P&G GLOBAL Tribing

P&G GLOBAL Tribing

Eunhee Ko & Rui Ding

P&G Global Tribe

Agenda

• Introduction• Research Questions and Objectives• Structure of Study• Online Community Framework for Teens• Application to Beinggirl.com

– Teens’ Interview Findings

– Website Analysis Findings

– Overview of Beinggirl.com

– Recommendations

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1. INTRODUCTION

• Research Background – Online communities are big phenomenon of today and intriguing for

companies because of the emerging enormous business opportunities.

– Success stories: Myspace (myspace.com), Facebook (facebook.com),

Cyworld (cyworld.nate.com), or Habohotel (habohotel.com).

– P&G FemCare organization is interested in exploring further opportunities in online communities.

– What makes some of online communities work? – success factors of online communities.

• This study is…– This research is conducted as a Capstone study for the College of Business at

University of Cincinnati

– This research is participating in the “Developing a Model for Leveraging Global Tribes” project of Procter and Gamble.

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2. RESEARCH QUESTIONS and OBJECTIVES

Research Questions• What are online communities framework for successful online

communities for teens?

• How could the online communities framework be applied to help address key business questions from the FemCare organization?– Beinggirl.com currently only reaches 10% of global teens, yet this vehicle has

the highest ROI for the marketing investment ($3+). Can leveraging global tribe learning help take beinggirl.com reach from 10% to 90%?

– How can FemCare turn beinggirl.com into a profit center?

– How should FemCare think about the approach of having the portfolio of FemCare brands represented on beinggirl vs. creating unique sites for each brand and/or partnering with brands in other categories?

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2. RESEARCH PROBLEMS and QUESTIONS

Research Objectives• Identify key success factors of teens’ online communities

• Recommend how to apply the key success factors of teens’ online communities to help address key business questions from the FemCare organization:

Learning Objectives Operational Objectives

• Leveraging existing frameworks for successful online brand communities and from thought leaders in the community-building arena.• Researching the behavior characteristics of teens.• Finding principles that can be used in building the successful brand communities for teens.• Creating a framework outlining the various business models for how online communities can enable brand growth among teens.• Testing the framework in the real world.

• Help take beinggirl.com reach from 10% to 90%.• Help FemCare turn beinggirl.com into a profit center.• Help FemCare make decision on the approach of having the portfolio of FemCare brands represented on beinggirl.com vs. creating unique sites for each brand and/or partnering with brands in other categories

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3. STRUCTURE of STUDY

Part I Part II

Online Community Framework

Websites Analysis

Application

Previous

Articles

Case

Analysis

Beinggirl

Analysis

Teens Interview

Recommendations

For beinggirl.com

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4. ONLINE COMMUNITY FRAEMWORK FOR TEENS

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4.ONLINE COMMUNITY FRAEMWORK FOR TEENS

• Methodology - Key success factors taken from…– The preceding articles about virtual communities

– Our online communities analyses.

– Research about teens’ purchasing and online behaviors

• The model consists of…[Stage I] Online Brand Building Process (Stage I) derived from Cleland’s study

(2002).

[Stage II] The 8Cs (Stage II) drawn from Cleland’s study (2002) and

Atmospheric Factors (Stage II) from Muniz and O’guinn’s study (2001).

[Stage III] Teens Factors (Stage III) from previous researches about teens online and purchasing behaviors and their psychology and Online Community Factors (Stage III) from online communities analysis

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Stage (II)Stage (I)

UnawareUnaware

AwareAware

BrowserBrowser

UserUser

LoyalLoyal

RefuserRefuser

PurchasingBehaviors

PurchasingBehaviors

Stage (III)

Life-enhancing and Educational Information


Self-ExpressionsSelf-Expressions

Opportunities of PersonalOr Professional Growth


Entertaining ItemsEntertaining Items

RelationshipsRelationships

Online Community Factors

Emotional ConnectionsEmotional Connections


Life StyleLife Style

Ubiquitous EngagementUbiquitous Engagement

InteractivityInteractivity

Teens Factors

Technical Factors

Online Community Framework for Teens

The 8Cs

Technical Factors

ConvenienceConvenience

Functionalities

ContentContent

CustomizationCustomization

ConnectivityConnectivity

ConsentConsent

CommunitiesCommunities

CommunicationCommunication

Customer CareCustomer CareCross Category

Factor

Sense of Moral ResponsibilitySense of Moral Responsibility

Consciousness Of KindConsciousness Of Kind

Atmospheric Factors

Shared Rituals And BeliefsShared Rituals And Beliefs

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Stage I – Online Brand Building Process

Online Brand Building Process (Stage I) derived from Cleland’s study (2002).

