowell” AND url:msn.com/news, will return mentions of the name ‘Simon cowell’ on the news section of the MSN website • The links: operator = links:msn.com, will find mentions containing links to the msn.com website. • The title: operator = title:”apple juice”, will return any mentions where 'apple juice' appears in the page title of a website • The author: operator = author:justinbieber, will return mentions across all page types written by a specific author name, e.g. tweets, blogs or forums, by any author called justinbieber • The location operators = “apple juice” AND country:uk , will only return mentions containing the exact phrase ‘apple juice’ that have been identified as from the United Kingdom Dashboards: I. What is a Dashboard? • A dashboard is a template that allows clients to view their data • Dashboards can be fueled by data from either Channels or Queries. Each Dashboard is housed within a Project • Dashboards contain a number of segments called components which present data in a variety of different ways II. Different Dashboards • There are ten dashboards available, Summary, Facebook, Twitter, Instagram, Influencers, PR, Reputation, Trends, Demographics, Default (old). You can also build your own Dashboard from scratch using the Blank option. • The default dashboard comes with seven ready to use tabs: • Summary tab: A basic overview of the data in your query • Twitter tab: Multiple components showing Twitter specific information • Top sites tab: Information regarding the top sites in your query • Authors tab: A breakdown of authors within your query • Topics tab: Showing a word cloud with the top words and phrases within your query • Charts tab: Two charts showing sentiment and page type over time and one showing sentiment by page type. All charts can be customized • Mentions tab: The individual mentions that make up your query III. Using Filters within a Dashboard? • Every Dashboard can be filtered in a number of different ways. For example, sentiment, location or time Categories I. What is a Category? • A category provides a structured way to group similar mentions together • Categories are used in conjunction with Rules and filters to segment data • A category consists of a number of grouped subcategories. For example, a US President category could consist of Obama, Bush and Clinton subcategories Rules I. What is a Rule? • A feature that allows you to automatically perform actions on mentions in the future and the past • Rules can be used to change sentiment, add a category and add a star • Just like with Queries, boolean operators can be used with Rules Channels I. What is a Channel? • A dashboard showing an in-depth analysis of a single social media channel • Brandwatch Channels are available for Twitter and Facebook and Instagram • All publicly available Twitter and Facebook accounts can be tracked using Channels • Channels will start collecting data from the date they are set up and onwards • Channels do not collect historic data Demographics I. What are Demographics? • Demographics provides insights into the gender, location, profession and interests of the authors found by your Query or Channel • Due to API limitations, demographic data is only available for Twitter authors Filters I. What is a Filter? • A Filter is a way of sorting the data returned by dashboard components II. What type of Filters are there? • Sentiment filter: filter the sentiment of a mention (negative, positive or neutral) • Page type filter: filter the page type (news, blog, forum etc.) • Author filter: filter by authors • Impact filter: filter how impactful a post/site/author is. The score is comprised of; how much potential a mention has to be seen and how much a mention has been viewed, shared or retweeted • Forum thread filter: filter the number of posts in a forum • Blog filter: filter the number of comments on a blog • Twitter filter: filter by Twitter metrics • Location filter: filter by location • Site visitors filter: filter by website visitor metrics • Categories filter: filter by categories • Tag filters: filter by tags • Facebook filter: filter by facebook metrics Charting I. What are Brandwatch Charts? • Charts are a range of different graphs used to display data • The charts available in Brandwatch are bar charts, pie charts, line charts and tables Help Center I. What is the Help center? • The Help Center is a large library of user guides, FAQs and How To videos • To find information in the Help Center quickly and efficiently, use the pink search box located in the middle of the home screen Practice Questions Q 1. What is a Channel? A. A text communication tool for Brandwatch users B. A search string that uses boolean operators C. Brandwatch Analytics for YouTube and Vimeo D. A dashboard looking at an in-depth analysis of a single social media channel Q 2. What would this Query string find?: at_mentions:Brandwatch A. All instances of @Brandwatch being mentioned on Twitter B. Only mentions from @Brandwatch C. Retweets from the @Brandwatch account D. All instances of @Brandwatch being mentioned from anywhere on the web Q.3. Which actions cannot be performed using Rules? A. Change the sentiment B. Create a line graph C. Adding a category D. Adding a star Q.4. What do you see when you open the Help center? A. A list of example queries B. An FAQ C. A catalogue of videos D. A pink search box Q.5. What does the NEAR/x operator allow clients to do? A. Find mentions of two context terms within a predetermined amount of words B. Find mentions from locations within a predetermined amount of kilometers C. Find Twitter mentions posted within a predetermined amount of time D. Exclude certain terms Answers Q.1. = D Q.2. = A Q.3. = B Q.4. = D Q.5. = A Fancy a chat? Have a few questions? Reach out to us on Twitter @Brandwatch or communicate with fellow course mates and Brandwatch staff using #BrandwatchStudents .
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