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Participation Marketing

Participation Marketing

Unleashing Employees to Participate and Become Brand Storytellers

Michael Brito

From £16.66

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 - 00: Introduction by Russ Fradin: your people are your brand;
  • Section - ONE: Setting the groundwork;
    • Chapter - 01: Employee advocacy: making a believer out of you;
    • Chapter - 02: The future of work: the new office, inside and out;
  • Section - TWO: The business case for employee advocacy;
    • Chapter - 03: Contextualizing the marketplace for employee activation;
    • Chapter - 04: The psychology of ‘what’s in it for me?’ and how it affects employee advocacy;
    • Chapter - 05: For brands, employee advocacy is a business imperative;
    • Chapter - 06: Employee advocacy as a business model;
  • Section - THREE: Blueprint: launching your employee advocacy programme;
    • Chapter - 07: Employee advocacy: a model for disruption;
    • Chapter - 08: Building your employee activation plan: who is responsible for what?;
    • Chapter - 09: Identifying, segmenting and training the workforce for brand engagement;
    • Chapter - 10: Bringing employee storytelling to life;
    • Chapter - 11: Choosing the right employee advocacy technology;


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: 235x160
  • 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