P&G Global Tribing: Exploring Successful On-line Communities for Teens

Suggesting successful online communities framework for online communities for teens and applyingthe framework to help address key business questions from the FemCare organization.

Eun hee Ko & Rui Ding

AGENDA

• Introduction

• Research Questions and Objectives

• Structure of Study

• Online Community Framework for Teens

• Application to Beinggirl.com- Teen’s Interview Findings- Website Analysis Findings- Overview of Beinggirl.com- Recommendation

• Research Background

- Online Communities and Social Media are big phenomenon of to-day and intriguing for companies because of the emerging enor-mous business opportunities.

- Success stories:

- P&G FemCare organization is interested in exploring further oppor-

tunities in online communities.

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

INTRODUCTION

• 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 & Gamble headquar-ters.

INTRODUCTION

What are P&G looking for?

Q1 What are online communities framework for successful online communities for teens?

Q2 How could the online communities framework be applied to help address key business questions from the FemCare organization?

• Can leverage global tribe learning help take being-girl.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?

Then, what are objectives of this research?

Learning 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 communi-ties 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.

Operational 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 Fem-Care brands represented on beinggirl.com vs. creating unique sites for each brand and/or partnering with brands in other categories.

STRUCTURE OF STUDY

PART I

PreviousArticles

WebsitesAnalysis

Online CommunityFramework

PART II

TeensInterview

BeinggirlAnalysis

Online CommunityFramework

Case Analysis

Online Community Framework for Teens

Methodology – Key Success Factors Taken From…

The proceeding 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 III ] The 8Cs (State 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.

Online Community Framework for Teens

Unaware

Aware

Browser

User

Loyal

Refuser

Sales

STAGE I

STAGE II

ConvenienceConnectivity

ContentCustomiza-

tionConsent

CommunitiesCustomer Care

Communica-tion

Sense of Moral Responsibility

Consciousness of KindShared Rituals And Beliefs

Technical Factors

Functionali-ties

Cross Cate-gory Factor

AtmosphericFactors

The 8Cs Technical Factors

Teens Factors

Ubiquitous Engagement

Relationships

Life Style

Emotional Connections

Interactivity

Online Community Factors

Self – ExpressionsOpportunities of Per-sons or Professional

Growth

STAGE III

Entertaining Items

Life-enhancing and Educational Information

Relationships

Stage I - Online Brand Building Process

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

Unaware Aware Browser User Loyal

Refuser

Sales

Online Community Framework for Teens

Unaware

Aware

Browser

User

Loyal

Refuser

Sales

STAGE I

STAGE II

ConvenienceConnectivity

ContentCustomiza-

tionConsent

CommunitiesCustomer Care

Communica-tion

Sense of Moral Responsibility

Consciousness of KindShared Rituals And Beliefs

Technical Factors

Functionali-ties

Cross Cate-gory Factor

AtmosphericFactors

The 8Cs Technical Factors

Teens Factors

Ubiquitous Engagement

Relationships

Life Style

Emotional Connections

Interactivity

Online Community Factors

Self – ExpressionsOpportunities of Per-sons or Professional

Growth

STAGE III

Entertaining Items

Life-enhancing and Educational Information

Relationships

Stage II - Customers Experiences of Online Communi-ties

Muniz and O’Guinns (2001) Brand Community

The 8Cs

Online Business Community Model

ConvenienceConnectivity

ContentCustomiza-

tionConsent

CommunitiesCustomer Care

Communica-tion

Sense of Moral Responsibility

Consciousness of KindShared Rituals And Beliefs

Technical Factors

Functionali-ties

Cross Cate-gory Factor

AtmosphericFactors

The 8Cs

Stage II - Customers Experiences of Online Communi-ties

Successful Brand Community Building Framework (Robin, Cleland, 2002)

“The 8Cs of the On-line Brand Experi-ences” from Robin Cleland’s (2002)

“Successful Brand Community Building

Framework”

Stage II - Customers Experiences of Online Communi-ties

“Online Business Community Model” from Lane’s(2006) “Successful Online

Business Community Model”

Successful Factor Model with Individual Factors

Stage II - Customers Experi-ences of Online Communities

Muniz and O’Guinns (2001) Brand Community

• Consciousness of KindConsciousness of kind refers to the intrinsic connections that members feel toward one another, and the collective sense of difference from oth-ers not in the community. It also refers to the sense of belongingness to an imagined community of people who share similar interest.

• Share Rituals and BeliefsShare by all the community members and that are unique to the com-munity. They define the culture, character and conduct within the com-munity.

• Sense of moral responsibilityThis refers to an inherent sense of duty that members of a community feel towards the community as a whole and towards other members indi-vidually.

