Understanding Online Behaviors - Doing More With Social

Understanding Online BehavioursInsight into the expression of gratitude in Australia

ARTHUR WADE/ SOCIAL MEDIA ANALYST

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

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?

Methodology

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

Advantages of manual sampling

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• Data led approach

• Richness of the data

• Human layer of analysis

Manual Sampling/ Categorisation

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TONE CONTEXT

Manual Sampling/ Categorisation

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WHO IS BEING THANKED? ORGANISATION TYPE

Key Findings

There was an upward trend in Australians using Twitter to express gratitude.

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050

100150200250300350400450

TOTA

L M

ENTI

ONS

Authors were most likely to express thanks in the context of being given support /help

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Support / Help

Service Event / Occasion

Sharing Follow Praise Friendship / Family

Political Teaching / Educa-

tion

Survey/ Feed-back

0%

5%

10%

15%

14%12%

9% 8% 7% 6% 5% 4% 4% 3%

% T

OTAL

MEN

TION

S

Authors commonly expressed thanks in a casual tone

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41%

28%

14%

6%4%

4% 4%

EMOTIONALTONE

Casual/ NeutralHappy/ExcitedHeartfeltSarcasticAmusedAngry / FrustratedSupportive

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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 /

FamilyCause/ 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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POSI

TIVE

TON

E

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

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Giving thanks Receiving thanks0%

25%

50%

75%

100%

84%61%

16%39%

Individual Organisational

% T

OTAL

MEN

TION

S

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0% 25% 50% 75% 100%

61% 24% 15%

WHO IS BEING THANKED?

Individual Business Organisation / Not for Profit Group of individuals

Individuals and groups of individuals were thanked the most

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0% 25% 50% 75% 100%

64% 18% 7% 6%2%

2%

ORGANISATION TYPE

Commercial Business/ Company Entertainment organisation Not for profit entityProfessional sports organisation Environmental organisation Interest AccountCharity

Commercial businesses / entertainment organisations were the most thanked

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Individuals most likely thanked in the context of sharing, praise and friendship/family

Sharing Praise Friendship / Family0%

25%

50%

75%

100%

15% 14% 6%3% 11% 18%

82% 75% 76%

CONTEXT BY RECIPIENT OF THANKS

Business Organisation / Not for Profit Group of individuals

% T

OTAL

MEN

TION

S

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Key Findings• 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.

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Key Findings• 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

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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

Email arthurw@brandwatch.com Office +44 (0)1273 448 925

Arthur WadeSocial Media Analyst

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