Conductor C3 2012

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An inside look at how REI utilized Agile & Content to move it's SEO program forward

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Conductor C3 2012

  1. 1. AN INSIDE LOOKJORDAN LEBARON, MANAGER, INTERNET MARKETING
  2. 2. WHAT IS REI?
  3. 3. WHAT IS REI?
  4. 4. Inspire, educate and outfit for a lifetime of outdoor adventure and stewardship
  5. 5. 303 Lafayette Street
  6. 6. OUR CHALLENGE
  7. 7. We faced changingLANDSCAPES http://www.flickr.com/photos/uconnlibrariesmagic/4733265143/in/photostream/ http://www.flickr.com/photos/cabbit/4405135791/
  8. 8. We lackedVISIBILITY http://www.flickr.com/photos/cabbit/4405135791/
  9. 9. SEO ≠“STORE ENTERED ORDERS”
  10. 10. Too busy avoidingHiPPOS http://www.flickr.com/photos/digitalart/2556546177
  11. 11. We wereSILOED http://www.flickr.com/photos/wili/3956062575/
  12. 12. We lackedAGILITY http://www.flickr.com/photos/26112504@N05/3031027248/
  13. 13. THE PLAN
  14. 14. http://www.starwars.com/explore/encyclopedia/characters/hansolo/
  15. 15. • Telling our Story• Agile• Content• Soft Skills
  16. 16. Telling our story http://www.flickr.com/photos/reedinglessons/2251782928
  17. 17. withDATA http://www.flickr.com/photos/inque3/6175310592
  18. 18. withVISUALIZATIONS http://www.flickr.com/photos/birgerking/3145391821
  19. 19. withORBS
  20. 20. Users > Robots
  21. 21. Shrink the Change http://www.flickr.com/photos/pasukaru76/3998209007
  22. 22. AGILE DEVELOPMENT http://www.flickr.com/photos/jamiepatra/5232251602/
  23. 23. Cross-functional teams http://www.flickr.com/photos/joriel/2193885168
  24. 24. Bias towards action http://www.flickr.com/photos/bitzcelt/4787422150
  25. 25. Don’t Hate. Iterate http://www.flickr.com/photos/st3f4n/4193370268
  26. 26. CONTENT http://www.flickr.com/photos/paolomargari/3551552239
  27. 27. Product Information
  28. 28. Product Information
  29. 29. Expert Advice
  30. 30. CONTENT: EXPERT ADVICEExpert Advice
  31. 31. Expert Advice
  32. 32. Infographics
  33. 33. SOFT SKILLS http://www.flickr.com/photos/sweenpole2001/3915441536
  34. 34. Customers First http://www.flickr.com/photos/seandreilinger/4208435158
  35. 35. Practice Transparency http://www.flickr.com/photos/swang168/368748525
  36. 36. Relationships Matter http://www.flickr.com/photos/9619972@N08/1350940605
  37. 37. THE RESULTS
  38. 38. +96%
  39. 39. WHAT’S NEXT?
  40. 40. AGILE SEO
  41. 41. AGILE MARKETING
  42. 42. CONTENT STRATEGY
  43. 43. KEY TAKEAWAYS
  44. 44. Tell YOUR story http://www.flickr.com/photos/reedinglessons/2251782928
  45. 45. Adopt Agile Elements http://www.flickr.com/photos/jamiepatra/5232251602/
  46. 46. Content with Utility http://www.flickr.com/photos/paolomargari/3551552239
  47. 47. Develop the Soft Skills http://www.flickr.com/photos/sweenpole2001/3915441536
  48. 48. THANK YOU
  49. 49. QUESTIONS?twitter: @jordanlebaron

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