Digital dealer aaol presentation aaisp

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Consumers Own The Dealership Of Tomorrow, Today; So … Get To Know Your New Boss! Monetizing social networking is the challenge of the day and this session will feature new technologies and consumer-centric solutions to put your customers to work for you. Presented by Philip Zelinger President & CEO of

Transcript of Digital dealer aaol presentation aaisp

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Consumers Own The Dealership Of Tomorrow, Today; So … Get To Know Your New Boss!

Monetizing social networking is the challenge of the day and this session will feature new technologies and consumer-centric solutions

to put your customers to work for you.

Presented by

Philip Zelinger

President & CEO of

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• Learn What Was, What Is & What Will Be in Social Media!

• Discuss Social networking and blogging vs. digital marketing to maximize S.E.O. and W.O.M.O.

• Understand the differences offered by existing social networking communities and how to maximize your R.O.I.

• Review new technologies and applications to monetize social media with verifiable R.O.I.

WHAT TO EXPECT IN THIS SEMINAR!

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• The Internet replaced the Dealer as the information resource BUT human nature survived and social media puts people in the process

• Search engines love RELEVANCY because their customers do

• Technology drives industry - consumers seek the path of least resistance to achieve “transparency” in a market driven process

• Make friends – not customers – with S.E.O & W.O.M.O.

• Reputation management + online community referrals

WHAT CHANGED - WHY - AND WHAT TO DO ABOUT IT!

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• TWITTER AND TOOLS – Similar to “text messaging”

• Diaries: #1 Face Book #2 MySpace #3 Bebo

• Professional: LinkedIn, Naymz, Plaxo

• General: Bebo, Friendster, hi5, Orkut, PerfSpot, Yahoo!360, Zorpia, Nitblog – look them up!

SOCIAL NETWORKING – BUILDING RELATIONSHIPS

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Twitter Tools• Contact Management, Twitter For Bloggers, Search And Directories, Time

Savers and Productivity, Desktop Software, etc.• Hundreds of tools exist with more on the way. These are some of the best of

the best in each category::

– Contact Management – Tweet Beep – works like Google Alerts; Twubble – creates a “friends graph” to select likely followers

– Plug in Tweets to your Blogs with Twitter Tools and Twitter for Wordpress– Search key words and potential tweets with Twitter Search and Twellow– Save time and increase productivity with Tweet Later and Remember the Milk– Maximize your tweets with URL shorteners like Snip URL and Tiny URL– Manage your account with backup from TweetTake and Qwitter to contact you via email when you

lose a follower

– Track your R.O.I. and links with TweetBurner, TweetStats & twInfluence– Tweet to the Mobile world with Twittelator for iPhones and TwitterBerry– Other great tools: Twitter Digest, Twittad, TwitterIM and Twitturly -think Digg meets

Twitter!

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BLOGGING

• Dealer sites with customer content + Micro- sites to targeted audiences and local SEO/SEM

• Template solutions like WordPress & Ning• Contribute to online publications• Reply to related posts and forums with links• Post to community forums – not only auto• Extend the message into “press releases”

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Facebook and Twitter Making a Major Impact on Purchase Decisions

• Facebook or Twitter are significantly more likely to buy products and services or recommend the brand to a friend.

• Consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebook().

• They’re 79% more likely to recommend their Twitter follows to a friend, and 60% more likely to do it on Facebook

• Social media is a competitive advantage for those that are participating, and a major weakness for those that aren’t.

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Average American Spent 7 hours on Facebook in January

04/18/2023 Nielson Company 8

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44% of Social Sharing on the Web Is Driven by Facebook

04/18/2023 TechCrunch 9

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Facebook Yanks Number 2 Spot From Yahoo

04/18/2023 Compete.Com Report 10

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04/18/2023 Pysychological Science 11

Faking It on Facebook Is Rarer Than Previously Imagined

The findings from a recent research study conducted by the journal Psychological Science, show that instead of “faking it” online, people are much more llikey to reveal their true selves online and not the idealized image of who they want to be.

