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词条 BeingGirl
释义

  1. History

  2. Features

  3. Marketing agreements

  4. Reception

  5. References

{{Use mdy dates|date=April 2012}}{{Infobox website
|name = BeingGirl
|logo =
|logocaption =
|screenshot =
|collapsible =
|collapsetext =
|caption = Screenshot of Beinggirl.com taken on 17 March 2013
|url = {{url|beinggirl.com}}{{cite book|author=Robert L. Dilenschneider|title=The AMA Handbook of Public Relations|url=https://books.google.com/books?id=03GGtECvfI8C&pg=PA19|accessdate=24 January 2013|date=17 February 2010|publisher=AMACOM Div American Mgmt Assn|isbn=978-0-8144-1525-2|page=19}}
|commercial = Yes
|type = Inbound marketing, Self care
|registration = Optional
|content license =
|owner = Procter & Gamble
|launch date = {{Start date and age|2000|07}}[1]
|alexa =
|revenue =
|current status = Offline
|footnotes =
}}BeingGirl is a "kid-friendly"[2] web site targeted at adolescent girls[3][4] created in 2000 by consumer goods company Procter & Gamble (P&G).[5]

It provides information and advice. It is also a marketing tool.

History

The site was created in 2000,[6] with P&G including content provided by experts.[6] Its development was led by the company's Tampax brand[8][7] and feminine care group.[8] Forums were later added, in order to build interest. This enables girls to discuss things with each other, facilitating more subtle and effective marketing by the company.[6] Company representatives "play an active role" in this user-generated content.[9]

{{As of|2006}}, the website was available in 25 countries.[13] Its content editor in 2005 was author Marcia Byalick.[10]

Features

The site provides information and expert advice on topical self care issues such as menstruation, eating disorders, acne and dating,[11] by taking a "big-sister approach".[12] Features such as self-discovery quizzes are also included.[13] It also advertises some of the company's products[14][12] and has offered free samples from Always and Tampax.[15] The information is provided using "cool teenage-girl vocabulary".[16]

In addition to offering advice, the site gathers information from questions asked anonymously by visitors. This is used for inbound internet marketing of its products, being judged by co-author of social technologies book Groundswell, Josh Bernoff, as being four times as cost-effective as advertising.[17][18] The site facilitates data collection and market testing.[19][20] Sociologist Adam Arvidsson, writing in 2006, analysed the site's premise as being that "engagement in community-like interaction will generate emotional and experiential ties" in consumers. They will consequently relate positively to the brand, which will raise the brand's equity.[13]

Marketing agreements

The authors and publishers of 2006 novel Cathy's Book agreed with P&G to include references to the CoverGirl makeup line in exchange for promoting the book on BeingGirl.[3][21][22] No monetary payment was involved.[23] The references were deleted in the novel's paperback edition.[21] Also in 2006, Sony BMG partnered with P&G to feature its artists on the site.[24] David G. Knox, a teenage market specialist in P&G's beauty division said that they approached Sony in order for teens to associate their brands with stars such as singer-songwriter Teddy Geiger.[24]

Reception

{{Quote box
|quote = It's a safe place where they can go for information about changes they are experiencing but are too embarrassed to discuss.
|source = Velvet Gogol Bennett, P&G's North America feminine care external relations manager ({{nowrap|January 2011}})[25]
|width = 30%
|align = right
|qalign = right
|quoted = 1
}}

The Taiwan site attracted 6000 registered members in the three months since launch in 2002.[26] {{As of|2010}}, it was receiving in excess of {{nowrap|2 million}} hits worldwide per month.[27] Its "successful engagement of teen girls" has been largely attributed to the company "stay[ing] in the background".[28] Its Indian site was launched in 2006, which Nikhil Pahwa on the contentsutra blog observed to "lack the freedom of a social networking space", such as Hindustan Unilever's Sunsilk Gang of Girls.[29] Writing in 2006, Sheth and Sisodia noted that the open discussion (in real life) by teenage girls of feminine hygiene products may be difficult in some countries.[16]

In 2011, the charity Mothers' Union criticised the site for being "clearly a marketing tool" and Rebecca Morgan of the London Feminist Network linked references to hair removal and erotic underwear with the sexualisation of childhood.[30] Research fellow at the University of York, Dr Merran Toerien, criticised the site's attitude in advertising to such a young age group.[30]

Some reviewers evaluated the health content as being "useful and well presented", although concern was expressed about the number of product mentions.[18] Some of the weight-loss tips were seen by some as "enabling eating-disorder behavior".[18]

A P&G spokeswoman said that the site's "broader personal wellbeing educational scheme was strongly supported by schools".[30]

