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In this Heavybit Speaker Series presentation, Twilio's Meghan Murphy discusses the ROI of developer communities. Meghan Murphy is Twilio's Senior Manager of Community Programs. She currently leads the community team and drives strategy on defending, nurturing and inspiring developers. She also manages Twilio.org, the social initiative that empowers nonprofits with communications technologies. Full video available here: http://www.heavybit.com/library/developer-marketing/video/2014-08-12-meghan-murphy
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HI. I’M MEGHANCommunity at twilio
COMMUNITY MARKETING
• Why Community should be an early hire
• How to define the right Community hire for you
• How to measure the impact
WHERE TO START
WHAT ARE YOUR IMMEDIATE COMPANY NEEDS?
• To convert leads
• To handle inbound support
• To manage content and social marketing for hyper-growth
• To cultivate a user base through relationship-building marketing
• To nurture existing customer base
Growth Hacker!vs!
Field Marketer!vs!
Developer Evangelist!vs !
Community Manager
WHERE COMMUNITY LIVES
• Marketing • Product • Support • Operations • Direct to CEO*
Community
Support Sales
Marketing
Developer !Evangelism
Product
Recruiting
TWILIO COMMUNITY MISSION
To inspire Doers to change the world with communications, nurturing Barn Owls into Great Horned Owls.!
MEASURING SUCCESS
OBJECTIVES OVER TIME
Company / Customer Base Size
Awareness
Growth
Qualified Lead Gen
DIRECT ROI
• Top of funnel • Events • Make it programmatic
INDIRECT ROI
• The long tail game • Community Catchall • The feels
OTHER CMGR METRICS
• NPS
• Ambassador Program Growth
• Crowdsourced contributions
• Bug Program
NOW WHAT?
START TODAY• Learn
• CMX Hub
• Community Roundtable
• Servant as a Leader
• Purpose Driven Church
• Define Your Success
• Community Goals
• Metrics
FIND A CMGR
• SF CMGR Meetup • OCTribe • Recovering PR • Passion
CONCLUSION
• Community • is a powerful marketing tool • a long tail investment • evolves with you • has real business impact