evangelizin' on a budget

109
Evangelizin’ on a Budget All Things API Meetup - San Francisco February 16 - 2016 Tim Falls VP, Community @Keen_IO @TimFalls | [email protected] 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 eective strategy that gives itself time to mature and realize dierent 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/oine, try to do as much online as possible Key point 3: oine can be cheap, too, with the right tools + asset of a physical space

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Page 1: Evangelizin' on a Budget

Evangelizin’ on a Budget

All Things API Meetup - San Francisco February 16 - 2016

Tim Falls VP, Community @Keen_IO

@TimFalls | [email protected]

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

Page 2: Evangelizin' on a Budget

insert Ballin’ on a Budget video intro - by Nappy Roots

Page 3: Evangelizin' on a Budget

Who?

About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)

Page 4: Evangelizin' on a Budget

Who?

About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)

Page 5: Evangelizin' on a Budget

Who?

About me: - first led community/developer relations at SendGrid (2010-2014) - now lead community at Keen IO (Sept 2014-present)

Page 6: Evangelizin' on a Budget

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.

Page 7: Evangelizin' on a Budget

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

-

Page 8: Evangelizin' on a Budget

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

-

Page 9: Evangelizin' on a Budget

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

-

Page 10: Evangelizin' on a Budget

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

-

Page 11: Evangelizin' on a Budget

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.

Page 12: Evangelizin' on a Budget

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. -

Page 13: Evangelizin' on a Budget

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. -

Page 14: Evangelizin' on a Budget

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. -

Page 15: Evangelizin' on a Budget

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. -

Page 16: Evangelizin' on a Budget
Page 17: Evangelizin' on a Budget

Claim

Page 18: Evangelizin' on a Budget

Claim

Evangelism works … with any size budget.

Page 19: Evangelizin' on a Budget

Claim

Evangelism works … with any size budget.

Action

Page 20: Evangelizin' on a Budget

Claim

Evangelism works … with any size budget.

Action

Understand your situation, self-regulate, go.

Page 21: Evangelizin' on a Budget

Claim

Evangelism works … with any size budget.

Action

Understand your situation, self-regulate, go.

Benefit

Page 22: Evangelizin' on a Budget

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

Page 23: Evangelizin' on a Budget

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.

Page 24: Evangelizin' on a Budget

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.

Page 25: Evangelizin' on a Budget

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.

Page 26: Evangelizin' on a Budget

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.

Page 27: Evangelizin' on a Budget

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.

Page 28: Evangelizin' on a Budget

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.

Page 29: Evangelizin' on a Budget

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.

Page 30: Evangelizin' on a Budget

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.

Page 31: Evangelizin' on a Budget

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.

Page 32: Evangelizin' on a Budget

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.

Page 33: Evangelizin' on a Budget

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.

Page 34: Evangelizin' on a Budget

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.

Page 35: Evangelizin' on a Budget

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.

Page 36: Evangelizin' on a Budget

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.

Page 37: Evangelizin' on a Budget

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.

Page 38: Evangelizin' on a Budget

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.

Page 39: Evangelizin' on a Budget

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.

Page 40: Evangelizin' on a Budget

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.

Page 41: Evangelizin' on a Budget

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.

Page 42: Evangelizin' on a Budget

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.

Page 43: Evangelizin' on a Budget

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.

Page 44: Evangelizin' on a Budget

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.

Page 45: Evangelizin' on a Budget

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.

Page 46: Evangelizin' on a Budget

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.

Page 47: Evangelizin' on a Budget

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.

Page 48: Evangelizin' on a Budget

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.

Page 49: Evangelizin' on a Budget

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.

Page 50: Evangelizin' on a Budget

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.

Page 51: Evangelizin' on a Budget

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.

Page 52: Evangelizin' on a Budget

Money: $1,645,000 > $447, 500 (3.7x)

People: 14 > 4 (3.5x)

Page 53: Evangelizin' on a Budget

Money: $1,645,000 > $447, 500 (3.7x)

People: 14 > 4 (3.5x)

Page 54: Evangelizin' on a Budget

Money: $1,645,000 > $447, 500 (3.7x)

People: 14 > 4 (3.5x)

What’s your situation?

