A client wanted to know how people express gratitude in Australia, Arthur Wade from the research service team shows us how targeted social analytics can do just that.
2. The Brief
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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
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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
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• 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
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• Data led approach
• Richness of the data
• Human layer of analysis
10. There was an upward trend in Australians
using Twitter to express gratitude.
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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
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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
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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%
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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
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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
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• 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
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• 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
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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
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)
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)
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