Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
GE Digital
Building Sticky Relationships
with Developer Experiences
Lothar Schubert, Head of Developer Relations, GE Digit...
April 9, 2018Presentation Title2
why
developer marketing
GE Digital
Relationships: It’s complicated.
6.8 stakeholders
involved in B2B purchase
Source: Harvard Business Review
B2B ...
GE Digital
56% of cloud developers are primary decision makers - Evans Data
B2B Product Developer Deal Influence
Pay-as-yo...
GE Digital
How to measure commercial impact
Notice
Discover
Consider
Convert
Adopt
Retain
Expand
Influence
Post-sale
Attri...
GE Digital
It does not end with the deal though…
What Decision Makers
Think is Being Used
What Developers
Want to Use
What...
GE Digital
Developers: even more valuable post-sale
Expose
Discover
Consider
Convert
Adopt
Retain
Expand
Influence
Pre-sal...
GE Digital
Developers integrate, innovate, increase use
Integrate
with systems
Innovate
with APIs
Increase
user access
GE Digital
https://www.geaviation.com/digital/flightpulse
GE Digital
There are more developers than ever
VPL
MIx
4GL
Java
Python
Node.JS
R
PyTorch
CUDA
Full Stack Data Science Low ...
Confidential. Not to be copied, distributed, or reproduced without prior approval.
Let’s blast ‘em all!
Presentation Title
Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 12
what...
GE Digital
“I'm one of those developers who thinks
that marketing in general is 'scummy’ ….
I love building things that pe...
GE Digital
What’s not to like about marketing
Scummy
Hyperbolic
Impractical
Noise
1000+
clickable links per day
source: ad...
GE Digital
If only we could change the experience…
Scummy 
Hyperbolic 
Impractical 
Authentic
Applicable
Actionable
GE Digital
No wonder developers love open source
Authentic
Applicable
Actionable
Open Source
Software
GE Digital
Not just open source
Authentic
Applicable
Actionable
GE Digital
Not just open source
Authentic
Applicable
Actionable
GE Digital
https://www.youtube.com/watch?v=_JPAa3lftso
GE Digital
GE Digital
Most organization
spend their time
marketing to the crowd.
Smart organizations
assemble the tribe.
Seth Godin, ...
April 9, 2018Presentation Title22
how
developer marketing
GE Digital
Engagement marketing in 4 steps
Source: Experiential Marketing, Smith & Hanover, Wiley
Connection Control Conte...
GE Digital
Connection Control Content Conversion
➢ Inspirational
➢ Educational
➢ Emotional
Confidential. Not to be copied, distributed, or reproduced without prior approval.
https://www.ge.com/digitalvolcano/
Conn...
Confidential. Not to be copied, distributed, or reproduced without prior approval.
https://www.ge.com/digitalvolcano/
Conn...
Confidential. Not to be copied, distributed, or reproduced without prior approval.
https://www.ge.com/digitalvolcano/
Conn...
Confidential. Not to be copied, distributed, or reproduced without prior approval.
https://www.ge.com/digitalvolcano/
http...
Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 29
Conn...
Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 30
Conn...
GE Digital
Connection: Emotional
Source: Predix initial launch event series 2015
GE Digital
Connection Control Content Conversion
➢ Journey sequencing
➢ Gamification
➢ Crowdsourcing
Confidential. Not to be copied, distributed, or reproduced without prior approval.
Control: Journey Sequencing
GE Digital
Control: Journey Sequencing
Confidential. Not to be copied, distributed, or reproduced without prior approval.
Control: Journey Sequencing
GE Digital
Control: Gamification
Control: Gamification
GE Digital
Connection Control Content Conversion
➢ Social media, blogs
➢ Videos, podcasts
➢ Sample apps
GE Digital
Content: Social media
GE Digital
Content: Videos, podcasts
http://www.pivotpodcast.com/
Confidential. Not to be copied, distributed, or reproduced without prior approval.
1-Column (No Rule) Layout
https://mmsf1...
Confidential. Not to be copied, distributed, or reproduced without prior approval.
1-Column (No Rule) Layout
April 9, 2018...
GE Digital
Connection Control Content Conversion
➢ Information
➢ Social
➢ Trial
GE Digital
Conversion: Information
http://ge.com/digital/iiot-for-developers-ebook
GE Digital
Conversion: Social
GE Digital
Conversion: Trial
Confidential. Not to be copied, distributed, or reproduced without prior approval.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 ...
GE Digital
… one more thing
Source: Experiential Marketing, Smith & Hanover, Wiley
Connection Control Content Currency
Com...
GE Digital
Community: Online (owned platform)
Community: Online (owned platform)
Community: Online (earned platform)
Community: Online (paid platform)
Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018The Developer's Point of V...
Community: Advocacy
GE Digital
Summary
1. Developers are (increasingly) marketing audience
2. Authenticity, applicability, actionability
3. Ex...
GE Digital
Building Sticky Relationships
with Developer Experiences
Lothar Schubert, Head of Developer Relations, GE Digit...
Developer Marketing: Building Experiences
Próxima SlideShare
Cargando en…5
×

