2023/2/25 JAWS-UG Saga, 2023/3/10 DevRel/Japan CONFERENCE 2023. Slides are available for download. The title is "Continuous Community Management and Output - What We Have Cherished, Successes, and Failures -" https://jawsug-saga.doorkeeper.jp/events/149574 https://devrel.tokyo/japan-2023/speakers/yoshie/ Speakerdeck(EN): https://speakerdeck.com/syoshie/20230310-devrel-en Speakerdeck(JP): https://speakerdeck.com/syoshie/continuous-community-management-and-output-what-we-cherished-successes-and-failures Slideshare(EN): https://www.slideshare.net/Typhon666_death/continuous-community-management-and-output-what-we-cherished-successes-and-failures Slideshare(JP): https://www.slideshare.net/Typhon666_death/20230310devrel-jawssagapdf/

1. Continuous Community Management and Output
~What We Cherished, Successes, and Failures~
2023/2/25, 2023/3/10 Shun Yoshie(@Typhon666_death)

2. 目次
Table of Contents
0

3. Table of Contents
3
⬢ Introduction
⬢ History of Community Participatory & Management
⬢ Continuous Community Management
⬢ JAWS-UG Branch Management
⬢ ???
⬢ Recommended Books

4. 自己紹介と前置き
Introduction
1

5. HELLO!
I am Shun Yoshie@Security-JAWS.
Security Consultant@SIer.
AWS Community Hero.
You can find me at @typhon666_death .
5

6. The original is in Japanese.
6
⬢ The slides I gave at the DevRel/Japan CONFERENCE 2023 keynote have
been translated into English.
⬢ DevRel/Japan CONFERENCE 2023 Keynote info:
⬡ https://devrel.tokyo/japan-2023/speakers/yoshie/
⬢ Speakerdeck:
⬡ https://speakerdeck.com/syoshie/continuous-community-management-and-
output-what-we-cherished-successes-and-failures
⬢ Slideshare:
⬡ https://www.slideshare.net/Typhon666_death/20230310devrel-jawssagapdf

7. Talked at DEVREL/JAPAN CONFERENCE 2019
⬢ Also attended in 2019
⬢ My first CFP
7
https://devrel.tokyo/japan-2019/

8. JAWS-UG
8
https://jaws-ug.jp/
⬢ A group (community) of people who use
cloud computing provided by AWS (Amazon
Web Services)

9. Security-JAWS
9
⬢ Specialized branch dealing with the theme of
AWS x Security in JAWS-UG
https://s-jaws.doorkeeper.jp/

10. JAWS-UG Nationwide
10
：Branches I currently manage

11. DevRel
AWS employees who
support the growth of the
community through
organic collaboration
DevRel & Community Management
Community Management
AWS User Group folks
● AWS User Group (Incl JAWS-UG)
● AWS User Group Leader
● AWS Heroes
● AWS Community Builders
● AWS Samurai
● etc 11
⬢ Relationship of AWS and JAWS-UG
Domestic/
Overseas
Japan Only

12. AWS HERO
12
⬢ AWS HEROとは
AWS HERO
https://aws.amazon.com/jp/developer/community/heroes/

13. コミュニティ参加運営の(個人)歴史
History of Community Participatory & Management
2

14. Timeline
14
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2008
2005
Social gathering for
300+ new employees
from the same period
Attended
JAWS FESTA 2014
Tohoku
Attended
JAWS DAYS 2016
Writed AWS Books
Starting Security-JAWS
Talked at
JAWS DAYS 2018
Attended
JAWS DAYS 2020
Awarded AWS Samurai
Hosted JAWS SONIC 2020
Awarded AWS
CommunityBuilder
Talked at AWS Summit
Talked at AWS
Community APAC 2022
Attendted
JAWS DAYS 2013
Join OWASP Japan PR
Team
Talked at AWS Summit
Attended JAWS DAYS
2015
Attended ssmjp
Talked at
JAWS DAYS 2017
Starting X-Tech JAWS
Hosted JAWS DAYS 2019
Awarded
AWS Samurai
Talked at
DEVREL/JAPAN
CONFERENCE 2019
Awarded AWS
Community Hero
Awarded AWS Samurai
Attended AWS Summit
Hosted
JAWS Pankration 2021
Talked at
DEVREL/JAPAN
CONFERENCE2023
Formed a heavy metal
fan club
Event
Participants
Community
Manager
Title
Holder
AWS HERO

