Participation Marketing
Unleashing Employees to Participate and Become Brand Storytellers
by Michael Brito
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Pub Date Mar 03 2018 | Archive Date May 16 2019
Kogan Page Ltd | Kogan Page
Description
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 part of something bigger, which 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.
Available Editions
| EDITION | Other Format |
| ISBN | 9780749482107 |
| PRICE | £26.99 (GBP) |
| PAGES | 240 |
Featured Reviews
Colleen M, Reviewer
Participation Marketing: Unleashing Employees To Participate And Become Brand Storytellers by Michael Brito was an interesting look at how company's can increase their revenue and brand awareness through encouraging employees to post about their company on social media. Posts from employee's personal social media accounts have a far different reach than official company profiles. But if a company really wants their employees to be positive brand ambassadors, they need to foster the right environment and create incentives for genuine interaction. People can tell the difference between genuine employee advocacy and forced involvement.
The importance of social media in business is often discussed, but many disagree on the best way to achieve a successful social media campaign. This book draws from a variety of sources concerning sales and marketing data. It also included some short case studies. However, some parts were not as engaging as I hoped. It did feel like a sales pitch at times and much of the information felt like it was focused on and specifically for sales teams as opposed to other departments. It also seemed focused on American markets and companies. I would liked to see a more international outlook. All in all, there are some helpful tips and certainly a lot of points to consider. But each company will have to take their own business model and company culture when implementing these types of programs.
Readers who liked this book also liked:
John Kotter; Holger Rathgeber
Business, Leadership, Finance, Nonfiction (Adult)
