Communities aren’t funnels: try the Orbit Model instead

The funnel is widely accepted in sales and marketing circles but works poorly for developer relations. Communities are built over time with many intermediate goals and long feedback loops. The Orbit Model is an alternative to the funnel that accounts for the multitude of ways developers drive adoption for the platforms they love. Come learn how to define the levels of your orbit and identify the highest potential developers at each level.

Transcript

1. @dzello · #DevRelCon
   Communities aren't funnels:
   Try the Orbit Model instead
   @dzello · #DevRelCon
   Josh Dzielak · DevRelCon London - December 11, 2019
   

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2. @dzello · #DevRelCon
   I’m Josh
   Developer Advocate Advocate
   Co-founder & CTO at Orbit
   He/him
   Always on brand
   

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3. @dzello · #DevRelCon
   The Orbit Model is a tool
   for building enthusiastic
   communities
   

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4. @dzello · #DevRelCon
   Elias St. Elmo Lewis
   created the marketing
   funnel in 1898
   “that’s my real name!”
   

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5. @dzello · #DevRelCon
   Software is adopted,
   not sold.
   Welcome to the Year 2020
   

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6. @dzello · #DevRelCon
   Adoption is a
   new science.
   ● happens slowly over time
   ● use long before you buy
   ● discovery is word-of-mouth
   ● community is the engine
   

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7. @dzello · #DevRelCon
   Applied to
   adoption, the
   funnel is a
   downward
   spiral.
   The following examples will be awkward.
   
   
   
   
   
   
   ‍
   ‍
   

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8. @dzello · #DevRelCon
   “How many leads came from
   our last meetup?”
   The answer is 42.
   

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9. @dzello · #DevRelCon
   “Can you share that
   developer’s email with the
   sales team?”
   Sorry, my laptop keeps dropping the wifi.
   

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10. @dzello · #DevRelCon
    The Orbit Model
    Introducing
    ‍
    
    ‍
    
    

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11. @dzello · #DevRelCon
    The Orbit Model helps you:
    Explain what it
    is you do as a
    DevRel
    Identify key
    developers
    to work with
    Measure and
    communicate
    your impact
    
    

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12. @dzello · #DevRelCon
    The fundamental equation:
    Gravity =
    Love x Reach
    

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13. @dzello · #DevRelCon
    Well-connected
    Respected by peers
    Passion for teaching
    Love
    Expert knowledge
    High satisfaction
    Part of the tribe
    Reach
    

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14. @dzello · #DevRelCon
    Ambassadors
    

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15. @dzello · #DevRelCon
    Fans
    

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16. @dzello · #DevRelCon
    Users
    

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17. @dzello · #DevRelCon
    Observers
    

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18. @dzello · #DevRelCon
    Answers to the quiz later
    ● Software is adopted, not sold
    ● If you do DevRel, you do adoption
    ● Funnel : Conversion :: Orbit : Adoption
    ● Orbit Model is incrementally adoptable
    

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19. @dzello · #DevRelCon
    Thank you!
    github.com/orbit-love/orbit-model
    

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