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    Participation marketing : unleashing employees to participate and become brand storytellers / Michael Brito.

    • Title:Participation marketing : unleashing employees to participate and become brand storytellers / Michael Brito.
    •    
    • Author/Creator:Brito, Michael, author.
    • Published/Created:London, United Kingdom ; New York, NY : Kogan Page Limited, 2018.
      ©2018
    • Holdings

       
    • Library of Congress Subjects:Branding (Marketing)
      Marketing--Management.
      Management--Employee participation.
      Corporate culture.
      Employee motivation.
    • Medical Subjects: Organizational Culture
    • Description:xvi, 238 pages ; 24 cm
    • Summary:"This book will help business leaders think strategically about employee advocacy as a new channel to market and will show them how to develop trusted brand messages. Participation in company activity and sharing content not only helps reach wider communities with trusted peer-to-peer endorsements, it also reinforces the credibility of a company as a positive brand experience. Alongside higher employee engagement, retention and productivity, Participation Marketing shows you how to work with the most vital influencers that any organization can have: its employees"-- Provided by publisher.
    • Notes:Includes bibliographical references and index.
    • ISBN:9780749482107 (paperback)
      0749482109 (paperback)
    • Contents:Machine generated contents note: pt. ONE Setting the groundwork
      01. Employee advocacy: making a believer out of you
      Rewind: the whole social business thing
      Digital transformation requires a need for positive business outcomes
      Present day: modern-day business requirements
      Calculating the numbers and understanding what ROI means
      Case study: how Sales for Life used social selling to drive new leads and revenue
      02. future of work: the new office, inside and out
      Empower the whole workforce
      Really, real employee engagement
      Innovate at faster speeds
      Engage in multistakeholder conversations
      Humanize your brand
      (Truly) embrace the rise of the individual
      Insight: Jacob Morgan, CEO of Chess Media Group
      pt. TWO business case for employee advocacy
      33. Contextualizing the marketplace for employee activation
      Yes, in 2018, social media is still critical
      Understanding the 1:9:90 model and how it affects the market
      PESO: no, not the currency
      Employee-driven content > branded content
      Case study: how Adobe integrates social media into its business
      04. psychology of `what's in it for me?' and how it affects employee advocacy
      What employees want, really, really want
      What employees need, really, really need
      Let us not forget millennials
      Beyond the psychology fluff
      Insight: Carlos Gil, Head of Social Media at BMC Software
      05. For brands, employee advocacy is a business imperative
      Employee advocacy multistakeholder value model: building shared value for all
      Relevant content: the struggle is real
      Organic reach: the struggle continues
      impact employee advocacy has on website traffic
      Social selling and employee advocacy = same, or no?
      Insight: Jim Keenan, CEO of A Sales Guy
      06. Employee advocacy as a business model
      Driving brand awareness, internally
      Shifting brand perception
      Educating customers the right way
      Filling the sales pipeline
      Solving customer support issues
      Providing insights for innovation
      Influencing peers to purchase
      Insight: Lauren Friedman, Head of Social Business at Adobe
      pt. THREE Blueprint: launching your employee advocacy programme
      07. Employee advocacy: a model for disruption
      Customize the employee experience
      Establish your measurement framework
      Storytelling: developing and leveraging content
      Insight: Koka Sexton, Industry Principal at Hootsuite
      08. Building your employee activation plan: who is responsible for what?
      Define your goals and business purpose
      Logistically, how do all the pieces work together
      Insight: Vince Golla, Director of Social Media at Kaiser Permanente
      09. Identifying, segmenting and training the workforce for brand engagement
      Connecting your curriculum with employees' learning styles
      Considerations for executives, subject-matter experts and ambassadors
      Creating custom training experiences
      Insight: Susan Emerick, IBM Marketing
      10. Bringing employee storytelling to life
      Audience intelligence must be the foundation of all storytelling
      Revisiting PESO: again, not the currency
      Integrating employee-driven content into brand campaigns
      Maximize your content, media and digital assets
      Activating the real-time, newsroom model to employee advocacy
      Follow these marketing leaders who exemplify employee advocacy
      Insight: Michael Brenner, CEO at Marketing Insider Group
      11. Choosing the right employee advocacy technology
      Why Dynamic Signal is the leader in enterprise employee advocacy
      Distinctly dynamic: key features and differentiators
      Insight: Jay Baer, President at Convince &c Convert.
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