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Introduction to the AAARRRP devrel strategy framework
In this talk from DevRelCon London 2016, Phil Leggetter describes his AAARRRP framework for developer relations strategy.
Video
- 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
- 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.
- Raising awareness about your product
- Not pushing folks to sign up but letting them know that you exist.
- Building the libraries
- Writing documentation
- Providing feedback on the product.
- 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.
- Define your goals with AAARRP
Example of Goals using AAARRRP
- 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?
Sorts things that are going to help us achieve those goals.
- 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
- 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.
- 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.