SMART: Stakeholder Mapping

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In this video, we're going to demonstrate SMART's in-built mapping feature. The mapping tool allows a user to perform advanced analysis of stakeholders by utilising a power and influence grid. The power and influence grid is a powerful yet simple marketing tool which helps an organisation focus on the key stakeholders that can make or break a project or policy.

Video transcript

A list of stakeholders are assigned scores based on different factors and the results are then displayed on the grid. The grid can be used to compare any of the factors and can also be used to display changes in these factors over time.

A power and influence grid provides a visual representation of a stakeholder appended with the factor scores mentioned earlier. The grid is divided into four quadrants. Both the X and Y axis are assigned one of the factors used to score the stakeholder then, based on the scores assigned to the stakeholder, they will be placed in one of the four quadrants on the grid.

The quadrant that the stakeholder falls into on the grid will help determine how much of an asset they are towards a particular project or policy. For the purpose of demonstration, we will be using the power and engaged factors.

If a stakeholder has a great deal of power over whether or not a project can be accepted or rejected, combined with the fact that they are regularly engaged with the project development, this stakeholder would be placed in quadrant two.

Stakeholders placed in quadrant two are regarded as Key Players. Key Players should be focused on heavily as they retain the highest scores and are the most ideally placed to make or break a project or policy.

If a stakeholder has a great deal of power over whether or not a project or policy is accepted or rejected, however they don't engage or consult regularly with other individuals involved with the project or policy, the stakeholder will be placed in quadrant one.

Stakeholders within this quadrant hold high scores in one factor however show lacking in the other. These stakeholders may require additional attention to help push them into quadrant two. In this instance, it would mean implementing changes to try to get the stakeholder more regularly engaged with the project or policy.

If a stakeholder is regularly engaged with the project or policy however doesn't hold much power over whether or not it is implemented, they would be placed in quadrant four. This stakeholder's high engagement would be best utilised by involving them more heavily in low risk areas with regards to the project or policy. Regularly inform the stakeholder on the progress of the project or policy and consult with them regularly to maintain their engagement.

Any stakeholders who are placed in quadrant three show the lowest factor scores and are the least important. These stakeholders should be informed generally about a project or policy via communications, newsletters or mailshots. The general aim with these stakeholders would be to try and move them into quadrant four.

A user has the ability to create a new selection using any of the stakeholders within the different quadrants. This new selection can then be exported as a new stakeholder list so that tailored communications can be sent to specific stakeholders depending on their placement within the grid. This will be demonstrated later on in the video.

Before a new map can be created, you must first create the list of stakeholders to be mapped. For more information on creating a new stakeholder list, click here. Once you have a list of stakeholders, you can create a new map by clicking the Mapping tab. You will initially be presented with the Active maps page. The table on this page displays all the previously created maps and includes icons that allow you to manipulate or extrapolate data from the created maps.

To create a new map, click on the New map tab. In the map details section, you will be asked to provide a name for your map. Use the three part naming convention to give your map a meaningful name. The mapping term field can be used to add any notes about the map being created. Use the dropdown menu to select whether or not you would like for the map to be public or private. If a map is public, it can be viewed and edited by all users within SMART, whereas if it is made private, it may only be edited by users within your business unit.

The final step involved in creating a new map involves selecting lists of stakeholders to map. In the table, at the bottom of the page, use the radio buttons to select the list that you created. Once you are satisfied with your selections, click the Save button. You are now ready to begin appending scores to the stakeholders in your created map.

To begin, locate your map in the Active maps table and click on the Map it icon. You will then be presented with a data entry form page. On the left hand side of the page, you will see the name of the list presently being mapped, the name of the stakeholder list containing the stakeholders being mapped, the total number of remaining stakeholders left to be mapped and the number of stakeholders that have been mapped so far. It is not necessary to map every stakeholder in one session. All mapped stakeholder information is saved automatically and a user can return to the process again at a later time.

The section below illustrates the stakeholder that is presently being mapped. Use the radio buttons to append a score for each factor in the table. It is not necessary to use every factor, however a minimum of two is required for the mapping process. You must use the same factors for every stakeholder in the list.

You may choose to add notes to give an explanation for the scoring in the Notes field. When you are satisfied with your selection, click the Next stakeholder button. Repeat the process for the rest of the stakeholders in your list. As mentioned earlier, it is not necessary to map every stakeholder in the list in one session. You can return to complete the process at a later time.

You can view a grid of your mapped stakeholders by navigating to the Active maps page. Locate your map within the table and click on the chart icon. You will be presented with a grid containing your mapped stakeholders. Their location on the grid is determined by the scores they were given during the previous step.

If you hover over any of the nodes within the grid on the map, it will illustrate the name of the stakeholder the node represents. The number within the node illustrates how many stakeholders rest on that location within the grid. You can customise the view of the map by selecting different factors for the X and Y axis using the dropdown menus on the right. Click the update button to enable the changes.

A new stakeholder list can be created including stakeholders from the different quadrants within the grid. Select which quadrants you wish to be included in the list by using the tick-boxes. Give the list a relevant name and click the Save button. The chart may be saved as a PDF by clicking on the Save this chart as a PDF link.

A user may wish to revisit a created map at a later time to change a particular stakeholder's scoring with regards to a project or policy. This can be done by first navigating to the Active maps page. Locate the map whose included stakeholder scores you wish to edit and click the data icon. On this page, you can view the total number of stakeholders included in the list, as well as how many stakeholders in the list have been mapped. The table at the bottom of the page displays all of the stakeholders from the stakeholder list.

The phase column illustrates how many phases of scoring have been applied to the stakeholder. A green tick in the mapped column illustrates that a stakeholder has been mapped previously. To change a stakeholder's factor scoring, click on the map icon within the row in the table. A new section will appear below the table which will illustrate the stakeholder's present scoring values.

Make the necessary changes using the radio buttons. You may choose to add a note in the notes field to explain the reason for the changes. When you are satisfied with your changes, click the Save button. Search for the stakeholder whose scores were edited by using the Show field. You will see that the number under the phase column will have been increased by one. These changes will also be reflected on the chart display.

The phase shift will be displayed on the grid. A grey node will illustrate where the stakeholder used to sit on the grid with a blue line extending to their new location on the grid. A report outlining up to five phase shifts can be viewed by navigating to the active Maps page and clicking the report icon under the column for the map you wish to view. As with the previous pages, this page also illustrates the total number of stakeholders as well as how many have been mapped. The table below lists every stakeholder in the list, as well as a scoring for the last five phase shifts. A date outlining when the scoring took place is also included with each phase.

The details of a map may be edited at any time by navigating to the active Maps page and clicking the icon under the edit column. The edit page is identical to the page that was used to set up the map initially. When you are satisfied with your changes, click the save button. A map can also be deleted at any time by navigating to the Active maps page and clicking the delete icon for the map you wish to remove.