Evangelizin’ on a Budget All Things API Meetup - San Francisco February 16 - 2016 Tim Falls VP, Community @Keen_IO @TimFalls | [email protected] POV - evangelism works (in the right situation) and it can be done on any size budget Action - understand your situation, self-regulate, make it happen Benefit: an effective strategy that gives itself time to mature and realize different circumstances/realities - ie, experimentation and exploration Key point 1: understand the current landscape and what costs what Key point 2: divvy up your activities (strategy/tactics) into online/offline, try to do as much online as possible Key point 3: offline can be cheap, too, with the right tools + asset of a physical space

insert Ballin’ on a Budget video intro - by Nappy Roots

Who? About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)

Who? About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)

Who? About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)

Why? Why does this talk matter? / Why did i choose to give it? It first came to mind, from some simple reflection on where I am today and where i’ve been in the past. It dawned on me that I’ve been doing this evangelism thing for 5 years now, and the circumstances under which I’ve operated has varied greatly - specifically from a financial standpoint. That struck me as an interesting reality, and then I thought, I bet there were some lessons built into that experience. and then i unpacked that a bit… More interestingly than that simple fact was that it was all fun and challenging in different ways… And no matter what I was (overall) having a great time and doing lots of stuff and challenging myself and seeing what I enjoy doing and what I don’t, what I’m good at and what I’m not, and experimenting and learning The variance has kept it fresh (and if it hadn’t been varied, I might be burned out by now), and that travel is awesome but so is being at home (and even feeling like you have a home) and building yourself a routine. While interesting is nice, it’s just that: interesting. And of course I want to tell you an interesting story, but I’d also like to share with you a distillation of the lessons that were built into the experience in the form of a few tactical tips and an encouragement to diagnose your situation and view that set of circumstances from different, creative perspectives.

Why? Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here -

Why? Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here -

Why? Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here -

Why? In two years: Events: 20 200 Hackers: 5k 75k Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here -

Why else? Developer evangelism, community-building, etc can cost a lot of money; can be viewed as a cost center; is in some cases in a precarious standing within a given organization; does exhibit characteristics of a delicate (high[er] risk?) piece of the business strategy. This is true today, but it’s certainly less true than it was 3 years ago and will be even less true next year (I believe.) There’s a general sense in early 2016 that there may be a downturn - in the overall economy, in silicon valley, etc. And some signals indicating tightening of belts. I’ve heard from at least one evangelist that they were let go, because the team was axed. Note: this is not a scare tactic. I believe one should avoid acting out of fear / making decisions based on that emotion.

And..? Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and advancing ourselves. And we should continue to do so. I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence. I believe community building works and it is/will play a huge role in the future of business - because it’s human. Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk. -

And..? Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and advancing ourselves. And we should continue to do so. I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence. I believe community building works and it is/will play a huge role in the future of business - because it’s human. Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk. -

And..? Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and advancing ourselves. And we should continue to do so. I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence. I believe community building works and it is/will play a huge role in the future of business - because it’s human. Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk. -

And..? Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and advancing ourselves. And we should continue to do so. I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence. I believe community building works and it is/will play a huge role in the future of business - because it’s human. Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk. -

No content

Claim

Claim Evangelism works … with any size budget.

Claim Evangelism works … with any size budget. Action

Claim Evangelism works … with any size budget. Action Understand your situation, self-regulate, go.

Claim Evangelism works … with any size budget. Action Understand your situation, self-regulate, go. Benefit

Claim Evangelism works … with any size budget. Action Understand your situation, self-regulate, go. Benefit Effective strategy that allows time to mature and opportunity to explore different realities

Action Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next… Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.

1 - understand: your current financial reality, objectives Action Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next… Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.

1 - understand: your current financial reality, objectives 2 - develop & categorize: strategy & tactics Action Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next… Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.

1 - understand: your current financial reality, objectives 2 - develop & categorize: strategy & tactics 3 - optimize: to maximize results Action Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next… Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.

Understand This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr • events: 3/month This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr • events: 3/month • swag: 2k t-shirts This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr • events: 3/month • swag: 2k t-shirts • salaries: $100k*4 = $400k This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr • events: 3/month • swag: 2k t-shirts • salaries: $100k*4 = $400k • t-shirts: $8 * 2k = $16k This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr • events: 3/month • swag: 2k t-shirts • salaries: $100k*4 = $400k • t-shirts: $8 * 2k = $16k • events: 3 * 12 * $500 = $18k This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr • events: 3/month • swag: 2k t-shirts • salaries: $100k*4 = $400k • t-shirts: $8 * 2k = $16k • events: 3 * 12 * $500 = $18k • travel: (3/2) * 12 * $750 = $13,500 This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr • events: 3/month • swag: 2k t-shirts • salaries: $100k*4 = $400k • t-shirts: $8 * 2k = $16k • events: 3 * 12 * $500 = $18k • travel: (3/2) * 12 * $750 = $13,500 This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Scale: a case study comparison Understand Big SendGrid: • people: 1 to 14 team members in 3 yrs • events: 30/month • swag: 10k t-shirts/yr • salaries: $100k * 14 = $1,260,000 • t-shirts: $7 * 10k = $70k • events: 30 * 12 * $500 = $180k • travel: (30/2) * 12 * $750 = $135k $1,645,000 Not-as-big Keen: • people: 2 to 4 team members in 1 yr • events: 3/month • swag: 2k t-shirts • salaries: $100k*4 = $400k • t-shirts: $8 * 2k = $16k • events: 3 * 12 * $500 = $18k • travel: (3/2) * 12 * $750 = $13,500 $447, 500 This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

Money: $1,645,000 > $447, 500 (3.7x) People: 14 > 4 (3.5x)

Money: $1,645,000 > $447, 500 (3.7x) People: 14 > 4 (3.5x)

Money: $1,645,000 > $447, 500 (3.7x) People: 14 > 4 (3.5x) What’s your situation?

