C3 2012 Inside Look, REI - Jordan LeBaron
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#C3ny AN INSIDE LOOK JORDAN LEBARON, MANAGER, INTERNET MARKETING
Transcript of C3 2012 Inside Look, REI - Jordan LeBaron
#C3ny
AN INSIDE LOOK JORDAN LEBARON, MANAGER, INTERNET MARKETING
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What is REI?
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What is REI?
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Inspire, educate and outfit for a lifetime of outdoor adventure and stewardship
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303 Lafayette Street
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OUR CHALLENGE
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We faced changing
LANDSCAPES http://www.flickr.com/photos/uconnlibrariesmagic/4733265143/in/photostream/
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We lacked
VISIBILITY
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+ SEO + ≠
+ “STORE ENTERED ORDERS”
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Too busy avoiding
HIPPOS http://www.flickr.com/photos/digitalart/2556546177
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We were
SILOED http://www.flickr.com/photos/wili/3956062575/
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We lacked
AGILITY http://www.flickr.com/photos/26112504@N05/3031027248/
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THE PLAN
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• Telling our Story
• Agile
• Content
• Soft Skills
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Telling our story http://www.flickr.com/photos/reedinglessons/2251782928
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with
DATA http://www.flickr.com/photos/inque3/6175310592
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with VISUALIZATIONS
http://www.flickr.com/photos/birgerking/3145391821
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with
ORBS
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Users > Robots
#C3ny http://www.flickr.com/photos/pasukaru76/3998209007
Shrink the Change
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AGILE DEVELOPMENT
http://www.flickr.com/photos/jamiepatra/5232251602/
#C3ny http://www.flickr.com/photos/joriel/2193885168
Cross-functional teams
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Bias towards action
http://www.flickr.com/photos/bitzcelt/4787422150
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Don’t Hate. Iterate
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CONTENT
http://www.flickr.com/photos/paolomargari/3551552239
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Product Information
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Product Information
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Expert Advice
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Content: Expert advice
Expert Advice
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Expert Advice
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Infographics
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SOFT SKILLS
http://www.flickr.com/photos/sweenpole2001/3915441536
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Customers First http://www.flickr.com/photos/seandreilinger/4208435158
#C3ny http://www.flickr.com/photos/swang168/368748525
Practice Transparency
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Relationships Matter
http://www.flickr.com/photos/9619972@N08/1350940605
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THE RESULTS
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+96%
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WHAT’S NEXT?
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AGILE SEO
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AGILE MARKETING
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CONTENT STRATEGY
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KEY TAKEAWAYS
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Tell YOUR story http://www.flickr.com/photos/reedinglessons/2251782928
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Adopt Agile Elements
http://www.flickr.com/photos/jamiepatra/5232251602/
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Content with Utility
http://www.flickr.com/photos/paolomargari/3551552239
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Develop the Soft Skills
http://www.flickr.com/photos/sweenpole2001/3915441536
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