Insights on people's feelings and its context gauged from the major #givingtuesday social media campaign for charity. What is driving, what are its outcomes etc.

1. #GIVINGTUESDAY
Uncovering the Feelings of Generosity!
Social media Digital Fingerprints of #givingtuesday campaign
Photo credit :Romel Antoine City year, Flickr
Sankar Nagarajan
TEXTIENT Analytics
www.textient.com
06, Dec’14

2. #GivingTuesday: The
Philanthropy Revolution Will
Be Hashtagged
The movement is meant to harness the collective
power of charities, families, businesses and
individuals to transform how people think about,
talk about and participate in the giving season.
Source – Forbes
http://onforb.es/1ycWNyJ

3. Uncovering the feelings of
#givingtuesday Campaign
From Social Media

4. Joy - The Dominant Emotion*
- Followed by Anticipation
 Joy & Anticipation range indicates feelings of Optimism, buoyancy & cheer
 Joy & Trust range indicates feelings of affection, interest, generous, ready, sympathetic , content,
pleased & co-operative
Twitter
Facebook
The
Discovery

5. Distinct Positive Feelings
Discovered from the primary emotions profile
 Positive emotions helps develop Social resource: Establishing & Solidifying Bonds.
 Positive emotions is said to motivate bonding, solidify commitment between partners .

6. Feelings & Significance
Significance
Feelings
Long-lived
Experiential
Directed
Directed: Zest, Cheerfulness, Pride, Anticipation, Surprise
Experiential: Joy,Pleased,Affection
Long-lived: Contentment
 %Feelings of Cheer (Joy) from (Donation Receivers) >= Cheer from (Donors)
 %Feelings of Pleased from (Donation Receivers) > Pleased from (Donors)
 %Feelings of Contentment from (Donators) > (Donation receivers)
A POSITIVE SIGNIFICATION FOR CHARITIES & NON-PROFIT FOUNDATIONS !
Here’s a news article to correlate this externally …. http://bit.ly/1z0xMXy

7. * Expressions of Happy feelings..
* Sample Excerpts
Much love for @pritixx for distributing warm winter essentials in #Surrey  #GivingTuesday #spreadlove
Wow! Thanks to all the generous donations yesterday we met our $10,000 #GivingTuesdaymatch grant! THANK YOU all, we are so grateful!
Heartfelt Thanks to our beloved spokesperson @Caxxx@Pexx for her giving to children all year long! #GivingTuesday
#GivingTuesday raised $27,891 for A_______programs! Thanksu for this resounding success! http://
The final #GivingTuesday numbers for #NoKid_____ are awesome! Over $120K thanks to @Hick___ generous match. And &; 144MM
impressions!
Thank you for giving to Sunday ____ for #GivingTuesday! We appreciate all the love.
Spent half my childhood @ Bxxx so yesterday was 2x awesome #givingtuesday | @bxxxx_bellevue: #Thanks @Wxxxxxxx! http://
We love our supporters! #GivingTuesday may be over, but our friends and neighbors are still giving!... http://t.co/c9oK1TlyWX
#GivingTuesday was huge success for #Chatxxxxl. Thanks to everyone for making a difference #EstoPxxxx http://
.@Bilxxx and I were thrilled by your generosity to @Shoxxx on #GivingTuesday. Here's why it matters:
With your #love & #support to our #epXXXX we will reach reading goal @Indi…. even with $1 #GivingTuesday
Another donation, in honor of #givingtuesday. :) Baby xxx, we are coming for xxxxx
I said yesterday on #GivingTuesday that charity is more than a hashtag, LIFE IS MORE THAN A HASHTAG too #E

8. Cues to Feelings of Cheerfulness
- Emotion context
Major themes
Excerpts of messages
Wow! Our #GivingTuesday goal was $15,000 and we far exceeded it, bringing in $20,000. We are so grateful to all...
Totally flattered that my #GivingTuesday approach resulted in friend's dad doubling his contribution to his fave charity in #Oregon.
Teaching children early what #GivingTuesday is all about.
@4kingxnxxx We are so blessed to partner with you in ministry! Thanks for helping new moms and babies for #GivingTuesday! -Emxx
IFD pancake breakfast benefitting #Bluexxx charity by ….. #GivingTuesday

9. Salience of Cheerful feelings
- Prominence background (Focus of attention..)
('awesome', 'people')
('awesome', 'feel')
('awesome', 'thanks')
('donated', 'please')
('great', 'working')
('generous', 'supporters')
('generous', 'people')
('amazing', 'end')

10. Cues to Anticipatory Feelings..
- Emotion context
Major themes of Anticipation
E.g. : Almost daily the @PRxxxx is blessed with some type of donation! Thank
You!!! For all who gave on #GivingTuesday, you were a blessing!
Our #GivingTuesday appeal lives on! We're happy to report that our generous donor
will be matching donations all week ..

11. Social reach of the Feelings..
* Social reach has a significant potential to influence the social network.
Emotional context of the messages can impact how the network is influenced..

12. Applications of this type of Analytics
• Provides deep insights on your Social media
marketing, Branding
– Consumer feelings Analytics provides insights on your
consumer behaviour patterns.
• Are people passionate about your product?
– Insights on the Cognitive aspects (Emotive-Personality)
traits of the consumers
• What is the personality trait, needs and values of the consumers
trusting your brand?
• ‘Human centric’ listening of your market & consumer
voice helps you to optimise your business better.

13. Thank you
Proudly analysed on the TEXTIENT platform
www.textient.com

14. Disclaimer
The views mentioned in this presentation my own
Data and charts if used, in the article have been sourced from available
information in the public domain and has not been authenticated by any
statutory authority.
Although every reasonable effort is made to present current information,
there are no guarantees of any kind. Data accuracy cannot be
guaranteed. Social analysis included herein are based on data from public
sources, but no representation or warranty, expressed or implied, is made as
to their accuracy, completeness, timeliness, or correctness. I am not liable for
any errors or inaccuracies, regardless of cause to you (readers).

15. Credits
• Photo –Romel Antoine City year, Flickr
• Creative commons Attribution 2.0 Generic (CC BY 2.0)