M O D U L E 3

H O W T O C R E AT E A P O W E
R MAP FOR YOUR C
AM PAI G N

Digital Advocacy Center Training

 GOALS

How should you approach

M apping?

“Power mapping is a visual tool Who should feature in your power

used by social advocates to map?
identify the best individuals to
target to promote social change.
The role of relationships and What do different targets look
networks is very important when like?
advocates seek change in a
social justice issue.”
How should you think through your
Wikipedia power map?
 HOW SHOULD YOU
APPROACH MAPPING?

A power map reveals avenues of influence available to an organization.

The method allows a group to see how a particular target is influenced and
to see connections between these influences:1

● Decision makers who are present and active
online and who you can target throughout the
campaign.
● Key Opinion Leaders: In the government or
otherwise who could be influential to the
passage of your policy
● Online Influencers who can share your
message and galvanise the public around
your cause.
● Traditional media: Those who will or are
likely to write about your campaign as well
as publications and journalist who you
should be engaging with.
● The Opposition: Create a list of individuals,
organizations that are in opposition to you.
Tracking them is important.
 WHAT DO DIFFERENT
TARGETS LOOK LIKE?

A campaign usually has multiple levels of targets.

Primarytarget Secondary targets Tertiary targets

This is someone who can order If you primary target cannot be In some cases, in order to reach
the policy change: you are asking reached or if they are no: t going to the decision make : rs, you have
for in your campaign. Depending be taking the decision dive deeper into their lives. This
on your campaign goal, it can be unilaterally, you have to zero in on level of targets could include
. n maker. Usually,
a single decisio which other groups or individuals family, alma mater, organizations
their are multiple decision should be pressured to effect the affiliated with the target(s) etc.
.
makers. . change you are campaigning for. This can be particularly powerful
. in collecting narratives that can
be used to exert pressure at a
personal level.
 WHO SHOULD FEATURE
ON MY POWER MAP

GOVERNMENTA EXTRA-
L GOVERNMENTAL
 Prime Minister  Journalists
 President  Relevant Key Opinion These are not the only people
 Health Minister Leaders
 Finance Minister  Social Influencers
who should feature in your map.
 State Minister  Local Partners These are some of the people
 Advocate General  Tobacco Control CSOs who are likely to feature in your
 Clerk of Parliament  Health Organizations map. In addition, please think
 Police  Doctors’ Organizations
 State level  Anyone Engaging With through your legislative process
bureaucrats Your Content and add people who are unique
 Local government  Victims/Survivors to your country/campaign.
officials Organizations
 Academics/Thought
leaders
 G E T T I N G S TAR T E D

Your power mapping process

should begin with mapping
stakeholders in your campaign.
One way of approaching this
problem is starting with an
Influence Map.
MINISTER
E.g.: You are campaigning for Doctors OF
Farmer’s
increased tobacco taxes in your HEALTH group
country. At the center of your
campaign sits the Minister of
Health. Around her/him are the
Survivors of Tobacco Organizations that work
individuals/organizations who with families of victims of
related disease
can/have influence over the tobacco
decisions that the Minister makes.
 POWER MAP GRAPH
This is the power map graph that you will be working towards filling. It should feature both
primary and secondary targets
:

More Power/Influence

Oppose Support
Change Change
(Ignore anyone in
this corner!)

Less Power/Influence
 THINKING THROUGH
YOUR POWER MAP

Step 1: Step 3:
Determine your Determine relational
target power lines

Step 2: Step 4:
Map influence Update often
of target(s)
 CREATING YOUR
D I G I TAL P O W E R MAP

4
While the power map applies
to your campaign. Your digital
power map will vary slightly
2
from that of the overall Step 4:
A target’s propensity
campaign. This stems from
the fact that some of your 1 Step 2:
to get influenced
targets may not be online. The online will stem from
process for the digital power Find them on how much they
map starts after you have
narrowed in on the decision Step 1:
Twitter
3 interact with the
public online.
makers and key opinion Google their names
leaders who will be affecting and see if they have
your campaign. a website
Step 3:
Find them on
Facebook
E X E R C I S E : O R G A N I Z AT I O N A L C
OMMITMENT

It’s now time to complete your power

map. Ideally, after conducting research,
you’ll complete the map together during
a team exercise or workshop setting.
This is key to proper targeting online.

Power mapping in a visual exercise.

Please use the graph to fill in names
after you are done with the lists. This
will help you plan your tactics,

,
 You have now completed MODULE 2 of 12 of Track 1.
NEXT STEPS You can move on to Module 3 or go back and finish any modules you
: have not yet completed. Module 0 is compulsory.

Use this table to navigate through the remaining Track 1 modules

TRACK 1: MODULES STATUS
0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
2: HOW TO DESIGN A DIGITAL CAMPAIGN COMPLETE
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU