Introduction to the AAARRRP devrel strategy framework
In this talk from DevRelCon London 2016, Phil Leggetter describes his AAARRRP framework for developer relations strategy.
Last updated
In this talk from DevRelCon London 2016, Phil Leggetter describes his AAARRRP framework for developer relations strategy.
Last updated
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
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
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.
