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AN INTRODUCTION TO
AAARRRP:
A FRAMEWORK FOR DEFINING YOUR DEVELOPER
RELATIONS STRATEGY
AND HOW YOU CAN USE IT
PHIL LEGGETT...
UNAWARE OF DEVELOPER RELATIONS
▸ Graduated from University with a
Software Engineering degree in 2001
▸ First job as a Sof...
DISCOVERING DEVELOPER RELATIONS
▸ Bootstrapped by Caplin Systems to build a
hosted real-time messaging service
▸ Website, ...
LEARNING DEVELOPER RELATIONS
▸ Moved to Pusher - real-time messaging
service
▸ First official DevRel role
▸ Docs, Libraries...
ADAPTING DEVELOPER RELATIONS
▸ Back to Caplin Systems - open source a
JS toolkit & SDK called BladeRunnerJS
▸ Problem: tra...
▸ Back to Pusher
▸ Noticed a trend
▸ Concerns over events full of developer
evangelists
▸ People in DevRel moving on - are...
https://twitter.com/leggetter/status/694922350207332356
PHIL LEGGETTER
HEAD OF DEVELOPER RELATIONS
LEGGETTER@VONAGE.COM
@LEGGETTER
PSTN
SIP
SMS
WebRTC
Bot
Nexmo
IP Messaging
Chat App API
(Social Connectors)
COMING
SOON
COMING
SOON
COMING
SOON
Some of ou...
AAARRRP
▸ What is the AAARRRP Developer Relations Framework?
▸ Steps to use AAARRRP
▸ How we’ve applied AAARRRP at Nexmo
THE INSPIRATION
FOR AAARRRP
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
AARRR STARTUP METRICS
▸ Acquisition - signup
▸ Activation - using your product e.g. makes first API call
▸ Retention - cont...
WHAT IS
AAARRRP?
▸ Acquisition - signup
▸ Activation - using your product e.g. makes first API call
▸ Retention - continues to use product
▸...
AWARENESS
PRODUCT
▸ Awareness - know you exist and what you do
▸ Acquisition - signup
▸ Activation - using your product e.g. makes first API ...
USING AAARRRP
STEPS TO USE AAARRRP
1. Define your goals
2. Identify activities to meet your goals
3. Plan to execute (not part of AAARRRP)
AAARRRP - STEP 1: DEFINE YOUR GOALS
▸ Awareness - know you exist and what you do
▸ Acquisition - signup
▸ Activation - usi...
NEXMO DEVELOPER RELATIONS GOALS
▸ Awareness - know you exist and what you do
▸ Acquisition - signup
▸ Activation - using y...
AAARRRP - STEP 2: DEFINE ACTIVITIES TO MEET YOUR GOALS
A. What activities will achieve your goals?
B. Can you find activiti...
AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS?
bit.ly/aaarrrp-template
ACTIVITIES
GOALS
AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS?
bit.ly/aaarrrp-template
AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS?
PRIORITY PRIORITY
AAARRRP - STEP 2B: CAN
YOU FIND ACTIVITIES T...
NEXMO DEVELOPER RELATIONS ACTIVITIES
NEXMO DEVELOPER RELATIONS ACTIVITIES
Complementary, aligning and community focused
Create Content/
Activation
Improve
Experience /
Product
Increase
Awareness
R...
AAARRRP - STEP 3: PLAN TO EXECUTE
▸ Be guided by your company and team values
▸ Team headcount, budget and other constrain...
Engineering Product
SupportMarketing
Sales
Typical functions that interact with developers
WHERE DOES DEVREL BELONG WITHIN...
Product
- Input/Insight
- Feedback
- Docs
Support
- Social
- GitHub
- Slack/forums
Marketing
- Blog posts
- Events
- Talks...
Engineering
Product
Support
Marketing
DevRel
Functions of DevRel (Advocacy) @ Nexmo
Internal customer
How DevRel works wit...
TEAM MEMBER RESPONSIBILITIES
PRODUCT
DOCUMENTATION (PRODUCT/ACTIVATION)
API TOOLS, SDKS & LIBRARIES (PRODUCT/ACTIVATION)
C...
DEVREL VIA AAARRRP @ NEXMO - THE RESULTS
▸ Awareness
▸ 150% increase in direct nexmo.com traffic in 1 year
▸ 750% increase ...
AAARRRP - SUMMARY
1. Define your goals - bit.ly/aaarrrp-
template
2. Identify activities to meet your goals
A. What activit...
PHIL LEGGETTER
HEAD OF DEVELOPER RELATIONS
LEGGETTER@VONAGE.COM
@LEGGETTER
An Introduction to AAARRRP: A framework for Defining Your Developer Relations Strategy and How You Can Use It - DevRelCon ...
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An Introduction to AAARRRP: A framework for Defining Your Developer Relations Strategy and How You Can Use It - DevRelCon Beijing 2017

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Many companies are considering starting up a Developer Relations programme. But how do you decide what your goals are for that programme, what activities the team should undertake, where that team should site within your organization's hierarchy and how should they execute?

