A talk given at the All Things API Meetup in San Francisco - Feb 2016

1. Evangelizin’ on a
Budget
All Things API Meetup - San Francisco
February 16 - 2016
Tim Falls
VP, Community @Keen_IO
@TimFalls | tf@keen.io
POV - evangelism works (in the right situation) and it can be done on any size budget
Action - understand your situation, self-regulate, make it happen
Benefit: an effective strategy that gives itself time to mature and realize different circumstances/realities - ie, experimentation and exploration
Key point 1: understand the current landscape and what costs what
Key point 2: divvy up your activities (strategy/tactics) into online/offline, try to do as much online as possible
Key point 3: offline can be cheap, too, with the right tools + asset of a physical space

2. insert Ballin’ on a Budget video intro - by Nappy Roots

3. Who?
About me:
- first led community/developer relations at SendGrid (2010-2014)
- now lead community at Keen IO (Sept 2014-present)

4. Who?
About me:
- first led community/developer relations at SendGrid (2010-2014)
- now lead community at Keen IO (Sept 2014-present)

5. Who?
About me:
- first led community/developer relations at SendGrid (2010-2014)
- now lead community at Keen IO (Sept 2014-present)

6. Why?
Why does this talk matter? / Why did i choose to give it?
It first came to mind, from some simple reflection on where I am today and where i’ve been in the past.
It dawned on me that I’ve been doing this evangelism thing for 5 years now, and the circumstances under which I’ve operated has varied greatly -
specifically from a financial standpoint.
That struck me as an interesting reality, and then I thought, I bet there were some lessons built into that experience. and then i unpacked that a bit…
More interestingly than that simple fact was that it was all fun and challenging in different ways…
And no matter what I was (overall) having a great time and doing lots of stuff and challenging myself and seeing what I enjoy doing and what I don’t,
what I’m good at and what I’m not, and experimenting and learning
The variance has kept it fresh (and if it hadn’t been varied, I might be burned out by now), and that travel is awesome but so is being at home (and even
feeling like you have a home) and building yourself a routine.
While interesting is nice, it’s just that: interesting. And of course I want to tell you an interesting story, but I’d also like to share with you a distillation of
the lessons that were built into the experience in the form of a few tactical tips and an encouragement to diagnose your situation and view that set of
circumstances from different, creative perspectives.

7. Why?
Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of
hackathons and such
- insert LinkedIn profiles # here
- insert mind-blowing MLH # here
-

8. Why?
Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of
hackathons and such
- insert LinkedIn profiles # here
- insert mind-blowing MLH # here
-

9. Why?
Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of
hackathons and such
- insert LinkedIn profiles # here
- insert mind-blowing MLH # here
-

10. Why?
In two years:
Events: 20 200
Hackers: 5k 75k
Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of
hackathons and such
- insert LinkedIn profiles # here
- insert mind-blowing MLH # here
-

11. Why else?
Developer evangelism, community-building, etc can cost a lot of money; can be viewed as a cost center; is in some cases in a precarious standing within
a given organization; does exhibit characteristics of a delicate (high[er] risk?) piece of the business strategy. This is true today, but it’s certainly less true
than it was 3 years ago and will be even less true next year (I believe.)
There’s a general sense in early 2016 that there may be a downturn - in the overall economy, in silicon valley, etc. And some signals indicating tightening
of belts. I’ve heard from at least one evangelist that they were let go, because the team was axed.
Note: this is not a scare tactic. I believe one should avoid acting out of fear / making decisions based on that emotion.

12. And..?
Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and
advancing ourselves. And we should continue to do so.
I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence.
I believe community building works and it is/will play a huge role in the future of business - because it’s human.
Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk.
-

13. And..?
Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and
advancing ourselves. And we should continue to do so.
I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence.
I believe community building works and it is/will play a huge role in the future of business - because it’s human.
Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk.
-

14. And..?
Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and
advancing ourselves. And we should continue to do so.
I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence.
I believe community building works and it is/will play a huge role in the future of business - because it’s human.
Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk.
-

15. And..?
🚀
Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and
advancing ourselves. And we should continue to do so.
I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence.
I believe community building works and it is/will play a huge role in the future of business - because it’s human.
Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk.
-

17. Claim

18. Claim
Evangelism works … with any size budget.

19. Claim
Evangelism works … with any size budget.
Action

20. Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.

21. Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Benefit

22. Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Benefit
Effective strategy that allows time to mature and
opportunity to explore different realities

23. Action
Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money
stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next…
Your team’s structure and makeup determine its resources and the inventory of each.
Plan accordingly.

24. 1 - understand: your current financial reality, objectives
Action
Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money
stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next…
Your team’s structure and makeup determine its resources and the inventory of each.
Plan accordingly.

25. 1 - understand: your current financial reality, objectives
2 - develop & categorize: strategy & tactics
Action
Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money
stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next…
Your team’s structure and makeup determine its resources and the inventory of each.
Plan accordingly.

26. 1 - understand: your current financial reality, objectives
2 - develop & categorize: strategy & tactics
3 - optimize: to maximize results
Action
Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money
stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next…
Your team’s structure and makeup determine its resources and the inventory of each.
Plan accordingly.

27. Understand
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

28. Scale: a case study comparison
Understand
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

29. Scale: a case study comparison
Understand
Big
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

30. Scale: a case study comparison
Understand
Big
SendGrid:
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

31. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

32. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

33. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

34. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

35. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

36. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

37. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

38. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

39. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

40. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

41. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

42. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

43. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

44. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
• events: 3/month
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

45. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
• events: 3/month
• swag: 2k t-shirts
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

46. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
• events: 3/month
• swag: 2k t-shirts
• salaries: $100k*4 = $400k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

47. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
• events: 3/month
• swag: 2k t-shirts
• salaries: $100k*4 = $400k
• t-shirts: $8 * 2k = $16k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

48. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
• events: 3/month
• swag: 2k t-shirts
• salaries: $100k*4 = $400k
• t-shirts: $8 * 2k = $16k
• events: 3 * 12 * $500 = $18k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

49. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
• events: 3/month
• swag: 2k t-shirts
• salaries: $100k*4 = $400k
• t-shirts: $8 * 2k = $16k
• events: 3 * 12 * $500 = $18k
• travel: (3/2) * 12 * $750 = $13,500
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

50. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
• events: 3/month
• swag: 2k t-shirts
• salaries: $100k*4 = $400k
• t-shirts: $8 * 2k = $16k
• events: 3 * 12 * $500 = $18k
• travel: (3/2) * 12 * $750 = $13,500
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

51. Scale: a case study comparison
Understand
Big
SendGrid:
• people: 1 to 14 team members in 3 yrs
• events: 30/month
• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
• t-shirts: $7 * 10k = $70k
• events: 30 * 12 * $500 = $180k
• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
Keen:
• people: 2 to 4 team members in 1 yr
• events: 3/month
• swag: 2k t-shirts
• salaries: $100k*4 = $400k
• t-shirts: $8 * 2k = $16k
• events: 3 * 12 * $500 = $18k
• travel: (3/2) * 12 * $750 = $13,500
$447, 500
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.

52. Money: $1,645,000 > $447, 500 (3.7x)
People: 14 > 4 (3.5x)

53. Money: $1,645,000 > $447, 500 (3.7x)
People: 14 > 4 (3.5x)

54. Money: $1,645,000 > $447, 500 (3.7x)
People: 14 > 4 (3.5x)
What’s your situation?

55. Strategy & Tactics
Develop & Categorize
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

56. Strategy & Tactics
Develop & Categorize
Offline
costs =
travel
+
time/effort
+
sponsorships
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

57. Strategy & Tactics
Develop & Categorize
Offline
costs =
travel
+
time/effort
+
sponsorships
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

58. Strategy & Tactics
Develop & Categorize
Offline
costs =
travel
+
time/effort
+
sponsorships
Online
costs =
tools
+
time/effort
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

59. Strategy & Tactics
Develop & Categorize
Offline
costs =
travel
+
time/effort
+
sponsorships
Online
costs =
tools
+
time/effort
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

60. Strategy & Tactics
Develop & Categorize
Offline
costs =
travel
+
time/effort
+
sponsorships
Online
costs =
tools
+
time/effort
Delta
travel
+
sponsorships
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

