Developer Evangelism

Developer Evangelism

Christian Heilmann, Bangalore, India, 21/10/2008

Today I was asked to tell you
how to be an evangelist.

The issue is that I can’t do
that.

Being an evangelist is
something that can’t be
taught.

However, I can listen, I can
help and I can give you the
information you need.

I’ll do this by showing you
how I approach it.

However, you know your
culture and what makes
people interested here much
better than I do.

Which is where you need to
find your own style to get the
messages across.

One thing every evangelist
needs is enthusiasm.

http://www.flickr.com/photos/psd/2928474683/

If you don’t believe in it...

... if you don’t want to play
with it...

Developers can smell lies
really quickly.

You want people to get
excited about what you
evangelise...

Sometimes you also need to
curb your enthusiasm a bit.

You want to come across as
an expert telling people
about something cool...

...not like a 12 year old on a
sugar rush.

A concept that is really
important is that of being an
independent voice.

Yes, we work for a certain
company...

...but that doesn’t mean we
need to love everything they
do.

It also doesn’t mean that
anything other companies do
is worse or not of interest to
us.

You got to know what other
people do to learn from their
victories and mistakes.

If you present something,
people will ask how this
compares to other products.

If you know about the other
product, then you can tell
them.

If the other product is better,
don’t claim it isn’t.

We should be confident
enough to admit that
competitors do good things.

The most important thing is
that people can trust your
judgement.

Which is where your presence
comes in.

Be visible and be interested
in what people are talking
about.

Mailing Lists
Forums
Social Bookmarking
Microblogging (yeah, twitter)
Blogging
Social Networks
IRC

Use the internet for your
storage and distribution.

Flickr
Upcoming
Del.icio.us
Slideshare
Google reader
Facebook / Orkut / Hi5...
Mahalo

The more you spread, the
more channels are there to
reach you.

Let’s talk a bit about
communication.

Things to do before you
communicate to developers
in any way:

1. Get your facts right
2. Know the audience and their needs
3. Have expert backup
4. Choose the right medium
5. Plan for failure

Make sure that
you are up-to-date
on the matter
before you go and
speak about it. 1. Get your facts right




5. Plan for failure

Do not promise
things that are not
under your
control.




5. Plan for failure

Your
communication
should be
targeted to the
audience. 1. Get your facts right




5. Plan for failure

People came to
talk to you with an
agenda – if you
fulfill that agenda
you win. 1. Get your facts right




5. Plan for failure

You cannot be the
expert in
everything.





5. Plan for failure

For the tricky
questions have an
expert at hand to
answer them for
you. 1. Get your facts right




5. Plan for failure

If there is no
expert available
at the time note
down the question
and follow it up 1. Get your facts right

after consultation. 2. Know the audience and their needs



5. Plan for failure

Do not promise to
come back to
someone and
forget it – that’ll
make you look
like you needed a 1. Get your facts right


fast way out! 3. Have expert backup


5. Plan for failure

Your
communication
should be in the
right format for
the group.




5. Plan for failure

This can range
from slides over
videos and audio
to live coding
exercises or
online step-by- 1. Get your facts right


step examples. 3. Have expert backup


5. Plan for failure

http://icanhaz.com/stickyevent



5. Plan for failure

Things will go
wrong.





5. Plan for failure

Be prepared: have
your slides online,
on a memory
stick, plan to use a
whiteboard...




5. Plan for failure

Don’t expect any
fancy technology
to be available.





5. Plan for failure

Secretly every
communication
hardware hates
humans.





5. Plan for failure

You will not be
online in 99% of
the cases.





5. Plan for failure

Relying on audio
and video is
asking for trouble.





5. Plan for failure

Things to be aware of during
communicating.

1. Be yourself
2. Invite communication
3. Prepare takeaways
4. Prepare to steer Q&A
5. Be honest and real

You will find dozens
of books and videos
on how to be a great
presenter.

1. Be yourself





Nothing makes you a
better presenter
though than being
who you are.

1. Be yourself





You should not have
to play a role or dress
up.

1. Be yourself





If you believe in what
you do, you will be
great.

1. Be yourself





The best asset is
confidence.

1. Be yourself





1. Be yourself



Jason Calacanis at LeWeb3: 4. Prepare to steer Q&A

http://blip.tv/file/536742 5. Be honest and real

...or being so honest
and scared but
competent that
people just have to
feel sympathy.
1. Be yourself





1. Be yourself



Jake Archibald at @media Ajax 4. Prepare to steer Q&A

http://www.flickr.com/photos/patolucas/2862381584/ 5. Be honest and real

It is all about
communication.

1. Be yourself





So if you give a talk,
tell people that it is
OK to ask questions.

1. Be yourself





Make space in your
presentations for that.

1. Be yourself





Ask the audience
questions, make them
participate.

1. Be yourself





People should have
the chance to
concentrate on what
you are saying.

1. Be yourself





So don’t make them
feel they have to jot
things down.

1. Be yourself





Have a URL where
they can download
your information
afterwards – say that
this exists.
1. Be yourself





Have all the links in a
presentation as a tag
on – for example –
delicious.

