Scaling Web3 Technology with Authentic DevRel 🥑 & Collaborative dev Innovation by Francesco Andreol

Transcript

cool so I think we can get started everybody think it's like post decompression token and uh almost leaping couple of people in the room are you guys excited yeah okay cool very cool very cool some energy in your room cool so this is a long title but long story short I just want to PE uh speak about how we can unleash Innovation around developers and why we need much more permissionless Innovation around web 3 so welcome everybody everybody's a Builder how many developers do we have in the room okay sounds good someone is around cool awesome the less energy so I just want to go through a little bit what are snaps for the people that maybe never tested never build one um and then a little bit like going more on a higher

level right now we're speaking so much about you know Dev different developer activation we're speaking different languages around Matrix Roi and funnels right so uh this is something that I've been working on uh um since couple of like months I would say but the idea is to just uh speak the same language with the same framework so that we can start understanding how we can speak about Roi and metrics um cool let's get started about myself this is like a fun uh fun picture uh back in uh back in Denver and uh they even like told me like to wear it so I would say okay let's do it and uh but yeah I'm um it's almost like three years I'm at metamask and I'm leading a bunch of like deral activation uh building their developer community and all these

efforts around Mamas naaps and everything everything that has to do with um uh with permission list Innovation today I'm also helping out different products like Linea andura and yeah I'm just super excited to be around developers and uh yeah and uh focus on uh developer feedbacks and uh building their Community around it I'm also a chess player I'm not that good I'm trying to get better and uh yeah I'm also investing a bunch of startups around Subs Africa cool snap snap snap so who already installed a snap today and is actually using maybe daily weekly or something no one not a lot of people how many yeah a couple of people how many people build a snap yeah in an hackaton maybe no I don't know maybe the

live stream will know but long story short what are snaps right um back in the days you wanted to extend the functionality of what the wallet was doing so basically like Snaps are nothing else as this right so you can call it like possible addson similar what you have on your uh Google Chrome extension and you can extend the functionality on different uh level right could be non evm uh could be notification there are different use case so from um Cosmos to BTC snap you will see notification snap for gamer and specific dii uh users you will see also like some cool uh MPC and TFA uh account recovery snaps uh I'm super interested always around the privacy and U and

security snaps so basically what you can do with some security snaps you got you get flagged if you're interacting with a malicious account so before even sign you get notification about who are you signing with and uh if there is some like um level of um um problems around around the uh address that you are interacting with and also like there are different things there transaction inside is something that we launched at the beginning so snaps were available before being on the main extension there will be a flask I don't know how many of using flask today for developer environments but flask is the canary version of of metamask and you have bunch of like developer setting so if you're doing the hackaton I don't know how many of you guys are hacking today

but uh yeah you should definitely check it out the history so this is not about flask right what was the history about snaps today right so then fley the co-founder of metamask wanted to add a Solana uh extension right and then we say okay how we can do that building natively we can build some sort of kind of modularity and then like all these kind of like things happened since DEFCON 5 presentation that they want to add more and more feature around uh modularity of uh different use case right and the Solana uh and the cosmos naap were one of the first being uh built and then they said ourself okay what if you're building your own product you have your own API how you can

interact directly with the extension Source base right and uh that's basically where everything started and then they said okay we're getting something like we had maybe last year we had something like six or 7,000 open PRS it's impossible to keep up with the uh Innovation and that's basically what happened with um uh with SNAP so they build a full low-level infrastructure to build on top of it for enabling uh extension and functionality expansion for anybody in the community so it could be from your uh individual contributor uh developer in and aaton could be uh until like big organization and start that they want to build and leverage their own product and getting into the uh big um uh metamask users uh us case

uh user case that you have today right so this is why building a developer community and ecosystem is key this is why we want to have a specific like framework and defining like why Deval is important today and we need to align always on different uh um activation and I don't know if you guys are any Dev in the room uh we have a cool uh chat that we're debating different metrics different activation uh daily and uh a lot of times you know like we're always speaking about different activation from different uh angles right that's why we need to have I think kind of like an overarching like structure and understand that you know de is a function that it brings um is not just bridging different products but it's

also like you need to bring much more transparency around your uh developer boarding uh around your tooling these are the two things right you have your development side and your relationship side right I'm I'm advocating a lot even internally like speaking about suggesting specific structure and today like the biggest difference that I see is always like people are more focused on content creation and dynamic content creation and much more like focus on docs optimization and other people are much more focused on the relationship that's why like the the suggestion here is around advocacy so advocacy could be like leveraging your deps being build by uh by devs could be leveraging your content build by your developer evangelists and pushing this around uh

