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Facebook Case Study: The Mykidstime Success Story

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Facebook Case Study: The Mykidstime Success Story

Mykidstime’s mission is to be the best listings website for parents looking for information on activities and classes for their children in their local area (in Ireland). Disclaimer: I have been helping them with their Facebook presence.

Growing your Facebook fan base is about nurturing and caring for your community, providing them with content, conversations and activities that are especially for them.

The following are some of the ideas we’ve implemented at Mykidstime to help grow their Facebook community over the last three months:

Step 1: Create a special welcome for your community. Customising your Facebook page not only increases the numbers of likers but also gives you an opportunity to include specific calls to action.

Below is the Mykidstime Facebook welcome tab, which we customised to include a newsletter sign up call to action (top right), and a welcome video from the Mykidstime owners, Jill and Michelle.

Step 2: Make Facebook a great place for your community to hang out. Your Facebook page needs to offer something that your fans can’t get elsewhere.

We created a Locations tab to allow the Mykidstime Facebook user to easily find and click through to their local Mykidstime Facebook page. This means that regardless of which one of the Mykidstime Facebook pages a Facebook user lands on, they can quickly find their own region and information.

Step 3: Involve your community with your content. Getting your community on Facebook to help generate content ensures that that your content is attractive to that same community.

We involved the Mykidstime community in our content creation strategy, one of the ideas that we came up with was to create a Christmas Treats Recipes e-Book made up entirely of recipes submitted by our community, the parents.

Step 4: Create special events for your community. Special events will allow you to quickly create  high levels of interaction amongst your fans.

We ran a series of events on the main Facebook page, the most unique been a series of Facebook Live Q&A with representatives of the political parties in the run up to the Irish General Election.


Step 5: Give your community what they want. Get to know your community well so that you can ensure that your Facebook page gives them unique opportunities and provides them with a place of value online.

These Live Q&As gave the Mykidstime community the opportunity to ask the political parties about the issues that directly affect them.

Step 6: Reward your community. Your community will act as your brand ambassadors but it’s very important to let them know that you appreciate their efforts.

To reward any members of the Mykidstime facebook community that went the extra mile on our behalf, so we created a Fan of the Month to say thank you.


The Results:

The total Mykidstime Facebook community has grown by 62% to 10144 fans in just over 3 months. More importantly however is that interactions with Mykidstime content on Facebook has gone up 100s of percentages during the period.

In other words, they are now starting to develop an engaged, invested and cared for community on Facebook. Website traffic has also seen an increase, with traffic from Facebook having more than doubled and going from 8% to 15% of the total site’s traffic.


The fundamental reason why a small business, like Mykidstime can deliver results so quickly on Facebook is that they genuinely care about their community. The people who make up their Facebook community matter greatly to the business and to the owners of the business.

In turn, everything that attempt to do on Facebook is to support and nurture their community, and the community has responded accordingly.

While this might at first seem like a simple enough concept, It’s actually not! And the main reason behind why many small businesses continue to struggle with Facebook.

Please share any other examples of small businesses using Facebook really well in the comments below.

Thanks for reading,



Digital expert, top 10% influencer with over 10 years’ senior management experience - including managing projects and teams, and growing companies in the Irish, international and online marketplaces. Co-founded one of the largest B2B blogs in the world, helped grow a B2B social media to over 1,000,000 members, created the strategy for one of the most effective SME Facebook pages in the world and have grown 3 business websites (, & to in excess of a 100,000 unique visitors per month. Have consulted and worked with both corporate and SME clients on leveraging digital to drive business KPIs. Speaker at industry events, have authored several industry reports on the Digital Economy and appeared in the New York Times, Washington Post, Business Insider and other leading online and offline business publications. Specialities include: Entrepreneurship Business Development, Start-ups, Business Planning, Management, Training, Leadership, Sales Management, Sales, Sales Process, Coaching, Online Advertising, Blogging, Online Marketing, Social Media Marketing, Digital Marketing, Content Marketing, SEO, Social Media Strategist, Digital Strategy, Social Media ROI, User Generated Content, Social Customer Care.

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  • Hi Niall,nI’m interested in your opinion about having a customised landing tab on Facebook as opposed to the wall. I know the reason why so many people prefer facebook to a company’s website is that the wall is active and dynamic whereas in comparison a website can seem a bit dead as it does not have the ineraction that a facebook page has. So do you think making a customised tab the default landing tab makes the facebook page more like a website and therefore looses some of the advantages that facebook has? nnI don’t think it does but I don’t have any stats on user interaction on facebook pages with customised landing tabs vs facebook pages with the wall as the landing tab. nnAlso do you think that the fact that you dont see the customised landing tab as the default landing tab when you visit the facebook page with a smart phone makes them less effective. I would say that 90% of the time i use facebook it is on my iPhone so I don’t get to see the customised landing tabs of many pages.

  • Bob

    Very interesting case study Niall. And a great result for you client.nInteresting question from Beatrice below about smart phones. I weasn’t aware of this–will look out for your reply. I am in the process of launching an online TV station for 15-35 year olds and will be using a variety of online media for this.nFacebook will form the core of the marketing strategy and I would like to get an idea of what a campaign such as you ran for Mykidstime would cost me.

