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

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

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

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.