Holdings Information
Participation marketing : unleashing employees to participate and become brand storytellers / Michael Brito.
Bibliographic Record Display
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Title:Participation marketing : unleashing employees to participate and become brand storytellers / Michael Brito.
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Author/Creator:Brito, Michael, author.
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Published/Created:London, United Kingdom ; New York, NY : Kogan Page Limited, 2018.
©2018
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Holdings
Holdings Record Display
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Location:DAVID LAM LIBRARY stacksWhere is this?
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Call Number: HF5415.1255 .B749 2018
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Number of Items:1
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Status:Available
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Location:DAVID LAM LIBRARY stacksWhere is this?
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Library of Congress Subjects:Branding (Marketing)
Marketing--Management.
Management--Employee participation.
Corporate culture.
Employee motivation.
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Medical Subjects: Organizational Culture
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Description:xvi, 238 pages ; 24 cm
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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.
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Notes:Includes bibliographical references and index.
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ISBN:9780749482107 (paperback)
0749482109 (paperback)
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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.