Michelin ADS Presentation Deck June 2012. KEY POINTS Project scope Aid documents Milestones Michelin Brasil and Razorfish contacts.

MichelinADS Presentation Deck

June 2012

KEY POINTS

• Project scope

• Aid documents

• Milestones

• Michelin Brasil and Razorfish contacts

PROJECT SCOPE

PROJECT SCOPE

MICHELIN BRASIL WEBSITE – BASE FOR MICHELIN ADSMichelin Brasil Website was deployed on November 1st 2011 by Razorfish and takes place as one of the greatest Tyres Website in the Brazilian market.

To share this expertise and successful case with some strategic sites in Latin America, Michelin Brasil and Razorfish are working on a new website for each country listed below:• Colombia• Chile• Venezuela• CAC (Central America and Caribe)• Argentina

These websites will have the same information architecture, layout and IT specs as Michelin Brasil. But all current information regarding products, dealers and tyre selector must reflect the business specification according to each country.

Therefore this presentation deck will guide you through some creative, technical and documentation process leading to the planned and organized launch for each website.

Thank you for your time and don’t hesitate to contact Michelin Brasil or Razorfish anytime to help you on the process.

Flavia Vianna (Michelin Brasil)Rames Fernandes (Razorfish)

PROJECT SCOPE – CREATIVE

MICHELIN ADS WEBSITES

For each Michelin ADS website we are considering just one highlight as you may see in the image on the left (NOVO PNEU MICHELIN ENERGY XM2). To get this initiative working for you we need to receive a detailed brief including the call to action message and related assets. If you don’t have these materials we shall use a generic highlight as the image below:

All the creative layout and images used on the ADS website obeys Michelin guidelines policies and had been approved locally at Michelin Brasil.

It is not possible to change any graphical elements in the actual Michelin Brasil Website except the highlight mentioned above. You may see the highlight visiting michelin.com.br

PROJECT SCOPE – TECHNOLOGY

MICHELIN ADS WEBSITES

The infrastructure running Michelin Brasil is ready to accommodate your local website.

We are working with the follow specs to attend all 6 websites, including Brasil:• Red Hat Linux• 16 CPU Cores• 2 300GB Hard Drive (RAID1 – Partioned)• 16GB RAM• 2MB Bandwidth

All server administration is made by Razorfish so you don’t need to worry about latency, scalability and SLA. All this information had been previously agreed with Michelin Brasil.

Michelin ADS and Brasil run the Magnolia Enterprise Edition Profession CMS (Content Management Server). The current content maintenance is made by Razorfish including products, dealers and tyre selector updates.

The scope for Michelin ADS doesn’t include the static or dynamic contents maintenance. The scope covers the project management and its deployment. For further assistance on updates please reach Michelin Brasil.

AID DOCUMENTS

AID DOCUMENTS

DOCUMENTS NEEDED TO DEPLOY YOUR WEBSITE

We created some documents to help you give us the information we need to deploy your new website. First of all please take note to this URL:• http://razorfish.net.br/michelin/ads/

At this address you will find 5 `site folders` (0[9]_[Country Name]-material) containing 3 documents:• dynamic-data-michelin-[Country Name]_v01_rf.xslx• glossary-michelin-[Country Name]_v01_rf.xslx• static-content-michelin-[Country Name]_v01_rf.xslx

Let’s take as example the country Colombia. You should access the URL:• http://razorfish.net.br/michelin/ads/

Then you choose the folder:• 01_colombia-material (at http://razorfish.net.br/michelin/ads/01_colombia-material/)

And then you will find 3 documents:• dynamic-data-michelin-colombia_v01_rf.xslx (at http://razorfish.net.br/michelin/ads/01_colombia-material/dynamic-data-michelin-colombia_v01_rf.xlsx)• glossary-michelin-colombia_v01_rf.xslx (at http://razorfish.net.br/michelin/ads/01_colombia-material/glossary-michelin-colombia_v01_rf.xlsx)• static-content-michelin-colombia_v01_rf.xslx (at http://razorfish.net.br/michelin/ads/01_colombia-material/static-content-michelin-colombia_v01_rf.xlsx)

Remember that you need to access the correct content according to your location. Just change the country name Colombia for the one you are located at.

