My slides from the DevRel Israel Meetup on March 10th.

1. Some ideas on measuring
DevRel’s Impact
@IanMmmm
Ian Massingham, Director, AWS Evangelism

2. ABOUT ME: IAN MASSINGHAM
Director, AWS Evangelism at AWS
Before this, had a long history in technology ops
Likes to take calculated risks ⛷"#
Delivered 137 talks** during 2017
@IanMmmm

3. WHY DEVELOPER RELATIONS?
For organizations?
• They regard developers as an important constituency
For us?
• Probably we all have our own answer to this question J

4. WHY METRICS MATTER IN DEVREL?
If you can’t measure it,
you can’t improve it.
Peter Drucker
Management Guru
Lord Kelvin
William Thomson

5. FYI - #DEVREL #METRICS ON TWITTER

6. WHAT’S YOUR CRITICAL DEVREL METRIC?

7. HEAR MY BOSS’S IDEAS!
https://devrel.net/strategy-and-metrics/which-metrics-matter

8. WHAT ARE THE COMMON
CHARACTERISTICS?
IN COMMUNITY AND BUSINESS
A Fundamental Question

9. MOZILLA COMMUNITY
© https://wiki.mozilla.org

10. SPRING COMMUNITY
© https://www.slideshare.net/AdamFitzGerald/what-metrics-matter-in-developer-relations

11. APIS BUSINESS
© https://www.slideshare.net/jmusser/kpis-fo

12. APIS BUSINESS
© https://www.slideshare.net/jmusser/kpis-fo

13. 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

14. 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)

15. “I want to
innovation like
AWS”
Earth's most customer-centric company

16. THREE STEPS TO MONEY
Generating Volume
Conversion to Paid
Nurture Community

17. THREE STEPS TO MONEY
Generating Volume
Conversion to Paid
Nurture Community

18. 1. SCALE YOUR AUDIENCESGenerating Volume
20K views 180K views
over 4 years over 4 years
Select great topics and watch metrics
© https://linpack-for-tableau.com/news/linpack-for-tableau-demo/
+
Always with Fun DEMOs!

19. 2. CALCULATE YOUR IMPACTGenerating Volume
CalculatedImpactScore
= OfflineEventAttendees
+ 0.3*WebinarAttendees
+ 0.1*HackathonAttendees
+ 2*UserGroupAttendees
+ 5*HandsonLabsAttendees
+ 30*MediaBriefing

20. 2. CALCULATE YOUR IMPACTGenerating Volume

21. 3. BROADEN YOUR CHANNELSGenerating Volume
Twitter 70K Facebook 10K Feedly 8K Youtube 1.5K
You can choose the optimal channel by your content and region.

22. TIP. ENGAGE CHANNELS EARLYGenerating Volume
twitch.tv/aws
Instagram
@awsdeveloper
TikTok

23. THREE STEPS TO MONEY
Generating Volume
Nurture Community
Conversion to Paid

24. 1. EXPAND DEVELOPER CHANNELS
Nurture Community
# of Unanswered Questions / Answered in Weekly or Monthly

25. 2. MEET DEVELOPERS WHERE THEY ARE
Nurture Community
Facebook Groups > 15K Slack Channels > 5K Meetups > 6.5K

26. Nurture Community
Over 630,000 Users
Over 1,000 Meetups
2. MEET DEVELOPERS WHERE THEY ARE

27. Nurture Community
12K Active Users- Facebook Group Insights Meetup Growth Rate
2. MEET DEVELOPERS AGAIN & AGAIN

28. 3. FIND & NURTURE LEADERSNurture Community
https://www.youtube.com/watch?v=hVD25-lBL-E

29. 3. FIND LEADERS AGAIN & AGAINNurture Community

30. THREE STEPS TO MONEY
Generating Volume
Conversion to Paid
Nurture Community

31. 1. SUPPORT PROGRAMS & GENERATE LEADS
Conversion to Paid
Capture details from your audiences to create new leads for Sales/Marketing

32. Conversion to Paid
2. IN-ACCOUNT SESSIONS
Collaborate with your Sales/Marketing colleagues (when your customer invites you)

33. Conversion to Paid
CIO Intrax
CIO USCIS
Author
The Art of Business
Value
Mark Schwartz
AWS Enterprise Evangelist
Share Insights
to Executives
3. IMPACT C-LEVELS

34. SIMPLE MATH
Generating Volume
Nurture
Community
Conversion
to Paid
CalculatedImpactScore
= OfflineEventAttendees
+ 0.3*WebinarAttendees
+ 0.1*HackathonAttendees
+ 2*UserGroupAttendees
+ 5*HandsonLabsAttendees
+ 30*MediaBriefing
x1
x0.7
x0.5
x0.5
x0.7
x1

35. Don’t’ be afraid to tweak the settings

36. SUMMARY
Generating Volume
Nurture
Community
Conversion
to Paid
• Scale your audience
• Calculate your Impact
• Build your personal Brand
• Gather your Fans
• Sustainable Community
• Find Leaders, build followership
• Co-work with Marketing & Sales
• Deliver insights to C-Levels

37. IF YOU CAN’T MEASURE IT,
YOU CAN’T IMPROVE IT.

38. I WANT YOUR FEEDBACK & QUESTIONS!

39. THANKS!