How to build long-term business relationships with the main change agents for socio-economic development in Latin America?
Thinking
In what key aspects does Latin America differ from the rest of the world? It is a region where small and medium-sized businesses1 represent:
However, in a global context of hyper connectivity in which the way of doing business has been considerably transformed, we notice that the majority of entrepreneurs in Latin America are at a disadvantage2. For this reason, in 2019, Meta contacted us to carry out a program focused on the LATAM entrepreneurial community, with the aim of building links and giving them tools to become more competitive in the digital age market. The challenge was to develop and implement a strategy that took into account the specific needs of entrepreneurs in the region.
Doing
We called on entrepreneurs that were considered agents of change in the region. Working together with them, we launched the Business Leaders Network, an advocacy program that offered them free workshops, events and personalized advice. The goal was to provide them with the educational content necessary for learning how to take advantage of Meta tools, and thus expand their businesses. The program was then extended through Facebook pages and groups that provided educational content with free access.
The result was the creation of an entrepreneurial community who trusted Meta to develop their businesses in the digital age, and deeply valued this opportunity.
The program reached more than 15 million people in Latin America, and 96% of these members said that the platform grew their businesses.
The success stories of the entrepreneurs that grew their businesses because of these efforts replicated on social media, inspiring more and more people throughout Latin America. The implementation of this program showed how a tech enterprise can generate a positive impact on the region, providing millions of people with opportunities to transform and improve their lives.
Sustainable Development Goals - ONU
