Understanding Online Behaviors - Doing More With Social
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The document analyzes expressions of gratitude in Australia, particularly on Twitter, revealing an upward trend in gratitude-related mentions. It highlights that Australians predominantly express thanks in the context of support, events, and education, with a casual tone being most common. The findings indicate that organizations receive thanks more frequently than they give, suggesting a strategy for future marketing campaigns focused on encouraging gratitude on social media.
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?
- 4. Methodology
- 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
- 9. Key Findings
- 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
Editor's Notes
- #11: 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)
- #12: 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)
- #17: 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