The Twelve C’s of Developer Relations (abridged version)

In everything that developer marketing, developer relations and developer advocacy team members do, it is good to remember the twelve C’s that are integral parts of a well oiled developer program and community. Here is a short hand version of my twelve C’s of Developer Relations. Later on, I’ll create a DevRelate white paper with a more in-depth coverage of each of the C’s.

The Twelve C’s (in no specific priority order except for the first 3)

  • Community – the main place where your development team, developer relations team and members will take part in your program, gain insights, solve problems, find answers and learn new tips, tricks and techniques.
  • Content – the videos, quick start guides, documentation, tutorials, white papers, blog posts and other valuable content.
  • Code – everyone will where most developers will spend a good portion of their time reading and writing programs. Developers love to write code, they also love to read it and share it with other developers.
  • Communication – developers like to talk to other developers. Developers also like to interact with the software engineers that create the tools, SDKs, APIs and content .
  • Collaboration – there are very few “lone” developers. Most developers work in teams, interact with other developers in their company, in their community and online in developer sites. Creating as many ways to foster collaboration by your team and your members is a sure sign of a vibrant and supportive community.
  • Contests – many developers like challenges. Some will enter programming contests and take part on hackathons. If you are creating online contests, make sure they run for a longer period of time that the typical weekend hackathon.
  • Champions – Look for the best of the best in your developer community. You’ll find them active in most aspects of your program and site. You can use gamification to identify top contributors and helpers. Give your champions a special
  • Conversations – make sure your developer program provides multiple ways for developers and your team to have conversations. These features can include forums/newsgroups, threaded conversations, posting comments on code,  content, bug reports, etc.
  • Cooperation – allow your partners and program members to help you by cooperating on bug triage, helping answer questions, participate in software testing, helping other developers with coding work, and more.
  • Contribution – allow your developer program members to contribute blog posts, add to your documentation wikis, input knowledge in the form of tips, tricks, techniques and lessons learned. If you have a bug reporting system (who doesn’t) allow community members to provide workarounds and source code fixes that work.
  • Certification – providing online and in person courses creates a more literate developer community. Providing an infrastructure for testing and certifying developers and the apps they build gives program members and their companies a higher status in your ecosystem. Some developer programs are also cooperating with local schools and online MOOCs to provide certificates of learning for technologies and your products, services, devices, APIs, tools, etc. The Google NanoDegree given by Udacity is one example of the modern way to train and certify developers. Most app stores also have test and certification systems for your apps.
  • Celebration – programming is fun (at least it is for me). Celebrating this unique form of creation and art should happen all the time in your developer program. Let your members vote for the apps, developers, MVPs, partners of the month and year (we see the same example in employee of the month/year in a lot of companies). Celebrate the release of a new product, a new partner integration, and a new capability. I even know a developer who told me that his company has “software and systems retirement” parties when they shut down and replace an application.

Do you have other C’s?

I’m sure you have additional C’s that you use and follow in your developer program and outreach. Here are a few additional C’s that I hear being used in presentations at the recent Evans Data Developer Marketing Summit: coolness, cognition, context, curiosity, culture, cohesiveness, completeness, capture, closed, and campaign.


David I Facebook Avatar

David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99

Developer Marketing and Developer Relations – Audiences, Metrics and ROI

As part of my August 2017 DevRelate webinar, “Developer Marketing & Developer Relations – Similarities & Differences“, August 8 & 10, I’ve put together additional background research and information about several high level aspects for each team member. In this blog post I am focusing on the audiences, metrics and ROI. Take a look at each of the aspects and let me know what you think about the details related to your own experiences and knowledge of industry experts you interact with.



What are the audiences that Developer Marketing and Developer Relations team members focus on? In creating the documents, messages, presentations and preparations for meetings, there are many audiences that will be targeted. In my years as a developer, manager, executive and advocate, I have talked to customers at all levels of their organization. I’ve given presentations to focused audiences and also larger diverse audiences. Here is a list of common audience members that Developer Marketing and Developer Relations members talk with, present to and write for.

