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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
Why dont I just use Google?Google & Search Engines Online MonitoringGeneral information Specialized and specific information on opinionsDuplicated items: multiple sites post the Can filter for uniqueness of informationsame information from a single sourceCan only access information where site Can crawl contents deep inside by using API and direct dataowners allow Google to index, usually public miningManual: a watcher must manually and Automatic: when a bad news is posted, an email isperiodically monitor whats going on using automatically sent to the brand manager within 30 minutes.Google This is to prevent the bad news from spreadingManually process from data collection to Automate data collection and preliminary reportinganalysisVietnamese slang and teenagers language Better process of Vietnamese slangs and teenagersprocessing is limitedNo sentiment analysis Sentiment analysisGoogles focus: a tech company, consumer, More of the media side. Business usersnot business usersWhat if Google develops this product?Google will not develop this product because this is not its focus. Google will not enter Vietnambecause the market is too small. Page 4
Why dont I just use AC Nielsen?AC Nielsen, TNS and market researchers Online MonitoringCant help preventing communication Help with preventing communication crisescrisesSample surveys Automatically crawl all pages of all defined websitesCustomers may respond to a survey Customer express their own opinionsdifferently from their usual opinionCustomers reactively respond Customers actively share What if Nielsen develops this product? Market researchers cant because they dont have the technology base Complementary relationship between market researchers and online monitors Page 5
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
How much should we care? • 31 million Internet users (VNNIC) • 98% read news online • 7 million on Zing.vnVietnamese • 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
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
How they do itOnline news • Process information automatically • Find keywordsForums Crawl • Filter information according to periodically Process requestsSocial networks • Automatic • Detect positive/negative information Preliminary • Identify influencers reports • Upon requests • Some manual efforts Detailed • Industry reports reports Page 9
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
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