developers hate marketing! driving api adoption
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Developers Hate Marketing! Driving API Adoption by apigee. Check out our blog for the recording and video, thanks!TRANSCRIPT
Developers Hate Marke/ng: A4rac/ng Developers to your API
Shanley Kane -‐ @shanley
Brian Mulloy -‐ @landlessness
Sco5 Regan -‐ @sco5regan
@landlessness @shanley @sco5regan
Mapping out your API Strategy
Pragma>c REST: API Design Fu
10 Pa5erns in Successful API Programs
What to Measure: API Analy>cs
Is your API Naked? API Tech & Opera>ons
Is your API PCI? Compliance
Developers Hate Marke/ng: Driving API Adop/on
OAuth: The Big Picture (Aug 11)
API Workshop Webinar Series (videos & slides at http://blog.apigee.com/taglist/webinar)
Developers: The New Unicorn
Adop>on pa5erns are shiQing towards developers. More than ever, developers can block – or significantly aid the adop/on of soAware. The path from developer to customer is geSng shorter. To win you must drive adop>on and affirma>on through developers.
-‐-‐-‐ Jeffrey Hammond, Forrester One of the implica>ons of the fric>onless model is that it relies on bo5om-‐up adop>on. So you are targe>ng not the CIO, business execu>ves or central IT, as in the old days of enterprise soQware sales, but on the rank & file, whether business users, IT ops personnel or developers…. developers are becoming increasingly important when marke/ng your soAware. -‐-‐-‐ Geva Perry, Thinking Out Cloud SoQware vendors, open source or not, have an opportunity to secure the IT execu/ve's selec/on vote if their products meet the needs of developers and other key stakeholders, such as the opera>ons teams and administrators… -‐-‐-‐ Savio Rodrigues, InfoWorld
Business models are low-‐touch
Why the Old Way Doesn’t Work
Community is king
Why the Old Way Doesn’t Work
Conversa>on and informa>on is in new places, in new pa5erns
Why the Old Way Doesn’t Work
Influence is decentralized and fluid
Why the Old Way Doesn’t Work
Offline and online community drive each other
Why the Old Way Doesn’t Work
API use cases are diverse
Why the Old Way Doesn’t Work
Developers Hate Marke>ng…
You Have to Solve Their Problems!
Awareness
Experience
Engagement
What Does Work?
Engagement Building community Crea>ng and distribu>ng content Communica>on with developers and partners Experience
Helping developers build faster and more easily Tools and support Access to informa>on Awareness
Reaching developer audiences Driving awareness and traffic
Engagement
Community Enterprise conferences on apps, mobile, development
Developer events and hackathons
Meetups
Language-‐specific fields
Segments – gaming, social, mobile, television, cloud
Related APIs
Online centers of developer informa>on/ac>vity
Community
Community
Community
HTML5 WebOS
iOS Gaming Consoles
Android
Set Top Boxes
Twi5er LinkedIn
Salesforce Twilio
SimpleGeo Facebook
Ruby Python
Javascript PHP
Java Objec>ve C
Engagement
Content Highlight developer work
Thought leadership on the space
New features, product roadmap
API value and differentiation
Tutorials, best practices, tricks and hacks
Engagement
Content
Engagement
Communica/on Outreach to alpha devs
Cultivating champions
Collecting feedback and requirements
Responding to support issues
Discovering and cultivating partnership opportunities
Experience
Onboarding
Tooling
Reducing time and effort
Ability to reach/access support
Incentive
Wikis, forums, blogs and ways to engage
Access to important information – FAQs, TOS, etc.
Experience
Experience
Experience
Experience
Adop>on
Tech media giants
Developer/hacker blogs
Vertical outlets – mobile, marketing, retail and e-commerce
Developer conferences – enterprise and consumer
Hackathons and meetups
Branded developer events
Public Relations
Adop>on
Top 10 Things When Launching Your API
Demo Video & API Console
Get Listed on ProgrammableWeb
Support Forum, Mailing List, Social Media
Blog Posts
Sample Apps Highlighted
API/App Contest
Hold a Meetup, Sponsor or Start a Hackathon
Team Up with Complementary API Teams
What else works?
Help developers save time, get paid, and build skills
Get content where developers are – beyond your portal
Make it about them, not about you
Get out there – both offline and online
Nirvana – when developers are helping each other
Create an Advisory Board
Mapping out your API Strategy
Pragma>c REST: API Design Fu
10 Pa5erns in Successful API Programs
What to Measure: API Analy>cs
Is your API Naked? API Tech & Opera>ons
Is your API PCI? Compliance
Developers Hate Marke>ng: Driving API Adop>on
Next week: OAuth: The Big Picture (Aug 11)
API Workshop Webinar Series (videos & slides at http://blog.apigee.com/taglist/webinar)
THANK YOU QuesKons and ideas to: @landlessness @shanley @sco5regan