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An Introduction to the AAARRRP Developer Relations Strategy Framework and How You Can Use It - DevRelCon London 2016

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Many companies are considering building a developer relations programme. But deciding how you go about building that programme can be difficult. What are the goals of the programme, how do they align with the company goals, what activities should the new Developer Relations team undertake, how do those activities help other departments within the company and how should the success of the team be measured?

In this talk I’ll introduce the AAARRRP Developer Relations Strategy Framework and talk through a practical example of how it’s been applied when building a DevRel strategy at Nexmo.

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An Introduction to the AAARRRP Developer Relations Strategy Framework and How You Can Use It - DevRelCon London 2016

  1. 1. AN INTRODUCTION TO THE AAARRRP DEVELOPER RELATIONS STRATEGY FRAMEWORK AND HOW YOU CAN USE IT PHIL LEGGETTER
  2. 2. PHIL LEGGETTER PART OF THE DEVREL TEAM LEGGETTER@NEXMO.COM @LEGGETTER
  3. 3. PSTN SIP SMS WebRTC Bot Nexmo API IP Messaging Social Connectors
  4. 4. https://twitter.com/leggetter/status/694922350207332356
  5. 5. WHAT WE’LL COVER ▸ What is the AAARRRP Developer Relations Framework? ▸ The basic steps to use AAARRRP ▸ How we’ve applied AAARRRP at Nexmo
  6. 6. BACKGROUND
  7. 7. http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
  8. 8. AARRR STARTUP METRICS ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage
  9. 9. WHAT IS AAARRRP?
  10. 10. ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage AAARRRP - GOALS FOR DEVREL STRATEGY TWO OMISSIONS
  11. 11. AWARENESS
  12. 12. PRODUCT
  13. 13. ▸ Awareness - know you exist and what you do ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage ▸ Product - develop, input and feedback on product AAARRRP - GOALS FOR DEVREL STRATEGY
  14. 14. USING AAARRRP
  15. 15. STEPS TO USE AAARRRP 1. Define your goals 2. Identify activities to meet your goals 3. Plan to execute
  16. 16. AAARRRP - STEP 1: DEFINE YOUR GOALS ▸ Awareness - know you exist and what you do ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage ▸ Product - develop, input and feedback on product
  17. 17. NEXMO DEVELOPER RELATIONS GOALS ▸ Awareness - know you exist and what you do ▸ Acquisition - signup ▸ Activation - using your product e.g. makes first API call ▸ Retention - continues to use product ▸ Referral - refers others to your product ▸ Revenue - pays for usage ▸ Product - develop, input and feedback on product
  18. 18. AAARRRP - STEP 2: DEFINE ACTIVITIES TO MEET YOUR GOALS A. What activities will achieve your goals? B. Can you find activities that meet more than one goal? C. Can you find complimentary activities?
  19. 19. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS? bit.ly/aaarrrp-template
  20. 20. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS? bit.ly/aaarrrp-template
  21. 21. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS? PRIORITY PRIORITY AAARRRP - STEP 2B: CAN YOU FIND ACTIVITIES THAT MEET MORE THAN ONE GOAL? bit.ly/aaarrrp-template
  22. 22. NEXMO DEVELOPER RELATIONS ACTIVITIES
  23. 23. NEXMO DEVELOPER RELATIONS ACTIVITIES
  24. 24. Complementary, aligning and community focused Create Content/ Activation Improve Experience / Product Increase Awareness Release new version & create announcement Update Python library Share Blog post (or tweet) Build Python demo with Verify Share Demo How to add 2FA to a Python App Share Blog post Booth @ PyCon Ruby Lib ➤ Content! ➤ RailsConf (sponsor) PHP Lib ➤ Content ➤ PHP[tek] (sponsor + talk) Python Lib ➤ Content ➤ PyCon (sponsor) .NET Lib ➤ Content ➤ NDC Oslo (talk) AAARRRP - STEP 2C: CAN YOU FIND COMPLIMENTARY ACTIVITIES?
  25. 25. AAARRRP - STEP 3: PLAN TO EXECUTE ▸ Be guided by your company and team values ▸ Team headcount, budget and other constraints ▸ Team well being ▸ Evangelism or Advocacy ▸ Team member responsibilities
  26. 26. EVANGELISM OR ADVOCACY?
  27. 27. TEAM MEMBER RESPONSIBILITIES PRODUCT DOCUMENTATION (PRODUCT/ACTIVATION) API TOOLS, SDKS & LIBRARIES (PRODUCT/ACTIVATION) COMMUNITY (AWARENESS) OUTREACH/MARKETING (AWARENESS/ACQUISITION) RESPONSIBILITIES
  28. 28. AAARRRP - SUMMARY 1. Define your goals - bit.ly/aaarrrp-template 2. Identify activities to meet your goals A. What activities will achieve your goals? B. Can you find activities that meet more than one goal? C. Can you find complimentary activities? 3. Plan to execute
  29. 29. PHIL LEGGETTER HEAD OF DEVREL LEGGETTER@NEXMO.COM @LEGGETTER

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