0
Evangelism
Timo Elliott, July 2013
2
Introduction
Timo Elliott
Innovation Evangelist
“Passionately part of
SAP’s future”
timoelliott.com
@timoelliott
gapingv...
3
What Is An Evangelist?
The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a reward
given to the messen...
4
Self-promotion is a necessary part
of the role!
What I Do – Other Evangelists May Be Very Different
Present at 40+ confe...
5
What Is Evangelism?
Basically, it’s “just” marketing [but not as in “that’s just marketing”]
gapingvoid.com
6
Enterprise Software is Complex and Confusing
Potentially confusing products to solve complex and confusing business
issu...
7
Evangelism
Content, Communication, and Community
Find something
INTERESTING
Tell STORIES
SHARE, discuss, im
prove
8
Content
Social has brought a lot
more transparency – and if
you’re naked, you’d better
be buff!
But marketing still has ...
9
Be “Interesting”
Howard Gossage
10
Marketing ROI = Return on Interesting
11
Evangelists Have An “Interesting” Advantage
Evangelists have a lot of marketing advantages:
• Domain knowledge (so they...
12
“Interesting” is A Very Elastic Concept*
Educational
Funny
Controversial
Startling
Emotional
New
Etc.
Vary, reuse forma...
13
Interesting is HARD
Make sure you’re adding to what’s already out there
14
Communicate
PASSION
15
Keep It Real
Authenticity is the key to success.
[Once you can fake that,
you’ve got it made…]
Tests:
• Am I interested...
16
My Role Model (Yours May be Different)
17
Use Analogies
“300x faster” is just a number.
Imagine you’re a world-
class marathon runner.
You could finish the race
...
18
Use Analogies
Cost of 1 Mb of
memory in 1990:
€46 / Mb
2010: <1c
Should expect changes!
19
Vary by Audience: Belgium
Atomium
102m
Cost of 1 Mb of
memory in 2000: ≈$1
20
Vary by Audience: Stockholm
Kista Science Building
Stockholm
124m
Cost of 1 Mb of
memory in 2000: ≈$1
21
Vary by Audience: Russia
Capital City,
Moscow Tower
306m
Cost of 1 Mb of
memory in 2000: ≈$1
22
Vary by Audience: Russia
Cost of 1 Mb of memory
today: ≈1 cent
Alexander Sizonenko: 2.39m
Height of hoop 3.08m
And shri...
23
Use Analogies
A transformative technology that
slowly but surely upturns the whole
industry
24
Tell Stories
25
Some Other Evangelist Skills
26
Evangelism by Team
I believe the future of marketing is evangelism, but carried out by agile,
collaborative teams rathe...
27
Community
Community is now
PART OF THE PRODUCT
28
Use Community To Increase Quality
Come down from the marketing ivory
tower, and iteratively engage with the
community.
...
29
In an Ideal World, Marketing Would Could Get Out Of The Way
The customer community would evangelize, sell, and support ...
30
What I Find Hard About Evangelism
More work than you might think – just keeping up is hard!
“Appropriate authenticity”
...
31
Actions and Next Steps
Use social to engage with customers, influencers, competition…
Figure out your passion
Be Intere...