  • C-Level
  • Division/Department Manager
  • Technical / Development Manager
  • Project Lead / Team Leader
  • Developer / Software Engineer
  • Software Architect
  • Researcher
  • Product/Marketing Manager
  • Business Development
  • ISV
  • OEM
  • Students
  • Hobbyist/Tinkerer/Maker
  • Thought Leaders
  • Authors
  • Editors


Metrics and ROI

Measuring everything that Developer Marketing and Developer Relations team members do is key to constantly improving outreach, messaging, lead generation and enhancing a company’s top and bottom line. Some metrics and ROI measures are direct and straightforward. Other metrics and ROI measures are harder to directly attribute to specific events, content generated and interactions. Several sure ways to track more results is by coding everything via calls to actions at conferences, meetups, hackathons, meetings, presentations, panels, etc. Adding short URLs for follow up activities, codes to include in product orders, and spaces to tell everyone what why a developer made a decision, purchased a product, attended a follow on event will help add to your metrics and ROI calculations. Here are several metrics and ROI measures that Developer Marketing and Developer Relations team members should track.

  • Leads
  • Revenue (Direct/Indirect)
  • Developer Satisfaction
  • Net Promoter Score (NPS)
  • Market Share/Growth
  • Technology/Product Adoption
  • Product Quality/Improvements
  • Developer Retention/Renewals
  • Content Creation
  • Followers/Likes/Reposts/Retweets
  • Developer Credibility


Additional Webinar Information and Links

You can find additional links and information for the webinar at


How do you Measure Developer Marketing and Developer Relations activities, time spent, and budget spend?

Send me an email with additional metrics and ROI measures that you use to track your successes, improvements and things to fix. If you have additional developer focused audiences, pass them along as well.

David I Facebook Avatar

David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99

Developer Marketing and Developer Relations – Roles and Responsibilities

In my upcoming webinar, “Developer Marketing & Developer Relations – Similarities & Differences” (August 8 & 10, 2017) I’ll be comparing and contrasting the educational background, skills set, organizational reporting, roles and responsibilities, work done and shared. In this blog post I’ll list a wide range of the roles, responsibilities and work done by members of the developer marketing and developer relations teams. Some of these items will be primarily done by one group of the other. At the same time, there may be a secondary role and a shared role in some of the aspects of a well coordinated developer outreach and advocacy program. Depending on the size of the company, developer program and team member background, there may be less or more items to cover. There may also be more overlap of responsibilities for some companies.

As I look inside companies that currently have developer relations programs, I find a common set of program features. In larger developer focused companies you’ll usually find a dedicated team of developer marketing and developer relations staff. Looking deeper into most developer outreach programs and identifying the active team members, I find a wider collection of marketing specialists, partner managers, developer advocates, customer success staff, R&D engineers, business development managers and community leaders. To orchestrate such a wide variety of helpers takes a clear list of roles and responsibilities.

Roles and Responsibilities

Here is my extended list of developer marketing and developer relations roles and responsibilities. These are listed in no specific order or priority. I’ve added my own assignments (primary, secondary, and shared) for each of the aspects listed. Your organization and experience may identify with different items.



Roles & Responsibilities (primary, secondary, shared) Developer Marketing Developer Relations
Demand Generation Primary Secondary
Customer Lifecycle Primary Secondary
Social Media Shared Shared
Social Ad Campaigns Primary
Content/Events Calendar Primary
Email Campaigns Primary
Brand Marketing Primary
PR Primary
Budget Primary
Contests Secondary Primary
Events / Meetups Shared Shared
SEO Primary
Strategic Planning Shared Shared
Technology Road Maps / Briefings Primary
Public Speaking / Presentations Secondary Primary
Blogging Shared Shared
Webinars  Secondary Primary
Conferences Shared Shared
Hackathons Secondary Primary
Office Hours Primary
Demos Primary
Sample Code Primary
Tutorials Primary
Online Q&A Primary
Developer Feedback Secondary Primary
Market Research Primary
Success Stories Primary Secondary
Developer Quotes Primary Secondary
Product Videos Secondary Primary
Technical/HowTo Videos Primary
Online Community Secondary Primary
Prototypes, POCs Primary


What’s on your list of Roles and Responsibilities?

It will be great to hear your thoughts, comments and additional items via email or during the upcoming DevRelate webinar, August 8th & 10th. Send me an email with your own experiences and history.

David I Facebook Avatar

David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99


Time for Developer Summer School?

When the Northern Hemisphere enters the summer season, developers might head out on vacation to take a break from the 24×7 world we live in. To keep developers interested and active in your community companies often offer “summer school” and other events. For Southern Hemisphere locations, you can do the same six months from now (you’ll be ahead of the date curve). There are many events you can create that will help developers catch up on latest technologies, APIs, and methods.


