Facebook Fan Page Makeover: IBAL

ibal logo

Client:

International Business Academies Limited | http://www.facebook.com/connectgrowprofit

Service offered:

Facebook Fan page design and engagement marketing consulting

Background:

Kathleen Smart is co-founder of International Business Academies Limited. IBAL is business-to-business network providing continuing education and peer-to-peer networking for entrepreneurs and small businesses in the Atlanta, Georgia area.

IBAL had the typical bland fan page. There were no customized applications or designs applied to the page.

To Kathy’s credit, she had built a decent fan base before working with Sachi. However, this was through pure hard work and hustle. Upon looking at her metrics, we saw she had no engagement; there was no interaction between the group and the fan base.

Goals

Like many membership driven business-networking groups, IBAL had two goals;

  1. Increase paid membership
  2. Allow for members to connect and interact with each other to support their own business networking objectives

Strategy

We implemented several Facebook applications to her page. Because IBAL is already active on Twitter, we implemented a Twitter feed reader that would import the Tweets. This would save Kathleen the hassle of having to copy and paste the tweets to her fan page status update box.

Much like the majority of other pages, when people landed on hers, they would land on the wall. We created a new customized page, which would be the page that visitors would land on. It had the following call to actions such as:

  1. Information about the organization
  2. Allowed visitors to connect with SBT on other social media sites such as Twitter and Linkedin,
  3. Link to her calendar of events on IBAL corporate website. This is important since the heart and soul of every networking group is their events.

We also created another customized page that acted as a social media directory for IBAL members. The social media directory would encourage paid members of IBAL to list their social media profiles such as their fan page or Twitter account. This resulted in a couple of things:

  • It gives each listed member greater exposure to their business via the social media profiles.
  • It would help IBAL achieve their goal of connecting their members to each other.

Results

After implementation of a new design and providing help on engagement marketing strategies, IBAL achieved the following:

  • Improved engagement between IBAL and the fan base. IBAL had a better understanding of what type of content would increase interaction with the fans. The installed applications made the interaction more dynamic as well. Through Insight, Facebook’s analytics program, we were able to track the improved interaction with the fan base.
  • Improved clarity of the organization’s purpose—New potential fans had a better understanding of what the group was about through the customized designs.
  • Improved interaction between IBAL members. The social media directory not only allowed for members to network with each other but also support the local business community.
  • Increased sales of paid membership.