110 April 2023
Evans Data, Developer Relations ConferenceMarch 24th, 2014
EVANGELISM IN A WORLDof Non-Believers
Larry McDonough, Principal Evangelist@LMCDUNNA
210 April 2023
CONTENTS• What is Developer Evangelism?
• The “Non-Believer”
• Identify the Goal
• Formulate the Strategy
• Implement the Activities
• Measure, Tune, Rinse & Repeat…
• Q & A
310 April 2023
What is Developer Evangelism?
Role of the Developer Evangelist (definition)
“The over all mission […] is to secure platform adoption and revenue growth through evangelism, community engagement, relationship marketing and a vibrant solutions ecosystem”
[source: Microsoft’s career site link]
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Developer Evangelism
1. Evangelize the Developers2. Evangelize the Influencers
• Anyone that influences developers: VC’s, Accelerators & Incubators, Industry Execs & Decision makers, Tech bloggers & writers, etc.
3. Evangelize the Channel (if possible)• Anyone that influences a sale.
For us, this was Carrier store regional managers and Market Star, our channel marketing partner
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BlackBerry Dev Evangelists
• Evangelism at BlackBerry• Asia Pac• EMEA• Americas
• Evangelism in Silicon Valley• Me: 22 session talks, 30+ events, 5 dev blogs, 100’s
tweets• Me: Over 100 device seeds• Me: “BABEs” (Bay Area BlackBerry Evangelists)
• Evangelism Activities• Conferences, Meetups, Hack-a-thons, Webcasts,
“Office Hours”, Blogs, Social Media, …
610 April 2023
• 15 City Hack-a-thon tour
• Organization, Prizes, Food, Sponsors, Shirts, Videos, Websites, Forum Discussions, Follow-up!
• Apps, Apps, Apps, …
• 14 BlackBerry Developer Groups
• Define and set up 4 Tech Centers
• Help drive definition for rest of company
Extraordinary Evangelism!
http://bit.ly/BBJamLatAM
710 April 2023
CONTENTS• What is Developer Evangelism?
• The “Non-Believer”
• Identify the Goal
• Formulate the Strategy
• Implement the Activities
• Measure, Tune, Rinse & Repeat…
• Q & A
810 April 2023
The ”Non-Believer”
• It’s always the smiling guy…• Is this guy your target customer?• Win them over?
• YES: Converts are zealots!• No: Contain the damage
• Leverage 3rd party champions (non employee or partner). Ex. Qirfiraz
• Always, Always, Always, stick to the indisputable things:
The facts. The numbers. Your strengths.
910 April 2023
CONTENTS• What is Developer Evangelism?
• The “Non-Believer”
• Identify the Goal
• Formulate the Strategy
• Implement the Activities
• Measure, Tune, Rinse & Repeat…
• Q & A
1010 April 2023
Identify the Goal
• Make sure you know what you want to achieve
• Is it more apps in store?• Is it more apps downloaded?• Is it more developers?• Is it higher revenue / app? • Is it higher quality apps?• More consumer apps?• More enterprise apps?• Etc…
1110 April 2023
CONTENTS• What is Developer Evangelism?
• The “Non-Believer”
• Identify the Goal
• Formulate the Strategy
• Implement the Activities
• Measure, Tune, Rinse & Repeat…
• Q & A
1210 April 2023
Formulate the Strategy
1. Know where you are
2. Know your goal
3. Identify how to get there –These are the activities that will get you to your goal
1310 April 2023
CONTENTS• What is Developer Evangelism?
• The “Non-Believer”
• Identify the Goal
• Formulate the Strategy
• Implement the Activities
• Measure, Tune, Rinse & Repeat…
• Q & A
1410 April 2023
Implement the Activities
• “It takes a village”
• Partner Activities
• Evangelist Activities
• Marketing Activities
1510 April 2023
Partner: Marmalade
Free Marmalade Indie License & BlackBerry Dev Alpha B device for an approved app
1610 April 2023
Partner: Sencha (2)
• Lighthouse Program – Free Sencha Architect, Z10 & Extra Swag. Top 5 apps received all expense paid trip to SenchaCon 2013
• Free Sencha Architect & BlackBerry Dev Alpha B device for an approved app
1710 April 2023
Partner: Unity
Free Unity Pro Add-on for BlackBerry & BlackBerry Z10 for an approved app
1810 April 2023
Evangelist Led Activities
“Built for BlackBerry” -- Free Limited Edition BlackBerry Z10 for an approved B4B app, Four Regional Grand Prizes of 75,000 credit for App Marketing
“Android Offer” – Free device for an approved app made to quality app developers
1910 April 2023
Upgrades & New Apps
All developers with an Android App in BlackBerry World are encouraged to upgrade their apps to latest version and submit any Jelly Bean 4.2 apps (direct email from global marketing.
Any developer submitting an app between Dec 5 and Jan 28 are eligible.
Upon approval the developer receives 500 Jam Rewards Points
Onboarding & Office Hours
At all events, Evangelists (and ADCs), developers are told about hour bi-weekly Onboarding/Office Hour Webcasts
Developers that attend will get 500 Jam Rewards Points (limit one award)
Evangelists can choose from this pool to offer free device offer
Free Device
Evangelists choose the best quality apps on Google Play
Email sent to developer from Evangelist
Developer registers for the offer and gets invited to Onboarding/Office Hours for help
Upon approval the developer gets a device
Evangelist Led Activities
2010 April 2023
Two free GamePads when including gamepad support
Marketing Led Activities - Gaming
2110 April 2023
Android – 500 BlackBerry JamZone points for an approved app
Android – 500 BlackBerry JamZone when attending an Android Onboarding Webcast
Marketing Led Activities - Android
2210 April 2023
Marketing Led Activities - Advertising
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ProTactics Con Comments
• Catalyst that drives activity• High awareness • Huge app numbers • Low cost per app
Port-a-thons• Expensive overall• Difficult to administer• Low quality apps
• Need to solid administration process before attempting again
• Need to focus on quality
• Easy access to thousands of developers
• Straight forward to administerDirect Offers
• Cost Per App is high• Difficult to get apps in store• Must ship devices before getting apps
• This tactic doesn’t drive acquisition unless done through partners
• Able to vet attendees to ensure quality
• We set the rules
Physical BlackBerry Events
• Expensive and labor intensive• Limited to BlackBerry Enthusiasts
• Find a way to leverage Tech Centers and integrate with Virtual Events to drive down cost
• Key to developer acquisition• Face to face provides best
opportunity to acquirePhysical Event Sponsorship
• Labor intensive• Expensive to get noticed• Difficult to follow up
• SenchaCon as part of an integrated marketing plan provided a great vehicle to acquire new developers.
Developer Offer Tactic Analysis
3410 April 2023
CONTENTS• What is Developer Evangelism?
• The “Non-Believer”
• Identify the Goal
• Formulate the Strategy
• Implement the Activities
• Measure, Tune, Rinse & Repeat…
• Q & A
3510 April 2023
• Measure the effectiveness of your activities
• Are you getting what you wanted?
(e.g., Our Global App “Port-a-thons”)
• Make changes based on your results
• Too much of type “A”? Get more type “B”.
• Run subsequent programs taking into account previous results
Best results obtained when we included Software, Hardware, and Support together.
Measure, Tune, Rinse & Repeat