  • Depending on where you a read, a customised welcome tab increases likes by up 100%. You need to remember that the two places people will potentially interact with your content is first, when they decide to like your page or not and thereafter it’s via their newsfeed, most fans will rarely re-visit your FB page after they like it This is the reason your welcome needs to stand out and communicate your USP quickly. As regards smart phones, check out any of the smart phone companies on FB and they will all have a customised welcome tab, I’m sure 🙂

  • Hi Bob, please call me on 087 7750405 to discuss.

  • Hi Bob,nI look forward to hearing more about your online TV station. I recently did an interview with Kildare TV who are about to relaunch their website. You can see details on my blog at . When you have yours up and running send me details as I would love to do a story on it.

  • Customised tabs it is then 🙂

  • Tonysoprana

    My Kistimes ??? edit Niall

  • Thanks Tony, done 🙂

  • Thanks Tony, done 🙂

  • Luke –

    Hi, Niall excellent article and case study. As I’m very shortly turning my attention to our facebook page after the new website( and blog…. Gulp!) completes I am very interested to fond put the answer to the question Beatrice posed as my own usage and experience is broadly similar.

  • Hey Luke, happy to provide any heads up I can?

  • Thanks for this Niall!nApropos we just published a case study for of sponsored stories versus normal facebook ads

  • Hi Helen, 

    What a great story on so many levels, both on a personal level but also in business. Deciding not to go freemium was/is a great move as it highlights the value of the product. And the awards confirm this. 


  • Thanks Ivan, I agree. The product is worth paying for, and in-app advertising would be inappropriate for the users. Interesting also how the app turns an iPod into a travel version of the iPad for days out.
    As you say, a great story on many levels. ~ Helen

  • I really like the point you make about the iPad only displaying one app at a time! Also, because this is a real world explanation of applying cloud, it will give it meaning for many. Well done, Elaine! 🙂  

  • Hi Lisa, On behalf of Bloggertone: thank you for doing the interview and congrats on your success so far.  

  • Hi Lisa – your story is so inspiring, I couldn’t be more impressed. As the X-factor judges often say, you have no idea how good you are!
    Thanks a million for doing the interview and for being so honest and engaging.
    You are indeed a business woman 🙂

  • Thank you kindly Lorna.

    Hand Up!!! I also did the 20 tabs open – it never improved my productivity, they were left open as reminders, and sometimes meant I never shut down my laptop for days!!
    Change the system and tabs will feel like a distant past 🙂
    Of course I understand developers and SEO types need to have different browsers with multiple tabs open, but they wouldn’t rely on an iPad in that case anyway

  • Thank you Niall, it’s a matter of finding something that works effectively. It’s not for everyone, however I believe exploration and ability to evolve is critical

  • You said it Mona, thanks for sharing your experience. 
    One thing I didn’t mention is recording on the iPad while another app is running is not yet possible (as far as I know) so further development needs to be done to provide me with better functionality in recording training sessions on the iPad.

  • Chris Winning

    I completely agree – ipad is the way to go! With (free app!) remote access, I have access to everything I would have if I were sitting in the office working on my PC and I can enlarge the print in a flash! it’s a fright to be getting old!! Well done Elaine.

  • Chris,
    That is a hugely inspiring comment – thank you for sharing! I am pleased you have found a device and a system that works perfectly for you!

  • A great interview Helen and John. A vital resource for a specific target market. I just love WIN-WIN situations and this is a perfect example John.

    Well done and wishing you every success at Appland 🙂

  • Anonymous

    Really fascinating Helen and it will be so interesting to see what happens over the first year of offering his App for free. I can see John’s thinking about why he is making it free – wider reach and (as long as it’s used) a constant potential source of leads back to his business. 

    I wonder if it would be worthwhile creating some tests of free and not free offers to different but comparable segments? Could it be that the conversion rate for those who place even a small value on an App would be higher, even if the take up levels for the App may be smaller?  

  • Great first post Adler,
    Very interesting point Niall makes below about mobile. And I agree that customisation is imperative, some time should be dedicated to research the targeted emails more.
    More business owners need to explore the email clients better too – and get away from traditional email from a desktop app.

  • Great to hear that feedback! Noting like making aperson feel more than just a number and really meaning it too

  • Christina Giliberti

    And now we know why you are such a success Elish – you radiate with energy and charm….arhhh, you didn’t mention charming the crowd!
    Its diffcult to stay as ‘fresh’ if the day drags, but every passer by is a potential customer or client so each first impression counts.
    Exceelnt tips!

  • Awwshucks and Thank you. I did Write about Charming & Captivating the crowd in the style of a hypnotic school of Burlesque in an earlier post – I hope that helped?
    True you raise a greta point about staying fresh and now I wish I had that in my post:. Here’s My advice : To keep the team fresh you can do 3. things

    1. Rotate their roles and position
    2.Let them take turns scouting the rest of the space to look at how other people are doing it. Whilst also letting them take turns networking off-stand.
    3. Let them take turns posting their favourite pics on instagram, twitter or on the company FB page . This makes them observe the environment more and allows the team to engage on social media in a structured way

  • I know now what to work on 🙂 Great article and also a bit scary for those of us who have no affinity towards the financial side of the entrepreneurial life.

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