Marketing to Developers

Transcript

1. DEVELOPERS MARKETING TO 1
2. MARKETING TO DEVELOPERS OUTLINE ▸ How I got here ▸ Before you start ▸ Process overview, team roles, and metrics ▸ Developer marketing framework ▸ Recommended reading
3. SENIOR DIRECTOR, DEVELOPER MARKETING JOHN BRITTON
4. DEVELOPER EVANGELIST JOHN BRITTON Form erly
5. BEFORE YOU START THREE THINGS YOU NEED
6. PRODUCT A TOTALLY SOLID #1
7. AUDIENCE A CLEARLY DEFINED #2
8. BUSINESS A MONEY-MAKING #3
9. OVERVIEW PROCESS, TEAM, AND METRICS
10. OVERVIEW PROCESS Be there for your developers Help developers help themselves Show and tell the world Support Content Outreach Operations Programs ⚙ Don’t repeat yourself Win the same way over and over
11. OVERVIEW TEAM Outreach ⚙ Operations Programs Developer Advocate all programs, specialized by region highly technical and teaching minded Community Operations all programs, specialized by skill expert front-line support Program Manager few programs, specialized by audience passionate subject area expert
12. NPS = %PROMOTERS — %DETRACTORS “HOW LIKELY ARE YOU TO RECOMMEND [PRODUCT] TO A FRIEND OR COLLEAGUE?” OVERVIEW METRICS Net Promoter Score Program Members User Engagements Quality Quantity Activity
13. SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
14. CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
15. CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
16. CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
17. CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
18. CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
19. CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
20. SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
21. BE THERE FOR YOUR DEVELOPERS. SUPPORT
22. BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT
23. BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT MAKE FEATURE LISTS
24. BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT SPEAK LIKE A HUMAN MAKE FEATURE LISTS
25. BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT SPEAK LIKE A HUMAN MAKE FEATURE LISTS
26. HELP DEVELOPERS HELP THEMSELVES. CONTENT
27. HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT
28. HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT DEFINE STRUCTURE
29. HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT DESIGN FOR REUSE DEFINE STRUCTURE
30. PUT A URL ON IT HELP DEVELOPERS HELP THEMSELVES. CONTENT DESIGN FOR REUSE DEFINE STRUCTURE
31. SHOW AND TELL THE WORLD. OUTREACH
32. SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE
33. SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE BE THE LIVING ROOM
34. SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE DON’T FOLLOW THE CROWD BE THE LIVING ROOM
35. SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE DON’T FOLLOW THE CROWD BE THE LIVING ROOM
36. DON’T REPEAT YOURSELF. ⚙ OPERATIONS
37. DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS
38. DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS AUTOMATE
39. DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS REFACTOR AUTOMATE
40. DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS REFACTOR AUTOMATE
41. WIN THE SAME WAY OVER AND OVER. PROGRAMS
42. WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS
43. WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS PLAN FOR SCALE
44. WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS KEEP IT SIMPLE PLAN FOR SCALE
45. #MyOctocat
46. WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS KEEP IT SIMPLE PLAN FOR SCALE
47. SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
48. MARKETING TO DEVELOPERS RECOMMENDED READING Platform Revolution Traction Gabriel Weinberg and 
 Justin Mares Made to Stick Chip and Dan Heath Sangeet Paul Choudary, Geoffrey G. Parker, and Marshall W. Van Alstyne
49. ✉ JDB@GITHUB.COM @JOHNDBRITTON JDB.IO JOHN BRITTON EMAIL UPDATES: JDB.IO/MARKETING-TO-DEVELOPERS WORK WITH US: GITHUB.COM/ABOUT/CAREERS