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Senior Developer Advocate at Asana, prev Appsmith | Keynote Speaker & Storyteller | Google Developer Expert. 16+ years building technology for startups and enterprises (IBM, Google, Microsoft, Nintendo). 60+ keynotes worldwide. I turn complex tech into content that drives real product adoption. I help companies build DevRel programs that drive measurable adoption.
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Empowering DevRel pros! Discover expert strategies, community-building insights, awareness, engagement, conversion, and career growth tips in this exclusive DevRel-focused blog series.
Find the Friction. Fix the Funnel.
Find the Friction. Fix the Funnel.
If you want to stand out as a Developer Relations professional, there's one concept most people overlook—one that separates tactical and strategic DevRels from just content creators or evangelists: Pr
Welcome to Week #14! Been sick for two weeks. But I'm back! Missed you all. Let's dive in. 📺 Video of the Week I had the chance to see all Blackmagic's announcement at NAB in Las Vegas and I'm really eager to show you what's new. The latest DaVinci ...
Welcome to Week #11! I'm writing this one from Durham, NC, because I'm presenting at the All Things Open AI Conference! Let's focus on quality that doesn't break your budget. 📺 Video of the Week: Story First, Everything Else Second I hate regular ...
Welcome to Week #9! Last night, I watched The Oscars. As a person who loves cinematography and filmmaking in general, I try to incorporate great film techniques into my DevRel videos. As Developer Advocates, we're storytellers first, technologists se...
The position of a DevRel Advocate can often be challenging to explain, don't you think? It's not as simple as just creating videos and speaking at events, although those are definitely important aspects of our dream job. The truth is, the role of a DevRel Advocate goes far beyond that and encompasses a wide range of responsibilities.
In the fast-paced and ever-evolving world of technology, some key individuals play a pivotal role in bridging the gap between developers, communities, and companies. These individuals are known as DevRel Advocates, and they possess a unique skill set that allows them to navigate various domains with finesse. As a recent addition to the Appsmith team, a leading open-source development tools company, I would like to shed some light on this lesser-known yet crucial role and explain how my prior experience perfectly dovetails into this position.
So, what exactly is the role of a DevRel Advocate? Well, we are professionals who act as intermediaries between developers and businesses. Our primary mission is to build and nurture developer communities, encourage the adoption of new technologies and tools, and assist development teams in maximizing their potential. We are like technical ambassadors, facilitating communication and collaboration between various stakeholders.
But what does that mean in practice? It means that as DevRel Advocates, we wear many hats. We are digital polyglots, fluent in the language of programming, open-source communities, marketing, and content creation. We can navigate the complex landscape of technology with ease, serving as a bridge between developers and businesses. We understand the needs and challenges faced by developers, and we work closely with them to provide support, guidance, and resources to help them succeed.
There are several types of DevRel Advocates:
Community-Focused DevRel Advocates: These advocates are dedicated to building and nurturing developer communities around a specific product or technology. They create an inclusive environment where community members can freely share feedback, ask questions, and collaborate. Their responsibilities often include:
Interacting with community members through forums, social media, and events.
Organizing and hosting community events, hackathons, and meetups.
Creating and curating content, such as blog posts, tutorials, and videos, to support community engagement.
Managing and moderating community channels like Slack, Discord, or online forums.
Content-Centric DevRel Advocates: Content-focused DevRels concentrates on educating developers and creating relevant content. Their role is to produce educational materials that help developers understand and effectively use a particular product or technology. Their responsibilities often include:
Writing technical documentation, guides, and tutorials.
Producing blog posts, articles, and whitepapers.
Creating video content, such as YouTube tutorials or webinars.
Hosting podcasts or webcasts related to the product or technology.
Managing official social media accounts and engaging with the audience.
Product-Centric DevRel Advocates: These advocates are primarily concerned with improving the user experience for developers who want to use a specific product. Their role involves understanding user feedback and enhancing the product accordingly. Their responsibilities often include:
Gathering and analyzing user feedback and pain points.
Improving product documentation and user guides.
Creating code examples, templates, and SDKs to make product integration easier.
Collaborating with the product development team to advocate for user needs.
Conducting workshops, webinars, and training sessions on how to use the product effectively.
Developer Advocates Focused on Events: Some DevRel Advocates specialize in event management and speaking engagements. They are responsible for representing their company or product at various industry events and conferences. Their responsibilities often include:
Identifying and attending relevant conferences and events.
Delivering keynote speeches, talks, and presentations.
Organizing and hosting webinars, workshops, and live demos.
Networking with developers, potential users, and industry experts.
Promoting the product or technology during these events.
Platform or Ecosystem DevRel Advocates: These advocates work on creating, expanding, and managing platforms, ecosystems, or marketplaces that are built around a specific product or technology. Their responsibilities may include:
Building partnerships with third-party developers and companies.