15. Attended the JAWS-UG Events
⬢ JAWS DAYS 2013 (Tokyo)
⬡ The heat of JAWS-UG was amazing
⬢ JAWS FESTA 2014 TOHOKU
⬡ I want multiple colleagues to know
about AWS
⬡ Despite being held locally, I was
impressed by the scale of the event.
15
https://jawsdays2013.jaws-ug.jp/
https://jft2014.jaws-ug.jp/

16. Joined OWASP Japan PR Team
16
https://owasp.org/www-chapter-japan/
⬢ Joined the first community management
in 2015
⬡ OWASP ZAP
⬡ OWASP Top10
⬢ Translation and PR of existing tools
⬢ Providing Solutions to Security Issues
Surrounding the Web
⬡ the significance of output

17. Starting Security-JAWS
⬢ Starting Security-JAWS for the first time in 2016
⬢ Management started with 10 people
⬡ Gathered by volunteers who like security
⬡ Look at other branches, let's launch!
⬢ We hold the stage offer and the venue
⬢ The real pleasure of management is being
able to adjust the session we want to listen to
17
https://s-jaws.doorkeeper.jp/
キャンセル待ち150人！Security-JAWS第1回で現場の苦労を見た
https://ascii.jp/elem/000/001/164/1164664/

18. Published the AWS book
(Collab works)
⬢ 2016/8/1 release
⬢ 効果的な導入・運用のための Amazon Web
Services活用入門/マイナビ出版
⬢ First output in the form of a book
⬢ Participated in writing by JAWS-UG members
at the time
18
https://book.mynavi.jp/ec/
products/detail/id=54224
Authors: 石井 大河 (著), 板橋 正之 (著), 内田 学 (著), 大串 肇 (著), 岡本 秀
高 (著), 片山 暁雄 (著), 金春 利幸 (著), 立花 拓也 (著), 得上 竜一 (著), 永
淵 恭子 (著), 中井 勘介 (著), 中丸 良 (著), 新沼 貴行 (著), 西島 幸一郎
(著), 松井 基勝 (著), 山﨑 奈緒美 (著), 吉江 瞬 (著)

19. Started X-Tech JAWS
⬢ Started X-Tech JAWS in 2017
⬡ ***-Tech is collectively called X-Tech.
⬢ Presenting offer to companies using AWS at
X-Tech (eg.FinTech, AgriTech, etc)
⬢ Talk about both Biz and Tech
⬢ Have web media people write articles
⬢ New businesses are born from cross-talk
between different industries at social gatherings
19
https://xtechjaws.doorkeeper.jp/

20. Led the JAWS DAYS 2019
⬢ Appointed executive committee
chairperson of JAWS-UG's largest event
⬢ 2,400 applied, 2,000 participated
⬢ Incorporating new ideas and achieving
everything -> Well-Being
⬢ DevRel is a community-run guardrail
and a good partner
20
https://jawsdays2019.jaws-ug.jp/
満漢全席ごちそうさま！おもてなし心にあふれた
JAWS DAYS 2019
https://ascii.jp/elem/000/001/821/1821120/

21. Named AWS SAMURAI 2018
⬢ Consecutive awards in 2019 and 2020
⬢ Very honored award for me!
⬢ February 23rd is still a special day
⬢ lead to motivation
⬢
21
https://ascii.jp/elem/000/001/821/1821120/
https://aws.amazon.com/jp/blogs/news/aws-samurai-2018/

22. 22

23. Led the JAWS SONIC 2020
⬢ In COVID-19, an attempt in the midst
of being forced to go online
⬢ All JAWS-UG branches (nearly 80
branches at the time) were invited,
and 53 branches participated (?)
⬢ 24 hours non-stop online 66
sessions
⬢ I wanted to do a Festival
23
https://jawssonic2020.jaws-ug.jp/