AID DOCUMENTS

DYNAMIC DATA – 01 of 03

As you may realized by now Michelin Website is a dynamic website, therefore we need you to fill in the spreadsheet dynamic-data-michelin-[Country Name] with dynamic data based on the local business database.

You’ll find 7 tabs in this spreadsheet regarding categories, segments, gammas, dimensions, dealers, dealers categories and tyre selector datas. As these datas were built based on a RDBMS (Relational DataBase Management System) and you may find helpful to include your local IT team to help you out filling the related data.

In every single tab you’ll find a column named id corresponding to a unique identifier for each line. Just keep that value unique.

Categories TabIn this tab you’ll need to fill in with the categories according to your local Michelin business.

Segments TabNow we’re going to start making some relationships. Each segment name must be related to one type of category in column category_id. Columns name and description must be filled in with the local assessment on each segment as well.

Gammas TabBy now you should be familiar with relationships, so you must link each gamma with a unique id number provided by the segment tab. To do so please complete the column segment_id according to an unique id at segments tab. • The column short_desc refers to a short description that appears on the product catalog (http://michelin.com.br/tudo-sobre-carros/escolha-pneu/Passeio.html)

» Continues on the next slide

AID DOCUMENTS

DYNAMIC DATA – 02 of 03

Gammas Tab (continuation)• The column header_long_desc contains a description for Meta Tags for each product.• The column text_long_desc contains a product description for each product in the product page (eg http://michelin.com.br/tudo-sobre-carros/pneu/Passeio/Energy-XM2.html)• The column text_long_desc contains the produc details for the product. You may find this information at the above link at the tab ‘Detalhes do Produto’• The column technology contains some tech specs for the product. You may find this information at the above link at the tab ‘Tecnologia’• The column axis contains specific information for OTR and Professional Transports. (eg http://michelin.com.br/transportes-profissionais-otr/tudo-sobre-caminhoes-e-onibus/pneu/Fora-de-Estrada/11-00-R22-XDH-3.html) Just complete this information if the gamma information refers to GC or PL categories

Dimensions TabWe’ll need again to make some relationships in this tab. Each dimension must be related to a gamma. Therefore you need to fill in the column gamma_id with the related gamma listed on gammas tab. In this same tab you need to fill with product_cai, name, width, series, rim, load_index and speed_index.

Dealers TabIn this tab you need to fill in the columns with your dealers data according to dealer_id (your internal id for each dealer), name, address, city, state, zip_code (if applicable) and phone. You must ensure the address is findable at Google Maps by copying the columns address, city and state and pasting it at http://maps.google.com/

» Continues on the next slide

AID DOCUMENTS

DYNAMIC DATA – 03 of 03

Dealers Categories TabAgain with relationships. In this tab you’ll have to relate the dealer_id with category_id. With this relation we will know which dealer works with which category.

Tyre Selector TabOkay, we’re almost done with relationships. In this table you’ll need to fill in the column product_cai according to each product CAI listed on the previous tab dimensions in order to relate one product CAI to each TC version. This relationship is ‘n’ to ‘n’. That means you may have one product CAI for ‘n’ TC versions and one TC version for ‘n’ product CAI. Please contact your IT team if you’re not sure how this works.

AID DOCUMENTS

Glossary

We started by the most complicated part. The next 2 documents don’t require any interaction with your IT team but you may need to get other departments involved.

The glossary spreadsheet is very simple to fill. Better! It’s already filled by our Razorfish translation team and revised by our friends in Colombia.

You’ll find 4 columns: id (unique identifier number), pt-br, es-[Country TLD*] and desc es-[Country TLD*]. The column pt-br exists just to help us at Razorfish to identify the translated content and apply them in your website.

Please revise the column es-[Country TLD*] according to your local language and paint the changed cell background with the default yellow in Microsoft Excel. It will help us to seek for the changed content and apply it correctly. Cells with no yellow background will be ignored so please follow this instruction carefully.

The column desc es-[Country TLD*] should be filled just in case you need to clarify any term. It’s not mandatory.

Ok. You are done with this one.

* TLD: Top Level Domain is one of the domains at the highest level in the hierarchical Domain Name System of the Internet. Eg: br, co, cl, ve, ar.