A largely held assumption (supported by analysis) suggests online profiles are less than truthful when looking at true personalities of the users, and the researchers in this study set out to test that hypothesis. “There has been no research on the most fundamental question about OSN (online social networking sites) profiles,” notes the report. “Do they convey accurate impressions of profile owners?”

The conclusion of the report was very surprising to most. The report states, “These results suggest that people are not using their OSN profiles to promote an idealized virtual identity. Instead, OSNs might be an efficient medium for expressing and communicating real personality, which may help explain their popularity.”

The study focused on both MySpace and Facebook; however, the popular site Read Write Web stated that the “real personality” results were more likely to been seen on Facebook than other social sites.

They pointed out that because it only allows the use of your legal name and due to its long-standing privacy controls, Facebook “provided its users with a sense of safety, security and comfort—they could be themselves—their real selves, flaws and all, without the world watching.”

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04/18/2023 The Harvard Business Review 12

Facebook Boosts Sales and Customer Loyalty

“How much do businesses really influence consumers when they launch pages on the site to attract ‘fans’ and pepper them with messages and offers?”

To gauge the effectiveness of Facebook fan pages, the study used one company’s page to measure the effect on customer behavior.

For the experiment, the researchers partnered with Dessert Gallery (DG), a popular Houston-based bakery and café chain. They first emailed over 13,000 customers from their mailing list to gather store evaluations and information on shopping behavior.

Then they launched the fan page and invited the mailing list to the page. Over the course of three months, the company “updated its page several times a week with pictures of goodies, news about contests and promotions, links to favorable reviews, and introductions to DG employees.”

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04/18/2023 The Harvard Business Review 13

Those who replied to both surveys and had become fans stood out as their best customers.

Here’s the breakdown of the findings of their new fans:•Store visits per month increased after people became fans.

•The new fans generated more positive word of mouth than nonfans.

•They went to DG 20% more often than nonfans.

•Fans gave the store the highest share of their overall dining-out dollars.

•They were the most likely to recommend DG to friends and had the highest average Net Promoter Score—75, compared with 53 for Facebook users who were not fans and 66 for customers not on Facebook.

•DG fans also reported significantly greater emotional attachment to DG—3.4 on a 4-point scale, compared with 3.0 for other customers.

•Fans were the most likely to say they chose DG over other establishments whenever possible.

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Online word of mouth - conceptual framework

Research has shown that a small group of people can have a substantial influence on the majority. The same is true in online communities.

The highly influential posters, whom Krishnamurthi and his colleagues call “mavens,” tend to have an especially intense interest in the brand, either positive or negative. Because of this intense interest, they are more likely to advocate a strong opinion, which has a much bigger influence on potential purchasers than does the opinion of the average user.

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One in Five People Use Twitter

Nearly one in five (19%) online Americans now uses Twitter or a similar service to post and share updates about themselves, or to see updates about others, according to the latest survey data from the Pew Internet & American Life Project.

This figure represents a significant increase over previous surveys that reported on Twitter use. Research in in December 2008 and April 2009 from Pew found that only 11% of internet users preported using a status- update service, while a similar study by Harris Interactive in March/April of 2009 found that number to be even lower, at 5%.

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Do’s and Don’ts of Social Media Marketing for Car Dealers

Social media marketing (SMM) may appear like child’s play, so easy that a typical Internet Sales Manager should be able to handle it.

Create a bunch of social network and blog website accounts and profiles, Post a few blogs, then Digg a little, Stumble upon a bit and you are set, right?

Wrong! That is the exact attitude that can kill your automotive social media campaigns before you even begin to take action or create your first few social media profiles.

Approaching social media marketing and the social web in general with a complacent or lackadaisical attitude definitely won’t help your dealership get anything useful out of it. Social media, as much ‘fun’ as it is, is not without general principles, guidelines and rules.

Successful social media marketing for car dealers is possible only if the resources assigned to execute, pro or novice, are willing to do the work and invest the necessary TIME... Again, invest the TIME REQUIRED TO DO IT RIGHT... And your people need to follow the following rules. So, read on and make sure you and your people Do the "Do's" and avoid the "Don'ts".