24. Named AWS COMMUNITY HERO
⬢ AWS HERO Awarded in Mar 2021
⬢ I am very happy that my efforts
have been recognized globally.
⬢ The benefits of becoming a HERO are great
⬡ AWS re:Invent free PART
⬡ $2,000 coupon/year
⬡ etc
24
https://aws.amazon.com/jp/developer/
community/heroes/shun-yoshie/
JAWS-UG で僕らの世界は広がった。ふたりの AWS ヒーローによるコミュニティ活用のススメ
https://aws.amazon.com/jp/builders-flash/202106/aws-heroes-interview/

25. Led the JAWS PANKRATION 2021
⬢ Interact more with tough engineers
from other countries
⬢ I wanted to do a crazy event involving
these people
⬢ Simultaneous interpretation by
handing out Pocketalk to speakers
⬢ 24-hour non-stop follow-the-sun
event
25
https://jawspankration2021.jaws-ug.jp/
JAWS PANKRATION 2021 Up till Down ～振り返り～
https://www.youtube.com/watch?v=ysiDLP0Bxr0

26. Talked at AWS Summit 2022
⬢ Panel presentation by AWS HEROES
⬢ Attending with these members
⬡ Serverless Hero x2
⬡ Data Hero x1
⬡ Community Hero x2
⬢ It's fun to be on stage
26

27. Closed X-Tech JAWS
27
X-Tech JAWS、僕なりにやりきったので、このコミュニティをたたむことにしました
https://note.com/typhon666/n/na757a67cbd92
⬢ Declaration to close X-Tech JAWS within AWS
Summit
⬡ I really wanted to continue
⬢ Im burnt out, even with the support of DevRel
⬡ The reason is also written in my blog
⬢ It's hard to reboot a dead community, and
even harder to keep going

28. Talked at AWS COMMUNITY APAC 2022
⬢ In an overseas community for
the first time
⬡ Participate
⬡ CFP
⬡ Have a stage
⬢ Hero is NOT an honorary position
⬢ New opportunity to go inside out
28
AWS APAC Community Summit 2022に登壇した話
https://note.com/typhon666/n/ne6a5c927d727

29. Attended AWS re:Invent 2022
⬢ First time in Las Vegas, I met AWSUG members in the world
⬢ I wanted these people to know about JAWS PANKRATION,
but I was rejected by CFP
⬢
29

30. I became HERO thanks to the people involved
⬢ Supported by AWSJ/AWS (DevRel)
⬡ They trusted me and gave me a chance
⬢ Supported by Executive Committee & Branch Members
⬡ We could reach the same goal
⬢ Supported from people around me
⬡ To share the event, to output
⬢ I was able to do my own community management 30

31. 継続的コミュニティマネジメント
Continuous Community Management
3

32. My way of community management
⬢ community management for the first time in 2015
⬢ I want to
⬡ create meaningful value
⬡ collaborate profitably
⬢ Reasons for early participation in community management
⬡ Information gathering
⬡ making connections
⬡ Confirm your position
32

33. My meaning of existence in the community
33
⬢ The value created in the community
⬢ what do you want
⬡ to do in the community?
⬡ your community to look like?
⬡ to manage community?
⬡ to hold a study session?
⬡ to provide open source knowledge?

34. My continuous community management
1. P-MVV (in the community/myself)
2. Following
3. Community Marketing
4. Branding
5. Feedback and Future Work
6. Output
7. Social Capital
34

35. 1. P-MVV
⬢ Purpose (Why):
⬢ Mission (What):
⬢ Vision (Where):
⬢ Value (How):
35

36. My P-MVV on community (e.g.JAWS-UG)
⬢ Purpose (Why):
⬡ Improving and contributing to the brand of AWS
⬢ Mission (What):
⬡ Increased awareness of JAWS-UG
⬢ Vision (Where):
⬡ Activities in JAWS-UG spread to all over Japan and the world
⬢ Value (How):
⬡ Sharing fun, JAWS-UG Statements
36

