Cost-Effective Content Management System Case Study - Public Diplomacy Magazine

University of Southern California's Annenberg School for Communication turns to ImageBeam for re-branding and new online publication website.

ImageBeam designed and built a Wordpress powered Content Management System (CMS) website for USC Annenberg School for Communication Public Diplomacy Magazine. This new website allows a student-run editorial magazine to share their mission, publish new issues of their magazine and interact with readers in new ways.

When We Started

Public Diplomacy Magazine was delivering an amazing printed version of their publication. Yet when we met them, the quality of the publication did not translate onto their site, which felt dated and clunky to navigate. It didn't give the user the experience the staff wanted - that of an international publication which readers are immersed in the content. It was also impossible for the publication staff to update the website.

"We needed ImageBeam to help turn the site into something we felt spoke to our mission and something we could work with ourselves in the future." -Katherine Keith, Senior Editor.

Public Diplomacy Magazine former website (above)

"We were concerned with delivering a professional product on a limited budget, but ImageBeam was understanding and cooperative, devising a plan that exceeded our expectations." -Tala Mohebi, Editor-in-Chief

When We Were Finished

ImageBeam delivered a newly furnished WordPress powered website which will allow future Public Diplomacy Staff writers to upload new editions and articles without the need to hire a web development firm. The site also helped the staff clarify their mission and generate excitement about their mission. We are proud of what we accomplished with this project and are pleased to have contributed to an organization committed to this important discipline.

Public Diplomacy Magazine's new website (above)

"While a beautiful website can draw in the reader initially, what keeps them there is the expertise in creating an easily navigated site and that's where ImageBeam designers shined, putting not only a polished look on the website but also making it user friendly." -Tala Mohebi

To see the website in action visit www.publicdiplomacymagzine.com

A look at how Facebook Fan Pages impact your online presence;

ImageBeam's Facebook Page showcases client work, reaches a unique audience and drives brand awareness by giving users what they expect on Facebook.

The Facts
Since September 21st 2009 ImageBeam's Facebook Fan Page has grown from 14 fans to 94 fans, a 671% jump in just 11 weeks. That's over seven new fans per week.

How did we grow and what has been the impact?

What we've done:

1. Publishing work we have completed with clients. This includes newly launched websites and videos that have been produced.

2. ImageBeam's Facebook Fan Page is a distribution point for our Press Releases, particularly events and announcement that include rich media photos or video.

Things to consider in 2010:

1. Contest give-aways directly from the Facebook Fan Page

2. Advertising on Facebook

3. Use of Discussion forums on Fan Page. "Worst Website Award" contest is an example of a user generated campaign.

Tools and Techniques

Tool 1: ImageBeam Facebook Fan Page Admins.

ImageBeam employees are allowed to be Facebook Fan Page Admins, which allows more control to share and post content. Spikes on Sept. 23rd, Oct. 8th, and November 20th are from direct invites from ImageBeam employees to their personal Facebook profile friend's list. A successful business Facebook Fan page is powered through it's Admins, active admins create new fans and engaging content.

Tool 2: Rich Media (Photos & Video).

On November 8th, 2009 ImageBeam posted a video on its fan page. It got 46 views and added 6 new fans without direct invites. In addition, the video was viewed 51 times on YouTube. Rich media has played a huge role in our exposure on Facebook because it is the preferred medium to interact with on Facebook. Users love photos and videos over plain text and links

The Results

New Clients! - from non-traditional relationships.

One of our newest clients, indicated interest in our services by reading posts from a personal relationship with one of ImageBeam's Facebook Fan Page Admins and the ImageBeam Fan Page itself. It was unlikely that this client would asked us about our web development capabilities through traditional channels nor would ImageBeam's business development team recognize them as a prospect, yet here we a...doing business with personal contact with a sale rooted in social media.

Should your company launch and manage a Facebook Fan Page? Things to consider

Return on Investment (ROI) of Facebook Fan Pages - Effective and Measurable.

The "I" in ROI. Investment of time and resources from ImageBeam has been minimal. ImageBeam uses existing content that is distributed through other channels. Press Releases, Client Work, Event Photos and Videos are all popular posts and is was natural fit for ImageBeam’s Facebook fan page as the content was a part of our existing Marketing and PR efforts.

The "R" in ROI. Return on Investment has been high for ImageBeam's Facebook Fan Page and most importantly, it's measurable. Facebook Fan Pages provides a comprehensive analytic tool which generates detailed reports about fan demographics, interactions and even rates your post quality for the day. Also, ImageBeam's Facebook Page Admin's existing use and comfort with Facebook and willingness to publish new content while working.

Be our fan to see our client work and win prizes!