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AN INTRODUCTION TO THE AAARRRP
DEVELOPER RELATIONS STRATEGY
FRAMEWORK AND HOW YOU CAN USE IT
API STRAT BOSTON - SEPTEMBER ...
PHIL LEGGETTER
HEAD OF DEVREL
LEGGETTER@NEXMO.COM
@LEGGETTER
TEXT
https://twitter.com/leggetter/status/685484634835148800
https://twitter.com/leggetter/status/694922350207332356
WHAT WE’LL COVER
▸ What is the AAARRRP Developer Relations Framework?
▸ The basic steps to use AAARRRP
▸ How we’ve applied...
BACKGROUND
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?
AARRR STARTUP METRICS
▸ Acquisition - signup
▸ Activation - using your product e.g. makes first API call
▸ Retention - cont...
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 acti...
AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS?
▸ Lots of potential activities
https://www.leggetter.co.uk/201...
AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS?
DISCUSSED AND
AGREED
BECAUSE
AWARENESS IS
IMPORTANT
AAARRRP - STEP 2B: CAN YOU FIND ACTIVITIES THAT MEET MORE THAN ONE GOAL?
Complementary, aligning and community focused
Create Content/
Activation
Improve
Experience /
Product
Increase
Awareness
R...
AAARRRP - HOW YOU EXECUTE
▸ 1. Define your AAARRRP goals
▸ 2. Define activities to meet your goals
▸ a) What activities will...
PHIL LEGGETTER
HEAD OF DEVREL
LEGGETTER@NEXMO.COM
@LEGGETTER
An Introduction to the AAARRRP Developer Relations Strategy Framework and How You Can Use It
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An Introduction to the AAARRRP Developer Relations Strategy Framework and How You Can Use It

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Many companies are considering building a developer relations programme. But deciding how you go about building that programme can be difficult. What are the goals of the programme, how do they align with the company goals, what activities should the new Developer Relations team undertake, how do those activities help other departments within the company and how should the success of the team be measured?

In this talk I'll introduce the AAARRRP Developer Relations Strategy Framework and talk through a practical example of how it's been applied when building a DevRel strategy at Nexmo.

Publié dans : Direction et management
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An Introduction to the AAARRRP Developer Relations Strategy Framework and How You Can Use It

  1. 1. AN INTRODUCTION TO THE AAARRRP DEVELOPER RELATIONS STRATEGY FRAMEWORK AND HOW YOU CAN USE IT API STRAT BOSTON - SEPTEMBER 2016
  2. 2. PHIL LEGGETTER HEAD OF DEVREL LEGGETTER@NEXMO.COM @LEGGETTER
  3. 3. TEXT
  4. 4. https://twitter.com/leggetter/status/685484634835148800
  5. 5. https://twitter.com/leggetter/status/694922350207332356
  6. 6. WHAT WE’LL COVER ▸ What is the AAARRRP Developer Relations Framework? ▸ The basic steps to use AAARRRP ▸ How we’ve applied AAARRRP at Nexmo
  7. 7. BACKGROUND
  8. 8. http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
  9. 9. 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
  10. 10. WHAT IS AAARRRP?
  11. 11. 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 ▸ Awareness - know you exist and what you do ▸ Product - develop, input and feedback on product AAARRRP - GOALS FOR DEVREL STRATEGY
  12. 12. 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
  13. 13. 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
  14. 14. 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?
  15. 15. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS? ▸ Lots of potential activities https://www.leggetter.co.uk/2016/02/03/defining-developer-relations.html
  16. 16. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS? DISCUSSED AND AGREED BECAUSE AWARENESS IS IMPORTANT
  17. 17. AAARRRP - STEP 2B: CAN YOU FIND ACTIVITIES THAT MEET MORE THAN ONE GOAL?
  18. 18. 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?
  19. 19. AAARRRP - HOW YOU EXECUTE ▸ 1. Define your AAARRRP goals ▸ 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? ▸ 3. Be guided by your company and team values
  20. 20. PHIL LEGGETTER HEAD OF DEVREL LEGGETTER@NEXMO.COM @LEGGETTER

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