DEVREL FOR SKEPTICS BUILDING/REBOOTING A COMMUNITY PROGRAM Tori Wieldt, Developer Advocate New Relic @TORIWIELDT
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DEVREL FOR SKEPTICSB U I L D I N G / R E B O O T I N G A C O M M U N I T Y P R O G R A M
Tori Wieldt, Developer Advocate
New Relic
@ T O R I W I E L D T
New Relic
3@ T O R I W I E L D T
• Founded in 2008
• Went public in 2014
• 1000 Employees
• 15,000 Companies as Customers
• Bunches of users
The Dream
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Reality
5@ T O R I W I E L D T
Reason
The #1 reason
branded online communities fail is
lack of internal support and resources.
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Source: CMX and Leader Networks
Keys to Community Readiness Study
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Rebooting/Starting a Program
1. Take Inventory
2. Choose a Course & Set Goals
3. Sell It Internally
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Scrappy Doo
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Take Inventory
Current Community Activities
Business Needs?
What Customer Touchpoints?
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Take Inventory
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Type Effort Owned By
Support Online Tech
Community(OTC)
Support
Champion Datanauts Marketing
Engagement Ad Hoc Everyone/no one
Product Feedback OTC/features Product Managers
Product Ideas OTC/features Product Managers
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Doing This (Datanauts)
Doing This (Marketing)
But Not These
Take Inventory
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Take Inventory: Current Activities
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In Person
Brand Awareness for Prospects
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Sales Team Wins YoY
Growth
US xxx xx%
EMEA xxx xx%
APAC xxx xx%
Xxx Total xxx% Avg
Growth
Take Inventory: Business Needs?
12@ T O R I W I E L D T
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Sales
Teams
Custom
er Base
Churn Avg.
Custom
er ARR
ENT xxx xx% $xxx
COM xxx xx% $xxx
MM xxx xx% $xxx
GB xxx xx% $xxx
ESB xxx xx% $xxx
Total xxx xx% $xxx
Q2
Churn X.X%
Avg. Customer ARR $XXX
Take Inventory: Where Can Community Move the Needle?
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Retention
Key Customer TouchPoints
Welcome Email
Promotional Emails
Monthly Newsletter
In-product Messaging
Customer Advisory Board
Customer Success Engagements
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Choose a Course & Set Goals
What is Your Top Purpose?
Where Can You Make a Difference?
What can You Measure?
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Choose a Course & Set Goals
What’s your top purpose?
New users?
LEADS (If you are in Mkg, that’s all Mkg is about, riiight?)
Retention?
Expansion?
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Thanks, Saas!
Online
Retention + Expansion for
Current Customers
In Person
Brand Awareness for Prospects
Set A Course
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What Can You Measure?
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What Can You Measure?
A lot!
Spreadsheets for You
MAUs
Engagement (define)
Events Impact
A **KEY** Perf Indicator
for Them
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Now Sell It
Educate & Set Expectations
Internal Marketing
Best Practice: Repeat Yourself
Talk to Everyone
Be Agile: MVPs
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Types of Communities
Support
Champions
Product Feedback
Product Ideas
Engagement
Developer Relations
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Types of Communities
Support -
Goal: Deflect tickets
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Types of Communities
Champions/MVP-
Goal: Build External
Advocates
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Types of Communities
Engagement -
Goal: Increase
Customer retention
And product use
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Types of Communities
Developer -
Goal: Devs build on
and extend your
platform
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Internal Marketing
Get on Every Staff Meeting You Can
* Position from THEIR Perspective
* Why should they bother?
* Why Now?
* Share KPIs
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WITHOUT
COMMUNITY
WITH
COMMUNITY
Now Sell It: MythBusters
All Community Members are Freemium Users
Enterprise Customers Don’t Engage
Only Reason People Go to Community is Free Support
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Now Sell It: MythBusters
Who is There (Use Logos)
# of Active Users per Account
Big Company A = 47
Big Company B = 35
Sample Topics
“What are best practices around XYZ?”
“Here’s a workaround for…”
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Find Internal Allies
Created Community Council, includes reps from
* Sales
* Support
* Growth Team
* Training
* Customer Success
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Quick Wins
• Build “Community” into Release Process
Now PMMs Post New Features
• Getting Started Guides
• Celebrity Dashboards
• Support Existing Efforts (GTM plays)
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Keep At It: MVPs
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• Webinars Tech Talks
• Coffee Chats on Slack
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Rebooting/Starting a Program
1. Take Inventory
2. Choose a Course & Set Goals
3. Sell It
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Dreams Do Come True
33@ T O R I W I E L D T
DEVREL FOR SKEPTICSB U I L D I N G / R E B O O T I N G A C O M M U N I T Y P R O G R A M
Tori Wieldt, Developer Advocate
New Relic
@ T O R I W I E L D T
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