Qlik Summer School 2017

One recent example is Qlik’s Summer School 2017. Qlik says that the summer school offers “webinars covering in-depth technical sessions, best practices updates and even a glimpse into Qlik’s product future. It’s an incredible opportunity to boost your analytics skills during the summer months. The Qlik Summer School presents a customizable program of webinars designed to help you unlock your organization’s data-driven possibilities. Save your spot today, and then join at anytime from anywhere with an internet connection.” Check out the agenda for the 3 tracks.



Other Ways to Help Developers Keep/Catch Up

There are many other ways to allow developers to keep up and catch up. Here are a few ideas that are sure to help developers carve out a few hours during their summer schedule.

  1. Create a list of past webinars and links that are available on-demand. You might find that some developers were too busy with work to attend some of your events from the Winter and Spring quarters.
  2. Organize a self-study reading list of blog posts, quick start guides, eBooks, and white papers. It’s very possible that developers will have some time on airplanes, early mornings and late evenings to catch up on their technical reading.
  3. Write up a list of software development “challenges” with prizes for those who complete them. Create a series of short programming contests throughout the summer that will let developers do some quick coding and learning while they are on vacation.
  4. Schedule a developer conference or meetup at a “destination” location. If you want to attract developers with families (Evans Data research shows that 77.9% of developers are married), hold events at some of the top vacation locations. Schedule short developer sessions in the early morning or late evenings to allow for time with family during the day.
  5. Plan maker fairs and hackathons while students are out of school and able to spend time with your products, services and devices.
  6. Record audio podcasts, interviews and thought provoking technology information that can be listened to while relaxing poolside or during car, train and airplane parts of summer trips.
  7. Have your Developer Relations team members hit the opposite hemisphere where developers are still working. Schedule meetups, customer meetings and events in the Southern Hemisphere. Developers down under, Brazil, South Africa and other countries are still at the office and working.

Your Developer Relations Team Members need Time Off Too!

While your developer community members are taking time off and using the time to catch up on some reading and other technology fun, remember that your developer relations team also needs to take a break. Make sure your team members have reading lists, thinking items, and technology exploration areas. There’s always a few spare minutes when your team is not white water rafting, swimming, touring, scuba diving, hiking, biking and sightseeing.

If you’re not sure what to read each summer, check out Bill Gate’s “5 Good Summer Reads” on his Gates Notes site. Before the start of summer, Bill has been listing five books you should consider reading. Check out his summer 2017 reading list.


One other way to give you developer relations team members a break is to allow them to help out at a programming summer camp or hold a camp at your offices. There are many programming camps for elementary school, high school, college and adults. There are also cruise ships that offer programming education including CoderCuise (July 16-23, 2017) sailing out of New Orleans. Your DevRel team members can be presenters and/or attendees 😀

Do you have other ideas for how to keep your developer community active during summer vacation months?

If you have your own summer schedule of developer outreach activities, send me an email with what works best for you.

David I Facebook Avatar

David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99

I just got back from Cisco Live in Las Vegas, Nevada

I spent the past few days in Las Vegas for the Cisco Live 2017 C-Scape industry analysts meetup. I had two days (thankfully in air conditioned rooms and buses) of meetings with executives, leaders of product groups, and customers in general sessions, round table discussions and one on one meetings. I also attended the opening keynote with Cisco CEO Chuck Robbins and had the pleasure to witness his sit down conversation with Apple CEO Tim Cook. There is plenty of news about Cisco’s announcements, products, and technologies in the news, so I won’t repeat those sorts of things here. This DevRelate blog post is focused on how Developer Relations outreach can be multiply integrated into a company’s in-person conference.




Best Practices for an Integrated Developer/User Event

At most technology company conferences, you already have most of your executives, product managers, marketing specialists, and technology gurus. Combining partner, analyst, partner, ecosystem and press meetings into the same location makes a lot of sense. Cisco did a great job of bringing us into the middle of their conference including meetings with customers who talked about their success stories. We had plenty of time to ask questions during the meetings as well as during informal conversations during dinners later in the evening.

I got to hear from customers during some of the general sessions and round table discussions. While it is always good to talk with members of the teams, it is a special pleasure to be able to listen to and ask questions of customers and their experiences.

I really enjoyed the discussions with Michael Giresi, CIO of Royal Caribbean about how extended teams work closely together to enhance their customer’s experiences with project teams that include IT, DevOps, Business, Product, and Developer members. From my notes he said “it is about the team being accountable for the complete solution – embedding accountability for the complete experience versus just the application experience. Assign ownership for the performance of the whole solution – assign the right people to the ‘whole team’. The concept of applications and infrastructure being separate is nuts! The old way doesn’t work anymore.”