{{Clear}}

References

1. ^{{cite news|url=https://www.wired.com/techbiz/media/news/2000/07/37788 |title=Dancing tampons |work=Wired |date=July 26, 2000 |accessdate=March 30, 2012 |deadurl=yes |archiveurl=https://web.archive.org/web/20121108005947/http://www.wired.com/techbiz/media/news/2000/07/37788 |archivedate=November 8, 2012 |df=mdy }}
2. ^{{cite news | url=https://www.theglobeandmail.com/life/cashing-in-on-preteen-puberty/article797684/ | title=Cashing in on preteen puberty |work=Globe and Mail |location=Canada | date=November 13, 2007 | accessdate=March 30, 2012 | author=Pearce, Tralee}}
3. ^1 {{cite news | url=https://www.nytimes.com/2006/06/12/business/media/12book.html | title=Product Placement Deals Make Leap From Film to Books |work=New York Times | date=June 12, 2006 | accessdate=March 29, 2012 | author=Rich, Motoko}}
4. ^{{cite book|author=Sonia Baelo-Allué|title=Bret Easton Ellis's Controversial Fiction: Writing Between High and Low Culture|url=https://books.google.com/books?id=ik5h4WB6McoC&pg=PA104|accessdate=24 January 2013|date=23 June 2011|publisher=Continuum International Publishing Group|isbn=978-1-4411-0791-6|page=104}}
5. ^{{cite web | url=http://www.beinggirl.com/ | title=beinggirl.com | publisher=Procter & Gamble | accessdate=March 29, 2012}}
6. ^1 {{cite web | url=http://blogs.hbr.org/cs/2012/04/five_things_customers_can_do_b.html | title=The Things Customers Can Do Better Than You | publisher=Harvard Business Review | work=HBR Blog | date=April 5, 2012 | accessdate=April 23, 2012 | author=Lee, Bill}}
7. ^{{cite book|url=https://books.google.com/books?id=Ekgox-QMlSMC&pg=PA203|title=Girlhood: Redefining the Limits|author1=Jiwani|first=Yasmin|author2=Steenbergen|first2=Candis|author3=Mitchell|first3=Claudia|publisher=Black Rose Books Ltd.|year=2006|isbn=978-1-55164-276-5|location=|pages=203|author-link=Yasmin Jiwani|accessdate=24 January 2013}}
8. ^{{cite book|author1=Patrick Barwise|author2=Sean Meehan|title=Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation|url=https://books.google.com/books?id=hZNvPBNlhBEC&pg=PA84|accessdate=23 January 2013|date=19 September 2011|publisher=John Wiley & Sons|isbn=978-0-470-97650-0|page=84}}
9. ^{{cite book|author1=Venkatesh Shankar|author2=Gregory S. Carpenter|title=Handbook of Marketing Strategy|url=https://books.google.com/books?id=_qpCxOdBRScC&pg=PA207|accessdate=24 January 2013|date=12 June 2012|publisher=Edward Elgar Publishing|isbn=978-1-84980-098-3|pages=207}}
10. ^{{cite book|author1=Jack Canfield|author2=Mark Victor Hansen|author3=Susan L. Hendrix|title=Chicken Soup for the Soul Healthy Living: Menopause|url=https://books.google.com/books?id=u_Fbs5MHD9UC&pg=PA130|accessdate=23 January 2013|year=2005|publisher=HCI Books|isbn=978-0-7573-0273-2|page=130}}
11. ^{{cite book|author1=Debra W. Haffner|author2=Alyssa Haffner Tartaglione|title=Beyond the Big Talk: A Parent's Guide to Raising Sexually Healthy Teens — From Middle School to High School and Beyond|url=https://books.google.com/books?id=4SQOM0S0acsC&pg=PT205|accessdate=24 January 2013|date=21 July 2009|publisher=HarperCollins|isbn=978-1-55704-866-0|page=205}}
12. ^1 {{cite book|author=Antony Young|title=Profitable Marketing Communications: A Guide to Marketing Return on Investment|url=https://books.google.com/books?id=b1--QVlSoagC&pg=PA89|accessdate=23 January 2013|date=3 March 2007|publisher=Kogan Page Publishers|isbn=978-0-7494-5142-4|page=89}}
13. ^1 {{cite book|author=Adam Arvidsson|title=Brands: Meaning and Value in Media Culture|url=https://books.google.com/books?id=f6vpNtG7PD4C&pg=PA101|accessdate=24 January 2013|year=2006|publisher=Routledge|isbn=978-0-415-34716-7|pages=102}}
14. ^1 {{cite news | url=https://www.nytimes.com/2011/01/13/business/13advice.html | title=As the Web Turns |work=New York Times | date=January 12, 2011 | accessdate=March 29, 2012 | author=Martin, Andrew}}
15. ^{{cite news | url=http://www.imediaconnection.com/article_full.aspx?id=24241 | title=5 rules for marketing in niche social networks | work=iMediaConnection | date=August 31, 2009 | accessdate=March 30, 2012 | author=Nutter, Blaise | deadurl=yes | archiveurl=https://web.archive.org/web/20121006210449/http://www.imediaconnection.com/article_full.aspx?id=24241 | archivedate=October 6, 2012 | df=mdy-all }}