1. Be yourself





Say upfront what you
will cover and what
they will get out of it.

1. Be yourself





Have time for
Questions and
Answers.

1. Be yourself





Be in control of Q&A.

1. Be yourself





A lot of times you will
have people who
don’t ask questions
but profile themselves
instead.
1. Be yourself





Deal with that
accordingly – and
swiftly.

1. Be yourself





People will have real
questions that need
answering.

1. Be yourself





If you don’t know an
answer – do *not*
speculate.

1. Be yourself





Ask the audience if
someone knows – if
not, offer to
investigate further
and swap contact
details. 1. Be yourself





There is no harm in
not knowing
something.

1. Be yourself





There is harm in lying
though.

1. Be yourself





Whatever you do – it is
important to cuddle
afterwards.

In this case make sure you
email everyone who gives
you a business card (this can
become time consuming)

Make sure to blog, upload
recordings and photos and
publish your slides
immediately!

It shows respect to those who
came to see you talk, and
invites those who missed it.

Have contact options
available after your talk –
emails, twitter and so on.

Do not use company mails or
IM information though –
protect your channels.

Let’s talk about writing (f.e.
for a blog) a bit.

1. Simple is not stupid
2. Say what it is – don’t sugar-coat it
3. Size matters
4. Media can make a difference
5. Structure is good
6. Date your content
7. Cite to prove

Simple is not easy. It
is also not stupid.


2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Simple takes a lot of
work and thorough
understanding of the
subject. 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

If you explain things
in as easy as possible
terms you will reach
the most you can 1. Simple is not stupid

reach. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Read and re-read
what you’ve written
(take breaks in
between) and make it 1. Simple is not stupid

as easy as possible. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Avoid being
condescending – you
can oversimplify, too.

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Comparisons with real
life objects work very
well to simplify
complex matters. 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Your heading and
introductory text are
the most important
things of a blog post. 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Both determine how
easy it will be to find
the post in the future.

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Newspapers have
conditioned us to
write clever, witty
and interesting 1. Simple is not stupid

headlines with pop 2. Say what it is – don’t
sugar-coat it

references.
3. Size matters

4. Media can make a
difference



7. Cite to prove

These don’t translate
well to other cultures.


sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

So do we want to be
creative and witty for
a minute or do we
want to provide valid 1. Simple is not stupid

information for 2. Say what it is – don’t
sugar-coat it

several months?
3. Size matters

4. Media can make a
difference



7. Cite to prove

At the start of any
post state what
happened, where and
how. 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Continue to explain
what is coming in the
post.

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

This’ll prevent any
confusion and get
interested people on
the way to find out 1. Simple is not stupid

more. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Does that stifle
creativity?


sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Maybe, but let’s not
forget the
environment you
publish in: 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Technical online
writing is about
keeping things short
and to the point. 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

People are busy, and
want the facts.


sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

So in order to write
great posts, write
them, read them,
delete what is not 1. Simple is not stupid

needed, read again, 2. Say what it is – don’t
sugar-coat it

delete more and so
3. Size matters

4. Media can make a
difference

on. 5. Structure is good


7. Cite to prove

If you cannot take
anything away any
longer, you’ve
reached the point of 1. Simple is not stupid

publication. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

If you have a lot to
cover, why not split it
up into several posts?

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

If you can, add
relevant media to the
post.

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

An introductory photo
invites the eye and
lures the brain into
reading what 1. Simple is not stupid

happened. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

We’re lucky that these
days embedding
video, audio and
slides is as easy as 1. Simple is not stupid

copy+paste. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Embedding ties our
information together
in a nice, easy to
digest bundle. 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

It also allows visitors
to skim over the post
the first time and
come back to take in 1. Simple is not stupid

the rest (watch the 2. Say what it is – don’t
sugar-coat it

video, download the
3. Size matters

4. Media can make a
difference

podcast) later. 5. Structure is good


7. Cite to prove

This also helps people
who have a hard time
reading but are very
much capable of 1. Simple is not stupid

listening or seeing. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Structure is very
important – give
readers landmarks to
take in your 1. Simple is not stupid

information one 2. Say what it is – don’t
sugar-coat it

chunk at a time.
3. Size matters

4. Media can make a
difference



7. Cite to prove

This means a clever
hierarchical heading
structure.

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

It also means short
sentences.


sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

It means paragraphs
dealing with one
thing at a time.

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

It means using lists to
explain step-by-step
processes or give an
overview of what is 1. Simple is not stupid

available. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

For large documents
it also means
providing a table of
contents which allows 1. Simple is not stupid

for bookmarking 2. Say what it is – don’t
sugar-coat it

sections.
3. Size matters

4. Media can make a
difference



7. Cite to prove

If you eat food past
the “best before” date
you get sick.

