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Influential Digital Subcultures

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Luis Marcelo lmarcelo92.wordpress.com
 Digital Marke!ng : Ateneo Graduate School of Business Influential Digital Subcultures
LUIS MARCELO • lmarcelo92.wordpress.com ‣ Brand Advocacy ‣ The best segments to target: ‣ Youth - for the mind share ‣ Women - for the market share ‣ Ne!zens - for the heart share Influential Digital Subcultures
LUIS MARCELO • lmarcelo92.wordpress.com What gets you 
 to decide on 
 a brand?
LUIS MARCELO • lmarcelo92.wordpress.com Consumers who willingly campaign for their brand, esp. via word of mouth Brand Advocates
LUIS MARCELO • lmarcelo92.wordpress.com BRAND ADVOCACY IN 
 THE DIGITAL AGE
LUIS MARCELO • lmarcelo92.wordpress.com Most Likely to Advocate YOUTH WOMEN NETIZENS
LUIS MARCELO • lmarcelo92.wordpress.com ‣ Large size ‣ Subcultures that became mainstream ‣ Strong influence thus the BEST BETS for marketers YOUTH WOMEN NETIZENS
LUIS MARCELO • lmarcelo92.wordpress.com Percentage of 
 the industry’s total sales Emo!onal bond
 with consumers Public awareness and influence YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share
LUIS MARCELO • lmarcelo92.wordpress.com Percentage of 
 the industry’s total sales Emo!onal bond
 with consumers Public awareness and influence Mind
 Share Market
 Share Heart
 Share
LUIS MARCELO • lmarcelo92.wordpress.com Popular Usage LoyaltyUbiquity Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
LUIS MARCELO • lmarcelo92.wordpress.com YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
LUIS MARCELO • lmarcelo92.wordpress.com ‣ 1.8B young people bet 10-24y/o ‣ Today’s youth will be the primary and most profitable customers ‣ Exci!ng challenge for marketers ‣ Influen!al YOUTH
 & Mind Share
LUIS MARCELO • lmarcelo92.wordpress.com Youth: Influence Early
 Adopters Trend-
 Setters Game
 Changers
LUIS MARCELO • lmarcelo92.wordpress.com Youth: Influence Early
 Adopters ‣ Unafraid of experimenta!on ‣ The first at trying new things
 e.g. iPod, Netflix
LUIS MARCELO • lmarcelo92.wordpress.com Youth: Influence Trend-
 Setters ‣ The Now Genera!on: instant demands and agile on trends ‣ Fragmented trends but some hit the mainstream ‣ Digital-forward lifes"le
LUIS MARCELO • lmarcelo92.wordpress.com Youth: Influence Game
 Changers ‣ Respond to globaliza!on, tech advances, world changes ‣ Volunteerism and ac!vism
 e.g. Teach for the Philippines
LUIS MARCELO • lmarcelo92.wordpress.com TikTok Gen Z first began using it Growing user base & populari" Evolved purpose: self- expression, entertainment, infotainment and ac!vism Video here
LUIS MARCELO • lmarcelo92.wordpress.com YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
LUIS MARCELO • lmarcelo92.wordpress.com Men v. Women
 https://www.youtube.com/watch?v=3tzUBpjCcXA
LUIS MARCELO • lmarcelo92.wordpress.com ‣ “Men are from Mars, women are from Venus.” 
