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Accelerate	
  Your	
  Developer	
  Relations	
  Program	
  Series	
  
By:	
  Wayne	
  Chen	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  Developers	
  are	
  your	
  
professional-­‐friends	
  
§  Set	
  a	
  goal	
  to	
  meet	
  x#	
  at	
  
each	
  event	
  
§  Note	
  at	
  least	
  2	
  things	
  
about	
  each	
  person.	
  Spend	
  
5	
  –	
  10	
  minutes	
  per	
  person	
  
§  Share	
  your	
  card	
  and	
  move	
  
on.	
  Be	
  sure	
  to	
  shoot	
  them	
  
a	
  note	
  within	
  	
  24	
  hours	
  
§  	
  Ask	
  if	
  it	
  is	
  okay	
  to	
  add	
  to	
  
your	
  distribution	
  list	
  
§  Drop	
  them	
  a	
  friendly	
  note	
  
and	
  thank	
  them	
  for	
  their	
  
time	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  What	
  makes	
  your	
  
product	
  faster	
  and	
  
better?	
  	
  
¡  How	
  easy	
  is	
  it	
  to	
  
integrate?	
  
¡  Signup	
  time	
  required	
  
§  Average	
  time?	
  
¡  What	
  is	
  the	
  basic	
  
technical	
  knowledge	
  
required?	
  
¡  Why	
  should	
  I	
  care?	
  
§  Communicate	
  in	
  10-­‐15	
  
seconds	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  Refine	
  your	
  pitch	
  and	
  get	
  
feedback!	
  
§  Does	
  it	
  sound	
  too	
  much	
  
like	
  “You”	
  focused?	
  	
  
¡  Story	
  time	
  
§  Tell	
  Them	
  
§  Tell	
  Them	
  What	
  You	
  Told	
  
Them	
  
§  Tell	
  Them	
  Again!	
  
¡  Go	
  for	
  the	
  win	
  –	
  ask	
  
them	
  to	
  signup	
  right	
  
now	
  
¡  Follow	
  up	
  on	
  experience	
  
and	
  collect	
  feedback	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  Create	
  different	
  pitches	
  
for	
  different	
  personas:	
  
§  Developers	
  
§  Marketers	
  
§  Product	
  Managers	
  
§  Executives	
  
§  The	
  Media	
  
¡  Provide	
  the	
  right	
  
collateral	
  and	
  call-­‐to-­‐
action	
  
	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  Go	
  after	
  friends	
  of	
  
friends	
  
¡  Ask	
  friends	
  or	
  the	
  
organize	
  to	
  introduce	
  
you	
  to	
  key	
  people	
  that	
  
might	
  find	
  your	
  service	
  
useful	
  
§  Companies	
  
§  Decision	
  makers	
  
§  developers	
  
¡  Be	
  sure	
  to	
  thank	
  your	
  
friend	
  or	
  point-­‐of-­‐
contact!	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  Spend	
  at	
  least	
  5%	
  of	
  
time	
  helping	
  others	
  
§  Build	
  relationships	
  
¡  Brainstorm	
  with	
  other	
  
evangelist	
  or	
  
community	
  managers	
  
§  Be	
  friend	
  and	
  ask	
  them	
  	
  
¡  Re-­‐invest	
  in	
  the	
  
community	
  
§  Sponsor	
  events	
  
§  Give	
  away	
  good	
  prizes	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  They	
  are	
  your	
  elites	
  
§  Likes	
  you	
  and	
  your	
  
services	
  
§  Will	
  defend	
  and	
  
advocate	
  for	
  your	
  
product	
  
§  Has	
  you	
  on	
  speed	
  dial	
  
¡  Share	
  news	
  with	
  them	
  
regularly	
  
¡  Make	
  them	
  your	
  beta	
  
product	
  testers	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  The	
  giveaway	
  should	
  be	
  
something	
  related	
  to	
  your	
  
industry	
  
§  Logo	
  on	
  pens	
  are	
  typical	
  (must	
  
work!)	
  
¡  Think	
  practical	
  and	
  useful	
  –	
  
don’t	
  waste	
  your	
  money	
  on	
  
unnecessary	
  items	
  like	
  gum!	
  
¡  Don’t	
  give	
  without	
  getting	
  
something	
  in	
  return	
  
§  Collect	
  contact	
  information	
  –easy	
  
and	
  fun	
  
§  Disclose	
  what	
  you	
  plan	
  to	
  do	
  
¡  Always	
  pair	
  it	
  with	
  a	
  call-­‐to-­‐
action	
  or	
  product	
  collateral	
  
§  Hand	
  it	
  to	
  them	
  together	
  not	
  leave	
  
it	
  out	
  for	
  them	
  to	
  pick	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  Be	
  at	
  the	
  event	
  early	
  
