Some thoughts on measuring the impact of developer relations
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The document discusses metrics for measuring the impact of developer relations (DevRel). It recommends focusing on three key areas: generating volume by scaling audiences and channels; nurturing community by expanding developer channels, meeting developers where they are, and finding/nurturing leaders; and driving conversion to paid customers by supporting programs to generate leads, facilitating in-account sessions, and impacting C-levels. Common DevRel metrics include event attendees, webinar viewers, calculated impact scores, community members and activity, and leads generated. The goal is to tweak metrics over time to best measure performance and room for improvement in these important areas.
Some thoughts on measuring the impact of developer relations
- 1. Some ideas on measuring DevRel’s Impact @IanMmmm Ian Massingham, Director, AWS Evangelism
- 2. ABOUT ME: IAN MASSINGHAM Director, AWS Evangelism at AWS Before this, had a long history in technology ops Likes to take calculated risks ⛷"# Delivered 137 talks** during 2017 @IanMmmm
- 3. WHY DEVELOPER RELATIONS? For organizations? • They regard developers as an important constituency For us? • Probably we all have our own answer to this question J
- 4. WHY METRICS MATTER IN DEVREL? If you can’t measure it, you can’t improve it. Peter Drucker Management Guru Lord Kelvin William Thomson
- 5. FYI - #DEVREL #METRICS ON TWITTER
- 6. WHAT’S YOUR CRITICAL DEVREL METRIC?
- 7. HEAR MY BOSS’S IDEAS! https://devrel.net/strategy-and-metrics/which-metrics-matter
- 8. WHAT ARE THE COMMON CHARACTERISTICS? IN COMMUNITY AND BUSINESS A Fundamental Question
- 13. B2B MARKETING FUNNEL Website, Blog, Slideshare, Youtube… Events, Webinars, Contact Us, Signup Marketing Qualified Leads by Scoring Sales QL by Callout and F2F Meeting Opportunity Buying Plans from SQLs Marketing/Evangelism/Awareness/Campaigns Conversion to Paid Customers
- 14. MILLIONS OF ACTIVE CUSTOMERS 2012 2013 2015 TODAY2014 20162008 2009 2010 2011 AWS Active Customers as defined by non-Amazon customers who use the cloud at least once a month (i.e. on the last month)
- 15. “I want to innovation like AWS” Earth's most customer-centric company
- 16. THREE STEPS TO MONEY Generating Volume Conversion to Paid Nurture Community
- 17. THREE STEPS TO MONEY Generating Volume Conversion to Paid Nurture Community
- 18. 1. SCALE YOUR AUDIENCESGenerating Volume 20K views 180K views over 4 years over 4 years Select great topics and watch metrics © https://linpack-for-tableau.com/news/linpack-for-tableau-demo/ + Always with Fun DEMOs!
- 19. 2. CALCULATE YOUR IMPACTGenerating Volume CalculatedImpactScore = OfflineEventAttendees + 0.3*WebinarAttendees + 0.1*HackathonAttendees + 2*UserGroupAttendees + 5*HandsonLabsAttendees + 30*MediaBriefing
- 20. 2. CALCULATE YOUR IMPACTGenerating Volume
- 21. 3. BROADEN YOUR CHANNELSGenerating Volume Twitter 70K Facebook 10K Feedly 8K Youtube 1.5K You can choose the optimal channel by your content and region.
- 22. TIP. ENGAGE CHANNELS EARLYGenerating Volume twitch.tv/aws Instagram @awsdeveloper TikTok
- 23. THREE STEPS TO MONEY Generating Volume Nurture Community Conversion to Paid
- 24. 1. EXPAND DEVELOPER CHANNELS Nurture Community # of Unanswered Questions / Answered in Weekly or Monthly
- 25. 2. MEET DEVELOPERS WHERE THEY ARE Nurture Community Facebook Groups > 15K Slack Channels > 5K Meetups > 6.5K
- 26. Nurture Community Over 630,000 Users Over 1,000 Meetups 2. MEET DEVELOPERS WHERE THEY ARE
- 27. Nurture Community 12K Active Users- Facebook Group Insights Meetup Growth Rate 2. MEET DEVELOPERS AGAIN & AGAIN
- 28. 3. FIND & NURTURE LEADERSNurture Community https://www.youtube.com/watch?v=hVD25-lBL-E
- 29. 3. FIND LEADERS AGAIN & AGAINNurture Community
- 30. THREE STEPS TO MONEY Generating Volume Conversion to Paid Nurture Community
- 31. 1. SUPPORT PROGRAMS & GENERATE LEADS Conversion to Paid Capture details from your audiences to create new leads for Sales/Marketing
- 32. Conversion to Paid 2. IN-ACCOUNT SESSIONS Collaborate with your Sales/Marketing colleagues (when your customer invites you)
- 33. Conversion to Paid CIO Intrax CIO USCIS Author The Art of Business Value Mark Schwartz AWS Enterprise Evangelist Share Insights to Executives 3. IMPACT C-LEVELS
- 34. SIMPLE MATH Generating Volume Nurture Community Conversion to Paid CalculatedImpactScore = OfflineEventAttendees + 0.3*WebinarAttendees + 0.1*HackathonAttendees + 2*UserGroupAttendees + 5*HandsonLabsAttendees + 30*MediaBriefing x1 x0.7 x0.5 x0.5 x0.7 x1
- 35. Don’t’ be afraid to tweak the settings
- 36. SUMMARY Generating Volume Nurture Community Conversion to Paid • Scale your audience • Calculate your Impact • Build your personal Brand • Gather your Fans • Sustainable Community • Find Leaders, build followership • Co-work with Marketing & Sales • Deliver insights to C-Levels
- 37. IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT.
- 38. I WANT YOUR FEEDBACK & QUESTIONS!
- 39. THANKS!