 - John Gray ‣ Mul!taskers, mul!faceted ‣ World revolves around the depth of their roles in family and work WOMEN
 & Market Share
LUIS MARCELO • lmarcelo92.wordpress.com Women: Roles Info
 Collectors Holistic
 Shoppers Household
 Managers
LUIS MARCELO • lmarcelo92.wordpress.com Women: Roles Info 
 Collectors ‣ Spiral decision-making: going around to find the perfect product ‣ Men: straightforward, just get it done ‣ Research, assess and decide ‣ Converse about brands, get opinions ‣ Pay a#en!on and will summarize for others
LUIS MARCELO • lmarcelo92.wordpress.com Women: Roles Holistic
 Shoppers ‣ Exposed to more factors for considera!on: look at all benefits ‣ More willing to explore unknown brands ‣ More loyal and inclined to reco
LUIS MARCELO • lmarcelo92.wordpress.com Women: Roles Household
 Managers ‣ Takes care of home finances; thus gateway to household products and even investments ‣ Growing number of female finance o$cers in business
LUIS MARCELO • lmarcelo92.wordpress.com Kris Aquino Does her research, tries a lot of things Very picky; talks about her choices Single mother making family and business decisions Insert video about 
 rice brand here
LUIS MARCELO • lmarcelo92.wordpress.com YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
LUIS MARCELO • lmarcelo92.wordpress.com ‣ Not just anyone online BUT 
 the ac!ve contributors: 
 the collectors, cri!cs, and creators ‣ Social desire to connect and contribute ‣ Online communi!es ampli% communal word of mouth NETIZENS
 & Heart Share
LUIS MARCELO • lmarcelo92.wordpress.com Netizens: Social Social
 Connectors Expressive
 Evangelists Content
 Contributors
LUIS MARCELO • lmarcelo92.wordpress.com Netizens: Social Social 
 Connectors ‣ Anonymi" allows for confident interac!ons ‣ From one-to-one connec!ons to many-to-many networks: a strong communi"
LUIS MARCELO • lmarcelo92.wordpress.com Netizens: Social Expressive
 Evangelists ‣ Aggressive opinions help promote brand ‣ Passion for brands turns them into followers, fans and friends ‣ Brand storytellers based on personal experience
LUIS MARCELO • lmarcelo92.wordpress.com Netizens: Social Content
 Contributors ‣ Richer, more searchable content: hashtags, ra!ngs, reviews, vo!ng ‣ New content in various formats: e-books, infographics, art, games, videos, movies, web pages, blogs, and e-books
LUIS MARCELO • lmarcelo92.wordpress.com Never Have I Ever ‣ Checked Ro#en Tomatoes 
 for movie reviews ‣ Checked out a food blogger’s page for resto ideas ‣ Asked for/given recommenda!ons on Facebook ‣ Posted a picture of my meal ‣ Used a hashtag suggested by an event or company ‣ Watched an unboxing video, recipe video or makeup tutorial
LUIS MARCELO • lmarcelo92.wordpress.com Percentage of 
 the industry’s total sales Emo!onal bond
 with consumers Public awareness and influence YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share
LUIS MARCELO • lmarcelo92.wordpress.com YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
Luis Marcelo lmarcelo92.wordpress.com Digital Marke!ng : Ateneo Graduate School of Business Influential Digital Subcultures

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Influential Digital Subcultures

  • 1. Luis Marcelo lmarcelo92.wordpress.com
 Digital Marke!ng : Ateneo Graduate School of Business Influential Digital Subcultures
  • 2. LUIS MARCELO • lmarcelo92.wordpress.com ‣ Brand Advocacy ‣ The best segments to target: ‣ Youth - for the mind share ‣ Women - for the market share ‣ Ne!zens - for the heart share Influential Digital Subcultures
  • 3. LUIS MARCELO • lmarcelo92.wordpress.com What gets you 
 to decide on 
 a brand?
  • 4. LUIS MARCELO • lmarcelo92.wordpress.com Consumers who willingly campaign for their brand, esp. via word of mouth Brand Advocates
  • 5. LUIS MARCELO • lmarcelo92.wordpress.com BRAND ADVOCACY IN 
 THE DIGITAL AGE
  • 6. LUIS MARCELO • lmarcelo92.wordpress.com Most Likely to Advocate YOUTH WOMEN NETIZENS
  • 7. LUIS MARCELO • lmarcelo92.wordpress.com ‣ Large size ‣ Subcultures that became mainstream ‣ Strong influence thus the BEST BETS for marketers YOUTH WOMEN NETIZENS
  • 8. LUIS MARCELO • lmarcelo92.wordpress.com Percentage of 
 the industry’s total sales Emo!onal bond
 with consumers Public awareness and influence YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share
  • 9. LUIS MARCELO • lmarcelo92.wordpress.com Percentage of 
 the industry’s total sales Emo!onal bond
 with consumers Public awareness and influence Mind
 Share Market
 Share Heart
 Share
  • 10. LUIS MARCELO • lmarcelo92.wordpress.com Popular Usage LoyaltyUbiquity Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
  • 11. LUIS MARCELO • lmarcelo92.wordpress.com YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
  • 12. LUIS MARCELO • lmarcelo92.wordpress.com ‣ 1.8B young people bet 10-24y/o ‣ Today’s youth will be the primary and most profitable customers ‣ Exci!ng challenge for marketers ‣ Influen!al YOUTH
 & Mind Share
  • 13. LUIS MARCELO • lmarcelo92.wordpress.com Youth: Influence Early
 Adopters Trend-
 Setters Game
 Changers
  • 14. LUIS MARCELO • lmarcelo92.wordpress.com Youth: Influence Early
 Adopters ‣ Unafraid of experimenta!on ‣ The first at trying new things
 e.g. iPod, Netflix
  • 15. LUIS MARCELO • lmarcelo92.wordpress.com Youth: Influence Trend-
 Setters ‣ The Now Genera!on: instant demands and agile on trends ‣ Fragmented trends but some hit the mainstream ‣ Digital-forward lifes"le
  • 16. LUIS MARCELO • lmarcelo92.wordpress.com Youth: Influence Game
 Changers ‣ Respond to globaliza!on, tech advances, world changes ‣ Volunteerism and ac!vism
 e.g. Teach for the Philippines
  • 17. LUIS MARCELO • lmarcelo92.wordpress.com TikTok Gen Z first began using it Growing user base & populari" Evolved purpose: self- expression, entertainment, infotainment and ac!vism Video here
  • 18. LUIS MARCELO • lmarcelo92.wordpress.com YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
  • 19. LUIS MARCELO • lmarcelo92.wordpress.com Men v. Women
 https://www.youtube.com/watch?v=3tzUBpjCcXA
  • 20. LUIS MARCELO • lmarcelo92.wordpress.com ‣ “Men are from Mars, women are from Venus.” 
