Developer Relations 101
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The document discusses the fundamentals of developer relations, emphasizing the importance of building relationships with developers rather than traditional marketing or support roles. It outlines key activities aimed at raising awareness, acquisition, activation, retention, referral, revenue, and product improvement, while encouraging organizations to define their goals and understand their developers. Additionally, it highlights the need for measuring success and having a dedicated team to effectively implement developer relations strategies.
Developer Relations 101
- 1. Developer Relations 101 Felipe Pedroso
- 2. Developer Relations 101 Felipe Pedroso “What I learned from working with Developer Relations”
- 3. Developer Relations is not meant to... … sell anything. … provide technical support. … take care of business development. … use traditional marketing targeted to developers.
- 5. Developer Relations is about... ... building relationships with the developers. … being relevant to their interests and inspiring trust. … empowering and helping them to succeed. … being an active part of their communities. … understanding their needs and offering the right solution.
- 6. Typical Activities ● Technical collateral: blog posts, articles, tutorials, videos, etc ● Coding: code samples, quick start apps, wrappers, etc ● Talks: events, meetups, webinars, etc ● Training: workshops, hackathons, hands-on labs, etc ● Social Media: Facebook, Twitter, Linkedin, etc ● “Support”: Stackoverflow, forums, etc ● Collect developers feedback and help to address them ● Events sponsorship ● ...
- 7. But… what is the ROI?
- 8. But… what is the ROI? This is the wrong first question.
- 9. “What are my goals?” There, I fixed it:
- 10. AAARRRP* - “Developers need to...” Awareness: “Know my product and what it does.” Acquisition: “Try my product to see its value.” Activation: “Use my product” Retention: “Keep using my product and consider it to new solutions.” Referral: “Talk about my product to other developers.” Revenue: “Pay for the usage of my product.” Product: “Help with the improvement of my product” * Created by Phil Leggetter
- 11. Choose the activities based in your goals Activity Type Awareness Acquisition Activation Retention Referral Revenue Product Technical Collateral X X X X Coding X X X X Talks X X Training X X X X Social Media X X Support X X X X Events Sponsorship X X X X Feedback X X
- 12. That’s it?!
- 13. That’s it?! Of course not.
- 14. Another mandatory questions to start. Who are “my” developers? Am I ready to listen and address their feedbacks? Evangelism or Advocacy? How much do I know my product? Is it ‘developer-ready’? How am I going to measure success? Am I going to have a dedicated team?
- 15. References “The Core Competencies of Developer Relations” and “Why Do We Pay These People Anyway?” by Reto Meyer “What is the ROI of Developers Relations?” and “Defining Developers Relations” by Phil Leggetter “Why Developer Relations Programs Fail” by Mike Stowe “Developer Relations: A Five-Level Maturity Model” by Michael Mahemoff “The Developer Evangelist Handbook” by Christian Heilmann
- 16. Thanks!