LoyalLoyal

RefusersRefusers

Sales($)

UserUserBrowserBrowserAwareAwareUnawareUnaware

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Stage (II)

The 8Cs

Technical Factors


Functionalities

ContentContent



ConsentConsent




Factor



Atmospheric Factors


Stage (I)

UnawareUnaware

AwareAware

BrowserBrowser

UserUser

LoyalLoyal

RefuserRefuser

PurchasingBehaviors

PurchasingBehaviors

Stage (III)














Teens Factors

Technical Factors


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Stage II - Customer Experiences of Online Communities 8Cs

Online Business Community Model

Muniz and O’Guinns Study – Brand Community

The 8Cs

Technical Factors


Functionalities

ContentContent



ConsentConsent




Factor



Atmospheric Factors


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“The 8Cs of the Online Brand Experiences”From Robin Cleland’s(2002) “SuccessfulBrand CommunityBuilding Framework”

Stage II - Customer Experiences of Online Communities

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Online Business Community Model”FromLaine’s (2006)“Successful online Business communityModel”


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Muniz and O’Guinns’ (2001) “Brand Community”

• Consciousness of Kind– Consciousness of kind refers to the intrinsic connections that members feel

toward one another, and the collective sense of difference from others not in the community. It also refers to the sense of belongingness to an imagined community of people who share similar interests.

• Shared Rituals and Beliefs– Shared by all the community members and that are unique to the community.

– They define the culture, character and conduct within the community.

• Sense of Moral Responsibility– This refers to an inherent sense of duty that members of a community feel

towards the community as a whole and towards other members individually.


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Stage (II)

The 8Cs

Technical Factors


Functionalities

ContentContent



ConsentConsent




Factor



Atmospheric Factors


Stage (I)

UnawareUnaware

AwareAware

BrowserBrowser

UserUser

LoyalLoyal

RefuserRefuser

PurchasingBehaviors

PurchasingBehaviors

Stage (III)Online Community Framework for Teens













Teens Factors

Technical Factors

Teens Factors

Online CommunityFactors

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Stage III - Promoting Factors of Online Experiences

Articles about Teens

Online Community Analysis













Teens Factors

Technical Factors

Teens Factors

Online CommunityFactors

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•

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Stage (II)

The 8Cs

Technical Factors


Functionalities

ContentContent



ConsentConsent




Factor



Atmospheric Factors


Stage (I)

UnawareUnaware

AwareAware

BrowserBrowser

UserUser

LoyalLoyal

RefuserRefuser

PurchasingBehaviors

PurchasingBehaviors

Stage (III)














Teens Factors

Technical Factors


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• Application

• Practical objectives:– Help take beinggirl.com reach from 10% to 90%.

– Help FemCare turn beinggirl.com into a profit center.

– Help FemCare make decision on the approach of having

– the portfolio of FemCare brands represented on

– beinggirl.com vs. creating unique sites for each brand

– and/or partnering with brands in other categories

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Overview

Teens interview-------------------------

•23 teens •Aged from 12 to 18•Face-to-face interview, online conferences, telephone interview•Qualitative rather than quantitative•Asked about general online behavior as well as their experience on beinggirl.com

Framework bases website Analysis------------------------------------------------

•Framework based analysis if 5 online communities•Findings of how they realize the framework components

Recommendations

Framework bases beinggirl.com Analysis------------------------------------------------

•Current beinggirl’s performance based on framework

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Our Target

• 3 Distinct Segments

• Adventurous Users

• Interest Improvers

• Practical Users

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Teens’ Interview Findings

• What teens seek from the online community– The feeling of belonging (communicating with friends, sharing the interest,

beliefs, etc.)

– Expressing themselves (blogs, discussion boards, articles, photos, videos, etc.)

– Helpful information (health care, relationship, Q&A, professional improvement, etc.)

– Fun (games, quizzes, activities, music, fashion, etc.)

• What drives Teens to go online– Interest is the main drive

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Teens’ Interview FINDINGS

• The 8Cs pyramid

Consent, Convenience,

Connectivity & Customer Care

Content

Community

Communication

Customization

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Beinggirl.com

• Active Users: – 1.8M

• Sponsors：– Tampax

– Always

• Partners: – Sony Music

– UN Hero

• Content: – Expertise health care information

•

Consent, Convenience,

Connectivity & Customer Care

Content

Community

Communication

Customization

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Intro to 5 Example websites

• Gurl.com: – The first online community for girls.

• Girlsinc.org: – Started from an off-line community and extends its community online

• Sunsilkgangofgirls: – Built by one of beinggirl’s competitor, Launched in December, 2005 and

currently have 550,003 active members

• Girlspace– Launched by Kotex, an example of how to handle health care information

• Cyworld.com– Korean website, – 90% of Koreans in their 20s have a Cyworld blog called Minihomepi – 11.9mn bloggers across the entire population (48.3mn) – Korean population is 10% of the whole website users.

