DevRel Scribbles
  • What are Scribbles?
  • Index
  • Developer Advocacy
  • Developer Advocates
  • Life as a developer advocate
  • Modernising Red Hat’s enterprise developer program
  • Engaging 9-year-old software developers
  • Making 22-year-olds love 26-year-old software
  • Dogfooding developer products: gathering insights from internal hackathons
  • How far does your ethical responsibility stretch for the tech your devs create?
  • Outside the lecture theatre
  • How do you design programs for diversity?
  • Build the Platform Your Developers Actually Want
  • Measuring dev rel programs far beyond marketing activities
  • Developer Evangelism
    • Developer Evangelists
    • How to rock a technical keynote
    • The Art of Slide Design
    • The Art of Talk Design
    • The Art of Story Design
    • Dev events beyond 2021
  • Developer Experience
    • The Power of Content
    • Building a Developer Community in an Enterprise World
    • How to lose a dev in three ways
    • Developer relations, why is it needed?
    • The hierarchy of developer needs
    • GitHub is your documentation landing page
    • Docs as engineering
    • Commit messages vs. release notes
    • A11y pal(ly)- crafting universally good docs
    • Inspiring and empowering users to become great writers, and why that’s important
    • Solving internal technical documentation at Spotify
  • Community Management
    • Building community flywheels
    • DevRel = Community Management?
    • Creating high-quality communities
    • How to grow a healthy Open-Source community?
    • Managing communities at scale
    • Using community to drive growth
    • Useful community success metrics
    • Communities aren't funnels
    • How to mobilise your community during a pandemic
  • Managing a DevRel Team
    • Developer Relations + Product
    • Distributed developer relations
    • Understanding company goals
    • DevRel Qualified Leads (DQL)
    • Path to success for DevRel
    • How to move up in your organization
    • Four pillars of DevRel
    • Building your DevRel dream team
    • Managing the burnout burn-down
    • I messed up and I’m going to get fired
    • How to report on community relationships without being creepy about it
    • How to scale a developer relations team
  • Misc
    • Is developer relations right for you?
    • Tooling your way to a great DevRel Team
    • Planning your DevRel career
    • Success metrics as narratives
    • Get executive buy-in or else
    • Introduction to the AAARRRP devrel strategy framework
    • Strategy for developer outreach
    • Connecting dev rel and product
    • Performance DevRel
    • Ultimate cheat codes for healthier travel
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  • Summary:
  • Scribble:
  • Dave McClure’s AARRR pirate metrics
  • A..AARRR..P
  • Using AAARRRP
  • Steps
  • The DevRelOMeter
  • Team member responsibilities

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  1. Misc

Introduction to the AAARRRP devrel strategy framework

In this talk from DevRelCon London 2016, Phil Leggetter describes his AAARRRP framework for developer relations strategy.

PreviousGet executive buy-in or elseNextStrategy for developer outreach

Last updated 3 years ago

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Summary:

  • What is the AAARRRP, developer relations framework

  • The basic steps to use that framework

  • Dave McClure’s AARRR pirate metricsAcquisition

    • Activation

    • Retention.

    • Referral.

    • Revenue.

  • A..AARRR..P

    • Awareness

    • AARRR

    • Product

  • Using AAARRRP

    • Define your goals

    • Identify the activities to achieve those goals.

    • Plan to execute.

  • Steps

    • Define your goals

      • Mapping of the goals that your company has to the activities that you should undertake to achieve those.

    • Define activities to meet your goals

      • Look at the activities, what activities will achieve those goals and how can you undertake them?

    • Planning the execution -- finding activities that help meet more than one goal.

    • Complimentary activities

      • Can you find the complementary nature of one activity meeting more than one goal and feeding into the next?

    • Execute

      • Really just taking the output of that and taking the resources, your thoughts about team well-being

Scribble:

Dave McClure’s AARRR pirate metrics

  • Acquisition

    • What these specifically mean will vary depending on what you’re doing and the company you’re working for.

  • Activation?

    • Using your product

    • Making that first API call or making a number of API calls that you deem as being activated.

  • Retention.

    • Can you keep them on the product?

    • Are they making a few calls and they’re never coming back?

  • Referral.

    • Do you get enough people using your product and it’s so good that they start to invite other people to it?

    • Do you have a referral mechanism?

  • Revenue.

    • You need to get paid. So, it is an obvious metric.

A..AARRR..P

Awareness.

  • Raising awareness about your product

  • Not pushing folks to sign up but letting them know that you exist.

Product.

  • Building the libraries

  • Writing documentation

  • Providing feedback on the product.

Using AAARRRP

  • Define your goals

    • So, do I want to acquire new users?

    • Do I want to activate users?

    • Do I want to get users to refer?

    • Do I want product feedback?

  • Identify the activities to achieve those goals.

  • Plan to execute.

    • Framework itself doesn’t talk about how you plan your execution.

    • You need to take the output of this and ultimately take in a number of other factors.

Steps

  • Define your goals with AAARRP

  • Define activities to meet your goals

    • Identify what the activities are that achieve goals.

    • Can you find these activities that meet more than one goal?

    • That’s a good way of utilizing your time well.

    • And can you find complementary activities, something that feeds into the next?

  • Planning the execution -- finding activities that help meet more than one goal.

    • Some weighting.

    • Need to put some additional effort into certain things such as documentation, so we’ve added a weighting column.

  • Complimentary activities

    • Can you find complementary activities?

    • An efficiency measure

    • It’s a natural flow in how you work.

    • “If we can improve the product and then we can create content demonstrating about how we can improve the product”

    • We can define how we attempt our developer relations, strategy and then do a talk on it, it naturally feeds into the next thing.

    • So, we’re creating content. And in creating the content, we increase awareness.

  • Execute

    • Guided by your company and team’s values.

    • Team headcount.

    • Budgets.

    • Team well beings

      • Managing Burnouts

      • Taking feedbacks

      • Communication

    • Evangelism Or Advocacy

    • Team member responsibilities

The DevRelOMeter

  • You look at the activities that you’re doing and it defines the type of work you’re doing. Whether you’re an evangelist or an advocate.

  • Advocacy is a two-way conversation between the customers and the product and engineering teams.

  • Evangelist is more you’re given the product as the first customer, and then you take that to market, the developer market.

Team member responsibilities

  • Many organizations group their teams and the activities that they do by function.

    • Building products, writing documentation, doing API tools, SDKs and libraries. Community, -- startup or general community activities.

  • Developer relations point of view, you probably sit in the outreach marketing.

  • As creative individuals -- It’s very difficult to pigeon into doing just one function.

  • Allow individuals to work from end to end, through involvement in the product, involvement in documentation, the API tools libraries, community involvement and outreach.

Video
Example of Goals using AAARRRP
Sorts things that are going to help us achieve those goals.