Online Community Framework for Teens

Unaware

Aware

Browser

User

Loyal

Refuser

Sales

STAGE I

STAGE II

ConvenienceConnectivity

ContentCustomiza-

tionConsent

CommunitiesCustomer Care

Communica-tion

Sense of Moral Responsibility

Consciousness of KindShared Rituals And Beliefs

Technical Factors

Functionali-ties

Cross Cate-gory Factor

AtmosphericFactors

The 8Cs Technical Factors

Teens Factors

Ubiquitous Engagement

Relationships

Life Style

Emotional Connections

Interactivity

Online Community Factors

Self – ExpressionsOpportunities of Per-sons or Professional

Growth

STAGE III

Entertaining Items

Life-enhancing and Educational Information

Relationships

Stage III - Promoting Factors of Online Experi-ences

Technical Factors

Teens Factors

Ubiquitous Engagement

Relationships

Life Style

Emotional Connections

Interactivity

Online Community Factors

Self – ExpressionsOpportunities of Per-sons or Professional

GrowthEntertaining Items

Life-enhancing and Educational Information

Articles about Teens

Online Community Analysis

Relationships

No.

Web Owner

Link Logo Targets Contents Products Indus-try

1 Ivillage Inc. www.gurl.com Teen girls

Find out, play, show off, react…

Books

2 The girls Inc.

www.girlsinc.org Inspiring all girls to be strong, smart & bold

Teen girls

SSBI girls, Fun stuffs, message boards, shop…

Brand stuffs

CPGI

3 HLL/sunsilk www.sunsilkgan-gofgirls.com

Make your new year’s resolu-tion

Teen girls

Community, hair info, beauty…

Sunsilk products

CPGI

4 Kimberly-Clark

www.girlspace.com Teens girls

Games, boards, products…

Kotex products

CPGI

5 Cyworld.-nate.com

www.cywoorld.-nate.com

Friendly friend-cyworld

10’s to 30’s

Blogs… Blogs, jour-nals, cyber-money

VirtualCommu-nity

6 Girl Scouts www.gogirlsonly.org Everything you need to know

Teen girls

Quizzes, games, talks…

CPGI

7 Girlsloud www.girlsloud.co.uk Girl fans Ban Club… Music & tickers

Music

8 Mattel, Inc. www.everything-girl.com

Pippa’s hot picks

Girls Funzone games…

Barbies & related fashion

Fashion

9 Apple www.apple.com/dotmac

Your life on the Internet

Everyone Publishing iWeb, iDink, groups, backup, mail…

10 P&G www.beinggirl.com For girls, by girls

Teen girls

Period… P&G Prod-ucts

CPGI

Online Community Framework for Teens

Unaware

Aware

Browser

User

Loyal

Refuser

Sales

STAGE I

STAGE II

Technical Factors

Teens Factors

Ubiquitous Engagement

Relationships

Life Style

Emotional Connections

Interactivity

Online Community Factors

Self – ExpressionsOpportunities of Per-sons or Professional

Growth

STAGE III

Entertaining Items

Life-enhancing and Educational Information

ConvenienceConnectivity

ContentCustomiza-

tionConsent

CommunitiesCustomer Care

Communica-tion

Sense of Moral Responsibility

Consciousness of KindShared Rituals And Beliefs

Technical Factors

Functionali-ties

Cross Cate-gory Factor

AtmosphericFactors

The 8Cs

Relationships

APPLICATIONPractical Objectives

Can leverage 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 Fem-Care brands represented on beinggirl vs. creating unique sites for each brand and/or partnering with brands in other categories?

How?

Know the customers – Teens’ interview Find ways to realize the objectives in the real world – Care Analysis Adjust the results to beinggirl.com

RECOMMENDATIONS

Current Beinggirl.com

Interview Result

Case Analysis Findings

Recommendations

Teens InterviewSummary of Inter-

view

• 23 teens• Aged from 12 to 18• Qualitative research• Face-to-face interview• Online conferences• Telephone Interview• General online behavior• Experience on beinggirl

The 8Cs Hierarchy

Customiza-tion

Content Com-munity Commu-

nication

Convenience Con-nectivity / Consent

Customer Care

3 Distinct Segments

The Main Drive

From Unaware to Aware

Adventurous Users

Interest Improvers

Practical Users

Interest is the main Drive

Word-of-Mouth

Searching Engine

Celebrities' Influences

Activities

Others

Cases

The Feature of Popular Online Communities

• The topics right hit the spots of the girls.• The interface is simple, clear and lively.• More customized elements.• Arranging many online or offline activities.• The provide channels for teens to communicate, share and play with their

friends.• The online communities APPEAR as a space for teens but not a space for

brands.