37. My P-MVV on community (e.g.Security-JAWS)
⬢ Purpose (Why):
⬡ To use AWS more securely
⬢ Mission (What):
⬡ Increased awareness of Security-JAWS
⬢ Vision (Where):
⬡ Continuous transmission and Go global
⬢ Value (How):
⬡ Study sessions, NISC Collab, Interviews, Report creation
37

38. JAWS-UG Values (statements)
⬢ Have a fun!
⬢ Make a difference!
⬢ Go global!
⬢ Find new heroes!
38
https://jaws-ug.jp/about-us/

39. (some)
contribution
confidence
dignity
impact on others
community
attribution
Community Attribution
⬢ To people before access
⬡ effort to compromise
⬢ To people after access
⬡ Confirmation of standing position
⬡ Importance of following access people
⬡ Opening doors to the community
⬡ Continuously create meaningful value
39
access

40. 2. Following
⬢ Follow people reaching access
⬢ Follow people reached access
⬡ Encourage continued participation
⬡ Learning output
⬡ Experience output
40
- Through the community, feel the practical benefits of anything
- Experiential, technical, social, mental, etc
(some)
contribution
confidence
dignity
impact on others
community
attribution
access

41. 3. Community Marketing
⬢ Community self-driven
⬢ Continue holding study sessions
⬢ Support for ongoing activities from AWS
⬢ Exhibit at AWS Summit
⬢ AWS Book publishing
⬢ Weekly Japan AWS user group report
⬢ Review of “aws what's new” (#ohayo_aws)
⬢ Follow-up on JAWS-UG by AWS employees
41
JAWS
AWS
(some)
contribution
confidence
dignity
impact on others
community
attribution
access

42. Involving Power
⬢ Planning to involve new people
⬢ Proactive cooperation from others
⬡ Collab with other COMM/organizations
⬡ Collab with speakers and fans
⬡ Large-scale event
⬡ Collab with JAWS-UG other branches
⬡ Collab with AWS Security Department
⬡ JAWS DAYS / JAWS PANKRATION
42
(some)
contribution
confidence
dignity
impact on others
community
attribution
access

43. Why “Involving Power”
⬢ Building new relationships and trust
⬢ Capture new ideas
⬢ Create opportunities for those involved
⬢ Providing a trigger for inside out
43
- Half of the assigned members are fixed in order to proceed smoothly
with the event
- Especially distribution infrastructure and operations
- Change the other half to create new ideas and opportunities
- Especially front-end and PR etc
- Discover the next member to become “Find New Heroes”
(some)
contribution
confidence
dignity
impact on others
community
attribution
access

44. “
The behavior will change
if the mind changes.
Habits change if action changes.
Personality will change
if the custom changes.
The destiny will change
if the personality changes.
by William James
44

45. 4. Branding
⬢ Pursuit of originality
⬢ Continuous differentiation
⬡ The difference is filled when it is followed
⬢ Inner Branding and Outer Branding
⬢ (IN) Branding within JAWS-UG and for AWS
⬢ (OUT) External branding
⬡ In JAWS-UG, it feels like everyone who outputs is
naturally able to do both branding
45

46. 5. Feedback and Future Work
⬢ Feedback on what you have done
⬡ Issue: Improvement of questionnaire collection rate
⬡ Differences between domestic and overseas surveys
⬢ Importance of retrospectives
⬢ Next action
⬢ How will it be reflected in community management?
46
Future work becomes the next vision and output

47. 6. Output
⬢ Reflect the learning gained from
experiences such as study groups in
expressions and activities
⬡ Event review event
⬡ Take the stage myself
⬡ SNS (Blog, Tweet)
47
https://aws.amazon.com/jp/campaigns
/manga/vol11-2/
Hold a retrospective event for the sponsored event
(re:Cap, re:Port Back, re:Verse, re:Trospective)

