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Participation Marketing

Participation Marketing

Unleashing Employees to Participate and Become Brand Storytellers

Michael Brito


Learn how to leverage employee advocacy as a new channel to market and develop trusted brand messages with this expert blueprint.

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About the book

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.

Table Of Contents

    • Chapter - 01: Introduction – An Overview of Business and Marketing Models;
    • Chapter - 02: 4Ps – How to Design Your Marketing Mix;
    • Chapter - 03: ADL Matrix – Strengthening a Product Portfolio or Strategic Business Units;
    • Chapter - 04: AIDA – How to Improve Marketing Communications;
    • Chapter - 05: ANSOFF Matrix – How to Grow Your Company;
    • Chapter - 06: Benchmarking – Setting Targets for Business and Marketing KPIs;
    • Chapter - 07: Blue Ocean Strategy – Kick-Starting Innovation and New Product Development;
    • Chapter - 08: Boston Consulting Group Matrix (BCG) – Planning a Product Portfolio or Multiple Strategic Business Units;
    • Chapter - 09: Brand Audit – Improving the Strength of a Brand;
    • Chapter - 10: Competitive Intelligence - Assessing Market Strengths and weaknesses;
    • Chapter - 11: Conjoin1 Analysis – Assessing Optimum Pricing and the Value of Component Parts;
    • Chapter - 12: Customer Journey Maps – Assessing the Current Performance of Marketing and Sales Processes;
    • Chapter - 13: Customer Lifetime Value – Estimating Customer Spend over their Lifetime with the Company;
    • Chapter - 14: Customer Value Proposition – Creating a Compelling Purchase Motive;
    • Chapter - 15: Diffusion of Innovation – Launching New Products and Services;
    • Chapter - 16: Directional Policy Matrix – How to Prioritise Segments or New Ideas;
    • Chapter - 17: Disruptive Innovation Model – Identifying Unique ways of Beating the Competition;
    • Chapter - 18: Edward De Bono’s Six Thinking Hats – Brainstorming Problems and Generating New Ideas;
    • Chapter - 19: EFQM Excellence Model – Improving an Organisation’s Quality and Performance;
    • Chapter - 20: Four Corners – Analysing Competitor Strategies;
    • Chapter - 21: Gap Analysis – Improving Areas of Weakness in a Company;
    • Chapter - 22: Greiner’s Growth Model – Recognition and Transition through Different Phases of Company Growth;
    • Chapter - 23: KANO Model – Identifying Purchase Motivations;
    • Chapter - 24: Kotler’s 5 Product Levels – Adding Value to a Product or Service;
    • Chapter - 25: Market Sizing – Assessing the Size and Value of a Served or Potential Market;
    • Chapter - 26: Maslow’s Hierarchy – Differentiating Market Positioning;
    • Chapter - 27: McKinsey 7s – a Company “Health Check” Audit Tool;
    • Chapter - 28: Mintzberg’s 5Ps for Strategy – Devising a Competitive Strategy;
    • Chapter - 29: MOSAIC – Setting Objectives for Current and Potential Opportunities and How to Reach Them;
    • Chapter - 30: Net Promoter Score – A Tool for Driving Customer Excellence;
    • Chapter - 31: New Product Pricing (Gabor Granger and Van Westendorp) – Pricing New Products;
    • Chapter - 32: Personas – Improving the Focus of Marketing Messages;
    • Chapter - 33: PEST – Assessing Four Major Macro Factors which Shape a Company's Future;
    • Chapter - 34: Porter’s Generic Strategies – Pinpointing the Strongest Competitive Position;
    • Chapter - 35: Porter’s FIve Forces – Assessing Five Economic Factors for Competitive Intensity;
    • Chapter - 36: Price Elasticity – Outlining Opportunities for Raising or Lowering Prices;
    • Chapter - 37: Price Quality Strategy – Guiding a Company’s Pricing Strategy;
    • Chapter - 38: Product Lifestyle – Determining a Long Term Product Strategy;
    • Chapter - 39: Product Service Matrix – Positioning Products According to Quality and Service Value;
    • Chapter - 40: Segmentation – Using Customer Groups to Gain Competitive Advantage;
    • Chapter - 41: Servqual – Aligning Customer Expectations and Company Performance;
    • Chapter - 42: Service Profit Train – Connecting Employee Satisfaction and Performance with Company Profits;
    • Chapter - 43: SIMALTO – Identifying the Customer Value Placed on Product or Service Improvements;
    • Chapter - 44: Stage Gate New Product Development – Planning the Development and Launch of New Products and Services;
    • Chapter - 45: SWOT Analysis – Analysing Growth Opportunities at Product, Team or Business Level;
    • Chapter - 46: System 1 and System 2 Thinking – Identifying the Emotional Forces that Drive Decisions;
    • Chapter - 47: USP – Pinpointing the Unique Selling Point of a Product or Service;
    • Chapter - 48: Value Based Marketing – Adding Value to Products and Services to Improve Profitability;
    • Chapter - 49: Value Chain – Identifying Product or Service Value During the Manufacturing Process;
    • Chapter - 50: Value Equivalence Line – Managing Price and Product Benefits in a Business Strategy;
    • Chapter - 51: Value Net – How to Benefit from Competitor Collaboration


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

It's widely known that employees are viewed as trusted and credible sources when others are seeking information about a company or brand. Brito delivers a very structured plan that guides large and small companies on how to truly activate employees to be storytellers and drive brand relevance.
Jascha Kaykas-Wolff, CMO, Mozilla

If you're wondering how to inspire and mobilize your employees to be brand storytellers, ask Michael Brito. His book is an exceptionally thoughtful and actionable how to guide and a journey through the learnings of courageous companies creating true engagement and informed, digitally connected brand advocates.
Jerilan Greene, CMO, Yum! Brands

The key to successful digital transformation is building a culture of trust and transparency, starting with the employee experience. Brito does a fantastic job of bridging the gap between internal employee engagement and external customer relationships. The result being a powerful community of brand storytellers who are constantly engaged and adding value with customers, prospects and partners.
Elise Steele, Former CEO, Jive Software

Your business is already filled with promoters and every marketer needs to figure out how to unlock the power of employee advocacy. Brito shows you how to do this and then integrate that trusted employee-driven content into larger brand marketing initiatives.
Lauren Vaccarello, Vice President, Marketing, Box

Trust and authenticity are critical factors for marketers today. And there's nothing more trustworthy than employee voices. Brito builds a strong case for employee advocacy and shows marketers how to integrate trusted employee-driven content into broader marketing initiatives.
Jackson Jeyanayagam, CMO, Boxed

Participation Marketing unequivocally puts the transformation back into digital transformation by focusing on the single most underplayed element of successfully reimagining markets - our people. Brito offers a practical blueprint for how to put your employees at the tip of the spear of your transformation goals by first making them your biggest fans and then, your most genuine and loudest advocates.
Sameer Patel, CEO, Kahuna

Book Details

  • EAN: 9780749482107
  • Edition: 1
  • Published: 3rd March 2018
  • Paperback
  • Format: 234x156
  • 256 pages

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.

Michael Brito