evangelizin' on a budget
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Evangelizin’ on a Budget
All Things API Meetup - San Francisco February 16 - 2016
Tim Falls VP, Community @Keen_IO
@TimFalls | tf@keen.io
POV - evangelism works (in the right situation) and it can be done on any size budget
Action - understand your situation, self-regulate, make it happen
Benefit: an effective strategy that gives itself time to mature and realize different circumstances/realities - ie, experimentation and exploration
Key point 1: understand the current landscape and what costs what
Key point 2: divvy up your activities (strategy/tactics) into online/offline, try to do as much online as possible
Key point 3: offline can be cheap, too, with the right tools + asset of a physical space
Who?
About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)
Who?
About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)
Who?
About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)
Why?
Why does this talk matter? / Why did i choose to give it?
It first came to mind, from some simple reflection on where I am today and where i’ve been in the past.
It dawned on me that I’ve been doing this evangelism thing for 5 years now, and the circumstances under which I’ve operated has varied greatly - specifically from a financial standpoint.
That struck me as an interesting reality, and then I thought, I bet there were some lessons built into that experience. and then i unpacked that a bit…
More interestingly than that simple fact was that it was all fun and challenging in different ways… And no matter what I was (overall) having a great time and doing lots of stuff and challenging myself and seeing what I enjoy doing and what I don’t, what I’m good at and what I’m not, and experimenting and learning
The variance has kept it fresh (and if it hadn’t been varied, I might be burned out by now), and that travel is awesome but so is being at home (and even feeling like you have a home) and building yourself a routine.
While interesting is nice, it’s just that: interesting. And of course I want to tell you an interesting story, but I’d also like to share with you a distillation of the lessons that were built into the experience in the form of a few tactical tips and an encouragement to diagnose your situation and view that set of circumstances from different, creative perspectives.
Why?
Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here
-
Why?
Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here
-
Why?
Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here
-
Why?
In two years: Events: 20 200 Hackers: 5k 75k
Over the past 3-4 years, developer evangelism has exploded - especially within companies whose products are APIs along with the proliferation of hackathons and such - insert LinkedIn profiles # here - insert mind-blowing MLH # here
-
Why else?
Developer evangelism, community-building, etc can cost a lot of money; can be viewed as a cost center; is in some cases in a precarious standing within a given organization; does exhibit characteristics of a delicate (high[er] risk?) piece of the business strategy. This is true today, but it’s certainly less true than it was 3 years ago and will be even less true next year (I believe.)
There’s a general sense in early 2016 that there may be a downturn - in the overall economy, in silicon valley, etc. And some signals indicating tightening of belts. I’ve heard from at least one evangelist that they were let go, because the team was axed.
Note: this is not a scare tactic. I believe one should avoid acting out of fear / making decisions based on that emotion.
And..?
Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and advancing ourselves. And we should continue to do so.
I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence.
I believe community building works and it is/will play a huge role in the future of business - because it’s human.
Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk. -
And..?
Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and advancing ourselves. And we should continue to do so.
I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence.
I believe community building works and it is/will play a huge role in the future of business - because it’s human.
Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk. -
And..?
Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and advancing ourselves. And we should continue to do so.
I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence.
I believe community building works and it is/will play a huge role in the future of business - because it’s human.
Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk. -
And..?
🚀
Despite any rumors and/or truths, I believe we’re growing strong as an industry and discipline/profession. We’re getting more sophisticated and advancing ourselves. And we should continue to do so.
I’d liken this to the cannabis industry in CO - self-regulated in its infancy and therefore more successful in its adolescence.
I believe community building works and it is/will play a huge role in the future of business - because it’s human.
Therefore, I want to do what I can to help everyone be successful in it. That’s why I’m giving this talk. -
Claim
Claim
Evangelism works … with any size budget.
Claim
Evangelism works … with any size budget.
Action
Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Benefit
Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Benefit
Effective strategy that allows time to mature and opportunity to explore different realities
Action
Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next…
Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.
1 - understand: your current financial reality, objectives
Action
Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next…
Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.
1 - understand: your current financial reality, objectives
2 - develop & categorize: strategy & tactics
Action
Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next…
Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.
1 - understand: your current financial reality, objectives
2 - develop & categorize: strategy & tactics
3 - optimize: to maximize results
Action
Of course a budget not only refers to $$ - it refers to any resource that is limited: time, skills/talent, etc. However, today, I’m gonna focus on the money stuff, and I’ll let Tony focus on the team/people stuff in his talk coming up next…
Your team’s structure and makeup determine its resources and the inventory of each. Plan accordingly.