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Why Your Social Media Strategy is "Failing" How are you measuring its success?

• 1. Dealers are not leveraging their social assets properly.Social media is user generated content. Join the communities where your customers are, or create your own destinations, and share quality content.

• Most dealerships are not geared to be content producers, so they do what comes

easy, sharing inventory and sale information. This is bad, it's akin to SPAM. • You MUST create content that customers want and need. Your success in social

media is directly proportionate to your ability to create good content. If people aren't engaging you on social media sites, its because your content doesn't cut it.

• Hint: Fixed Operations is your greatest opportunity to engage customers in the social web.

04/18/2023by Jared Hamilton, CEO and Founder,

DrivingSales.com17

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Dealers are looking for ROI in the wrong places.

• Dealers simply look at leads generated directly from Facebook or Twitter. Lead Generation is not the primary benefit of social media, look elsewhere if you want to make your efforts pay off on paper quickly.

• Rather than looking at social media ONLY as a direct lead generator, look

at its traffic value to your other properties.

• Use tracking URLs and analytics to see which how much traffic you are generating from your social activities. This will also help you learn which content resonates well with your audience.

• Let your website be the lead generating machine.

04/18/2023by Jared Hamilton, CEO and Founder,

DrivingSales.com18

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Dealers are looking for ROI in the wrong places.

• Use social media to stay in touch with customers & move them down the funnel.

• Use social media sites to help you dominate the search engines by getting your profiles, blogs and ratings to rank well.

• Use advanced SEO tools to track the value of the links you use in social media back to your sites. Links on the web are like votes, and when used properly, they can help “vote” your website to the top of the search rankings.

• Use social media to connect with and create loyal customers. Educate them on how to get the most out of their vehicles or connect with enthusiasts.

• Make your dealership a hub for their experience with their car.

04/18/2023by Jared Hamilton, CEO and Founder,

DrivingSales.com19

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Dealers are looking for ROI in the wrong places.

• To judge your effectiveness, watch your friend/follower numbers and match them to how many actually return for service based on your CRM system.

• Watch who shares your content with their followers and learn who your most influential customers are. Then, cater to these people and make it easy for them to share.

• The social web is amazing. It mirrors the real world on the computer screen. Think of how you would act at a social event, representing your dealership, and act that way online.

04/18/2023by Jared Hamilton, CEO and Founder,

DrivingSales.com20

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MONETIZING SOCIAL NETWORKING

• Time is money – staff, facilities, utilities, software, etc…. costs money and impact R.O.I.

• Technology and processes provide efficiencies to improve R.O.I.

• Leveraged resources are the solution to maximizing R.O.I.

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04/18/2023 Ronsmap Video 23

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04/18/2023 DealerMouth Video 57

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Crash through the glass wall and make a friend in order to make a sale!

How?Customer Interaction Platforms That Answer Customer’s Questions Before They Ask Any! AutoTransaXion – DealerWebsitePlus

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Engage, Interact and Sell…

The Solution…(Argistics)

What’s In It?...

• Live Video Chat for “face to face” engagement and Interaction

• DMS Integration on the fly inventory look up

• CRM Integration for lead collection and tracking

• Flash/Streaming Video

• Appointment Setting

• Push/Pull Desking Tools

• Credit Application

• Trade Valuation

• Buyers Order

• Payment Options

• Other forms and Documents

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Click to Connect

Engage, Interact and Sell…

Chat Engagement Buttons

Web Page

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Engage, Interact and Sell…

Initial Customer Engagement

• Opening Form Set

• Customizable• CRM Feed• Saved Data

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Initial Customer Engagement

Engage, Interact and Sell…

• Customizable Welcome Message

• Any Opening Video Message• Educate• Entertain• Engage

Connection Wait Screen

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Connected Engagement

Engage, Interact and Sell…

Buyers Interface

Video, audio and text chat interaction

Customizable opening content

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Connected Engagement

Engage, Interact and Sell…

Dealer/Agent Interface

Video, audio and text chat interaction

Application Controls

Control Preview

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Engage, Interact and Sell…

Customer Interface(DMS Integration / Trade Information)

