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Developer Marketing: Building Experiences

"In this discussion, we will cover the basics of experiential marketing campaigns, discuss metrics and ROI, and provide examples. We'll touch on social media campaigns, hackathons and developer events, and both digital and in-person experiences."

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Developer Marketing: Building Experiences

  1. 1. GE Digital Building Sticky Relationships with Developer Experiences Lothar Schubert, Head of Developer Relations, GE Digital @Lothar_Schubert
  2. 2. April 9, 2018Presentation Title2 why developer marketing
  3. 3. GE Digital Relationships: It’s complicated. 6.8 stakeholders involved in B2B purchase Source: Harvard Business Review B2B buyers are more than ever: • Informed • Confused • Relying on tech expertise
  4. 4. GE Digital 56% of cloud developers are primary decision makers - Evans Data B2B Product Developer Deal Influence Pay-as-you-go APIs________________________ Developer Tools_____________________________ Platforms / PaaS______________________________ Applications / SaaS______________________________ SaaS leads to PaaS Developers aid (or block) software adoption
  5. 5. GE Digital How to measure commercial impact Notice Discover Consider Convert Adopt Retain Expand Influence Post-sale Attribution Models • User-based • Account-based Technical Marketing • Bottom-up • Top-down
  6. 6. GE Digital It does not end with the deal though… What Decision Makers Think is Being Used What Developers Want to Use What is Actually Being Used Source: Redmonk Free ebook: https://www.ge.com/digital/blog/why-digital-transformation-developer-s-game
  7. 7. GE Digital Developers: even more valuable post-sale Expose Discover Consider Convert Adopt Retain Expand Influence Pre-sale Post-sale
  8. 8. GE Digital Developers integrate, innovate, increase use Integrate with systems Innovate with APIs Increase user access
  9. 9. GE Digital https://www.geaviation.com/digital/flightpulse
  10. 10. GE Digital There are more developers than ever VPL MIx 4GL Java Python Node.JS R PyTorch CUDA Full Stack Data Science Low Code
  11. 11. Confidential. Not to be copied, distributed, or reproduced without prior approval. Let’s blast ‘em all! Presentation Title
  12. 12. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 12 what is developer marketing
  13. 13. GE Digital “I'm one of those developers who thinks that marketing in general is 'scummy’ …. I love building things that people enjoy using but I hate sales and marketing.” Hacker News, 2014
  14. 14. GE Digital What’s not to like about marketing Scummy Hyperbolic Impractical Noise 1000+ clickable links per day source: adweek
  15. 15. GE Digital If only we could change the experience… Scummy  Hyperbolic  Impractical  Authentic Applicable Actionable
  16. 16. GE Digital No wonder developers love open source Authentic Applicable Actionable Open Source Software
  17. 17. GE Digital Not just open source Authentic Applicable Actionable
  18. 18. GE Digital Not just open source Authentic Applicable Actionable
  19. 19. GE Digital https://www.youtube.com/watch?v=_JPAa3lftso
  20. 20. GE Digital
  21. 21. GE Digital Most organization spend their time marketing to the crowd. Smart organizations assemble the tribe. Seth Godin, ”Tribes: We Need You to Lead Us”
  22. 22. April 9, 2018Presentation Title22 how developer marketing
  23. 23. GE Digital Engagement marketing in 4 steps Source: Experiential Marketing, Smith & Hanover, Wiley Connection Control Content Conversion
  24. 24. GE Digital Connection Control Content Conversion ➢ Inspirational ➢ Educational ➢ Emotional
  25. 25. Confidential. Not to be copied, distributed, or reproduced without prior approval. https://www.ge.com/digitalvolcano/ Connection: Inspirational
  26. 26. Confidential. Not to be copied, distributed, or reproduced without prior approval. https://www.ge.com/digitalvolcano/ Connection: Inspirational
  27. 27. Confidential. Not to be copied, distributed, or reproduced without prior approval. https://www.ge.com/digitalvolcano/ Connection: Inspirational
  28. 28. Confidential. Not to be copied, distributed, or reproduced without prior approval. https://www.ge.com/digitalvolcano/ https://www.ge.com/digitalvolcano/ Connection: Inspirational
  29. 29. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 29 Connection: Educational
  30. 30. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 30 Connection: Educational
  31. 31. GE Digital Connection: Emotional Source: Predix initial launch event series 2015
  32. 32. GE Digital Connection Control Content Conversion ➢ Journey sequencing ➢ Gamification ➢ Crowdsourcing
  33. 33. Confidential. Not to be copied, distributed, or reproduced without prior approval. Control: Journey Sequencing
  34. 34. GE Digital Control: Journey Sequencing
  35. 35. Confidential. Not to be copied, distributed, or reproduced without prior approval. Control: Journey Sequencing
  36. 36. GE Digital Control: Gamification
  37. 37. Control: Gamification
  38. 38. GE Digital Connection Control Content Conversion ➢ Social media, blogs ➢ Videos, podcasts ➢ Sample apps
  39. 39. GE Digital Content: Social media
  40. 40. GE Digital Content: Videos, podcasts http://www.pivotpodcast.com/
  41. 41. Confidential. Not to be copied, distributed, or reproduced without prior approval. 1-Column (No Rule) Layout https://mmsf17.devpost.com/submissions Content: Sample apps
  42. 42. Confidential. Not to be copied, distributed, or reproduced without prior approval. 1-Column (No Rule) Layout April 9, 2018 42 Deep learning for Automated Rail Inspection Content: Sample apps
  43. 43. GE Digital Connection Control Content Conversion ➢ Information ➢ Social ➢ Trial
  44. 44. GE Digital Conversion: Information http://ge.com/digital/iiot-for-developers-ebook
  45. 45. GE Digital Conversion: Social
  46. 46. GE Digital Conversion: Trial
  47. 47. Confidential. Not to be copied, distributed, or reproduced without prior approval. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Predix Developers 2 year growth 40,000+
  48. 48. GE Digital … one more thing Source: Experiential Marketing, Smith & Hanover, Wiley Connection Control Content Currency Community ➢ Online ➢ In-person ➢ Advocacy
  49. 49. GE Digital Community: Online (owned platform)
  50. 50. Community: Online (owned platform)
  51. 51. Community: Online (earned platform)
  52. 52. Community: Online (paid platform)
  53. 53. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018The Developer's Point of View 53 Predix Builders Community: In-person
  54. 54. Community: Advocacy
  55. 55. GE Digital Summary 1. Developers are (increasingly) marketing audience 2. Authenticity, applicability, actionability 3. Experience drives new perspectives 4. Connection, control, content, conversion 5. Community !!!
  56. 56. GE Digital Building Sticky Relationships with Developer Experiences Lothar Schubert, Head of Developer Relations, GE Digital @Lothar_Schubert

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