meetups and uh and Finance could be Evergreen activation but could be also one shot activation both IRL and non IRL so and then I asked myself uh what is the true developer or builder needs around right we didn't had any activation before I'm seeing so many like Deval discussion and panel around Frameworks and then I thought myself this has nothing to do with uh whatever product You're Building whatever like development tooling you have right so you need to basically strategize and build a specific framework and then I thought myself okay I remember this back in the days right this uh I don't know how many of you guys remember the maslo hierarchy of needs and then I thought myself okay how we can actually convert this in a uh hierarchy of needs of

Builders and and that's basically where I where where I come out right so uh pushing like five specific like stages of builder needs and before even going to the next level you need to satisfy your lower standard I I'm trying to build like a paper on this but the long story short is that you have uh developer low needs like you know stuff like access to resources basic education your dogs need to be on place you want to have your 30 minutes tutorial you want to have your two hours uh tutorials in on do but most important you have also want to have some kind of like education or Academy ongoing that is um nurturing the relationship with those devs online but also like it need to be Evergreen because you cannot scale with one time activation and then you're

starting with like uh providing devs on the second stage on uh safety this is nothing else as providing a safe space for developers to give feedback criticize whatever you're building and also prioritize your road map because the best people that can uh criticize and give priority feedback are the developer in the community than the developer they are building with your own product and then we go on more like on the third level is more around like you know smaller aaton Focus localized developer community and then specific problem around like ambassadors and Community engagement and then we go more uh online so focus on uh uh cool uh ecosystem and product commit calls and then you know like Ambassador rewards

and specific like condition the long story short here is that following something like this gives you a lot of like um excitement about not just building your devl strategy but also like excitement about how to speak with other devil around your space because right now we have different uh uh activation we have different metrics and we're always speaking about about what has better RI but we never uh kind of like a line of what is needed in order to uh get better on what we're doing but also in the same time you want to have company that are align and do prioritize uh things like you know getting your docks uh on uh on the first place better and for even like on boarding better uh

developers IRL or even like a lot of company that I'm speaking about there don't even have like an academy you know an evergreen specific like funnel that you can get developer excited this is like the Cure uh uh the quick like research but uh if you guys if you want to get um yeah a longer read because I think we have 10 minutes so long story short we want to also transition specifically like from a uh web two kind of thinking to a web three the less to learn here and I don't know if you guys have been in different stuff like Builder kns or like Evergreen cookbooks that's what we called but long story short we want to uh you want to make sure that you are uh Co inovate with other partners you want to build this web three Festival company together

and focus on a topic on a vertical and that's how you're building this safe space so this goals has nothing to do with like conversion in developer in the developer funnel but uh but is leveraging other uh developer Community to build something and have this kind of safe space for uh developers the second big part of Lesson Learned was uh trying to build authentic relationship don't you know don't do stuff like you know with big corporate accounts trying to evolve people developers you cannot really Market on developers as anybody know here uh so the mostly um important part is that trying to be authentic you know and I think you know in your journey you will be you will do a lot of like uh errors and I think you will

learn a lot all around this so uh big first part you know you focus on the educational curiosity we spoke about that traditional marketing tactics uh is definitely a no noo where you want to go and uh try to be authentic and also like understanding your uh developer stage that you're talking to right if you want to do a workshop really trying to understand what target audience you will do the workshop with and uh and that's why like it's is extremely important that you're fine-tuning your Workshop or your talk based on the the people that you have uh uh in in the audience So speaking about the funneling part right and this is also like a problem that I see around different companies that everybody is speaking about different funnels on

different stages on different developers and we don't really speak about the same language so this is the second framework uh that I iterated on and it's basically a mix of uh value boarding to product conversion and I will tell you right now that maybe 95% of companies are literally doing the second part right the product specific conversion you will go in a workshop and people will like start to say hey build with this right now and you will really not build the safe space before in order to get them excited because it's not about about the problem of people are coming into your ecosystem because they find it accessible but also they are excited about you as not just a th leader in the space but also excited about that you want to bring Innovation the the product

