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コミュニティマーケティングについて 考えたこと、わかったこと - JBUGを通して感じた難しさやコツ - / What I thought about Community Marketing
8/29に行われた「火星の学校#7 : 実践企業に学ぶ!注目のコミュニティマーケティングの基本」でヌーラボのMeggyがお話しした、「コミュニティマーケティングについて考えたこと」のスライドです。
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+#6( Copyright Nulab,inc. All Rights Reserved. !ΑΖ͓͘͠ئ͍͠·͢ Meggy )3ܥϕϯνϟʔ ىۀ
)3ܥελʔτΞοϓ ψʔϥϘ Ӧۀ ϚʔέςΟϯά -
+#6( Copyright Nulab,inc. All Rights Reserved. #ψʔϥϘͷ͜ͱ +#6( Copyright Nulab,inc.
All Rights Reserved. -
+#6( Copyright Nulab,inc. All Rights Reserved. #ψʔϥϘͷ͜ͱ +#6( Copyright Nulab,inc.
All Rights Reserved. ɾԬຊࣾɺɻ ɾ౦ژɺژɺχϡʔϤʔΫɺγϯΨϙʔϧʹࢧࣾ ɾੈքதʹϦϞʔτͰಇ͘ϝϯόʔ͍·͢$ ɾݱࡏ໊͘Β͍ ɾӦۀ͕ͻͱΓ͍ͳ͍ɻ ɾʮίϥϘϨʔγϣϯʯ͕ςʔϚͷ8FCαʔϏεΛ։ൃ -
+#6( Copyright Nulab,inc. All Rights Reserved. ຊʹࡾڌ Ԭຊࣾɺ౦ژɺژ ɺχϡʔϤʔΫࢧࣾ ɺγϯΨϙʔϧɺϕτφϜɺΞϦκφ
ੈքதʹψʔϥόʔ +#6( Copyright Nulab,inc. All Rights Reserved. -
+#6( Copyright Nulab,inc. All Rights Reserved. ࢲ͕͍ͬͯΔ͜ͱ ใ 4/4 ϚʔέςΟϯά
ίϛϡχςΟ ϚʔέςΟϯά ʹϑΝϯ࡞Γ -
+#6( Copyright Nulab,inc. All Rights Reserved. )+#6(ͷ͝հ Japan Backlog User
Group ( #JBUG ) 20175݄ΑΓ࢝ಈɻԬͰ2ճɺ౦ژͰ2ճɺਆށͰ1ճ։࠵ɻ ࣍ճ9݄ʹԬɾ౦ژͰ։࠵༧ఆɻ -
+#6( Copyright Nulab,inc. All Rights Reserved. ࠓͷελϯε ϓϩͰͳ͍͚Ͳɺ ᶃ+#6(࢝ΊΔલʹ࢝Ί͔ͯΒ ৭ʑߟ͑ͨ͜ͱ͔ͬͨ͜ͱ͕͋ΔͷͰͦΕΛڞ༗͠·͢
