Brand Storytelling: Leveraging Employees To Scale the Content Engine
Customer advocacy is the #1 influencer of sales. (Nielsen 2013)
Most of us intuitively know that we as customers trust each other’s opinions. How many times have you been influenced to purchase a specific product because someone told you about his or her personal experience? On the other hand, how many times have you changed your mind about a purchasing specific product because someone in your trusted circle shared a negative experience? It happens daily. Everyone is influential regardless of your Klout score or how many friends, fans and followers you have.
Michael Brito, Author of Your Brand: The Next Media Company will take you through:
- Enabling customers and employees to feed the content engine
- Deploying social business strategies that will help facilitate the change from brand to media company
- Understanding the unpredictable nature and dynamic behaviors of the social customer
Michael Brito, Group Director, WCG
Michael Brito is a Group Director at WCG, a W2O Group company. He is responsible for helping clients transform their brands into media companies by implementing social business strategic initiatives that operationalizes content strategy, scales community management and integrates paid, earned and owned media initiatives. Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for large, very influential brands in Silicon Valley like Hewlett Packard, Yahoo and Intel where he was responsible for consumer social media marketing and community building. Very early on in his career, his role was very focused on search marketing (paid and natural) and digital marketing. He has been building external communities ever since and believes that brands should focus on turning friends, fans and followers into brand advocates and storytellers.
He is a frequent speaker at industry conferences as well as a guest lecturer at various universities including Cal Berkeley, the University of San Francisco, Stanford University, Syracuse University, Golden Gate University and Saint Mary’s College of California. He is also an Adjunct Professor at San Jose State University and UC Berkeley teaching social business and strategic social media.
Michael has a Bachelor of Arts in Business degree from Saint Mary’s College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He proudly served eight years in the United States Marine Corps. Michael’s book, Your Brand: The Next Media Company, will be released in October 2013. Find out more information here.