This document summarizes a presentation on exploring successful online communities for teens. It outlines an online community framework with three stages: online brand building process, customer experiences, and promoting factors. The framework is applied to analyze the teen-focused website Beinggirl.com. Key recommendations include rearranging content to focus on topics teens are interested in, building an online community through discussion boards and activities, and allowing for more customer customization through user-generated content. The analysis draws on interviews with teens and case studies of other online communities to provide suggestions to improve Beinggirl.com.

1. P&G Global Tribing:
Exploring Successful Online
Communities for Teens
Suggesting successful online communities framework
for online communities for teens and applying
the framework to help address key business questions
from the FemCare organization.
Eun hee Ko & Rui Ding

2. 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

3. INTRODUCTION
• Research Background
- Online Communities and Social Media are big phenomenon of
today and intriguing for companies because of the emerging
enormous business opportunities.
- Success stories:
- 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.

4. 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
headquarters.

5. 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 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?

6. 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 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.
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 FemCare
brands represented on beinggirl.com vs. creating unique sites for each brand and/or
partnering with brands in other categories.

7. STRUCTURE OF STUDY
PART I PART II
Previous Teens
Articles Interview
Online Online
Beinggirl
Community Community
Framework Analysis Framework
Websites
Case
Analysis
Analysis

8. 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.

9. Online Community Framework for Teens
STAGE II STAGE III
STAGE I The 8Cs
Technical Factors
Technical
Factors
Unaware Convenience Teens Factors
Connectivity Ubiquitous Engagement
Functionalities Relationships
Aware
Content Life Style
Customization Emotional Connections
Consent
Interactivity
Browser Refuser Communities
Customer Care
Online Community Factors
Cross Category
Factor Self – Expressions
Communication
User Opportunities of Persons
or Professional Growth
Atmospheric
Sales
Factors Entertaining Items
Sense of Moral Responsibility
Loyal Relationships
Consciousness of Kind
Life-enhancing and
Shared Rituals And Beliefs Educational Information

10. 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

11. Online Community Framework for Teens
STAGE II STAGE III
STAGE I The 8Cs
Technical Factors
Technical
Factors
Unaware Convenience Teens Factors
Connectivity Ubiquitous Engagement
Functionalities Relationships
Aware
Content Life Style
Customization Emotional Connections
Consent
Interactivity
Browser Refuser Communities
Customer Care
Online Community Factors
Cross Category
Factor Self – Expressions
Communication
User Opportunities of Persons
or Professional Growth
Atmospheric
Sales
Factors Entertaining Items
Sense of Moral Responsibility
Loyal Relationships
Consciousness of Kind
Life-enhancing and
Shared Rituals And Beliefs Educational Information

12. Stage II - Customers Experiences of Online Communities
The 8Cs
The 8Cs
Technical
Factors
Convenience
Connectivity
Functionalities
Content
Customization
Consent
Online Business Community Model
Communities
Customer Care
Cross Category
Factor
Communication
Atmospheric
Factors
Sense of Moral Responsibility
Muniz and O’Guinns (2001) Consciousness of Kind
Brand Community Shared Rituals And Beliefs

13. Stage II - Customers Experiences of Online Communities
Successful Brand Community Building
Framework (Robin, Cleland, 2002)
“The 8Cs of the Online
Brand Experiences”
from Robin Cleland’s
(2002) “Successful
Brand Community
Building Framework”

14. Stage II - Customers Experiences of Online Communities
Successful Factor Model with
Individual Factors
“Online Business
Community Model”
from Lane’s(2006)
“Successful Online
Business Community
Model”

15. Stage II - Customers Experiences of
Online Communities
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 interest.
• Share Rituals and Beliefs
Share 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.