ᶄͥͻҰॹʹɺίϛϡχςΟϚʔέςΟϯάͱ͍͏ྖҬΛΓ্͍͖͛ͯ·͠ΐ͏ -
+#6( Copyright Nulab,inc. All Rights Reserved. ͖ΐ͏͓͢͠Δ͜ͱ ίϛϡχςΟϚʔέςΟϯάͱ ψʔϥϘ͕ίϛϡχςΟϚʔέςΟϯάΛΓ͔ͨͬͨϫέ ͏·͍͘͘ίϛϡχςΟͷ4ͭͷύλʔϯ
4ͭͷύλʔϯʹڞ௨͢Δʮৗʹҙ͓͖ࣝͯ͘͜͠ͱʯ εςοϓᶃͲͷύλʔϯ͕ࣗࣾʹ߹͏͔ΛΔ εςοϓᶄίϛϡχςΟͷҭϚοϓΛߟ͑ͯΈΔ εςοϓᶅίϛϡχςΟͷ݈߁அΛ͢Δ(coming soon) ίϛϡχςΟϚʔέςΟϯάͷՌΛԿͰଌΔ͔ ·ͱΊ 1. 2. 3. 4. 5. 6. 7. 8. 9. -
+#6( Copyright Nulab,inc. All Rights Reserved. ίϛϡχςΟͱϚʔέςΟϯά ίϛϡχςΟϚʔέςΟϯάͱ Community ✔ϥςϯޠʮDPNNVOJT
ίϜʔχε ڞಉͷɺڞ௨ͷʯ͕ޠݯɻ ✔ʮDPNNVOJTʯ͕ޠݯͷྨࣅޠͱͯ͠ɺʮDPNNPOʯʮDPNNVOJDBUJPOʯͳͲɻ ✔ʮҬʯʹͱͲ·Βͣɺʲʮ୭͔ͱʯʮԿ͔Λʯڞ༗͢Δʳͱ͍͏ҙຯɻ -
+#6( Copyright Nulab,inc. All Rights Reserved. ίϛϡχςΟͱϚʔέςΟϯά ίϛϡχςΟϚʔέςΟϯάͱ Marketing ✔ސ٬ͷχʔζΛղ໌͠ɺސ٬ՁΛੜΈग़ͨ͢ΊͷܦӦֶɺઓུɺΈɺϓϩηεɻ
✔ઈ͑ͣҙຯ͕มԽ͍ͯ͠Δ͕ɺݱࡏʮՁओಋͷϚʔέςΟϯάʯ ϚʔέςΟϯά ɻ ✔ʮࢢઓུʯʮചΕΔΈʯͱݴ͍͑ΒΕΔ͜ͱɻ -
+#6( Copyright Nulab,inc. All Rights Reserved. ίϛϡχςΟϚʔέςΟϯάͱ ίϛϡχςΟϚʔέςΟϯάͱ ίϛϡχςΟ׆ಈʹΑΔ ސ٬͓Αͼސ٬γΣΞͷ֦େख๏
ޠฐΛڪΕͣݴ͏ͱɺʮίϛϡχςΟ׆ಈʹΑΔʰചΕΔΈ࡞ΓʱʰબΜͰΒ͏ಈػ࡞Γʱʯ -
+#6( Copyright Nulab,inc. All Rights Reserved. ψʔϥϘࣾ֎औకখౡ͞Μͷ͝հ খౡ ӳش (Hideki
Ojima) ύϥϨϧϚʔέλʔ/ΤόϯδΣϦετ ຊ࠷େنͷΫϥυϢʔβʔίϛϡχςΟ JAWS-UGͷઃܭऀɻίϛϡχ ςΟϚʔέςΟϯάΛߟ͑ΔCMC_meetupൃىਓɻ 2009-2016ʹAWSͷຊͷϚʔέςΟϯάΛ౷ׅɻݱࡏInstaVRͷCMOɺ Stripe JapanͷΤόϯδΣϦετɺψʔϥϘͷඇۀࣥߦऔకɺ MOONGIFTͰͷίϛϡχςΟΞυόΠβʔɺϚʔέςΟϯάͱίϛϡχςΟΛ ࣠ͱͨ͠ύϥϨϧΩϟϦΞΛ࣮ફதɻ ίϛϡχςΟϚʔέςΟϯάͱ ˠ.FHHZখౡνϧυϨϯͰ͢ɻ͔͜͜Βઌখౡ͞Μͷڭ͑γΣΞ͠·͢ɻ -