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

If you don’t time
stamp your
publications they will
be considered great 1. Simple is not stupid

forever. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

They’ll be quoted –
sometimes badly –
and re-iterated over
and over again. 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Our technical
environment moves
at breakneck speed
though. 1. Simple is not stupid

sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

What was “best
practice” half a year
ago might very well
be “considered 1. Simple is not stupid

harmful” now. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

So let’s make sure
that readers know
when a certain
document was written 1. Simple is not stupid

and choose to follow 2. Say what it is – don’t
sugar-coat it

its advice even now.
3. Size matters

4. Media can make a
difference



7. Cite to prove

The last, very
important point is to
cite other sources and
link to content you 1. Simple is not stupid

have built upon. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

By citing other
sources (and reading
them of course) you
validate your 1. Simple is not stupid

thoughts and facts. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

Readers don’t have to
trust you blindly –
they can make up
their mind by 1. Simple is not stupid

comparison. 2. Say what it is – don’t
sugar-coat it

3. Size matters

4. Media can make a
difference



7. Cite to prove

This is very much dependent
on your style and what you
are comfortable with.

1. Introduce yourself
2. Use humour
3. Build bridges to the real world
4. Pace yourself
5. Avoid “hello world”
6. Be fresh

Introducing
yourself, however
briefly breaks down
an initial barrier.

2. Use humour


4. Pace yourself


6. Be fresh

You are not any
longer this
unreachable person
on stage or at the
head of the table –

you are a normal 2. Use humour

person.

4. Pace yourself


6. Be fresh

Explain why you are
competent to talk
about the matter at
hand.

2. Use humour


4. Pace yourself


6. Be fresh

Then put the ego
away – people came
for information, not
to see you sing and
dance.

2. Use humour


4. Pace yourself


6. Be fresh

Humour is
important to keep a
long presentation
interesting.

2. Use humour


4. Pace yourself


6. Be fresh

I like to put in
things that people
just don’t expect –
to keep both me
and them on the

ball. 2. Use humour


4. Pace yourself


6. Be fresh

Humour also makes
things more
approachable. We
tend to use humour
to deal with things

that scare us. 2. Use humour


4. Pace yourself


6. Be fresh

Humour also allows
for a memorable
moment – it is a
different kind of
structuring and

providing 2. Use humour

landmarks.

4. Pace yourself


6. Be fresh

I like to bring up
real world
examples and
comparisons.

2. Use humour


4. Pace yourself


6. Be fresh

The rationale is that
they make very
theoretical and
hard to grasp data
more easy to

consume for 2. Use humour

humans.

4. Pace yourself


6. Be fresh

Real world
comparisons also
allow for emotion –
and emotional
responses are very

powerful and make 2. Use humour

us remember.

4. Pace yourself


6. Be fresh

Speaking at the
right pace makes
you easy to
understand.

2. Use humour


4. Pace yourself


6. Be fresh

If you appear
rushed, listeners
will feel uneasy.


2. Use humour


4. Pace yourself


6. Be fresh

Trying to keep up is
a terrible feeling
and makes us feel
inadequate.

2. Use humour


4. Pace yourself


6. Be fresh

So speak slowly,
with meaning and
concentrate on
pronouncing things
thoroughly.

2. Use humour


4. Pace yourself


6. Be fresh

Pauses are good.
They allow listeners
to take information
in and digest it in
the way they know

best. 2. Use humour


4. Pace yourself


6. Be fresh

I am so bad at this!
:)


2. Use humour


4. Pace yourself


6. Be fresh

“Hello World”
examples are easy
to show.


2. Use humour


4. Pace yourself


6. Be fresh

They are also
useless, as they
teach a syntax, but
not the concept of a
language or

solution. 2. Use humour


4. Pace yourself


6. Be fresh

There is no personal
value in “Hello
World”.


2. Use humour


4. Pace yourself


6. Be fresh

We should teach
how to solve issues
and fulfill tasks.


2. Use humour


4. Pace yourself


6. Be fresh

I yet have to be
asked in a
professional
product to produce
“Hello World”.

2. Use humour


4. Pace yourself


6. Be fresh

It is *much* better
to have a real
production example
to build upon.

2. Use humour


4. Pace yourself


6. Be fresh

“This is what we had
to create – here are
the specs”


2. Use humour


4. Pace yourself


6. Be fresh

“This is the final
outcome”


2. Use humour


4. Pace yourself


6. Be fresh

“Here’s what we
used to deliver this
job”


2. Use humour


4. Pace yourself


6. Be fresh

“... and here is how
you can do it
yourself!”


2. Use humour


4. Pace yourself


6. Be fresh

Build on top of what
people are asked to
do, not what you
expect them to do
for you.

2. Use humour


4. Pace yourself


6. Be fresh

I always try to
deliver fresh
material.


2. Use humour


4. Pace yourself


6. Be fresh

I hate re-using
presentations and
training material.


2. Use humour


4. Pace yourself


6. Be fresh

The least I do is to
bring some new,
fresh angle.


2. Use humour


4. Pace yourself


6. Be fresh

Check what is hot at
the moment,
research it and add
it to the talk.

2. Use humour


4. Pace yourself


6. Be fresh

Last but not least – know your
arsenal.

You should know where to
find information about the
products you advocate.

Including the communication
channels (internal and
external) to reach those in
charge.

So, let’s stop this presentation
and go through them.

THANKS!

Christian Heilmann | http://wait-till-i.com | twitter: codepo8

Developer Evangelism

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