Grow Together with Users! Community Growth Lessons from 1.5 Years of Practice

This presentation was given at DevRel Kaigi 2025.

https://devrelkaigi.org/ja

Transcript

1. Grow Together with Users! Community Growth Lessons from 1.5 Years of Practice 2025.10.04 DevRelKaigi 2025 Day3 primeNumber Inc. Marketing Department Community Manager Kana Kitagawa
2. 2 Kana Kitagawa (@knuna_t) primeNumber Inc. Marketing Department Community Manager Communities Managed • primeNumber User Group (pUG) • Data Engineering Study (DES) Work Experience • Apr 2020 – Jan 2024: Classmethod, Inc. ◦ Project Manager / Technical PR • Feb 2024 – Present: primeNumber, Inc. ◦ Community Manager Things I Love • Communities • Craft Beer
3. 目次 3 1. Introduction to primeNumber 2. What is the primeNumber User Group? 3. The Journey of Our Community 4. The Future We Aim to Create Through Our Community 5. Summary
4. 会社概要
 4 株式会社primeNumber
 
 代表取締役CEO 田邊 雄樹
 
 2015年11月
 
 約130名
 
 約34億円
 
 東京都品川区上大崎 3丁目1番1号
 JR東急目黒ビル5F
 
 会社名
 
 代表
 
 創業
 
 メンバー数
 
 累計調達額
 
 オフィス
 
 © primeNumber Inc.
6. 6 primeNumberが提供するサービス 
 データマネジメント各フェーズの課題に応えるべく、複数のSaaSを提供しています。 また、コンサルティングサービスは、すべてのフェーズをワンストップで支援可能です。 © primeNumber Inc. 活用 分析 可視化 蓄積
 統合
 点在
 データ利活用の実現に向けた 
 ゼロからのステップをワンストップでサポート 
 クラウドETLサービス
 AIデータプラットフォーム 

