Participation Marketing: Unleashing Employees to Participate and Become Brand Storytellers

Participation Marketing: Unleashing Employees to Participate and Become Brand Storytellers

by Michael Brito


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Product Details

ISBN-13: 9780749482107
Publisher: Kogan Page, Ltd
Publication date: 03/28/2018
Pages: 256
Product dimensions: 6.10(w) x 9.30(h) x 0.80(d)

About the Author

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.

Table of Contents

** 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;

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