Developer relations are the key to success or failure of Web3

Golden Finance 2023-01-24 11:20:26 阅读数:161

developerrelationskeysuccessfailure

Before we discuss how the early startup building developer community and track the fit product and market.不过,Without a strong developer relations team,The effect of these measures is difficult to obtain.

Developer relations commissioner, often held the office of information hub,often with product、销售和营销等其他运营团队合作,and sync information with everyone.许多Web3Startups are attaches great importance to the developers,So it's necessary that we should have a deeper understanding of this post.Especially early startup effective management of developer relations which will bring added value,As well as the relationships among the developers why can decideWeb3ecological health.

本文重点:

  • 什么是开发者关系?What is its development history?

  • Developer relations how to promote entrepreneurship in the financing round the company forward?

  • Developer relations will be in what way to create value for early startup?

  • Recruiting developer relations jobs from time to tome what considerations?

  • How Developer Relations DriveWeb3行业向前发展?

什么是开发者关系?

开发者关系(下文简称DevRel)Jobs's ultimate goal is to encourage third-party developers is a technology of ecological development software and application,And launched a series of measures for the common goal.

Post a brief history of the development of developer relations

要理解DevRel的作用,You must learn more about their emergence background.With the rise of open source culture,Do many people initially in the open source community developer relations related work,Such as promotion of technology and popular science article written.The company began to work more actively to developers to do sales,DevRelTo become a formal function post.

软件布道者(software evangelist)的诞生

据称,Apple in the last century80 s created“软件布道者”这一岗位,Software preacher's job is to encourage developers tomacOS和之后的iOS开发应用.

apple realizes,The value of the platform must be supported by software platforms.比如,iPhone之所以如此成功,In part because it provides consumers with a series of rich and eye-catching application.Although many application initially are apple's own,But as apple ecological development after,Third-party applications account forApp Store 的99.99% .

“产品驱动增长”以及“Developers preferred strategy”的兴起

在2016 年,OpenView Venture Partners的Blake Bartlett在投资了Optimizely和DataDog等公司后,首次提出了“产品驱动增长”(product-led growth,缩写为PLG)这一概念.“产品驱动增长”背后的假设是,Products are can achieve organic growth,Without investing in sales or marketing greatly from top to bottom.This pattern is usually suitable forSaaS公司,Users of this kind of company can be registered and free trial product,In order to grow.The aim is to allow users to be able to in their own circles to promote the product,Build word of mouth for the product.

“产品驱动增长”Strategies for companies that directly to the developer particularly effective,比如Stripe、Twilio和MongoDB.这些公司采用DevRelStrategies to Accelerate Growth.在这种情况下,DevRel就显得十分重要,Because the product user interface design problems lead to developers can't get the best experience.Because of the lack of smooth front end user experience,Developers can't easily use new oneAPI或SDK,So they need more guidance and help.

所以DevRelplayed an important role here,They allow developers to the software to create a good first impression,And in each link for developers to provide a good development experience(注:developer experience akaDX).

DevRelSeveral major functions of

像Twilio或AtlassianThis kind of developers preferred company will establish a completeDevRel部门,and divide the positions intoDevRel职能,Like developer marketing or community management.For smaller startups,These functions are usually performed by one person,The title of the person may not even“DevRel”这个词.

下图展示了DevRelFunctions are usually classified methods and specific goals.

本图基于 developerrelations.com 的“开发者关系的四个支柱”稍作调整.

图中,“developer awareness”(awareness)self-explanatory;For products for the developers,“developer activation”(activation)The concept of is more difficult to define precisely.对于 API For interface products,“developer activation”Usually refers to allow developers to create the access token and the first call to API 接口.对于 SDK or in terms of libraries,“developer activation”Refers to let developers in the code for the first time import and call a function.Different developers to activate the journey of the products is not the same.If you want to further understand the developers journey,请参考 Todd Moy 写的《SendGrid developer journey》.

Web3的开发者关系

在Web3行业,DevRelresponsibilities and objectives of theWeb2非常相似.无论是Web2还是Web3,DevRelCommissioner to butt joint of different open source community,But every community has its own unique culture.Web3 DevRelCommissioner, the challenge is not the right tools to effectively track the measure indicators and simplify low-level development tasks.比如,Web2前端开发者可以使用React或Vue.jsMature and special tools,Therefore, development can be significantly reducedweb应用的时间.而在Web3行业,Such frameworks are not mature,因此Web3Educators need to devote more energy to support these new developers.

Web3 DevRel仍处于发展初期

虽然一些Web3The enterprise has established a completeDevRel部门,比如Consensys、Alchemy和Chainlink Labs,But this kind of enterprise is still rare.大多数Web3Only one start-up companyDevRel代表,or didn't even create the position,而是将DevRelTemporary assigned to different team members related functional head.

