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The C2C Podcast: Why Community Is The New Marketing


Jun 12, 2019

We talked with a community member to hear how he believes a company should build a community for developers instead of the community builder like we usually do. We wanted to hear from the source what he loves about communities so we talked to Karan Malhi who is Head of Product and Marketing at Datacoral.

He has been a member of the Apache community for a long time, he loves community because you are able to connect with people that do what he is doing and build on technologies he works on. The ability to give back and to learn is something that Karan loves about being a part of the Apache community and others like it.

One mistake he warned companies who want to build community is not to make it strictly about the product, sales and recruiting. The idea is to provide a space to connect and learn about how to become a better developer and help the ecosystem as a whole. He mentioned that you don’t even want to censor talk about other tools in the area because not only is that the natural conversation but the fact that there is no restriction on the content will lead developers to trust your brand.

Overall, Karan’s message is to make sure you are building a community that encourages the developers to work together and learn and they will naturally grow to discover your product and build a relationship with your brand.