Unaware Aware Browser User Loyal

Refuser

Sales

Online Process

Framework Based Analysis

Customization

Content Community

Communication

Convenience Connectivity / Consent Customer

Care

The 8Cs

InterestIncreased Factor

Decision Influence Factors

Basic Factors

3 Distinct Segments

Content

Community

Customization

Gain Awareness

RECOMMENDATIONS

Recommendation – Online Community Building

Content – 1. what topics should be covered?

• What makes teens involve in an online community?- Interest is the main drive• What are teens interested in?- Music, original articles, fashion & beauty, discussion boards, blogs,

quizzes, games, relationships, professional development.- Health care information is not a popular topic for teens• How do they make decisions whether to become a regular user of

an online community?- The first expression – main page- The topics are interesting

gURL girlsinc

sun-silk

girlspace

cy-world

being-girl

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

RECOMMENDATIONS

Content – 2. the strength of each online communi-ties1. gURL.com: wide range of topics updated every day

RECOMMENDATIONS

Content – 2. the strength of each online communities2. girlsinc.org: inspiring girls, online and off-line activities

RECOMMENDATIONSContent – 2. the strength of each online communities3. Sunsilkgangofgirls.com: gangs & beauty & GOG TV

RECOMMENDATIONS

Content – 2. the strength of each online communities4. Cyworld.com: customized blogs

RECOMMENDATIONSContent – 2. the strength of each online communitiesBeinggirl.comExpertise in health care, music, original articles, strong partners

Sponsors

Partners

Sony Music

Hero

Cathy’s Book

Product Categories

RECOMMENDATIONS

Content

• Recommendation 1 – Rearrange the ContentRearrange the content using the names that hit the spots of the teens’ interestCategorize the health care information into 1-2 sectionsEmphasize the strengths of beinggirl.comThe brands and products can be categorized and only shown in product section

• Recommendation 2 – Others About ContentRedefine the content in each section-i.e. “article” section is a space for teens to read and write their original articles – their own stories, also novels and other articles

RECOMMENDATIONS

Content

• Recommendation 2 – Others about ContentRedefine the content in each section.-i.e. “article” section is a space for teens to read and write their original Article – their own stories, also novels and other articles

RECOMMENDATIONS

Community

• Teens Interview Result

• Two Roles of Online CommunityCommunicate with friendsFind a group of people sharing the same interest

• The community is an effective way to increase the emotional connec-tionsBetween the online community and the users.

RECOMMENDATIONS

Community

• Different community building models

gURL

Discussion Boards

Customized Content Other Content

Users

Girl space

Message Board

Interest Groups

Other Content

RECOMMENDATIONS

Community

• Different community building models

Girls Inc.

Off-line Community Online Community

Off-line Groups Off-line Activities Customer Cre-ated Content

Other Informa-tion

Members Users

RECOMMENDATIONS

Community

• Different community building models

Sunsilkgangofgirls

Gangs Other custom-ized Content

Information

Users

Gangs Gangs

UsersUsers

RECOMMENDATIONS

Community

• Recommendation 3 – The recommended online community modelUse discussion forum to build communityArrange online/off-line activities to increase involvementArrange off-line meeting for sustainable development

Beinggirl

Other custom-ized

contentActivities Information

Users

Discussion Boards

BoardBoard

Sponsors and Partners

RECOMMENDATIONS

Customization

• Teens Interview ResultCustomization has high attraction to teens.

• 3 ways of customizationCustomer created content: blogs, original articles, videos, etc.

• Two good examples:Sunsilkgangofteens – customer created groups, GOG TVCyworld.com - blogs

RECOMMENDATIONS

Customization

• Currently beinggirl.comCustomer created articlesCommentsGirls TalkLocker Room

• Recommendation 4 – Increased customized componentsBlogs- The owners can decorate their own rooms- Provide different backgrounds, sections and frameworksBackgrounds- Provide different styles of website backgrounds for customers

RECOMMENDATIONS

• Increase AwarenessHow teens get to know an online community

Online/off-line

Word-of-mouthFriends (Main source)ParentsTeachers

Others

Searching engines

Activities / Campaigns

Celebrities’ influ-ences

First several websites

TV Ads

Filers

Promoting with products

RECOMMENDATIONS

• Recommendation 5 – Increase Awareness

Word-of-mouthImprove the online community to hit the spots of teens’ interest

Others

Activities / Campaigns

Celebrities’ influ-ences

Invite celebrities to open their blogsInvite celebrities to attend activities

Original article writing contestBlog decoration contestOff-line meetings and activities

Promote with the sponsors’/part-ners’ products,Promote teens’ activities

ACTION PLANStep by step, to win the game !

Step 1. Rearrange the content

Step 2. Increase the Awareness

Step 3. Increase Customized Components

Step 4. Community Building

Questions and Comments are Welcomed.