context-dependent platform Commons: 4/5

Developer Relations

Also known as: DevRel, Developer Advocacy, Developer Marketing

1. Overview

Developer Relations, often abbreviated as DevRel, is a strategic and interdisciplinary field that bridges the gap between a company and the developer community. It is the practice of building and nurturing a vibrant ecosystem of developers around a product, platform, or technology. In an era where developers are increasingly the key decision-makers in technology adoption, DevRel has emerged as a critical function for any company that wants to win their hearts and minds. It’s not just about marketing to developers; it’s about building authentic, long-term relationships based on mutual trust and value. A successful DevRel program can lead to increased adoption, a thriving ecosystem of third-party integrations, and a powerful employer brand that attracts top engineering talent. The function itself is a unique blend of technical expertise, marketing acumen, and community-building prowess, requiring its practitioners to be both deeply technical and highly empathetic. They are the voice of the developer within the company, and the voice of the company within the developer community, a dual role that is both challenging and rewarding.

The importance of Developer Relations lies in its ability to create a virtuous cycle of growth. By providing developers with the tools, resources, and support they need to be successful, companies can foster a loyal community of advocates who will not only use their products but also champion them to their peers. This organic, word-of-mouth marketing is far more effective than traditional advertising, as developers are notoriously skeptical of marketing hype. They trust the recommendations of their fellow developers far more than any corporate messaging. Furthermore, a strong DevRel program can provide invaluable feedback to the product and engineering teams, ensuring that the product roadmap is aligned with the needs of the developer community. This feedback loop is essential for building products that developers love. This strategic alignment ensures that the company is not just building products for developers, but with developers, a subtle but crucial distinction that can make all the difference in a competitive market. A well-executed DevRel strategy can also lead to a significant reduction in customer acquisition costs, as a thriving community can become a powerful and self-sustaining marketing engine.

The historical origins of Developer Relations can be traced back to the early days of the personal computer industry and the “OS wars” of the 1980s and 90s. Companies like Apple and Microsoft quickly realized that the success of their platforms depended on the availability of a rich ecosystem of third-party applications. To encourage developers to build for their platforms, they created developer programs that provided them with tools, documentation, and technical support. This was the birth of Developer Relations as we know it today. Over the years, the field has evolved and matured, with companies like Twilio, Stripe, and MongoDB pioneering new and innovative approaches to building developer communities. Today, DevRel is a well-established discipline with its own set of best practices, metrics, and career paths. The rise of open-source software and the API economy has further accelerated the growth of DevRel, as companies have realized that they can no longer afford to treat developers as an afterthought. In the modern digital economy, developers are the new kingmakers, and Developer Relations is the key to winning their loyalty and support.

2. Core Principles

  1. Empathy and Authenticity: At the heart of every successful DevRel program is a deep sense of empathy for the developer community. This means understanding their pain points, their motivations, and their workflows. It also means being authentic and transparent in all of your interactions. Developers can spot a phony a mile away, so it’s essential to be genuine and honest in everything you do. This principle is about building trust and credibility with the developer community, which is the foundation of any long-term relationship. This involves actively listening to their feedback, acknowledging their frustrations, and celebrating their successes. It’s about treating them as partners, not just as customers.

  2. Value Creation over Extraction: Developer Relations is not about extracting value from the developer community; it’s about creating value for them. This means providing them with high-quality technical content, useful tools, and responsive support. It’s about helping them to be successful in their own right, without asking for anything in return. When you focus on creating value for developers, you will find that they are more than willing to give back to the community in the form of feedback, bug reports, and even contributions to your open-source projects. This principle is about playing the long game, and understanding that the best way to build a sustainable business is to build a sustainable community.

  3. Community as a Moat: In today’s competitive landscape, a strong and vibrant developer community can be a powerful competitive advantage. It can act as a moat that protects your business from competitors, as it is very difficult to replicate a thriving ecosystem of developers. A strong community can also be a powerful engine for innovation, as it can provide you with a constant stream of new ideas and feedback. By investing in your community, you are investing in the long-term success of your business. This moat is not built with bricks and mortar, but with trust, relationships, and shared experiences. It’s a living, breathing entity that requires constant care and attention.

