Unicorns, Metrics and Hot Sauce Tom Hughes-Croucher 2010 Developer Relations Conference
<ul><li>Yahoo! Developer Network </li></ul><ul><li>2 years </li></ul><ul><li>Technical Evangelist </li></ul><ul><li>Speaki...
Meeting developers on their home turf
<ul><li>Short YDN Update </li></ul><ul><li>Unicorns </li></ul><ul><li>Metrics </li></ul><ul><li>Hot Sauces </li></ul><ul><...
A Very tiny YDN Update
<ul><li>Yahoo Developer Network (YDN) </li></ul><ul><li>Open Source </li></ul><ul><li>Developer Tools </li></ul><ul><li>Da...
<ul><li>YUI </li></ul><ul><li>Hadoop </li></ul><ul><li>Traffic Server </li></ul><ul><li>Apache </li></ul><ul><li>PHP </li>...
<ul><li>YSlow </li></ul><ul><li>Pipes </li></ul><ul><li>Blueprint Mobile Widgets </li></ul>YDN :: Developer Tools
<ul><li>YQL </li></ul><ul><li>Address Book </li></ul><ul><li>Flickr </li></ul>YDN :: Data Services
YOS :: Technology Stack
<ul><li>SQL-like syntax </li></ul><ul><li>Allows you to query (SELECT), filter (WHERE) and join (IN) data across WebServic...
Unicorns
Developer Mindset <ul><li>Developers have their own sub-culture </li></ul><ul><li>This doesn’t mean you have associate you...
Pitch what people are interested in <ul><li>Do I sell: </li></ul><ul><ul><li>“ An overview of Yahoo YQL Javascript” or  </...
Most talked about slide in “Apps from Space!!!11!!!”
Task List for Unicorns <ul><li>Is this a topic developer care about directly? </li></ul><ul><li>If not, can I align it wit...
Developers Are Smart <ul><li>They certainly think they are smarter than Joe Six-pack (and probably are) </li></ul><ul><li>...
Developers can smell a rat <ul><li>Ego-less is important </li></ul><ul><li>Sell your message authentically </li></ul><ul><...
Metrics
Measurement Myths <ul><li>“ You can’t measure Developer Evangelism it’s not a science” </li></ul><ul><li>“ You can’t measu...
Choose the right proxies <ul><li>Developer sentiment </li></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><ul><li>...
Social Networks
Which social networks? <ul><li>Thought leadership </li></ul><ul><ul><li>Proggit (Reddit Programming) </li></ul></ul><ul><u...
Pitfalls <ul><li>Not all developers are created equal </li></ul><ul><ul><li>Web developers more social </li></ul></ul><ul>...
Continuous Improvement <ul><li>Use metrics to </li></ul><ul><ul><li>Identify your best engagement topics </li></ul></ul><u...
Hot Sauce
Par it down
Par it down
Yahoo is HUGE <ul><li>You can sell the kitchen sink, or: </li></ul><ul><li>You can sell to needs </li></ul><ul><li>Even if...
Find your Hot Sauce
<ul><li>YQL allows access to all of my APIs </li></ul><ul><li>YQL integrates with my interface toolkit YUI </li></ul><ul><...
YQL is my hot sauce Brand Build Cross sell
Don’t sell everything sell what’s important <ul><li>Pick your top hand full of products </li></ul><ul><li>Create a name fo...
Key Take Aways
<ul><li>Developers have their own culture. Respect that. </li></ul><ul><li>Measure everything. Keep only what works. </li>...
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Unicorns Metrics and Hotsauce - Lessons about Evangelism from the Yahoo! Developer Network

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My keynote slides from Evans Data Developer Relations Conference 2010 about how to go about Developer Evangelism.