即使Web3The team has set up multipleDevRel岗位,These employees usually don't have muchWeb3的工作经验.many people are in the past12 within a month from google、Facebookand Amazon theseWeb2big business transfer.而Web2 DevRelThe community also began to notice the trend:2022 年1 月,DevRelCon创始人Matthew RevellTo predict the future year there will be a large number of excellent developer relations practitioners to block chain company.

因此,大多数DevRelCommissioner is still in the exploration stage,And in an effort to establish a set of best practices,Can provide support for the specific project objectives,Rather than simply integrating expertise.

DevRel对各类Web3Significant to the enterprise

在讨论Web3developer community,We briefly talked about the need to build several project type of developer community.Since developer community building belongs toDevRel的职责范畴,So the company if you want to build the developer community,就必须了解DevRel的工作机制.

Need to build the developer community companies usually divided into three broad categories,And these three kinds of the company's business goals are very similar.

Web3基础设施

Such companies tend not to bind an agreement,Instead, various tools and techniques will be developed,提升Web3生态的互操作性.

  • 数据预言机

  • L2扩容方案

  • interacting with the blockchainAPI接口

  • KYC管理平台

  • 分布式文件系统

  • 区块链应用SDK和中间件

DevRel的业务目标:Increase the number of integrations of company technologies,通过对APICalls and intelligent interactive fee contract revenue from.

L1区块链和DeFi协议

Usually by decentralized chain technology team to manage and maintain blocks,While developers education is the open source foundation is responsible for the,such as the Ethereum Foundation orCardano基金会.

DevRel的业务目标:Increase the number of items in the access agreement,Grow revenue with transaction fees,And their income is used to provide economic incentives for miners and node operators,to ensure network security.

Trading Platforms and Markets

This class is usually a centralized digital assets trading platform.Although this kind of platform mainly for end user,but also provide developers withAPI接口和SDK,To automate part of trading operations.

DevRel的业务目标:Increase the number of integrations,By lifting platform of all transactions,Earn income by charging transaction fees.Many agreements also provide free and paid polymerization trading data,开发者可以在自己的dAppIntegrate these data into.

如果Web3Start-up companies hope to establish market share in any of the above categories,need to invest earlyDevRel.通常来说,创业公司在pre-seedRound will focus on product development.And once financing is obtained,DevRel就显得至关重要,and it will build confidence for investors.

DevRelHow to help startup financing

If a start-up company can grasp theDevRel的要领,Will be more likely to be faster to complete the round.Heavybit(一家VC,Special investment developers preferred startup)的普通合伙人Dana Oshiro在一篇名为“The developer community defense capability and value”的演讲中提到,DevRelThe commissioner can inspire investors continue to provide financing for a startup.因为DevRelCan provide investors with they are interested in all kinds of data and index.

OshiroDivide financing into the following stages,and explains the stagesDevRel的职责:

种子轮

在pre-seedOr cold start phase,DevRelFunctions are usually temporary or randomly assigned to each founding team members.Team good at speech developer will be responsible for product demonstration;A co-founder will be responsible for the document;Another co-founder will be responsible for the developer to marketing.

  • 目标:在这个阶段,Potential investors can focus on is the founder of verify the fit product and market,And whether the early enough users to maintain product development.

  • Goals and Metrics:Investors interested in main indicator of early engagement and attention,Such as traffic、social media activity、社区注册人数、demoNumber of demonstration and developer feedback number.

  • 重点总结:如果DevRelFunctions are assigned to multiple team members,The startup must be centrally coordinated、track and quantify key areas ofDevRel工作.这样,When I was in la investment can improve the credibility,And after a few rounds of financing can also play a role in.

A轮融资

在这个阶段,It is necessary to set up a specialDevRel岗位.Start-up companies at this stage would face tighter standards,Because investors need to make sure the companies can reach the next milestone before money to burn.So they need a full-time staff to launchDevRelplan and track results,Can't let founder or development lead to part-time.

  • 目标:Investors focused on entrepreneurial firms can recruit and retain the developers,And start to benchmark successful projects.

  • Goals and Metrics:Investors hope the company can achieve the following goals:(注:These goals are specific measure,such as the number of developer interactions、Recommend customer number and keep the number of community members)

  • Build product and community awareness.

  • 招募开发者,Encourage developers call for the first timeAPIinterface or smart contract.

  • Triage and Transformation,get product feedback.

  • 重点总结:DevRelCommissioner's role is crucial,Can be responsible for establishing standardized processes,Collect indicators that investors are interested in,And to help developers to smoothly enter the ecological.