 - John Gray ‣ Mul!taskers, mul!faceted ‣ World revolves around the depth of their roles in family and work WOMEN
 & Market Share
  • 21. LUIS MARCELO • lmarcelo92.wordpress.com Women: Roles Info
 Collectors Holistic
 Shoppers Household
 Managers
  • 22. LUIS MARCELO • lmarcelo92.wordpress.com Women: Roles Info 
 Collectors ‣ Spiral decision-making: going around to find the perfect product ‣ Men: straightforward, just get it done ‣ Research, assess and decide ‣ Converse about brands, get opinions ‣ Pay a#en!on and will summarize for others
  • 23. LUIS MARCELO • lmarcelo92.wordpress.com Women: Roles Holistic
 Shoppers ‣ Exposed to more factors for considera!on: look at all benefits ‣ More willing to explore unknown brands ‣ More loyal and inclined to reco
  • 24. LUIS MARCELO • lmarcelo92.wordpress.com Women: Roles Household
 Managers ‣ Takes care of home finances; thus gateway to household products and even investments ‣ Growing number of female finance o$cers in business
  • 25. LUIS MARCELO • lmarcelo92.wordpress.com Kris Aquino Does her research, tries a lot of things Very picky; talks about her choices Single mother making family and business decisions Insert video about 
 rice brand here
  • 26. LUIS MARCELO • lmarcelo92.wordpress.com YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
  • 27. LUIS MARCELO • lmarcelo92.wordpress.com ‣ Not just anyone online BUT 
 the ac!ve contributors: 
 the collectors, cri!cs, and creators ‣ Social desire to connect and contribute ‣ Online communi!es ampli% communal word of mouth NETIZENS
 & Heart Share
  • 28. LUIS MARCELO • lmarcelo92.wordpress.com Netizens: Social Social
 Connectors Expressive
 Evangelists Content
 Contributors
  • 29. LUIS MARCELO • lmarcelo92.wordpress.com Netizens: Social Social 
 Connectors ‣ Anonymi" allows for confident interac!ons ‣ From one-to-one connec!ons to many-to-many networks: a strong communi"
  • 30. LUIS MARCELO • lmarcelo92.wordpress.com Netizens: Social Expressive
 Evangelists ‣ Aggressive opinions help promote brand ‣ Passion for brands turns them into followers, fans and friends ‣ Brand storytellers based on personal experience
  • 31. LUIS MARCELO • lmarcelo92.wordpress.com Netizens: Social Content
 Contributors ‣ Richer, more searchable content: hashtags, ra!ngs, reviews, vo!ng ‣ New content in various formats: e-books, infographics, art, games, videos, movies, web pages, blogs, and e-books
  • 32. LUIS MARCELO • lmarcelo92.wordpress.com Never Have I Ever ‣ Checked Ro#en Tomatoes 
 for movie reviews ‣ Checked out a food blogger’s page for resto ideas ‣ Asked for/given recommenda!ons on Facebook ‣ Posted a picture of my meal ‣ Used a hashtag suggested by an event or company ‣ Watched an unboxing video, recipe video or makeup tutorial
  • 33. LUIS MARCELO • lmarcelo92.wordpress.com Percentage of 
 the industry’s total sales Emo!onal bond
 with consumers Public awareness and influence YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share
  • 34. LUIS MARCELO • lmarcelo92.wordpress.com YOUTH WOMEN NETIZENS Mind
 Share Market
 Share Heart
 Share BRAND ADVOCACY
  • 35. Luis Marcelo lmarcelo92.wordpress.com Digital Marke!ng : Ateneo Graduate School of Business Influential Digital Subcultures