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On Tuesday last week I was watching the thrilling Manchester Derby and like a few other people, noticed the pitch side adverts for @umbro.
Now I love Twitter as much as the next person, and find it incredibly useful but I was curious why Umbro had decided to advertise this and also what effect it would have on their followers. So I started to track this over the course of the game, and over the following days. Now I’m sure Umbro have many reason for advertising their twitter stream and there are plenty of social media experts out there who can tell us the reasons why. Below are my collection of facts and workings.

I thought this was interesting on a couple of levels:

• If you use Social Media as a response channel then your “response rates are transparent”, unlike previous “private” response channels like telephone, web, email etc…
• A response rate of 0.06% from my limited knowledge of media is comparable to other broadcast media?
• A cost per follower of £1 seems pretty reasonable if they become loyal followers and brand advocates  etc..?

References:
The Ad screen shots thanks to Nick Burcher
The Maths, see Google shared doc for data sources/assumptions

Just read on Mobile Entertainment that Shazam’s CEO Andrew Fisher announced at Midem yesterday that Shazam users are buying 300K songs per day. Pretty interesting to hear these figures.  If you assume that Shazam get an iTunes kick back of somewhere between 4-7% of the 79p purchase price (they may have negotiated slightly more with Apple – but there’s not much margin to go round) then this would equate to annual gross revenues of between £3.4m-£6m. Shazam recently introduced advertising and I believe they also have some B2B revenue streams so the revenue estimate suggested here is likely to be on the lower end of their real revenues.

Shazam announced at the end of 2009 hitting 20m users. So if you take this gross revenue range then this equates to an ARPU of between £0.17-£0.34.

Presentation / Pitch Notes/  Aide Memoir
(Blended from Dr Max Atkinson, Secrets of Steve Jobs, How to Pitch, Aristotle)

Prep- start on paper scripting, think of the story, how you’re going to paint the picture.
9 components delivered in 3 sections

ACT: ONE – CREATE THE STORY

1.  Headline / Title
   think < 140 characters, think how people are going to remember it, how press may regurgitate it
   concise, specific, and personal/relevant to the audience e.g. Introducing the iPod. 1,000 songs in your pocket. < Paint a Road Map – communicate the agenda. “Tell them what you’re going to tell ‘em” >
2. Passion statement – Why you care
   ‘I am excited about this product’ ’I built this because ….’ What’s your personal story behind this (stories are memorable!) Think what will connect with the audience
3. Answer the one Question that matters most to your Audience. Why should your audience care?
4. Key msgs with supporting points. For key points remember the rule of 3, the brain more adept at remembering points in 3s (goldilocks didn’t encounter four bears for a reason!) Include metaphors & analogies. Keep the points concise and simple like the title
5. Introduce the Antagonist : Villain. Establishing a antagonist early gives our minds a bucket-/category to place a new idea – your brain craves meaning not data. Start with the big idea not the detail.  In primitive times when man saw a sabre toothed tiger you’d think ‘will it eat me’ not ‘how many teeth does it have’! Use rhetorical questions to pain the picture of the villain-competitor, old ways of doing things.
6. Reveal the Conquering Hero :
   ACT TWO : Deliver the Experienc
7. Simplification, No Bullets
8. Dress up your numbers e.g. Eg 4m iPhones sold, that’s 20k every day on average
9. Partners/ customer evidence/ testimonials, People act like herds – not as individual as we think we are! Why did these customers buy? Save money, Save time, more efficiency?
   Give them reasons to make the decision as well, incentivise
   Add Zippy Words to your language (use analogies)
   Share the stage/ Theatre
   Brains crave variety, surprises
   We hate long speeches (> 20minutes is impossible for most to comprehend)
   Know what you don’t know (and get someone else to talk about that bit!)
   Stage your presentation with props/ Demo
   Build/ scope demo during planning phase
   You must commit to the demo
   You should have a back-up (live/ video/ alternative – just in case)
   Reveal a holy shit moment (Jobs technique)
   What’s the one single theme/ event or point you ant people to remember?
10. ACT 3 : REFINE & REHEARSE
    Look at the audience not the screen
    Use gestures, open posture
    Act like the leader you want to be
    Practice Practice Practice – apparently Jobs rehearsed extensively – There are “no naturals”
    Watch out for “filler words” ‘um’ ‘er’

Design/ Presentation Notes  Notes :

• No Bullet points. Unless you’re expecting people to read your document not listen to you
• Studies show bullet points are least effective ways to deliver messages
• Images more effective than words
• What else can you remove from the presentation:  simplify, remove clutter
• Plain English – no jargon, tech speak, complex sentences
• Keep words/ per sentence short
• Keep words simple (3+ syllable words are difficult to say and comprehend!)
• Use descriptive adjectives to create emotion ‘the coolest thing about the iPod is your entire music library fits in your pocket, insanely great
• Forget trying to impress people with your big words, complex technology, technical know how (as Jack Welch from GE said ‘insecure managers create complexity’

Components of a Good Demo (Guy Kawasaki)

• Short
• Simple – communicate no more than 1 or 2 key messages)
• Sweet  -  show the hottest features and differentiates your prod from competitors
• Swift – needs to be fast paced
• Substantial – how your product offers a solution to real world problems

Techniques to get rid of a script

• Write script in full
• Highlight key words from each sentence
• Delete extraneous words from sentences
• memorise the one key idea per slide

Useful Resources:

• http://www.usingenglish.com/  – stats on text density
• (UPDATED - http://howmanyreally.com/  – BBC/ Berg – Contextualises numbers and geography)

Aristotle’s outline for persuasive argument

1. deliver a story or statement that arouses audience’d interest
2. pose a problem or Q that has to be solved
3. offer solution
4. describe benefits/ specifics
5. call to action / try it now
6. introduce antagonist
7. Ask why should my listeners care?

Ultimate elevator pitch: 3 parts

• What u do
• What problem do u solve (nobody cares about ur product they care about what it means to them)
• How are u different ?

Connect with 3 types of Learner if you can:

• Visual Learners  – connect thru seeing 40%
• Auditory Learners – connect thru listening, stories/ personal experience 20-30%
• Kinesthetic Learners – hands on learners

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