What’s the ROI?PHIL @LEGGETTER

Head of Developer Relations

What’s the ROI?PHIL @LEGGETTER

Head of Developer Relations

Credit to Joe Nash (@jna_sh) for the inspiration

Developer Relations is like The Force

http://starwars.wikia.com/wiki/The_Force

Somebody will question the ROI

…sorcerer’s ways…

And it makes you want to…

…

Ya know…

But you don’t want to join the dark side

http://www.comicvine.com/forums/battles-7/jedi-council-vs-the-inheriters-1670973/

We are part of the Jedi order

http://starwars.wikia.com/wiki/Battle_of_Yavin

So we use stats to track the ROI of what we do

Developer Relations @ Pusher

What we used to do• Blog posts/Demos

• Tutorials

• “Thought Leadership”

• Events

• Hackathons

• Give talks

• Rock the sponsorship booth

• Sales

• Pre-sales technical calls

• Community/Customer Service

• Support

• Provide input into 3rd party libraries

• Product

• Gather feedback

• Maintain libraries

• Write & update docs

AARRR! Metrics, Dave McClure 500hats.typepad.com/500blogs/2007/09/startup-metrics.html

AARRR

1. Acquisition = Signups 2. Activation = 5 Connections

& 100 Messages

Activation

If we can achieve activation, 48.69% of those accounts will result in $$.

What we focus on now: Acquisition & Activation• Blog posts/Demos

• Tutorials

• “Thought Leadership”

• Events

• Hackathons

• Talks

• Rock the sponsorship booth

What can we track?

Digital

Events

blog

websitereferralssocial

Digital Tracking ROI

53% of our signups can be attributed to digital content

Tracking Events• No direct tracking

• We could use coupons at signup - do they really work?

• We could get business cards and then check if they’ve signed up

• We could go digital

• Event website/social referrals (we do this)

• Related blogs

• Webinars & Live Coding

Qualitative Analysis of Events• Cost

• Target developers

• Number of attendees

• Talks quality

• Attendee engagement

• People in your talk

• How many had heard of Pusher before

Correlation• Matching Developer Relations activity…

• Publishing content using technology X

• Being at an event focusing on technology X

• With stats…

• Sign-ups using technology X

• API usage from technology X

With Developer Relations

Without

Glaring Omission…

We build RELATIONSHIPS

photo credit: Kalexanderson via photopin cc

You can measure the ROI of Developer Relations

But sometimes you just need to believe… and use the Force

use the force…let go…

trust me …

PHIL @LEGGETTER Head of Developer Relations

phil@pusher.com