Thank you
Timo Elliott
Email: telliott@timoelliott.com
Twitter: @timoelliott
Blog: timoelliott.com
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Technology Evangelism

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What is technology evangelism? It's the future of marketing. Here's my personal view on how it's defined, and some tips on being an evangelist

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  • [twitter]Audiences with Twitter can make presenters feel naked — but they still have the megaphone[/twitter]
  • [twitter]The most fundamental presentation advice: be interested in what you’re talking about![/twitter]
  • http://www.jcmit.com/memoryprice.htmCost of memory in 1960 was around 5 million dollars per megabyte. If you take the height of the LondonEye as the cost of memory in 2000 — what height would it be at today? It’s gone from $1 to 1 cent. Around 1.8m — the height of the average personAnd this isn’t even to scale! Man should be half the size again…
  • Powelliphantaaugusta1 USD = 1.2059 NZDUnited States DollarNew Zealand DollarThe species is endemic to the South Island of New Zealand. It was found only on the Mount Augustus ridgeline northeast of Westport which has since been removed by mining operations of the state-owned company Solid Energy.[2]http://www.savehappyvalley.org.nz/resources.php?page=268http://www.coalnz.com/index.cfm/1,448,798,0.htmlhttp://www.coalnz.com/index.cfm/1,230,692,49/Further-improvement-recorded-in-environmental-performance-snail-documentary-released.html=http://www.coalnz.com/index.cfm/1,250,0,49/Snail-the-Movie.htmlhttp://muir.massey.ac.nz/bitstream/handle/10179/3031/02_whole.pdf?sequence=5During mining operations on the Stockton Plateau this endangered species was living along the Mt Augustus ridgeline. For mining to take place and for Solid Energy to meet its environmental policy to &quot;Reasonably minimise the adverse local environmental affects that may be an unavoidable part of operating coal mines&quot;, a solution had to be sought.A Wildlife Permit was issued in early 2006 for the capture and relocation of snails, shells and eggs and by the end of 2007 the Department of Conservation (DOC) formally acknowledged that Solid Energy had fulfilled all of the conditions.A specialist team collected the snails, shells and eggs and then transferred them to DOC in Hokitika for ongoing management and research. DOC staff recorded the details of each snail, providing baseline data for monitoring the snails as they are released back into the wild.In all, 6,140 snails, 8,057 shells and 1,116 eggs were collected - 10 times higher than original estimates.Habitat PreservationFollowing collection of the snails, much of the original habitat was moved 800 metres north. The technique is called &quot;vegetation direct transfer&quot; and involves precise excavation by mechanical digger so that soil and vegetation is kept largely intact and can be moved to a new location by track.By late 2007, approximately 4,000 snails had been released onto this and other sites.New HabitatsBecause of the number of snails was larger than expected, further relocation sites were needed. A rigorous process was undertaken to select other sites assessing aspects such as soil and leaf litter depth, seasonal and soil temperature variations and rainfall. Decisions on the release sites have been closely informed by the project&apos;s Technical Advisory Group, formed from DOC and Solid Energy snail/invertebrate specialists and ecologists.The first snails were released back into the wild into an area next to a site where original habitat has been &quot;direct transferred&quot;. By late 2007 3,900 snails and 1,060 eggs had been returned to the wild, including at two sites on Mt Rochfort, south of Stockton Mine. MonitoringAbout 5% of all released adult snails have been tagged with miniature transponders for short-term monitoring. This has provided valuable information on individual snail response to environmental stresses such as weather and predation.Captive Management and the FutureAt the end of June 2008, a total of 1,797 snails and 254 eggs remain at DOC&apos;s captive management facility in Hokitika, and a number of snails have successfully hatched from eggs. Survival in captivity is very high, at about 94 per cent. Of the eggs,221 had been laid by snails after being moved to the management facility at Hokitika. By the end of June 2008, 408 eggs had hatched, 373 of which had been collected in the wild. The snail eggs take a year or more to hatch.DOC is currently developing a five-year management plan to address a number of critical issues for native land snails, including:ongoing captive management requirements,strategies for further snail releases,ongoing monitoring, andongoing predator control.The effort to