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Stakeholder Identification and Communications aka Stakeholder Engagement
Olympic Performance, Inc.Ronald [email protected] or Linked-inwww.123workflow.com
“My job would be easy if it weren’t for all those darn people involved.”
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Who is a Stakeholder?
Anybody that cares and
The Business Analysis WorkI/we care I/we need you
Anybody needed to complete the work
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Four Parts to Stakeholder Engagement
1. Stakeholder Identification2. Stakeholder Analysis
3. Stakeholder Engagement Management
4. Monitor and Update
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A. Brainwrite stakeholdersB. Consider virtual online
tools
1. Stakeholder Identification (1 of 6)
Gather your team plus ‘friendly’ stakeholders and conduct a workshop (2 hours maximum).
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1. Stakeholder Identification (2 of 6)
Generic Stakeholder Examples and Alternate Roles
Business Analyst Business Systems Analyst, Systems Analyst, Process Analyst, Consultant, Product Owner, etc.
Customer Segmented by market, geography, industry, etc.
Domain Subject Matter Expert (SME)
Broken out by organizational unit, job role, etc.
End User Broken out by organizational unit, job role, etc.
Implementation SME Project Librarian, Change Manager, Configuration Manager, Solution Architect, Developer, DBA, Information Architect, Usability Analyst, Trainer, Organizational Change Consultant, etc.
Operational Support Help Desk, Network Technicians, Release Manager
Project Manager Scrum Master, Team Leader
Supplier Providers, Consultants, etc.
Tester Quality Assurance Analyst
Regulator Government, Regulatory Bodies, Auditors
Sponsor Managers, Executives, Product Managers, Process Owners
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1. Stakeholder Identification (3 of 6)
Outside of the organization impacting the
project
Outside of the organization
impacted by the project
Outside of the project but in the organization
Within the project
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1. Stakeholder Identification (4 of 6)
A. Brainwrite stakeholders1. State that you are trying to identify
all stakeholders.2. Record one stakeholder or
stakeholder group on each index card.
3. Place completed cards in pool.4. Complete additional cards
until ideas are exhausted.5. Randomly select cards from
the pool to stimulate new ideas.6. Sort and analyze the cards,
eliminating duplicates and sorting out overlaps.
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1. Stakeholder Identification (5 of 6)
B. Consider virtual online tools
Trello.com
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1. Stakeholder Identification (6 of 6)
B. Consider virtual online tools
Jamboard.google.com
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Four Parts to Stakeholder Engagement
1. Stakeholder Identification2. Stakeholder Analysis
3. Stakeholder Engagement Management
4. Monitor and Update
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2. Stakeholder Analysis (1 of 11)
Two questions:Who are they?What is our strategy?
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2. Stakeholder Analysis (2 of 11)
Who are they?Two activities:
A. Meetings and InterviewsB. Questionnaires
Three tools:A. Stakeholder RegisterB. Proximity ChartC. Sociogram
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2. Stakeholder Analysis (3 of 11)
Who are they?Activity A. One-to-one Meetings and Interviews
• Be clear in the invitation: this is a short ‘get to know you’ meeting
• Open the meeting with introductions and context-setting
• Remember to focus on relationship and trust building
• Ask the important questions• Confirm what you heard is
what they intended• Invite dialogue• Answer questions they ask• Leave them with a point of
contact
Approach
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Their needs Our needs
2. Stakeholder Analysis (4 of 11)
Who are they?Activity A. One-to-one Meetings and Interviews
Possible questionsWhat is their background?
Who are they connected with?
What matters to them? (including values and priorities)
How do they want us to communicate with them?
How can they help us?
How can we help them (what do they want from us)?
What resources do they command?
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2. Stakeholder Analysis (5 of 11)
Who are they?Activity B. Questionnaires
Notes and Tools• Similar questions used for
meetings and interviews• Keep the survey short• Provide context in the
invitation to the survey AND in the survey introduction
• SurveyMonkey.com• Typeform.com• Google.com/forms• Apian.com (SurveyPro)
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2. Stakeholder Analysis (6 of 11)
Who are they?Tool A. Stakeholder Register
Register example from: https://www.paymoapp.com/blog/stakeholder-management-plan/This site includes a downloadable pdf template and a Google Sheet you can copy
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2. Stakeholder Analysis (6 of 11)
Who are they?Tool A. Stakeholder Register
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2. Stakeholder Analysis (6 of 11)
Who are they?Tool A. Stakeholder Register
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2. Stakeholder Analysis (7 of 11)
Who are they?Tool B. Proximity Chart
Key StakeholdersDirectly Involved
Frequently InvolvedInfrequently Involved
Adapted from The Influence Agendaby Dr. Mike Clayton
Opposers
Supporters
Bystanders Undecideds
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2. Stakeholder Analysis (8 of 11)
Who are they?Tool C. Sociogram (stakeholder alignments)
Example from: https://www.pocketbook.co.uk/blog/tag/stakeholder-analysis/
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2. Stakeholder Analysis (9 of 11)
What is our strategy?
Two tools:A. Power/Interest GridB. Attitude/Impact Grid
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Tool A. Power/Interest Grid
Keep Satisfied Manage Closely
Monitor Keep Informed
HighPower
Low Interest HighLow
2. Stakeholder Analysis (10 of 11)
What is our strategy?
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Inform & Coach Enroll & Employ
Monitor & Outvote Woo & Win
PositiveAttitude
Low Impact HighNegative
Reproduced from The Influence Agendaby Dr. Mike Clayton
Tool B. Attitude/Impact Grid
2. Stakeholder Analysis (11 of 11)
What is our strategy?
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Four Parts to Stakeholder Engagement
1. Stakeholder Identification2. Stakeholder Analysis
3. Stakeholder Engagement Management
4. Monitor and Update
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3. Stakeholder Engagement Management (1 of 2)
What is your team’s capacity and capability to work effectively with stakeholders?
Create a communications plan
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3. Stakeholder Engagement Management (2 of 2)
Communications planAudience Frequency Method Responsible
PartyDesiredOutcomes
Project Manager
Weekly
Monthly
Meeting
Project status report
Person A
Person C
Guidance on Next Steps
SME Person 1 One time Elicitation interview
Person B Interface requirements
SME Group 1 One time Focus group Persons A, C, D Functional requirements
Department Manager 1
Monthly
On request
Newsletter
Meeting
Person C
Persons A, B
Understanding of effort status; potential impact on operations
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Four Parts to Stakeholder Engagement
1. Stakeholder Identification2. Stakeholder Analysis
3. Stakeholder Engagement Management
4. Monitor and Update
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4. Monitor and Update
The world is dynamic. Periodically look for
• New stakeholders• Changes in stakeholder
interests and status• Engagement effectiveness
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