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20180715 devrelcon_comunitymarketing

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Hideki Ojima
Hideki Ojima

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。

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2018/07/15 Hideki Ojima | Parallel Marketer / Evangelist @hide69oz http://stilldayone.hatenablog.jp/ The Zen of Community Marketing
Give me “YOUR” feedback with #DevRelCon ...Because “YOUR” feedback is a part of this session contents
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.
Today’s theme Community Marketing
Marketing?
https://en.wikipedia.org/wiki/Marketing Do you know?
3 key elements of Marketing • Who • What • How
Don’t start without Who / What • Who • What • How
Community Marketing is a Good way to find “Who” and “What”.
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
https://tech.nikkeibp.co.jp/it/atclact/active/16/033100020/040300100/ Japan Cloud Market Share Research by NIKKEI
Community Marketing movement in Japan
https://webtan.impress.co.jp/e/2018/03/07/28085 Finally, MANGANIZED!
Would you like to build “YOUR” Community like this?
What is Community Marketing?
Efficient, Scalable, and Frugal.
【Legacy Mass Marketing 】 【Community Marketing】 Efficient!!
【Traditional Marketing Funnel】 【Community Marketing Funnel】 MAL MQL SQL POC MRR YoY Growth 20% 20% 30% 50% FAN Scalable!! Conversion Acquisition
Frugal!!
Because Customers acquire new customers through the community
What is the Key for Community Building?
“NOT FUN” community sucks!
“Just FUN” community also sucks!
How to build and grow the community for your marketing?
Follower makes Leader https://www.ted.com/talks/derek_sivers_how_to_start_a_movement?language=ja
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
= Role model Followers Wannabes YOUR 1st pin You need 1st PIN
Role model Followers Wannabes You need 1st PIN 5% 15% 80% Enthusiastic Fan & Contents Generator FAN and Contents Followers Interests in contents
3 First Principles for creating your 1st pins • Context First • Output First • Off-line First
Context is IMPORTANT!
Pizza & Beer are NOT context
Output brings inputs
REAL Voice of Customers (VOC) is POWERFUL and PRICELESS vs.
Sell through the Community Without output… Output accelerates acquisitions Vendor / Provider Vendor / Provider Community Community
From Off-line to On-line growth cycle Off-line On-line Off-line On-line# of Participants / Output Time
Items for Community Growth Icon, Logo (on Stickers, T-Shirts, Web…etc) Hashtag (for Twitter, facebook, Blog, Youtube..) Recognition #jawsug #jawsdays
Contextual and Regional Growth Regional Contextual
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
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
Before starting Community Marketing
You Need FAN
If you don’t have enough FAN…
Enthusiasm is fuel for community building Fan > Influencer
Find “YOUR” 1st pin
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
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
Yes, DevRel is one of the good ways to find 1st PIN!
KPI：Quantity & Quality
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
Quality KPIs • Enthusiasm • Quality of Community Leaders • Self-motivated Not Measurable, but important
Let’s get a STRIKE!!!!
You can start Today!
Questions?

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