61. Strategy & Tactics
Develop & Categorize
Offline
costs =
travel
+
time/effort
+
sponsorships
Online
costs =
tools
+
time/effort
>
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs

62. online offline
$$$

63. online offline
$$$

64. Offline: on a budget
Sponsorships
• establish ground rules, stay strong
• negotiate
• demonstrate & communicate the
non-$ value
• eg, people: mentorship, influence,
expertise
• be selective & brand conscious
• eg, inclusive events, specific
strategical geo-markets and/or
verticals/industries
• DIY
• eg, assets: venue, hustle

65. Offline: on a budget
Sponsorships
• establish ground rules, stay strong
• negotiate
• demonstrate & communicate the
non-$ value
• eg, people: mentorship, influence,
expertise
• be selective & brand conscious
• eg, inclusive events, specific
strategical geo-markets and/or
verticals/industries
• DIY
• eg, assets: venue, hustle

66. Offline: on a budget
Travel*
• book flights early
• travel hacks - eg, stop-overs!
• Air BnB & friends instead of hotels
• public transit instead of Uber
*Choose wisely! Don’t sacrifice your
physical/mental health
Sponsorships
• establish ground rules, stay strong
• negotiate
• demonstrate & communicate the
non-$ value
• eg, people: mentorship, influence,
expertise
• be selective & brand conscious
• eg, inclusive events, specific
strategical geo-markets and/or
verticals/industries
• DIY
• eg, assets: venue, hustle

67. Online: on a budget
Pair programming
Live Chat
Discussion Forums
Written Content
Community-driven events
Webinars
AMA/Q&A
Virtual Conferences
Customer engagement surveys
Meetups
So, how do we create offline experiences without the cost of it?
It’s all about human-to-human interactions
Activities
- webinars, pair programming, interviews/group discussions/AMA/Q&A, virtual conferences, live chat, forums, guest blog posts, community-driven
events (eg, hdh), customer engagement/surveys, meet ups - yours and others’, recorded demos
Helpful tools
- Go-to-Webinar, Screen Hero, Blab.im, Hangouts on air, Slack (free), Discourse (open source), Medium.com (collections), Github Repo, Evenbrite,
Intercom/Typeform, office/event space (yours or others), Quicktime

68. Example: Keen IO
writes guest blog post
highlighting
Keen project

69. Example: Keen IO
writes guest blog post
highlighting
Keen project

70. Example: Keen IO
discovers Keen IO,
via WOM
writes guest blog post
highlighting
Keen project
•

71. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
writes guest blog post
highlighting
Keen project
• •

72. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
writes guest blog post
highlighting
Keen project
• • •

73. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
writes guest blog post
highlighting
Keen project
• •• •

74. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
writes guest blog post
highlighting
Keen project
• ••• •

75. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
writes guest blog post
highlighting
Keen project
•
•
••• •

76. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
writes guest blog post
highlighting
Keen project
•
•
•
••• •

77. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
•
•
•
•
••• •

78. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
•
•
•
•
•
••• •
writes guest blog post
highlighting
Keen project

79. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
•
•
•
•
•
•
••• •
writes guest blog post
highlighting
Keen project

80. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
•
•
•
•
•
•
•
••• •
writes guest blog post
highlighting
Keen project

81. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
•
writes guest blog post
highlighting
Keen project

82. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
voluntarily organizes
Happy Data Hour
in home town
•
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
•
writes guest blog post
highlighting
Keen project

83. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
voluntarily organizes
Happy Data Hour
in home town
makes 1st
(not last)
OSS contribution
•
•
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
•
writes guest blog post
highlighting
Keen project

84. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
voluntarily organizes
Happy Data Hour
in home town
delivers talk on
data analytics,
features Keen
case study
makes 1st
(not last)
OSS contribution
•
•
•
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
•
writes guest blog post
highlighting
Keen project

85. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
voluntarily organizes
Happy Data Hour
in home town
delivers talk on
data analytics,
features Keen
case study
makes 1st
(not last)
OSS contribution
visits Keen HQ
during visit to SF •
•
•
•
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
•
writes guest blog post
highlighting
Keen project

86. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
voluntarily organizes
Happy Data Hour
in home town
delivers talk on
data analytics,
features Keen
case study
makes 1st
(not last)
OSS contribution
visits Keen HQ
during visit to SF •
•
•
•
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
joins Keen IO
team, works
remotely…?•
•
writes guest blog post
highlighting
Keen project

87. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
asks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
voluntarily organizes
Happy Data Hour
in home town
delivers talk on
data analytics,
features Keen
case study
makes 1st
(not last)
OSS contribution
visits Keen HQ
during visit to SF •
•
•
•
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
joins Keen IO
team, works
remotely…?•
•
🚀
writes guest blog post
highlighting
Keen project

88. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
voluntarily organizes
Happy Data Hour
in home town
delivers talk on
data analytics,
features Keen
case study
makes 1st
(not last)
OSS contribution
visits Keen HQ
during visit to SF •
•
•
•
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
joins Keen IO
team, works
remotely…?•
•
$?
🚀
writes guest blog post
highlighting
Keen project

89. Example: Keen IO
discovers Keen IO,
via WOM
visits
keen.io,
learns
more
creates
Keen IO
account
discovers
keen.chat,
joins Slack Team
asks Q in Slack chat,
gets A…from fellow
community member
hanging in Slack,
answers Q’s for
others,
meets Keen folk,
learns about
webcast
views webcast,
builds project
on Keen
writes guest blog post
highlighting
Keen project
receives Keen
swag/care package,
tweets about it
gets coffee with
Keen team member,
roaming office hours
voluntarily organizes
Happy Data Hour
in home town
delivers talk on
data analytics,
features Keen
case study
makes 1st
(not last)
OSS contribution
visits Keen HQ
during visit to SF •
•
•
•
•
•
•
•
•
•
•
•
•••
recommends Keen
to team at work,
intro to Keen sales
joins Keen IO
team, works
remotely…?•
•
$?
🚀
writes guest blog post
highlighting
Keen projectasks Q
on Twitter,
gets answer
follows
@Keen_IO,
RT ❤

90. Example: Cloud Cannon
JekyllConf 2015
videos: ~5.2K views
This presentation in and of itself is an example of evangelizing on a budget
- eg: I want to give this talk at a larger conference - to an arguably more relevant (read: fruitful) audience. But I only have so much time between
now and then. So, when asked to do this talk, I decided (thanks to the suggestion of my frugal/efficient teammate Justin) to use this meetup as a
practice run. That doesn’t take anything away from this talk, and it adds value to it if I get to speak at the conference. so, I’m using my resources (in this
case time) wisely here.
#meta

91. Other Benefits

92. Other Benefits
referrals/testimonials

93. Other Benefits
referrals/testimonials
signups/activation

94. Other Benefits
referrals/testimonials
signups/activation
followership/audience

95. Other Benefits
referrals/testimonials
signups/activation
followership/audience
opportunity creation (serendipity)

96. Other Benefits
referrals/testimonials
signups/activation
followership/audience
opportunity creation (serendipity)
product use case (examples)

97. Other Benefits
referrals/testimonials
signups/activation
followership/audience
opportunity creation (serendipity)
product use case (examples)
$’s saved: customer support

98. Other Benefits
referrals/testimonials
signups/activation
followership/audience
opportunity creation (serendipity)
product use case (examples)
$’s saved: customer support
time saved: content creation

99. Other Benefits
referrals/testimonials
signups/activation
followership/audience
opportunity creation (serendipity)
product use case (examples)
$’s saved: customer support
time saved: content creation
network-effect: ↑awareness

100. Other Benefits
referrals/testimonials
signups/activation
followership/audience
opportunity creation (serendipity)
product use case (examples)
$’s saved: customer support
time saved: content creation
network-effect: ↑awareness
software development

101. Other Benefits
referrals/testimonials
signups/activation
followership/audience
opportunity creation (serendipity)
product use case (examples)
$’s saved: customer support
time saved: content creation
network-effect: ↑awareness
software development
future talent (recruiting pipeline)

103. Claim

104. Claim
Evangelism works … with any size budget.

105. Claim
Evangelism works … with any size budget.
Action

106. Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.

107. Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Benefit

108. Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Benefit
Effective strategy that allows time to mature and
opportunity to explore different realities