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Understanding Online Behaviors - Doing More With Social

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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.

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Understanding Online Behaviors - Doing More With Social

  1. 1. Understanding Online Behaviours Insight into the expression of gratitude in Australia ARTHUR WADE/ SOCIAL MEDIA ANALYST
  2. 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. 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. 4. Methodology
  5. 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. 6. Advantages of manual sampling NOW YOU KNOW | #NYKCONF BRANDWATCH.COM • Data led approach • Richness of the data • Human layer of analysis
  7. 7. Manual Sampling/ Categorisation NOW YOU KNOW | #NYKCONF BRANDWATCH.COM TONE CONTEXT
  8. 8. Manual Sampling/ Categorisation NOW YOU KNOW | #NYKCONF BRANDWATCH.COM WHO IS BEING THANKED? ORGANISATION TYPE
  9. 9. Key Findings
  10. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22. Email arthurw@brandwatch.com Office +44 (0)1273 448 925 Arthur Wade Social Media Analyst BRANDWATCH.COM

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