DMS Integration Fields

DMS Pics and Movies• Change on the fly• Associate by VIN / Stock #

Buyers Trade In information• Customizable fields• Uploadable pics/movies

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Engage, Interact and Sell…

Dealer/Agent Interface(DMS Integration / Trade Info)

DMS Lookup and Preview

Buyers Trade Info Review

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Engage, Interact and Sell…

Appointment Setting Dealer / Agent Customer

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Engage, Interact and Sell…

Web Content Sharing(Linked)

Dealer/Agent Interface Buyer/Customer Interface

New Window

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Videos on the Fly

Engage, Interact and Sell…

Dealer/Agent Interface Buyer/Customer Interface

• OEM New Vehicles• CPO• Dealer Message• Local Commercial• Internet Message

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Document and File Sharing(Non web based documents and files)

Engage, Interact and Sell…

Share Saved Documents and Files• PDF Files• Word Documents• Excel Files• F&I Forms• Title Documents• And More…

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04/18/2023 Engage, Interact and Sell…

AutoTransaXion Kiosk Placed in Off Site

Showrooms and High Traffic Areas…Malls, Events, Membership

Warehouses, etc.

Your website and engagement link on The Kiosk

Immediate Engagement and Information sharing.Transparency!

Customers engage with the dealership about the vehicles instantly through live video chat!

Internet / BDC Team can set appointments, take credit apps and more for customers,

bringing real value to your marketing dollars!

No Email, No Phone, No Onsite Resources!

AutoTransaXion Kiosk Customer Engagement Program

1 2

3

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04/18/2023 Engage, Interact and Sell…

AutoTransaXion Kiosk Program for Dealer Group Cross Branding

ABC Motors

Internet Department

Domestic Brand

ABC Motors Internet Department

Import BrandABC Motors

BDC

Keep uncommitted buyers in the group by scheduling them

for appointments across brands

Give sales people incentives to schedule customers at other brands within the

group

Build Group Brand Strength by continuing on line customer

engagement in the “brick and mortar”

In Store AutoTransaXion Kiosk

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Engage, Interact and Sell…

AutoTransaXion Outsourced BDC Program

Put Together All Pieces of The Sales Process

Virtual Showroom / Website

Web Lead to Customer

Outsourced BDC

• Website lead

• CRM / DMS Integration

• Customer Info collected

• 24/7, 365 Showroom

BDC answers “Chat” lead as a phone up

Freeing up sales team

• BDC sets appointments

• BDC sells vehicle using AutoTransaXion desking tools

• Higher conversion / Immediate ROI

• Customer drops off trade and picks up new purchase

AutoTransaXion OBDC seamlessly integrates with your internal processes

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Multiple Language SupportOur Live Chat Software supports Multiple Languages allowing your site visitors to communicate with your support operators in the language of their choice. We currently provide support for the following 14 languages:English, German, Spanish, French, Italian, Portuguese, Russian, Greek, Dutch, Swedish, Japanese, Chinese, Korean, Arabic

Auto Website Plus is totally

Customizable!

Dealers Logos, Chat Request

Icons, Proactively Greet Each

Customer and Custom Text

Messaging!

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3rd party tracking, add as many 3rd party lead providers and pay per click Google, Yahoo, Auto Trader, Cars etc.

Tracks all incoming traffic from 3rd party lead providers!

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Weekly and Monthly recap

With comparison of previous months activity!

# of visits, # of chats, % of

Improvement!

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Customer Chat Interface Dealer panel shows all Visitor Detail, # of visits, complete chat histories, call back requests, pages viewed.

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Social Networking With You Tube

• Internet shoppers use search engines to facilitate their shopping seeking relevancy

• Relevancy requires transparency• Transparency requires efficient delivery of the

requested information – VIDEO RULES!• You Tube has a growing audience of online

shoppers that is only rivaled by Google

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Why Video?

**** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 310.01.2009

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04/18/2023 SiSTeR Technologies Video CarLot 84

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I ndex

Why Video? • Consumers prefer video.• Video increases performance.