collect and relocate native land snails, Powelliphanta &quot;Augustus&quot;, from the Mt Augustus ridgeline at our Stockton Opencast Mine, concluded in May 2007.Unfortunately this ecosystem sat upon a valuable coal reserve that Solid Energy held a license to mine. The coal of Ngakawau makes the soil of this region highly acidic, which in turn creates an environmental pressure upon the plants and animals to adapt to cope with this. This has contributed to the specialized evolution of localized native species. Because this coal is part of the ecosystem, taking it away poses risks to the stability and health of the species above that have come to rely upon it. And because coal is so valuable, most such “coal measure ecosystems” have already been dug up and destroyed by mining (ibid; 25). This makes the ones that remain even more important to science and the remaining coal reserves even more appealing to business.In 2003 a new species of NZ land snail was officially identified on Mt Augustus (Walker, 2006; 27). By the time the Mt Augustus Snail began to receive serious attention in 2004, an estimated two thirds of its habitat had been destroyed by strip mining for coal undertaken by Solid Energy (ibid, 45). Powelliphanta snails are carnivorous mollusks found only in New Zealand. These bizarre animals move too slowly to colonize new areas rapidly.Over New Zealand’s turbulent geological history groups of Powelliphanta have been frequently separated into small geographic areas, and cut off from the wider population for many thousands of years (ibid; 14). These pocket colonies have adapted to meet and depend upon the highly specific environmental conditions of their habitat, making Powelliphanta a critically important genus to New Zealand evolution science. The Augustus snail has likewise evolved to cope with, and depend upon the high altitude, low pH, high rainfall and complex plant community of Mt Augustus (ibid; 40). TranslocationsIn early December 2006, twenty snails removed from Solid Energy&apos;s opencast mine expansion at Stockton were released back into the wild. By late December 2006, one of the 20 relocated snails had been found dead.[8][9]A further 20 snails collected from the ridgeline of the mine site were also released about 800 metres from where they were found into an area of the Stockton Plateau that will not be mined.On 8 January 2007 the Department of Conservation announced plans to release another 200 snails back into the wild at Stockton open cast mine.[10]In April 2010, a Department of Conservation officer reported that 1552 snails were still held in refrigerators in Hokitika.[11]In August 2010, Rod Morris reported in &apos;Forest and Bird&apos; on the status of the P. augustus. Morris had visited the re-location site, just north west of the original Mt Augustus, where the original soil and vegetation from Mt Augustus had been transferred to. He observed that larger trees had died, and introduced weed species such as gorse and rushes had invaded. Morris stated “The once complex mosaic of dense, low sub-alpine scrub and deep undisturbed litter has gone”. However, 1600 snails had been translocated from Hokitika to the re-created site. Another 2300 snails had been moved to two sites at Mt Rochfort. At each site, 50 snails were tagged with transponders and these snails had a 30% rate of mortality after 18 months. Morris noted that Landcare Research considered that the snail populations would not survive that rate of mortality.[12]In November 2011, 800 snails died in a Department of Conservation fridge.[13][14]http://www.scoop.co.nz/stories/SC1111/S00022/snail-fridge-deaths-an-avoidable-tragedy.htmHigh-tech backpacksIn 2006, around 1,500 rare Powelliphanta snails were moved to safety from the Stockton mine area on the West Coast. Sixty had radio transponders and antennae glued to their shells. This allows Department of Conservation staff to track the snails – but it may interfere with mating. ‘The snails climb on top of each other when they mate, and it might disturb them that there’s this bulge where the diode is,’ said scientist Ingrid Gruner.1http://www.teara.govt.nz/en/snails-and-slugs/3Carnivorous! Twice as old as the coal underneath it! http://aut.researchgateway.ac.nz/bitstream/handle/10292/839/DaiB.pdf?sequence=3The species was first discovered in 1996 by members of the Nelson Botanical Society, however, the Department of Conservation was unaware of its existence until 2004.http://www.youtube.com/watch?v=M7Prv7QQ-tI&amp;feature=player_embedded&amp;noredirect=1 at minute 14?Solid Energy was required to pay for the search-and-relocation of the Mt Augustus snails. Some reports have put the cost to the company at $10m, including lost production. In all, 6139 snails were moved off the mountain. 