Webinar April 24 & 26 – A Gentle Introduction to Developer Personas and Segmentation

Title: A Gentle Introduction to Developer Personas and Segmentation

 

Description:

Software developers can be divided in segments based on many factors. These might be how they make their money, who their users are, which technologies they use, or what their motivations are for selecting a particular technology. They may be discovered as they naturally occur through cluster analysis, or they may be pre-defined to fit categories.

This webinar will give attendees a gentle introduction to the elements that go into defining developer personae that are right for a company and its products. Developer Relations and Developer Marketing team members that attend this webinar will start to learn about the advantages of understanding the natural developer personas within your target market and show you the elements that go into defining developer personae that are right for your company and products. Regardless of what you might have heard developer personae are not one-size fits all.

Agenda:

  1. Why create personas?
  2. Identifying elements
  3. After the personas, what’s next?
  4. Q&A

 

Presenters:

  • David Intersimone “David I”, VP of Developer Communities, Evans Data Corp.
  • Michael Rasalan, Director of Research, Evans Data Corp.

 

Dates / Times:

 

Tuesday, April 24, 2018

  • 7am PDT (10am EDT, 3pm BST, 4pm CEST)
  • 1pm PDT (4pm EDT, 9pm BST, 10pm CEST)
  • 5pm PDT (8pm EDT, 8am Beijing CST Wednesday April 25, 10am Sydney AEST Wednesday April 25)

Thursday, April 26, 2018

  • 7am PDT (10am EDT, 3pm BST, 4pm CEST)
  • 10am PDT (1pm EDT, 6pm BST, 7pm CEST)

 

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:

https://attendee.gotowebinar.com/rt/183305471142588931

 

 

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.

https://attendee.gotowebinar.com/rt/183305471142588931

 

Evans Data Developer Relations Boot Camp – Sunday March 25, 2018 – Palo Alto, CA

The Evans Data Corporation’s Developer Relations Boot Camp provides a solid foundation on which you can build or enhance your developer program. Concentrated sessions in this one-day instructional program provide the insight and actionable information you can use to build your brand and establish strong relationships with your developer community.

The boot camp takes place on the Sunday before the two day 14th Annual Evans Data Developer Relations Conference.

New Interactive Workshops!

After each session Boot Camp attendees will break into teams to work on projects related to each topic. Each team will report back to all attendees and discuss their findings and solicit feedback.

Benefits of attending the Boot Camp

  • Grow your developer community with the right members
  • Use best practices to drive business success
  • Reduce your DevRel costs and Increased your Program’s Scalability
  • Improve developer experiences on your Community site
  • Leverage developers to increase business value
  • Satisfy developer pain points

 

Boot Camp sessions

  • Program Strategy, Getting Buy-In and Framework for Success
  • Essential Developer Program Basics
  • Know Your Developers: Developer Personas and Segmentation
  • Crafting a Win-Win-Win Strategy for your Developer Program
  • Best Practices for Successful Developer Relations Programs
  • Effectively Communicating with Developers

 

Developer Relations Boot Camp

 

Webinar – June 20 & 22, 2017: Know your Developers and Creating Personas

The value of segmenting your target audience is well known to marketers across industries. Populations don’t exist as a homogeneous group but always have variations that color their perceptions and their adoption of product offerings. The same is true for developers.

Software developers can be divided in segments based on many factors. These might include technologies they use, where they work, what gets their synapses firing, what programming languages they use, what motivates them, etc. Once developer segments are defined, you can start organizing your existing developer community and attracting additional developers to your developer program.

Creating developer personas is one of the first steps to applying more modern developer marketing techniques in a technology world that is more and more individualized. This DevRelate webinar will introduce you to different types of developers.developer-personas-webinar

Agenda

  1. Developers Wear several hats
  2. Large and small companies/teams
  3. Today’s developer
  4. Platforms, languages, frameworks, tools
  5. Membership and success
  6. Motivations, aspirations, worries and fears
  7. First steps to creating developer personas
  8. Q&A

Dates/Times

Note: This webinar is offered several times. Select the date and time that works best for you using the drop down list on the GoToWebinar registration form. You can also see the webinar times shown in your time zone on the GoToWebinar registration form.

Tuesday, June 20, 2017

  • 7am PDT (Santa Cruz) | 9am CDT (Chicago) | 10am EDT (New York) | 2pm GMT | 3pm BST (London) | 4pm CEST (Frankfurt)
  • 10am PDT (Santa Cruz) | 12noon CDT (Chicago) | 1pm EDT (New York) | 5pm GMT | 6pm BST (London) | 7pm CEST (Frankfurt)
  • 5pm PDT (Santa Cruz) | 8am CST (Beijing Wednesday, June 21) | 10am AEST (Sydney Wednesday June 21)

Thursday, June 22, 2017

  • 7am PDT (Santa Cruz) | 9am CDT (Chicago) | 10am EDT (New York) | 2pm GMT | 3pm BST (London) | 4pm CEST (Frankfurt)
  • 1pm PDT (Santa Cruz) | 2pm CDT (Chicago) | 3pm EDT (New York)

 

Register Now to Reserve your Seat: https://register.gotowebinar.com/rt/3599119755299893761

 

Who Should Attend

  • Managers & Directors of Developer Programs
  • Technology & Developer Evangelists
  • 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

 

Presenter

David Intersimone “David I”, Vice President of Developer Communities, Evans Data Corporation

David I Facebook Avatar

Developer Personas I Have Known

In the forty-seven years since I wrote my first program, I can honestly say that I’ve never met a developer that I didn’t like. In all those years I have created many different types of applications and met tens of thousands of programmers in buildings, in cities and at conferences across the planet Earth. While source code and hardware are two of the things that most developers have in common, there are many other tangible differences that uniquely identify each of the more than twenty-one million professional developers building cool systems and apps. Beyond programming professionals, there is a greater number of humans (and bots) that are also creating solutions using automation – sometimes called citizen programmers, solution developers, occupational programmers, and other non-traditional software engineering designations.

