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BizReport : Social Marketing : April 17, 2012

Social media logos, messaging on television drive interaction

Television viewers are seeing more and more social media logos and messaging on their screens and, according to a new survey by Accenture, they are effective drivers of social interaction.

by Helen Leggatt

accenture logo.jpgA survey of 1,000 US adults by Accenture reveals that social media messaging and logos on television screens drives high rates of social media activity.

Almost two-thirds of survey respondents said they recalled seeing social network logos, such as Facebook and Twitter, while watching television programming. Forty-two percent recalled seeing a Facebook logo, 18% remembered seeing Twitter hashtags and 9% recalled Shazam symbols.

Of those who did interact with a show or ad while watching TV, "Liking" on Facebook was the most common (20%) while 7% went in search of a show's Twitter hashtag. Five percent used Shazam.

Of particular note is the high percentage (28%) of television viewers who recognized and knew how to interact with QR codes.

Accenture's survey revealed why television viewers are interacting with social media. For the most part it was to receive more information on a show, product or service.

However, as other studies have shown, their actions aren't necessarily driven by the desire to be social. Many look to social media to receive something of benefit such as a coupon or promotion code (32%) or to enter a competition (31%), found Accenture.

Other reasons for interacting with social media on television include:

- Watch more video (26%)
- Interact with others about a show or product (26%)
- Connect with other like-minded people (21%)
- Share or recommend a video or program (20%)
- Make a purchase (16%).

"The challenge to providers unlocking this enormous growth is convincing viewers that interacting with TV programming is valuable to them," said Robin Murdoch, Accenture's global Internet segment managing director. "You do that by offering compelling content that enhances the viewing experience coupled with things that extend the value into other areas of their lives. In parallel, you might make social media easier for viewers to use by integrating these capabilities into your existing distribution infrastructure."

Tags: brand marketing, consumer behavior, mobile marketing, social marketing, social media, social messaging, social network, television

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