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Online Monitoring in Vietnam

  They're talking about you NOW

              Tai Tran
             July 2011

                                  Page 1
1. What is Online Monitoring?


                                Page 2
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 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
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
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.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
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 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
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
Radian6 screenshots




                      Page 11
2. Technological barrier to entry


                                    Page 12
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
3. Business Model


                    Page 14
Business Model in Vietnam

    Sell monthly accounts

      Monitor competitors when requested

       Sell industry reports

      Sell customized reports

    Crisis management solution
                                    Page 15
Market Size

                            Our
                        estimation

   By 2013
               $50
              million

                               Page 16
Would these entities be willing to spend ~ $1000 per month
to track what people are saying about them online?




                                                      Page 17
Liquidity options
                    Industry
                     player




                               Page 18
Tai Tran
1.   Blog http://taitran.vn
2.   LinkedIn http://www.linkedin.com/in/taitran
3.   Facebook http://www.facebook.com/taitran
4.   LinkHay Money http://www.linkhay.com/tien
5.   Google+ http://gplus.to/taitran




                                                   Page 19

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Online Monitoring in Vietnam

  • 1. Online Monitoring in Vietnam They're talking about you NOW Tai Tran July 2011 Page 1
  • 2. 1. What is Online Monitoring? Page 2
  • 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
  • 12. 2. Technological barrier to entry Page 12
  • 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
  • 14. 3. Business Model Page 14
  • 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
  • 18. Liquidity options Industry player Page 18
  • 19. Tai Tran 1. Blog http://taitran.vn 2. LinkedIn http://www.linkedin.com/in/taitran 3. Facebook http://www.facebook.com/taitran 4. LinkHay Money http://www.linkhay.com/tien 5. Google+ http://gplus.to/taitran Page 19