AID DOCUMENTS

Static Content

The biggest spreadsheet. Prepare your colleagues to help you in this one as we’re talking about the entire static content for your new Michelin Website.

This spreadsheet contains 15 tabs and follows the same structure. I’ll explain just one of them and you’ll follow the same instructions as explained in the previous slide about content revision, ok? “… paint the changed cell background with the default yellow in Microsoft Excel. It will help us to seek for the changed content and apply it correctly. Cells with no yellow background will be ignored so please follow this instruction carefully… ”

First of all you may find useful some PPT we prepared to guide you through this content revision. Take a time to download a complete PPT pack available at:• http://razorfish.net.br/michelin/ads/support-assets/static-content-michelin_v01_rf.ppt.zip

You can download each PPT separately. Just go to the below URL and choose whatever PPT you need:• http://razorfish.net.br/michelin/ads/support-assets/

Tabs columnsAll tabs follows the same structure: id (unique identifier number), desc, url, ppt page, ppt title, item name, pt-br and es-[Country TLD]

You already know what to do with the column id. So let’s go to to the others. Columns desc, url, ppt page, ppt title, item name and pt-br don’t need to be revised ; -)They just exist to help you find useful information at Michelin Brasil Website and also on the assets PPT. By these columns you can check each part of the website and know exactly what you’re dealing with.

So you’ll need to revise only the column es-[Country TLD]. As well as the glossary spreadsheet, all information is already translated and revised by Colombia Michelin Team. So if you need to change any information please paint the changed cell background with the default yellow in Microsoft Excel. That’s it.

MILESTONES

MILESTONES

MAIN DATES FOR ADS WEBSITES DEPLOYMENT AND ROLL OUT

We already planned the timeline for each ADS Website Roll Out and I’d like to share with you the main milestones for each site to gain commitment for all stakeholders.

If you have any questions regarding these dates feel free to contact Michelin Brasil Team.

Chile

Deck presentation 06/06/2012

Content revision 06/06/2012 05/07/2012 30

Development 06/07/2012 09/08/2012 35

QA 10/08/2012 23/08/2012 14

Adjusts 24/08/2012 30/08/2012 7

Approval 31/08/2012 04/09/2012 5

Roll out 05/09/2012 05/09/2012 1

Venezuela

Deck presentation 6/06/2012

Content revision 19/06/2012 17/07/2012 42

Development 18/07/2012 16/08/2012 30

QA 17/08/2012 30/08/2012 14

Adjusts 31/08/2012 06/09/2012 7

Approval 07/09/2012 11/09/2012 5

Roll out 12/09/2012 12/09/2012 1

CAC

Deck presentation 6/06/2012 52

Content revision 27/06/2012 27/07/2012 31

Development 26/07/2012 12/09/2012 49

QA 12/09/2012 26/09/2012 15

Adjusts 26/09/2012 03/10/2012 8

Approval 03/10/2012 08/10/2012 6

Roll out 09/10/2012 09/10/2012 1

Argentina

Deck presentation 06/06/2012

Content revision 06/07/2012 03/08/2012 59

Development 06/08/2012 19/09/2012 45

QA 19/09/2012 03/10/2012 15

Adjusts 03/10/2012 10/10/2012 8

Approval 10/10/2012 15/10/2012 6

Roll out 16/10/2012 16/10/2012 1

BRASIL SUPPORT CONTACTS

BRASIL SUPPORT CONTACTS

MICHELIN BRASIL AND RAZORFISH CONTACTS

If you have any questions on this document, feel free to contact both Michelin Brasil Team or Razorfish. We are ready to assist you filling, revising and editing any documents you may have difficulties with.

Michelin Brasil• Flavia Vianna (Michelin South America)• +55 21 3621-4151• +55 21 9411-5452• [email protected]

Razorfish• Rames Fernandes (Sr. Project Manager)• +55 11 4949-1907• +55 11 9169-8851• [email protected]

• Thaisa Schnekenberg (Account Director)• +55 11 4949-1904• +55 11 7186-0169• [email protected]

Obrigado!Rames FernandesSr. Project Manager +55 (11) 9169-8851 [email protected]