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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