16. ^1 2 {{cite book|author1=Jagdish N. Sheth|author2=Rajendra S. Sisodia|title=Does Marketing Need Reform?: Fresh Perspectives on the Future|url=https://books.google.com/books?id=lE7hKDryeuMC&pg=PA111|accessdate=23 January 2013|year=2006|publisher=M.E. Sharpe|isbn=978-0-7656-1699-9|page=111}}
17. ^{{cite news | url=http://www.pressdemocrat.com/article/20080424/NEWS/804240362 | title=Finding direction as Web 2.0 changes | work=PressDemocrat.com | date=April 24, 2008 | accessdate=March 29, 2012 | author=Halverson, Nathan}}
18. ^1 2 3 {{cite book|author=Dick Martin|title=Secrets of the Marketing Masters: What the Best Marketers Do--And Why It Works|url=https://books.google.com/books?id=IK4ofk6dhIIC&pg=PA151|accessdate=23 January 2013|date=15 May 2009|publisher=AMACOM Div American Mgmt Assn|isbn=978-0-8144-0943-5|page=151}}
19. ^{{cite book|author1=Thomas C. O'Guinn|author2=Chris T. Allen|author3=Richard J. Semenik|title=Advertising and Integrated Brand Promotion|url=https://books.google.com/books?id=IM_Bw9i4MdgC&pg=PA111|accessdate=23 January 2013|date=16 February 2011|publisher=Cengage Learning|isbn=978-0-538-47332-3|page=110}}
20. ^{{cite book|author1=O'Guinn|author2=Allen|author3=Richard J. Semenik|title=Promo|url=https://books.google.com/books?id=osciutyVQBAC&pg=PT76|accessdate=24 January 2013|date=26 June 2010|publisher=Cengage Learning|isbn=978-0-538-47327-9|pages=62}}
21. ^1 {{cite news | url=https://www.nytimes.com/2008/02/19/books/19cathy.html | title=Authors strike deals to squeeze in a few brand names |work=USA Today | date=September 10, 2006 | accessdate=March 30, 2012 | author=Petrecca, Laura}}
22. ^{{cite news | url=http://www.denverpost.com/lifestyles/ci_4327316 | title=Selling a book by its CoverGirl |work=The Denver Post | date=September 13, 2006 | accessdate=March 30, 2012 | author=Deam, Jenny}}
23. ^{{cite book|author1=Ronald V. Bettig|author2=Jeanne Lynn Hall|title=Big Media, Big Money: Cultural Texts and Political Economics|url=https://books.google.com/books?id=WIkDpKiQpfcC&pg=PA208|accessdate=23 January 2013|date=4 May 2012|publisher=Rowman & Littlefield|isbn=978-1-4422-0427-0|page=208}}
24. ^1 {{cite news | url=https://www.nytimes.com/2006/05/09/business/media/09adco.html | title=Trying to Make Teenage Hygiene Hip |work=New York Times | date=May 9, 2006 | accessdate=March 30, 2012 | author=Deutsch, Claudia H.}}
25. ^{{cite news | url=http://www.dmnews.com/marketers-strike-a-balance-between-skeptical-teens-and-their-cautious-parents/article/193154/ | title=Marketers strike a balance between skeptical teens and their cautious parents | work=Direct Marketing News | date=January 1, 2011 | accessdate=March 30, 2012 | author=Palmer, Alex}}
26. ^{{cite news | url=http://www.campaignlive.co.uk/News/EmailThisArticle/139980/CONNECTIONS-Whisper-site-banks-club-appeal | archive-url=https://web.archive.org/web/20120603162226/http://www.campaignlive.co.uk/News/EmailThisArticle/139980/CONNECTIONS-Whisper-site-banks-club-appeal | dead-url=yes | archive-date=June 3, 2012 | title=CONNECTIONS: Whisper site banks on club appeal | work=Campaign | date=February 22, 2002 | accessdate=March 30, 2012 | author=Hille, Alfred | publisher=Haymarket Media Group }}
27. ^{{cite book|author=Dan Hill|title=About Face: The Secrets of Emotionally Effective Advertising|url=https://books.google.com/books?id=UCdvvsZC9isC&pg=PA149|accessdate=23 January 2013|date=3 September 2010|publisher=Kogan Page Publishers|isbn=978-0-7494-5923-9|page=149}}
28. ^{{cite book|author=Gaurav Bhalla|title=Collaboration and Co-Creation: New Platforms for Marketing and Innovation|url=https://books.google.com/books?id=Rw02EWiLZcQC&pg=PA72|accessdate=23 January 2013|date=1 January 2011|publisher=Springer|isbn=978-1-4419-7082-4|page=69}}
29. ^{{cite web | url=http://paidcontent.org/2006/11/20/pg-launches-branded-space-beinggirlcoin/ | title=P&G Launches Branded Space – BeingGirl.co.in | publisher=GigaOM | work=contentsutra | date=November 20, 2006 | accessdate=January 24, 2013 | author=Pahwa, Nikhil}}
30. ^1 2 {{cite web | url=https://www.theguardian.com/money/2011/aug/23/beinggirl-accused-exploiting-teenage-girls | title=BeingGirl website accused of 'exploiting' teenage girls |work=The Guardian | date=August 23, 2011 | accessdate=March 30, 2012 | author=Atherton, Sophie | author2=Smithers, Rebecca}}
{{Procter & Gamble}}

4 : Marketing websites|Health websites|Procter & Gamble|Internet properties established in 2000
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