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  • 1851-1922 articles 11million -- Light, flexible, a-la-carte, hosted, complete stack, one licence Example usage outside Y! NY Times wanted to make 1851-1922 articles available for free as PDF Needed to assemble a grid 11 million articles processed in under 24 hours using 100 Amazon EC2 instances http://open.blogs.nytimes.com/2007/11/01/self-service-prorated-super-computing-fun/ Doug Cutting (Lucene, Nutch) founded the Hadoop project and joined Y! in January 2006 Y! Hadoop team started March 2006 Y! continues to make substantial contributions to the project http://lucene.apache.org/hadoop/ ------------------------------ Industrial strength cross-browser JavaScript and CSS Generous BSD license PayPal.com, Opera.com, O&apos;Reilly Publishing Catalog http://tech.groups.yahoo.com/group/ydn-javascript/links/YUI_Implementations_001149002597/
  • http://blog.pipes.yahoo.net/ http://www.readwriteweb.com/archives/the_ultimate_yahoo_pipes_list.php NYT + Flickr
  • http://labs.systemone.at/retrievr/?sketchName=2009-02-18-19-48-28-697469.4#sketchName=2009-02-18-19-51-28-415908.4 http://www.findmespot.com/fireeagle/
  • Create a horizontal, aggregated social experience – on and off Yahoo! Enable the innovations of the developer community – on and off Yahoo! Integrate Y!OS across Yahoo! to increase relevancy, innovation and choice
  • Simple signup Code snippets YahooDemo -&gt; Everywhere
  • What Is Web 2.0 Design Patterns and Business Models for the Next Generation of Software by Tim O&apos;Reilly 09/30/2005
  • Unicorns Metrics and Hotsauce - Lessons about Evangelism from the Yahoo! Developer Network

    1. 1. Unicorns, Metrics and Hot Sauce Tom Hughes-Croucher 2010 Developer Relations Conference
    2. 2. <ul><li>Yahoo! Developer Network </li></ul><ul><li>2 years </li></ul><ul><li>Technical Evangelist </li></ul><ul><li>Speaking </li></ul><ul><li>May/June 3 continents 4 countries </li></ul><ul><li>Spoke at least 3 times/month in 2009 </li></ul>Who
    3. 3. Meeting developers on their home turf
    4. 4. <ul><li>Short YDN Update </li></ul><ul><li>Unicorns </li></ul><ul><li>Metrics </li></ul><ul><li>Hot Sauces </li></ul><ul><li>Key Take Aways </li></ul>Overview
    5. 5. A Very tiny YDN Update
    6. 6. <ul><li>Yahoo Developer Network (YDN) </li></ul><ul><li>Open Source </li></ul><ul><li>Developer Tools </li></ul><ul><li>Data Services </li></ul><ul><li>Yahoo! Open Strategy (YOS) </li></ul>Open Strategy :: Applied
    7. 7. <ul><li>YUI </li></ul><ul><li>Hadoop </li></ul><ul><li>Traffic Server </li></ul><ul><li>Apache </li></ul><ul><li>PHP </li></ul><ul><li>Perl </li></ul><ul><li>MySQL </li></ul>YDN :: Open Source
    8. 8. <ul><li>YSlow </li></ul><ul><li>Pipes </li></ul><ul><li>Blueprint Mobile Widgets </li></ul>YDN :: Developer Tools
    9. 9. <ul><li>YQL </li></ul><ul><li>Address Book </li></ul><ul><li>Flickr </li></ul>YDN :: Data Services
    10. 10. YOS :: Technology Stack
    11. 11. <ul><li>SQL-like syntax </li></ul><ul><li>Allows you to query (SELECT), filter (WHERE) and join (IN) data across WebServices. </li></ul><ul><li>Self Describing - SHOW, DESC table </li></ul><ul><li>Public / Private Data </li></ul><ul><li>Bindings for many YDN APIs </li></ul><ul><li>Can query external structured data (USE) </li></ul><ul><li>http://developer.yahoo.com/yql </li></ul>Yahoo! Query Language (YQL) - SELECT * FROM internet
    12. 12. Unicorns
    13. 13.
    14. 14.
    15. 15. Developer Mindset <ul><li>Developers have their own sub-culture </li></ul><ul><li>This doesn’t mean you have associate your brand with it </li></ul><ul><li>Understanding “memes” allows you to communicate better </li></ul>
    16. 16. Pitch what people are interested in <ul><li>Do I sell: </li></ul><ul><ul><li>“ An overview of Yahoo YQL Javascript” or </li></ul></ul><ul><ul><li>“ Apps from Space!!!11!” </li></ul></ul><ul><li>Not all memes are funny </li></ul><ul><ul><li>In 2009 anything related to HTML5 was hot </li></ul></ul><ul><ul><li>iPad v. Adobe makes HTML5 hotter </li></ul></ul><ul><ul><li>Cloud Computing, Mobile, etc </li></ul></ul>
    17. 17. Most talked about slide in “Apps from Space!!!11!!!”
