The document discusses how to build a successful community like JAWS-UG, the largest cloud computing user community in Japan. It provides three key lessons: 1. Sell through the community, not to it, by finding "pins" like role models and followers within interest groups to generate content. 2. Follow three principles for community design: focus offline events first, prioritize content output, and understand members' contexts. 3. Grow the community through three steps - find key leaders, encourage followers to become leaders, and provide frequent offline opportunities like meetups. The JAWS-UG case study demonstrates how connecting influencers across interests and maintaining community metabolism through initiatives and recognition helped it expand across

1. How to Build “YOUR” Community
2017/03/18
Hideki Ojima | @hide69oz
http://stilldayone.hatenablog.jp/

2. Thank You for Your Inviting!

3. 3/11/2017
TOC Messe, Tokyo, Japan

4. • Sessions: 50+ (8tracks）
• Entry:1,500＋
• Attendees: 1,200+
• Sponsors: 30＋
• Volunteers in Event Organizer team: 100+
http://jawsdays2017.jaws-ug.jp/

6. 100% Organized by Community
Members

7. Pre-Day Event:
International User Community Meetup
Guests from Taiwan / Korea / Singapore

8. After-Day Event:
JAWS-UG Leaders Meetup

9. Would you like to build
“YOUR” Community like this?
想建立屬於"您"的社群嗎？

10. Today, you can learn…
“Sell Through the Community” Strategy
3 “First” Principles for Community Design
3 Steps for Community Growth
Through the Actual JAWS-UG Case Study.

11. Who am I ?

12. Hideki Ojima,
2009 – 2016
Head of
Japan Marketing,
AWS
http://ascii.jp/elem/000/001/221/1221319/

13. A Community Designer
of JAWS-UG,
The Largest User Community
of Cloud Computing in Japan

14. Just Started Parallel Career
• 25+ Years Experience in IT Marketing
• 1991 - PFU
• 1999 - JetFrom / Accelio
• 2002 - Adobe
• 2009 - Amazon Web Services
• 2017 - InstaVR
CMO
Stripe Japan
Evangelist
MOONGIFT
Community Manager
Rider’s Garage
Community Manager
EventRegist
Community Growth Manager

15. Increase The GDP
of the Internet
DevRel Evangelize
Marketing Services
Make Your VR Apps
in minutes

16. Launched My New Community -- #CMC_Meetup
(Community Marketing Community Meetup)
Community for learning
“Community Marketing”
Since 2016 Nov -
https://www.facebook.com/groups/552515584953588/

17. CMC_Meetup is Growing based on Strategy,
Principles, and Steps
0
50
100
150
200
250
Vol.1 Vol.2 Vol.3 Vol.4
CMC_Meetup 参加者推移
# of FB Group # of Entry

18. Benchmarking: JAWS-UG

19. JAWS-UG
JAWS-UG = Japan AWS User Group
Since 2010 from Tokyo

20. Keep Expanding…

21. Now, there are 50+ subsidiaries in Japan

22. JAWS-UG’s movement makes many followers
AWS Users in APAC
AWS Partners
in Japan
Competitors in Japan

23. Why Community?

24. Good resource pool for
“Contents” Creation to
your Target !

25. Content is King!
※出典： http://web.archive.org/web/20010126005200/http://www.microsoft.com/billgates/columns/1996essay/essay960103.asp

26. Community is …
Contents Generator
Contents Exchanger
Contents Archives
about common / specific topics

27. JAWS-UG is …
Contents Generator
Contents Exchanger
Contents Archives
about AWS!

28. JAWS-UG on ASCII.JP
Curation Media
about JAWS-UG has
lauched!
(since 2016 June)
http://ascii.jp/jaws-ug/

29. “YOUR” Community can be …
Contents Generator
Contents Exchanger
Contents Archives
about Your Products / Tech / Topics!

30. Why Community Works?

31. Peer talk works well for
Listening
Learning
Respecting
…. and having Fun!

32. How to Deliver the Contents to
Appropriate Target?

33. Bowling Pin Strategy

34. Bowling Pin Strategy
Don’t Sell to the Community
Sell Through the Community
Vendor /
Provider
Vendor /
Provider
Community
Community

35. Find “YOUR” 1st pin

36. =
Role Model
Followers
Wannabes
YOUR 1st pin

37. 3 First Principles for creating your 1st pins
• Off-line First
• Output First
• Context First

38. How to build & grow
Community?

39. #1 Find Key Leaders (Role Model)
#2 Followers make Leaders
#3 Frequent opportunities of off-line meeting
3 Steps for community growth

40. AWS Book Authors
Java Community
Web Developers
Community
Customers
Bloggers on Cloud
Computing
• Find seeds of community leaders from several groups
• Social network / existing communities are good
resources to find / meet them
• Connecting Dots!!!
Find key Leaders: Connecting Dots

41. Passion is fuel the for community building
Fan > Influencer

42. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
Follower makes Leader

43. Key Triangle for community growth
[Study Group]
=> Information Exchange & Generation
[Drinking]
=> Know each other in person
[SNS/Web]
=> Keep and strengthen the engagement
Beginners for AWS
Join! Information feed
Encouraging & Mentoring
Feedbacks
Connect!!

44. Beginners Only meetup

45. Specific topic meetup

46. Recent Hot Topics…
• Serverless Architecture
• Container Architecture
• DevOps
• Big Data
• Securities
• CLI
• Workshop for AWS Certification test
• Amazon Alexa / Echo

47. Initiatives for keeping forward
• JAWS re:Boot
• JAWS re:Mote
• JAWS re:Cap

48. Speaking opportunity is also important
“Lightning Talks” is quite
common format in Every
JAWS-UG because it is
good way for making
speaking opportunities for
newcomers.

49. https://www.facebook.com/AwsHub

50. Metabolism is Healthy thing!
20112010
2012
2009
2014 2015
2013
2016

51. Some key Items for community growth….
Icon Images
(on Stickers, T-Shirts, Web…etc)
Hashtag
(for Twitter, facebook, Blog, Youtube..)
Recognition
#jawsug
#jawsdays

53. JAWS-UG goes Enterprise: E-JAWS
(Enterprise JAWS-UG)
“CIO talks CIOs” Community

54. Now, you have already known…
“Sell Through the Community” Strategy
3 “First” Principles for Community Design
3 Steps for Community Growth
Through the Actual JAWS-UG Case Study.

55. You can start Today!

56. Questions?