apr reno april 25 2012
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Todd FeltsAssistant ProfessorReynolds School of
Journalism University of Nevada,
Reno
(More Open Research, Planning,
Implementation and Evaluation)
MORPIE
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The real reasons why we must be open and transparent in 2012.
2002: Drunk Dialing. 2012: Butt Dialing.
2002: Forwarded emails. 2012: Videos on YouTube.
2002: High costs of research. 2012: Yelp.
2002: Kmart is largest retailer ever to file bankruptcy. 2012: Pinterest adds 15 million users in 3 months.
2002: Todd Felts, a VP at a DC PR firm takes an APR class. 2012: Todd Felts, a PR Professor, still hasn’t taken the exam.
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Think of it this way:
At each step – Research, Planning, Implementation and Evaluation – have we been transparent and open with our stakeholders, audiences, and publics? There is now five pieces of the pie. THINK MORPIE.
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Let’s Review:
R
M
O
P
I
E
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RPIE
The Four Steps: (RPIE) Research (Who, What do you want them
to do? What messages will you use?) Planning: Goals, Objectives, Strategies,
Tactics.The role of social media?The importance of strong messages?
Implementation (Doing the work). Evaluation (Did it work? Why not?)
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RPIE
GOAL: Long-term, global statements of being. “To become recognized leader in faith-based support in Reno.”
OBJECTIVE: Shorter-term, defines what behavior, attitude or opinion you want to achieve from audiences. Includes time frame.(To get people to tell their own story of overcoming homelessness).
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RPIE
STRATEGIES: Describes how you will reach your audience. “Enlist community leaders to accelerate discussion and tell impactful stories.”
TACTICS: How to? Meetings, publications, community events, news releases Twitter. Connecting equals positioning and power.
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WHAT CHANGED?
Publish, then filter model.
Your customers and your employees have new ways to collaborate with each other.
Problems that were once resolved by a phone call or email, are now played out in public.
We’ve never been able to control what people said over their backyard fences about our brand, our teaching, or our approach, but until recently the public impact tended to be minimal.
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WHAT CHANGED?
You
You
You
You
You YOUR
PUBLICS
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WHAT CHANGED?
MS: WORDPRESS BLOG
Twitter#faithbasereno
Facebook Tags
Flickr Photos
YouTube Video
Google Earth
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New MO Rules:
1. Respect that your customers and employees have power.
2. Share constantly to build trust.
3. Nurture curiosity and humility.
4. Hold openness accountable.
5. Forgive failure. (Li 2010, pg 14-15)
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New MO Rules:
1. Respect that your customers and employees have power.
2. Share constantly to build trust.
3. Nurture curiosity and humility.
4. Hold openness accountable.
5. Forgive failure. (Li 2010, pg 14-15)
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MO RCOMPANIES CUSTOMERS
BE HUMAN Use of respectful, conversational voice. Avoid scripts and corporate doublespeak.
Be understand. Show the respect and kindness the you’d like to be shown.
BE ACCESSIBLE Cultivate a public dialogue with customers and demonstrate your responsiveness and willingness to be held accountable.
Share issues directly with the company or in a place where the company has a chance to respond.
BE AUTHENTIC Encourage employees to use their real names and offer a personal touch.
Use your real identity and foster a long-term reputation with the company.
BE PATIENT Some problems take longer to fix than expected, so do your best to set clear expectations for how you will address issues.
Give companies the information and time required to adequately respond.
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MO Research
Learning is the work Become a community Manager and/or
Comment Moderator with your publics. Social Audit – where do they go online? Engagement Audit – how engaged are
they? Influence Audit – who has influence and
who influences whom?
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JetBlue Hits Bumpy Air
Feb 14 Customers stranded
Feb 15 JetBlue Hostage blog
Feb 19 David Neeleman apologizes
Feb 22 Bill of Rights on JetBlue site
March 19 Neeleman reports via blog
June 300k viewed the video, 500 responded
May 10 Neeleman replaced as CEO
2007
© Judy Strauss & Todd Felts – Advanced Management Program – Use for educational purposes only -- 2010
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JetBlue Hits Bumpy Air
Customer response (YouTube)
“I'll pass on the Kool-Aid, thanks. This airline is a joke and anyone who buys this B.S. from this moron deserves to be stranded for 10 hours w/ no food, water or toilets! Boycott JetBlew!!”
Sites:http://www.jetblue.com/about/http://www.jetblue.com/about/ourcompany/flightlog/http://www.youtube.com/watch?v=-r_PIg7EAUw
© Judy Strauss & Todd Felts – Advanced Management Program – Use for educational purposes only -- 2010
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MO RPlan
Open Thinking & Open Culture Create tactics that deliver and are
designed flexible and can be changed quickly.
Involve publics in helping you tell your story.
Help tell your publics’ story. Connect the social to the traditional. Human, Accessible, Authentic and
Patient. Oh, and think GOOGLE.
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MO RPlanTwo Catholic Church scandals in 1992 and 2002. They were different because people had the same intention but action was easier. How would planning be different in 2012?
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MO RPImplement
Easy Does It. Make it easy to participate. How does it look on a Smart Phone? Photos, tags, friends, forwards and
tweets. Ask questions along the way? How can I build followers while things
happen? New publics can and often emerge.
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MO RPIEvalute
Learning is the work Become a community Manager and/or
Comment Moderator with your publics. Social Audit – where do they go online? Engagement Audit – how engaged are
they? Influence Audit – who has influence and
who influences whom?
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MORPIE
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Todd Felts
775.784.4188
e-mail:[email protected]
Facebook, YouTube ,Twitter and Slideshare: toddfelts
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