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How to Drive User Community without Community Manager

How to Drive User Community without Community Manager

This deck is my session for DevRelCon Yokohama 2023.

Taiji HAGINO
PRO

March 11, 2023
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  1. How to Drive User Community
    without Community Manager
    #DevRelCon #DevRel

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  2. Taiji Eddie Hagino
    @taiponrock
    Please follow me!
    Lecturer, University of Tsukuba
    Lecturer, Meijo University
    Senior Technical Advocate
    My books for low-code programming:
    “Hajimete-no Node-RED”, “Node-RED Katsuyo Manual” (Kogakusha)
    “Practical Node-RED Programming” (Packt Publishing), etc.
    My books for developer relations:
    “Developer Marketing DevRel Q&A”,
    “Developerʼs Career with English”
    (Impress R&D), etc.
    My books for OutSystems:
    “Rapid Application Development
    with OutSystems” (Packt Publishing)
    * Foreword
    Hairdresser
    Musician
    Software Engineer
    Web Designer
    Product Developer
    R&D Developer
    IT Architect
    Tech Evangelist
    Dev Advocate
    Lead Dev Community
    Advocate
    1997
    GLUONS Inc.
    CEO Accurate Systems
    SOS Factory
    Udagawa Office
    Beaux Cheveux

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  3. Agenda
    1. What is a user community?
    2. User communities of different natures
    3. The role that vendors should play
    4. What is the motivation of the participants?
    5. Who and what should we do?

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  4. What is a user community?

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  6. Imagine

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  7. Several User Communities

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  8. User communities of
    different natures

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  9. Developer(Engineer)
    Community
    • Open Community
    • Closed Community
    Enterprise
    Community
    • No licence needed
    • Exisiting Customer
    Only
    Community Types
    X X

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  10. For
    who?
    By
    who?
    Why
    do?
    The Community is…

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  11. DevRel 8 Steps
    Potential Prospect New Repeater
    Customer Member Follower Influencer
    ■Developer Relations
    1.Awareness
    2.Prospect reach
    3.Trial
    4.Great Experience
    5.Make trust with Developers
    6.Churn Prevention
    7.Fun/Follower
    8.Support Infuluencers

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  12. If get misunderstanding…

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  13. The role that vendors
    should play

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  14. Sell to the Community
    Sell through the Community
    Vendors want to…
    Support
    developers(users)
    Get feedback
    Make
    opportunities to
    collaborate
    Increase
    Advocates /
    Evangelists as
    influencer

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  15. Business Perspective Community
    Vendor-driven promotion
    Participants are mainly user companies of the products
    Discussions are held on issues related to business using the target products
    Activities are relatively closed, and many are private.
    Provide feedback to vendors on feature improvement requests from a business perspective
    Participants' goals are to make requests to vendors and to create business opportunities with
    participating companies

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  16. User-oriented Community
    Users take the initiative and vendors provide logistical support
    Participants are mainly individual product users (including students) and developers, and are not
    dependent on a company or organization
    We do not hold events for commercial or business purposes.
    We will be open about our activities and actively publish our contents on SNS, blogs, videos, etc.
    with hashtags.
    We will provide feedback to vendors on feature improvement requests from a developerʼs(or
    user's) perspective.
    The purpose of participants is to exchange information on development methods and tips using
    the target products, and to increase the number of friends with the same motivation

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  17. Developers are the main
    players in the community as
    DevRel

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  18. What is the motivation of
    the participants?

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  19. Knowledge Communication Improving Skills
    Connect to Vendor
    Business
    Opportunities
    Becoming Heroes

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  20. If Community Leader
    doesn't understand
    it...

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  21. A strong focus on the future beyond
    community growth

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  22. Who and what should we do?

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  23. DevRel Team has...
    Developer
    Advocate /
    Technical
    Evangelist
    Community
    Manager
    Program
    Manager
    Technical
    Contents
    Creator

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  24. Community
    managers are NOT
    always present
    DevRel Team
    Technical Evangelist
    Developer Advocate
    Community Manager
    They can drive Community
    instead of Community Manager
    Best role to drive Community
    Cannot be in charge of leading
    the community, but can provide
    backup and support

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  25. Awareness
    Trial
    user(developer)
    Active
    user(developer)
    Trust between
    vendor and user
    Fan / Follower
    Community is a
    means to an end

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  26. Anti-patterns

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  27. Marketers
    take charge
    Rampant lead
    acquisition events
    Sales is in
    charge
    Tends to call only
    on assigned
    accounts, resulting
    in a biased group
    CSMs are
    in charge
    So-called
    enterprise
    community for
    existing customers
    Anti-patterns

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  28. If tech evangelist/advocate do it…

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  29. Although affiliated
    with a vendor,
    they can see
    things from a flat
    perspective with
    developers and
    engineers
    No sales
    responsibility, so it
    is easy to gain the
    trust of users
    without being
    positionality
    They are
    technically familiar
    with the target
    products and
    services, so they
    have a high
    affinity with the
    developer
    community
    If tech evangelist/advocate do it…

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  30. Get the other
    departments
    on board!

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  31. Conclusions

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  32. Community
    drives are just a
    part of DevRel
    (farming)
    process
    DevRel is a seed sowing. The
    field may not even be plowed
    yet. It would be troubling to
    sow seeds wildly in such a
    situation and expect them to
    sprout in a short period of
    time.
    Plow the field
    (market
    development)
    Sow the seeds
    in the right
    places (reaching
    potential users)
    Nurture them in
    the right steps
    (event
    implementation,
    community
    development)
    Until they finally
    sprout (interest
    in the product or
    service)
    Lead the flow of
    events until the
    seed blossoms
    (becoming a
    user)
    Take care of it
    so that it does
    not wither
    (preventing
    churn)
    The DevRel job is to lead them with Tech Skills

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  33. Datadog

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  34. 34
    Single platform for all
    your observability needs

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  35. The Datadog platform
    35
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    Monitoring
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    UNIFIED METRICS, LOGS, TRACES
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  36. https://www.datadoghq.com/free-datadog-trial/

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  37. Q&A

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  38. Thank you!

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