session slide of #DevRelCon Tokyo about community marketing --- 2018/07/15開催 DevRel Conference Tokyo 2018 でのプレゼンテーションです。

1. 2018/07/15
Hideki Ojima | Parallel Marketer / Evangelist
@hide69oz
http://stilldayone.hatenablog.jp/
The Zen of Community Marketing

4. Give me “YOUR” feedback with
#DevRelCon
...Because “YOUR” feedback is a part of
this session contents

5. 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.

6. Today’s theme
Community Marketing

7. Marketing?

8. https://en.wikipedia.org/wiki/Marketing
Do you know?

9. 3 key elements of Marketing
• Who
• What
• How

10. Don’t start without Who / What
• Who
• What
• How

11. Community
Marketing is a
Good way to find
“Who” and “What”.

12. Benchmark: JAWS-UG
Launched in 2010
↓
2017 results
Subsidiaries：50＋
Meetups： 260回
Total attendees： 9,300名
Annual conference:
JAWS DAYS 2018 (2018/3/10)
Registrations：around 2,000

13. https://tech.nikkeibp.co.jp/it/atclact/active/16/033100020/040300100/
Japan Cloud Market Share Research by NIKKEI

14. Community Marketing movement in Japan

15. https://webtan.impress.co.jp/e/2018/03/07/28085
Finally, MANGANIZED!

16. Would you like to build
“YOUR” Community like this?

17. What is
Community
Marketing?

18. Efficient, Scalable, and Frugal.

19. 【Legacy Mass Marketing 】 【Community Marketing】
Efficient!!

20. 【Traditional Marketing Funnel】 【Community Marketing Funnel】
MAL
MQL
SQL
POC
MRR
YoY
Growth
20%
20%
30%
50%
FAN
Scalable!!
Conversion
Acquisition

21. Frugal!!

22. Because Customers
acquire new customers
through the community

23. What is the Key for
Community Building?

25. “NOT FUN” community
sucks!

27. “Just FUN” community
also sucks!

28. How to build and grow the
community for your marketing?

29. Follower makes Leader
https://www.ted.com/talks/derek_sivers_how_to_start_a_movement?language=ja

30. 3 steps for Community Growth
--Like a Camp Fire
Strp1: Find community leaders
(role model) as an ignition point
Step3: Then, Open to wannabes
Step2: Gather followers to make
a fire

31. =
Role model
Followers
Wannabes YOUR 1st pin
You need 1st PIN

32. Role model
Followers
Wannabes
You need 1st PIN
5%
15%
80%
Enthusiastic Fan &
Contents Generator
FAN and Contents
Followers
Interests in contents

33. 3 First Principles for creating your 1st pins
• Context First
• Output First
• Off-line First

34. Context is IMPORTANT!

35. Pizza & Beer are
NOT context

36. Output brings inputs

37. REAL Voice of Customers (VOC) is
POWERFUL and PRICELESS
vs.

38. Sell through the Community
Without output…
Output accelerates acquisitions
Vendor /
Provider
Vendor /
Provider
Community
Community

39. From Off-line to On-line growth cycle
Off-line
On-line
Off-line
On-line# of Participants
/ Output
Time

40. Items for Community Growth
Icon, Logo
(on Stickers, T-Shirts, Web…etc)
Hashtag
(for Twitter, facebook, Blog, Youtube..)
Recognition
#jawsug
#jawsdays

41. Contextual and Regional Growth
Regional
Contextual

42. Community Marketing vs. Community Management
Community
Management
Community
Marketing
Marketing
Objective:
・Maintain the Community
Focus:
・Repeaters
・Have Fun
・Relationship
Objective：
・Sell through the Community
Focus:
・Growth (New Attendees ratio)
・# of outputs (contents generation)
・Self-propelled

43. Customer Success x Community Marketing is “TURBO
CHARGER” for Subscription Business
Awareness
Demand Generation
Lead Qualification
（MQL → SQL）
Onboarding
/PoC
Cross / Up
Sell （ MRR/LTV ）
Community
Marketing
Customer
Success
Generate
FAN Continuously
Onboarding, etc
Voice of Customer (VOC)
Generates demands for
Prospects.
Best Practice Sharing
By customersSupply
additional FAN
the Community
Continuously
FAN

44. Before starting
Community Marketing

45. You Need
FAN

46. If you don’t have enough FAN…

47. Enthusiasm is fuel for community building
Fan > Influencer

48. Find “YOUR” 1st pin

49. 1st PIN
Finding
Phase
1st PIN
Selection
Phase
1st PIN
Developing
Phase
1st PIN
Self-propelled
Phase
Finding 1st PIN from FAN
Meet Make Sure Encourage
Reselection
Community
Kick Off

50. 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

51. Yes, DevRel is one of the good
ways to find 1st PIN!

52. KPI：Quantity & Quality

53. Quantity KPIs
• Ratio of New Participants (off-line)
• Total Participants (off-line / on-line)
• # of tweets, social posts, blogs, Slidehsare, etc
• # of meetups and area
• NPS
Measurable by Tools

54. Quality KPIs
• Enthusiasm
• Quality of Community Leaders
• Self-motivated
Not Measurable, but important

55. Let’s get a STRIKE!!!!

56. You can start Today!

57. Questions?