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
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.
- especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here -
- especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here -
- especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here -
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 -
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.
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. -
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. -
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. -
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. -
- 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.
course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next… Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.
develop & categorize: strategy & tactics Action Of course a budget not only refers to $$ - 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
+ 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
+ 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
+ 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
+ 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
+ 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
+ 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
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
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
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
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
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
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
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
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
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
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 ❤
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
case (examples) $’s saved: customer support time saved: content creation network-effect: ↑awareness software development future talent (recruiting pipeline)
timfalls
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