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 <ul><li>2001: </li></ul><ul><li>10,000  discussions </li></ul><ul><li>1,000  contributio...
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’
<ul><li>Average stay (minutes) </li></ul>Championing engagement 12:00 10:00 8:00 6:00 4:00 2:00 0:00 Feb07 Apr07 Jun07 Aug...
<ul><li>Pages viewed per visit </li></ul>Depth of engagement 25 20 15 10 5 0 Feb07 Apr07 Jun07 Aug07 Oct07 Dec07 Feb07 Mar...
<ul><ul><li>Don’t insider trade (or at least don’t get caught lying) </li></ul></ul><ul><ul><li>Engaged relationships are ...
Customer engagement
<ul><ul><ul><li>www.winners-and-losers-in-a-troubled-economy.com </li></ul></ul></ul><ul><ul><ul><li>Richard Sedley’s blog...
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Martha Stewart: Engagement case study

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Case study in how engaging your customers can get you through the worst of times - Martha Stewart

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  • Martha Stewart: Engagement case study

    1. 1. Martha Stewart case study Engagement wins in times of trouble Richard Sedley Director, cScape Customer Engagement Unit
    2. 2. Easter eggs, women’s prison and engagement
    3. 3. Martha Stewart
    4. 4. Martha Stewart: a shining example <ul><li>2001: </li></ul><ul><li>10,000 discussions </li></ul><ul><li>1,000 contributions an hour </li></ul>
    5. 5. Martha Stewart: downfall of a home maker
    6. 6. Undermining brand ‘Martha’
    7. 7. Relying on engagement
    8. 8. Focusing on the customer connection
    9. 9. Increasing interactivity
    10. 10. Martha Stewart: the Easter Queen
    11. 11. Rehabilitation of brand ‘Martha’
    12. 12. <ul><li>Average stay (minutes) </li></ul>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 <ul><li>compete.com </li></ul>BBC Martha Stewart
    13. 13. <ul><li>Pages viewed per visit </li></ul>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 <ul><li>compete.com </li></ul>
    14. 14. <ul><ul><li>Don’t insider trade (or at least don’t get caught lying) </li></ul></ul><ul><ul><li>Engaged relationships are built (not bought) </li></ul></ul><ul><ul><li>High levels of Customer Engagement can get you through tough times </li></ul></ul>Lessons to be learnt
    15. 15. Customer engagement
    16. 16. <ul><ul><ul><li>www.winners-and-losers-in-a-troubled-economy.com </li></ul></ul></ul><ul><ul><ul><li>Richard Sedley’s blog: www.loopstatic.com </li></ul></ul></ul>
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