    18. 18. Task List for Unicorns <ul><li>Is this a topic developer care about directly? </li></ul><ul><li>If not, can I align it with a topic developers care about? </li></ul><ul><li>Have I communicated this in a way developers can get excited about it? </li></ul>
    19. 19. Developers Are Smart <ul><li>They certainly think they are smarter than Joe Six-pack (and probably are) </li></ul><ul><li>They might think they are smarter than you (if they aren’t don’t let it show) </li></ul><ul><li>Developers pride themselves on their smarts </li></ul><ul><li>That means they are trying to catch you out </li></ul>
    20. 20. Developers can smell a rat <ul><li>Ego-less is important </li></ul><ul><li>Sell your message authentically </li></ul><ul><ul><li>Do stuff yourself </li></ul></ul><ul><ul><li>Don’t pitch things “made by my colleague” if you can’t talk about them </li></ul></ul><ul><li>Don’t be afraid that you are selling </li></ul><ul><li>Don’t be confused about your gift of value </li></ul>
    21. 21. Metrics
    22. 22. Measurement Myths <ul><li>“ You can’t measure Developer Evangelism it’s not a science” </li></ul><ul><li>“ You can’t measure the impact of marketing” </li></ul><ul><li>“ We don’t know how developers feel about us” </li></ul>
    23. 23. Choose the right proxies <ul><li>Developer sentiment </li></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><ul><li>Developers talk to their friends </li></ul></ul></ul><ul><ul><ul><li>They talk in public </li></ul></ul></ul><ul><li>Online stuff is fairly easy to measure </li></ul><ul><ul><ul><li>Page Views </li></ul></ul></ul><ul><ul><ul><li>SDK Downloads </li></ul></ul></ul><ul><ul><ul><li>API Usage </li></ul></ul></ul>
    24. 24. Social Networks
    25. 25. Which social networks? <ul><li>Thought leadership </li></ul><ul><ul><li>Proggit (Reddit Programming) </li></ul></ul><ul><ul><li>Hacker News </li></ul></ul><ul><li>Broad sweep </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Facebook </li></ul></ul>
    26. 26. Pitfalls <ul><li>Not all developers are created equal </li></ul><ul><ul><li>Web developers more social </li></ul></ul><ul><ul><li>Application/Backend developers less social </li></ul></ul><ul><li>“ Neutral” metrics are better </li></ul><ul><ul><li>Metrics you can affect leads to ‘chasing KPIs’ </li></ul></ul><ul><ul><li>Your only affect on social networks is your out-reach </li></ul></ul>
    27. 27. Continuous Improvement <ul><li>Use metrics to </li></ul><ul><ul><li>Identify your best engagement topics </li></ul></ul><ul><ul><li>Best external partners </li></ul></ul><ul><ul><li>Best times of day/week to post content </li></ul></ul><ul><ul><li>Best places to meet your audience </li></ul></ul><ul><ul><li>Effectiveness on bottom line of outreach </li></ul></ul><ul><ul><ul><li>E.g. 100 tweets = 3 API signups </li></ul></ul></ul>
    28. 28. Hot Sauce
    29. 29. Par it down
    30. 30. Par it down
    31. 31. Yahoo is HUGE <ul><li>You can sell the kitchen sink, or: </li></ul><ul><li>You can sell to needs </li></ul><ul><li>Even if you have the kitchen sink </li></ul><ul><ul><li>Once people buy your brand then you can quit selling and just supply </li></ul></ul><ul><ul><li>Selling against needs is a clearer message which builds brand </li></ul></ul>
    32. 32. Find your Hot Sauce
    33. 33. <ul><li>YQL allows access to all of my APIs </li></ul><ul><li>YQL integrates with my interface toolkit YUI </li></ul><ul><li>YQL integrates with everyone else’s interface toolkits </li></ul><ul><ul><li>jQuery, Dojo, Ruby on Rails, etc </li></ul></ul><ul><li>YQL has an amazing demo </li></ul><ul><li>“ If YQL is so great maybe YDN have other great stuff” </li></ul><ul><ul><li>Use your hot sauce to start cross selling </li></ul></ul><ul><ul><li>Use it to build your brand </li></ul></ul>YQL is my hot sauce
    34. 34. YQL is my hot sauce Brand Build Cross sell
    35. 35. Don’t sell everything sell what’s important <ul><li>Pick your top hand full of products </li></ul><ul><li>Create a name for those </li></ul><ul><li>Make sure they are critical to developers </li></ul><ul><li>Make it easy for developers to self-serve other 2 nd -tier products </li></ul>
    36. 36. Key Take Aways
    37. 37. <ul><li>Developers have their own culture. Respect that. </li></ul><ul><li>Measure everything. Keep only what works. </li></ul><ul><li>Identify your best products and make your own hot sauce </li></ul>Take Aways Thank You Questions? [email_address]

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