This presentation provides and overview of the AAARRRP Developer Relations Strategy Framework and provides a practical example of how it has been applied when building the Developer Relations team at Nexmo.

The presentation also covers Phil Leggetter's thoughts on why Nexmo have undertaken DevRel with a foundation in Product.

Publié dans : Direction et management
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An Introduction to AAARRRP: A framework for Defining Your Developer Relations Strategy and How You Can Use It - DevRelCon Beijing 2017

  1. 1. AN INTRODUCTION TO AAARRRP: A FRAMEWORK FOR DEFINING YOUR DEVELOPER RELATIONS STRATEGY AND HOW YOU CAN USE IT PHIL LEGGETTER v3
  2. 2. UNAWARE OF DEVELOPER RELATIONS ▸ Graduated from University with a Software Engineering degree in 2001 ▸ First job as a Software Engineer at Caplin Systems building SDKs for customers to ▸ Add real-time data to web apps ▸ Build front-end web trading apps (Barclays, HSBC, UniCredit, Nomura…) ▸ Really enjoyed the experience of helping others build things
  3. 3. DISCOVERING DEVELOPER RELATIONS ▸ Bootstrapped by Caplin Systems to build a hosted real-time messaging service ▸ Website, Docs, SDKs, Support ▸ Business Plan, Product Decisions ▸ Blog Posts, Talks, Demos ▸ Partnerships ▸ … ▸ Discovered Developer Evangelist Handbook by Christian Heilmann http://developer- evangelism.com/handbook.php
  4. 4. LEARNING DEVELOPER RELATIONS ▸ Moved to Pusher - real-time messaging service ▸ First official DevRel role ▸ Docs, Libraries, Support ▸ Blog Posts, Demos, Talks, Hackathons ▸ Product Insight and Feedback ▸ …
  5. 5. ADAPTING DEVELOPER RELATIONS ▸ Back to Caplin Systems - open source a JS toolkit & SDK called BladeRunnerJS ▸ Problem: traditional sales approach vs. in-company developers (“Shadow IT”) ▸ Define & Execute DevRel strategy ▸ Align toolkit/SDK with “best practice” tools and programming techniques ▸ Raise Awareness
  6. 6. ▸ Back to Pusher ▸ Noticed a trend ▸ Concerns over events full of developer evangelists ▸ People in DevRel moving on - are their ambitions being met in their roles? ▸ Suggested a shift in our approach to DevRel. Work closer with product, work on libraries, docs etc. (as before), don’t only be a marketing function RETHINKING DEVELOPER RELATIONS
  7. 7. https://twitter.com/leggetter/status/694922350207332356
  8. 8. PHIL LEGGETTER HEAD OF DEVELOPER RELATIONS LEGGETTER@VONAGE.COM @LEGGETTER
  9. 9. PSTN SIP SMS WebRTC Bot Nexmo IP Messaging Chat App API (Social Connectors) COMING SOON COMING SOON COMING SOON Some of our customers
  10. 10. AAARRRP ▸ What is the AAARRRP Developer Relations Framework? ▸ Steps to use AAARRRP ▸ How we’ve applied AAARRRP at Nexmo
  11. 11. THE INSPIRATION FOR AAARRRP
  12. 12. http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
  13. 13. AARRR STARTUP METRICS ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage WHAT THESE STAND FOR DEPENDS ON YOUR PRODUCT
  14. 14. WHAT IS AAARRRP?
  15. 15. ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage AAARRRP - GOALS FOR DEVREL STRATEGY FOR DEVREL “AARRR” HAS TWO OMISSIONS
  16. 16. AWARENESS
  17. 17. PRODUCT
  18. 18. ▸ Awareness - know you exist and what you do ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage ▸ Product - develop, input and feedback on product AAARRRP - GOALS FOR DEVREL STRATEGY
  19. 19. USING AAARRRP
  20. 20. STEPS TO USE AAARRRP 1. Define your goals 2. Identify activities to meet your goals 3. Plan to execute (not part of AAARRRP)
  21. 21. AAARRRP - STEP 1: DEFINE YOUR GOALS ▸ Awareness - know you exist and what you do ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage ▸ Product - develop, input and feedback on product CHOOSE BASED ON: STAKEHOLDERS + SCENARIO: STARTUP, LOSING CUSTOMERS, DEVX
