Martha Stewart case study

Engagement wins in times of troubleRichard SedleyDirector, 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

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

BBC10:01 06:55

BBC

Martha Stewart

compete.com

Pages viewed per visit

Depth of engagement

25

20

15

10

5

0Feb07 Apr07 Jun07 Aug07 Oct07 Dec07 Feb07

Martha Stewart

BBC

Martha Stewart

BBC11.7 5.4compete.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

Customer engagement

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

Richard Sedley’s blog: www.loopstatic.com