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Evangelismo técnico:
qué, cómo y por qué
Trisha Gee
Lead Developer Advocate
@trisha_gee
trishagee.com
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● Lead Developer Advocate
● Java Champion & Author
● 20+ years development experience
● 12 years in DevRel
Trisha Gee
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• What
• Why
• Which
• Who
• How
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guat?
¿qué?
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https://en.wikipedia.org/wiki/Developer_relations
DevRel
/dɛvrɪˈl/
noun
Developer Relations, abbreviated as DevRel, is an umbrella term for practices
employed by an organization that builds developer-facing software to connect
with the developers that use that software…. the activities involved are
sometimes referred to as a developer program or a DevRel program.
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DevRel is a function
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I am not “a DevRel”
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Developer Advocate
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Technical Evangelist
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Oxford Languages
evangelism
/ɪˈvan(d)ʒəlɪz(ə)m/
noun
the spreading of the Christian gospel by public preaching or personal witness.
• zealous advocacy or support of a particular cause."I arrived in a state of
high evangelism"
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Community Manager
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Technical Writer
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Developer Educator
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Developer Experience
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It doesn’t fit into one
organisation
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jao?
¿cómo?
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• Presentations: conferences, meetups, remote talks
• Podcasts, panels, guest appearances
• Blog posts and articles (on your channels or guests)
• Videos: YouTube; socials
• Social media: publishing, promoting others, responding
• Developer support: tickets, stackoverflow, forums, slack, discord, social
• Coding: examples; samples; reference tools; open source libraries; APIs; plugins; drivers
• Community programmes (Java Champions, Microsoft MVP, Google Developer Expert, Gradle Fellows)
• Tutorials & training: written; self-paced videos; remote live training; live in-person
• Product feedback and ideas
• Sales support, pre-sales, customer presentations
• Marketing content and consulting
• Networking, testimonials, hub for joining people
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¡Ostras, es un montonaso!
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guay?
¿por qué?
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To attract customers
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To facilitate onboarding
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To improve retention
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To recruit great developers
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Developers
developers
developers
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You don’t need DevRel is if you
don’t have, hire, speak to, sell to
or work with developers
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guich?
¿cuales?
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Organisations that…
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…sell to developers
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…have an API
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…maintain Open Source
projects
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…have developers
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jú?
¿quién?
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Step 1: co-ordinate your
existing people
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This is a cross-functional role
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Step 2: Growing DevRel
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Specialists or Generalists?
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Junior or Experienced?
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Technical or “Soft” skills?
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https://bit.ly/3RG85vc
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jao? (aguén)
¿cómo? (otra vez)
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• Presentations: conferences, meetups, remote talks
• Podcasts, panels, guest appearances
• Blog posts and articles (on your channels or guests)
• Videos: YouTube; socials
• Social media: publishing, promoting others, responding
• Developer support: tickets, stackoverflow, forums, slack, discord, social
• Coding: examples; samples; reference tools; open source libraries; APIs; plugins; drivers
• Community programmes (Java Champions, Microsoft MVP, Google Developer Expert, Gradle Fellows)
• Tutorials & training: written; self-paced videos; remote live training; live in-person
• Product feedback and ideas
• Sales support, pre-sales, customer presentations
• Marketing content and consulting
• Networking, testimonials, hub for joining people
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When you know why you’re
doing it and who you have,
you can figure out how
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“The goal: up and to the right
She who gets her users further and
faster up the curve has a better
chance for success.”
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The Developer
Advocacy Bible
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jao tu feil?
¿cómo fracasar?
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The Lean Startup by Eric Ries
vanity metrics
/ˈvænəti ˈmɛtrɪks/
noun
Measurements that give "the rosiest picture possible" but do not accurately
reflect the key drivers of a business.
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common issues through community management, documentation, and content.
• First Response Time and Resolution Time: Measure how quickly DevRel is responding to community questions or issues and how long it
takes to resolve them.
• Self-Serve Resources Usage: Track usage metrics for self-serve resources, such as FAQs, troubleshooting guides, and knowledge base
articles. High usage may indicate that resources are effectively helping developers.
7. Business Impact Metrics
While DevRel's impact on revenue is often indirect, there are several ways to tie DevRel activities to business metrics:
• Lead Generation and Conversions: Track the number of leads generated through DevRel activities, such as webinars, blog posts, or
developer signups, and conversions into paying customers.
• Customer Lifetime Value (CLTV) of Developer-driven Customers: Measure if developers who engage with DevRel have a higher
customer lifetime value than others, showing a long-term impact.
• Expansion Revenue through Upsells/Cross-Sells: Monitor if engaged developers go on to influence or recommend upgrades, leading to
additional revenue through new feature adoption.
8. Qualitative Feedback
Since DevRel is highly community-focused, qualitative feedback is crucial:
• Developer Satisfaction Surveys: Conduct regular surveys to gauge developer satisfaction with the product, support, and community
resources.
• Anecdotal Feedback and Success Stories: Collect testimonials, success stories, and anecdotes that reflect the value DevRel brings to
developers and the community.
• Case Studies and Project Highlights: Share stories and case studies from developers who have succeeded with the product, demonstrating
real-world impact.
Tailoring Metrics to Program Goals
The right metrics depend on the specific goals of your DevRel program. For example, if the focus is on adoption and onboarding, metrics like
activation rate, time to integration, and documentation usage will be crucial. On the other hand, if the goal is community building, community
engagement and content performance metrics may be more relevant.
Using a combination of these metrics—alongside a clear understanding of the program’s objectives—can help provide a comprehensive view
of DevRel success and areas for improvement.
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Unclear objectives
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No objectives
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Incompatible objectives
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Have objectives!
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Clashing Immovable
Deadlines
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Maker’s and Manager’s
schedule
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Calendar and planning
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Prioritisation
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Negotiation
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Travel time
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Travel time is Manager’s
Schedule
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Selling features
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Badass: Making Users Awesome by Kathy Sierra
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Show them what they can do
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“If you build it, they will
come”
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Go where the users are
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Running at 100% efficiency
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Make time for slack
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jao tu claimb?
¿cómo escalar?
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Do moarrrrrr!!!
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Hire loads of people!!!!
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Hire influencers!!!!!
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Work smarter, not harder
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Reuse content
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Take care of the details
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Reuse content
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Running at 100% efficiency
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Get someone else to do the
job
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“Every moment of every day,
somebody mentions something
they love-could-not-do-without.
Whether face-to-face or in
blogs, reviews, discussions,
tweets, comments, updates,
texts, photos—people talk.
Sustained bestsellers are
recommended.”
Badass: Making Users Awesome by Kathy Sierra
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Champion programs
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User groups
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Give your fans the tools to
succeed
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Amplify their content
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somaraisin
resumiendo
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bit.ly/dev-rel-trg