3. Enterprises Demands
• My company owns products/services and brands
"I want to know what customers and society think about our
products and brands"
• Purposes:
– To assess effectiveness of marketing/advertising
campaigns
– To eliminate communication crises before they spread
out
– Measure customer satisfaction of customers and
potential customers with products and customer
services
Page 3
4. Why don't I just use Google?
Google & Search Engines Online Monitoring
General information Specialized and specific information on opinions
Duplicated items: multiple sites post the Can filter for uniqueness of information
same information from a single source
Can only access information where site Can crawl contents deep inside by using API and direct data
owners allow Google to index, usually public mining
Manual: a watcher must manually and Automatic: when a bad news is posted, an email is
periodically monitor what's going on using automatically sent to the brand manager within 30 minutes.
Google This is to prevent the bad news from spreading
Manually process from data collection to Automate data collection and preliminary reporting
analysis
Vietnamese slang and teenagers language Better process of Vietnamese slangs and teenagers
processing is limited
No sentiment analysis Sentiment analysis
Google's focus: a tech company, consumer, More of the media side. Business users
not business users
What if Google develops this product?
Google will not develop this product because this is not its focus. Google will not enter Vietnam
because the market is too small.
Page 4
5. Why don't I just use AC Nielsen?
AC Nielsen, TNS and market researchers Online Monitoring
Can't help preventing communication Help with preventing communication crises
crises
Sample surveys Automatically crawl all pages of all defined websites
Customers may respond to a survey Customer express their own opinions
differently from their usual opinion
Customers reactively respond Customers actively share
What if Nielsen develops this product?
Market researchers can't because they don't have the technology base
Complementary relationship between market researchers and online monitors
Page 5
6. What are other options for this need?
• Press clipping
– Hire people to read paper news
– These people cut out the articles they find related to us
Know exactly what Only newspapers,
the article says no forums and
social networks
Information may be
missed
Manual
Page 6
7. How much should we care?
• 31 million Internet users (VNNIC)
• 98% read news online
• 7 million on Zing.vn
Vietnamese • 2 million on Facebook (even though Should
it is difficult to access)
netizens • 96% join some kind of forum and care
social network (Nielsen)
• 79% like or follow brands and
celebrities online (Nielsen)
• 100,000 conversations created daily
online
• 58% believe what they find online
(Nielsen) Need to
Contents • 81% use online community as for
shopping decision making (Nielsen) monitor
• Online communities influence
shopping behaviors and customer
production authorities
Page 7
8. Examples
FPT Borat
Bugs in Rat in
Mead Highlands
Johnson milk cake
Vinamilk
turns sour
Milk infected Soy sauce
by Melamine infected by
3-MCPD
Instant
noodles with Kangaroo
additives water filter
Page 8
9. How they do it
Online news
• Process information automatically
• Find keywords
Forums Crawl • Filter information according to
periodically Process requests
Social networks
• Automatic
• Detect positive/negative
information
Preliminary
• Identify influencers
reports
• Upon requests
• Some manual efforts
Detailed • Industry reports
reports
Page 9
10. Success model
• Radian6 was acquired by Salesforce at $340m
– Salesforce.com (ticker CRM) is global #1 online CRM. Market cap
$20b, P/E 446
– Customers: Dell, General Electrics, Kodak, UPS
– Analyze hudreds of millions conversations from Facebook, Twitter,
YouTube, LinkedIn, blogs, online communities
– Standard pricing $600/month
• Dialogix
– Australian
– Pricing from AUD149 to AUD1950/month
– More local, more expensive
• Brandtology acquired by Media Monitors, Scout Labs
acquired by Lithium Technologies Page 10
13. Technological barrier to entry
• Two issues the tech should solve
– Vietnamese processing
– Train the system to understand different websites
• Knowledge-related issues
– Industry reports must be suitable for experts in those industries (marketing,
finance…)
– Need expert knowledge
• When complete technology
– Can scale almost unlimitedly
– Add new sites rapidly
– Fix basic costs (servers + team)
– Can monetize
Page 13
15. Business Model in Vietnam
Sell monthly accounts
Monitor competitors when requested
Sell industry reports
Sell customized reports
Crisis management solution
Page 15
16. Market Size
Our
estimation
By 2013
$50
million
Page 16
17. Would these entities be willing to spend ~ $1000 per month
to track what people are saying about them online?
Page 17