+#6( Copyright Nulab,inc. All Rights Reserved. ίϛϡχςΟϚʔέςΟϯάΛϏδωεʹ׆͔͢ ίϛϡχςΟϚʔέςΟϯάͱ Current Business
Future Business େنҊ݅ɾސ٬ͷ ϋΠλονηʔϧε ίϛϡχςΟͰͷϕʔεϥΠϯ֦େ ˞ψʔϥϘࣾ֎औకখౡ͞ΜͷεϥΠυΑΓస༻ -
+#6( Copyright Nulab,inc. All Rights Reserved. ैདྷͷϚεϚʔέςΟϯάͷ՝ ίϛϡχςΟϚʔέςΟϯάͱ ˞খౡ͞ΜͷεϥΠυΑΓస༻ ɾϦʔνʼίϯςϯπɿ
λʔήοτʹ͘Ϧʔν͢Δ͜ͱͰ͖Δ͕ɺʮڵຯΛҾ͘ίϯςϯπʯΛੜ͢ΔΈͰͳ͍ ɾΞΣΞωεʼσϚϯυδΣωϨʔγϣϯɿ ฉ͍ͨ͜ͱ͕͋Δ(ΞΣΞωε)ͱ͍͏ਓΛ૿͢͜ͱ͕Ͱ͖Δ͕ɺࣗΰτԽ(σϚϯυδΣωϨʔγϣϯ)ʹ ޮՌ͕ബ͍ ɾϦʔν૿Ճ ≒ ίετ૿Ճɿ Ϧʔνͷ૿Ճʹ͍ɺίετؔ࿈ͯ͠ϦχΞʹ૿Ճ -
+#6( Copyright Nulab,inc. All Rights Reserved. ίϛϡχςΟͳͥॏཁʁ ίϛϡχςΟϚʔέςΟϯάͱ ˞খౡͷεϥΠυΛࢀߟ ΩϟογϡΞτ૿ՃΛ͑ͳ͕Β
λʔήοτʹʮڹ͘ίϯςϯπʯʮ͞Δ༰ʯΛ ੜɾ֦ࢄ͢Δ͜ͱ͕Ͱ͖Δख๏ -
+#6( Copyright Nulab,inc. All Rights Reserved. ✔ܧଓͨ͠׆ಈ͕ߦΘΕɺਓͷ৽ँ͕͋Δ ੜ͖͍ͯΔ ʮ͏·͍͘͘ʯͷఆٛ ͏·͍͘͘ίϛϡχςΟͷ4ͭͷύλʔϯ
✔ίϛϡχςΟʹਓ͕ू·Δɺൃ৴ͨ͘͠ͳΔ ✔์͓͍ͬͯͯίϛϡχςΟ׆ಈ͕ߦΘΕΔ -
+#6( Copyright Nulab,inc. All Rights Reserved. ͭͷύλʔϯ ͏·͍͘͘ίϛϡχςΟͷ4ͭͷύλʔϯ "ษڧʹͳΔ $ʮॴଐͯ͠Δࣗʯʹ
Ձ͕͋Δ %ώτ͕͍͍ײ͡ #ϏδωεϝϦοτ͕͋Δ -
+#6( Copyright Nulab,inc. All Rights Reserved. ͦΕͧΕͷύλʔϯͷಛ ͏·͍͘͘ίϛϡχςΟͷ4ͭͷύλʔϯ "ษڧʹͳΔ ɾʮֶͼʯཁૉ͕ڧ͘ɺΦϯϥΠϯΦϑϥΠϯͰͷใऩूݯͱͯ͠༗༻
ɾۀքͷஶ໊εϐʔΧʔʹΑΔηογϣϯϋϯζΦϯͷاը͕͋Δ͜ͱ ˠʹू·Δਓͷଐੑ͕ೱ͘ͳΓ͘͢ɺֶͼͷΞτϓοτ͕ى͖͍͢ -
+#6( Copyright Nulab,inc. All Rights Reserved. ͦΕͧΕͷύλʔϯͷಛ ͏·͍͘͘ίϛϡχςΟͷ4ͭͷύλʔϯ ɾϏδωεύʔτφʔɺऔҾઌͳͲͱग़ձ͑ΔίϯςΩετ͕༻ҙ͞Ε͍ͯΔ ɾΑΓతʹɺࣗࣾࣄۀͱଓ͢Δ͜ͱ͕Ͱ͖Δ
ൢചཧళͳͲ ɾࢀՃൃ৴ʹ͏ΠϯηϯςΟϒ͕͋Δ #ϏδωεϝϦοτ͕͋Δ ˠϏδωεϝϦοτʮͷΈʯͰɺάϦοϓ͕͍͠ -
