MyKidsTime.ie is a listings website for parents and their children in Ireland. I’ve been working with and advising CEO and Founder: Jill Holtz on their Facebook strategy for around 4 years. In that time, this Irish company has built an incredible Facebook presence. They are using the platform for both B2C and B2B, generating sales and new customers and all while continuing to drive massive levels of new fans and engagement.

1. How We Built The Most Effective Business
Facebook Page In Ireland?
MyKidsTime.ie is a listings website for parents and their children in Ireland. I’ve been
working with and advising CEO and Founder: Jill Holtz on their Facebook strategy
for around 4 years.In that time, this Irish company has built an incredible Facebook
presence. They are using the platform for both B2C and B2B, generating sales
and new customers and all while continuing to drive massive levels of new
fans and engagement.
Mykidstime Facebook fans and engagement levels
“Well done for an amazing success story. I don’t think I’ve ever seen PTAT figures
like that before” - Ian Cleary of Razorsocial.com. To give some idea as to how
successful Mykidstime are on Facebook, consider that according to Social Bakers -
the best performing local Irish brand on Facebook is Lyons Tea:
 Over 270,000 fans
 Are growing by nearly 500 fans per week
 And have a ‘People Talking About This’ (PHAT) of around 0.5%
Mykidstime have:
 Over 100,000 fans
 Are growing by nearly 6000 fans per week
 And have a PTAT metric that runs between 200 & 500% (The average is 2%)
This is a small Irish business that hasn’t invested in Facebook ads to increase their
fan base. Yet, they are now outperforming and overtaking Ireland’s most successful

2. brands – they’re competing with and beating companies with a much more
significant Facebook marketing budget.
Mykidstime Facebook traffic
Depending on which report you read and in which industry you reside, Facebook
should account for somewhere between 5 and 10% of your overall website traffic.
Mykidstime Facebook traffic now consistently runs at 50-70% which is 10+ times the
average and accounts for between 70,000 to 100,000 visits per month.
Mykidstime Facebook commerce
Mykidstime use Facebook to get advertisers for their website, publications and
newsletters. Last year, they launched the Mykidstime Store and used Facebook to
secure their first 15 suppliers/customers. Now, they regularly get multiple sales per
Facebook product update for their Store customers.
Why have
Mykidstime been
so successful on
Facebook?
 Passion - Jill and her
team were not only
passionate about
Mykidstime, they were
also passionate
parents. They were
ideally placed to
understand what it
was that would attract
other parents to
become part of their
Facebook community.
 Strategy -Quantifying
an ROI from social
media is only possible after you’ve developed a strategic plan that will make
measurement both clear and easy. Initially, we worked hard to ensure that the
Mykidstime Facebook strategy aligned perfectly with the overall goals of the
business.We then sought to measure the effectiveness of this strategy, and refine
our tactics in an effort to build higher and higher levels of engagement on
Facebook.
 Engagement – Understand how Facebook works and you will quickly grasp how
fundamental achieving engagement is to the success of any Facebook strategy.

3. While engagement in of itself won’t necessarily drive ROI, it will open the doors to
those opportunities that will. That’s why engagement always needs to be a
primary objective and motivator when it comes to Facebook marketing. Your
Facebook engagement levels need to be built upon, day after day and piece by
piece. Mykidstime have invested years in this regard and now enjoy a significant
portion of their Facebook posts going viral.
 Growth (Organic) - Many Facebook experts would have you believe that organic
fan growth is now almost impossible because of changes to the EdgeRank
algorithm, and that new fans need to be paid for via Facebook advertising.
Mykidstime prove that this is not the case but that you do need to be able to build
a very highly engaged page to sucessfully continue to drive organic fan growth.
 Content - Content is the key ingredient towards building an effective Facebook
presence. Mykidstime have a developed a comprehensive Facebook content
plan and schedule that includes different types of content. Each content type is
created with a different goal in mind i.e. 1) website traffic, 2) engagement, 3)
leads, 4) sales etc. Achieving the right content type mix (and schedule) is critical
when it comes to optimising on the overall effectiveness of the Facebook strategy
and getting it right is both an art and science.
 Execution – It’s amazing how many people and businesses are prepared to give
up on Facebook easily, with Mykidstime this was definitely not the case. While
they may not have invested significant monies, Jill and the Mykidstime team have
invested significantly in understanding the platform, creating great content and
building their community. As someone who has working and learned with them,
and for an extended period of time – I’ve seen first-hand the amount of work and
thought that goes in. They are now on the verge of taking both their Facebook
community and their business onto the international stage and it’s been an
absolute pleasure to watch them evolve and grow to this point.
Images: ”Mykistime/Facebook“
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