Martha Stewart: Engagement case study
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Transcript of Martha Stewart: Engagement case study
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Martha Stewart case study
Engagement wins in times of troubleRichard SedleyDirector, cScape Customer Engagement Unit
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Easter eggs, women’s prison and engagement
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Martha Stewart
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Martha Stewart: a shining example
2001: 10,000
discussions 1,000
contributions an hour
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Martha Stewart: downfall of a home maker
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Undermining brand ‘Martha’
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Relying on engagement
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Focusing on the customer connection
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Increasing interactivity
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Martha Stewart: the Easter Queen
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Rehabilitation of brand ‘Martha’
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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
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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
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• 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
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Customer engagement
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www.winners-and-losers-in-a-troubled-economy.com
Richard Sedley’s blog: www.loopstatic.com