This is one of the presentations from The Social Media Business Club November 2013 meeting in London. To view future events and meeting http://peterwilkinson.eventbrite.co.uk/

2. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
A Bit About The Social Media Business Club…..
The Social Media Business Club’s mission is: -
Helping businesses and individuals
gain the maximum benefit from social
media through collaboration,
knowledge, skills and access
to the industry’s excellence.

3. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
A Bit About The Social Media Business Club…..
The Social Media Business Club’s focus is: -
Enabling businesses to do better
business by bringing social media
to the heart of their culture.

4. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
A Bit About The Social Media Business Club…..
•The Social Media Business Club will meet here in London every third Wednesday
of the month.
•There will also be #SMBClub events in Bristol, Birmingham, Manchester, Leeds and
Nottingham through 2014.
•Top speakers from the specialist areas of social media business and social media
marketing.
•At the events we are focusing on three things – Quality networking | learning from
top speakers and each other | Fun and club team building.
•A wide range of sites and tools to help you in your business.
•At the end of 2014 we will be holding a focused exhibition here in London.
•Membership packages with tangible benefits that will help your business.

5. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
A Bit About The Social Media Business Club…..
On The Social Media Business Club LinkedIn, Facebook, Google
+, Twitter, blogs and portal sites you will find:
•The Social Media Business Club Buzz.
•Social media events listings.
•Free social media Business Suppliers Directory.
•Helpful how to, posts, blogs, tips and hints.
•A place to post and bid on social media business and marketing projects. The social
media business / marketing projects site has a mobile app too.
•Social media business / marketing jobs.
•A host of training from sponsors, members and suppliers

6. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
Social media and how it fits into the customer journey?…….
•
You are sitting on your couch contemplating where you
can go and eat some more of that delicious layer cake.

7. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
Social media and how it fits into the customer journey?…….
•
You look at your ipad and decide to see what your
friends and others in social media have said.

8. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
Social media and how it fits into the customer journey?…….
•
So much information, you are in overload
[this is the strategic paradox of social media]
•
So you tune out the unwanted and focus on what your
trusted friends and trusted peers are saying.

9. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
Social media and how it fits into the customer journey?…….
•
•
All the buzz in social space is positive and you have
looked at some video too.
•
•
Your friends can help, they have tasted and
experienced the delights of layer cake at Kirsty’s
Cake Shop.
An expectation of the quality of the cake and the service
delivery is formed.
So you look up Kirsty’s Cake Shop on social web and because you are one of
those that is still a bit traditional you check out the website too.

10. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
Social media and how it fits into the customer journey?…….
•
The website is excellent with socially integrated live streams that show people
commenting about their experiences.
•
•
By marin http://www.freedigitalphotos.net
The website (social web | web UX) considers the
ecological perspective and takes into account
social, anthropological and psychological factors. It gives
you the total experience. It also reinforces the brand
values, which you like.
The expectation is reinforced and you have made your
decision. This is where you are going to
take your party of friends on the girls’ day
out.

11. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
Social media and how it fits into the customer journey?…….
•
You reach Kirsty’s Cake Shop excited and expecting
great cake, coffee and an excellent service
•
Kirsty knows that delivering to expectations is important
so has gone to great lengths to ensure her staff are
completely in tune with what you are expecting

12. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
Social media and how it fits into the customer journey?…….
•
•
•
Your experience was superb and you tweet, Four Square
take photos and blog both from the shop and when you
get home. Your friends who are now where you were
three weeks ago are sitting on their couches and are now
getting the expectation set and the reinforcing messages.
You have made friends with staff in the shop and they
are now on your Facebook and twitter too
Kirsty knows that personalising your experience is important so she has taken steps to
profile you through social media and starts to think about using
BIG DATA to deliver a personalised experience to you the
next time.

13. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
What did Kirsty have to do in the business to ensure social media was putting
maximum benefit into the customer journey and developing internal benefits to the
business?…….
• Kirsty had to understand her culture, social media
maturity in her markets, company structure and
culture and marshal the leadership teams’ attitude
towards social media

14. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
What benefits did Kirsty expect to and realise from transforming her culture to enable
the maximum benefit from social media? ……
•
Innovation across all of the business – this is a
businesses’ life blood!
- Massive strategic advantage.
•
Bringing the customer to the center of cake and service
development.
- Massive cost savings and improved sales.
•
Using data to tune and personalise the external
marketing communications to manage
expectations, align brand values and
delight the customers.
- Return visits, loyalty & advocacy.

15. The Social Media Layer Cake – I hope you enjoyed the
layer cake too!
What benefits did Kirsty expect to and realise from transforming her culture to enable
the maximum benefit from social media? ……
•
Alignment of the senior management, people at the
service delivery end and the consumers’ expectations
- Organisational and strategic effectiveness and
efficiency leading to massive
cost savings and improved sales.
•
Massive economies of
scale, scope, learning, engagement, on boarding and
team working inside her culture.
- Massive cost savings.
•
Employer branding, talent management
and recruitment efficiencies giving better
staff retention, motivation and happiness.
- Massive cost savings.

16. The Social Media Layer Cake – I hope you enjoyed it!
Thank you for your time and if you wish to ask further questions you can
contact me or view The social Media Business Club sites through any of the
following and find:
•
•
•
•
•
•
•
•
The Social Media Business Club Buzz
Social media events listings
Free social media Business Suppliers Directory
Helpful how to, posts, blogs, tips and hints
A place to post and bid on social media business and marketing projects
Social media business / marketing jobs
A host of training from sponsors, members and suppliers
The membership packages with all the privileges and benefits …………
www.socialmediabusiness.uk.com
www.socialmediastrategy.org.uk
www.socialmediamarketing.eu.com
www.twitter.com/smm_uk
http://www.linkedin.com/groups/Social-Media-Business-Club-3070640
https://www.facebook.com/socialmediabusinessuk
https://plus.google.com/u/0/b/113926515713692730521/113926515713692730521/posts