A轮融资后

在这个阶段,only by one personDevRelThere may not be enough jobs,This person may be very busy.The company will start toDevRelDivide jobs into multiple functions,Such as the developer community manager、Developers, marketing director or by region to divide,Such as according to the Asian region or English developers advocate.

  • 目标:建立防御能力.在这个阶段,Investors focused on entrepreneurial firms can recruit and retain the developers,And there are enough successful developers can be used as a reference and case.

  • Goals and Metrics:In the level of tens of millions of dollars of financing round,Investors want to see more detailed data,To let them have a thorough understanding of startup momentum,Ensure that the company can:

  • Maintain visibility and a n the momentum of the,And based on product feedback iteration optimization.

  • Keep real loyalty has stickiness developers.

  • To encourage developers to technology recommended to others,And promote spontaneous.

  • Github fork、集成、集成数量、The number of third-party applications and partners in ecological, etc are important measure.

  • 重点总结:Startups need to buildDevRel团队,Each member can be responsible for different functions and reach every key measure in the field of,Such as ecological growth and product involvement, etc.

当然,无论在什么阶段,Income is a key measure of,but income is notDevRel的主要职责.不过DevRelPersonnel must understand their plan to the business of the company's financial health degree which directly effects.sometimes it's hard to do,Because it difficult to plan some linked with income,And it takes a very long time to see the results,Especially for early stage startup is.

Early startup should pay attention to whatDevRel职能?

Many developers first startup will developers can assign and community development in the first.This does not mean that the company will ignore marketing or advocacy function,But I still would spread these functions in the team.While developers can assign and functions of the community will becomeDevRelfull-time jobs for commissioners.

The figure below shows the developers can assign and community in the first place of start-up companies is how to designDevRel岗位的.

早期Web3创业公司中 DevRel 关注的领域

Why pay more attention to developer activate rather than recognition?

首先要记住,This is just a fragment of a stage,rather than an eternal state.As entrepreneurial teams keep growing and growing,Focus will shift to the developer's recognition.But in the early cold start phase,Entrepreneurial firms tend to be more good at creating awareness,而不是留住用户.

特别是对Web3This is especially true for projects,Because the founder are facing huge pressure,Need to establish a network effects to attract investment.Focus is to let everybody much interest in the product vision and roadmap for its overall.

But there are countless programs are in competition developer time and attention.Therefore an attractive vision is not enough.If the developer experience bad or community feedback in time,These can quickly kill the developer interest,Eventually they will migrate to other experience better project.If can only build developer awareness to keep developers,那一切都是徒劳.

We already mentioned in the previous article how to build the developer community,So the focus of this article is the developer can fu.

Strategies to Improve Developer Empowerment

Most developers preferred company will take many of these developers can assign strategy.But many startups tend to ignore these strategies,Or will not execute.Developers can assign strategies include the following:

  • Development of high quality technical documentation、教程和入门指南.

  • Seminar for product oriented network、Programming live courses and teaching videos.

  • Develop clear error message,Containing each layer of the issues in the product architecture.

Startups often cannot effectively perform these fu can strategy,Because they did not expect to experience in the building of a comprehensive end-to-end developers.These enable strategy is sometimes called“The developer experience design”.

The significance of the developer experience design

The figure below shows how the developer experience design.这是SenGriddeveloper experience design,SenGridIs a trading and marketing email automation platform,The purpose is to let developers step by step in the journey to become active loyal users.

Todd Moy的流程图——资料来源.

This example comes from the《Developer Path Analysis》的案例研究,The case was developed by the product designerTod Moy发布.This is a very persuasive case,Because it covers the entire journey of developers,Covers the content and product contact.Moystudied a“Dewey”developer's journey,and tried to document his motives、pain points and bright spots.

This kind of journey is usually set by the product team,But if the core of the product is not the user interface,难度就比较大了.Developers preferred companies tend to attach too much importance toDevRel,This kind of company will develop a developers push the journey,And accurately summarize the developer“人格”.due to the earlyWeb3Almost no product manager position in the startup,因此Web3 DevRelSpecialist is very important.They will be responsible for the user research and product optimization work.

Web3How startups hire the right peopleDevRel人才?

在Web3行业,Companies toDevRel人才的竞争十分激烈.2022 年的《TrueUp Crypto岗位调研报告》发现,Web3For the demand of the relationship between community and developers post is four times the size of the other technology industry.This means that the startup need to be flexible set their recruitment requirements.

In the field of non-core relaxed requirements

由于DevRelTalent is very hot,So a startup company to flexible set position requirements,特别是在Web3Relaxed work experience and site requirements.

