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Relationship in DevRel and Branding

Relationship in DevRel and Branding

This is the slide that uses DevRel/Asia 2020

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

Atsushi Nakatsugawa

November 13, 2020
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  1. PAGE
    DAY 2017/11/01
    # MOONGIFT / 12
    Relationship in DevRel and Branding
    Atsushi, MOONGIFT
    1

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    # MOONGIFT / 50
    DAY 2019/02/14
    Who am I?
    2
    @goofmint
    fb.me/goofmint
    Atsushi
    CEO, MOONGIFT
    Evangelist
    Community
    Organize
    https://www.moongift.jp

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    Brand?
    3

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    DAY 2019/02/14 4

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    DAY 2019/02/14
    Brand
    5

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    DAY 2019/02/14
    Brand = Mind share & Trust
    6

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    DAY 2019/02/14
    Agenda
    • What is benefits of brand?
    • What is value of brand?
    • What is purpose of brand
    building?
    7
    *XJMMUBMLBCPVUʜ *%0/`5UBMLBCPVUʜ
    • Branding strategy
    • How to do branding project
    • Branding framework

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    Example
    8

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    Brand Ranking
    9

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    Brand Ranking
    10

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    Brand Ranking
    11

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    Brand Ranking
    12

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    Brand Ranking
    13

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    Brand Ranking
    14

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    Benefit?
    15

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    CONFIDENTIAL / 12
    Brand gives you…
    1.Decreasing acquired user cost
    2.Increasing lifetime value of user
    3.Differentiation with your competitors
    16

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  17. PAGE
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    Decreasing acquired user cost
    •Selected your service without any
    consider
    •Recommended by friends, co-worker or
    others
    17

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    Increasing lifetime value of user
    •Continue to use the service
    •Don’t switch other brand(service)
    18

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    Differentiation with your competitors
    •Don't rely on price or features
    •User protects from clone services
    19

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    Purpose?
    20

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    Purpose of brand construction?
    Expected to contribute to revenues
    21

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    Purpose of brand construction?
    Expected to contribute to revenues
    22
    Satisfaction ⤴
    Escape price war

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    Purpose of brand construction?
    Expected to contribute to revenues
    23
    Satisfaction ⤴
    Escape price war
    Relationship
    Get long LTV

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    Purpose of brand construction?
    Expected to contribute to revenues
    24
    Satisfaction ⤴
    Escape price war
    Relationship
    Get long LTV
    Reputation ✌
    Decrease CPA

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    Value?
    25

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    Developer vs Company
    Value = Benefit - Cost
    26
    Value = Product × Contents ×
    Relations

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    PAGE
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    CONFIDENTIAL / 12
    Developer
    27
    $POTDJPVT 6ODPOTDJPVT
    &WFSZCFOFpUT
    (FU4BWFEBUB
    (FU4FSWFS*OTUBODF
    (FUUFDIOJDBMTVQQPSU
    1SPEVDUPXOFE
    &OWZ*SFDFJWFGSPNPUIFST
    "DRVJTJUJPOPGOFXLOPXMFEHF
    &WFSZDPTUT 1BZNFOUNPOFZ
    -FBSOIPXUPVTF
    3FBEEPDVNFOU
    1SPHSBNNJOH
    5IFJSMJGFUJNF
    3FHJTUSBUJPO
    %FCVH

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  28. PAGE
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    Company
    28
    7BMVFPG1SPEVDU
    .
    BSLFUJOH

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    Company
    29
    7BMVFPG1SPEVDU
    .
    BSLFUJOH
    7BMVFPG3FMBUJPOT
    #SBOEJOH
    7BMVFPG$POUFOUT
    )JHI2VBMJUZ$POUFOUT
    (PPE3FMBUJPOT

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    # MOONGIFT / 12
    30
    7BMVFPG1SPEVDU
    .
    BSLFUJOH
    7BMVFPG3FMBUJPOT
    #SBOEJOH
    7BMVFPG$POUFOUT
    )JHI2VBMJUZ$POUFOUT
    (PPE3FMBUJPOT
    DevRel!!
    Company

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    31
    DevRel empowers brand building

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    fascinates developers
    32
    Value of Contents
    you want to tell people
    feels different others
    The Story that
    you want to help
    Information that expands the value of your service

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    Code software
    33
    Value of Contents
    Go to venue for user group
    Get official/unofficial support
    The experience that
    Contribute OSS library/Framework
    Relationships that increase the value of products

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    Contents
    •Concept
    •Product story
    •Document
    •Design
    •Blog articles
    •Demo app
    •SDK/Library
    34
    Relations
    •User community
    •Q&A
    •Social media
    •Hands-on
    •Hackathon

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    Point
    35

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    B2C or B2B
    36
    Completely different
    #$ ##
    $VTUPNFST 6OTQFDJpFENBKPSJUZ 4QFDJpD
    4UBLFIPMEFSTJO
    DVTUPNFS
    PSGFX .BOZ
    4UBCJMJUZ /PUHPPE (PPE

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  37. PAGE
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    Brand position
    Be personally for your developers
    37
    &OUFSQSJTF 1FSTPOBM
    8FC 4NBSUQIPOF
    1SPHSBNNFS %#"ENJO

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    Trust
    Trust isn't built in a day
    38
    Continuity
    Stability High Reactivity

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    When?
    39

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  40. PAGE
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    New Product
    40
    $POUSJCVUJPO
    1SPEVDUJPO1IBTF
    %FWFMPQFE
    1SPUPUZQF
    %FWFMPQFE1P$
    1SPKFDUTUBSU
    3FMFBTF

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  41. PAGE
    DAY 2017/11/01
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    Existing Product
    41
    $POUSJCVUJPO
    "XBSFOFTTPG1SPEVDU
    %FWFMPQFE
    1SPUPUZQF
    %FDSFBTJOH
    HPPEDVTUPNFS
    &OEPG&BSMZ
    "EBQUFS4UBHF
    3FMFBTF
    4UPQ."6
    *ODSFBTJOH

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    Attention!
    42

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    Brand = Accumulation of trust
    43

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    # MOONGIFT / 12





    $PNQBOZ
    %FWFMPQFS
    :PVS4FSWJDF

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    # MOONGIFT / 12





    $PNQBOZ

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    # MOONGIFT / 12





    $PNQBOZ

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    # MOONGIFT / 12





    $PNQBOZ
    ❤ ❤ ❤

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    Conclusion
    48

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    PAGE
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    CONFIDENTIAL / 12
    Brand = Developer’s Love
    • Fast pass to access developers
    • Branding= Product × Contents × Community
    • Trust lost easy, build it hard
    49

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    DAY 2019/02/14
    Thanks & Enjoy Conference!
    50
    @goofmint
    fb.me/goofmint

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