DevRelate Webinar: August 14 & 16 – How to Engage the Elusive Developer

Many developer relations teams can easily find a small group of developers that fit with their target personas and product/industry segments. It’s more of a challenge to find a wider range of developers who will also build value on top of your product or service. This webinar will cover how to find the largest developer community for a new product or service offering, or how to go beyond your existing community to find new developers to expand your reach.


  1. Where to look for developers
  2. Matching your product/service with specific types of developers
  3. Creating the right incentives for a win/win relationship
  4. Growing your developer community as your product or service grows
  5. Q&A



  • David Intersimone, known to many as David I, is a passionate and innovative software industry veteran who extols and educates the world on developer tools, software development and software architectures. David I also shares his visions and insights as a pioneer in developer relations with program managers and directors giving workshops, webinars, guidance and advice on program creation and enhancement.


Dates / Times:

Tuesday, August 14, 2018

  • 7am PDT (10am EDT)
  • 1pm PDT (4pm EDT)
  • 5pm PDT (8pm EDT)


Thursday, August 16, 2018

  • 7am PDT (10am EDT)
  • 10am PDT (1pm EDT)


Note: Since this webinar takes place on several days and at multiple times, please register for the date and time that works best for you:


Who Should Attend?

  • Managers & Directors of Developer Programs
  • Technology & Developer Advocates
  • Business Development Managers & Directors
  • Product Marketing Managers & Directors
  • Marketing Managers
  • Product Managers
  • Research Managers
  • Corporate Communications Managers
  • Heads of Developer Marketing
  • ANYONE who deals with developers!


Register Now

After registering, you will receive a confirmation email containing information about joining the webinar. Note: Since this webinar takes place on several days and at multiple times, please register for the date and time that works best for you.

Developer Outreach and Marketing

On first look, software developers appear to be a more distinct and well-defined market segment than most others, which should make it easier to market to them. It’s always simpler to create messaging and positioning for a target market that is uniform and cohesive than it is for a very diverse market. And so developers give the appearance of being easy to market to.

After all, there are important primary characteristics that set developers apart from the general population. They write programs professionally, and as a result a very particular type of mental acuity and skill set is more likely to be found among this group than the general population. The very act of programming requires certain characteristics. The successful developer is logical, has a keen eye for detail, and responds to mental challenges with a kind of inquisitiveness that can be associated with analytical and creative mindsets. Developers are usually more cerebral, curious and way more literal than others.

However, while there is a measure of homogeneity amongst developers that can aid marketing professionals who are trying to reach and persuade them, there is also a level of divergence from the general population that makes developer focused marketing unique. Developers frequent and place confidence in different media than the general public; they appreciate different forms of touch, and different elements in messages are more likely to resonate with them. In addition, there is not just one form of development and the types of development this group of people engage in can be so diverse that reaching out to them requires a special understanding of what they do, in addition to an understanding of who they are and what media they trust.

You can do research to find out the specifics of today’s developer and we do. We can tell you lots of data that can aid in your development of a marketing campaign and strategy. For example, developers answer to a variety of titles in their jobs, the most common being programmer, development manager, or project lead, though titles vary considerably by company size. They are overwhelmingly male. Although the female contingent is growing, males still comprise at least three out of every four developers – the ratio varies according to geography, but both mean and women developers think there should be more women involved.

Their median age is 36 in most places in the world. They tend to be married, and to have one or two children. The typical developer has between three and 10 years of experience, and has a high-level academic degree — a bachelor’s degree or higher — though there many developers who continue to learn on the job in order to keep up with the ever changing technology.

These are valuable fundamentals on which to build a strategy, but you still need the insights that only experience in marketing to developers can bring.

Providing that insight and understanding for marketing success is what motivates us at Evans Data to host our annual Developer Marketing Summit. This year it’s on September 17 and 18 in San Jose. We’ve got two full days filled with insights, networking and knowledge headed by the top developer marketing professionals from virtually all of the major players in the industry. Intel, Amazon, Microsoft, Facebook, Salesforce, and many more will provide powerful insights into how to successfully reach and motivate software developers. Don’t miss this very important event.

Guy Kawasaki’s “Art of Social Media” – time to amp up your Developer Relations social media outreach

It was an honor and privilege to listen to Guy Kawasaki speak at the recent Santa Cruz New Tech Meetup on Wednesday, November 2 at the Hotel Paradox. Evans Data‘s offices are just down the street, so several of our team walked a few minutes to the hotel. Guy, who is now a Santa Cruz county resident, gave a great presentation, “The Art of Social Media” (co-authored with Peg Fitzpatrick) using his “10/20/30 rule of Powerpoint” format. The 10/20/30 rule is 10 slides, 20 minutes and 30 point font. While Guy went longer than 20 minutes, he finished soon enough that I had time to drive home and still catch the 10th inning of the World Series Game 7 Chicago Cubs win (thanks to the rain delay between the 9th and 10th inning).

Guy Kawasaki - Rules for Revolutionaries       Guy Kawasaki - Art of Social Media

Guy Kawasaki – Best Evangelist on the Planet

I first met Guy Kawasaki back in 1984 when he and Alain Rossman brought the first Macintosh computer down to the Softsel Computer Products (now Merisel) offices in Los Angeles. They gave us the Mac so that we could help get software into computer stores as fast as possible (Softsel was a major software distributor in the early days of the PC business). Who remembers that there were these brick and mortal stores that sold computers and software, some only sold software (Software Centers International, Egghead Software, etc). While I was at Borland, we had Guy Kawasaki give a keynote at one of our annual developer conferences (Guy noted that I was the first person wearing shorts and a tie dye t-shirt to introduce him) where he talked about his book “Rules for Revolutionaries” (co-authored with Michele Moreno). I have rule 5, “Make Evangelists and not Sales” on a slide in many of presentations (every developer evangelist should read and re-read this book periodically).

