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Understanding Online Behaviours
Insight into the expression of gratitude in Australia
ARTHUR WADE/ SOCIAL MEDIA ANALYST
The Brief
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
Understand expression of gratitude
across Australia
Inform a future marketing
campaign, encouraging Australians
to show gratitude on social media
Contribute to charitable causes
based on this activity
Background
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
Are Australians
thanking other
individuals or business
organisations / not for
profit entities?
What type of Australian
organisations do
people thank the most?
What are the things
across Australia that
people are thanking
for?
Methodology
Methodology
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
• Initial query set up to capture
expressions of gratitude
• Statistically confident random
sample of mentions
• Manual categorisation of each
mention within the sample
Advantages of manual sampling
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
• Data led approach
• Richness of the data
• Human layer of analysis
Manual Sampling/ Categorisation
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
TONE CONTEXT
Manual Sampling/ Categorisation
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
WHO IS BEING THANKED? ORGANISATION TYPE
Key Findings
There was an upward trend in Australians
using Twitter to express gratitude.
BRANDWATCH.COM
0
50
100
150
200
250
300
350
400
450
TOTALMENTIONS
Authors were most likely to express thanks in
the context of being given support /help
BRANDWATCH.COM
14%
12%
9% 8%
7%
6% 5% 4% 4% 3%
0%
5%
10%
15%
Support /
Help
Service Event /
Occasion
Sharing Follow Praise Friendship
/ Family
Political Teaching /
Education
Survey/
Feedback
%TOTALMENTIONS
Authors commonly expressed thanks in a
casual tone
BRANDWATCH.COM
41%
27%
14%
6%
4%
4% 4%
EMOTIONAL
TONE
Casual/ Neutral
Happy/Excited
Heartfelt
Sarcastic
Amused
Angry / Frustrated
Supportive
BRANDWATCH.COM
HEARTFELT
” Tears and happiness all rolled into
one! What an extraordinary
adventure. Thank you Captain
Gennaro and team for this amazing
(and safe) world circumnavigation "
CASUAL
“ @rhaegardied I’ll have to look
again, cos ive only seen the
originally released ones – thanks
tho! "
Support / Help Service
Event /
Occasion
Sharing
Friendship /
Family
Cause/ Political
Teaching /
Education
Heartfelt 20% 11% 16% 2% 5% 5% 7%
Happy/Excited 31% 15% 12% 13% 7% 0% 6%
Impressed/
Surprised
0% 33% 25% 0% 8% 8% 8%
Supportive 6% 25% 6% 19% 6% 6% 0%
Casual 11% 8% 10% 16% 5% 3% 4%
Sarcastic 6% 12% 0% 0% 6% 24% 6%
Angry /
Frustrated
8% 33% 8% 0% 0% 42% 0%
BRANDWATCH.COM
POSITIVETONE
CONTEXT
Heartfelt appreciation occurred in the context
of support, events and teaching
Organisations were more than twice as likely
to receive thanks than to give it
BRANDWATCH.COM
84%
61%
16%
39%
0%
25%
50%
75%
100%
Giving thanks Receiving thanks
%TOTALMENTIONS
Individual Organisational
BRANDWATCH.COM
61% 24% 15%
0% 25% 50% 75% 100%
WHO IS BEING THANKED?
Individual Business Organisation / Not for Profit Group of individuals
Individuals and groups of individuals were
thanked the most
BRANDWATCH.COM
64% 18% 7% 6%
2%
2%
0% 25% 50% 75% 100%
ORGANISATION TYPE
Commercial Business/ Company Entertainment organisation Not for profit entity
Professional sports organisation Environmental organisation Interest Account
Charity
Commercial businesses / entertainment
organisations were the most thanked
BRANDWATCH.COM
Individuals most likely thanked in the context
of sharing, praise and friendship/family
15% 14% 6%
3% 11% 18%
82% 75% 76%
0%
25%
50%
75%
100%
Sharing Praise Friendship / Family
%TOTALMENTIONS
CONTEXT BY RECIPIENT OF THANKS
Business Organisation / Not for Profit Group of individuals Individual
Key Findings
BRANDWATCH.COM
• Upward trend in Australians using Twitter to
express gratitude.
• Diverse range of contexts to Tweets expressing
gratitude by Australians.
• Organisations were more than twice as likely to
receive thanks than to give it.
Key Findings
BRANDWATCH.COM
• 41% of the expressions of thanks were
casual/neutral in tone. A strongly resonant
branding campaign will need to design careful
messaging to cut through the noise.
• The contexts that frequently drove the most
strongly positive emotional tone were
support/help, events/occasions and
teaching/education.
Summary
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
Approach social research from
different & interesting angles
Manual sampling / categorisation to
provide a deeper understanding of
our social data
Understand expression of gratitude
in Australia & Inform a future
marketing campaign, encouraging
Australians to show gratitude on
social media
Email arthurw@brandwatch.com
Office +44 (0)1273 448 925
Arthur Wade
Social Media Analyst
BRANDWATCH.COM

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Understanding Online Behaviors - Doing More With Social