  • 工作地点:由于大多数Web3Organizations are highly decentralized,因此Web3Startups can easily make compromises on work site.唯一需要注意的是,In some jurisdictions recruiting employees could face some policies to;另外,Must guarantee employee's time zones around the contact ratio is high enough,In order to efficiently coordinate.

  • Web3的工作经验:许多Web3Job descriptions require applicants to have certainWeb3工作经验.其实,Job seekers only need to haveWeb2Technical experience in the industry is sufficient,因为Web3The technology experience can slowly accumulated in work.另外,If you willWeb3岗位感兴趣,They are likely to have mastered the intelligent contract、NFTand decentralization etc.Web3的基础概念.

然而,Many startups even on both eased conditions,It is still difficult to recruit the rightDevRel人才.如果是这样的情况,Startups can further easing conditions,Considering from other related disciplines of transboundary talent.

Looking for job seekers have relevant skills

Doesn't have to be recruitedDevRelProfessionals with experience.Because it's a new profession,So there are a lot of people from other areas of transboundary come over.比如,Startups can consider hiring a technical writing staff,在DiscordAnswer technical questions on;Hiring a Community Manager,Have technical knowledge and be able to write documents;or hire a developer,对DevRel岗位感兴趣,And good at communication technology.

For most startups,early recruitedDevRelPeople are what all can do a bit of generalist.但要记住一点,Almost no one can market、赋能、ADVOCACY AND COMMUNITY EVERYTHING.因此,You are looking for talented person must be able to meet the demand of you at the core of.

Emphasis on empathy

Regardless of the professional background of the job seeker,DevRelPost an indispensable ability is empathy ability.This requires a person can overcome their inner prejudice and existing knowledge.They need to understand the motive for the target user and the knowledge gap.Startup if you can understand the demands of different kinds of developers,Can better customization and product strategy to communicate,To meet the needs of target developers.

How to Assess Empathy

Evaluation of empathy ability is much more difficult than assessment technical ability,So during the interview empathy ability tends to be ignored.The company asks some common questions,To assess the social skills of job applicants,但DevRelTask is really stood on the developer's perspective.

One way is to get job seekers from“五个维度”Explain to different types of group aWeb3技术概念(注:“五个维度”源自WiredVery popular video series on).比如,Chainlink开发者倡导者Patrick Collin在一篇名为《为什么要Web3》explained in the article“信任最小化协议”的概念,And as it made after two people pull hook“unbreakable promise”.He realized that ordinary people are still not familiar with the concept of trust to minimize,So in simple popular language to explain the concept,for everyone to understand.A simple explanation of the concept of an uncommon,这是所有DevRelMust-Have Skills.

Another way is to give applicants prescribed a situation,For example, a developer encountered technical problems,and ask for help in the community.Job seekers need to play in this situationDevRelhelp him.The purpose of this task is to investigate how fast job seekers can clear the fundamental demands developers.这里要强调的是,The key is not to delve into the specific technical details of this task,But to understand the background of the problem happen.

Web3why moreDevRel人员?

Empathize with developersDevRelTeam is a good way to guide for new developers,Help them shortly complex technology of ecological.for many newcomersWeb3的开发者来说,Web3More like a city rather than a collaborative industry,Each city's unions are competing with each other.As interoperability becomes mainstream,This has also changed.However, most of the time is still hard to unified language and terms.This division is not only reflected in the language level,Such as there are different kinds of intelligent contract language;also at the conceptual level,Now there are various competing mechanism of consensus、协议、跨链桥、L1和L2等.因此,DevRelIn which commissioner to play the role of translation,Uncommon technical concepts translate into more familiar language.由于Web2development work withWeb3差异非常大,Therefore must simplify complex technical concepts to attract moreWeb2Developers cross over toWeb3.

DevRelPost unique is they need to keep the loyalty in two ways.一方面,DevRelPersonnel's primary responsibility is to ensure the success of the project.而另一方面,They also need to the developer community to the industry remain loyal.Regardless of whether these developers is their direct customer,They all want to see the developer to succeed.This vision inspired their creation more popular science articles,并在Stack OverflowWait for questions to be answered on the developer forum.This can effectively enhance the brand reputation of the company,But this is not to drive their fundamental goal.

更重要的是,Web3The success of infrastructure startup will be more and more cannot leaveDevRel人员.Web3Infrastructure development are,Entrepreneurs also realized that the market demand for decentralized infrastructure solutions is rising.And that means competition is heating up.In the same vertical startups will increasingly needDevRel专员,以在竞争中脱颖而出,And increase in market share of our developers.No matter who wins finally,如果Web3Startups can face up toDevRel的价值,This will make the entireWeb3行业受益.

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