48. No Output, No Life. Let's enjoy OUTPUT!!
48
#ssmjp
https://ssm.pkan.org/

49. 49

50. Amazon “Our Leadership Principles”
⬢ At AWS COMMUNITY APAC 2022(Thailand),
an award was given based on these
principals
⬢ The following two winners from Japan:
⬡ Mr. Yamaguchi (Chiba)(DELIVER RESULTS)
⬡ Mr. Matsui (Hamamatsu)(INSIST ON THE HIGHEST
STANDARDS)
50
Leadership Principles - About Amazon
https://www.amazon.jobs/content/jp/our-workplace/leadership-principles

51. Amazon “Our Leadership Principles”
⬢ It is often said that I practice the following two things
⬢ Bias for Action
⬡ Speed of decision and action
⬢ Think Big
⬡ Branch Management ->
JAWS DAYS (on-site big event) ->
JAWS SONIC (24H online) ->
JAWS PANKRATION (Global / SIS / 24H online) -> ???
51

52. “
Speed matters in business. Many
decisions and actions are reversible
and do not need extensive study. We
value calculated risk taking.
52
Bias for Action

53. “
Thinking small is a self-fulfilling
prophecy. Leaders create and
communicate a bold direction that
inspires results. They think differently
and look around corners for ways to
serve customers.
53
Think Big

54. 7. Social Capital
54
⬢ For Robert David Putnam, social capital refers to
‘features of social organizations, such as networks,
norms and trust that facilitate action and
cooperation for mutual benefit’.

55. Social Capital
55
⬢ Invisible value (power of connection)
⬢ Repeated accumulation is important for
communities and individuals
Social
Capital
Mutual respect
Microservice
Trustworthy organization
Low
High
Social Capital
(some)
contribution
confidence
dignity
impact on others
community
attribution
access
Norms
Trust
Network

56. Social Capital
56
⬢ Bonding Social Capital
⬢ Bridging Social Capital
⬡ JAWS-UG is not too blocky, not too loosely coupled
(↑)Bonding&Bridging(→)

57. As a result of JAWS-UG's continued
accumulation of social capital
⬢ Domestic
⬡ A well-known name in the IT community
⬡ Easy to join
⬡ Indiscriminate
⬢ International
⬡ Acclaimed
⬡ Role model
57

58. The problem of social capital
⬢ Inherent danger of exclusivity
⬡ conflict between communities
⬡ Racism
⬡ Relationship cracks
⬡ Harassment
⬡ etc.
58

59. Expand the xxx of activities
⬢ Field
⬡ Expand your activity space
⬢ Range
⬡ Expand your consciousness space
59
Com
A
Com
B
Com
C
Com
D
Com
E
Com
F
Com
A
Expanding consciousness space
rather than activity space
<
Emotion
Intention
Thinking Emotion
Intention
Thinking

60. How can JAWS-UG expand range of activities?
⬢ Have a fun!
⬢ Make a difference!
⬢ Go global!
⬢ Find new heroes!
60
With these two things in mind,
we held JAWS PANKRATION
https://www.slideshare.net/Typhon666_death/
20211120-jaws-pankration-2021-opening-remarks

61. “
There are AWS user groups all over the
world, and active exchanges are taking
place across countries and regions.
As one of the worldwide user groups,
we are pleased to be able to participate
in flat exchanges and contribute to the
growth of international user groups.
61
Go global!

62. My own “Go global!”
⬢ Held JAWS PANKRATION
⬢ Management was selected from each branch and involved
⬢ Bringing shy Japanese speakers to the
global event to lower the threshold
⬢ I also wanted to take the stage
overseas and CFP
⬢ There were direct impressions from the
participants at the stage in Thailand
62
Go
Global
Planning
SIS
Fun
Suitable
Relief

63. “
We believe that you can grow more by
taking on the challenge of speaking
once rather than participating in 100
study sessions.
Through community activities, we
share not only the knowledge and
experience that each individual has, but
also the opportunity for everyone who
contributes to JAWS-UG to
become a hero.
63
Find new heroes!

