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Our new DevRel: Invention of scaling out partner ecosystem

Our new DevRel: Invention of scaling out partner ecosystem

Junichi Okamura

November 14, 2020
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  1. Our new DevRel:
    Invention of scaling out
    partner ecosystem
    Junichi Okamura
    2020.11.14 @ DevRel Asia 2020

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  2. 2

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  3. Shopify and its ecosystem
    01
    Contents
    3
    Our first success and failure
    02
    What we changed and happened
    03
    Key factors of success “we did”
    04
    The future of DevRel “I think”
    05

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  4. Shopify and its ecosystem
    01
    4

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  5. Shopify is a leading multi-channel commerce platform.
    2006
    Platform Released
    $2,080M
    Revenue
    (Last 12 months)
    5,300
    Apps in our App Store
    ~$200B
    Total Sales on Shopify by
    Merchants
    (Cumulative)
    2.9 million
    Merchant Staff Accounts
    (December 31, 2019)
    +1M
    Merchants
    — in —
    ~175 Countries
    5,000+
    Employees
    At a Glance
    37,400
    Partners who have referred at least one merchant to
    Shopify in the last 12 months
    $180M
    Paid out in 2019 to partners by Shopify for apps and services
    benefiting our merchants
    (June 30, 2020)
    (June 30, 2020)
    (June 30, 2020)

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  6. 6
    One Platform,
    Every Channel,
    Any Device

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  7. 7
    Inventory & Fulfillment Shipping
    Order Management
    Analytics
    Marketing
    Payments Apps
    Capital
    Single Integrated
    Back Office.

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  8. Rest of the World
    15% Revenue
    29% Merchants
    * Revenue and merchants as at December 31, 2019
    Canada
    6% Revenue
    6% Merchants
    USA
    68% Revenue
    52% Merchants
    Australia
    4% Revenue
    6% Merchants
    UK
    7% Revenue
    7% Merchants
    We are growing
    globally

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  9. 9

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  10. Extensive
    Partner
    Ecosystem
    5,300
    10
    Apps extending product capabilities
    Referred at least one merchant to
    Shopify in the last 12 months
    37,400
    Apps Agencies & Web Designers

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  11. Extensive
    Partner
    Ecosystem
    11
    Rapid growth in Japan too

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  12. All sounds good?
    Nothing to talk today?
    12

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  13. 13

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  14. 14
    Our success and failure
    02

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  15. Success and
    failure
    15
    One year ago...

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  16. ● Awareness of our app ecosystem in the audience
    ● Scaling up the communication of the audience
    ● Qualitative measurement of our activity with emotional feedback
    Success and
    failure
    16
    What did we succeed in?

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  17. ● Converting to real app developers from the audience
    ● Scaling out the number of the audience
    ● Quantitative measurement of our activity with data tracking
    Success and
    failure
    17
    What did we fail in?

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  18. Success and
    failure
    18
    The diagram sourced by: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/
    Succeeded
    Failed

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  19. “How should we scale out
    this activity???”
    19

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  20. 20
    What we changed and
    happened
    03

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  21. 21
    What we
    changed
    We started to think backward
    Goal (why)
    Start (what)
    2020
    backward
    2019
    forward
    The diagram sourced by: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/

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  22. What we
    changed
    CHECK ITEM BEFORE (2019) AFTER (2020) FOR?
    Place (where) Offline Online (*) Scalability
    Audience (who) Everyone Selected Conversion
    Goal (why) Knowledge Education Conversion
    Contents (what) Deck Blog/Video Scalability
    Style (how) Workshop Program Conversion
    Measurement (which) # of feedbacks/shares # of shops/apps
    Being
    Quantitative
    22
    How do we make a growth?
    * We decided this before COVID-19

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  23. What do you call this
    approach?
    (I asked myself)
    23

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  24. 24

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  25. BOOT CAMP!!!
    (online)
    25

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  26. What
    happened
    We did! (3 times and now 4th)
    Program
    Contents
    Forum

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  27. 27
    Succeeded
    Succeeded
    What
    happened
    Data tracking
    The diagram sourced by: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/

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  28. We invented the new DevRel!
    Call it a day?
    28

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  29. 29

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  30. 30
    Key factors of success “we did”
    04

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  31. 31

    Focus on making the audience real
    working partners with the right skills to
    develop apps and support their clients

    We can engage developers with no pizza,
    beers, or too much jokes!
    01
    Shift to “educational
    trainers” from “funny
    icons”

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  32. 32

    Tell the developers where the working
    documents exist for checking by
    themselves later

    Letting developers understand why your
    product chose that tech. stack is very
    important
    02
    Do not give the
    answers only but the
    way of solving
    * The way of learning page in Boot Camp Video tutorial

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  33. 33

    Using your public contents like
    blogs/videos as textbooks for the
    audience brings more PVs to bring more
    audience through them

    Think and connect all of your outputs
    cyclic
    03
    Leverage funnels of
    contents and people

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  34. 34

    Do not pursue all people, but those who
    really want to learn your product with the
    account created in advance

    This helps two things: one is eliminating
    less motivated people and another is
    enabling tracking the audience activities
    after the event
    04
    Limit the audience to
    the account holders
    with passion
    * The LP limits the registration to those who
    really want to learn Shopify, and its form has
    Patrtner ID mandatory for their activity check

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  35. The future of DevRel “I think”
    05
    35

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  36. 36
    DevRel is an uncertain and
    winding road but...

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  37. 37
    … should be going to be more
    skill/layer oriented and analysis role
    37
    Source: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/

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  38. 38
    DevRel is not an only event
    hoster or contents writer but
    a key driver for business success
    with multiple skills out of coding
    ...

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  39. 39
    It’s your turn to invent your own
    DevRel to scale out your
    ecosystem!

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  40. Thanks!

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