16. Online Community Framework for Teens
STAGE II STAGE III
STAGE I The 8Cs
Technical Factors
Technical
Factors
Unaware Convenience Teens Factors
Connectivity Ubiquitous Engagement
Functionalities Relationships
Aware
Content Life Style
Customization Emotional Connections
Consent
Interactivity
Browser Refuser Communities
Customer Care
Online Community Factors
Cross Category
Factor Self – Expressions
Communication
User Opportunities of Persons
or Professional Growth
Atmospheric
Sales
Factors Entertaining Items
Sense of Moral Responsibility
Loyal Relationships
Consciousness of Kind
Life-enhancing and
Shared Rituals And Beliefs Educational Information

17. Stage III - Promoting Factors of Online Experiences
Technical Factors
Teens Factors
Ubiquitous Engagement
Relationships
Articles about Teens
Life Style
Emotional Connections
Interactivity
Online Community Factors
Self – Expressions
Online Community
Opportunities of Persons
Analysis or Professional Growth
Entertaining Items
Relationships
Life-enhancing and
Educational Information

18. No. Web Owner Link Logo Targets Contents Products Industry
1 Ivillage Inc. www.gurl.com Teen girls Find out, play, Books
show off, react…
2 The girls Inc. www.girlsinc.org Inspiring all girls Teen girls SSBI girls, Fun Brand stuffs CPGI
to be strong, stuffs, message
smart & bold boards, shop…
3 HLL/sunsilk www.sunsilkgango Make your new Teen girls Community, hair Sunsilk CPGI
fgirls.com year’s info, beauty… products
resolution
4 Kimberly- www.girlspace.com Teens Games, boards, Kotex CPGI
Clark girls products… products
5 Cyworld.nat www.cywoorld.na Friendly friend- 10’s to Blogs… Blogs, journals, Virtual
e.com te.com cyworld 30’s cybermoney Communi
ty
6 Girl Scouts www.gogirlsonly.org Everything you Teen girls Quizzes, games, CPGI
need to know talks…
7 Girlsloud www.girlsloud.co.uk Girl fans Ban Club… Music & Music
tickers
8 Mattel, Inc. www.everythinggir Pippa’s hot Girls Funzone Barbies & Fashion
l.com picks games… related
fashion
9 Apple www.apple.com/ Your life on the Everyone Publishing iWeb,
dotmac Internet iDink, groups,
backup, mail…
10 P&G www.beinggirl.com For girls, by girls Teen girls Period… P&G CPGI
Products

19. Online Community Framework for Teens
STAGE II STAGE III
STAGE I The 8Cs
Technical Factors
Technical
Factors
Unaware Convenience Teens Factors
Connectivity Ubiquitous Engagement
Functionalities Relationships
Aware
Content Life Style
Customization Emotional Connections
Consent
Interactivity
Browser Refuser Communities
Customer Care
Online Community Factors
Cross Category
Factor Self – Expressions
Communication
User Opportunities of Persons
or Professional Growth
Atmospheric
Sales
Factors Entertaining Items
Sense of Moral Responsibility
Loyal Relationships
Consciousness of Kind
Life-enhancing and
Shared Rituals And Beliefs Educational Information

20. APPLICATION
Practical 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
FemCare 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

21. RECOMMENDATIONS
Current Beinggirl.com
Interview Result Recommendations
Case Analysis Findings

22. Teens Interview
Summary of Interview
Adventurous Users
• 23 teens
• Aged from 12 to 18 3 Distinct Segments Interest Improvers
• Qualitative research
• Face-to-face interview
• Online conferences Practical Users
• Telephone Interview
Interest is the main
• General online behavior The Main Drive
• Experience on beinggirl
Drive
Word-of-Mouth
The 8Cs Hierarchy Searching Engine
From Unaware to
Celebrities' Influences
Customization
Aware
Activities
Content
Community
Communication Others
Convenience
Connectivity / Consent
Customer Care

23. Cases

24. 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.