  • 1. Understanding Online Behaviours Insight into the expression of gratitude in Australia ARTHUR WADE/ SOCIAL MEDIA ANALYST
  • 2. The Brief NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Understand expression of gratitude across Australia Inform a future marketing campaign, encouraging Australians to show gratitude on social media Contribute to charitable causes based on this activity
  • 3. Background NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Are Australians thanking other individuals or business organisations / not for profit entities? What type of Australian organisations do people thank the most? What are the things across Australia that people are thanking for?
  • 5. Methodology NOW YOU KNOW | #NYKCONF BRANDWATCH.COM • Initial query set up to capture expressions of gratitude • Statistically confident random sample of mentions • Manual categorisation of each mention within the sample
  • 6. Advantages of manual sampling NOW YOU KNOW | #NYKCONF BRANDWATCH.COM • Data led approach • Richness of the data • Human layer of analysis
  • 7. Manual Sampling/ Categorisation NOW YOU KNOW | #NYKCONF BRANDWATCH.COM TONE CONTEXT
  • 8. Manual Sampling/ Categorisation NOW YOU KNOW | #NYKCONF BRANDWATCH.COM WHO IS BEING THANKED? ORGANISATION TYPE
  • 10. There was an upward trend in Australians using Twitter to express gratitude. BRANDWATCH.COM 0 50 100 150 200 250 300 350 400 450 TOTALMENTIONS
  • 11. Authors were most likely to express thanks in the context of being given support /help BRANDWATCH.COM 14% 12% 9% 8% 7% 6% 5% 4% 4% 3% 0% 5% 10% 15% Support / Help Service Event / Occasion Sharing Follow Praise Friendship / Family Political Teaching / Education Survey/ Feedback %TOTALMENTIONS
  • 12. Authors commonly expressed thanks in a casual tone BRANDWATCH.COM 41% 27% 14% 6% 4% 4% 4% EMOTIONAL TONE Casual/ Neutral Happy/Excited Heartfelt Sarcastic Amused Angry / Frustrated Supportive
  • 13. BRANDWATCH.COM HEARTFELT ” Tears and happiness all rolled into one! What an extraordinary adventure. Thank you Captain Gennaro and team for this amazing (and safe) world circumnavigation " CASUAL “ @rhaegardied I’ll have to look again, cos ive only seen the originally released ones – thanks tho! "
  • 14. Support / Help Service Event / Occasion Sharing Friendship / Family Cause/ Political Teaching / Education Heartfelt 20% 11% 16% 2% 5% 5% 7% Happy/Excited 31% 15% 12% 13% 7% 0% 6% Impressed/ Surprised 0% 33% 25% 0% 8% 8% 8% Supportive 6% 25% 6% 19% 6% 6% 0% Casual 11% 8% 10% 16% 5% 3% 4% Sarcastic 6% 12% 0% 0% 6% 24% 6% Angry / Frustrated 8% 33% 8% 0% 0% 42% 0% BRANDWATCH.COM POSITIVETONE CONTEXT Heartfelt appreciation occurred in the context of support, events and teaching
  • 15. Organisations were more than twice as likely to receive thanks than to give it BRANDWATCH.COM 84% 61% 16% 39% 0% 25% 50% 75% 100% Giving thanks Receiving thanks %TOTALMENTIONS Individual Organisational
  • 16. BRANDWATCH.COM 61% 24% 15% 0% 25% 50% 75% 100% WHO IS BEING THANKED? Individual Business Organisation / Not for Profit Group of individuals Individuals and groups of individuals were thanked the most
  • 17. BRANDWATCH.COM 64% 18% 7% 6% 2% 2% 0% 25% 50% 75% 100% ORGANISATION TYPE Commercial Business/ Company Entertainment organisation Not for profit entity Professional sports organisation Environmental organisation Interest Account Charity Commercial businesses / entertainment organisations were the most thanked
  • 18. BRANDWATCH.COM Individuals most likely thanked in the context of sharing, praise and friendship/family 15% 14% 6% 3% 11% 18% 82% 75% 76% 0% 25% 50% 75% 100% Sharing Praise Friendship / Family %TOTALMENTIONS CONTEXT BY RECIPIENT OF THANKS Business Organisation / Not for Profit Group of individuals Individual
  • 19. Key Findings BRANDWATCH.COM • Upward trend in Australians using Twitter to express gratitude. • Diverse range of contexts to Tweets expressing gratitude by Australians. • Organisations were more than twice as likely to receive thanks than to give it.
  • 20. Key Findings BRANDWATCH.COM • 41% of the expressions of thanks were casual/neutral in tone. A strongly resonant branding campaign will need to design careful messaging to cut through the noise. • The contexts that frequently drove the most strongly positive emotional tone were support/help, events/occasions and teaching/education.
  • 21. Summary NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Approach social research from different & interesting angles Manual sampling / categorisation to provide a deeper understanding of our social data Understand expression of gratitude in Australia & Inform a future marketing campaign, encouraging Australians to show gratitude on social media
  • 22. Email arthurw@brandwatch.com Office +44 (0)1273 448 925 Arthur Wade Social Media Analyst BRANDWATCH.COM

Notas del editor

  1. Thanks for specific support/help given emerged as the most common theme for online gratitude amongst Australians – e.g. customer service kudos when support was provided, or in the sake of friendship e.g. recovering from an illness A good demonstration of the wide array of themes and contexts present in expression of gratitude Spanning from social media specific (thanks for the share/follow etc.) to offline occasions such as business events or occasions (thanks for the lovely day)
  2. Thanks for specific support/help given emerged as the most common theme for online gratitude amongst Australians – e.g. customer service kudos when support was provided, or in the sake of friendship e.g. recovering from an illness A good demonstration of the wide array of themes and contexts present in expression of gratitude Spanning from social media specific (thanks for the share/follow etc.) to offline occasions such as business events or occasions (thanks for the lovely day)
  3. Authors were most likely to thank other individuals or groups of individuals (76%) – business organisations / not for profit entities only recipients of ~24% of overall gratitude Commercial business organisations / not for profit entities only the recipients of 24% of overall gratitude