Our new DevRel: Invention of scaling out partner ecosystem

https://devrel.dev/asia-2020/

Transcript

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

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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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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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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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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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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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