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]

410 April 2023

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

3610 April 2023

Thank You@LmcdunnaLinkedin.com/in/lmcdunnalmcdonough@blackberry.com