What is Video Car Lot? • Top quality Video and Voice.

• Viewer experience that generates leads.

• Distribution to 3rd Party Sites.

• Video Search Engine Optimization vSEO that works.• Reports that bring value.

Competitive Analysis• What should you look for ?

• Comparison of Price and Functionality

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 2

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The effect of video.

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 4

• 59% of online consumers surveyed watch online video ads.

• 45% of consumers took action in response to a video ad

• 15% of consumers actually made a purchase after watching video.

http://www.marketingcharts.com/?attachment_id=482

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Video attracts car buyers.

Cars.com says … • 41% of online users viewed video before visiting the Dealership.

• 63% of consumers who watched video reported that it influenced their decision to visit the dealership.

Autotrader.com says…• 20% more clicks to the details page of listing with video .

• 15% more clicks to the printable vehicle details.

• 15% more email leads.

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 5

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Video increase traffic.

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION ****6

A Listing with video is 430 times more likely to appear on in search results.

1st page placement• Listings with video often appear in top

position on Google’s search results.

• Not only do video listings rank higher, but a thumbnail will often appear.

I ncreased SEO• Direct link to Dealer’s web site on

Google’s Video Site Map.

• Links to dealer’s web site on YouTube increases traffic and site’s ranking.

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Top quality video

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 9

TrueVoice (only from SiSTeR)

• Real Human voice - because buyers prefer human voice…

• 45 seconds of feature benefit description - because buyers dislike corners cutting.

• Variable music because consumers know that not all cars are the same.

High Quality video• 16:9 wide screen, large video format –

why pay for less?

• Full motion video inserts (VidBrid) –why pay for just “stitching pictures” ?

• Customized infomercial (Wrappers) –differentiation that drives sales !

http://www.videocarlot.tv/vcl/sisterDemoVid/2005BMW.html

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I ntegration that sells ..

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 10

Contact form embedded inside the player (VidLead)

Easy integration of the 3DF player with any web site.

Picture player included.

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Distribution that works (ATC)

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 11

Dealers get the highest ROI possible!

Custom built API system with Autotrader.Com – clips are posted instantly.

The 3DF player is integrated inside ATC watch pages.

Superior response time, play back quality and functionality.

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Distribution that works (2)

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 12

Cars.com• Direct data feed to Cars’ back end.

• Proprietary playback popup window includes vehicle information.

• 16:9 wide screen high resolution video format.

Wide screen HD like format presents your product in the best way!

eBay motors and others• Built in, wide screen, large format

player that wows the user.

• Simple integration using the 3DF SDK available free of charge.

A very simple integration! (in 1 hour or less..)

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vSEO through You Tube.

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION ****14

You Tube..• With 85 million unique visitors (1/2 of

Google) You Tube is the 2nd largest site .

• Clips uploaded the You Tube increase traffic and dealer’s web site ranking.

PUSH-Tube process.• A dedicated, customized channel

containing the Dealer’s information.

• Special format of the video uploaded.

• Geo grid and rotating target cities.

• Tags and keywords optimized for YouTube and Google index.

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vSEO through Google.

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 15

VidMap (Alpha)

• A special version of video site map XML file according to Google’s specifications.

• A special player.

• Direct links to dealer’s web site

• “Contact Me” and lead forms published on Google’s watch page.

PUSH-Tube AND VidMap = Best vSEO Practice !

Only from SiSTeR ….

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How to choose a video product…

Real video• A must for distribution to Autotrader.com, YouTube & Google Video• MP4 is supported by all platforms and iPhone. • Flash slide show is not video.

Human voice• Text To Speech is bad for your business…• Human voice is the most effective way to communicate.

Quality • 4:3 is “old news” – chose a wide screen (16:9) HD like format.• Full motion video vs. “just pictures stitching”• Customized wrappers, adjusted music, built in lead form.

Vendor overall • Infrastructure (scalability, redundancy)

• Experience, resources and dedication.

10.01.2009 **** SiSTeR- Technology. CONFIDENTIAL INFORMATION **** 19

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