Scaling external advocacy without losing your soul

Submitted via CFP and presented at DevRelCon London 2017

Transcript

1. WITHOUT LOSING YOUR SOUL SCALING EXTERNAL ADVOCACY
2. THAT’S TIRING 39 EVENTS 2 DURING MY FIRST 3 MONTHS AT GITHUB.
3. 3 A WEEK IN THE LIFE REAL WORK TRAVEL EVENT TRAVEL JETLAG SCREAM PHONE CALLS TRAVEL EVENT TRAVEL JETLAG INTO DND EMAILS TRAVEL EVENT TRAVEL CATCHUP THE DND USA WAKES UP TRAVEL EVENT TRAVEL CATCHUP ABYSS MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
4. 12 EVENTS 4 DURING THE NEXT 3 MONTHS.
5. 22 EVENTS 5 BY GITHUB CAMPUS EXPERTS
6. NOW I CAN SCREAM INTO THE ABYSS ON WEDNESDAYS. 34 EVENTS 6 SUSTAINING OUR COMMUNITY SUSTAINABLY.
7. 7 16 COUNTRIES 63 CAMPUS EXPERTS 1000+ IN TRAINING 140+ ACTIVITIES
9. WITHOUT LOSING YOUR SOUL SCALING EXTERNAL ADVOCACY
10. STAGES TO BUILD EXTERNAL ADVOCATE PROGRAMS 5
11. G STRATEGY GIVES RISE TO NEED. GROUNDWORK.
12. GO CRITERIA FOR MEETING USER NEEDS AND BUSINESS GOALS. OUTCOMES.
13. GOT EMPOWERING USERS TO MAKE THE RIGHT DECISIONS. TRUST.
14. GOTO BUILD FOR SCALE. AUTOMATE ALL THE THINGS. OPERATIONS.
15. GOTO(1) GROW THROUGH ITERATION. ITERATE.
16. GOTO(1) THROUGH JAZZY ACRONYMS. SCALING EXTERNAL ADVOCACY
18. GOTO(1) GROUNDWORK.
19. THE NEED FOR EXTERNAL ADVOCATES GROWS OUT OF YOUR STRATEGY. STRATEGY++ 19
20. @JOHNDBRITTON, DEVRELCON TOKYO MARKETING TO DEVELOPERS
21. FOR PLANNING WORK AND MEASURING SUCCESS. SCOOP FRAMEWORK
22. BE THERE FOR YOUR DEVELOPERS. 22 SUPPORT
23. BE THERE FOR YOUR DEVELOPERS. 23 SUPPORT DEVELOPER MARKETING
24. BE THERE FOR YOUR DEVELOPERS. 24 SUPPORT DEVELOPER MARKETING STUDENTS
25. BE THERE FOR YOUR DEVELOPERS. 25 SUPPORT DEVELOPER MARKETING STUDENTS STUDENT LEADERS
26. SUPPORT NEEDS 26 STUDENT LEADERS
27. SUPPORT NEEDS 27 STUDENT LEADERS WORKSHOP CONTENT
28. SUPPORT NEEDS 28 STUDENT LEADERS WORKSHOP CONTENT SPONSORSHIP SWAG
29. SUPPORT NEEDS 29 STUDENT LEADERS WORKSHOP CONTENT SPONSORSHIP SWAG OPEN SOURCE INDUSTRY
30. HELP DEVELOPERS HELP THEMSELVES 30 CONTENT
31. HELP DEVELOPERS HELP THEMSELVES 31 CONTENT TRAINING KIT
32. HELP DEVELOPERS HELP THEMSELVES 32 CONTENT TRAINING KIT FIRST TIME GRANT
33. HELP DEVELOPERS HELP THEMSELVES 33 CONTENT TRAINING KIT FIRST TIME GRANT
34. SHOW AND TELL THE WORLD 34 OUTREACH
35. SHOW AND TELL THE WORLD 35 OUTREACH MLH HACKATHON GRANT
36. SHOW AND TELL THE WORLD 36 OUTREACH MLH HACKATHON GRANT DIGITALOCEAN
 HACKTOBERFEST
 MEETUPS
37. SHOW AND TELL THE WORLD 37 OUTREACH MLH HACKATHON GRANT DIGITALOCEAN
 HACKTOBERFEST
 MEETUPS HACKCON HOSTING PARTNERSHIP
38. DON’T REPEAT YOURSELF 38 OPERATIONS
39. DON’T REPEAT YOURSELF 39 OPERATIONS MLH HACKATHON GRANT
40. DON’T REPEAT YOURSELF 40 OPERATIONS MLH HACKATHON GRANT CANNED REPLIES
41. DON’T REPEAT YOURSELF 41 OPERATIONS MLH HACKATHON GRANT CANNED REPLIES FULFILMENT CONTRACTORS
42. WIN THE SAME WAY OVER AND OVER 42 PROGRAMS
43. WIN THE SAME WAY OVER AND OVER 43 PROGRAMS STUDENT LEADERS
44. WIN THE SAME WAY OVER AND OVER 44 PROGRAMS STUDENT LEADERS WORKSHOPS SPONSORSHIP OPPORTUNITIES
45. WIN THE SAME WAY OVER AND OVER 45 PROGRAMS STUDENT LEADERS WORKSHOPS SPONSORSHIP OPPORTUNITIES GITHUB OPEN SOURCE SOFTWARE
46. GOTO(1) OUTCOMES.
48. FOR THE STUDENT LEADERS IS A WIN FOR GITHUB. OUTCOMES THAT SERVE BOTH USER AND BUSINESS. A WIN 48
49. 49 &
