47 Project

This week’s episode made us hungry, and not just for food. After co-hosts Jennifer Leggio and Aaron Strout had the opportunity to chat with Winnie Hsia (@MissWinnie), Social Media Specialist for Whole Foods (@WholeFoods on Twitter), we were reminded that if you have a passion for customers and the business you are in, it is possible for that passion to resonate up the corp ladder influencing change in long-standing policies etched in proverbial stone by a 30 year old company. It’s also rad when you can applicably discuss business and food in the same show. You can listen to this episode here.

First topic of the show was our Social App of the week. With location-based apps and functionality becoming more than just a personal novelty, making their way into the advertising space, marketing campaigns and creating more biz partnerships, it’s a very hot topic right now. This week we chose location-based app Whrrl. This app has been around for a few years and while it is not new and they offer some of the standard features of the other loc-based apps, one of the things that sticks out is their “Societies” feature, making it easier for you to virtually group together with others that share your specific interests and passions. Giving users an option to either join a “Society” or create their own if they haven’t found one that serves a need or specific interest they’re looking for, is a great way to foster new relationships virtually and meet new friends in a way that is more meaningful online. Really cool.

Next was our featured guest, Winnie Hsia. Many of us can vouch for the fact that it’s always a challenge bringing social media into an older company. While she started out doing some part-time stuff on Twitter/Facebook for Whole Foods, Winnie was able to create value for Whole Foods quickly within the social media landscape and has since turned it into a full time job. From answering questions from headquarters via various social media channels, to encouraging and educating individual store managers on how to leverage SM to increase sales and customer involvement, she has really helped paved the way for a company based on everything organic, gracefully transition into the digital lives of it’s customers without missing a beat. She has found a way to utilize her passion for food, community and technology to connect and engage with customers on Twitter, Facebook and beyond. Her closing tweetable thought was so awesome I had to make it the title of this blog post: “Be interesting and be interested.”

Finally, our Twitterer of the week was none other than Jo Garfein (@JOpinionated). After reading through her tweets, credentials and various projects that she is part of, I assure you that if you at all think you are truly in the know when it comes to pop-culture, you have more than met your match with Jo. She is a pop culture content machine and an unparalleled Lost fan. You can check out her various projects at JOpinionated.com. Jo, we love your tweets!

Last but not least, for our point/counterpoint segment, Aaron & Jennifer went on to discuss businesses being able to attach a dollar value to a fan or follower. This to me is the Holy Grail of data in social media, data that if at least 85%+ accurately established and forecasted, will finally allow businesses to fully harness SM for revenue purposes as well as help those of us in running the  SM show to be more iron clad in our pitches to executives and both internal/external clients in business. The discussion was sparked by Q’n'D after discovering and reading a recent article posted at GigaOM. They do a terrific job discussing some of the challenges and discoveries covered in a recent report developed by Syncapse, a social media measurement firm.

Here are some of the more insightful takeaways from the study:

• On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of, compared to those who are not fans.
• Fans are 28 percent more likely than non-fans to continue using a specific brand.
• Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends.

This information is definitely helpful and was finally presented in a way that most of us in business can make sense of. It also reinforces how marketing will always be, to some extent or another, a series of moving targets that will evade our business objectives if we don’t make research a huge part of the equation.

Next week we’ll talk to Bob Knorpp, of The BeanCast. Please join us next Thursday live at noon PT / 3 ET in the Blog Talk Radio chat room or feel free to listen anytime on iTunes. Have a great weekend!

Onward.