View
2.914
Download
3
Category
Preview:
DESCRIPTION
Case study in how engaging your customers can get you through the worst of times - Martha Stewart
Citation preview
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
Recommended