Developer Marketing: Building Experiences

"In this discussion, we will cover the basics of experiential marketing campaigns, discuss metrics and ROI, and provide examples. We'll touch on social media campaigns, hackathons and developer events, and both digital and in-person experiences."

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo
  • Sé el primero en comentar

Developer Marketing: Building Experiences

  1. 1. GE Digital Building Sticky Relationships with Developer Experiences Lothar Schubert, Head of Developer Relations, GE Digital @Lothar_Schubert
  2. 2. April 9, 2018Presentation Title2 why developer marketing
  3. 3. GE Digital Relationships: It’s complicated. 6.8 stakeholders involved in B2B purchase Source: Harvard Business Review B2B buyers are more than ever: • Informed • Confused • Relying on tech expertise
  4. 4. GE Digital 56% of cloud developers are primary decision makers - Evans Data B2B Product Developer Deal Influence Pay-as-you-go APIs________________________ Developer Tools_____________________________ Platforms / PaaS______________________________ Applications / SaaS______________________________ SaaS leads to PaaS Developers aid (or block) software adoption
  5. 5. GE Digital How to measure commercial impact Notice Discover Consider Convert Adopt Retain Expand Influence Post-sale Attribution Models • User-based • Account-based Technical Marketing • Bottom-up • Top-down
  6. 6. GE Digital It does not end with the deal though… What Decision Makers Think is Being Used What Developers Want to Use What is Actually Being Used Source: Redmonk Free ebook: https://www.ge.com/digital/blog/why-digital-transformation-developer-s-game
  7. 7. GE Digital Developers: even more valuable post-sale Expose Discover Consider Convert Adopt Retain Expand Influence Pre-sale Post-sale
  8. 8. GE Digital Developers integrate, innovate, increase use Integrate with systems Innovate with APIs Increase user access
  9. 9. GE Digital https://www.geaviation.com/digital/flightpulse
  10. 10. GE Digital There are more developers than ever VPL MIx 4GL Java Python Node.JS R PyTorch CUDA Full Stack Data Science Low Code
  11. 11. Confidential. Not to be copied, distributed, or reproduced without prior approval. Let’s blast ‘em all! Presentation Title
  12. 12. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 12 what is developer marketing
  13. 13. GE Digital “I'm one of those developers who thinks that marketing in general is 'scummy’ …. I love building things that people enjoy using but I hate sales and marketing.” Hacker News, 2014
  14. 14. GE Digital What’s not to like about marketing Scummy Hyperbolic Impractical Noise 1000+ clickable links per day source: adweek
  15. 15. GE Digital If only we could change the experience… Scummy  Hyperbolic  Impractical  Authentic Applicable Actionable
  16. 16. GE Digital No wonder developers love open source Authentic Applicable Actionable Open Source Software
  17. 17. GE Digital Not just open source Authentic Applicable Actionable
  18. 18. GE Digital Not just open source Authentic Applicable Actionable
  19. 19. GE Digital https://www.youtube.com/watch?v=_JPAa3lftso
  20. 20. GE Digital
  21. 21. GE Digital Most organization spend their time marketing to the crowd. Smart organizations assemble the tribe. Seth Godin, ”Tribes: We Need You to Lead Us”
  22. 22. April 9, 2018Presentation Title22 how developer marketing
  23. 23. GE Digital Engagement marketing in 4 steps Source: Experiential Marketing, Smith & Hanover, Wiley Connection Control Content Conversion
