Developer Evangelism in a World of Non-Believers
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I presented this deck at the Evans Data Developer Relations Conference on March 25th, 2014. I talk about what evangelism is, what makes it great, and I review a number of the things we did at ...

I presented this deck at the Evans Data Developer Relations Conference on March 25th, 2014. I talk about what evangelism is, what makes it great, and I review a number of the things we did at BlackBerry to increase the developer ecosystem for BlackBerry 10 devices. What worked, and why

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Developer Evangelism in a World of Non-Believers Presentation Transcript

  • 1. 125 March 2014 Evans Data, Developer Relations Conference March 24th, 2014 EVANGELISM IN A WORLD of Non-Believers Larry McDonough, Principal Evangelist @LMCDUNNA
  • 2. 225 March 2014 CONTENTS • What is Developer Evangelism? • The “Non-Believer” • Identify the Goal • Formulate the Strategy • Implement the Activities • Measure, Tune, Rinse & Repeat… • Q & A
  • 3. 325 March 2014 What is Developer Evangelism? Role of the Developer Evangelist (definition) “The over all mission […] is to secure platform adoption and revenue growth through evangelism, community engagement, relationship marketing and a vibrant solutions ecosystem” [source: Microsoft’s career site link]
  • 4. 425 March 2014 Developer Evangelism 1. Evangelize the Developers 2. Evangelize the Influencers • Anyone that influences developers: VC’s, Accelerators & Incubators, Industry Execs & Decision makers, Tech bloggers & writers, etc. 3. Evangelize the Channel (if possible) • Anyone that influences a sale. For us, this was Carrier store regional managers and Market Star, our channel marketing partner
  • 5. 525 March 2014 BlackBerry Dev Evangelists • Evangelism at BlackBerry • Asia Pac • EMEA • Americas • Evangelism in Silicon Valley • Me: 22 session talks, 30+ events, 5 dev blogs, 100’s tweets • Me: Over 100 device seeds • Me: “BABEs” (Bay Area BlackBerry Evangelists) • Evangelism Activities • Conferences, Meetups, Hack-a-thons, Webcasts, “Office Hours”, Blogs, Social Media, …
  • 6. 625 March 2014 • 15 City Hack-a-thon tour • Organization, Prizes, Food, Sponsors, Shirts, Videos, Websites, Forum Discussions, Follow-up! • Apps, Apps, Apps, … • 14 BlackBerry Developer Groups • Define and set up 4 Tech Centers • Help drive definition for rest of company Extraordinary Evangelism! http://bit.ly/BBJamLatAM
  • 7. 725 March 2014 CONTENTS • What is Developer Evangelism? • The “Non-Believer” • Identify the Goal • Formulate the Strategy • Implement the Activities • Measure, Tune, Rinse & Repeat… • Q & A
  • 8. 825 March 2014 The ”Non-Believer” • It’s always the smiling guy… • Is this guy your target customer? • Win them over? • YES: Converts are zealots! • No: Contain the damage • Leverage 3rd party champions (non employee or partner). Ex. Qirfiraz • Always, Always, Always, stick to the indisputable things: The facts. The numbers. Your strengths.
  • 9. 925 March 2014 CONTENTS • What is Developer Evangelism? • The “Non-Believer” • Identify the Goal • Formulate the Strategy • Implement the Activities • Measure, Tune, Rinse & Repeat… • Q & A
  • 10. 1025 March 2014 Identify the Goal • Make sure you know what you want to achieve • Is it more apps in store? • Is it more apps downloaded? • Is it more developers? • Is it higher revenue / app? • Is it higher quality apps? • More consumer apps? • More enterprise apps? • Etc…
  • 11. 1125 March 2014 CONTENTS • What is Developer Evangelism? • The “Non-Believer” • Identify the Goal • Formulate the Strategy • Implement the Activities • Measure, Tune, Rinse & Repeat… • Q & A
  • 12. 1225 March 2014 Formulate the Strategy 1. Know where you are 2. Know your goal 3. Identify how to get there –These are the activities that will get you to your goal
  • 13. 1325 March 2014 CONTENTS • What is Developer Evangelism? • The “Non-Believer” • Identify the Goal • Formulate the Strategy • Implement the Activities • Measure, Tune, Rinse & Repeat… • Q & A
  • 14. 1425 March 2014 Implement the Activities • “It takes a village” • Partner Activities • Evangelist Activities • Marketing Activities