I also got to talk with Michael Sherwood, Director of the Department of Information Technologies for the City of Las Vegas about the implementation of their Smart City plans to include IoT, Open Data and Developer APIs. Michael even sent me a follow up email yesterday with additional information and links.

It was very clear that software, developers and APIs were front and center in just about every hardware and software product presentation and demonstration. Integrating a very active Cisco DevNet Zone in the convention center with class rooms, hands on workshops, and cool developer solutions also reinforced the theme of developers at the center of everything. While developers often think of APIs for platforms, frameworks and services, Cisco also demonstrated the openness of programming at the ASIC level.

When you are planning  your conference, you can leverage your company and team members investments to the maximum by integrating your whole “extended” ecosystem – technology, marketing, research, partners, analysts, experts, authors, consultants, developers, thought leaders, trainers, educators, and others to orchestrate a complete event. For those technology and software companies that integrate and add value, you can also be a part of the larger story during the event. I am probably already preaching to the choir, but piggy-backing on an event to reach out to a larger developer audience is always a good thing.




Just before I left the Cisco DevNet Zone and the convention center, I stopped by the Cisco DevNet Opportunity Project pod. Cisco DevNet is encouraging developers, companies and others to get involved to “unleash the power of data and technology to expand economic opportunity in communities nationwide. To create solutions that help families, local leaders, and businesses access information about the resources they need to succeed.” Find out more about the US Department of Commerce Opportunity Project at



While it was extremely hot outside in Las Vegas this week (glad to be home in the cool environment of Monterey Bay), it was also extremely beneficial to see the awesome team at Cisco and the wide array of tech companies and developers working together to move our industry forward. I hope that you all have success in your future events whether they be small, medium, large, extra large or XXXXL.

What are your Best Practices for a Completely Integrated Developer Event Experience?

If you have your own best practices where you integrate multiple audiences, partners, press, analysts, users, developers and others in your events, send me an email with what works best for you.

David I Facebook Avatar

David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99

Do you provide Swagger YAML and JSON files with your APIs?

Every developer has their own swagger based on their background, education, coding style, programming language used, etc. In this blog post I am talking about a different kind/type of Swagger.

When developers are interested in using an API provided by a operating system, platform, service, cloud, or device vendor, I’ll bet that one of the first things they will search for is to see if there is an API binding for their favorite programming language. Or, maybe your developer program members are the type of developers who just need the REST/JSON calling information? Where possible, I like to use client and server language bindings, components or frameworks for my development projects. Wouldn’t it be great if all APIs included great documentation and also YAML and/or JSON files for the APIs?

Swagger to the Rescue

With the Swagger YAML and/or JSON files I could use Swagger’s CodeGen tool to create bindings for more than 20 server side languages and more than 40 client side languages. That would be awesome. With Swagger supporting a range of tools, both the API developer creator can build their APIs using their programming language of choice and the API developer consumer can use their favorite programming language.

My one simple statement is “If your API supports REST and JSON then you can Reach out to Every Developer“. The text statement on the Swagger site say it succinctly – “Swagger is the world’s largest framework of API developer tools for the OpenAPI Specification(OAS), enabling development across the entire API lifecycle, from design and documentation, to test and deployment.” While most developer program APIs support some common languages including Java, C++, C, C#, JavaScript, PHP, Ruby and Python, there are many other programming languages that also support REST and JSON web services. Why would you intentionally make it harder for developers that use other programming languages?

REST/JSON based APIs work with just about every programming language

My REST/JSON and APIs blog post on the Evans Data DevRelate community site includes links to REST/JSON supporting information for additional programming languages. It’s time for more developer program APIs to make it easier for developers,  using all programming languages, to build applications.

The statement on the Swagger CodeGen tool site says it so well – “Build APIs quicker and improve consumption of your Swagger-defined APIs in every popular language with Swagger Codegen. Swagger Codegen can simplify your build process by generating server stubs and client SDKs from your Swagger specification, so your team can focus on your API’s implementation and adoption.”

Do your Developer Program APIs include Swagger support?

Do you provide you developer program APIs with Swagger YAML and/or JSON files? Send me an email if you do and I’ll be very happy to pass along the word to developers.


David I

David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99