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Recommendations

• Recommendation1-Rearrange the content

• Teens’ interview result: – Teens’ decision process mostly on the first expression on the website

– Most of the teens get the first expression from the main page

– The topics teens love most

• music, original articles, blogs, discussion boards, beauty and fashion, games & quizzes, are loved by most of the teens

• Career development and professional information are also some searching topics of teens

• Health care is a topic teens would like to know, and search but not what they want to get all the time

gURL girlsinc sunsilk girlspace cyworld beinggirl

83% 96% 99% 99% 99% 98%

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Recommendations

• Recommendation1-Reposition the online community

• Positions of the 6 online communities– gURL.com: a teens’ online community to communicate, have fun

– Girlsinc.org: an extension of the off-line community

– Sunsilkgangofteens.com: a place teens can create their own gangs and share the same interest with teens with the same interest

• Launched 2 years and has 556, 000 members and is growing everyday.

– Girlspace.com: a place to explore the health information of teens and have fun

• Currently, it has been combined to Kotex.com

– Cyworld.com: an online club which provide customer created blogs, journals and discussion groups

• Has a coverage of % of Korean population

• Extends to several countries including U.S.A

– Beinggirl.com: a website providing expert health care information and related information

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Recommendations

• Teens interview result– Interest is the main drive of teens’ online behavior

– The health care information is helpful but not the main interest of teens

• Reposition of beinggirl.com– Becoming a fun space for teens with expert information and helpful product

suggestion and information

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Recommendations


• How each of the websites make their main pages

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Recommendations


• Current Beinggirl.com

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Recommendations


• Some possible changes on beinggirl.com

An example of the possible interface• The information is categorized

based on their interest

• The main body list some topics that are new and hit the spot of teens’ interest

• The health information is integrated into “explore together”

The advantage of doing this:

• Increase the interest of the website

• Make the sections more clear according to teens’ interest

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Recommendations

• Recommendation3-Community Building

• Teens interview – Belongling is something teens seek from online community

• Three Models:– Pure online: sunsilkgangofgirls.com, gRURL.com, girlspace.com (Kotex.com)

– From off-line to online: girlsinc.org

– Online with off-line elements: cyworld.com, beinggirl.com

• To make the teens more involved in the community– Allow both online and off-line communication in the community

– Give teens more opportunities to involve in the organization and management in the online community

– Give teens some opportunities to become popular among their peers

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Recommendations

• Recommendation3-Community Building• the structure of the community

• We highly recommend that beinggirl.com can build its community from both online and off-line ways.

• Beinggirl.com can arrange or co-operate with some organizations or programs (i.e. hero, etc.) to provide volunteer opportunities or other opportunities to increase the members’ involvement in the community.

• The recommended structure can be described as follows:

Beinggirl Partners& Sponsors

Online Activities

Off-line Activities

Beinggirl Members

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Recommendations

• Recommendation4-Provide more customized components

• Teens interview– Customization has high attraction to teens

• 3 ways of customization– customer created content: blogs, original articles, videos, etc

– customer created group: gangs, chatting rooms, etc.

– customizable color.

• Two good examples: – Sunsilkgangof teens-customer created groups

– Cyworld.com-customer created content (blogs)

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Recommendations


• Blogs

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Recommendations


• Discussion boards– Customer created discussion groups

– Allowing customers to involve in the management of the discussion groups

– Create shortcut for teens to invite their friends to join the discussion groups directly from the browser

– Provide a wide range of topics to give teens more choices

– Encourage teens to invite their friends to the discussion board

– Provide in-time feedback and the board managers take the responsibility to check and monitor the topics and they have rights to clean the board based on the principles and the rules.

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Recommendations


• Discussion boards• A possible structure of discussion boards

Beinggirl Staff

Board Manager Board Manager Board Manager

Discussion Board Discussion Board Discussion Board

Visitors

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Recommendations

• Recommendation5-Increase Awareness

• Teens Interview

• What other websites do– Word-of-mouth: All of them

– Celebrities: Sunsilkgangofgirls.com, girlsinc.org

– Activities: Girlsinc.org, beinggirl.com

• Suggested Approaches– Promoting the programs and activities organized by beinggirl.com or the

sponsors of beinggirl.com

– Invite celebrities among teens to open discussion boards or blogs on beinggirl.com or attend the activities organized by beinggirl.com

– Allow customer created groups or chatting rooms and provide tools to allow teens invite friends to their group directly from the browser

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Recommendations

• Other Recommendations

• Sustainable Development: – Beinggirl.com should keep an active member pool

– Schedule off-line forum for teens to share their opinions and get in touch with each others.

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Action Plan

• Repositioning

• Rearrange the content

• Promotion to get Awareness

• Customization

• Community Building

• Sustainable development components Building

• Step By Step, to win the game…

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• Questions & Comments?

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Documents

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