  • 15. 1525 March 2014 Partner: Marmalade Free Marmalade Indie License & BlackBerry Dev Alpha B device for an approved app
  • 16. 1625 March 2014 Partner: Sencha (2) • Lighthouse Program – Free Sencha Architect, Z10 & Extra Swag. Top 5 apps received all expense paid trip to SenchaCon 2013 • Free Sencha Architect & BlackBerry Dev Alpha B device for an approved app
  • 17. 1725 March 2014 Partner: Unity Free Unity Pro Add-on for BlackBerry & BlackBerry Z10 for an approved app
  • 18. 1825 March 2014 Evangelist Led Activities “Built for BlackBerry” -- Free Limited Edition BlackBerry Z10 for an approved B4B app, Four Regional Grand Prizes of 75,000 credit for App Marketing “Android Offer” – Free device for an approved app made to quality app developers
  • 19. 1925 March 2014 Upgrades & New Apps  All developers with an Android App in BlackBerry World are encouraged to upgrade their apps to latest version and submit any Jelly Bean 4.2 apps (direct email from global marketing.  Any developer submitting an app between Dec 5 and Jan 28 are eligible.  Upon approval the developer receives 500 Jam Rewards Points Onboarding & Office Hours  At all events, Evangelists (and ADCs), developers are told about hour bi-weekly Onboarding/Office Hour Webcasts  Developers that attend will get 500 Jam Rewards Points (limit one award)  Evangelists can choose from this pool to offer free device offer Free Device  Evangelists choose the best quality apps on Google Play  Email sent to developer from Evangelist  Developer registers for the offer and gets invited to Onboarding/Office Hours for help  Upon approval the developer gets a device Evangelist Led Activities
  • 20. 2025 March 2014 Two free GamePads when including gamepad support Marketing Led Activities - Gaming
  • 21. 2125 March 2014 Android – 500 BlackBerry JamZone points for an approved app Android – 500 BlackBerry JamZone when attending an Android Onboarding Webcast Marketing Led Activities - Android
  • 22. 2225 March 2014 Marketing Led Activities - Advertising
  • 23. 2325 March 2014 728 x 90
  • 24. 2425 March 2014 220 x 250
  • 25. 2525 March 2014 300 x 250
  • 26. 2625 March 2014 Half page 300 x 600
  • 27. 2725 March 2014 728 x 90
  • 28. 2825 March 2014 300 x 250
  • 29. 2925 March 2014 728 x 90
  • 30. 3025 March 2014 160 x 600
  • 31. 3125 March 2014 728 x 90
  • 32. 3225 March 2014 320 x 250
  • 33. 3325 March 2014 ProTactics Con Comments • Catalyst that drives activity • High awareness • Huge app numbers • Low cost per app Port-a-thons • Expensive overall • Difficult to administer • Low quality apps • Need to solid administration process before attempting again • Need to focus on quality • Easy access to thousands of developers • Straight forward to administer Direct Offers • Cost Per App is high • Difficult to get apps in store • Must ship devices before getting apps • This tactic doesn’t drive acquisition unless done through partners • Able to vet attendees to ensure quality • We set the rules Physical BlackBerry Events • Expensive and labor intensive • Limited to BlackBerry Enthusiasts • Find a way to leverage Tech Centers and integrate with Virtual Events to drive down cost • Key to developer acquisition • Face to face provides best opportunity to acquire Physical Event Sponsorship • Labor intensive • Expensive to get noticed • Difficult to follow up • SenchaCon as part of an integrated marketing plan provided a great vehicle to acquire new developers. Developer Offer Tactic Analysis
  • 34. 3425 March 2014 CONTENTS • What is Developer Evangelism? • The “Non-Believer” • Identify the Goal • Formulate the Strategy • Implement the Activities • Measure, Tune, Rinse & Repeat… • Q & A
  • 35. 3525 March 2014 • Measure the effectiveness of your activities • Are you getting what you wanted? (e.g., Our Global App “Port-a-thons”) • Make changes based on your results • Too much of type “A”? Get more type “B”. • Run subsequent programs taking into account previous results  Best results obtained when we included Software, Hardware, and Support together. Measure, Tune, Rinse & Repeat
  • 36. 3625 March 2014 Thank You @Lmcdunna Linkedin.com/in/lmcdunna lmcdonough@blackberry.com