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Participation Marketing

Participation Marketing

Unleashing Employees to Participate and Become Brand Storytellers

Michael Brito


Shows brands how to leverage employee advocacy as a new channel to market that can be used to share trusted brand messages, and simultaneously boost staff satisfaction and productivity.

Available to pre-order from 3rd December 2017
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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 - 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
    • Chapter - 24: Kotler’s 5 Product Levels – Adding Value to a Product or Service;
    • Chapter - 23: KANO Model – Identifying Purchase Motivations;
    • Chapter - 22: Greiner’s Growth Model – Recognition and Transition through Different Phases of Company Growth;
    • Chapter - 21: Gap Analysis – Improving Areas of Weakness in a Company;
    • Chapter - 20: Four Corners – Analysing Competitor Strategies;
    • Chapter - 19: EFQM Excellence Model – Improving an Organisation’s Quality and Performance;
    • Chapter - 18: Edward De Bono’s Six Thinking Hats – Brainstorming Problems and Generating New Ideas;
    • Chapter - 17: Disruptive Innovation Model – Identifying Unique ways of Beating the Competition;
    • Chapter - 16: Directional Policy Matrix – How to Prioritise Segments or New Ideas;
    • Chapter - 15: Diffusion of Innovation – Launching New Products and Services;
    • Chapter - 14: Customer Value Proposition – Creating a Compelling Purchase Motive;
    • Chapter - 13: Customer Lifetime Value – Estimating Customer Spend over their Lifetime with the Company;
    • Chapter - 12: Customer Journey Maps – Assessing the Current Performance of Marketing and Sales Processes;
    • Chapter - 11: Conjoin1 Analysis – Assessing Optimum Pricing and the Value of Component Parts;
    • Chapter - 10: Competitive Intelligence - Assessing Market Strengths and weaknesses;
    • Chapter - 09: Brand Audit – Improving the Strength of a Brand;
    • Chapter - 08: Boston Consulting Group Matrix (BCG) – Planning a Product Portfolio or Multiple Strategic Business Units;
    • Chapter - 07: Blue Ocean Strategy – Kick-Starting Innovation and New Product Development;
    • Chapter - 06: Benchmarking – Setting Targets for Business and Marketing KPIs;
    • Chapter - 05: ANSOFF Matrix – How to Grow Your Company;
    • Chapter - 04: AIDA – How to Improve Marketing Communications;
    • Chapter - 03: ADL Matrix – Strengthening a Product Portfolio or Strategic Business Units;
    • Chapter - 02: 4Ps – How to Design Your Marketing Mix;
    • Chapter - 01: Introduction – An Overview of Business and Marketing Models;

Book Details

  • EAN: 9780749482107
  • Edition: 1
  • Published: 3rd March 2018
  • Paperback
  • Format: 234x156
  • 240 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