50. 50 DON’T EXPECT THEM TO USE TACTICS YOU WOULDN’T USE YOURSELF.
51. GOTO(1) TRUST.
52. ➡ 52 ➡ DON’T TAKE ADVANTAGE. REPRESENT THE BRAND.
53. TRUST EMPOWERS EXTERNAL ADVOCATES TO MAKE THE BEST CHOICES. MICROMANAGEMENT DOESN’T SCALE. CHOICES. 53
54. EXAMPLE: COL40 CONFERENCE
55. A TALE OF TRUST. 55 CAMPUS EXPERTS ➡ COL40 • A personal ask from a conference organiser to GitHub. • We offered a student speaker in our place because we trust Campus Experts to do an amazing job. • The organiser accepted the substitution. • They trusted us when we said the student was capable of the quality we had been invited to deliver.
56. KIMBERLY NOEL I GOT UP ON THAT STAGE AND I DID JUST THAT. I ROCKED IT.
57. CAMPUS EXPERTS HELP US SAY YES MORE OFTEN. SURPRISE AND DELIGHT OUR COMMUNITY. SAY YES. 57
58. LOCAL CONTEXT AND GOOD CHOICES SAVES TIME AND MONEY. LOCAL KNOWLEDGE 58
59. ESTABLISHING TRUST.
60. EXPECTATIONS, SKILLS, OUTCOMES. 60 TRAINING
61. SCREENING FOR UNDERSTANDING. 61 APPLICATION
62. THEY’RE YOUR SAVVIEST USERS. 62 KEEP IT REAL • Tell them why they are here. • Tell them how it affects the bottom line. • Tell them how their actions affect the program. • This gives them the tools to make the BEST CHOICES.
63. THEY’RE YOUR SAVVIEST USERS. 63 KEEP IT REAL • Tell them why they are here. • Tell them how it affects the bottom line. • Tell them how their actions affect the program. • This gives them the tools to make the BEST CHOICES.
64. NOT FOR EVERYONE. EXAMPLE: MEETUP PROGRAM. TRAINING? 64
65. FOR A MEET UP PROGRAM. 65 ALTERNATIVES • Valuable to participants. • Exposes you to the work of the individual. • Sets expectations. • Communicates outcomes.
66. GOTO(1) OPERATIONS.
68. USE WHAT’S ALREADY THERE
70. 70 SCALABLE TRAINING. • Deliver content to participants. • Place they could get support. • Submit exercises. • Review work. • Easy metrics and automation.
77. SUCK IT, MICKEY. NPS 60 77 STUDENTS LOVE THIS TRAINING. DISNEY’S NPS IS 50.
78. “ 583 SURVEY RESPONSES AND COUNTING. 78 THIS MODULE WAS GREAT TO HELP ME DIG DEEP INTO THE PROBLEMS IN THE CURRENT COMMUNITY AND GIVE ME IDEAS ON HOW TO SOLVE THEM.
79. “ 583 SURVEY RESPONSES AND COUNTING. 79 AWESOME MATERIAL TO LEARN. KIM EXPLAINED IN A VERY CLEAR WAY AND I WAS ABLE TO CREATE MY FIRST PLUGIN. I NOW HAVE A PUBLISHED ATOM PLUGIN!
82. OPEN SOURCE METHODOLOGIES
83. NOTHING IS SET IN STONE. PRS WELCOME 83
85. 85 RESOURCES.GITHUB.COM/ARTICLES/INTRODUCTION-TO-INNERSOURCE/
86. PLAN FOR FUTURE SCALE
87. ACCESS CONTROL FOR BENEFITS. 87 BADGES
89. AND NOTHING IN BETWEEN* * MOSTLY. YES/NO 89
90. OBJECTIVE > SUBJECTIVE 90
91. FALL WITH STYLE. 91 SCALE GRACEFULLY. INVITE ONLY QUALITY NEW OPEN SIZE REFINED
92. SIZE DOES NOT IMPLY IT. DO NOT FORGET TO FACTOR FOR DIVERSITY IN YOUR SCALING. INCLUSIVITY. 92
93. GOTO(1) ITERATE.
94. WHAT ARE THE RECURRING SUPPORT QUERIES OF YOUR EXTERNAL ADVOCATES? IT’S PROGRAMS ALL THE WAY DOWN! RE-SCOOP. 94
95. SUPPORTING EXPERTS IN THEIR REGION. CAMPUS REPS 95
98. GOTO(1)
99. GOTO(1) GROUNDWORK.
100. GOTO(1) OUTCOMES.
101. GOTO(1) TRUST.
102. GOTO(1) OPERATIONS.
103. GOTO(1) ITERATE.
104. WORK WITH US
105. PARTNERSHIPS
107. JOBS
108. YOU COULD BE ME! BUT FOR MAINTAINERS. GITHUB.COM/ABOUT/JOBS
109. EXTERNAL ADVOCATE COMMUNITY
110. @JNA_SH, JOENASH@GITHUB.COM THANK YOU!