25. Online Process
Unaware Aware Browser User Loyal
Refuser
Sales

26. Framework Based Analysis
The 8Cs
Interest
Customization Increased Factor
Content
Community Decision Influence
Communication Factors
Convenience
Connectivity / Consent Basic Factors
Customer Care

27. RECOMMENDATIONS
Content
3 Distinct Segments Community
Customization
Gain Awareness

28. 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 sunsilk girlspace cyworld beinggirl
83% 96% 99% 99% 99% 98%

29. RECOMMENDATIONS
Content – 2. the strength of each online communities
1. gURL.com: wide range of topics updated every day

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

31. RECOMMENDATIONS
Content – 2. the strength of each online communities
3. Sunsilkgangofgirls.com: gangs & beauty & GOG TV

32. RECOMMENDATIONS
Content – 2. the strength of each online communities
4. Cyworld.com: customized blogs

33. RECOMMENDATIONS
Content – 2. the strength of each online communities
Beinggirl.com
Expertise in health care, music, original articles, strong partners
Product Categories
Sponsors
Partners
Sony Music
Hero
Cathy’s Book

34. RECOMMENDATIONS
Content
• Recommendation 1 – Rearrange the Content
Rearrange the content using the names that hit the spots of the teens’ interest
Categorize the health care information into 1-2 sections
Emphasize the strengths of beinggirl.com
The brands and products can be categorized and only shown in product section
• Recommendation 2 – Others About Content
Redefine 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

36. RECOMMENDATIONS
Content
• Recommendation 2 – Others about Content
Redefine 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

37. RECOMMENDATIONS
Community
• Teens Interview Result
• Two Roles of Online Community
Communicate with friends
Find a group of people sharing the same interest
• The community is an effective way to increase the emotional connections
Between the online community and the users.

38. RECOMMENDATIONS
Community
• Different community building models
gURL
Discussion
Customized Content Other Content
Boards
Users
Girl space
Message Board Other Content
Interest Groups

39. RECOMMENDATIONS
Community
• Different community building models
Girls Inc.
Off-line Community Online Community
Off-line Groups Off-line Activities
Customer Other Information
Created Content
Members Users

40. RECOMMENDATIONS
Community
• Different community building models
Sunsilkgangofgirls
Gangs Other customized Information
Content
Gangs Gangs
Users Users Users

41. RECOMMENDATIONS
Community
• Recommendation 3 – The recommended online community model
Use discussion forum to build community
Arrange online/off-line activities to increase involvement
Arrange off-line meeting for sustainable development
Beinggirl Sponsors and Partners
Other customized Discussion Boards Activities Information
content
Board Board
Users

42. RECOMMENDATIONS
Customization
• Teens Interview Result
Customization has high attraction to teens.
• 3 ways of customization
Customer created content: blogs, original articles, videos, etc.
• Two good examples:
Sunsilkgangofteens – customer created groups, GOG TV
Cyworld.com - blogs

43. RECOMMENDATIONS
Customization
• Currently beinggirl.com
Customer created articles
Comments
Girls Talk
Locker Room
• Recommendation 4 – Increased customized components
Blogs
- The owners can decorate their own rooms
- Provide different backgrounds, sections and frameworks
Backgrounds
- Provide different styles of website backgrounds for customers

44. RECOMMENDATIONS
• Increase Awareness
How teens get to know an online community
Friends (Main source)
Word-of-mouth Parents
Teachers
Celebrities’ influences
Activities / Campaigns Online/off-line
Searching engines First several websites
Others TV Ads
Filers
Promoting with products

45. RECOMMENDATIONS
• Recommendation 5 – Increase Awareness
Improve the online community to hit
Word-of-mouth
the spots of teens’ interest
Invite celebrities to open their blogs
Celebrities’ influences
Invite celebrities to attend activities
Original article writing contest
Activities / Campaigns Blog decoration contest
Off-line meetings and activities
Promote with the sponsors’/partners’
Others products,
Promote teens’ activities

46. ACTION PLAN
Step 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

47. Questions and Comments
are Welcomed.