Using Salesforce to Manage Your Developer Community


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Presented at Evans Data Developer Relations Bootcamp, 3/23/14

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  • I’m going to explain how you can use the Salesforce1 Platform to manage your developer community
  • And I’m going to give you a peek into how we use Salesforce to manage our developer community
  • Key Takeaway:We are a publicly traded company. Please make your buying decisions only on the products commercially available from Track:Before I begin, just a word from our lawyers.  We are a publicly held company and this is our safe harbor statement which if you cannot read, you can find on our website.  Any purchasing decisions you make, should be made based on currently available technology.
  • Familiar marketing concept, gives some structure to the processAs we move down the funnel, our engagement with the developer increasesAt the top of the funnel, we don’t know much about the developer – maybe just their trail through the website, and a rough idea of their locationWhen they register for a webinar, for example, we have their email address, possibly real name and company, and are starting to get an idea about their area of interestMidway through the funnel, we can engage very effectively – e.g. send links to relevant resourcesReleasing an app on the AppExchange is one possible goal – depends on the developer – another might be ‘Start a developer user group’Also, as we move down the funnel, we can segment the audience of developers more finely – we know more about them, so we can deliver them content that is more relevantThat’s what this process is really about – giving developers what they need to get the job done – we want to give them less volume, more relevance
  • Once our developers are nearing the bottom of the funnel, we know a LOT about themEvents such as ‘developer creates forum account’, ‘developer logs in to environment’ feed into our systemBut developers are generally more privacy conscious than the average consumer
  • We want our developers to be successful, our goal is to give them the tools they needBut, when a dev first creates a trigger, for example, we don’t want to email them a few mins later with an article on writing triggers – don’t want them to feel we’re looking over their shoulder!Do want to nurture – welcome developer to the platform, ‘notice’ that they haven’t logged in for a while, send then an email touching base
  • Every touch on every channel can be personalized – provide relevant content in emailTweets and FB comments can be answered with context
  • You can even serve relevant content within your product – the landing page in developer edition, for exampleHow do you manage all this?
  • SalesforcePardot and ExactTarget are fine products, and there are many other marketing automation tools out thereWhat do all of these products have in common?
  • Can all use our standard CRM objects: Account, Contact, Campaign – and can add their own fields and objectsBut all of these apps are using Salesforce for more than just the schema, they’re using Salesforce as a PLATFORM
  • All the marketing automation available on a desktop is now available on a mobile device. This includes Apps built by Salesforce, by our partners and by you. We’ve built the common user interface and API’s into a container that you can use to surface any of your own custom apps.
  • All of these marketing automation products have mobile apps
  • I could talk to this slide ALL DAY
  • Using Salesforce to Manage Your Developer Community

    1. 1. Using Salesforce to Manage Your Community Pat Patterson Developer Evangelist Architect @metadaddy
    2. 2. How We Use Salesforce to Manage Our Community Pat Patterson Developer Evangelist Architect @metadaddy
    3. 3. Safe Harbor Safe harbor statement under the Private Securities Litigation ReformAct of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make.All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter.These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
    4. 4. Release appRelease app The Developer Funnel Visit web site Register for webinar Sign up for developer account Release app Segmentation Engagement
    5. 5. We want to provide developers with timely and relevant information But without seeming ‘creepy’! Use data on the customer, but never customer data
    6. 6. Marketing Automation
    7. 7. Every Object, Every Field is Accessible via the Salesforce1 Mobile App AppExchange Apps: Dropbox Concur Evernote ServiceMax More Custom Apps and Integrations: SAP Oracle Everything Custom More Sales, Service and Marketing Accounts Cases Campaigns Dashboards More
    8. 8. Mobile Marketing Automation
    9. 9. Your App Every Object, Every Field is Accessible via the APIs GET POST PATCH DELETE OAuth 2.0 HTTPS
    10. 10. Salesforce1 Platform Market Share#1 Leader Wave for Rapid Developers Wave for Coders Wave for Application Deployment & Delivery 2,000 AppExchange Apps Apps built on the Platform 4M+ Records Stored 72B AppExchange Installs 2M 1.5B Transactions Per Day