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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

4cafe6a1c6287d64d7252279eeeffa94?s=128

Atsushi Nakatsugawa

November 13, 2020
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Transcript

  1. PAGE DAY 2017/11/01 # MOONGIFT / 12 Relationship in DevRel

    and Branding Atsushi, MOONGIFT 1
  2. 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
  3. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand? 3

  4. PAGE # MOONGIFT / 50 DAY 2019/02/14 4

  5. PAGE # MOONGIFT / 50 DAY 2019/02/14 Brand 5

  6. PAGE # MOONGIFT / 50 DAY 2019/02/14 Brand = Mind

    share & Trust 6
  7. 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
  8. PAGE DAY 2017/11/01 # MOONGIFT / 12 Example 8

  9. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand Ranking 9

  10. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand Ranking 10

  11. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand Ranking 11

  12. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand Ranking 12

  13. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand Ranking 13

  14. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand Ranking 14

  15. PAGE DAY 2017/11/01 # MOONGIFT / 12 Benefit? 15

  16. / 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
  17. 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
  18. / 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
  19. / 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
  20. PAGE DAY 2017/11/01 # MOONGIFT / 12 Purpose? 20

  21. PAGE DAY 2017/11/01 # MOONGIFT / 12 Purpose of brand

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

    construction? Expected to contribute to revenues 22 Satisfaction ⤴ Escape price war
  23. 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
  24. 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
  25. PAGE DAY 2017/11/01 # MOONGIFT / 12 Value? 25

  26. PAGE DAY 2017/11/01 # MOONGIFT / 12 Developer vs Company

    Value = Benefit - Cost 26 Value = Product × Contents × Relations
  27. / 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
  28. PAGE DAY 2017/11/01 # MOONGIFT / 12 Company 28 7BMVFPG1SPEVDU

    . BSLFUJOH
  29. PAGE DAY 2017/11/01 # MOONGIFT / 12 Company 29 7BMVFPG1SPEVDU

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

    BSLFUJOH 7BMVFPG3FMBUJPOT #SBOEJOH 7BMVFPG$POUFOUT )JHI2VBMJUZ$POUFOUT (PPE3FMBUJPOT DevRel!! Company
  31. PAGE DAY 2017/11/01 # MOONGIFT / 12 31 DevRel empowers

    brand building
  32. 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
  33. 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
  34. 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
  35. PAGE DAY 2017/11/01 # MOONGIFT / 12 Point 35

  36. PAGE DAY 2017/11/01 # MOONGIFT / 12 B2C or B2B

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

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

    built in a day 38 Continuity Stability High Reactivity
  39. PAGE DAY 2017/11/01 # MOONGIFT / 12 When? 39

  40. PAGE DAY 2017/11/01 # MOONGIFT / 12 New Product 40

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

    $POUSJCVUJPO "XBSFOFTTPG1SPEVDU %FWFMPQFE 1SPUPUZQF %FDSFBTJOH HPPEDVTUPNFS &OEPG&BSMZ "EBQUFS4UBHF 3FMFBTF 4UPQ."6 *ODSFBTJOH
  42. PAGE DAY 2017/11/01 # MOONGIFT / 12 Attention! 42

  43. PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand = Accumulation

    of trust 43
  44. PAGE DAY 2017/11/01 # MOONGIFT / 12 $PNQBOZ %FWFMPQFS :PVS4FSWJDF

  45. PAGE DAY 2017/11/01 # MOONGIFT / 12 $PNQBOZ

  46. PAGE DAY 2017/11/01 # MOONGIFT / 12 $PNQBOZ

  47. PAGE DAY 2017/11/01 # MOONGIFT / 12 $PNQBOZ ❤ ❤

  48. PAGE DAY 2017/11/01 # MOONGIFT / 12 Conclusion 48

  49. / 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
  50. PAGE # MOONGIFT / 50 DAY 2019/02/14 Thanks & Enjoy

    Conference! 50 @goofmint fb.me/goofmint