7. 7 What is primeNumber User Group?
8. 8 Vision: Growing Leaders in Japan’s Data Management Open to all: existing product customers, non-users, and free-plan users can participate. Operated together with 3 community leaders: 2 from user companies, 1 from a partner company. Events held 25 events Presenting companies Over 20 X posts (2025) 1200 posts
9. 9 The Journey of Our Community
10. 10 Initiatives as a Community Manager A community manager doesn’t have to do everything alone! Setting goals Selecting community leaders Adjusting community policies
11. 11 The Journey of Our Community Department transferred from Customer Success to Marketing CS Marketing Nov 2022 First event held In 2024, Department transferred May 2024 Meetings with leader candidates migrated to connpass Started reconsidering group name Dec 6, 2024 Leaders announced at flagship event "01" User group name is changed Jul 2024: Leaders appointed Existing customers only Department Target People interested in data management Feb 2024 OWWH framework completed
12. 12 Reason for transferring from Customer Success to Marketing: Objective: Establish primeNumber as the go-to product in data technology Action: Filled out the OWWH framework with guidance from manager and predecessor Customer Success Marketing Target Existing customers only People interested in data management Objective Improving existing customer satisfaction & preventing churn → Customer understanding Building brand recall → Customer nurturing & creation How to join Sent Google Forms to selected customers Published event page on connpass
13. 13 What is OWWH Framework? Clarifying the community’s purpose https://speakerdeck.com/hideki_ojima/20250422-cmctokyo35?slide=16
14. 14 Benefits of Using the OWWH Framework Helps avoid the illusion of progress when simply running events. Since communities are managed with a purpose, it’s important to clearly define goals and align with stakeholders Clarifies how to progress through the community
15. 15 OWWH Framework – Feb 2024 Snapshot Community Mission: Provide a space where customers can continue to grow (creating a growth cycle) Help customers become top leaders in Japan’s data market 【定量的なObjective】 ・3年後に国内XXX社、ARRXXX 円のサービスになる 【定性的なObjective】 ・データテクノロジーにおいて primeNumberの製品が第一想起 される ・国内の主要IT系イベントで primeNumberの名前を聞かない 日はない Business Objective (3 years from now – by Oct 2026) 【定量的なObjective】 ・初登壇: 15名 ・troccerのUGC(ブログ): 年100記事投稿 ・troccerのUGC(X): 年1000件投稿 　・上記達成のために年間50回のイベント（Tableau コミュニティの10年分を3年で達成）を実施 ・開催したイベントのうち30%(15回)が自走している 状態 ・顧客企業のうち30%が1度はコミュニティに参加し たことがある状態 ・年1のオフラインイベントの参加者が300名を超える 【定性的なObjective】 ・GoogleCloud、AWS、Snowflakeの年イベントで、 troccerからtroccoのロゴを掲載してくれる企業がいる 状態（pNからのスポンサー登壇を除く） ・コミュニティリーダーが、国内のデータエンジニア リーダーと称されるような立場にいる ・troccoを使っていることが、転職時のキャリアに とって良い評価をされる ・コミュニティへの参加/コンテンツ発信が初心者に とってのオンボーディングの役割を果たしている Community Objective (3 years from now – by Oct 2026) 【定量的なObjective】 ・登壇したことがないスピーカーが5名初登壇する ・troccerのUGC(ブログ): 年40記事投稿 ・troccerのUGC(Twitter): 年600件投稿 　・1イベントあたり30件 【定性的なObjective】 ・年1の大型オフラインイベントが計画されている 　・仮 2024年11月1日(金) ・Awardの開催（イベントで発表） ・コミュニティリーダーとなる人が3名いる状況 　・イベントで発表 ・大型イベントにtroccerの方々が登壇する機会をつ くる Community Objective (1 year from now – by Oct 2024)
16. 16 OWWH Framework – Feb 2024 Snapshot Community Mission: Provide a space where customers can continue to grow (creating a growth cycle) Help customers become top leaders in Japan’s data market 【Who①】 ・スタートアップ、SMB〜東証グロース企 業でデータエンジニアリングに携わってい る人（データエンジニア、アナリティクス 等） = データ管理者 【Who②】 ・スタートアップ、SMB〜東証グロース企 業でデータ利活用に関わっている人） = データ利用者 　・データ分析を業務として何かしらの意 思決定に携わっている人 【What①】 ・近しい企業の顧客事例 = データアーキ テクチャの話等 ・データエンジニア最前線情報のキャッチ アップ ・データエンジニア同士の繋がり ・アウトプットの場 【What②】 ・具体的な顧客事例 ・実運用中のダッシュボードなどを含む 　社外秘な話 ・データ利活用の具体事例や最前線情報の　 キャッチアップ ・データ利用者同士の繋がり 【How①】 ・月1のユーザ会イベントの開催 　それに伴うSlackでの告知 ・オープンな会に見えるように 　ポータルとなる場を用意する ・オフライン環境でユーザ同士の関係を 　創出する仕組み ・Awardの開催 【How②】 ・定期的なユーザ会イベントの開催 ・オフライン環境でユーザ同士の関係を　　 創出する ・クローズドな会 Who What How
17. 17 The Journey of Our Community Department transferred from Customer Success to Marketing CS Marketing Nov 2022 First event held In 2024, Department transferred May 2024 Meetings with leader candidates migrated to connpass Started reconsidering group name Dec 6, 2024 Leaders announced at flagship event "01" User group name is changed Jul 2024: Leaders appointed Existing customers only Department Target People interested in data management Feb 2024 OWWH framework completed
18. 18 It’s unclear what users really want to learn.
19. 19 Let’s find community leaders to collaborate with us!
20. 20 The Journey of Our Community Department transferred from Customer Success to Marketing CS Marketing Nov 2022 First event held In 2024, Department transferred May 2024 Meetings with leader candidates migrated to connpass Started reconsidering group name Dec 6, 2024 Leaders announced at flagship event "01" User group name is changed Jul 2024 Leaders appointed Existing customers only Department Target People interested in data management Feb 2024 OWWH framework completed
