Ecosystem Mapping

Mapping is the discipline of creating a high level visual representation of the targeted community. Through a visualization tool the end client can easily be engaged in the project for feedback and participation. A community map will also facilitate splitting of engagement responsibilities and planning activities. The mapping technique depends on the initial scoping and can span from a database structure to a highly visual mind map or network diagram.

Mapping typically focuses on identifying influencers and multipliers within a targeted community. In a Business-to-Consumer (B2C) setting multipliers typically play a more prominent role as avenues to broadcasting messages to large audiences by means of one-to-many (multicast). Micro blogging is the exception to the rule, where celebrities can influence consumer opinions through endorsements that appeal to feelings. In a Business-to-Business (B2B) setting influencers typically play a more important role. In a professional community individuals often base their decisions on opinions of subject matter experts. Unlike in B2C settings, influencers in B2B campaigns are more instrumental in influencing opinions through the substance of their message appealing to reason and rational.

The social landscape is dynamic. Today’s influencers maybe tomorrow’s followers and the trendiest multipliers may next week be so ‘passée’. We typically target our efforts based on the 20/80 rule, focusing on the 20% that command 80% of influence. In order to maximize effectiveness community maps should be refreshed quarterly.