Our new DevRel: Invention of scaling out partner ecosystem

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Our new DevRel: Invention of scaling out partner ecosystem Junichi Okamura 2020.11.14 @ DevRel Asia 2020

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Shopify and its ecosystem 01 Contents 3 Our ﬁrst success and failure 02 What we changed and happened 03 Key factors of success “we did” 04 The future of DevRel “I think” 05

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Shopify and its ecosystem 01 4

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Shopify is a leading multi-channel commerce platform. 2006 Platform Released $2,080M Revenue (Last 12 months) 5,300 Apps in our App Store ~$200B Total Sales on Shopify by Merchants (Cumulative) 2.9 million Merchant Staﬀ Accounts (December 31, 2019) +1M Merchants — in — ~175 Countries 5,000+ Employees At a Glance 37,400 Partners who have referred at least one merchant to Shopify in the last 12 months $180M Paid out in 2019 to partners by Shopify for apps and services beneﬁting our merchants (June 30, 2020) (June 30, 2020) (June 30, 2020)

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6 One Platform, Every Channel, Any Device

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7 Inventory & Fulﬁllment Shipping Order Management Analytics Marketing Payments Apps Capital Single Integrated Back Oﬃce.

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Rest of the World 15% Revenue 29% Merchants * Revenue and merchants as at December 31, 2019 Canada 6% Revenue 6% Merchants USA 68% Revenue 52% Merchants Australia 4% Revenue 6% Merchants UK 7% Revenue 7% Merchants We are growing globally

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Extensive Partner Ecosystem 5,300 10 Apps extending product capabilities Referred at least one merchant to Shopify in the last 12 months 37,400 Apps Agencies & Web Designers

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Extensive Partner Ecosystem 11 Rapid growth in Japan too

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All sounds good? Nothing to talk today? 12

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14 Our success and failure 02

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Success and failure 15 One year ago...

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● Awareness of our app ecosystem in the audience ● Scaling up the communication of the audience ● Qualitative measurement of our activity with emotional feedback Success and failure 16 What did we succeed in?

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● Converting to real app developers from the audience ● Scaling out the number of the audience ● Quantitative measurement of our activity with data tracking Success and failure 17 What did we fail in?

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Success and failure 18 The diagram sourced by: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/ Succeeded Failed

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“How should we scale out this activity???” 19

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20 What we changed and happened 03

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21 What we changed We started to think backward Goal (why) Start (what) 2020 backward 2019 forward The diagram sourced by: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/

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What we changed CHECK ITEM BEFORE (2019) AFTER (2020) FOR? Place (where) Ofﬂine Online (*) Scalability Audience (who) Everyone Selected Conversion Goal (why) Knowledge Education Conversion Contents (what) Deck Blog/Video Scalability Style (how) Workshop Program Conversion Measurement (which) # of feedbacks/shares # of shops/apps Being Quantitative 22 How do we make a growth? * We decided this before COVID-19

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What do you call this approach? (I asked myself) 23

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BOOT CAMP!!! (online) 25

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What happened We did! (3 times and now 4th) Program Contents Forum

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27 Succeeded Succeeded What happened Data tracking The diagram sourced by: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/

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We invented the new DevRel! Call it a day? 28

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30 Key factors of success “we did” 04

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31 ● Focus on making the audience real working partners with the right skills to develop apps and support their clients ● We can engage developers with no pizza, beers, or too much jokes! 01 Shift to “educational trainers” from “funny icons”

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32 ● Tell the developers where the working documents exist for checking by themselves later ● Letting developers understand why your product chose that tech. stack is very important 02 Do not give the answers only but the way of solving * The way of learning page in Boot Camp Video tutorial

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33 ● Using your public contents like blogs/videos as textbooks for the audience brings more PVs to bring more audience through them ● Think and connect all of your outputs cyclic 03 Leverage funnels of contents and people

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34 ● Do not pursue all people, but those who really want to learn your product with the account created in advance ● This helps two things: one is eliminating less motivated people and another is enabling tracking the audience activities after the event 04 Limit the audience to the account holders with passion * The LP limits the registration to those who really want to learn Shopify, and its form has Patrtner ID mandatory for their activity check

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The future of DevRel “I think” 05 35

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36 DevRel is an uncertain and winding road but...

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37 … should be going to be more skill/layer oriented and analysis role 37 Source: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/

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38 DevRel is not an only event hoster or contents writer but a key driver for business success with multiple skills out of coding ...