  4. Two-Way Communication: Developer Relations is not a one-way street. It’s about creating a dialogue with the developer community, where you are both listening and speaking. This means actively soliciting feedback from developers, and then acting on that feedback to improve your products and services. It also means keeping the community informed about your product roadmap and any changes that may affect them. This two-way communication is essential for building a strong and healthy relationship with the developer community. It’s about creating a culture of collaboration and co-creation, where developers feel like they have a real stake in the success of the product.

  5. Long-Term Relationship Building: Developer Relations is not about short-term gains; it’s about building long-term relationships with the developer community. This means investing in the community over the long haul, even when there is no immediate return on investment. It’s about being a consistent and reliable partner to the developer community, and being there for them when they need you. By taking a long-term view, you can build a loyal and engaged community that will be with you for years to come. This is about building social capital, which is far more valuable than any short-term financial gain.

  6. Empowerment and Enablement: A key principle of Developer Relations is to empower and enable developers to be successful with your product or technology. This goes beyond simply providing documentation and support. It involves creating a comprehensive developer experience that makes it easy for developers to get started, learn, and build. This can include things like interactive tutorials, sample code, SDKs, and a well-designed developer portal. The goal is to remove as much friction as possible and make the developer’s journey as smooth and enjoyable as possible. This is about investing in the success of your developers, because their success is your success.

  7. Inclusivity and Diversity: A strong and healthy developer community is one that is inclusive and diverse. This means creating a welcoming and safe environment for developers from all backgrounds, regardless of their race, gender, sexual orientation, or ability. It also means actively working to increase the diversity of your community, as a more diverse community is a more innovative and resilient community. By fostering a culture of inclusivity and diversity, you can build a community that is truly representative of the global developer population. This is not just the right thing to do; it’s also good for business, as a diverse community can bring a wider range of perspectives and ideas to the table.

3. Key Practices

  1. Creating High-Quality Technical Content: One of the most important practices in Developer Relations is creating high-quality technical content that helps developers to be successful with your product or technology. This can include things like blog posts, tutorials, videos, and documentation. The content should be accurate, up-to-date, and easy to understand. It should also be tailored to the needs of your target audience, whether they are beginners or experienced developers. This content is the lifeblood of any DevRel program, and it’s what will keep developers coming back for more.

  2. Engaging in Online and Offline Communities: Another key practice is to engage with developers where they are, both online and offline. This can include participating in online forums like Stack Overflow and Reddit, as well as attending and speaking at developer conferences and meetups. The goal is to be a helpful and active member of the developer community, and to build relationships with developers in a natural and organic way. This is about being a good citizen of the developer community, and giving back more than you take.

  3. Building and Nurturing a Champion Program: A champion program is a great way to identify and empower your most passionate and engaged developers. These are the developers who are already advocating for your product or technology, and who are willing to go the extra mile to help others in the community. By providing them with exclusive access to your team, early access to new features, and other perks, you can turn them into even more powerful advocates for your brand. These champions are your most valuable asset, and you should treat them as such.

  4. Gathering and Relaying Product Feedback: Developer Relations plays a critical role in gathering and relaying product feedback from the developer community to the product and engineering teams. This feedback is essential for building products that developers love, and for ensuring that the product roadmap is aligned with the needs of the community. It’s important to have a clear and efficient process for collecting, prioritizing, and acting on this feedback. This is about being the voice of the developer within the company, and ensuring that their needs are always top of mind.

  5. Measuring and Reporting on DevRel ROI: While it can be challenging to measure the return on investment (ROI) of Developer Relations, it’s important to have a set of metrics that you can use to track your progress and demonstrate the value of your work to the rest of the organization. These metrics can include things like developer satisfaction, community growth, and the number of new applications built on your platform. By tracking these metrics over time, you can show the impact that your DevRel program is having on the business. This is about being accountable for your work, and showing that you are making a real difference.

