JoeL osTeen MinisTries - Media Connect Partners

J oel O steen M inistries
a case study
* specifications of models available locally may vary from the model shown.
RESULTS
OBJECTIVE
Build an engaged follower base on Facebook and Twitter, and increase
unique visitors to JoelOsteen.com
• 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 million
interactions (comments,
likes, replies, retweets) per
month to over 24 million
interactions per month.
• Website unique visitors
increased 25% in first
4 months.
• 167,364 average click
throughs on social media per
month.
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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