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How to Measure
DevRel's Performances:
From Community to Business
@channyun
Channy Yun, AWS Technical Evangelist
About Me: Channy Yun
Main Jobs
Web Developer to CTO
In Startup for 7 years
Team Lead on Open APIs
In Web Portal for 10 years
Cloud Evangelist
In AWS for 3.5 years
Side Jobs
WWW Tech Community
In Undergraduate
Open Source - Mozilla
Founding Korea Community
Web 2.0/SOA/API Mashup
Joining AWS Korea Usergroup
Chaos Engineering
Founding Korea Community
Life’s Dilemma
My Main Job is Boring…
Your Side Job (Hobby) is Fun!
Fun
Boring
Time
Q: So, I want to know YOU!
http://etc.ch/YrNK
What Metrics Matter in DevRels?
If you can’t measure it,
you can’t improve it.
Peter Drucker
Management Guru
Lord Kelvin
William Thomson
FYI - #devrel #metrics on Twitter
What’s your critical DevRel metrics?
Hear My Boss’s Thought!
https://devrel.net/strategy-and-metrics/which-metrics-matter
What’s Common Characteristic?
From Community to Business
A Fundamental Question
Mozilla Community
© https://wiki.mozilla.org
Spring Community
© https://www.slideshare.net/AdamFitzGerald/what-metrics-matter-in-developer-relations
APIs Business
© https://www.slideshare.net/jmusser/kpis-for-apis
APIs Business
© https://www.slideshare.net/jmusser/kpis-for-apis
B2B Marketing Funnel
Website, Blog, Slideshare, Youtube…
Events, Webinars, Contact Us, Signup
Marketing Qualified Leads by Scoring
Sales QL by Callout and F2F Meeting
Opportunity Buying Plans from SQLs
Marketing/Evangelism/Awareness/Campaigns
Conversion to Paid Customers
MILLIONS OF ACTIVE CUSTOMERS
2012 2013 2015 TODAY2014 20162008 2009 2010 2011
AWS Active Customers as defined by non-Amazon
customers who use the cloud at least once a month
(i.e. on the last month)
“I want to
innovation like
AWS”
Earth's most customer-centric company
Three Steps to Money
Generating Volume
Nurture Community
Conversion to Paid
Three Steps to Money
Generating Volume
Nurture Community
Conversion to Paid
1. Scale your Audiences
Generating Volume
30K views 13K views
for 3 years for 2 months
Scaling Up to Your
First 10 Million Users
Amazon’s AI and
AWS ML Services
Select great topics and watch metrics
© https://linpack-for-tableau.com/news/linpack-for-tableau-demo/
+
Always with Fun DEMOs!
2. Calculate your Impacts
Generating Volume
CalculatedImpactScore
= OfflineEventAttendees
+ 0.3*WebinarAttendees
+ 0.1*HackathonAttendees
+ 2*UserGroupAttendees
+ 5*HandsonLabsAttendees
+ 30*MediaBriefing
2. Calculate your Impacts
Generating Volume
3. Broaden your channels
Generating Volume
Twitter 70K Facebook 10K Feedly 8K Youtube 1.5K
You can choose your optimized channel by your content.
Tip. Engage A Channel EarlyGenerating Volume
twitch.tv/aws
Instagram
@awsdeveloper
TikTok
Three Steps to Money
Generating Volume
Nurture Community
Conversion to Paid
1. Expand Developer’s Channels
Nurture Community
# of Unanswered Questions / Answered in Weekly or Monthly
2. Meet Developers
Nurture Community
Facebook Group 15K Slack Channel 3K Meetup 2K
2. Meet Developers
Nurture Community
Over 500,000 Users
About 1,000 Meetups
2. Meet Developers Again & Again
Nurture Community
12K Active Users- Facebook Group Insights 120 Meetups Stat
3. Finding Leaders
Nurture Community
https://www.youtube.com/watch?v=hVD25-lBL-E
3. Finding Leaders Again & Again
Nurture Community
Three Steps to Money
Generating Volume
Nurture Community
Conversion to Paid
1. Generate Leads
Conversion to Paid
. /-
Input your audiences to new leads for Sales/Marketing
Conversion to Paid
2. In-Account Sessions
Collaborate with your Sales/Marketing guys (If your customer invites you)
3. Impact C-Levels
Conversion to Paid
CIO Intrax
CIO USCIS
Author
The Art of Business
Value
Mark Schwartz
AWS Enterprise Evangelist
Share Insights
to Executives
Simple Math
Generating Volume
Nurture
Community
Conversion
to Paid
CalculatedImpactScore
= OfflineEventAttendees
+ 0.3*WebinarAttendees
+ 0.1*HackathonAttendees
+ 2*UserGroupAttendees
+ 5*HandsonLabsAttendees
+ 30*MediaBriefing
Summary
Generating Volume
Nurture
Community
Conversion
to Paid
• Scale your audiences
• Calculate your Impacts
• Make Your Brands
• Gather your Fans
• Sustainable Community
• Finding Leaders
• Co-work with Marketing/Sales
• Insights to C-Levels
If you can’t measure it,
you can’t improve it.
We are Hiring!
bit.ly/aws-evangelist-jobs
Thanks!
/
-
. -

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