REI faced challenges with changing landscapes, lack of visibility, being siloed and lack of agility. Their plan was to tell their story with data, visualizations and orbs using agile development, cross-functional teams, bias towards action and iterating content like product information and expert advice. They focused on soft skills like customers first, transparency and relationships. The results were a 96% increase and their next steps are agile SEO, marketing and content strategy.

1. AN INSIDE LOOK
JORDAN LEBARON, MANAGER, INTERNET MARKETING

2. WHAT IS REI?

3. WHAT IS REI?

4. Inspire, educate and outfit for a lifetime
of outdoor adventure and stewardship

5. 303 Lafayette Street

6. OUR CHALLENGE

7. We faced changing
LANDSCAPES
http://www.flickr.com/photos/uconnlibrariesmagic/4733265143/in/photostream/
http://www.flickr.com/photos/cabbit/4405135791/

8. We lacked
VISIBILITY
http://www.flickr.com/photos/cabbit/4405135791/

9. SEO
≠
“STORE ENTERED ORDERS”

10. Too busy avoiding
HiPPOS
http://www.flickr.com/photos/digitalart/2556546177

11. We were
SILOED
http://www.flickr.com/photos/wili/3956062575/

12. We lacked
AGILITY
http://www.flickr.com/photos/26112504@N05/3031027248/

13. THE PLAN

14. http://www.starwars.com/explore/encyclopedia/characters/hansolo/

15. • Telling our Story
• Agile
• Content
• Soft Skills

16. Telling our story
http://www.flickr.com/photos/reedinglessons/2251782928

17. with
DATA
http://www.flickr.com/photos/inque3/6175310592

18. with
VISUALIZATIONS
http://www.flickr.com/photos/birgerking/3145391821

19. with
ORBS

20. Users > Robots

21. Shrink the Change
http://www.flickr.com/photos/pasukaru76/3998209007

22. AGILE DEVELOPMENT
http://www.flickr.com/photos/jamiepatra/5232251602/

23. Cross-functional teams
http://www.flickr.com/photos/joriel/2193885168

24. Bias towards action
http://www.flickr.com/photos/bitzcelt/4787422150

25. Don’t Hate. Iterate
http://www.flickr.com/photos/st3f4n/4193370268

26. CONTENT
http://www.flickr.com/photos/paolomargari/3551552239

28. Product Information

29. Product Information

30. Expert Advice

31. CONTENT: EXPERT ADVICE
Expert Advice

32. Expert Advice

33. Infographics

34. SOFT SKILLS
http://www.flickr.com/photos/sweenpole2001/3915441536

35. Customers First
http://www.flickr.com/photos/seandreilinger/4208435158

36. Practice Transparency
http://www.flickr.com/photos/swang168/368748525

37. Relationships Matter
http://www.flickr.com/photos/9619972@N08/1350940605

38. THE RESULTS

39. +96%

40. WHAT’S NEXT?

41. AGILE SEO

42. AGILE MARKETING

43. CONTENT STRATEGY

44. KEY TAKEAWAYS

45. Tell YOUR story
http://www.flickr.com/photos/reedinglessons/2251782928

46. Adopt Agile Elements
http://www.flickr.com/photos/jamiepatra/5232251602/

47. Content with Utility
http://www.flickr.com/photos/paolomargari/3551552239

48. Develop the Soft Skills
http://www.flickr.com/photos/sweenpole2001/3915441536

49. THANK YOU

50. QUESTIONS?
twitter: @jordanlebaron