§  1	
  hour	
  to	
  network	
  
§  Personal	
  time	
  
¡  Ask	
  the	
  organizer	
  who	
  they	
  
think	
  you	
  should	
  talk	
  to	
  at	
  
the	
  event	
  
¡  Let	
  the	
  community	
  know	
  if	
  
you	
  are	
  going	
  to	
  be	
  there	
  
early	
  
¡  Stay	
  later	
  when	
  possible	
  
§  Let	
  the	
  audience	
  know	
  that	
  
you	
  will	
  be	
  around	
  until	
  a	
  
certain	
  time	
  	
  
§  Broadcast	
  alternative	
  methods	
  
to	
  connect	
  via	
  email	
  or	
  twitter	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡  Use	
  it	
  for	
  your	
  email	
  drip	
  
marketing	
  campaigns	
  
¡  Categorize	
  developers	
  
by	
  types:	
  
§  Java,	
  Android,	
  iOS	
  and	
  
JavasScript	
  
§  Years	
  of	
  experience	
  
§  Current	
  tech	
  interests	
  
¡  Identify	
  their	
  company	
  
type	
  
¡  Name,	
  role	
  	
  and	
  responsibility	
  
¡  Location	
  and	
  size	
  
¡  Division	
  and	
  influence	
  
¡  Set	
  email	
  update	
  frequency	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
Contact	
  information	
  
¡  Wayne	
  Chen	
  
¡  Wayne@PocketSquareMedia.co	
  
¡  www.PocketSquareMedia.co	
  
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!

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10 Developer Relations Marketing Tips – Part 1 By Wayne Chen

  • 1.   Accelerate  Your  Developer  Relations  Program  Series   By:  Wayne  Chen   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 2. ¡  Developers  are  your   professional-­‐friends   §  Set  a  goal  to  meet  x#  at   each  event   §  Note  at  least  2  things   about  each  person.  Spend   5  –  10  minutes  per  person   §  Share  your  card  and  move   on.  Be  sure  to  shoot  them   a  note  within    24  hours   §   Ask  if  it  is  okay  to  add  to   your  distribution  list   §  Drop  them  a  friendly  note   and  thank  them  for  their   time   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 3. ¡  What  makes  your   product  faster  and   better?     ¡  How  easy  is  it  to   integrate?   ¡  Signup  time  required   §  Average  time?   ¡  What  is  the  basic   technical  knowledge   required?   ¡  Why  should  I  care?   §  Communicate  in  10-­‐15   seconds   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 4. ¡  Refine  your  pitch  and  get   feedback!   §  Does  it  sound  too  much   like  “You”  focused?     ¡  Story  time   §  Tell  Them   §  Tell  Them  What  You  Told   Them   §  Tell  Them  Again!   ¡  Go  for  the  win  –  ask   them  to  signup  right   now   ¡  Follow  up  on  experience   and  collect  feedback   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 5. ¡  Create  different  pitches   for  different  personas:   §  Developers   §  Marketers   §  Product  Managers   §  Executives   §  The  Media   ¡  Provide  the  right   collateral  and  call-­‐to-­‐ action     © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 6. ¡  Go  after  friends  of   friends   ¡  Ask  friends  or  the   organize  to  introduce   you  to  key  people  that   might  find  your  service   useful   §  Companies   §  Decision  makers   §  developers   ¡  Be  sure  to  thank  your   friend  or  point-­‐of-­‐ contact!   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 7. ¡  Spend  at  least  5%  of   time  helping  others   §  Build  relationships   ¡  Brainstorm  with  other   evangelist  or   community  managers   §  Be  friend  and  ask  them     ¡  Re-­‐invest  in  the   community   §  Sponsor  events   §  Give  away  good  prizes   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 8. ¡  They  are  your  elites   §  Likes  you  and  your   services   §  Will  defend  and   advocate  for  your   product   §  Has  you  on  speed  dial   ¡  Share  news  with  them   regularly   ¡  Make  them  your  beta   product  testers   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 9. ¡  The  giveaway  should  be   something  related  to  your   industry   §  Logo  on  pens  are  typical  (must   work!)   ¡  Think  practical  and  useful  –   don’t  waste  your  money  on   unnecessary  items  like  gum!   ¡  Don’t  give  without  getting   something  in  return   §  Collect  contact  information  –easy   and  fun   §  Disclose  what  you  plan  to  do   ¡  Always  pair  it  with  a  call-­‐to-­‐ action  or  product  collateral   §  Hand  it  to  them  together  not  leave   it  out  for  them  to  pick   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 10. ¡  Be  at  the  event  early   §  1  hour  to  network   §  Personal  time   ¡  Ask  the  organizer  who  they   think  you  should  talk  to  at   the  event   ¡  Let  the  community  know  if   you  are  going  to  be  there   early   ¡  Stay  later  when  possible   §  Let  the  audience  know  that   you  will  be  around  until  a   certain  time     §  Broadcast  alternative  methods   to  connect  via  email  or  twitter   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 11. ¡  Use  it  for  your  email  drip   marketing  campaigns   ¡  Categorize  developers   by  types:   §  Java,  Android,  iOS  and   JavasScript   §  Years  of  experience   §  Current  tech  interests   ¡  Identify  their  company   type   ¡  Name,  role    and  responsibility   ¡  Location  and  size   ¡  Division  and  influence   ¡  Set  email  update  frequency   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
  • 12. Contact  information   ¡  Wayne  Chen   ¡  Wayne@PocketSquareMedia.co   ¡  www.PocketSquareMedia.co   © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!