The Nuts and Bolts of Developer Events

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January 22, 2015

The Nuts and Bolts of Developer Events

How do you evaluate, measure, & get the most out of in-person developer events & marketing opportunities?

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Swift

January 22, 2015
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  1. MLH of Developer Events by @SwiftAlphaOne The Nuts and Bolts

  2. Let’s talks about Marketing. Specifically Event Marketing.

  3. Let’s learn from the best. Event marketing made these companies

    successful.
  4. How do you evaluate, measure, & get the most out

    of in-person developer events & marketing opportunities?
  5. I’m Swift. “The commish”

  6. & formerly

  7. MLH evaluate How do you in-person event opportunities?

  8. MLH 1. Cost per Attendee 2. Attendee Value 3. Sponsor

    Landscape 4. Package Value 5. Your Gut
  9. C P A ost er ttendee “Bang for your Buck”

    01. Cost per Attendee
  10. Cost People minimize this ratio!

  11. $1,500,000 135,000 Attendees $1,000,000 $400,000 $150,000 $50,000 $25,000 $11.11 $7.40

    $2.96 $1.11 $0.37 $0.18 COST CPA
  12. $50,000 2,000 Attendees $35,000 $17,000 $7,000 $4,000 $25.00 $17.50 $8.50

    $3.50 $2.00 COST CPA PyCon
  13. $50,000 1,000 Attendees $16,000 $8,000 $4,000 $2,000 $50.00 $16.00 $8.00

    $4.00 $2.00 COST CPA Random Hackathon
  14. Cost People Cost Client < If this isn’t true, there’s

    a problem.
  15. 02. Attendee Value Fit, dificulty, & potential.

  16. Customers Partners Attendees The “Sweet” Spot

  17. How difficult is it to reach this audience?

  18. It’s not just attendees. Sometimes it’s other sponsors that make

    an event valuable.
  19. 03. Sponsor Landscape Quality. Quantity. value.

  20. Vs.

  21. 04. Package Value

  22. What do event organizers value? Extrapolate by looking at the

    tiers / packages.
  23. Be creative.

  24. Surprise & Delight.

  25. 05. Your Gut

  26. Have they organized an event before?

  27. How professional are the organizers?

  28. Ask hard questions. What’s your budget? How many signups do

    you have? What could go wrong? Who’s your biggest sponsor? How did the organizers meet? Are speaking slots for sale? How much have you raised? What will attendees learn? How will you sell tickets?
  29. MLH measure How do you in-person event opportunities?

  30. P = NP Warning! This is event marketing’s

  31. MLH 1. Real Quantitative Metrics 2. Vanity Quantitative Metrics 3.

    Leads / Partnerships 4. Qualitative Feedback 5. Your Gut
  32. 01. Real Quantitative Metrics. Traffic, Signups, & Usage.

  33. Use Google Analytics & look for Spikes.

  34. coupon codes or special signup links. Give out

  35. Pro-tip. Run an interactive contest where attendees provide emails or

    phone numbers. Ex. The Classic Twilio Demo.
  36. “How did you hear about us?” Ask on your signup

    form. Signups are sometimes async.
  37. Add special user agents to your SDKs. 'User-Agent' => "twilio-ruby/#{Twilio::VERSION}"

  38. Usage Signup This average # is often more interesting than

    the raw totals.
  39. 02. Vanity Quantitative Metrics.

  40. “How many people have heard of my company before?” Ask:

  41. Estimate in-person impressions. Number of Attendees, booth visitors, contestants, etc.

  42. Track press mentions. Google Alerts is great for this.

  43. Track social reach, engagement, & sentiment.

  44. (Ask @kurtalee about that one) #APIDays #ITweetFarTooMuch

  45. 03. Leads & Partnerships.

  46. Number of Business Cards Collected.

  47. Value of partnerships over time. Use for this one.

  48. Pro-tip. Do something nice for the other sponsors.

  49. “3 of 5 stars. Would not sponsor again!” 04. Qualitative

    Feedback.
  50. Ask the attendees for feedback. On both you as a

    sponsor and the event.
  51. Ask the organizers for feedback. On both you as a

    sponsor and the event.
  52. Ask the other sponsors for feedback. On both you as

    a sponsor and the event.
  53. Pro-tip. Negotiate for a post-event survey question as part of

    your sponsorship.
  54. Write an internal post-mortem for reference later.

  55. 05. Your Gut.

  56. Did the organizers deliver?

  57. Did the attendees meet your expectations?

  58. Think about Opportunity Cost. Remember, there are other events out

    there.
  59. MLH the most out of in-person event opportunities? How do

    you get
  60. MLH 1. Don’t hide. 2. Be Different. 3. Make Friends.

  61. GET OUT FROM BEHIND THE BOOTH. 01. Don’t hide.

  62. 02. Be Different.

  63. 03. Make Friends. Add Friend

  64. Developer Evangelism is the business of making friends, not customers.

  65. Looking for good events? Let’s talk.

  66. Thanks! @SwiftAlphaOne @MLHacks |