Stakeholders Mapping and

Power Analysis

The Campaign Goal

Campaign Goal should be SMART:

• Specific
• Measureable
• Accountable
• Realistic
• Timebound

A campaign goal is time-limited and achievable.

Exercise

Go back to your National Research

and think about what you are trying

to achieve that is SMART

and write that goal in one sentence

Who are Your Stakeholders?

Stakeholders are all interested parties, all the people who are involved or impacted by the change you seek with your campaign. Stakeholders represent interested groups/communities such as: public institutions officers, party members, members of the communities concerned, the press and media, other NGOs and similar.

Exercise

Take a piece of flip-chart paper and position it to landscape.  Draw a straight horizontal line across the middle.

At one end of the line write:  support

On the other end write oppose.

Review your campaign goal and your stakeholders.

Arrange the post-it’s along the line based on the degree to which the specific stakeholder support or oppose with the campaign goal.

Exercise

Now divide the line into three equal parts:

• Allies are people who are already engaged and support the campaign.
• Neutral Parties are people who neither oppose nor support the campaign
• Opponents are people who actively oppose the campaign

If some fall into more than one category place them on the border line between the two categories.

• Allies are the people they need to mobilise.
• Neutral Parties are the people they need to educate (to transform them into Allies).
• Opponents are the people whose arguments and actions they need to counter.

Stakeholders who lie on the line between Neutral Parties and Allies are the people they need to motivate, to make them into Allies.

Those who are between Opponents and Neutral Parties are the people that they need to persuade to reconsider their positions.

Exercise

Exercise

Discuss about each type of stakeholder, and activities that can be undertaken with each of them

Some Examples

Allies – Mobilise!

• Call on them to attend a protest, rally or meeting
• Get them to put information out through their own networks
• Get them to engage Neutral Parties and Opponents

Neutral Parties – Educate!

• Give them the information they need.
• Engage them in crowdsourcing data
• Engage them in getting information, or in data gathering as a way of educating / turning into active Allies

Opponents – Counter!

• Engage Opponents in face-to-face meetings and Forums. Counter the arguments that they present in debate.
• Use Allies to engage Opponents
• Use Neutral Parties to educate and to engage Opponents.

The Vertical Line of Power

Who has the power to make the change that we seek?

Step One: identify who can make the actual decision that’s necessary, the entity or person who would have to say ‘yes’ or approve a law in order for the desired change to happen.

Step 2: draw a vertical line down the middle of the flip-chart paper. At the top of the line write ‘most power’ and at the bottom of the line write ‘least power.’

The Vertical Line of Power

Step three: draw lines between stakeholder that have relationships and can influence each other – paying particular attention to those that are connected to those with power.

Step four: identify the stakeholder that doesn’t have power but should.  Think about how the campaign could work to help them build power

Role of data and tech

The value social media provides organisations is not just about broadcasting, but also in providing with a way to listen and better understand campaign stakeholders and key audiences.

• Allies.  Listen for opportunities to amplify their key messages in through your own social media network (reciprocation: what goes around comes around)
• Neutral parties. Exit your own bubble if you want to create messaging that will work to educate neutral parties and make them allies. Understand what issues are relevant and what vocabulary they use.
• Opponents. As campaigner you actively try to discredit, counter and even disempower opponents. Learn about their arguments and terminology around your issue.

Campaign Listening Template

Who you want to listen to online

What you are listening for

For this you will need to start with some brainstorming and then do some online detective work.

Campaign Listening Template

Campaign Listening Template

Once you have the keywords you are listening for, look at where your stakeholders are online and notice how they are talking about your issue.

You’ll want to visit and listen to stakeholders in all three groups: allies, neutral, and opposition

Online Listening Tools

Dashboard: Storify Netvibes

New Content Feed: Google Alert, Google Blog Search

Twitter Listening: Hootsuite, Topsy, Followerwonk, Commun.it

Facebook: Facebook

Listening online

• listen for the keywords, people and issues you’ve identified
• pay attention to the vocabulary people are using
• identify who is doing the talking and influencing the conversation
• Share other people’s work and thoughts (crediting them of course)
• Use language, style, and frequency of messaging that will engage your stakeholders.
• Keep the discussion moving in the right direction
• Reciprocate and use your own social networking feeds to amplify issues important to your allies

But most important: keep listening to see how it is working, practice and improve.

Pain, Passion, Fame & Fun

Pain: Motivate. What causes your people pain? and what encourages them through their struggle?
Passion: Drives the work. Tap into your people that care about what you care about.
Fame: Weave your community into your messaging. Give people online fame and draw attention to things besides yourself.
Fun: Celebrate your work! Convey the joy and emotion in what you’re doing.

Thanks

Credits

http://www.fabriders.net/spectrogram-stakeholder-map/

https://www.fabriders.net/listeningpt1/

http://www.fabriders.net/listeningpt2/