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RESULTS

• 107% organic growth to over 5 million Facebook followers-600,000 new followers in 120 days.• On Facebook, Joel now gains an average of 200,000 followers per month, compared to just over 100,000 just over a year ago.• Average tweet is retweeted over 5,000 times.• Has grown from 7 millioninteractions (comments, likes, replies, retweets) per month to over 24 million interactions per month.• Website unique visitorsincreased 25% in first4 months.• 167,364 average click throughs on social media per month.

OBJECTIVE

Build an engaged follower base on Facebook and Twitter, and increase unique visitors to JoelOsteen.com

BACKGROUND

• Joel Osteen is the senior pastor at Lakewood Church in Houston, TX.

• Joel is a New York Times bestselling author.

• Joel’s team came to MCP with an established social media presence but wanted a focused strategy and approach to reach more of his fans and attract more visitors to his website with clear metrics to determine ROI.

STRATEGY

To ensure consistent and organic growth on Joel Osteen’s platforms, MCP developed a stable strategy with dynamic tactics which allowed for quick changes in execution:

• Reviewed and analyzed data to determine the best times of day for posts to effectively reach the largest audience possible.

• Developed and created weekly reports to track ROI, allowing for quick adjustments and improvements as needed.

• Revisited the ministry’s “voice;” developed new engaging content for all social platforms driving specific ROI metrics.

• Created and ran viral contests to leverage Joel’s large audience of amplifiers and increase the Joel Osteen Ministries’ email database, valued at around $5 per email.

• Leveraged Facebook and Twitter ad platforms to promote and bring awareness to a large, but precisely targeted audience.

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