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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