64. My own “Find new heroes!”
⬢ Newcomers to JAWS-UG
⬡ Students and teachers at High School
⬡ “It was a dream to be on stage at JAWS-UG."
⬡ Global speakers at JAWS PANKRATION
⬢ New people participating in the operation
⬡ Executive committee chair of the next event
⬡ Setting up and running a new branch
⬢ Someone I want to shine next (AWS HEROES candidate!?)
64

65. My continuous community management
1. P-MVV (in the community/myself)
2. Following
3. Community Marketing
4. Branding
5. Feedback and Future Work
6. Output
7. Social Capital
65

66. JAWS-UGの支部運営
JAWS-UG Branch Management
4

67. Continuous Community Management
(eg.Security-JAWS)
⬢ Always take in new ideas (originality)
⬡ My goal is to be highly evaluated by all Security-JAWS
67
Initial
⬢ Study sessions
⬢ Collab other
branches
Until now
● Workshop
● Collab NISC(Gov Org)
● Interview
● Report creation
(Japan target)
From now
● Report creation
(Overseas target)
● ???

68. 一期一会
Ichigo Ichie (once-in-a-lifetime chance)
5

69. A once-in-a-lifetime chance with “people”
⬢ “In our age of complete distraction and our
culture of instant gratification, when we often
fail to listen, and engage only superficially
with our surroundings, each person contains
a key that can open the door to attention,
harmony with others, and love of life.”
⬢ Cherish every moment
⬢ Don't end with “Ichigo Ichie"
69
https://www.amazon.co.jp/Book-Ichigo-I
chie-Making-Japanese/dp/0143134493

70. A once-in-a-lifetime encounter with “chance”
⬢ Chance: What you are experiencing will never happen again
⬡ To be the executive chairperson of JAWS DAYS 2019
⬡ AWS COMMUNITY APAC 2022 CFP adopted
⬡ Offered as keynote for DevRel/Japan CONFERENCE 2023
⬢ Reach for opportunities that start with offers
⬡ Easy to refuse, hard to accept
⬢ Participating and experiencing events that you are not good at
⬡ Opportunities for inside out and mind change
70

71. 推薦図書
Recommended Books
6

72. Recommended Books
⬢ Introducing books that were particularly helpful in
verbalizing explicit knowledge at this event
⬢ Introducing 3 books together with the book that
became the basis of community management
72

73. People Powered:
How Communities Can Supercharge Your Business, Brand, and Teams
⬢ Jono Bacon (Author)
⬢ Create a place of value for everyone
⬢ Do worthwhile work together
⬢ I've been subconsciously doing what's
documented here, and reading the book
convinced me
73
https://gihyo.jp/book/2022/
978-4-297-12769-5
https://www.amazon.co.jp/People-P
owered-Communities-Supercharge-
Business/dp/1400214882
(EN)
(JP)

74. 手にとるようにわかるブランディング入門
⬢ 金子 大貴(著)/かんき出版
⬢ 経営のためのブランディングはコミュニティ
でも通じる
⬢ 自分自信のアウトプットと掛け合わせること
で、己のブランディングにも活かせられる
74
https://kanki-pub.co.jp/pub/book/
details/9784761276294
(JP)
Since this is an introduction to Japanese
branding, I think it would be fine to use
something from your own country.

75. もし高校野球の女子マネージャーが
ドラッカーの『マネジメント』を読んだら
⬢ 岩崎 夏海(著)/ダイヤモンド社
⬢ 通称「もしドラ」
⬢ ドラッカーの「マネジメント(エッセンシャル
版)」× ラノベ
⬢ それを女子高生マネージャーが野球部で実
践し、甲子園にいくストーリー
⬢ マネジメントの入りとしてはベスト
75
https://kanki-pub.co.jp/pub/book/
details/9784761276294
(JP)
A story about a high school girl who read
Dragger's management book and
strengthened her baseball club. In other
words, read Dragger Management.

76. AWS COMMUNITY APAC 2022登壇
⬢ 2015年に初のコミュニティ運営参加
76

77. Acknowledgments
⬢ I would like to thank Kohei “MAX” Matsushita (AWS
Community Hero) for checking the English translations
and helpful discussions.
Kohei "Max" Matsushita
https://aws.amazon.com/developer/community/heroes/kohei-matsushita/

78. THANKS!
Any questions?
You can find me at:
⬢ : @typhon666_death
⬢ : typhon666.death
⬢ : Shun Yoshie
78