Guy’s “The Art of Social Media” includes the following topics (note: while Guy uses 10 slides in his presentations, there are 12 chapters in the book):

  1. How to Optimize your Profile
  2. How to Feed the Content Monster
  3. How to Perfect Your Posts
  4. How to Respond to Comments
  5. How to Integrate Social Media and Blogging
  6. How to Get More Followers
  7. How to Socialize Events
  8. How to Run Google+ Hangouts On Air
  9. How to Rock a Twitter Chat
  10. How to Avoid Looking Clueless
  11. How to Optimize for Individual Platforms
  12. How to Put Everything Together

A great companion resource for Developer Relations professionals and Social Media power users is available on Peg Fitzpatrick’s site – “The Art of Social Media Apps and Services Resource List“. There is also an awesome “Art of Social Media” presentation video by Guy and Peg that is linked from the site.

Optimizing my Profile on my Social Sites

Guy Kawasaki in Santa Cruz

After the Cubs won the world series, I went to my computer and used Guy’s advice to update the images on my social sites. In his presentation he talked about “Building a Foundation” by optimizing your photo and profile. Step 1: Guy advises everyone to set your Avatar to a well lit picture and focus on your Face (look at the avatar and ask yourself if you think people will say this person is likable, trustworthy and competent), be Asymetrical (offset your face in the photo). Step 2: take a look at your cover photo (most social sites allow you to have a top of page background photo) and make sure it tells your story and not showcase pictures of your pets (for example). I did just what Guy advised and now my social sites have updated avatars and background photos. You can see my updated Facebook technology page at (where I post developer and development focused news and articles). Thanks for the tips Guy 😀

davidi99 new facebook page bitmaps


Developer Relations Professionals – Guy and David I can help You!

Guy gives presentations all over the planet. Guy speaks at developer, vendor and industry conferences. If you are interested in finding out more information, you can visit Guy’s web site. Check out his books. David I note: I am not Guy’s agent. I am just a fan!

I also present at many conferences and I am ready to help your developer relations program in every way.

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




Social Media Posts for your DevRel Program – when to post?

Evans Data and DevRelate have several social media accounts on Twitter, LinkedIn, Facebook and Google+. I also professionally post developer and DevRel program news, blogs and articles on my Twitter, LinkedIn, Facebook and Google+ pages. I use Buffer as my developer social media tool. When scheduling social media posts, I have the option to post now, add to my queue and schedule at a specific date and time. Depending on the item I am posting, I sometimes choose to post the link and text several times for different global regions and time zones. I’ve listened to Guy Kawasaki (former Apple Macintosh developer relations evangelist and multiple book author) talk about how he uses social media. Guy is coming to Santa Cruz on November 2 to speak at the Santa Cruz New Tech MeetUp. Sara Isenberg, the editor of Santa Cruz Tech Beat site and newsletter, posted a recent Jan Jones interview with Guy Kawasaki.

Guy Kawasaki Social Media Posts

Guy Kawasaki and Social Media Posts

There are two questions you should definitely read in the Santa Cruz Tech Beat article. Guy Kawasaki talks about the importance of reaching as many people as possible. Guy often posts links at several different times to reach audiences who read their social feeds at different times. He relates social posting to television and cable news cycles. He often mentions that NPR repeats important shows every 4 to 6 hours. Guy reminds us that social media is one of your most important marketing vehicles. You can read the complete interview titled “Q&A: Wit and wisdom of Guy Kawasaki on display at “The Art of Social Media – November Tech MeetUp”.

When to social post your DevRel program news?

There are many articles about when you should schedule Social Media posts for your DevRel Program. Evans Data Corporation global developer research reports identify 4 main global regions: North America (NorAm), Europe Middle East Africa (EMEA), Asia Pacific (APAC) and Latin America (LatAm). Some DevRel programs also slice and dice global regions into other groupings, for example BRICS (Brazil, Russia, India, China and South Africa). If I think that an interesting developer article is specifically focused on developers in EMEA, then I will schedule my post to appear in the early afternoon GMT and CET (Central Europe Time). If the developer topic will be of interest to all developers, I will schedule the social posts to hit the four main regions in their early afternoon time slots.

Buffer analyzed 4.8 million tweets by users of their app. Their summary showed that the most popular time to tweet was between 12noon and 1pm local time. The data also showed that most tweets were posted between 11am and 1pm local time. Hootsuite reported that “the best times are between 1 p.m. and 3 p.m.” on work days. Huffington Post reported that you should post between 12noon and 5pm to get the maximum number of retweets, post at 12 p.m. and 5 p.m. I post articles and repeats on weekdays and weekends. Developers never stop working, reading and thinking. I often post future looking and tech FYI article links on the weekends.

Social Media Posts – Information and Links

Here are a few links to articles and resources about scheduling your social posts for maximum attention.

Social Media Posts – Your tools and times?

What social media sites do you use for your Developer Relations social marketing? What software and services do you use for social media? When do you post? Send me an email and let me know what you are using and doing.

DevRelate blog about my Developer Relations Tools of the Trade