Participation Marketing: Unleashing Employees to Participate and Become Brand Storytellers

ISBN-13: 9780749482107 / Angielski / Miękka / 2018 / 256 str.

Michael Brito

Opis

Trust is an invaluable commodity in any business environment. Organizations benefit from being viewed as transparent, open and human, and one of the best ways of achieving this is through authentic employee advocacy. Participation Marketing takes a detailed look at the benefits that arise when employees are fully subscribed to a brand's ethos, and how this can be used to magnify a brand's voice. After all, it's likely that every individual employee of a company now has several hundred unique social media connections, if not more. So by engaging staff and encouraging them to participate in company activity and share via their own channels, they will be broadcasting trusted brand experiences to entirely new groups of consumers. Employee advocacy has always been worth investing in, but as the combination of constant connectedness and conversation becomes standard in our everyday lives, so too grows the importance of leveraging it. Participation Marketing will convince business leaders to think hard about employee advocacy as a channel that has many positive business outcomes. Internally, it will engage employees and make them feel as if they are a part of something bigger than just the nine to five. This will naturally result in employee satisfaction, retention and an increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant stories.

Recenzje

"Employees are the most valuable asset of any company. If you know how to unlock their passion, you can build an army of powerful advocates for your brand. It's not about training your employees to parrot your company's message. It's about building passion around your company's brand and its purpose - and shaping your company's culture such that it empowers your employees to advocate. Brito, a leader in the industry, helps you do just that: beginning with the fundamentals and then sharing practical tips on how to weave employee storytelling into the fabric of your organization." Maria Poveromo, Vice President, Communications, Adobe

Spis treści

• • Chapter - 00: Introduction by Russ Fradin: your people are your brand;
• Section - ONE: Setting the groundwork;
• • Chapter - 01: Employee advocacy: making a believer out of you;
  • Chapter - 02: The future of work: the new office, inside and out;
• Section - TWO: The business case for employee advocacy;
• • Chapter - 03: Contextualizing the marketplace for employee activation;
  • Chapter - 04: The psychology of 'what's in it for me?' and how it affects employee advocacy;
  • Chapter - 05: For brands, employee advocacy is a business imperative;
  • Chapter - 06: Employee advocacy as a business model;
• Section - THREE: Blueprint: launching your employee advocacy programme;
• • Chapter - 07: Employee advocacy: a model for disruption;
  • Chapter - 08: Building your employee activation plan: who is responsible for what?;
  • Chapter - 09: Identifying, segmenting and training the workforce for brand engagement;
  • Chapter - 10: Bringing employee storytelling to life;
  • Chapter - 11: Choosing the right employee advocacy technology;

O autorze

Michael Brito is a digital strategist, author, TEDx speaker, and adjunct professor at San Jose State University, with almost 20 years' experience helping organizations solve marketing challenges. Michael Brito is currently Head of US Digital Marketing and GM of San Francisco for LEWIS Global Communications, and previously was the Head of Social Marketing at W2O Group, and Senior Vice President of Social Strategy at Edelman Digital where he consulted for Fortune 500 companies globally.