Page 55: Evangelizin' on a Budget

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

Page 56: Evangelizin' on a Budget

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

Page 57: Evangelizin' on a Budget

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

Page 58: Evangelizin' on a Budget

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

Page 59: Evangelizin' on a Budget

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

Page 60: Evangelizin' on a Budget

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

Page 61: Evangelizin' on a Budget

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

Page 62: Evangelizin' on a Budget

online offline

$$$

Page 63: Evangelizin' on a Budget

online offline

$$$

Page 64: Evangelizin' on a Budget

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

Page 65: Evangelizin' on a Budget

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

Page 66: Evangelizin' on a Budget

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

Page 67: Evangelizin' on a Budget

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

Page 68: Evangelizin' on a Budget

Example: Keen IO

writes guest blog post highlighting Keen project

Page 69: Evangelizin' on a Budget

Example: Keen IO

writes guest blog post highlighting Keen project

Page 70: Evangelizin' on a Budget

Example: Keen IO

discovers Keen IO, via WOM

writes guest blog post highlighting Keen project

Page 71: Evangelizin' on a Budget

Example: Keen IO

discovers Keen IO, via WOM

visits keen.io, learns more

writes guest blog post highlighting Keen project

• •

Page 72: Evangelizin' on a Budget

Example: Keen IO

discovers Keen IO, via WOM

visits keen.io, learns more

creates Keen IO account

writes guest blog post highlighting Keen project

• • •

Page 73: Evangelizin' on a Budget

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

• •• •

Page 74: Evangelizin' on a Budget

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

• ••• •

Page 75: Evangelizin' on a Budget

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

••

••• •

Page 76: Evangelizin' on a Budget

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

••

••• •

Page 77: Evangelizin' on a Budget

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

••

•••• •

Page 78: Evangelizin' on a Budget

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

Page 79: Evangelizin' on a Budget

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

Page 80: Evangelizin' on a Budget

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

Page 81: Evangelizin' on a Budget

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

Page 82: Evangelizin' on a Budget

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

Page 83: Evangelizin' on a Budget

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

Page 84: Evangelizin' on a Budget

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

Page 85: Evangelizin' on a Budget

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

Page 86: Evangelizin' on a Budget

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

Page 87: Evangelizin' on a Budget

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

Page 88: Evangelizin' on a Budget

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

Page 89: Evangelizin' on a Budget

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 ❤

Page 90: Evangelizin' on a Budget

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

Page 91: Evangelizin' on a Budget

Other Benefits

Page 92: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

Page 93: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

signups/activation

Page 94: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

signups/activationfollowership/audience

Page 95: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

signups/activationfollowership/audience

opportunity creation (serendipity)

Page 96: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

signups/activationfollowership/audience

opportunity creation (serendipity)product use case (examples)

Page 97: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

signups/activationfollowership/audience

opportunity creation (serendipity)product use case (examples)$’s saved: customer support

Page 98: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

signups/activationfollowership/audience

opportunity creation (serendipity)product use case (examples)$’s saved: customer supporttime saved: content creation

Page 99: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

signups/activationfollowership/audience

opportunity creation (serendipity)product use case (examples)$’s saved: customer supporttime saved: content creationnetwork-effect: ↑awareness

Page 100: Evangelizin' on a Budget

Other Benefitsreferrals/testimonials

signups/activationfollowership/audience

opportunity creation (serendipity)product use case (examples)$’s saved: customer supporttime saved: content creationnetwork-effect: ↑awareness

software development

Page 101: Evangelizin' on a Budget

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)

Page 102: Evangelizin' on a Budget
Page 103: Evangelizin' on a Budget

Claim

Page 104: Evangelizin' on a Budget

Claim

Evangelism works … with any size budget.

Page 105: Evangelizin' on a Budget

Claim

Evangelism works … with any size budget.

Action

Page 106: Evangelizin' on a Budget

Claim

Evangelism works … with any size budget.

Action

Understand your situation, self-regulate, go.

Page 107: Evangelizin' on a Budget

Claim

Evangelism works … with any size budget.

Action

Understand your situation, self-regulate, go.

Benefit

Page 108: Evangelizin' on a Budget

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