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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 # MOONGIFT / 50 DAY 2019/02/14 Who am I?

    2 @goofmint fb.me/goofmint Atsushi CEO, MOONGIFT Evangelist Community Organize https://www.moongift.jp
  2. PAGE # MOONGIFT / 50 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
  3. / 12 / 12 PAGE DAY 2017/11/01 CONFIDENTIAL / 12

    Brand gives you… 1.Decreasing acquired user cost 2.Increasing lifetime value of user 3.Differentiation with your competitors 16
  4. PAGE DAY 2017/11/01 # MOONGIFT / 12 Decreasing acquired user

    cost •Selected your service without any consider •Recommended by friends, co-worker or others 17
  5. / 12 / 12 PAGE DAY 2017/11/01 CONFIDENTIAL / 12

    Increasing lifetime value of user •Continue to use the service •Don’t switch other brand(service) 18
  6. / 12 / 12 PAGE DAY 2017/11/01 CONFIDENTIAL / 12

    Differentiation with your competitors •Don't rely on price or features •User protects from clone services 19
  7. PAGE DAY 2017/11/01 # MOONGIFT / 12 Purpose of brand

    construction? Expected to contribute to revenues 21
  8. PAGE DAY 2017/11/01 # MOONGIFT / 12 Purpose of brand

    construction? Expected to contribute to revenues 22 Satisfaction ⤴ Escape price war
  9. PAGE DAY 2017/11/01 # MOONGIFT / 12 Purpose of brand

    construction? Expected to contribute to revenues 23 Satisfaction ⤴ Escape price war Relationship Get long LTV
  10. PAGE DAY 2017/11/01 # MOONGIFT / 12 Purpose of brand

    construction? Expected to contribute to revenues 24 Satisfaction ⤴ Escape price war Relationship Get long LTV Reputation ✌ Decrease CPA
  11. PAGE DAY 2017/11/01 # MOONGIFT / 12 Developer vs Company

    Value = Benefit - Cost 26 Value = Product × Contents × Relations
  12. / 12 / 12 PAGE DAY 2017/11/01 CONFIDENTIAL / 12

    Developer 27 $POTDJPVT 6ODPOTDJPVT &WFSZCFOFpUT (FU4BWFEBUB (FU4FSWFS*OTUBODF (FUUFDIOJDBMTVQQPSU 1SPEVDUPXOFE &OWZ*SFDFJWFGSPNPUIFST "DRVJTJUJPOPGOFXLOPXMFEHF &WFSZDPTUT 1BZNFOUNPOFZ -FBSOIPXUPVTF 3FBEEPDVNFOU 1SPHSBNNJOH 5IFJSMJGFUJNF 3FHJTUSBUJPO %FCVH
  13. PAGE DAY 2017/11/01 # MOONGIFT / 12 Company 29 7BMVFPG1SPEVDU

    . BSLFUJOH 7BMVFPG3FMBUJPOT #SBOEJOH 7BMVFPG$POUFOUT )JHI2VBMJUZ$POUFOUT (PPE3FMBUJPOT
  14. PAGE DAY 2017/11/01 # MOONGIFT / 12 30 7BMVFPG1SPEVDU .

    BSLFUJOH 7BMVFPG3FMBUJPOT #SBOEJOH 7BMVFPG$POUFOUT )JHI2VBMJUZ$POUFOUT (PPE3FMBUJPOT DevRel!! Company
  15. PAGE DAY 2017/11/01 # MOONGIFT / 12 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
  16. PAGE DAY 2017/11/01 # MOONGIFT / 12 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
  17. PAGE DAY 2017/11/01 # MOONGIFT / 12 Contents •Concept •Product

    story •Document •Design •Blog articles •Demo app •SDK/Library 34 Relations •User community •Q&A •Social media •Hands-on •Hackathon
  18. PAGE DAY 2017/11/01 # MOONGIFT / 12 B2C or B2B

    36 Completely different #$ ## $VTUPNFST 6OTQFDJpFENBKPSJUZ 4QFDJpD 4UBLFIPMEFSTJO DVTUPNFS PSGFX .BOZ 4UBCJMJUZ /PUHPPE (PPE
  19. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand position Be

    personally for your developers 37 &OUFSQSJTF 1FSTPOBM 8FC 4NBSUQIPOF 1SPHSBNNFS %#"ENJO
  20. PAGE DAY 2017/11/01 # MOONGIFT / 12 Trust Trust isn't

    built in a day 38 Continuity Stability High Reactivity
  21. PAGE DAY 2017/11/01 # MOONGIFT / 12 New Product 40

    $POUSJCVUJPO 1SPEVDUJPO1IBTF %FWFMPQFE 1SPUPUZQF %FWFMPQFE1P$ 1SPKFDUTUBSU 3FMFBTF
  22. PAGE DAY 2017/11/01 # MOONGIFT / 12 Existing Product 41

    $POUSJCVUJPO "XBSFOFTTPG1SPEVDU %FWFMPQFE 1SPUPUZQF %FDSFBTJOH HPPEDVTUPNFS &OEPG&BSMZ "EBQUFS4UBHF 3FMFBTF 4UPQ."6 *ODSFBTJOH
  23. / 12 / 12 PAGE DAY 2017/11/01 CONFIDENTIAL / 12

    Brand = Developer’s Love • Fast pass to access developers • Branding= Product × Contents × Community • Trust lost easy, build it hard 49
  24. PAGE # MOONGIFT / 50 DAY 2019/02/14 Thanks & Enjoy

    Conference! 50 @goofmint fb.me/goofmint