Stakeholder Mapping

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Key takeaways:

  1. Not every fan or group is the same. 
  2. Take time to identify who the various groups and influencers are in your fanbase
  3. Don’t forget: stakeholders sometimes change positions in the grid, becoming less or more powerful or interested, depending on the issue or circumstances

Part of working with your stakeholders is understanding what interests they have.

In a football club, not every fan, organised group or influencer has the same interests. Some might be more concerned with the atmosphere at matches than strategic issues/the decision making processes or club finances.

A tool used by a lot of businesses is a Boston Stakeholder Matrix (above). This helps to identify which group are interested in what you do.

It can be applied at the top level (i.e.: for your Fan Engagement strategy), and it’s also useful for individual projects and issues (e.g.: changes to ticketing).

Simply place the group or influencer in one of the four quadrants below, depending on what they’re levels of interest are in the issue concerned. It is not uncommon for stakeholders to move quadrants, becoming more/less interested or more/less powerful, depending on what the issue is.

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