Omni-Channel Content
Excellence
Kevin Cochrane
Chief Marketing Officer
Marketing has evolved
from brand advertising
to 1:1 conversations

Customer acquisition, retention,
engagement, advocacy, ...
I.T. has evolved from
infrastructure to strategy

Digital Marketing, Commerce,
Workforce Enablement, and
Brand Governance,...
Together CMOs and CIOs
Driving Customer Experience
Content is the
conversation.
Rich media is the
currency of the new
Digital Economy.
Find inspiration
… it’s how you
inspire
Optimize your
Digital Supply
Chain
Television

Games

Movies

Theme Park
Toys & Games
PaintMaster &
Photosample

Sketch

Package Elements
React immediately,
really
Taco Bell helicopters
10,000 tacos to
Bethel, Alaska
Users are influencing
your brand….
you no longer own
ALL the content
1. Inspire Conversation
2. Respond Quickly

3. Cultivate Community
Thank you
@kevinc2003

@opentext
www.facebook.com/opentext
www.linkedin.com/company/opentext
Digital Pulse Summit - Omnichannel Content Excellence - Kevin Cochrane, CMO, OpenText
Digital Pulse Summit - Omnichannel Content Excellence - Kevin Cochrane, CMO, OpenText
Digital Pulse Summit - Omnichannel Content Excellence - Kevin Cochrane, CMO, OpenText
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Digital Pulse Summit - Omnichannel Content Excellence - Kevin Cochrane, CMO, OpenText

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  • As Chief Marketing Officer at OpenText, Kevin Cochrane is responsible for all strategic and operational aspects of marketing for OpenText on a global basis. Mr. Cochrane brings more than 16 years experience in the information management industry, most recently with Adobe Systems, Inc.According to SiriusDecisions, 70% of the content being produced by B2B marketers goes largely unused.  Idle assets in an omnichannel digital marketing world is a missed opportunity to fuel the buyer-seller conversations.  The good news is that many CMOs are looking to partner with a strategic CIO to elevate their digital strategy to the next level.   It's all about responsiveness, consistency, and reach. Ensuring that your brand can reach potential and existing customers, partners and suppliers on every channel takes some work. In this session, hear about ways companies are taking their B2B marketing to the next level - one that's customized and optimized for each medium with significant planning, a smart digital strategy, and strong execution.
  • Here at GamePlan we are focusing on how to change the way we work, to streamline processes, look for innovations and make our clients work with us better, faster, cheaper.Under the strategy plan lies the technology to make it all come to life.The CMO and the CIO must act as 1 team to win.
  • Here at GamePlan we are focusing on how to change the way we work, to streamline processes, look for innovations and make our clients work with us better, faster, cheaper.Under the strategy plan lies the technology to make it all come to life.The CMO and the CIO must act as 1 team to win.
  • Content Curation cannot happen unless the CMO who wants the asset library is in sync with the strategic CIO who is looking across the business for technology synergiesOpenText is the partner of the Strategic CIO – building the Information Enterprise.
  • Media libraries are growing and major brands are bringing their content togetherCuration: organizing and maintaining a collection of artworks or artifacts.
  • Taco Bell – example of a company reacting in real-time to feedback from the communityStarted out as a Taco Bell Prank – fliers went up in the town declaring the opening of a new Taco Bell store (Taco Bell had no plans for such store opening)Great excitement in Bethel, as they only had three other restaurant – town was extremely disappointed when they found out it was a hoaxWithin two weeks of the hoax, Taco Bell reacted and delivered a Taco Bell truck and 10,000 tacos to the town of Bethel
  • You can't stop content from being created – no matter how hard you try, technology enables anyone to be a publisherOrganizations needto be ready to respond – can't take a day to get rich media assets created and approvedContent needs to easily accessible – both content you own and more importantly content you don't own (needs to be easily discoverable) Your content must be reactive to the needs of your message
  • You can't stop content from being created – no matter how hard you try, technology enables anyone to be a publisherOrganizations needto be ready to respond – can't take a day to get rich media assets created and approvedContent needs to easily accessible – both content you own and more importantly content you don't own (needs to be easily discoverable) Your content must be reactive to the needs of your message
  • Taco Bell – example of a company reacting in real-time to feedback from the communityStarted out as a Taco Bell Prank – fliers went up in the town declaring the opening of a new Taco Bell store (Taco Bell had no plans for such store opening)Great excitement in Bethel, as they only had three other restaurant – town was extremely disappointed when they found out it was a hoaxWithin two weeks of the hoax, Taco Bell reacted and delivered a Taco Bell truck and 10,000 tacos to the town of Bethel
  • Sad example of the Asiana plane crash @ SFO in early JulyDavid Eun was a passenger on the flight and he snapped a picture of the accident once he was able to get off the planeNo news crew would have had the ability to capture such an image from the crash siteCustomers have the ability to influence your brand with user generated content, you must embrace and understand how to best utilize the rich media
  • RBS 6 Nations Rugby – OpenText supports the growth of the most prestigious rugby competition in the world200,000 new visitors in the first 3 months of launchMultilingual capabilities to support growing fan base across the worldGaming capabilities and interactive content, including highlights streaming are engaging new visitors everydayEnhanced branding opportunity for RBS
  • You can't stop content from being created – no matter how hard you try, technology enables anyone to be a publisherOrganizations needto be ready to respond – can't take a day to get rich media assets created and approvedContent needs to easily accessible – both content you own and more importantly content you don't own (needs to be easily discoverable) Your content must be reactive to the needs of your message
  • Digital Pulse Summit - Omnichannel Content Excellence - Kevin Cochrane, CMO, OpenText

    1. 1. Omni-Channel Content Excellence Kevin Cochrane Chief Marketing Officer
    2. 2. Marketing has evolved from brand advertising to 1:1 conversations Customer acquisition, retention, engagement, advocacy, and lifetime value, all depend on Marketing 2
    3. 3. I.T. has evolved from infrastructure to strategy Digital Marketing, Commerce, Workforce Enablement, and Brand Governance, all depend on IT. 3
    4. 4. Together CMOs and CIOs Driving Customer Experience
    5. 5. Content is the conversation. Rich media is the currency of the new Digital Economy.
    6. 6. Find inspiration … it’s how you inspire
    7. 7. Optimize your Digital Supply Chain
    8. 8. Television Games Movies Theme Park Toys & Games
    9. 9. PaintMaster & Photosample Sketch Package Elements
    10. 10. React immediately, really
    11. 11. Taco Bell helicopters 10,000 tacos to Bethel, Alaska
    12. 12. Users are influencing your brand…. you no longer own ALL the content
    13. 13. 1. Inspire Conversation 2. Respond Quickly 3. Cultivate Community
    14. 14. Thank you @kevinc2003 @opentext www.facebook.com/opentext www.linkedin.com/company/opentext

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