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Of course, there are popular platforms and programming languages that bring developers together. And, the Internet has helped bring us even closer together. Yet, the global developer population is very diverse in many ways. One of the key aspects of building a robust developer community is to identify your developers.

When I’m asked about developer sizes, I usually smile and reply with something like “small, medium, large, extra-large, and massive”. When I was focused on building developer tools, my elevator pitch was “I work for a company that makes the software that developers use to make the software that humans use.”

We can use demographics, psychographics and firmographics to place some developers into manageable buckets. Yet, there are so many other ways to categorize, quantize, and organize developers based on who they are, what they do, and what they create. Some developer qualities can be defined by the types of apps they create, the computer languages they use, the type of devices they target, the social media they are active in, and so on.

A developer program is only as strong as its community. No matter the industry, to have a thriving business you need to reach out to developers who can benefit your product, platform, service, device, etc. Drawing developers into your community with world class resources, tools and activities will create a win-win environment that benefits their careers and your business. A good way to focus your efforts on a target developer audience is by categorizing developers into several, quantifiable “personas” or groups based on social characteristics, tech adoption, industry, and other characteristics.

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Developer Personas I have Known – a top 10 list

Here is my top ten list of developer personas for people I have worked with over my career (names have been removed to protect the tech fanatics – you know who you are):

  • Machine Language Developer – will only use assembly language and machine code to create fast running reusable functions.
  • Just Give Me the Spec Architect – can take any product design concept (detailed on the back of a napkin or in a complete requirements specification) and create an elegant app solution.
  • Tool Chain Engineer – lives to integrate disparate development tools into a cohesive build environment.
  • Compiler Jockey – loves to create new programming languages and work with the back end code optimizer to make target processors smile (and computer fans turn on).
  • Extreme Hacker – able to dig deep into any device, bios or application code to find a problem and create a patch to fix it.
  • Weekend Maker – in under 40 hours with no sleep can create  a truly wondrous child’s toy using an Arduino or RaspberryPi board and some tiny-C code.
  • Old School Coder – creates multi-device reusable libraries using C and inline assembler that can be consumed by any programming language.
  • Service Modernization Engineer – can quickly create a new REST/JSON based service API based on any older distributed computing APIs (RPC, DCE, CORBA, SOAP, etc.)
  • Cloud Seeder – can quickly migrate an internal application to a public/private/hybrid cloud based infrastructure for every available, industry leading cloud service.
  • Hyper Productive Software Engineer – able to produce thousands of lines of production C++ code each week for multi-year projects.

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Does the Software Development Industry have a “Library of Developer Personas”?

I have found many sources of developer personas but have yet to find a complete library, compendium, database, list, etc. Maybe this is because there are so many identifiable and not so definable developers. Developer personas can often be specific for an industry, company, architecture, platform, device, service, and other characteristics that align with a company’s offerings. Just as our industry has “body of knowledge” collections like the SWEBOK, wouldn’t it be great to have a Developer Persona Body of Knowledge (DPBOK)? Who wants to help create one?

 

Discovering Developer Personas Specific to Your Technology – Evans Data Can Help

The value of segmenting your target audience is well known to marketers across industries. Populations don’t exist as a homogenous group but always have variations that color their perceptions and their adoption of product offerings. The same is true for developers.

Software developers can be divided in segments based on many factors. These might be how they make their money, who their users are, which technologies they use, or what their motivations are for selecting a particular technology. They may be discovered as they naturally occur through cluster analysis, or they may be pre-defined to fit categories.

Once developer segments are defined, the value in any persona study comes from profiling those segments. Profiling allows you to recognize distinct personas so you can make targeted appeals to each group. Understanding the personas of your targeted developer segments allows you to:

  • Communicate more clearly with each persona
  • Provide the tools and technologies each persona uses
  • Provide the level and type of support each expects
  • Find developers that match the personas for effective outreach
  • Understand where each persona can be reached

Today, marketing is becoming a science and setting personas is the first step to applying modern marketing techniques in a world that is more and more individualized. Don’t try to lump all your developers together in a group when there are many differences that can be seen and addressed through identifying personas. Evans Data can help deliver the insights you need to really target each of the segments you need.

What are some of your Developer Personas?

I’m continually putting together a growing list of developer personas across multiple industries, technologies, products and services. If you’d like to share some of our target developer personas, send me an email.

 

David I Facebook Avatar


David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
davidi@evansdata.com
Blog: https://www.devrelate.com/blog/
Skype: davidi99
Twitter: @davidi99
LinkedIn: https://www.linkedin.com/in/davidi99/