Martha Stewart case study Engagement wins in times of trouble Richard Sedley Director, cScape Customer Engagement Unit

Easter eggs, women’s prison and engagement

Martha Stewart

Martha Stewart: a shining example 2001: 10,000 discussions 1,000 contributions an hour

2001:

10,000 discussions

1,000 contributions an hour

Martha Stewart: downfall of a home maker

Undermining brand ‘Martha’

Relying on engagement

Focusing on the customer connection

Increasing interactivity

Martha Stewart: the Easter Queen

Rehabilitation of brand ‘Martha’

Average stay (minutes) Championing engagement 12:00 10:00 8:00 6:00 4:00 2:00 0:00 Feb07 Apr07 Jun07 Aug07 Oct07 Dec07 Feb07 Martha Stewart BBC 10:01 06:55 compete.com BBC Martha Stewart

Average stay (minutes)

compete.com

Pages viewed per visit Depth of engagement 25 20 15 10 5 0 Feb07 Apr07 Jun07 Aug07 Oct07 Dec07 Feb07 Martha Stewart BBC Martha Stewart BBC 11.7 5.4 compete.com

Pages viewed per visit

compete.com

Don’t insider trade (or at least don’t get caught lying) Engaged relationships are built (not bought) High levels of Customer Engagement can get you through tough times Lessons to be learnt

Don’t insider trade (or at least don’t get caught lying)

Engaged relationships are built (not bought)

High levels of Customer Engagement can get you through tough times

Customer engagement

www.winners-and-losers-in-a-troubled-economy.com Richard Sedley’s blog: www.loopstatic.com

www.winners-and-losers-in-a-troubled-economy.com

Richard Sedley’s blog: www.loopstatic.com