Make users happy and successful with your product/service
Get users to be awesome in the least possible time
Different companies can have different curves
Background knowledge and experience of users (don’t control)
Quality of documentation and teaching material (control)
The actual design of the product/API (control)
The size and helpfulness of your community
We often disagree with Product Managers and Engineers because PMs and Engineers think they are at a different place on the curve. PM and Engineers are familiar with the service/product and usually don’t experience “learning” about the service/product like outside developers
PMs on the curve
Engineers on the curve
Think about the audience (who you are targeting and how to get the pas the suck zone ASAP)
If we can’t get people out o the suck zone before they give up – we will never get them to experience power
Remember, when “talking” to others, to think about where they are on the curve
Use the curve when it helps, ignore it when it is doesn’t
At the end of March I attended the Evans Data Developer Relations Conference in San Mateo. Overall it was a great conference 🥑. I took notes and pictures and want to share them with you here. Just a heads up, these are my notes mostly in bulleted list format, of things that I think I heard and most are not complete sentences 🤷🏽♂️
Session: The Trifecta of Greater Good: Developer Advocacy in Practice via Code, Content, and Community.
Name: Willie Tejada
IBM Chief Developer Advocate Willie Tejada shared IBM’s approach to Developer Advocacy using the Code, Content and Community practice
Large collection of tutorial, blogs, how-to’s, videos
In-person events, community events and community support
Working with organizations such as Women Who Code
On marketing to developers
It’s not true that developers don’t want to be marketed to, they are simply very very educated “consumers”
Willie then gave an example of buying an expresso machine (such as Nespresso)
People will spend a disproportional amount of time learning about the machine and how it works. When they go to the store to buy it, if the sales person knows less than the buyer the buyer will be frustrated. We don’t like when we go to buy something and we know more about the product than the person selling it to us
Everyone can have Code/Content/Community strategy
For a very long time there were to main platform Java vs. .Net. Now it’s a single platform based on K8s
How do we engage a larger developer community, outside of enterprises
Online events is one of the best ways to scale your developer relations program. Online events such as webinars have been used for a long time to reach developers anywhere in the world. After a webinar, the video of the webinar can be shared and uploaded to YouTube (or any other web site). This allows developers to watch the recording who couldn’t attend it live and also by anyone else. Developers can watch it anywhere in the world, any time. And that’s exactly how a video allows you to scale.
This week I attended Evans Data Developer Relations Conference held in San Mateo. It was a great conference with great speakers. I took a lot of notes and will publish a separate blog post about the conference. For now, here are 10 pictures from the conference.
If you are in Developer Relations space then hosting and speaking at events is probably a big part of your job.
There are of many type of events that developers go to: meetups, workshops, conferences, online meetups/webinars, Lunch & Learn events, panels and others.
Metrics is the holy grail in Developer Relations. One type of a metric that many companies track is the number of active developers on their platform. Similar metrics can be number of apps created, number services created, etc.
One metric for us is a number of active developers on the IBM Cloud platform. As you can image, that’s a metric for the larger Developer Advocacy organization at IBM and also company-wide. So we got a lot of help.
What is an active developer? Every company can define it differently but usually it’s a developer who registered for a cloud account and created a service (there is also a time window when the developer has to be active).
If you have been doing Developer Advocacy for some time, it’s very likely you heard this question:
“So, how does your solution compare to <insert_competitor_solution>”
This is probably not a question of if (if someone will ask but) but a question of when. This question can be asked at a conference, meetup, workshop, an online forum or even just via email.
There is no right or wrong answer here – as usually in developer advocacy. I want to share some guidelines I shared with my team on how to respond to this question.
Unless you have a deep knowledge of the competitor’s solution and can offer a constructive comparison, don’t offer a comparison. With so many different frameworks, libraries, tools, clouds – it’s not easy to have a strong understanding of how competitor’s products work.
Never bash the competition. It doesn’t make you look good and most likely damages your credibility, reputation and your company’s. It also damages any goodwill you had with the community. It shows weakness.
One of the goals of many developer advocacy programs is to reach more new developers. One approach that I leveraged when I was at Appery.io and we leverage even more at IBM Developer is working with partners. In this blog post I want to share a few reasons why working partners has benefits.
We work with organizations such as Women Who Code, Hacker Dojo, The Den and others. These organizations have their own vibrant developer communities. We also work with developer companies such as Twilio, Slack, Cloudinary, Dashbot, JFrog and others. These companies have their own vibrant developer communities.
There are a number of factors why we like working with partners.
First, and probably the most important – working with partners and external communities allows us to provide developer education to developers who we probably wouldn’t reach otherwise. At the same time, the partner is able to tap in our growing developer community. This has a lot of value to both organizations. A one-off event is probably fine but we like to build a relationship with these organizations. We try to be consistent and host a monthly event. If one event a month is too often, you can try to do once every two month. Event frequency is really up to you.
A big part of many developer advocacy programs is content. Content can be in the form of tutorials, blog posts, videos and hands-on workshops and other forms. Coming up with content ideas is not always easy. In this blog post I’m going to share some ideas how to simplify content creation.
The IBM Developer SF team hosts weekly events. We host at least one in-person event and one online event (webinar/online meetup). For every in-person workshop we host an online event. It’s usually best to host the online event after the in-person event as people who couldn’t make the in-person event can watch the online version (but the other way is also fine). The in-person event is about two hours and the online event is usually 40 minutes. So yes, the content covered will be different but the basis will be the same. This is the first example where doing a hands-on workshop easily creates content for an online event. The in-person event doesn’t necessarily need to be a meetup/workshop type event. It can also be a conference talk, a panel or a Q&A. It can really be anything.
We we host our online events on Crowdcast, the event is automatically recorded and the recording is available a few minutes after the event is over. The video can be downloaded and uploaded to your YouTube channel. Right there you have another piece of content. You can also take the video and create a blog post with it. Embed the video in the blog post with a short description of what you covered. That’s another content idea.
Here is an example of how you can start:
This is nice considering this all from a single content piece.
Max: I joined IBM about a year and a half ago and work in the Developer Advocacy organization. I lead a wonderful team of Developer Advocates and we cover the North America West region. The majority of our time we spend in the San Francisco Bay Area. The team provides developer education and covers technologies such as Watson AI, Containers, Serverless, Blockchain, Node.js and Machine Learning.
We run weekly in-person and online developer education events in the San Francisco Bay Area. We love to partner with other companies and organizations such as Women Who Code, Hacker Dojo, and others to host joint events. This works extremely well for us. We also attend and speak at local conferences and publish content such as tutorial, how-to’s, and videos.
Matthew: What brought you to this point in your career?