  6. Organizing and Supporting Events: Events are a great way to bring the developer community together and to build relationships with developers in a face-to-face setting. This can include organizing your own events, such as hackathons and workshops, as well as sponsoring and participating in third-party events. Events can be a lot of work, but they can also be a lot of fun, and they can be a great way to build a strong and vibrant developer community. These events are the glue that holds the community together, and they are where the magic happens.

  7. Developing and Maintaining a Great Developer Experience (DX): The developer experience (DX) is the sum of all the interactions that a developer has with your company, from your documentation and your APIs to your support channels and your community forums. A great DX can be a powerful competitive advantage, as it can make it much easier for developers to get started with your product and to be successful with it over the long term. It’s important to invest in your DX and to continuously look for ways to improve it. This is about making your product a joy to use, and removing any and all friction from the developer’s journey.

4. Application Context

Best Used For:

  • Companies with a product or platform that is targeted at developers, such as API companies, cloud providers, and open-source projects.
  • Companies that want to build a strong and vibrant ecosystem of third-party applications and integrations around their platform.
  • Companies that want to attract and retain top engineering talent in a competitive market.
  • Companies that want to build a strong and loyal community of advocates who will champion their products and services to their peers.

Not Suitable For:

  • Companies that do not have a product or platform that is targeted at developers, as the principles and practices of DevRel are not easily transferable to other domains.
  • Companies that are not willing to invest in building long-term relationships with the developer community, as DevRel is not a short-term fix.
  • Companies that are not willing to be open and transparent with the developer community, as trust is the foundation of any successful DevRel program.

Scale:

Developer Relations can be applied at any scale, from a small startup with a single developer advocate to a large enterprise with a global team of DevRel professionals. The key is to start small and to scale your efforts as your community grows. It’s better to do a few things well than to try to do everything at once. As your community grows, you can add more programs and initiatives to your DevRel strategy. The principles of DevRel are universal, but the implementation will vary depending on the size and maturity of your company and your community.

Domains:

Developer Relations is relevant in a wide range of industry domains, including:

  • Software as a Service (SaaS)
  • Cloud Computing
  • Artificial Intelligence and Machine Learning
  • Internet of Things (IoT)
  • Gaming
  • Fintech
  • Healthcare
  • E-commerce
  • Telecommunications

5. Implementation

Implementing a successful Developer Relations program requires a strategic and thoughtful approach. The first step is to define your goals and objectives. What do you want to achieve with your DevRel program? Do you want to increase adoption of your product, build a thriving ecosystem of third-party integrations, or attract top engineering talent? Once you have a clear understanding of your goals, you can start to develop a strategy for achieving them. This strategy should be aligned with your overall business goals, and it should be based on a deep understanding of your target audience.

Next, you need to hire the right talent. A successful DevRel team is made up of a diverse group of individuals with a wide range of skills, including technical expertise, communication skills, and community management skills. It’s important to hire people who are passionate about your product and who are genuinely interested in helping developers to be successful. You should also look for people who are active in the developer community and who have a strong network of contacts. Your DevRel team is the face of your company to the developer community, so it’s important to choose them wisely.

Once you have your team in place, you need to choose the right channels for engaging with the developer community. This will depend on your target audience and your goals. Some of the most common channels for Developer Relations include blogs, social media, online forums, and developer conferences. It’s important to be where your developers are and to engage with them in a way that is natural and authentic. You should also experiment with different channels and formats to see what works best for your community.

Finally, you need to build a community from the ground up. This takes time and effort, but it’s essential for the long-term success of your DevRel program. You can start by creating a welcoming and inclusive environment where developers feel comfortable asking questions and sharing their ideas. You can also organize events, such as hackathons and workshops, to bring the community together and to foster a sense of camaraderie. As your community grows, you can empower your most passionate members to take on leadership roles and to help you to build an even stronger and more vibrant community. This is a marathon, not a sprint, and it requires a long-term commitment to be successful.

6. Evidence & Impact

There are many examples of companies that have built successful businesses on the back of a strong Developer Relations program. One of the most well-known examples is Twilio, a cloud communications platform that provides APIs for sending and receiving text messages, making and receiving phone calls, and more. Twilio has built a massive developer community by providing them with high-quality documentation, a great developer experience, and a fun and engaging brand. As a result, Twilio has become the go-to platform for developers who need to add communications capabilities to their applications. Their iconic “Ask Your Developer” billboards were a testament to their confidence in their developer community and their product. Twilio’s success is a powerful reminder that a developer-first approach can be a winning strategy.

