The document summarizes ways for a bank to leverage digital subcultures to increase market share. It suggests engaging youth as early adopters, targeting women who influence household spending, and identifying social media influencers. The bank should collaborate with startups and improve products for youth. It could highlight women's roles in marketing and develop branches and services convenient for women. The best influencers in target industries should create content, and the bank needs social media training and engagement rules for employees.

1. Chapter Overview Synthesis & Local Application
CHAPTER 3:
The Influential Digital
Subcultures
A.V. ANGELES, Section V77
Prof. Bong De Ungria
Ateneo-Regis MBA Program
1 December 2018
1

2. Chapter Overview Synthesis & Local Application
CHAPTER 3:
The Influential Digital Substructures
I. BACKGROUND – INDUSTRY & COMPANY
II. REFLECTION QUESTIONS AND ANSWERS
III. QUIZ
2

3. Background:

4. Background:
• 7th biggest savings bank in terms of assets
• On its 11th year (Founded: March 2007)
• 47 branches in the Philippines
• Cater mostly to small and medium enterprises
• Business segments: Retail Banking, Commercial
Lending, Consumer Lending, Trust, Treasury

5. Reflection:
• How can your business acquire greater mind
share by leveraging youth’s roles of early
adopters and trendsetters?
• How can your business grow market share by
leveraging the household influence of women?
• How can your business identify and utilize
netizens to win greater heart share?

6. • How can your business acquire greater mind
share by leveraging youth’s roles of early
adopters and trendsetters?
ENGAGE AND COLLABORATE.

7. • How can your business acquire greater mind
share by leveraging youth’s roles of early
adopters and trendsetters?
1. ENGAGE.
Work with the young market to shatter the view
that banking is boring and cold.
Run a social media campaign showing how
mobile and internet banking segments of the
Bank can help the youth achieve their #lifegoals.

8. • How can your business acquire greater mind
share by leveraging youth’s roles of early
adopters and trendsetters?
2. COLLABORATE.
Tap the young owners and managers of start-ups,
projects, and businesses.
Organize activities where products and services
can be offered. Consult them on how the banking
experience can be improved for their purposes.
Make sure these are reflected on ad campaigns.

9. • How can your business grow market share by
leveraging the household influence of women?
BE THERE AS THEY RUN THE WORLD.

10. • How can your business grow market share by
leveraging the household influence of women?

11. • How can your business grow market share by
leveraging the household influence of women?

12. • How can your business grow market share by
leveraging the household influence of women?
Source: Philippine Statistics Authority, 2017 Gender Statistics on Labor and Employment

13. • How can your business grow market share by
leveraging the household influence of
women?
1. BE THERE.
Increase channels for both existing and potential
clients.
Establish additional branches in key areas. Widen
accessibility of e-money services (through
convenience stores and other shops).

14. • How can your business grow market share by
leveraging the household influence of
women?
2. HELP THEM RUN THE WORLD.
Send a clear message in a marketing campaign
that the Bank recognizes the role of women in
business and society.
Run a campaign showing how the value of saving
is first learned at home.

15. • How can your business grow market share by
leveraging the household influence of
women?
2. HELP THEM RUN THE WORLD.
Send a clear message in a marketing campaign
that the Bank recognizes the role of women in
business and society.
Create ads that feature successful women in three
main segments: household managers, employees,
businesswomen. Show how the Bank’s products
can help them in their roles.

16. • How can your business identify and utilize
netizens to win greater heart share?

17. • How can your business identify and utilize
netizens to win greater heart share?
1. PICK THE BEST INFLUENCERS.
Evaluate the industry exposure of the Bank and
choose influencers for areas where it aims to
grow.
Work with social media influencers (bloggers,
vloggers, and those with impact/following) to
create content that will increase awareness and
presence of the Bank.

18. • How can your business identify and utilize
netizens to win greater heart share?
2. IMPROVE CLIENT MANAGEMENT ON SOCIAL
MEDIA.
Implement social media engagement programs.
Establish clear rules on engagement in social
media by employees. Assign specific staff who will
be allowed to respond to social media feedback.

19. Quiz: Kahoot Game
Prize from
Railroadvine Brews

20. Summary:
• The Bank should engage and collaborate with
the young market to innovate its products and
services.
• Market share can be increased by tapping on
household managers, female employees, and
businesswomen to maximize use of the Bank’s
products and services for their roles.

21. Summary:
• Social media influencers should be fit for the target
industries.
• Social media engagement training should be
improved for all employees.

22. Chapter Overview Synthesis & Local Application
CHAPTER 3:
The Influential Digital
Substructures
A.V. ANGELES, Section V77
Prof. Bong De Ungria
Ateneo-Regis MBA Program
1 December 2018
22