Evangelismo técnico: ¿qué, cómo y por qué?

Developer Advocacy, Technical Evangelism, Developer Relations (DevRel)... no hemos parado de escuchar estos términos durante los últimos diez años, pero ¿qué significan realmente?

En su presentación, Trisha nos contará la historia detrás de estos roles, por qué una empresa podría necesitar una o más personas para desempeñarlos, y las buenas y malas prácticas que ha identificado a lo largo de su carrera.

Después de esta charla, comprenderás por qué no podemos ignorar el evangelismo técnico si trabajamos en la industría del software.

Transcript

1. Evangelismo técnico: 
 qué, cómo y por qué Trisha Gee Lead Developer Advocate @trisha_gee trishagee.com
2. • Lead Developer Advocate • Java Champion & Author • 20+ years development experience • 12 years in DevRel Trisha Gee
3. • What • Why • Which • Who • How
4. guat? ¿qué?
5. https://en.wikipedia.org/wiki/Developer_relations DevRel /dɛvrɪˈl/ noun Developer Relations, abbreviated as DevRel, is an umbrella term for practices employed by an organization that builds developer-facing software to connect with the developers that use that software…. the activities involved are sometimes referred to as a developer program or a DevRel program.
9. DevRel is a function
12. I am not “a DevRel”
13. Developer Advocate
14. Technical Evangelist
15. Oxford Languages evangelism /ɪˈvan(d)ʒəlɪz(ə)m/ noun the spreading of the Christian gospel by public preaching or personal witness. • zealous advocacy or support of a particular cause."I arrived in a state of high evangelism"
16. Community Manager
17. Technical Writer
18. Developer Educator
19. Developer Experience
20. It doesn’t fit into one organisation
21. jao? ¿cómo?
23. • Presentations: conferences, meetups, remote talks • Podcasts, panels, guest appearances • Blog posts and articles (on your channels or guests) • Videos: YouTube; socials • Social media: publishing, promoting others, responding • Developer support: tickets, stackoverflow, forums, slack, discord, social • Coding: examples; samples; reference tools; open source libraries; APIs; plugins; drivers • Community programmes (Java Champions, Microsoft MVP, Google Developer Expert, Gradle Fellows) • Tutorials & training: written; self-paced videos; remote live training; live in-person • Product feedback and ideas • Sales support, pre-sales, customer presentations • Marketing content and consulting • Networking, testimonials, hub for joining people
24. ¡Ostras, es un montonaso!
25. guay? ¿por qué?
26. To attract customers
27. To facilitate onboarding
28. To improve retention
29. To recruit great developers
30. Developers developers developers
31. You don’t need DevRel is if you don’t have, hire, speak to, sell to or work with developers
32. guich? ¿cuales?
33. Organisations that…
34. …sell to developers
35. …have an API
36. …maintain Open Source projects
37. …have developers
38. jú? ¿quién?
39. Step 1: co-ordinate your existing people
40. This is a cross-functional role
42. Step 2: Growing DevRel
44. Specialists or Generalists?
45. Junior or Experienced?
46. Technical or “Soft” skills?
49. https://bit.ly/3RG85vc
50. jao? (aguén) ¿cómo? (otra vez)
52. • Presentations: conferences, meetups, remote talks • Podcasts, panels, guest appearances • Blog posts and articles (on your channels or guests) • Videos: YouTube; socials • Social media: publishing, promoting others, responding • Developer support: tickets, stackoverflow, forums, slack, discord, social • Coding: examples; samples; reference tools; open source libraries; APIs; plugins; drivers • Community programmes (Java Champions, Microsoft MVP, Google Developer Expert, Gradle Fellows) • Tutorials & training: written; self-paced videos; remote live training; live in-person • Product feedback and ideas • Sales support, pre-sales, customer presentations • Marketing content and consulting • Networking, testimonials, hub for joining people
53. When you know why you’re doing it and who you have, you can figure out how
54. “The goal: up and to the right She who gets her users further and faster up the curve has a better chance for success.”
55. The Developer Advocacy Bible
58. jao tu feil? ¿cómo fracasar?
59. The Lean Startup by Eric Ries vanity metrics /ˈvænəti ˈmɛtrɪks/ noun Measurements that give "the rosiest picture possible" but do not accurately reflect the key drivers of a business.
61. common issues through community management, documentation, and content. • First Response Time and Resolution Time: Measure how quickly DevRel is responding to community questions or issues and how long it takes to resolve them. • Self-Serve Resources Usage: Track usage metrics for self-serve resources, such as FAQs, troubleshooting guides, and knowledge base articles. High usage may indicate that resources are effectively helping developers. 7. Business Impact Metrics While DevRel's impact on revenue is often indirect, there are several ways to tie DevRel activities to business metrics: • Lead Generation and Conversions: Track the number of leads generated through DevRel activities, such as webinars, blog posts, or developer signups, and conversions into paying customers. • Customer Lifetime Value (CLTV) of Developer-driven Customers: Measure if developers who engage with DevRel have a higher customer lifetime value than others, showing a long-term impact. • Expansion Revenue through Upsells/Cross-Sells: Monitor if engaged developers go on to influence or recommend upgrades, leading to additional revenue through new feature adoption. 8. Qualitative Feedback Since DevRel is highly community-focused, qualitative feedback is crucial: • Developer Satisfaction Surveys: Conduct regular surveys to gauge developer satisfaction with the product, support, and community resources. • Anecdotal Feedback and Success Stories: Collect testimonials, success stories, and anecdotes that reflect the value DevRel brings to developers and the community. • Case Studies and Project Highlights: Share stories and case studies from developers who have succeeded with the product, demonstrating real-world impact. Tailoring Metrics to Program Goals The right metrics depend on the specific goals of your DevRel program. For example, if the focus is on adoption and onboarding, metrics like activation rate, time to integration, and documentation usage will be crucial. On the other hand, if the goal is community building, community engagement and content performance metrics may be more relevant. Using a combination of these metrics—alongside a clear understanding of the program’s objectives—can help provide a comprehensive view of DevRel success and areas for improvement.
62. Unclear objectives
63. No objectives
64. Incompatible objectives
65. Have objectives!
66. Clashing Immovable Deadlines
67. Maker’s and Manager’s schedule
68. Calendar and planning
69. Prioritisation
70. Negotiation
71. Travel time
72. Travel time is Manager’s Schedule
73. Selling features
74. Badass: Making Users Awesome by Kathy Sierra
75. Show them what they can do
76. “If you build it, they will come”
77. Go where the users are
78. Running at 100% efficiency
79. Make time for slack
80. jao tu claimb? ¿cómo escalar?
81. Do moarrrrrr!!!
82. Hire loads of people!!!!
83. Hire influencers!!!!!
84. Work smarter, not harder
85. Reuse content
86. Take care of the details
87. Reuse content
88. Running at 100% efficiency
89. Get someone else to do the job
90. “Every moment of every day, somebody mentions something they love-could-not-do-without. Whether face-to-face or in blogs, reviews, discussions, tweets, comments, updates, texts, photos—people talk. Sustained bestsellers are recommended.” Badass: Making Users Awesome by Kathy Sierra
91. Champion programs
92. User groups
93. Give your fans the tools to succeed
94. Amplify their content
95. somaraisin resumiendo
99. bit.ly/dev-rel-trg