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Conductor C3 2012
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Jordan LeBaron
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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.
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
27.
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
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