C3 2012 Inside Look, REI - Jordan LeBaron

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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

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Shrink the Change

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AGILE DEVELOPMENT

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

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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

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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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QUESTIONS? email: jlebaro@rei.com twitter: @jordanlebaron

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