Conductor C3 2012

AN INSIDE LOOK JORDAN 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

http://www.flickr.com/photos/cabbit/4405135791/

We faced changing

LANDSCAPES http://www.flickr.com/photos/uconnlibrariesmagic/4733265143/in/photostream/

http://www.flickr.com/photos/cabbit/4405135791/

We lacked

VISIBILITY

SEO

≠

“STORE ENTERED ORDERS”

Too busy avoiding

HiPPOS http://www.flickr.com/photos/digitalart/2556546177

We were

SILOED http://www.flickr.com/photos/wili/3956062575/

We lacked

AGILITY 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

with

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

with

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

with

ORBS

Users > Robots

http://www.flickr.com/photos/pasukaru76/3998209007

Shrink the Change

AGILE DEVELOPMENT

http://www.flickr.com/photos/jamiepatra/5232251602/

http://www.flickr.com/photos/joriel/2193885168

Cross-functional teams

Bias towards action

http://www.flickr.com/photos/bitzcelt/4787422150

http://www.flickr.com/photos/st3f4n/4193370268

Don’t Hate. Iterate

CONTENT

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

Product Information

Product Information

Expert Advice

CONTENT: EXPERT ADVICE

Expert Advice

Expert Advice

Infographics

SOFT SKILLS

http://www.flickr.com/photos/sweenpole2001/3915441536

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

http://www.flickr.com/photos/swang168/368748525

Practice Transparency

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