Developer Relations - The Next Generation

David Intersimone “David I”

Vice President of Developer Relations and Chief Evangelist

davidi@embarcadero.com

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Who is David I?

• Work at Borland->Inprise->Borland->CodeGear->Embarcadero since June 1985• Wrote my first program in September 1969• Evangelist and Developer Relations since 1991• Computerworld “All things Development” blogger• Cheerleader for development and developers• My office is in

– Scotts Valley California– San Francisco, California (headquarters)– Hotels– Starbucks– On the Internet– At 37,000 feet

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Embarcadero Technologies providesdatabase professionals and application developers

with award-winning, heterogeneous toolsto design, build, and run their

software applications and database systems.

We dramatically simplify and accelerate application and database development and optimization.

Embarcadero Value Proposition

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• Database Administration• Security and Compliance• Performance Management• Database Change Management• Database Design &

Documentation.

• Rapid Development• Code Optimization• Testing• Tuning• Debugging

• Rapid Development• Code Optimization• Testing• Tuning• Debugging• Foundation, for

standardization, consolidation, and communication

• Data Modeling• Data Governance• Reporting and Communication• Meta Data Management• Conceptual & Process

Modeling

We’ve got you covered

Architecture Application Development

Database Development

Database Administration

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• Delphi• C++ Builder• JBuilder• Delphi Prism• Delphi for PHP• 3rdRail• J Optimizer

• DBArtisan Workbench• Change Manager• DB Optimizer• Performance Center• ER/Studio Data Architect

• ER/Studio Data Architect• ER/Studio Business Architect• ER/Studio Software Architect• ER/Studio Repository• ER/Studio Portal• Meta Wizard

• Rapid SQL and/or Rapid SQL Developer

• Change Manager• DB Optimizer• ER/Studio Viewer• ER Portal

Different Roles

Architecture Application Development

Database Development

Database Administration

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Licensing- Compliance- Reporting- Tracking- Named/Shared

Manage and runEmbarcadero tools

- DBArtisan- ER/Studio- Others

All Embarcaderotools in one ToolBox

Delivery- Provisioning- Versioning- Configurations- InstantOn

License Core

All-Access

a la carte

ToolCloud

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Developer Relations

• Responsibilities– Global Evangelism – attract and nurture developers– Global developer community - EDN– Technology Partner (Tools, components, libraries) Portal– Webinars, Upgrade-a-thons, Marathons– User groups / Tours / Workshops– Online & FaceToFace Developer Conference(s) – field marketing/sales

• CodeRage• DataRage• Developer Days

– Educational and Viral Videos – YouTube, etc– Programming Contests

• Our “Bosses”– Millions of global developer customers– Field Sales / Marketing– CEO and CMO, R&D

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Company / Community Site Today

• Web infrastructure – Joomla and custom• SalesForce and registration database• Eloqua – marketing, communication, campaigns, nurturing• Community by Product, multi-mapped content• Web shops, affiliates – Digital River• SEO – content optimized for Google (80% of traffic)• Analytics – WebTrends, Google Analytics• Localization – 24 languages, URL patterns (/br/article/nnn)• Webinars – MS Live Meeting• Application Showcase – customer success stories• Surveys – Survey Monkey• Wiki(s) – Doc and MediaWiki (Delphi Prism)

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Company / Community Site Today

• Articles – GetPublished, Joomla, WordPress/external blogs, Wiki• Code – CodeCentral, Wiki• Companion products - Partner search• Social Networks - Twitter, Facebook, LinkedIn• Social Bookmarks / Tags – Digg, Google and others / Tag Cloud • Videos – YouTube, MetaCafe, Tubemogul and HeySpread• Feedback – QualityCentral, Threads, JIVE (web forums)• Feeds for articles/blogs/events/code/everything – RSS, Atom• Search – Lucene• Downloads – Akami and CodeCentral• TeamB (mostly for web forums support)

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Must Do List and Lessons Learned

• Content is king but you don’t have to create it all – it’s out there• Employees are busy – but some will help• Encourage and promote your luminaries and partners• Leverage social networks• Provide RSS feeds and aggregation• Celebrate the community• Human “contact” is vital• Support PCs and Smart Devices• Success Metrics – many and varied, different optics by department

– Trial Downloads– Purchases / Product Registrations– Webinar, Tour attendence– SEO - Google Rankings– Surveys– Articles viewed– CodeCentral downloads– Conversations

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Benefiting from the Cloud?

• Developers use the Cloud for– Information– Answers / Solutions– Downloads– Open Source projects– Finding jobs– Socializing– Application development– and more…

• How can you create a Developer Relations program in the cloud?

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Developer Relations in the Cloud

• Content – Google Wave, YouTube• Wiki – Wikispaces, Google sites, Socialtext, PB Wiki• Blogs – WordPress, Typepad, LiveJournal, Blogger• Social Networks – Facebook, Twitter, LinkedIn• Social Networking - Ning, People Aggregator, JomSocial• RSS feed aggregation – Google feedburner, Bloglines, AllTop• Code – Google Code, CodePlex, SourceForge• Jobs – Rent-a-Coder, Guru.com, Experts Exchange

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Developer Relations in the Cloud

• Answers – Stack Overflow, Answers.com, Yahoo Answers• Calendar/Events – Google Calendar, eVite• Webinars – Freebinar, Zoho Meeting, Yugma• Database – Amazon SimpleDB, Google BigTable, MS SQL Azure• Applications – Amazon, Google App Engine, Salesforce• Application Integration / API(s) – REST

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5 branding lessons of Lady Gaga

• Give fans a name• Make it about something

bigger than you• Develop shared symbols• Make your customers

feel like rock stars• Leverage social media

http://www.churchofcustomer.com/2010/02/loyalty-lessons-from-lady-gaga.html

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“Make Evangelists, Not Sales”

• Rule #5• Guy Kawasaki

– “Rules for Revolutionaries”– HarperCollins Publishers– ISBN 0-88730-995-X

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Call To Action

• We are members of a unique group• We can all help move development and developers forward• We can work together beyond the annual Evans Data DRC• I am ready, willing, and able to jointly reach out to developers• Contact me:

– davidi@embarcadero.com– Office: +1-831-431-5399– Mobile: +1-831-435-9366– Skype: davidi99

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Q & A

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Thank You

davidi@embarcadero.com

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