Many companies are considering building a developer relations programme. But deciding how you go about building that programme can be difficult. What are the goals of the programme, how do they align with the company goals, what activities should the new Developer Relations team undertake, how do those activities help other departments within the company and how should the success of the team be measured? In this talk I'll introduce the AAARRRP Developer Relations Strategy Framework and talk through a practical example of how it's been applied when building a DevRel strategy at Nexmo.

1. AN INTRODUCTION TO THE AAARRRP
DEVELOPER RELATIONS STRATEGY
FRAMEWORK AND HOW YOU CAN USE IT
API STRAT BOSTON - SEPTEMBER 2016

2. PHIL LEGGETTER
HEAD OF DEVREL
LEGGETTER@NEXMO.COM
@LEGGETTER

4. TEXT

5. https://twitter.com/leggetter/status/685484634835148800

6. https://twitter.com/leggetter/status/694922350207332356

7. WHAT WE’LL COVER
▸ What is the AAARRRP Developer Relations Framework?
▸ The basic steps to use AAARRRP
▸ How we’ve applied AAARRRP at Nexmo

8. BACKGROUND

9. http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

10. AARRR STARTUP METRICS
▸ Acquisition - signup
▸ Activation - using your product e.g. makes first API call
▸ Retention - continues to use product
▸ Referral - refers others to your product
▸ Revenue - pays for usage

11. WHAT IS
AAARRRP?

12. AARRR STARTUP METRICS
▸ Acquisition - signup
▸ Activation - using your product e.g. makes first API call
▸ Retention - continues to use product
▸ Referral - refers others to your product
▸ Revenue - pays for usage
▸ Awareness - know you exist and what you do
▸ Product - develop, input and feedback on product
AAARRRP - GOALS FOR DEVREL STRATEGY

13. AAARRRP - STEP 1: DEFINE YOUR GOALS
▸ Awareness - know you exist and what you do
▸ Acquisition - signup
▸ Activation - using your product e.g. makes first API call
▸ Retention - continues to use product
▸ Referral - refers others to your product
▸ Revenue - pays for usage
▸ Product - develop, input and feedback on product

14. NEXMO DEVELOPER RELATIONS GOALS
▸ Awareness - know you exist and what you do
▸ Acquisition - signup
▸ Activation - using your product e.g. makes first API call
▸ Retention - continues to use product
▸ Referral - refers others to your product
▸ Revenue - pays for usage
▸ Product - develop, input and feedback on product

15. AAARRRP - STEP 2: DEFINE ACTIVITIES TO MEET YOUR GOALS
▸ a) What activities will achieve your goals?
▸ b) Can you find activities that meet more than one goal?
▸ c) Can you find complimentary activities?

16. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS?
▸ Lots of potential activities
https://www.leggetter.co.uk/2016/02/03/defining-developer-relations.html

17. AAARRRP - STEP 2A: WHAT ACTIVITIES WILL ACHIEVE YOUR GOALS?
DISCUSSED AND
AGREED
BECAUSE
AWARENESS IS
IMPORTANT

18. AAARRRP - STEP 2B: CAN YOU FIND ACTIVITIES THAT MEET MORE THAN ONE GOAL?

19. Complementary, aligning and community focused
Create Content/
Activation
Improve
Experience /
Product
Increase
Awareness
Release new
version & create
announcement
Update Python
library
Share Blog post
(or tweet)
Build Python
demo with Verify
Share Demo
How to add 2FA
to a Python App
Share Blog post Booth @ PyCon
Ruby Lib ➤ Content! ➤ RailsConf (sponsor)
PHP Lib ➤ Content ➤ PHP[tek] (sponsor + talk)
Python Lib ➤ Content ➤ PyCon (sponsor)
.NET Lib ➤ Content ➤ NDC Oslo (talk)
AAARRRP - STEP 2C: CAN YOU FIND COMPLIMENTARY ACTIVITIES?

20. AAARRRP - HOW YOU EXECUTE
▸ 1. Define your AAARRRP goals
▸ 2. Define activities to meet your goals
▸ a) What activities will achieve your goals?
▸ b) Can you find activities that meet more than one goal?
▸ c) Can you find complimentary activities?
▸ 3. Be guided by your company and team values

21. PHIL LEGGETTER
HEAD OF DEVREL
LEGGETTER@NEXMO.COM
@LEGGETTER