![Page 1: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/1.jpg)
© 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Adam FitzGerald
Head, Worldwide Developer Marketing Amazon Web Services
Inside Developer Relations at AWS
Three rules for operating at scale
@DevRelChap
![Page 2: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/2.jpg)
![Page 3: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/3.jpg)
![Page 4: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/4.jpg)
![Page 5: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/5.jpg)
2009 2010 2011 2012 2013 2014 20162015
“Active customer” is defined as a non-Amazon customer with AWS account usage activity in the past month, including the free tier
Over 2 Million Active Customers
![Page 6: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/6.jpg)
Largest Number Of Start-up Customers
![Page 7: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/7.jpg)
Largest Number Of Enterprise Customers
![Page 8: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/8.jpg)
Largest Number Of Public Sector Customers
![Page 9: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/9.jpg)
A Broad Global Footprint… Expanding in 2017
![Page 10: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/10.jpg)
How do you grow to 2 million developers?
![Page 11: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/11.jpg)
Solve a real problem for developers
![Page 12: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/12.jpg)
Title Only
![Page 13: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/13.jpg)
Make it easy to get started
![Page 14: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/14.jpg)
Free Tier, 10 min tutorials
![Page 15: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/15.jpg)
Free Tier, 10 min tutorials
![Page 16: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/16.jpg)
Provide excellent documentation
![Page 17: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/17.jpg)
feedback
![Page 18: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/18.jpg)
Listen to customers
![Page 19: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/19.jpg)
AWS Developer Relations
![Page 20: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/20.jpg)
AWS Developer Relations
![Page 21: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/21.jpg)
AWS Product Engineering
![Page 22: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/22.jpg)
AWS Developer Relations
3 Rules
![Page 23: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/23.jpg)
Rule 1: Meet developers where they live
![Page 24: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/24.jpg)
![Page 25: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/25.jpg)
![Page 26: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/26.jpg)
![Page 27: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/27.jpg)
![Page 28: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/28.jpg)
Hackathons
![Page 29: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/29.jpg)
Teaching Tomorrow's Cloud Workforce Today
![Page 30: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/30.jpg)
Choose Your Career Path28 careers – 30+ hours of content – access to labs and AWS Technical Essentials
![Page 31: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/31.jpg)
AWS Loft – San Francisco
![Page 32: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/32.jpg)
![Page 33: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/33.jpg)
AWS Loft – New York
![Page 34: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/34.jpg)
![Page 35: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/35.jpg)
![Page 36: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/36.jpg)
Rule 2: The customer’s voice is most authentic
![Page 37: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/37.jpg)
Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, May 28, 2014. This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should
be evaluated in the context of the entire report. The Gartner report is available at http://aws.amazon.com/resources/analyst-reports/. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise
technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed
or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
2015 Gartner Magic Quadrant for
Cloud Infrastructure as a Service,
Worldwide
![Page 38: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/38.jpg)
Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, May 28, 2014. This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should
be evaluated in the context of the entire report. The Gartner report is available at http://aws.amazon.com/resources/analyst-reports/. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise
technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed
or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
2015 Gartner Magic Quadrant for
Cloud Infrastructure as a Service,
Worldwide
![Page 39: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/39.jpg)
![Page 40: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/40.jpg)
![Page 41: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/41.jpg)
![Page 42: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/42.jpg)
© 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS User Groups
![Page 43: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/43.jpg)
![Page 44: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/44.jpg)
![Page 45: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/45.jpg)
![Page 46: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/46.jpg)
Rule 3: Experiment every day
![Page 47: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/47.jpg)
«If you double the number of
experiments you do each
year, you’re going to double
your inventiveness»-Jeff Bezos
CEO, Amazon.com
![Page 48: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/48.jpg)
AWS Zombie Apocalypse Workshop
![Page 49: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/49.jpg)
![Page 50: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/50.jpg)
![Page 51: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/51.jpg)
![Page 52: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/52.jpg)
Twitch – video game screenshot
![Page 53: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/53.jpg)
Twitch – creative programming
![Page 54: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/54.jpg)
Twitch from re:Invent screenshot
![Page 55: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/55.jpg)
AWS Developer Relations
3 Rules
![Page 56: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/56.jpg)
Rule 1: Meet developers where they live
Rule 2: The customer’s voice is most authentic
Rule 3: Experiment every day
![Page 57: Inside Developer Relations at AWS - DevRelate · PDF fileHead, Worldwide Developer Marketing Amazon Web Services Inside Developer Relations at AWS Three rules for operating at scale](https://reader031.vdocuments.site/reader031/viewer/2022022420/5a7f16427f8b9a2e358ed6a1/html5/thumbnails/57.jpg)
Thank you!
Adam FitzGerald @DevRelChap