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P&g global tribing

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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.

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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
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
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.
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.
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?
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.
STRUCTURE OF STUDY PART I PART II Previous Teens Articles Interview Online Online Beinggirl Community Community Framework Analysis Framework Websites Case Analysis 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 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
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 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
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
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”
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”
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.
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
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
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
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
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
RECOMMENDATIONS Current Beinggirl.com Interview Result Recommendations Case Analysis Findings
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
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.
Online Process Unaware Aware Browser User Loyal Refuser Sales
Framework Based Analysis The 8Cs Interest Customization Increased Factor Content Community Decision Influence Communication Factors Convenience Connectivity / Consent Basic Factors Customer Care
RECOMMENDATIONS Content 3 Distinct Segments Community Customization Gain Awareness
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%
RECOMMENDATIONS Content – 2. the strength of each online communities 1. gURL.com: wide range of topics updated every day
RECOMMENDATIONS Content – 2. the strength of each online communities 2. girlsinc.org: inspiring girls, online and off-line activities
RECOMMENDATIONS Content – 2. the strength of each online communities 3. Sunsilkgangofgirls.com: gangs & beauty & GOG TV
RECOMMENDATIONS Content – 2. the strength of each online communities 4. Cyworld.com: customized blogs
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
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
P&g global tribing
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
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.
RECOMMENDATIONS Community • Different community building models gURL Discussion Customized Content Other Content Boards Users Girl space Message Board Other Content Interest Groups
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
RECOMMENDATIONS Community • Different community building models Sunsilkgangofgirls Gangs Other customized Information Content Gangs Gangs Users Users Users
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
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
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
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
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
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
Questions and Comments are Welcomed.

More Related Content

P&g global tribing

  • 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.