  24. 24. GE Digital Connection Control Content Conversion ➢ Inspirational ➢ Educational ➢ Emotional
  25. 25. Confidential. Not to be copied, distributed, or reproduced without prior approval. https://www.ge.com/digitalvolcano/ Connection: Inspirational
  26. 26. Confidential. Not to be copied, distributed, or reproduced without prior approval. https://www.ge.com/digitalvolcano/ Connection: Inspirational
  27. 27. Confidential. Not to be copied, distributed, or reproduced without prior approval. https://www.ge.com/digitalvolcano/ Connection: Inspirational
  28. 28. Confidential. Not to be copied, distributed, or reproduced without prior approval. https://www.ge.com/digitalvolcano/ https://www.ge.com/digitalvolcano/ Connection: Inspirational
  29. 29. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 29 Connection: Educational
  30. 30. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 30 Connection: Educational
  31. 31. GE Digital Connection: Emotional Source: Predix initial launch event series 2015
  32. 32. GE Digital Connection Control Content Conversion ➢ Journey sequencing ➢ Gamification ➢ Crowdsourcing
  33. 33. Confidential. Not to be copied, distributed, or reproduced without prior approval. Control: Journey Sequencing
  34. 34. GE Digital Control: Journey Sequencing
  35. 35. Confidential. Not to be copied, distributed, or reproduced without prior approval. Control: Journey Sequencing
  36. 36. GE Digital Control: Gamification
  37. 37. Control: Gamification
  38. 38. GE Digital Connection Control Content Conversion ➢ Social media, blogs ➢ Videos, podcasts ➢ Sample apps
  39. 39. GE Digital Content: Social media
  40. 40. GE Digital Content: Videos, podcasts http://www.pivotpodcast.com/
  41. 41. Confidential. Not to be copied, distributed, or reproduced without prior approval. 1-Column (No Rule) Layout https://mmsf17.devpost.com/submissions Content: Sample apps
  42. 42. Confidential. Not to be copied, distributed, or reproduced without prior approval. 1-Column (No Rule) Layout April 9, 2018 42 Deep learning for Automated Rail Inspection Content: Sample apps
  43. 43. GE Digital Connection Control Content Conversion ➢ Information ➢ Social ➢ Trial
  44. 44. GE Digital Conversion: Information http://ge.com/digital/iiot-for-developers-ebook
  45. 45. GE Digital Conversion: Social
  46. 46. GE Digital Conversion: Trial
  47. 47. Confidential. Not to be copied, distributed, or reproduced without prior approval. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Predix Developers 2 year growth 40,000+
  48. 48. GE Digital … one more thing Source: Experiential Marketing, Smith & Hanover, Wiley Connection Control Content Currency Community ➢ Online ➢ In-person ➢ Advocacy
  49. 49. GE Digital Community: Online (owned platform)
  50. 50. Community: Online (owned platform)
  51. 51. Community: Online (earned platform)
  52. 52. Community: Online (paid platform)
  53. 53. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018The Developer's Point of View 53 Predix Builders Community: In-person
  54. 54. Community: Advocacy
  55. 55. GE Digital Summary 1. Developers are (increasingly) marketing audience 2. Authenticity, applicability, actionability 3. Experience drives new perspectives 4. Connection, control, content, conversion 5. Community !!!
  56. 56. GE Digital Building Sticky Relationships with Developer Experiences Lothar Schubert, Head of Developer Relations, GE Digital @Lothar_Schubert

×