Understand
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
Big
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-big
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr• events: 3/month
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr• events: 3/month • swag: 2k t-shirts
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr• events: 3/month • swag: 2k t-shirts
• salaries: $100k*4 = $400k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr• events: 3/month • swag: 2k t-shirts
• salaries: $100k*4 = $400k• t-shirts: $8 * 2k = $16k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr• events: 3/month • swag: 2k t-shirts
• salaries: $100k*4 = $400k• t-shirts: $8 * 2k = $16k• events: 3 * 12 * $500 = $18k
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr• events: 3/month • swag: 2k t-shirts
• salaries: $100k*4 = $400k• t-shirts: $8 * 2k = $16k• events: 3 * 12 * $500 = $18k• travel: (3/2) * 12 * $750 = $13,500
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr• events: 3/month • swag: 2k t-shirts
• salaries: $100k*4 = $400k• t-shirts: $8 * 2k = $16k• events: 3 * 12 * $500 = $18k• travel: (3/2) * 12 * $750 = $13,500
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Scale: a case study comparison
Understand
BigSendGrid:
• people: 1 to 14 team members in 3 yrs• events: 30/month• swag: 10k t-shirts/yr
• salaries: $100k * 14 = $1,260,000• t-shirts: $7 * 10k = $70k• events: 30 * 12 * $500 = $180k• travel: (30/2) * 12 * $750 = $135k
$1,645,000
Not-as-bigKeen:
• people: 2 to 4 team members in 1 yr• events: 3/month • swag: 2k t-shirts
• salaries: $100k*4 = $400k• t-shirts: $8 * 2k = $16k• events: 3 * 12 * $500 = $18k• travel: (3/2) * 12 * $750 = $13,500
$447, 500
This is a breakdown of budgets (all #s are approximations) with which I’ve worked in my experience at my previous and current employers.
Money: $1,645,000 > $447, 500 (3.7x)
People: 14 > 4 (3.5x)
Money: $1,645,000 > $447, 500 (3.7x)
People: 14 > 4 (3.5x)
Money: $1,645,000 > $447, 500 (3.7x)
People: 14 > 4 (3.5x)
What’s your situation?
Strategy & Tactics
Develop & Categorize
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs
Strategy & Tactics
Develop & Categorize
Offline
costs = travel
+ time/effort
+ sponsorships
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs
Strategy & Tactics
Develop & Categorize
Offline
costs = travel
+ time/effort
+ sponsorships
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs
Strategy & Tactics
Develop & Categorize
Offline
costs = travel
+ time/effort
+ sponsorships
Online
costs = tools
+ time/effort
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs
Strategy & Tactics
Develop & Categorize
Offline
costs = travel
+ time/effort
+ sponsorships
Online
costs = tools
+ time/effort
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs
Strategy & Tactics
Develop & Categorize
Offline
costs = travel
+ time/effort
+ sponsorships
Online
costs = tools
+ time/effort
Delta
travel +
sponsorships
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs
Strategy & Tactics
Develop & Categorize
Offline
costs = travel
+ time/effort
+ sponsorships
Online
costs = tools
+ time/effort
>
Your devangelism strategy is (mostly) easily divisible along these axes
As we saw in the cost breakdown, offline costs more, because travel + sponsorship costs
online offline
$$$
online offline
$$$
Offline: on a budgetSponsorships
• establish ground rules, stay strong • negotiate
• demonstrate & communicate the non-$ value
• eg, people: mentorship, influence, expertise
• be selective & brand conscious • eg, inclusive events, specific
strategical geo-markets and/or verticals/industries
• DIY • eg, assets: venue, hustle
Offline: on a budgetSponsorships
• establish ground rules, stay strong • negotiate
• demonstrate & communicate the non-$ value
• eg, people: mentorship, influence, expertise
• be selective & brand conscious • eg, inclusive events, specific
strategical geo-markets and/or verticals/industries
• DIY • eg, assets: venue, hustle
Offline: on a budgetTravel*
• book flights early • travel hacks - eg, stop-overs! • Air BnB & friends instead of hotels • public transit instead of Uber
*Choose wisely! Don’t sacrifice your physical/mental health
Sponsorships • establish ground rules, stay strong
• negotiate • demonstrate & communicate the
non-$ value • eg, people: mentorship, influence,
expertise • be selective & brand conscious
• eg, inclusive events, specific strategical geo-markets and/or verticals/industries
• DIY • eg, assets: venue, hustle
Online: on a budgetPair programming
Live Chat
Discussion Forums
Written Content
Community-driven events
Webinars
AMA/Q&A
Virtual Conferences
Customer engagement surveys
Meetups
So, how do we create offline experiences without the cost of it? It’s all about human-to-human interactions Activities - webinars, pair programming, interviews/group discussions/AMA/Q&A, virtual conferences, live chat, forums, guest blog posts, community-driven events (eg, hdh), customer engagement/surveys, meet ups - yours and others’, recorded demos
Helpful tools - Go-to-Webinar, Screen Hero, Blab.im, Hangouts on air, Slack (free), Discourse (open source), Medium.com (collections), Github Repo, Evenbrite, Intercom/Typeform, office/event space (yours or others), Quicktime
Example: Keen IO
writes guest blog post highlighting Keen project
Example: Keen IO
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
writes guest blog post highlighting Keen project
•
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
writes guest blog post highlighting Keen project
• •
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
writes guest blog post highlighting Keen project
• • •
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
writes guest blog post highlighting Keen project
• •• •
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
writes guest blog post highlighting Keen project
• ••• •
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member
writes guest blog post highlighting Keen project
••
••• •