1 628 per snail? (had esimated 8000 http://terranature.org/snailTranslocation.htm)http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&amp;objectid=10765048About 800 rare giant snails have been frozen to death after a technical glitch in a Department of Conservation cool room in Hokitika. (=1.26M!!)The snails were some of 6000 taken from the Stockton Plateau several years ago to make way for coal mining.About 4000 snails have already been relocated to new habitats.DOC public awareness officer Jose Watson said a temperature probe in one cool room, where the snails were being kept, failed at Labour Weekend.The probe sent the incorrect temperature to the cooler unit, and the cooler unit &quot;went into overdrive&apos;&apos;, she said.&quot;The first thing that was noticed was that the unit was going over-time.&apos;&apos;Ms Watson said DOC staff were unsure how long the snails had been exposed to the freezing temperatures - which they can withstand for short periods in the wild - in the cool room.DOC had not announced the snail deaths sooner because it had had to assess how many had died.Powelliphanta land snails are another New Zealand living fossil .....The land snails of today are the result of 80 million years of evolution of New Zealand&apos;s unique ecology, isolated from the rest of the world after breaking away from the Gondwana continent.Powelliphanta snails originated about 200 million years ago, and belong to the oldest family of carnivorous land snails on Earth.Together with New Zealand&apos;s other primitive species, tuatara, Leiopelma frogs and weta, land snails are regarded as living fossils because of their ancient lineage.Photos left:Powelliphanta shells, Golden Bay Museum
  • [twitter]You’ll need a thick skin, and new skills to orchestrate the “presentation performance”.[/twitter]
  • Transcript of "Technology Evangelism"

    1. 1. Evangelism Timo Elliott, July 2013
    2. 2. 2 Introduction Timo Elliott Innovation Evangelist “Passionately part of SAP’s future” timoelliott.com @timoelliott gapingvoid.com
    3. 3. 3 What Is An Evangelist? The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a reward given to the messenger for good news (εὔ = "good", ἀγγέλλω = "I bring a message“) Some prefer “advocate” or “champion”
    4. 4. 4 Self-promotion is a necessary part of the role! What I Do – Other Evangelists May Be Very Different Present at 40+ conferences and events / year 100+ Blog posts / year (multiple channels) “Social Ambassador” role at events Customer strategy days Press and analysts Internal evangelism Other social media (9.7K on Twitter, etc.) “Probably one of the best Powerpoint presentations I have seen to date!” Trevor McConnell “Please accept my sincere appreciation for the outstanding presentation. This presentation was the most interesting I have had in years.” Tony Betkolia “Your presentation was one of the best presentations I have experienced in a very long time. Excellent delivery, good examples and contents as well as great supporting visuals… Sales Manager, Component Software, Norway. “It really was a pleasure to hear your presentations… -- it’s wonderful to meet people like you that are passionate about what they do.” Paul O'Sullivan, Bank of Ireland “[Your presentation] was the best one I've seen by a mile, and my colleagues agree with me.” Joe Ferreria, Deutsch Bank
    5. 5. 5 What Is Evangelism? Basically, it’s “just” marketing [but not as in “that’s just marketing”] gapingvoid.com
    6. 6. 6 Enterprise Software is Complex and Confusing Potentially confusing products to solve complex and confusing business issues. To “help people buy,” companies must explain and describe: How the technology works How to buy products How to install and use products What other customers are doing And customers are buying into the future as much as today’s product (or more), so: Thought leadership Brand image Inspiration = “Evangelism” = Marketing
    7. 7. 7 Evangelism Content, Communication, and Community Find something INTERESTING Tell STORIES SHARE, discuss, im prove
    8. 8. 8 Content Social has brought a lot more transparency – and if you’re naked, you’d better be buff! But marketing still has a megaphone. What should they do with it?
    9. 9. 9 Be “Interesting” Howard Gossage
    10. 10. 10 Marketing ROI = Return on Interesting
    11. 11. 11 Evangelists Have An “Interesting” Advantage Evangelists have a lot of marketing advantages: • Domain knowledge (so they can tell what is interesting) • Direct communication (encourages candor) • Fast-paced (typically don’t have to coordinate big teams) • Instant feedback (presentations, conversations) • Iterative (can adapt develop over several conferences) • Sink or swim (strong incentives for “quality,” or not invited back) • Typically not measured (directly) on leads, less paperwork!