on boarding is coming as a second priority and uh that's why like this big part like the first the value driven on boarding is extremely important and can be also like being pushed from IRL to Virtual right could be like an example for virtual could be like those uh product agnostic Community call where you are uh speaking about specific topics right like IRL could be like those Builder kns that we are running like fully verticalized right we started with 447 uh we spoke about 6900 uh we did a layer to uh Builder Knight in Istanbul two days ago we did a reaking very focused reaking uh uh panel and U and topic but the idea is to really bring a Thor leadership topic around and then you can still do your

product specific conversion we run this Workshop called in bilder day those are very focused Workshop around the technology and you want to have also concrete fact to to build that and all this funneling if you think about this is independent to product that's why I put product one two or three right um and then you know in the lower part whenever you build this authenticity you want to also be sure that uh you are you're being authentic but most important like you have all skills around the conversion you so both funnels you will have different type of devil but also different type of met metcs and different type of like skills needed in order to cover that I don't know if you I mean for example in hackaton people are staying at the booth if you're a sponsor that's sing at the

booth and you have also like devs that are going out to tables trying to really support developers so you need to have both side of the medal um but uh but but the most important part you understand which type of funnel you are and which activation because all this the only things that I learn like being at at at consist during the past year is definitely like a biggest like importance of your job is also like trying to strategize and to sell uh in the best way possible your activation inside your company you know and I think that's something that we are not speaking a lot uh even in those Deval panels uh that we're doing those days cool so uh just just quite like going forward I think we we are almost on time your docks are your Mo most valuable

assets you want to adjust for your uh developer Persona skill levels so always following this two framework I think that's quite clear uh um make sure that you're running both questions and opportunity for improvement just this a quick example right with snaps we run six different hackaton we reiterate on our docks six different times and was quite amazing because we went back to the engineering team and we rebuild uh from scratch docks based on like the feedback we had in uh in different acons uh and that's basically the fourth point right right use bounties not just a developer feedback tooling but also like trying to push your internal team to ship and PR prioritized features we spoke a lot about one shot activation I also want to emphasize like

engagement uh continuous engagement with Evergreen activation is super important you want to make sure that you're trying to feed uh single hackaton to main um two main uh uh activation could be Evergreen hackaton could be like uh uh doing building some like we have something called metamask learn we had you know consist Academy so something that has around nurturing um and scaling the community that is not IRL so I think that's one also like one big part and also like uh things like um developer ambassador program is super important uh running different courts and uh and as I mentioned before like running virtual hackaton they are putting together different players

online one things that I also like learned during the past years was also uh you as to build a platform where you can actually like shout out different developers contribution all the time right even the smallest uh contribution you want to always create this kind of like superar uh community and Shout Out could be like you know bringing them in some kind of dedicated developer directory could be like you know shouting them on socials could we make them presenting uh in a product specific Community calls we're running this community call monthly and we having a lot of like aaton winners presenting a lot of like PR contributors presenting and I think this is is one of the most important uh under leverage thing in uh

in um in developer Community Building yeah so uh this basically like is kind of like the Mantra that we follow also for building the community around uh around snaps uh as I mentioned before anybody can build any snaps today right Community from IND individual contributor to Enterprise and in order to scale your product this is the only way that you can push Innovation around the community not just you know passively hearing feedback but actively getting contribution with f with basically functional feature extension so modularity is also like key here so I'm almost done uh this is like a cool link for the snaps directory I will not

show this was part of like a a cool Workshop here you will see like different uh there are four different categories that I mentioned before inop that you can basically do your first transaction with Solana BTC um and uh and uh there are different and like Cosmos snap it's also quite cool um and this is native Native integration right you install your snap it's two clicks and you have your snap installed and automatically you get this feature um on uh on your extension today uh security is also like the one that I mentioned before so you will get flagged if malicious account are happening uh and uh before even signing so I'm using that daily it is actually quite uh quite useful communication snap that something is used mostly around the uh Gamers so you can basically like start to do chat

uh between uh uh between two accounts not just sending transaction but basically chatting is actually quite cool and then account recovery so account management uh is a big big part so MPC account recovery uh it's it's also like a cool category that we want to check it out for the developer in the room they want to start building a snap is quite straightforward we have a snaps directory we have snaps templates there is bunch of workshops but most important like you know we we're always providing Bounty the hackaton and also we have virtual hackaton uh and the snap is nothing else as a um MPS package uh that you can uh download and and rebuild based on your uh product API cool big shout out to Patrick to all the e Dubai

team that uh that organiz this and uh yeah let me know if you have any questions I think we are almost we are actually 3 minutes on time awesome thanks everybody [Applause]