Conductor C3 2012
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Conductor C3 2012

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

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

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Conductor C3 2012 Conductor C3 2012 Presentation Transcript

  • AN INSIDE LOOKJORDAN LEBARON, MANAGER, INTERNET MARKETING
  • WHAT IS REI?
  • WHAT IS REI?
  • Inspire, educate and outfit for a lifetime of outdoor adventure and stewardship
  • 303 Lafayette Street
  • OUR CHALLENGE
  • We faced changingLANDSCAPES http://www.flickr.com/photos/uconnlibrariesmagic/4733265143/in/photostream/ http://www.flickr.com/photos/cabbit/4405135791/
  • We lackedVISIBILITY http://www.flickr.com/photos/cabbit/4405135791/
  • SEO ≠“STORE ENTERED ORDERS”
  • Too busy avoidingHiPPOS http://www.flickr.com/photos/digitalart/2556546177
  • We wereSILOED http://www.flickr.com/photos/wili/3956062575/
  • We lackedAGILITY http://www.flickr.com/photos/26112504@N05/3031027248/
  • THE PLAN
  • http://www.starwars.com/explore/encyclopedia/characters/hansolo/
  • • Telling our Story• Agile• Content• Soft Skills
  • Telling our story http://www.flickr.com/photos/reedinglessons/2251782928
  • withDATA http://www.flickr.com/photos/inque3/6175310592
  • withVISUALIZATIONS http://www.flickr.com/photos/birgerking/3145391821
  • withORBS
  • Users > Robots
  • Shrink the Change http://www.flickr.com/photos/pasukaru76/3998209007
  • AGILE DEVELOPMENT http://www.flickr.com/photos/jamiepatra/5232251602/
  • Cross-functional teams http://www.flickr.com/photos/joriel/2193885168
  • Bias towards action http://www.flickr.com/photos/bitzcelt/4787422150
  • Don’t Hate. Iterate http://www.flickr.com/photos/st3f4n/4193370268
  • CONTENT http://www.flickr.com/photos/paolomargari/3551552239
  • Product Information
  • Product Information
  • Expert Advice
  • CONTENT: EXPERT ADVICEExpert Advice
  • Expert Advice
  • Infographics
  • SOFT SKILLS http://www.flickr.com/photos/sweenpole2001/3915441536
  • Customers First http://www.flickr.com/photos/seandreilinger/4208435158
  • Practice Transparency http://www.flickr.com/photos/swang168/368748525
  • Relationships Matter http://www.flickr.com/photos/9619972@N08/1350940605
  • THE RESULTS
  • +96%
  • WHAT’S NEXT?
  • AGILE SEO
  • AGILE MARKETING
  • CONTENT STRATEGY
  • KEY TAKEAWAYS
  • Tell YOUR story http://www.flickr.com/photos/reedinglessons/2251782928
  • Adopt Agile Elements http://www.flickr.com/photos/jamiepatra/5232251602/
  • Content with Utility http://www.flickr.com/photos/paolomargari/3551552239
  • Develop the Soft Skills http://www.flickr.com/photos/sweenpole2001/3915441536
  • THANK YOU
  • QUESTIONS?twitter: @jordanlebaron