Relationship in DevRel and Branding

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

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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

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand? 3

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

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

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PAGE # MOONGIFT / 50 DAY 2019/02/14 Brand = Mind share & Trust 6

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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

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Example 8

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

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

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

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

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

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

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

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/ 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

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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

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/ 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

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/ 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

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Purpose? 20

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

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

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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

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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

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Value? 25

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Developer vs Company Value = Beneﬁt - Cost 26 Value = Product × Contents × Relations

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/ 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

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Company 28 7BMVFPG1SPEVDU . BSLFUJOH

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Company 29 7BMVFPG1SPEVDU . BSLFUJOH 7BMVFPG3FMBUJPOT #SBOEJOH 7BMVFPG$POUFOUT )JHI2VBMJUZ$POUFOUT (PPE3FMBUJPOT

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

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PAGE DAY 2017/11/01 # MOONGIFT / 12 31 DevRel empowers brand building

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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

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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

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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

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Point 35

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PAGE DAY 2017/11/01 # MOONGIFT / 12 B2C or B2B 36 Completely diﬀerent #$ ## $VTUPNFST 6OTQFDJpFENBKPSJUZ 4QFDJpD 4UBLFIPMEFSTJO DVTUPNFS PSGFX .BOZ 4UBCJMJUZ /PUHPPE (PPE

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Brand position Be personally for your developers 37 &OUFSQSJTF 1FSTPOBM 8FC 4NBSUQIPOF 1SPHSBNNFS %#"ENJO

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Trust Trust isn't built in a day 38 Continuity Stability High Reactivity

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PAGE DAY 2017/11/01 # MOONGIFT / 12 When? 39

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PAGE DAY 2017/11/01 # MOONGIFT / 12 New Product 40 $POUSJCVUJPO 1SPEVDUJPO1IBTF %FWFMPQFE 1SPUPUZQF %FWFMPQFE1P$ 1SPKFDUTUBSU 3FMFBTF

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Existing Product 41 $POUSJCVUJPO "XBSFOFTTPG1SPEVDU %FWFMPQFE 1SPUPUZQF %FDSFBTJOH HPPEDVTUPNFS &OEPG&BSMZ "EBQUFS4UBHF 3FMFBTF 4UPQ."6 *ODSFBTJOH

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PAGE DAY 2017/11/01 # MOONGIFT / 12 Attention! 42

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

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PAGE DAY 2017/11/01 # MOONGIFT / 12 $PNQBOZ %FWFMPQFS :PVS4FSWJDF

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

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

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

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

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/ 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

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