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
writes guest blog post highlighting Keen project
•
••
••• •
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
•
••
•••• •
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
•
••
••
••• •
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
•
••
••
•••• •
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
•
••
••
••
••• •
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
•
••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
•
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
voluntarily organizes Happy Data Hour in home town
•
•••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
•
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
voluntarily organizes Happy Data Hour in home town
makes 1st (not last)
OSS contribution
•
•
•••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
•
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
voluntarily organizes Happy Data Hour in home town
delivers talk on data analytics, features Keen case study
makes 1st (not last)
OSS contribution
•
•••••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
•
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
voluntarily organizes Happy Data Hour in home town
delivers talk on data analytics, features Keen case study
makes 1st (not last)
OSS contribution
visits Keen HQ during visit to SF•
•
•••••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
•
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
voluntarily organizes Happy Data Hour in home town
delivers talk on data analytics, features Keen case study
makes 1st (not last)
OSS contribution
visits Keen HQ during visit to SF•
•
•••••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
joins Keen IO team, works remotely…?•
•
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
asks Q on Twitter,
gets answer follows
@Keen_IO, RT ❤
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
voluntarily organizes Happy Data Hour in home town
delivers talk on data analytics, features Keen case study
makes 1st (not last)
OSS contribution
visits Keen HQ during visit to SF•
•
•••••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
joins Keen IO team, works remotely…?•
•
🚀
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
voluntarily organizes Happy Data Hour in home town
delivers talk on data analytics, features Keen case study
makes 1st (not last)
OSS contribution
visits Keen HQ during visit to SF•
•
•••••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
joins Keen IO team, works remotely…?•
•
$?
🚀
writes guest blog post highlighting Keen project
Example: Keen IO
discovers Keen IO, via WOM
visits keen.io, learns more
creates Keen IO account
discovers keen.chat, joins Slack Team
asks Q in Slack chat, gets A…from fellow
community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast
views webcast, builds project
on Keen
writes guest blog post highlighting Keen project
receives Keen swag/care package,
tweets about it
gets coffee with Keen team member, roaming office hours
voluntarily organizes Happy Data Hour in home town
delivers talk on data analytics, features Keen case study
makes 1st (not last)
OSS contribution
visits Keen HQ during visit to SF•
•
•••••
••
••
••••
recommends Keen to team at work,
intro to Keen sales
joins Keen IO team, works remotely…?•
•
$?
🚀
writes guest blog post highlighting Keen projectasks Q
on Twitter, gets answer
follows @Keen_IO,
RT ❤
Example: Cloud Cannon
JekyllConf 2015
videos: ~5.2K views
This presentation in and of itself is an example of evangelizing on a budget - eg: I want to give this talk at a larger conference - to an arguably more relevant (read: fruitful) audience. But I only have so much time between now and then. So, when asked to do this talk, I decided (thanks to the suggestion of my frugal/efficient teammate Justin) to use this meetup as a practice run. That doesn’t take anything away from this talk, and it adds value to it if I get to speak at the conference. so, I’m using my resources (in this case time) wisely here. #meta
Other Benefits
Other Benefitsreferrals/testimonials
Other Benefitsreferrals/testimonials
signups/activation
Other Benefitsreferrals/testimonials
signups/activationfollowership/audience
Other Benefitsreferrals/testimonials
signups/activationfollowership/audience
opportunity creation (serendipity)
Other Benefitsreferrals/testimonials
signups/activationfollowership/audience
opportunity creation (serendipity)product use case (examples)
Other Benefitsreferrals/testimonials
signups/activationfollowership/audience
opportunity creation (serendipity)product use case (examples)$’s saved: customer support
Other Benefitsreferrals/testimonials
signups/activationfollowership/audience
opportunity creation (serendipity)product use case (examples)$’s saved: customer supporttime saved: content creation
Other Benefitsreferrals/testimonials
signups/activationfollowership/audience
opportunity creation (serendipity)product use case (examples)$’s saved: customer supporttime saved: content creationnetwork-effect: ↑awareness
Other Benefitsreferrals/testimonials
signups/activationfollowership/audience
opportunity creation (serendipity)product use case (examples)$’s saved: customer supporttime saved: content creationnetwork-effect: ↑awareness
software development
Other Benefitsreferrals/testimonials
signups/activationfollowership/audience
opportunity creation (serendipity)product use case (examples)$’s saved: customer supporttime saved: content creationnetwork-effect: ↑awareness
software developmentfuture talent (recruiting pipeline)
Claim
Claim
Evangelism works … with any size budget.
Claim
Evangelism works … with any size budget.
Action
Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Benefit
Claim
Evangelism works … with any size budget.
Action
Understand your situation, self-regulate, go.
Benefit
Effective strategy that allows time to mature and opportunity to explore different realities
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