DevRelCon

* see below

*

> whoami

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Agenda

• What is Guerrilla Marketing?
• How about enterprises?
• Tips & Tricks
• What can you do after the talk?

Ask me later:

• How do we adjust as a company?
• Whatever Jenkins or Keptn
• My burnout

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These slides:

Disclaimer

• Opinions are my own, happy to discuss

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• My talk does not represent opinions of my employer, the Continuous Delivery Foundation, or the Jenkins community

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• The talk does not represent internals of Dynatrace or CloudBees, quite opposite

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https://twitter.com/devrelcon/status/1457155856726962181

https://twitter.com/dianasoyster/status/1457244555909103620

Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions to promote a product or service

Guerrilla Gorilla

https://btr.michaelkwan.com/2010/08/19/grammar-101-gorilla-or-guerrilla/

https://twitter.com/gAmUssA/status/1397255447720177665?t=n4n3otyTvtRfltH5if8GFQ&s=19

“Classic Enterprise Companies”

• Developer Relations processes are not there
• No Developer Advocates
• No management support
• No marketing budget
• ....
• But there is still a community

https://barbaraburgess.com/2018/5-nearly-free-guerrilla-marketing-tactics/

And there is you!

• Want to help the product adoption?
• Want to work directly?
• Have no budget?
• Mostly spare time?

http://www.glyfx.com/news/image/type/large/news_id/163/

There are no enemies,

just different cultures

https://www.cultofmac.com/318994/king-kong-aint-got-nothing-on-this-drone-fighting-chimp/

“Classic Company” politics

• End users are not decision makers
• Top-to-bottom sales for the win
• Rigid approval process
• NDAs and non-competition
• Embargoes
• ...

https://www.redbubble.com/people/artpolitic/shop

Showing the Value

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One of the most difficult to do in DevRel is to prove that the investment is worthwhile (If it were easy, the book would not exist)

• Mary Thengvall

Showing the Value. Keywords

• Bottom to up sales
• Growing top of the funnel
• Developer experience
• Product Led Growth
• Shift Left
• ...

Take a high road

https://www.youtube.com/watch?v=M4g1H_-2o-A

TED Talk Gorilla

https://knowyourmeme.com/memes/ted-talk-gorilla

Do talks, internally and publicly

Build a tribe

https://www.pbs.org/wnet/nature/the-gorilla-king-gorilla-family-dynamics/735/

Build relations… with your kind or not

https://www.fotocommunity.de/photo/gorillas-handshake-lobo-loco/14173404

https://imgflip.com/meme/40288152/Hot-Gorilla

• Do not go alone
• Find other champions
• Help them
• Give credit publicly

Do not burn out!

https://theconversation.com/the-amazon-is-burning-4-essential-reads-on-brazils-vanishing-rainforest-122288

Change the company or change company

https://www.koko.org/kokopix-photo-blog/3245/is-that-captain-ndume-at-the-wheel/

Takeaways

• There are no enemies, just different cultures and background
• Stay above company politics. Take a high road
• Do not go alone. Give credit
• Pick your battles
• Celebrate contributions, publicly and internally

Check out the materials

InnerSource

innersourcecommons.org

OSPO

todogroup.org

And be careful with typos...

• Relations are easier to build than to fix
• Escalations are not fun

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QUESTIONS?