Another great example is Stripe, a company that provides APIs for accepting and processing payments online. Stripe has made it incredibly easy for developers to integrate payments into their applications, and they have built a loyal following of developers who love their product. Stripe has also invested heavily in their developer community, with a beautiful and comprehensive documentation, a very active blog, and a strong presence at developer conferences. As a result, Stripe has become the leading platform for online payments, and they have built a multi-billion dollar business in the process. Stripe’s focus on developer experience is legendary, and they have set a new standard for what it means to be a developer-first company.

Finally, MongoDB is a great example of a company that has built a successful open-source business with a strong Developer Relations program. MongoDB is a NoSQL database that is popular with developers for its flexibility and scalability. MongoDB has built a large and active community of developers by providing them with a great product, excellent documentation, and a wide range of educational resources. They have also invested heavily in their community, with a global network of user groups, a popular online university, and a large annual conference. As a result, MongoDB has become the most popular NoSQL database in the world, and they have built a successful business around their open-source product. MongoDB’s success shows that a strong community can be a powerful engine for growth, even for an open-source company.

7. Cognitive Era Considerations

In the cognitive era, where artificial intelligence and machine learning are becoming increasingly prevalent, the role of Developer Relations is more important than ever. As more and more companies build products and services that are powered by AI, they will need to find ways to engage with the developer community and to help them to be successful with these new and complex technologies. This will require a new set of skills and a new approach to Developer Relations. DevRel professionals will need to be able to explain complex AI concepts in a simple and clear way, and they will need to be able to help developers to build and deploy AI-powered applications.

One of the biggest challenges in the cognitive era will be to help developers to understand and to trust AI-powered products. Many developers are skeptical of AI, and they are concerned about the potential for bias and a lack of transparency. It will be up to Developer Relations professionals to demystify AI and to show developers how they can use it to build amazing new applications. This will require a deep understanding of the technology, as well as the ability to communicate complex ideas in a simple and clear way. It will also require a commitment to transparency and to building AI-powered products that are fair, accountable, and transparent. DevRel will need to be at the forefront of the conversation around AI ethics, and they will need to help to shape the future of AI in a way that is beneficial to everyone.

8. Commons Alignment Assessment

  • Shared Resource Potential: High - A strong developer community is a shared resource that can benefit everyone in the ecosystem, from the company that builds the platform to the developers who build applications on top of it. By investing in the community, companies can create a virtuous cycle of growth that benefits everyone. The knowledge, code, and relationships that are created within the community are a valuable resource that can be shared and built upon by everyone.

  • Democratic Governance: Medium - While many developer communities are open and inclusive, they are often governed by the company that owns the platform. However, there is a growing trend towards more democratic forms of governance, such as open-source foundations and community-led advisory boards. These models can help to ensure that the community is governed in a way that is fair and transparent, and that the interests of the community are always put first.

  • Equitable Access: High - Developer Relations can help to ensure that everyone has equitable access to the tools and resources they need to be successful, regardless of their background or experience. By providing free and open access to documentation, tutorials, and other educational resources, companies can help to level the playing field and to create a more inclusive and diverse developer community. This is essential for ensuring that everyone has the opportunity to participate in the digital economy.

  • Sustainability: Medium - The sustainability of a developer community depends on the long-term commitment of the company that owns the platform. If the company decides to stop investing in the community, it can quickly wither and die. However, a strong and vibrant community can also be a powerful force for sustainability, as it can help to ensure the long-term success of the platform. A strong community can also help to hold the company accountable and to ensure that it continues to invest in the platform over the long term.

  • Community Benefit: High - A successful Developer Relations program can provide a wide range of benefits to the community, from access to high-quality tools and resources to opportunities for learning and networking. By investing in the community, companies can create a positive and supportive environment where everyone can thrive. This can lead to a more engaged and productive developer community, which can in turn lead to a more successful platform. It’s a win-win situation for everyone involved.