Creating and maintaining API documentation and developer tools.
Providing technical support and guidance to third-party developers.
Encouraging the development of third-party apps, extensions, or plugins.
Ensuring the success and growth of the platform or ecosystem.
Academic DevRel Advocates: These advocates focus on engaging with educational institutions, such as universities and coding boot camps. They collaborate with educators and students to foster learning and adoption of specific technologies. Their responsibilities often include:
Establishing partnerships with educational institutions.
Developing educational programs, curricula, and materials.
Conducting workshops, lectures, and training sessions for students.
Offering resources and support to educators who teach relevant subjects.
Advocating for the integration of technology into academic settings.
My role at Appsmith encompasses ALL THESE (well, except for the 6th), take a look at the following image explaining what I'm focused on.
This striking image is credited to James Parton and Caroline Lewko. You can find further details in their book, 'Developer Relations: How to Build and Grow a Successful Developer Program.' It is crucial to acknowledge the ownership of the authors and note how this image effectively illustrates the day-to-day experiences of a Senior Developer Advocate like myself.
My entry into the world of DevRel Advocates isn't the result of a random decision but rather the outcome of a career built with dedication and passion. With a solid background as a systems engineer and a successful stint as a CTO in renowned companies, I've gained profound insights into the needs and challenges faced by development teams.
My journey started with my first talk at the age of 19 in 2011. It continued with active involvement in open-source communities, initially with the Drupal community, where I had the privilege of sharing incredible experiences, learning, and meeting people who taught me a lot and helped me grow as a professional for more than 7 years. First as a community member, then started speaking, then joining the organizing team, then getting invited to international events and finally speaking at the DrupalCon in 2016 at New Orleans.
Nowadays. As a Google Developer Expert in Google Cloud, I contribute to the community through content, courses, and YouTube videos, focusing on collaborative development speaking around the world at multiple events.
Finally, my knowledge in cinematography, drone operation, aerial photography, film production, and ARRI cinema camera operation are skills I've acquired over the years. I'm a graduate of Film School and a certified editor and colorist (color grading) with Blackmagic Design's Davinci Resolve. Additionally, I received certified drone pilot operation training from DJI. For the past seven years, I've worked alongside my wife in her photography studio, where I've learned A LOT about lighting, production, editing, and composition.
This unique blend of skills enables me to convey technical ideas creatively and compellingly to a broad audience.
❌ Myth 1: DevRel revolves around giving away free swag 🎁
✅ The truth is: While swag can be enjoyable, authentic DevRel focuses on delivering value, providing support, and assisting developers in their success journey. It's about building relationships, not just handing out freebies.✨
❌ Myth 2: Anyone can do DevRel 😏
✅ The fact is: Excelling in DevRel demands a distinctive blend of technical expertise, empathy, and exceptional communication skills. It's not a role for everyone; it's for those who can authentically connect and engage.
❌ Myth 3: DevRel is merely a marketing tool 💹
✅ The reality is: DevRel is the art of cultivating robust developer communities, promoting effective communication, and nurturing collaboration between developers and your organization. It acts as a bridge 🌉, not merely a megaphone 📣.
❌ Myth 4: DevRel is a solo endeavor 🙎♂️
✅ The reality is: DevRel thrives on collective effort 🫂! Effective DevRel frequently involves collaboration across various departments, from engineering to marketing. It's all about working together to bolster the developer community.
❌ Myth 5: DevRel is exclusively for large corporations 🌿
✅ The truth is: Small startups and open-source projects can reap significant benefits from DevRel as well! It's not about the company's size; it's about nurturing meaningful connections within your community.
❌ Myth 6: DevRel is all about metrics and numbers 📊
✅ The reality is: Metrics are essential, but genuine DevRel transcends data. It's about comprehending developers' needs, addressing their pain points, and creating an environment in which developers can truly thrive.
A DevRel team at Appsmith is essential for several reasons. Firstly, it helps expand the user community and fosters platform adoption. By facilitating learning and effective use of Appsmith, a virtuous cycle of feedback is generated, driving continuous platform improvement.
Moreover, my role as a DevRel Advocate at Appsmith plays a critical part in the product's evolution. Being in direct contact with developers allows me to collect valuable feedback, identify issues and opportunities, and relay this information to the development team. This ensures that Appsmith constantly adapts to the evolving needs of the community.
In summary, the role of a DevRel Advocate is a unique blend of technical expertise, communication skills, experience in development communities, and a passion for open source. My background as a software engineer, CTO, and active participant in open-source communities has prepared me to embrace this challenging and rewarding role at Appsmith. As a DevRel Advocate, I have the privilege of building bridges between developers and technology, contributing to the growth and success of Appsmith and its user community.