P&g global tribing

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P&g global tribing

  1. 1. P&G Global Tribing:Exploring Successful OnlineCommunities for TeensSuggesting successful online communities frameworkfor online communities for teens and applyingthe framework to help address key business questionsfrom the FemCare organization.Eun hee Ko & Rui Ding
  2. 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. 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. 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. 5. What are P&G looking for?Q1 What are online communities framework forsuccessful online communities for teens?Q2 How could the online communities frameworkbe applied to help address key businessquestions 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. 6. Then, what are objectives of this research?Learning Objectives Leveraging existing frameworks for successful online brand communities and fromthought leaders in the community-building arena. Researching the behavior characteristics of teens. Finding principles that can be used in building the successful brand communitiesfor teens. Creating a framework outlining the various business models for how onlinecommunities 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 FemCarebrands represented on beinggirl.com vs. creating unique sites for each brand and/orpartnering with brands in other categories.
  7. 7. STRUCTURE OF STUDY PART I PART IIPrevious TeensArticles Interview Online Online Beinggirl Community Community Framework Analysis FrameworkWebsites CaseAnalysis Analysis
  8. 8. Online Community Framework for TeensMethodology – Key Success Factors Taken From… The proceeding articles about virtual communities. Our online communities analyses. Research about teens’ purchasing and online behaviorsThe 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 AtmosphericFactors (Stage II) from Muniz and O’guinn’s study (2001).[ Stage III ] Teens Factors (Stage III) from previous researches about teens online andpurchasing behaviors and their psychology and Online Community Factors (Stage III)from online communities analysis.
  9. 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. 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. 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. 12. Stage II - Customers Experiences of Online Communities The 8Cs The 8Cs Technical Factors Convenience Connectivity Functionalities Content Customization ConsentOnline 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. 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. 14. Stage II - Customers Experiences of Online Communities Successful Factor Model with Individual Factors “Online BusinessCommunity Model” from Lane’s(2006) “Successful OnlineBusiness Community Model”
  15. 15. Stage II - Customers Experiences of Online Communities Muniz and O’Guinns (2001) Brand Community• Consciousness of KindConsciousness of kind refers to the intrinsic connections that members feeltoward one another, and the collective sense of difference from others notin the community. It also refers to the sense of belongingness to animagined community of people who share similar interest.• Share Rituals and BeliefsShare by all the community members and that are unique to thecommunity. They define the culture, character and conduct within thecommunity.• Sense of moral responsibilityThis refers to an inherent sense of duty that members of a community feeltowards the community as a whole and towards other members individually.
  16. 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. 17. Stage III - Promoting Factors of Online Experiences Technical Factors Teens Factors Ubiquitous Engagement RelationshipsArticles about Teens Life Style Emotional Connections Interactivity Online Community Factors Self – ExpressionsOnline Community Opportunities of Persons Analysis or Professional Growth Entertaining Items Relationships Life-enhancing and Educational Information
  18. 18. No. Web Owner Link Logo Targets Contents Products Industry1 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 resolution4 Kimberly- www.girlspace.com Teens Games, boards, Kotex CPGI Clark girls products… products5 Cyworld.nat www.cywoorld.na Friendly friend- 10’s to Blogs… Blogs, journals, Virtual e.com te.com cyworld 30’s cybermoney Communi ty6 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 tickers8 Mattel, Inc. www.everythinggir Pippa’s hot Girls Funzone Barbies & Fashion l.com picks games… related fashion9 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. 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. 20. 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 ofFemCare brands represented on beinggirl vs. creating unique sites for each brandand/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. 21. RECOMMENDATIONSCurrent Beinggirl.com Interview Result RecommendationsCase Analysis Findings
  22. 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. 23. Cases
  24. 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. 25. Online ProcessUnaware Aware Browser User Loyal Refuser Sales
  26. 26. Framework Based AnalysisThe 8Cs Interest Customization Increased Factor Content Community Decision Influence Communication Factors Convenience Connectivity / Consent Basic Factors Customer Care
  27. 27. RECOMMENDATIONS Content3 Distinct Segments Community Customization Gain Awareness
  28. 28. Recommendation – Online Community BuildingContent – 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. 29. RECOMMENDATIONSContent – 2. the strength of each online communities1. gURL.com: wide range of topics updated every day
  30. 30. RECOMMENDATIONSContent – 2. the strength of each online communities2. girlsinc.org: inspiring girls, online and off-line activities
  31. 31. RECOMMENDATIONSContent – 2. the strength of each online communities3. Sunsilkgangofgirls.com: gangs & beauty & GOG TV
  32. 32. RECOMMENDATIONSContent – 2. the strength of each online communities4. Cyworld.com: customized blogs
  33. 33. RECOMMENDATIONSContent – 2. the strength of each online communitiesBeinggirl.comExpertise in health care, music, original articles, strong partners Product Categories Sponsors Partners Sony Music Hero Cathy’s Book
  34. 34. RECOMMENDATIONSContent• 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 originalarticles – their own stories, also novels and other articles
  35. 35. RECOMMENDATIONSContent• Recommendation 2 – Others about ContentRedefine the content in each section.-i.e. “article” section is a space for teens to read and write their originalArticle – their own stories, also novels and other articles
  36. 36. RECOMMENDATIONSCommunity• 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 connectionsBetween the online community and the users.
  37. 37. RECOMMENDATIONSCommunity• Different community building models gURL Discussion Customized Content Other Content Boards Users Girl space Message Board Other Content Interest Groups
  38. 38. RECOMMENDATIONSCommunity• Different community building models Girls Inc. Off-line Community Online Community Off-line Groups Off-line Activities Customer Other Information Created Content Members Users
  39. 39. RECOMMENDATIONSCommunity• Different community building models Sunsilkgangofgirls Gangs Other customized Information Content Gangs Gangs Users Users Users
  40. 40. RECOMMENDATIONSCommunity• 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 Sponsors and PartnersOther customized Discussion Boards Activities Information content Board Board Users
  41. 41. RECOMMENDATIONSCustomization• 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
  42. 42. RECOMMENDATIONSCustomization• 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
  43. 43. RECOMMENDATIONS• Increase AwarenessHow 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
  44. 44. 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
  45. 45. ACTION PLAN Step by step, to win the game ! Step 1. Rearrange the content Step 2. Increase the AwarenessStep 3. Increase Customized Components Step 4. Community Building
  46. 46. Questions and Comments are Welcomed.

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