Strategy & Tactics Develop & Categorize Your devangelism strategy is (mostly) easily divisible along these axes As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

Strategy & Tactics Develop & Categorize Offline costs = travel + time/effort + sponsorships Your devangelism strategy is (mostly) easily divisible along these axes As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

Strategy & Tactics Develop & Categorize Offline costs = travel + time/effort + sponsorships Your devangelism strategy is (mostly) easily divisible along these axes As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

Strategy & Tactics Develop & Categorize Offline costs = travel + time/effort + sponsorships Online costs = tools + time/effort Your devangelism strategy is (mostly) easily divisible along these axes As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

Strategy & Tactics Develop & Categorize Offline costs = travel + time/effort + sponsorships Online costs = tools + time/effort Your devangelism strategy is (mostly) easily divisible along these axes As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

Strategy & Tactics Develop & Categorize Offline costs = travel + time/effort + sponsorships Online costs = tools + time/effort Delta travel + sponsorships Your devangelism strategy is (mostly) easily divisible along these axes As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

Strategy & Tactics Develop & Categorize Offline costs = travel + time/effort + sponsorships Online costs = tools + time/effort > Your devangelism strategy is (mostly) easily divisible along these axes As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

online offline $$$

online offline $$$

Offline: on a budget Sponsorships • establish ground rules, stay strong • negotiate • demonstrate & communicate the non-$ value • eg, people: mentorship, influence, expertise • be selective & brand conscious • eg, inclusive events, specific strategical geo-markets and/or verticals/industries • DIY • eg, assets: venue, hustle

Offline: on a budget Sponsorships • establish ground rules, stay strong • negotiate • demonstrate & communicate the non-$ value • eg, people: mentorship, influence, expertise • be selective & brand conscious • eg, inclusive events, specific strategical geo-markets and/or verticals/industries • DIY • eg, assets: venue, hustle

Offline: on a budget Travel* • book flights early • travel hacks - eg, stop-overs! • Air BnB & friends instead of hotels • public transit instead of Uber *Choose wisely! Don’t sacrifice your physical/mental health Sponsorships • establish ground rules, stay strong • negotiate • demonstrate & communicate the non-$ value • eg, people: mentorship, influence, expertise • be selective & brand conscious • eg, inclusive events, specific strategical geo-markets and/or verticals/industries • DIY • eg, assets: venue, hustle

Online: on a budget Pair programming Live Chat Discussion Forums Written Content Community-driven events Webinars AMA/Q&A Virtual Conferences Customer engagement surveys Meetups So, how do we create offline experiences without the cost of it? It’s all about human-to-human interactions Activities - webinars, pair programming, interviews/group discussions/AMA/Q&A, virtual conferences, live chat, forums, guest blog posts, community-driven events (eg, hdh), customer engagement/surveys, meet ups - yours and others’, recorded demos Helpful tools - Go-to-Webinar, Screen Hero, Blab.im, Hangouts on air, Slack (free), Discourse (open source), Medium.com (collections), Github Repo, Evenbrite, Intercom/Typeform, office/event space (yours or others), Quicktime

Example: Keen IO writes guest blog post highlighting Keen project

Example: Keen IO writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM writes guest blog post highlighting Keen project •

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more writes guest blog post highlighting Keen project • •

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account writes guest blog post highlighting Keen project • • •

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ writes guest blog post highlighting Keen project • • • •

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team writes guest blog post highlighting Keen project • • • • •

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member writes guest blog post highlighting Keen project • • • • • •

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast writes guest blog post highlighting Keen project • • • • • • •

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project • • • • • • • •

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project • • • • • • • • • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it • • • • • • • • • • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours • • • • • • • • • • • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town • • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town makes 1st (not last) OSS contribution • • • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution • • • • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…? • • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…? • • writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…? • • $? writes guest blog post highlighting Keen project

Example: Keen IO discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • • • • recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…? • • $? writes guest blog post highlighting Keen project asks Q on Twitter, gets answer follows @Keen_IO, RT ❤

Example: Cloud Cannon JekyllConf 2015 videos: ~5.2K views This presentation in and of itself is an example of evangelizing on a budget - eg: I want to give this talk at a larger conference - to an arguably more relevant (read: fruitful) audience. But I only have so much time between now and then. So, when asked to do this talk, I decided (thanks to the suggestion of my frugal/efficient teammate Justin) to use this meetup as a practice run. That doesn’t take anything away from this talk, and it adds value to it if I get to speak at the conference. so, I’m using my resources (in this case time) wisely here. #meta

Other Benefits

Other Benefits referrals/testimonials

Other Benefits referrals/testimonials signups/activation

Other Benefits referrals/testimonials signups/activation followership/audience

Other Benefits referrals/testimonials signups/activation followership/audience opportunity creation (serendipity)

Other Benefits referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples)

Other Benefits referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support

Other Benefits referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support time saved: content creation

Other Benefits referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support time saved: content creation network-effect: ↑awareness

Other Benefits referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support time saved: content creation network-effect: ↑awareness software development

Other Benefits referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support time saved: content creation network-effect: ↑awareness software development future talent (recruiting pipeline)

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Claim

Claim Evangelism works … with any size budget.

Claim Evangelism works … with any size budget. Action

Claim Evangelism works … with any size budget. Action Understand your situation, self-regulate, go.

Claim Evangelism works … with any size budget. Action Understand your situation, self-regulate, go. Benefit

Claim Evangelism works … with any size budget. Action Understand your situation, self-regulate, go. Benefit Effective strategy that allows time to mature and opportunity to explore different realities

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