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American Latino - SMB Success Story

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The Plus Three agency helps the National American Latino Museum build awareness by enhancing its Page content and running Facebook Ads, resulting in an 8X increase in visitors to its site.

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American Latino - SMB Success Story

  1. 1. Case Study | Brand Awareness Agency: Results • 4X increase in the fan base, from 25,000 fans to 100,000 attributed to Facebook Ads The Plus Three agency helps the National American • 200 percent increase in fundraising for the museum Latino Museum build awareness by enhancing its • 8X increase in Page views per month Page content and running Facebook Ads, resulting in an 8X increase in visitors to its site. • 8X increase in traffic coming from Facebook Goals “Using Facebook’s Ethnic targeting has allowed Plus Three wanted to help the Friends of the American Latino us to reach US Hispanics in a way we were never Museum build awareness of its brand to reach Latinos at both a able to do before. Today, we can reach the widest local and national level to: possible Hispanic audience online cheaper than • Generate more fans for its Page and ultimately engage them on any other medium. The Facebook model for with other content targeting works better than any tool we’ve seen on • Drive more visitors to the museum and increase ticket sales the market.” Juan Proano, President, Plus Three Approach Build Plus Three first created a Page for the Friends of the AmericanConnect Latino Museum. The organization:Engage • Chose its logo as its profile picture and a cover photo featuring a mural of influential Latino figures Reach • Developed a tab called “Events” in its main Page view,Influence allowing people to view locations and dates of upcoming Build public forums regarding the development of the museumConnect Plus Three also ran Facebook Ads to drive more likes to theEngage National American Latino Museum’s Page: Reach • Used broad category targeting to reach people most likely to be interested in the museum by targeting the “Hispanic (US)” BuildInfluence category • Used U.S. Census track data to build a model for targeting U.S. Hispanics in different cities, such as Houston TX, Hialeah FL, Nogales AZ, Pico Rivera PR, Rialto PR, Santa Paula PR, etc. • Included an image of Eva Longoria, one of the museum’s Build spokespeople, along with an inspiring quote from her in the ad copy ConnectConnectEngage Plus Three increased engagement on the Friends of the Reach American Latino Museum’s Page in several ways:Influence • Posted updates every day about museum events, including the museum’s anniversary and a Cinco de Mayo celebration Build • Sparked conversations about current affairs, such as the 2012 Influence Engage Latino Social Media Ranking, which included celebrities suchConnect as singer Shakira and soccer player Cristiano RonaldoEngage • Encouraged fans to participate in a design contest hosted by the The American Latino Museum in the nation’s capital seeks to museum in which the winner would receive a trip to Las Vegas Reach educate, inspire and encourage respect and understanding ofInfluence To reach more people, the Friends of the American Latino the richness and diversity of the American Latino experience Museum ran sponsored stories to: within the U.S. • Let people know when one of their friends had liked the American Latino Museum Page NationalMuseumoftheAmericanLatinoCommission Facebook: Building Essential Connections