View
1.757
Download
1
Embed Size (px)
DESCRIPTION
My keynote slides from Evans Data Developer Relations Conference 2010 about how to go about Developer Evangelism.
Citation preview
Unicorns, Metrics and Hot SauceTom Hughes-Croucher
2010 Developer Relations Conference
2
Yahoo! Developer Network
• 2 years
• Technical Evangelist
Speaking
• May/June 3 continents 4
countries
• Spoke at least 3 times/month
in 2009
Who
Meeting developers on their home turf
3
4
• Short YDN Update
• Unicorns
• Metrics
• Hot Sauces
• Key Take Aways
Overview
5
A Very tiny YDN Update
6
Yahoo Developer Network (YDN)
• Open Source
• Developer Tools
• Data Services
Yahoo! Open Strategy (YOS)
Open Strategy :: Applied
7
• YUI
• Hadoop
• Traffic Server
• Apache
• PHP
• Perl
• MySQL
YDN :: Open Source
8
• YSlow
• Pipes
• Blueprint Mobile Widgets
YDN :: Developer Tools
9
• YQL
• Address Book
• Flickr
YDN :: Data Services
10
YOS :: Technology Stack
11
• SQL-like syntax
• Allows you to query (SELECT), filter
(WHERE) and join (IN) data across
WebServices.
• Self Describing - SHOW, DESC table
• Public / Private Data
• Bindings for many YDN APIs
• Can query external structured data (USE)
• http://developer.yahoo.com/yql
Yahoo! Query Language (YQL) - SELECT * FROM internet
12
Unicorns
13
14
Developer Mindset
• Developers have their own sub-culture• This doesn’t mean you have associate
your brand with it• Understanding “memes” allows you to
communicate better
15
Pitch what people are interested in
• Do I sell:– “An overview of Yahoo YQL Javascript” or – “Apps from Space!!!11!”
• Not all memes are funny– In 2009 anything related to HTML5 was hot– iPad v. Adobe makes HTML5 hotter– Cloud Computing, Mobile, etc
16
Most talked about slide in “Apps from Space!!!11!!!”
17
Task List for Unicorns
1. Is this a topic developer care about directly?
2. If not, can I align it with a topic developers
care about?
3. Have I communicated this in a way
developers can get excited about it?
18
Developers Are Smart
• They certainly think they are smarter than Joe Six-pack (and probably are)
• They might think they are smarter than you (if they aren’t don’t let it show)
• Developers pride themselves on their smarts
• That means they are trying to catch you out
19
Developers can smell a rat
• Ego-less is important• Sell your message authentically
– Do stuff yourself– Don’t pitch things “made by my colleague” if
you can’t talk about them• Don’t be afraid that you are selling• Don’t be confused about your gift of value
20
21
Metrics
22
Measurement Myths
• “You can’t measure Developer Evangelism it’s not a science”
• “You can’t measure the impact of marketing”
• “We don’t know how developers feel about us”
23
Choose the right proxies
• Developer sentiment• Social networks
• Developers talk to their friends• They talk in public
• Online stuff is fairly easy to measure• Page Views• SDK Downloads• API Usage
24
Social Networks
25
Which social networks?
• Thought leadership• Proggit (Reddit Programming)• Hacker News
• Broad sweep• Twitter• Digg• Facebook
26
Pitfalls
• Not all developers are created equal• Web developers more social• Application/Backend developers less
social• “Neutral” metrics are better
• Metrics you can affect leads to ‘chasing KPIs’
• Your only affect on social networks is your out-reach
27
Continuous Improvement
• Use metrics to• Identify your best engagement topics• Best external partners• Best times of day/week to post content• Best places to meet your audience• Effectiveness on bottom line of outreach
• E.g. 100 tweets = 3 API signups
28
Hot Sauce
29
Par it down
30
Par it down
31
Yahoo is HUGE
• You can sell the kitchen sink, or:• You can sell to needs• Even if you have the kitchen sink
• Once people buy your brand then you can quit selling and just supply
• Selling against needs is a clearer message which builds brand
32
Find your Hot Sauce
33
• YQL allows access to all of my APIs
• YQL integrates with my interface toolkit YUI
• YQL integrates with everyone else’s interface
toolkits
• jQuery, Dojo, Ruby on Rails, etc
• YQL has an amazing demo
• “If YQL is so great maybe YDN have other
great stuff”
• Use your hot sauce to start cross selling
• Use it to build your brand
YQL is my hot sauce
34
YQL is my hot sauce
Brand Build
Cross sell
35
Don’t sell everything sell what’s important
• Pick your top hand full of products• Create a name for those• Make sure they are critical to developers• Make it easy for developers to self-serve
other 2nd-tier products
36
Key Take Aways
37
• Developers have their own culture. Respect that.
• Measure everything. Keep only what works.
• Identify your best products and make your own hot sauce
Take Aways
Thank YouQuestions?