I read ‘Community Building Textbook: Cultivating Fans and Growing Business’ by Azu Kawahara「ファンをはぐくみ事業を成長させる 「コミュニティ」づくりの教科書」河原あず（著） and will share the insights I gained from this book.

Background: Want to Learn Community Building

I wanted to learn about community building, so I read this book.

Below are quotes from memorable passages and my notes.

2. Planning Events and Attracting Participants

Strategies to Maximize Traffic

Stagnation Period: 2-4 weeks after information release

ここはあまり申し込みが入らず、イベントの主催者にとっては胃の痛くなる時期でもあります。 経験的に、およそ3週間ほどで申込総数の2割程度しか申し込みは入りません。このことを事前に知っておけば、精神的な余裕もできるはずです。 この時期は、イベント当日のスケジュールがまだ決まっていない人が多く、申し込む決断がしづらいのです。ここで集客活動を繰り返してもそれほど効果は見込めません。 ただし、この時期の対策がとても重要です。停滞期には、参加を検討する人がイベントの存在を忘れないように情報を発信し続けましょう。

This is a period when not many applications come in, and it can be a stomach-churning time for event organizers. From experience, only about 20% of total applications come in during the first 3 weeks or so. Knowing this in advance should give you some mental peace. During this time, many people who are considering participation haven’t decided their schedule for the event day yet, making it difficult to decide to apply. Repeating promotional activities during this period won’t have much effect. However, measures during this period are very important. During the stagnation period, continue to share information so that people considering participation don’t forget about the event.

📝 Only about 20% register in the first 3 weeks after event announcement.

Acceleration Period: 1 week before event day ~ event day

この期間に、申込総数の半分近くになる4%が参加を決めます。この時期になると、参加を検討する人のイベント当日の予定が決まるので、参加の可否が判断できるようになるのです。ここで一気に集客を加速させましょう。 この時期は、SNSなどを活用して参加を検討する人にイベント情報を届けましょう。

During this period, 45% of people, which is nearly half of total applications, decide to participate. At this time, people considering participation have their schedules set for the event day, so they can judge whether they can participate or not. This is when you should accelerate your promotional efforts. During this time, use SNS and other platforms to deliver event information to people considering participation.

📝 45% decide to participate within 1 week of the event.

The Difference Between Paid and Free Events in Participation Rates

Free Events Should Avoid Wednesdays and Fridays

一方で、無料イベントの場合はばらつきがあります。水曜日と金曜日は参加率が55%と低くなる結果が出ています。

On the other hand, free events show variation. Results show that Wednesdays and Fridays have low participation rates of 55%.

📝 Avoid Wednesdays and Fridays for free events.

Free Events Should Be Careful About Start Time

しかし無料イベントの場合、18時台にスタートすると参加率がかなり下がります。20時以降にスタートするイベントでは、参加率が上がる傾向にあることが分かります。

However, for free events, starting in the 6 PM hour significantly reduces participation rates. Events that start after 8 PM show a tendency for higher participation rates.

📝 Free events should start after 8 PM.

4. Overcoming Community Crises

Points for Continuing Communities

コミュニティ運営者の情熱をしっかりと届けたいなら、イベントの規模はおよそ30人〜50人くらいが最適です。

If you want to properly convey the passion of community organizers, the optimal event size is approximately 30-50 people.

📝 Optimal event size is 30-50 people.

Laws of Community Activation

その際に覚えておくといいのが「マルサン・コミュニティの法則」です。「3つのマル」でコミュニティを捉える考え方で、コミュニティ参加者を3つのグループに分けます。 活動に積極的に関わる「コア(マルイチ)」と、数回に1度はイベントに参加する程度の「常連(マルニ)」、そして新たな参加者の「新人(マルサン)」です。 コミュニティがほどよく活性化するのは、この3つのマルの構成比率が「1対1対1」の状態 のとき。

What’s good to remember is the “Marusan Community Law.” This is a way of understanding communities through “three circles,” dividing community participants into three groups. “Core (Maru-ichi)” who actively participate in activities, “Regulars (Maru-ni)” who participate in events about once every few times, and “Newcomers (Maru-san)” who are new participants. Communities are optimally activated when the composition ratio of these three circles is “1:1:1.”

📝 Core:Regulars:Newcomers = 1:1:1 ratio.

5. Methods for Evaluating Community Activities

Four Activities to Increase Survival Probability

・小さなコストでコミュニティを運営する ・イベントなどの活動を赤字にしない ・上司や、上司の上司に成果を報告する ・管理部門の中にも仲間をつくる

・Operate communities with small costs ・Don’t run events and activities at a loss ・Report results to your boss and your boss’s boss ・Make allies within the administrative departments

📝 Small communities, avoid losses, report to stakeholders, and build relationships.

That’s all from wanting to practice community building from the Gemba.