+#6( Copyright Nulab,inc. All Rights Reserved. ͦΕͧΕͷύλʔϯͷಛ ͏·͍͘͘ίϛϡχςΟͷ4ͭͷύλʔϯ ɾΈͳͲΞΠσϯςΟςΟΛओுͰ͖ΔʮίΞʯ͕͋Δ ɾ࠷ઌɺ࠷େڃͳͲαʔϏεʹ༏Ґੑ͕͋ΓɺࣗຫͰ͖Δ
ɾબΕͨਓ͔͠ॴଐͰ͖ͳ͍ͳͲͷϓϨϛΞײ͕͋Δ $ʮॴଐͯ͠Δࣗʯʹ Ձ͕͋Δ ˠϕϯνϟʔاۀͳͲͰϒϥϯσΟϯά࣍ୈͰૂ͑Δ -
+#6( Copyright Nulab,inc. All Rights Reserved. ͦΕͧΕͷύλʔϯͷಛ ͏·͍͘͘ίϛϡχςΟͷ4ͭͷύλʔϯ ɾதͷਓ͕Γ߹͍Ͱɺͳʹ͔ྗʹͳ͍ͬͯ͋͛ͨ ɾʮू·͍ͬͯΔ͏ͪʹԿ͔ੜ·ΕΔ͔ʯͱ͍͏Α͏ͳงғؾ͕͋Δ
ɾʮؒʯͷΑ͏ͳงғؾ͕͋Γɺָ͍͠ %ώτ͕͍͍ײ͡ ˠʮώτ͕͍͍ײ͡ʯͷΈͩͱ֦ுੑΛ࣋ͨͤΔͷ͍͠ -
+#6( Copyright Nulab,inc. All Rights Reserved. ͭͷύλʔϯͷϝϦοτɺσϝϦοτ ͏·͍͘͘ίϛϡχςΟͷ4ͭͷύλʔϯ ίϛϡχςΟͷύλʔϯ ϝϦοτ
σϝϦοτɺ͠͞ "ษڧʹͳΔ ɾಉ͡ଐੑͷϝϯόʔΛूΊ͍͢ ɾֶͼͷΞτϓοτΛଅ͍͢͠ ɾϛʔτΞοϓͷܧଓاը͕େม ɾࣗࣾαʔϏεͱͷଓʹ͕ඞཁ #ϏδωεϝϦοτ͕͋Δ ɾίϛϡχςΟ׆ಈΛߦ͏ಈػ͚ͱͯ͠ڧྗ ɾࣗࣾαʔϏεͱଓ͍͢͠ ɾίετ͕͔͞Ή͜ͱ͕͋Δ ɾظతάϦοϓ͕͍͠ $ʮॴଐͯ͠ΔࣗʯʹՁ͕͋Δ ɾࣄऀҙࣝΛৢ͍͢͠ ɾपғʹओுͯ͠Β͍͍͢ ɾੈք؍ɾετʔϦʔ࡞Γ͕ඞཁ ɾϦιʔε͕͔͞Ή͜ͱ͕͋Δ %ώτ͕͍͍ײ͡ ɾϑΝʔετϐϯΛݟ͚͍ͭ͢ ɾ࡞Γࠐ·ͳͯ͘ϛʔτΞοϓͷ։࠵͕Մೳ ɾʮྠωλʯʹͳͬͯ͠·Θͳ͍Α͏ҙ ɾ֦ுੑΛ࣋ͨͤΔͷ͕͍͠ ࣗࣾαʔϏεʹ߹͏ֻ͚߹ΘͤΛ୳͢ -
+#6( Copyright Nulab,inc. All Rights Reserved. ΕͪΌ͍͚ͳ͍ͭͷ͜ͱ 4ͭͷύλʔϯʹڞ௨͢Δʮৗʹҙ͓͖ࣝͯ͘͜͠ͱʯ 1 ϚʔέςΟϯάख๏ͱͯ͠ͷʮίϛϡχςΟʯ
2 ʮίϛϡχςΟʯܧଓ͢Δ͜ͱ͕ॏཁ ࣗࣾࣄۀͷʹͲ͏ܨ͛ΒΕΔ͔Λҙࣝ͢Δ ϚεϚʔέςΟϯάͱҟͳΓɺγϣʔτεύϯͰώοτ͠ͳ͍ ͔ͩΒͦ͜ɺܧଓ͢Δ͜ͱ͕ॏཁ -
+#6( Copyright Nulab,inc. All Rights Reserved. ࣗࣾαʔϏε͕ίϛϡχςΟΛ௨ͯ͠ఏڙͰ͖ΔϝϦοτʁ εςοϓᶃͲͷύλʔϯ͕ࣗࣾʹ߹͏͔ΛΔ ࣗࣾ αʔϏε
"ษڧʹͳΔ #ϏδωεϝϦοτ͕͋Δ $ʮॴଐͯ͠ΔࣗʯʹՁ͕͋Δ %ώτ͕͍͍ײ͡ -
+#6( Copyright Nulab,inc. All Rights Reserved. εςοϓᶃͲͷύλʔϯ͕ࣗࣾʹ߹͏͔ΛΔ #BDLMPH "ษڧʹͳΔ #ϏδωεϝϦοτ͕͋Δ
