Tweet
Tweet

Slide 1

Slide 1 text

DEVELOPERS MARKETING TO 1

Slide 2

Slide 2 text

MARKETING TO DEVELOPERS OUTLINE ▸ How I got here ▸ Before you start ▸ Process overview, team roles, and metrics ▸ Developer marketing framework ▸ Recommended reading

Slide 3

Slide 3 text

SENIOR DIRECTOR, DEVELOPER MARKETING JOHN BRITTON

Slide 4

Slide 4 text

DEVELOPER EVANGELIST JOHN BRITTON Form erly

Slide 5

Slide 5 text

BEFORE YOU START THREE THINGS YOU NEED

Slide 6

Slide 6 text

PRODUCT A TOTALLY SOLID #1

Slide 7

Slide 7 text

AUDIENCE A CLEARLY DEFINED #2

Slide 8

Slide 8 text

BUSINESS A MONEY-MAKING #3

Slide 9

Slide 9 text

OVERVIEW PROCESS, TEAM, AND METRICS

Slide 10

Slide 10 text

OVERVIEW PROCESS Be there for your developers Help developers help themselves Show and tell the world Support Content Outreach Operations Programs ⚙ Don’t repeat yourself Win the same way over and over

Slide 11

Slide 11 text

OVERVIEW TEAM Outreach ⚙ Operations Programs Developer Advocate all programs, specialized by region highly technical and teaching minded Community Operations all programs, specialized by skill expert front-line support Program Manager few programs, specialized by audience passionate subject area expert

Slide 12

Slide 12 text

NPS = %PROMOTERS — %DETRACTORS “HOW LIKELY ARE YOU TO RECOMMEND [PRODUCT] TO A FRIEND OR COLLEAGUE?” OVERVIEW METRICS Net Promoter Score Program Members User Engagements Quality Quantity Activity

Slide 13

Slide 13 text

SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 14

Slide 14 text

CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 15

Slide 15 text

CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 16

Slide 16 text

CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 17

Slide 17 text

CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 18

Slide 18 text

CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 19

Slide 19 text

CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 20

Slide 20 text

SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 21

Slide 21 text

BE THERE FOR YOUR DEVELOPERS. SUPPORT

Slide 22

Slide 22 text

BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT

Slide 23

Slide 23 text

BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT MAKE FEATURE LISTS

Slide 24

Slide 24 text

BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT SPEAK LIKE A HUMAN MAKE FEATURE LISTS

Slide 25

Slide 25 text

BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT SPEAK LIKE A HUMAN MAKE FEATURE LISTS

Slide 26

Slide 26 text

HELP DEVELOPERS HELP THEMSELVES. CONTENT

Slide 27

Slide 27 text

HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT

Slide 28

Slide 28 text

HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT DEFINE STRUCTURE

Slide 29

Slide 29 text

HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT DESIGN FOR REUSE DEFINE STRUCTURE

Slide 30

Slide 30 text

PUT A URL ON IT HELP DEVELOPERS HELP THEMSELVES. CONTENT DESIGN FOR REUSE DEFINE STRUCTURE

Slide 31

Slide 31 text

SHOW AND TELL THE WORLD. OUTREACH

Slide 32

Slide 32 text

SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE

Slide 33

Slide 33 text

SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE BE THE LIVING ROOM

Slide 34

Slide 34 text

SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE DON’T FOLLOW THE CROWD BE THE LIVING ROOM

Slide 35

Slide 35 text

SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE DON’T FOLLOW THE CROWD BE THE LIVING ROOM

Slide 36

Slide 36 text

DON’T REPEAT YOURSELF. ⚙ OPERATIONS

Slide 37

Slide 37 text

DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS

Slide 38

Slide 38 text

DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS AUTOMATE

Slide 39

Slide 39 text

DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS REFACTOR AUTOMATE

Slide 40

Slide 40 text

DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS REFACTOR AUTOMATE

Slide 41

Slide 41 text

WIN THE SAME WAY OVER AND OVER. PROGRAMS

Slide 42

Slide 42 text

WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS

Slide 43

Slide 43 text

WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS PLAN FOR SCALE

Slide 44

Slide 44 text

WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS KEEP IT SIMPLE PLAN FOR SCALE

Slide 45

Slide 45 text

#MyOctocat

Slide 46

Slide 46 text

WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS KEEP IT SIMPLE PLAN FOR SCALE

Slide 47

Slide 47 text

SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

Slide 48

Slide 48 text

MARKETING TO DEVELOPERS RECOMMENDED READING Platform Revolution Traction Gabriel Weinberg and 
 Justin Mares Made to Stick Chip and Dan Heath Sangeet Paul Choudary, Geoffrey G. Parker, and Marshall W. Van Alstyne

Slide 49

Slide 49 text

✉ [email protected] @JOHNDBRITTON JDB.IO JOHN BRITTON EMAIL UPDATES: JDB.IO/MARKETING-TO-DEVELOPERS WORK WITH US: GITHUB.COM/ABOUT/CAREERS