Ignition's Rachel Chalmers on Rules for Radicals and Developer Marketing
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Transcript of Ignition's Rachel Chalmers on Rules for Radicals and Developer Marketing
![Page 1: Ignition's Rachel Chalmers on Rules for Radicals and Developer Marketing](https://reader033.fdocuments.in/reader033/viewer/2022042715/5598707d1a28abc86a8b481e/html5/thumbnails/1.jpg)
RULES FOR RADICALS Empowering your users to advocate within the enterprise
Rachel Chalmers @rachelchalmers
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outline
I. Introduction II. Rules for Moderates
Identify Reward Empower
III. Rules for Radicals
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about me
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go-to-market
Acquisition
Engagement
Monetization
Referral
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go-to-market
Acquisition
Engagement
Monetization
Referral
Creating Passionate Users by Kathy Sierra headrush.typepad.com
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go-to-market
Acquisition
Engagement
Monetization
Referral
Winning hearts and minds
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RULES FOR MODERATES
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Identify influencers Reward early adopters Empower evangelists
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identify influencers
Your influencers are the users you have made 10x more productive
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identify influencers
§ Understand that the user != the buyer § Create opportunities for your passionate users
to sell for you § Anti-patterns: mistaking buyers for influencers
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reward early adopters
§ Career advancement: provide training, certification, qualifications
§ Placement on enterprise advisory board § Grants and organizing tools for Meetups § Anti-patterns
avoid meaningless rewards don’t be boring
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empower evangelists
§ Help developers/IT operators speak the language of business
§ Show ROI to shadow analysts and stakeholders § Minimal viable product
PDFs Dashboards White papers
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empower evangelists
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empower evangelists
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empowerment anti-patterns
• Don’t listen to your users • Do it for them with one-size-fits-all marketing • Don’t give them tools to tailor messages to
their own organization and audience • Don’t let your users take center stage • Don’t give your users credit for their success • Rest on your laurels
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RULES FOR RADICALS
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saul alinksy § Founder of modern
community organizing § Worked in Chicago’s
South Side, Oakland § Stevenson, Buckley,
Daley were admirers § Influenced 2008
Obama campaign
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(5 out of 13) rules for radicals
1 Never go outside the expertise of your people 2 Whenever possible, go outside the expertise of
the enemy 3 Ridicule is your most potent weapon 4 A good tactic is one your people enjoy 5 A tactic that drags on too long becomes a drag
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never go outside the expertise of your people § “When an action or tactic is outside the
experience of the people, the result is confusion, fear and retreat. It also means a collapse of communication”
§ Build the thing that only your team can build § Sell to the people only your team can understand § Scale into adjacent markets only in organic ways § Iterate § Don’t lie
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go outside the expertise of the enemy § “Here you want to cause confusion, fear and retreat” § The enemy is the status quo § Get the incumbent on the defensive
Too expensive, too cumbersome § “The job of the organizer is to maneuver and bait the
establishment so that it will publicly attack him as a ‘dangerous enemy’”
§ This is super validating
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ridicule is your most potent weapon
§ “It is almost impossible to counteract ridicule” § Joke mindfully § Punch up
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ridicule is your most potent weapon
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a good tactic is one your people enjoy § Inside jokes § Lionizing heroes § Strong symbols § Face time:
Meetups Hackathons Unconferences
§ Safe spaces
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a tactic that drags on too long becomes a drag
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takeaways 1 Users are friends not food 2 UX > PDF 3 Read Saul Alinsky 4 Punch up 5 Safe spaces
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Thank you [email protected]