Let’s Wing It: A Study in DevRel Strategy

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Developer relations strategy is often an afterthought. This session’s speaker asks whether that’s OK and gets the opinion of DevRel leaders from companies large and small.

Technology

Baruch (@jbaruch)
DevRel Practitioner @jfrog

What the
hell is
DevRel
strategy?!
@jbaruch

Viktor Gamov
Undercover DevRel at Confluent
@gamussa
@jbaruch

DevRel includes technology evangelism, community advocates
management, training and documentation
DevRel is working with existing devs, evangelism is getting the word out
@jbaruch

Who thinks
they know
what DevRel
Strategy is?
@jbaruch

Technology awareness
Technology education
Technology recruitment
@jbaruch

Technology awareness
Technology education
Technology recruitment
Technology Feedback
@jbaruch

-Spread the word out
-Generate leads for marketing
-Pure technological public
relations
@jbaruch

-Make developers love your tech
@jbaruch

@jbaruch
Technology
I know
really well
Technology
I love

-Make developers love your tech
-Breed community advocates
-Ease the load on support
@jbaruch

-Report to Sales
-Report to Marketing
-Report to Product
@jbaruch

@jbaruch
Technology awareness
Technology education
Technology recruitment
Technology Feedback

Marketing
DevRel
Product
DevRel
@jbaruch

Online Face2Face
§ Broader reach
@jbaruch

Online Face2Face
§ Broader reach
§ Measureable
@jbaruch

Online Face2Face
§ Broader reach
§ Measureable
§ No travel
@jbaruch

Online Face2Face
§ Broader reach
§ Measureable
§ No travel
§ Cheaper
@jbaruch

Online Face2Face
§ Broader reach
§ Measureable
§ No travel
§ Cheaper
§ Better engagement
@jbaruch

Online Face2Face
§ Broader reach
§ Measureable
§ No travel
§ Cheaper
§ Better engagement
§ Building relationships
@jbaruch

Online Face2Face
§ Broader reach
§ Measureable
§ No travel
§ Cheaper
§ Better engagement
§ Building relationships
§ Better feedback
§ Also…
@jbaruch

3:1
2:1
You don’t get to choose
@jbaruch

@jbaruch
-Justify the existence
-Improve

Online Face2Face
§ Broader reach
§ Measureable
§ No travel
§ Cheaper
§ Better engagement
§ Building relationships
§ Better feedback
§ Glorified business
tavel
@jbaruch

I wish I knew the answer, I kinda need that
It’s a lot of grey there
I’ve never found a good way to wrap good metrics around conference talks
That’s more of a realm of a philosopher than a statistician
@jbaruch

I’d count the attendees, but I know it’s not enough
Attendance count is only a part of it
Attendance is not a perfect metric
@jbaruch

-Buzzwordiness of the title
-Is Venkat Subramanian speaking
in the other room
@jbaruch

Conference ratings
How many people took out their phones and took pictures of the slides
Whether your slides being tweeted
@jbaruch

Measuring [face 2 face activities] needs to be done through social media
tracking of a specific key message you’re trying to land.
@jbaruch

-Maybe the internet was down
-Maybe It was the eod and phones
went dry
-Maybe you only have animated
kittens on your slides
-Maybe people forgot your handle
@jbaruch

F2F KPIs are hard and unreliable
Solid numbers that are easy to fall
in love with are irrelevant
The only way to conduct DevRel is
by having trust and vision
Don't waste your time and money to
measure non-measurable (like influence)
@jbaruch
Build trust by helping
other departments

Number of listeners
Number of profanities uttered
(James counts 2x)
Number of times Baruch and Viktor
have side conversations Russian
Number of things Ted says that could get
him written up by HR
@jbaruch
Number of minutes Tim is
speaking
Number of British English words Simon
uses that nobody else understands

I am just going to talk about shit I care
about, you can’t make me stop!
@jbaruch

Good luck being accepted with
a product pitch
Build a technological expertise
reputation
”If those guys are so good with
{non-product technical topic you
speak about}, their products
probably rock as well, I need to
check them out."
@jbaruch

-Decent into Darkness: Understanding
Your System's Binary Interface is the
Only Way Out
-Garbage Collection and the Ruby Heap
-Infrastructure as Code Might Literally
Be Impossible
-Infrastructure as Code Might Be
Literally Impossible Pt. 2

Or not.The answer is in the talk!
@jbaruch

Can’t find a better crowd to mention
this!
@jbaruch

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