21. 21 Path to Selecting Community Leaders From internal identification and communication to meetings with candidates Define required skills and responsibilities Pick candidates Meeting STEP 1 STEP 2 STEP 3
22. 22 How to Find Initial Leader Candidates • Monitor reactions within the company • Watch behavior during events ◦ Always have at least one direct conversation ▪ Ask about event participation goals, current usage, and challenges ▪ Understand who they might connect well with ◦ Notice if they show interest in others’ conversations at social gatherings ◦ Observe cooperation in tasks like cleaning up • Pay attention to text-based communication ◦ personality often shows through Observe Broadly and Avoid Assumptions
23. 23 Use 1-on-1 Hearings to Understand Fit and Goals Key Questions: • What is your purpose for participating? • Which past event did you enjoy the most, and why? • Feedback on how the community progresses ◦ Opinions on Q&A or session structure ◦ Thoughts on breaks and networking time • What topics would you like to hear about? ◦ Can you help brainstorm content ideas? • Are you active in other communities? Confirm who they can collaborate well with Dive deeper into each participant’s purpose due to the one-on-one setting
24. 24 Running a Community Requires a Team A team united to grow the community – emphasizing roles and balance. https://kuranuki.sonicgarden.jp/archives/29980
25. 25 Leaders Announced at the 2024 Flagship Event “01” Announcing community leaders at the flagship event to recognize their leadership role
26. 26 Benefits of Having Community Leaders Significant increase in posts: From 350 posts last year to 740 posts, more than double Enhanced event support: Better content selection: Increased engagement awareness: Can help with reception and venue setup Energize both sessions and social gatherings Provide timely advice on what should be done at each stage Leaders realized the value of posting for the event organizers
27. 27 Trend of X Posts Events are held roughly once a month.
28. 28 The Journey of Our Community Department transferred from Customer Success to Marketing CS Marketing Nov 2022 First event held In 2024, Department transferred May 2024 Meetings with leader candidates migrated to connpass Started reconsidering group name Dec 6, 2024 Leaders announced at flagship event "01" User group name is changed Jul 2024 Leaders appointed Existing customers only Department Target People interested in data management Feb 2024 OWWH framework completed
29. 29 Include non-users and free-plan users to achieve community goals
30. 30 Creating an environment where anyone interested in data utilization can participate May 15, 2025: Created the connpass group
31. 31 Growth through Online Events Also created a separate participant list for offline events
32. 32 The Journey of Our Community Department transferred from Customer Success to Marketing CS Marketing Nov 2022 First event held In 2024, Department transferred May 2024 Meetings with leader candidates migrated to connpass Started reconsidering group name Dec 6, 2024 Leaders announced at flagship event "01" User group name is changed Jul 2024 Leaders appointed Existing customers only Department Target People interested in data management Feb 2024 OWWH framework completed
33. 33 Promoting corporate data utilization COMETA data catalog service launched: May 9, 2024
34. 34 Changes in Company Policy Affecting the Community Expanded target audience beyond data engineers Make primeNumber products the top-of-mind choice in data technology Top-of-mind associations: • Data utilization → primeNumber • ETL → TROCCO • Data catalog → COMETA 2024.02 2024.11
35. 35 Company policy shift expanded community focus Now targeting not only data engineers but also broader data professionals. 2024.02 2024.12
36. 36 The Future We Aim to Create Through the Community
37. 37 Promoting Data-Driven Practices Across All Roles Build community case studies that demonstrate the power of all types of data. Make data usage a natural practice for everyone, not just data specialists.
38. 38 Surmary
39. 39 Building a Better Community Don’t overburden the community manager • The manager still sets the overall direction • Work as a team with community leaders ◦ Consider cross-community collaboration • Leverage internal company support Regular reflection is essential • Share all possible metrics • Be mindful of shifting perspectives Support participant growth • Aim to link with other communities like Data Engineering Study • Support members advance their careers Growing the Community Together with Community Leaders
40. 40 primeNumber DATA SUMMIT 2025 will be held on November 26 at Takanawa Gateway. Past pUG speakers will join the stage 🙌 https://primenumber.com/data-summit/2025
41. 41 The next primeNumber User Group will be held on Friday, October 24! Ask questions and learn how companies are driving data utilization! https://pug.connpass.com/event/370389/
42. Thank you!