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Enabling and Celebrating The DOers
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Enabling and Celebrating The DOers

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I gave a new talk on the Digital Marketing stage at Dublin Web Summit this week. It was called Enabling and Celebrating The Doers. ...

I gave a new talk on the Digital Marketing stage at Dublin Web Summit this week. It was called Enabling and Celebrating The Doers.

It was only a 15 minute slot, but the theme was to take a quick peak at the developer community; its size, make up, and what it produces. Then dip into the playbook of some of the companies doing a good job of engaging with it. Finally wrapping up with some ideas on how to celebrate the individuals that create awesome things with your tools.

Hope you enjoy it, let me know what you think, and thanks for all the kind comments received on Twitter afterwards.

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Enabling and Celebrating The DOers Enabling and Celebrating The DOers Presentation Transcript

  • ENABLING AND CELEBRATING THE DOERS JAMES PARTON, DIRECTOR OF EUROPE, TWILIO @JAMESPARTON WWW.TWILIO.COM 635 HARRISON ST., SAN FRANCISCO CA ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 As marketers you have no doubt been hearing about developers and the amazing things they are building ! This talk dips into the playbook of companies that have built businesses intrinsically linked to their ability to win the trust of the developer community.
  • 18.2 million developers globally in 2013 Source: Evans Data Corp ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 So lets start by looking at the size of the developer community
  • more than 6% annual growth for next 6 years Source: Evans Data Corp ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013
  • SEGMENTATION BASED ON END GOAL CODE FOR ENJOYMENT = Hackers CODE TO BUILD A BUSINESS = Entrepreneurs CODE TO SOLVE A COMPANY CHALLENGE = Corporate Devs CODE TO MAKE A LIVING = Guns for Hire ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 So what are all those developers doing?! ! Developers build. That’s what they tell us that gets them out of bed in the morning. ! They build for fun, they build to learn, they build to solve problems, they build to change the world.! ! These segments are not mutually exclusive e.g. Corp developer attending a hack at weekend for fun.!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 And what are the outcomes?! ! You have startups like What’s App disrupting the 2.1 trillion dollar Telecom industry! ! Uber disrupting transportation and Air BnB disrupting accommodation - all long established and traditional sectors rip for a new entrant with a fresh business model and better user experience.!
  • hellolamppost.co.uk ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 They are also an amazing creative talent pool. ! ! Give them the tools and they will come up with something amazing. !
  • hackdaymanifesto.com ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 The rub for marketing folks is this community is notoriously anti marketing. You can't reach them using the standard marketing playbook.! ! More and more brands are jumping on the "hack day" band wagon. Let me tell you pizza and red bull is not a developer marketing plan. Hacks are becoming much more specialized. Think about the outcomes. Never sponsor something you don’t attend and engage with. It’s not a branding exercise - its an enabling and engagement exercise.! !
  • 9,992 8,000 32 2005 November 2012 September 2013 Source: Programmable Web ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 The advent of developer marketing is closely linked with the rise in API marketing.! Show if hands on how many of you are familiar with APIs?! ! Time doesn't allow for a deep dive into APIs right now, but its worth spending some time digging into what APIs mean for your business. It's no surprise that the leaders in developer marketing are API providers! ! !
  • fastcolabs.com/3015485/ten-companies-with-seriousdeveloper-cred ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 Who are the leaders in developer marketing?! !
  • THESE COMPANIES REALIZE THEY ARE ONLY SUCCESSFUL IF THEIR CUSTOMERS ARE SUCCESSFUL ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 API and Platform companies only succeed if their customers grow and succeed.! So lets look inside the play books of the leaders.! Think about how intrinsic that success link is with your company. ! Is this just a science experiment or an innovation department project?!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 DOers and builders need tools.! ! You need to be able to offer a tool or a service that solves a problem or adds value for the developer.! ! Like makes a phone call, sends a text message, sends an email, takes a payment.!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 Clear documentation - treating documentation as a product.!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 Simple sign up!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 Transparent pricing. No asterisk’s.!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 Quick start guides, tutorials and code samples! Speed to “hello world” is vital.!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 And when self service isn’t enough. Putting a human face to hard core technology.! ! The role of the developer evangelist. !
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 But great tools, a self service channel and evangelism is not enough.! ! It has to be a cultural level commitment to serve. It has to be in the DNA of the company.!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 One in particular has taken on a life of its own inside Twilio.!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 Celebrating our customers and making hero’s! Case studies & PR!
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 Speaking Opportunities at conferences
  • ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 Financial support to get started. ! Credits and micro funding.
  • THANK YOU @JAMESPARTON ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013