    12. 12. 12 “Interesting” is A Very Elastic Concept* Educational Funny Controversial Startling Emotional New Etc. Vary, reuse formats -- don’t “sing in monotone” Align with messaging * But “professional, slick, polished” is NOT INTERESTING on its own
    13. 13. 13 Interesting is HARD Make sure you’re adding to what’s already out there
    14. 14. 14 Communicate PASSION
    15. 15. 15 Keep It Real Authenticity is the key to success. [Once you can fake that, you’ve got it made…] Tests: • Am I interested? • Would I talk to my own relative this way? • Would I still say this if I worked for a competitor? gapingvoid.com
    16. 16. 16 My Role Model (Yours May be Different)
    17. 17. 17 Use Analogies “300x faster” is just a number. Imagine you’re a world- class marathon runner. You could finish the race in 33 seconds. Would that give you a competitive advantage?!
    18. 18. 18 Use Analogies Cost of 1 Mb of memory in 1990: €46 / Mb 2010: <1c Should expect changes!
    19. 19. 19 Vary by Audience: Belgium Atomium 102m Cost of 1 Mb of memory in 2000: ≈$1
    20. 20. 20 Vary by Audience: Stockholm Kista Science Building Stockholm 124m Cost of 1 Mb of memory in 2000: ≈$1
    21. 21. 21 Vary by Audience: Russia Capital City, Moscow Tower 306m Cost of 1 Mb of memory in 2000: ≈$1
    22. 22. 22 Vary by Audience: Russia Cost of 1 Mb of memory today: ≈1 cent Alexander Sizonenko: 2.39m Height of hoop 3.08m And shrinking….
    23. 23. 23 Use Analogies A transformative technology that slowly but surely upturns the whole industry
    24. 24. 24 Tell Stories
    25. 25. 25 Some Other Evangelist Skills
    26. 26. 26 Evangelism by Team I believe the future of marketing is evangelism, but carried out by agile, collaborative teams rather than individuals: Subject-matter experts Messaging experts Journalists and storytellers Editors Data analysts Project managers Community organizers
    27. 27. 27 Community Community is now PART OF THE PRODUCT
    28. 28. 28 Use Community To Increase Quality Come down from the marketing ivory tower, and iteratively engage with the community. 1. Come up with, or find, something you think is interesting. 2. Test whether it is indeed interesting by generating discussion 3. Use those discussions to refine the idea to make it more interesting 4. Then invite others to the conversation (= “a campaign”) 5. And invite them to join the community!
    29. 29. 29 In an Ideal World, Marketing Would Could Get Out Of The Way The customer community would evangelize, sell, and support new customers E.g. Instagram at acquisition by Facebook Users: 30 Million Employees: 13 Marketing staff: 0 Community evangelists: 3 Value: $1 Billion http://instagram.com/timoelliott
    30. 30. 30 What I Find Hard About Evangelism More work than you might think – just keeping up is hard! “Appropriate authenticity” Aligning with corporate message and branding Company brand vs own brand Measurement • Important, but hard to do, and watch out for bad side-effects Tradeoffs and prioritization • Live vs. online, broad vs deep, business vs technical, new vs reuse, internal vs external, content vs community, etc. etc. Staying connected internally, organization LEVERAGE AND SCALE
    31. 31. 31 Actions and Next Steps Use social to engage with customers, influencers, competition… Figure out your passion Be Interesting Practice random acts of Evangelism Use social to measure, iterate, and improve our marketing Help us all figure out how to apply Evangelism at scale
    32. 32. Thank you Timo Elliott Email: telliott@timoelliott.com Twitter: @timoelliott Blog: timoelliott.com
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