  22. 22. NEXMO DEVELOPER RELATIONS GOALS ▸ Awareness - know you exist and what you do ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage ▸ Product - develop, input and feedback on product HAVE YOU HEARD OF NEXMO BEFORE?
  23. 23. AAARRRP - STEP 2: DEFINE ACTIVITIES TO MEET YOUR GOALS A. What activities will achieve your goals? B. Can you find activities that meet more than one goal? C. Can you find complimentary activities?
  24. 24. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS? bit.ly/aaarrrp-template ACTIVITIES GOALS
  25. 25. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS? bit.ly/aaarrrp-template
  26. 26. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS? PRIORITY PRIORITY AAARRRP - STEP 2B: CAN YOU FIND ACTIVITIES THAT MEET MORE THAN ONE GOAL? bit.ly/aaarrrp-template
  27. 27. NEXMO DEVELOPER RELATIONS ACTIVITIES
  28. 28. NEXMO DEVELOPER RELATIONS ACTIVITIES
  29. 29. Complementary, aligning and community focused Create Content/ Activation Improve Experience / Product Increase Awareness Release new version & create announcement Update Python library Share Blog post (or tweet) Build Python demo with Verify Share Demo How to add 2FA to a Python App Share Blog post Booth @ PyCon Ruby Lib ➤ Content! ➤ RailsConf (sponsor) PHP Lib ➤ Content ➤ PHP[tek] (sponsor + talk) Python Lib ➤ Content ➤ PyCon (sponsor) .NET Lib ➤ Content ➤ NDC Oslo (talk) AAARRRP - STEP 2C: CAN YOU FIND COMPLIMENTARY ACTIVITIES?
  30. 30. AAARRRP - STEP 3: PLAN TO EXECUTE ▸ Be guided by your company and team values ▸ Team headcount, budget and other constraints ▸ Team well being ▸ Where does DevRel belong within your organisation? ▸ Team member responsibilities
  31. 31. Engineering Product SupportMarketing Sales Typical functions that interact with developers WHERE DOES DEVREL BELONG WITHIN AN ORGANISATION?
  32. 32. Product - Input/Insight - Feedback - Docs Support - Social - GitHub - Slack/forums Marketing - Blog posts - Events - Talks Sales - Partnerships - Sales enablement DevRel related functions within functional groups @ Nexmo Engineering - Libraries - Tooling - Examples/Demos WHERE DOES DEVREL BELONG WITHIN AN ORGANISATION?
  33. 33. Engineering Product Support Marketing DevRel Functions of DevRel (Advocacy) @ Nexmo Internal customer How DevRel works with Sales ● Education ● Partnerships ● Not involved in the direct sales process ● Sales enablement / help the sales process ○ Improve developer experience ○ Documentation ○ Tutorials ○ Demos Sales WHERE DOES DEVREL BELONG WITHIN AN ORGANISATION?
  34. 34. TEAM MEMBER RESPONSIBILITIES PRODUCT DOCUMENTATION (PRODUCT/ACTIVATION) API TOOLS, SDKS & LIBRARIES (PRODUCT/ACTIVATION) COMMUNITY (AWARENESS) OUTREACH/MARKETING (AWARENESS/ACQUISITION) RESPONSIBILITIES RESIST GROUPING BY FUNCTION DON’T OVER RESTRICT CREATIVE INDIVIDUALS PROVIDE A TRUE SENSE OF OWNERSHIP ENABLE AUTHENTICITY THIS IS HARD!
  35. 35. DEVREL VIA AAARRRP @ NEXMO - THE RESULTS ▸ Awareness ▸ 150% increase in direct nexmo.com traffic in 1 year ▸ 750% increase in revenue from “long-tail” accounts - no direct sales required ▸ Activation ▸ 170% increase in new accounts that activate in last 7 months ▸ Product ▸ How do you measure the value of Product input? Activation?
  36. 36. AAARRRP - SUMMARY 1. Define your goals - bit.ly/aaarrrp- template 2. Identify activities to meet your goals A. What activities will achieve your goals? B. Can you find activities that meet more than one goal? C. Can you find complimentary activities? 3. Plan to execute - the hard work starts here!
  37. 37. PHIL LEGGETTER HEAD OF DEVELOPER RELATIONS LEGGETTER@VONAGE.COM @LEGGETTER

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