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What’s the ROI? PHIL @LEGGETTER Head of Developer Relations
What’s the ROI? PHIL @LEGGETTER Head of Developer Relations
Credit to Joe Nash (@jna_sh) for the inspiration
Developer Relations is like The Force http://starwars.wikia.com/wiki/The_Force
Somebody will question the ROI …sorcerer’s ways…
And it makes you want to…
…
Ya know…
But you don’t want to join the dark side
http://www.comicvine.com/forums/battles-7/jedi-council-vs-the-inheriters-1670973/ We are part of the Jedi order
http://starwars.wikia.com/wiki/Battle_of_Yavin So we use stats to track the ROI of what we do
Developer Relations @ Pusher
What we used to do • Blog posts/Demos • Tutorials • “Thought Leadership” • Events • Hackathons • Give talks • Rock the spo...
AARRR! Metrics, Dave McClure 500hats.typepad.com/ 500blogs/2007/09/startup-metrics.html
AARRR 1. Acquisition = Signups 2. Activation = 5 Connections & 100 Messages
Activation If we can achieve activation, 48.69% of those accounts will result in $$.
What we focus on now: Acquisition & Activation • Blog posts/Demos • Tutorials • “Thought Leadership” • Events • Hackathons...
What can we track? Digital Events blog website referralssocial
Digital Tracking ROI 53% of our signups can be attributed to digital content
Tracking Events • No direct tracking • We could use coupons at signup - do they really work? • We could get business cards...
Qualitative Analysis of Events • Cost • Target developers • Number of attendees • Talks quality • Attendee engagement • Pe...
Correlation • Matching Developer Relations activity… • Publishing content using technology X • Being at an event focusing ...
With Developer Relations Without
Glaring Omission…
We build RELATIONSHIPS photo credit: Kalexanderson via photopin cc
You can measure the ROI of Developer Relations
But sometimes you just need to believe… and use the Force use the force… let go… trust me …
PHIL @LEGGETTER Head of Developer Relations phil@pusher.com
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What's the ROI of Developer Relations?

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A question that's often asked of evangelists and advocates is "What's the ROI" of the activities they perform. In this talk from Dev Rel Con London 2015 I cover how I feel about developer relations, how Pusher has approached dev rel activity over the past 4 years, what we can learn from that, what our focus is now and why you sometimes simply have to believe.

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What's the ROI of Developer Relations?

  1. 1. What’s the ROI? PHIL @LEGGETTER Head of Developer Relations
  2. 2. What’s the ROI? PHIL @LEGGETTER Head of Developer Relations
  3. 3. Credit to Joe Nash (@jna_sh) for the inspiration
  4. 4. Developer Relations is like The Force http://starwars.wikia.com/wiki/The_Force
  5. 5. Somebody will question the ROI …sorcerer’s ways…
  6. 6. And it makes you want to…
  7. 7. …
  8. 8. Ya know…
  9. 9. But you don’t want to join the dark side
  10. 10. http://www.comicvine.com/forums/battles-7/jedi-council-vs-the-inheriters-1670973/ We are part of the Jedi order
  11. 11. http://starwars.wikia.com/wiki/Battle_of_Yavin So we use stats to track the ROI of what we do
  12. 12. Developer Relations @ Pusher
  13. 13. What we used to do • Blog posts/Demos • Tutorials • “Thought Leadership” • Events • Hackathons • Give talks • Rock the sponsorship booth • Sales • Pre-sales technical calls • Community/Customer Service • Support • Provide input into 3rd party libraries • Product • Gather feedback • Maintain libraries • Write & update docs
  14. 14. AARRR! Metrics, Dave McClure 500hats.typepad.com/ 500blogs/2007/09/startup-metrics.html
  15. 15. AARRR 1. Acquisition = Signups 2. Activation = 5 Connections & 100 Messages
  16. 16. Activation If we can achieve activation, 48.69% of those accounts will result in $$.
  17. 17. What we focus on now: Acquisition & Activation • Blog posts/Demos • Tutorials • “Thought Leadership” • Events • Hackathons • Talks • Rock the sponsorship booth
  18. 18. What can we track? Digital Events blog website referralssocial
  19. 19. Digital Tracking ROI 53% of our signups can be attributed to digital content
  20. 20. Tracking Events • No direct tracking • We could use coupons at signup - do they really work? • We could get business cards and then check if they’ve signed up • We could go digital • Event website/social referrals (we do this) • Related blogs • Webinars & Live Coding
  21. 21. Qualitative Analysis of Events • Cost • Target developers • Number of attendees • Talks quality • Attendee engagement • People in your talk • How many had heard of Pusher before
  22. 22. Correlation • Matching Developer Relations activity… • Publishing content using technology X • Being at an event focusing on technology X • With stats… • Sign-ups using technology X • API usage from technology X
  23. 23. With Developer Relations Without
  24. 24. Glaring Omission…
  25. 25. We build RELATIONSHIPS photo credit: Kalexanderson via photopin cc
  26. 26. You can measure the ROI of Developer Relations
  27. 27. But sometimes you just need to believe… and use the Force use the force… let go… trust me …
  28. 28. PHIL @LEGGETTER Head of Developer Relations phil@pusher.com

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