$ʮॴଐͯ͠ΔࣗʯʹՁ͕͋Δ %ώτ͕͍͍ײ͡ ཧళ੍ͳ͍ αʔϏεͷϝΠϯϢʔβʔσΟϕϩούʔ ˠ։ൃؔͷ͕๛ʹͰ͖Δ ϓϩδΣΫτཧͷϊϋاۀ͝ͱʹด͡ΒΕ͕ͪ #BDLMPHϢʔβʔ͢Ͱʹશࠃສਓ ʮ#BDLMPHʹৄ͍͠ʯ͜ͱͰ ࣄ͕ड͚͘͢ͳΔਓ ͔ͭɺϑΝϯͷํ͕͢Ͱʹଟ͍ϓϩμΫτ ϑΝʔετϐϯީิ͕ࢥ͍ු͔Ϳ ࿈ܞͳͲͷͰʮϓϩάϥϚϒϧʯײ͋Δ #BDLMPH͕ίϛϡχςΟΛ௨ͯ͠ఏڙͰ͖ΔϝϦοτʁ -
+#6( Copyright Nulab,inc. All Rights Reserved. εςοϓᶃͲͷύλʔϯ͕ࣗࣾʹ߹͏͔ΛΔ #BDLMPH "ษڧʹͳΔ #ϏδωεϝϦοτ͕͋Δ
$ʮॴଐͯ͠ΔࣗʯʹՁ͕͋Δ %ώτ͕͍͍ײ͡ +#6(ͷύλʔϯόϥϯε -
+#6( Copyright Nulab,inc. All Rights Reserved. εςοϓᶃͲͷύλʔϯ͕ࣗࣾʹ߹͏͔ΛΔ #BDLMPH "ษڧʹͳΔ #ϏδωεϝϦοτ͕͋Δ
$ʮॴଐͯ͠ΔࣗʯʹՁ͕͋Δ %ώτ͕͍͍ײ͡ +#6(ͷཧతͳύλʔϯόϥϯε -
+#6( Copyright Nulab,inc. All Rights Reserved. +#6(ͷཧ૾·Ͱͷဃ εςοϓᶄίϛϡχςΟͷҭϚοϓΛߟ͑ͯΈΔ ελʔτ࣌ ཧ
ʮษڧʹͳΔʯίϯςΩετઃܭͱʮू·ΔώτͷΑ͞ʯΛΩʔϓ͠ͳ͕Βɺ αʔϏείϛϡχςΟͷϒϥϯσΟϯάΛߴΊΔඞཁ͕͋Δ -
+#6( Copyright Nulab,inc. All Rights Reserved. ϑΝʔετϐϯͷํʑεϙοτϥΠτˠϩʔϧϞσϧԽ εςοϓᶄίϛϡχςΟͷҭϚοϓΛߟ͑ͯΈΔ = ϩʔϧϞσϧ
ϑΥϩϫʔ ϫφϏʔζ YOUR 1st pin ˞ψʔϥϘࣾ֎औకখౡ͞ΜͷεϥΠυΑΓస༻ -
+#6( Copyright Nulab,inc. All Rights Reserved. ίϛϡχςΟϚʔέςΟϯάͷՌʁ ίϛϡχςΟϚʔέςΟϯάͷՌΛԿͰଌΔ͔ ϚεϚʔέςΟϯάͱҟͳΓɺظͰଌΕͳ͍ͷ ˠ͜ͷཧղ͕ͳ͍ձࣾͩͱίϛϡχςΟϚʔέςΟϯάࠔ
ܧଓʴߦಈΛΥον ˠ,1*ʹͩ͜ΘΓ͗͢Δͱࣦഊ͢Δ ˠ·ͣͲΜͳίϛϡχςΟͰ͋ͬͯʮܧଓʯ ˠܾΊͨҭϚοϓʹরΒ͠߹ΘͤͯߦಈΛใࠂ -
+#6( Copyright Nulab,inc. All Rights Reserved. +#6(Λ௨͔ͯͬͨ͜͠ͱ·ͱΊ$ ·ͱΊ ͏·͍͘͘ίϛϡχςΟʹͭͷύλʔϯ͕͋Δ ͷͰ
ࣗࣾϓϩμΫτͷಛੑͱরΒ͠߹Θͤɺཧ૾ͱҭϚοϓΛߟ͑ͯΈΔ ࣗ͢ΔίϛϡχςΟΛ࡞ΔͨΊʹɺ࠷ॳͷϦʔσΟϯάඞਢ ظࢹͰՌΛଌΔɻʹ·ͣίϛϡχςΟΛܧଓͤ͞Δ͜ͱ͕ॏཁ