Developers Hate Marketing! Driving API Adoption

Developers Hate Marke/ng: A4rac/ng Developers to your API Shanley Kane -‐ @shanley Brian Mulloy -‐ @landlessness Sco5 Regan -‐ @sco5regan

@landlessness @shanley @sco5regan

API Workshop Webinar Series (videos & slides at http://blog.apigee.com/taglist/webinar)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)

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/ves 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

Why the Old Way Doesn’t Work 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

Developers Hate Marke>ng… Engagement Experience Awareness You Have to Solve Their Problems!

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

Python Ruby Community Javascript PHP LinkedIn Twi5er Objec>ve Java C WebOS HTML5 Salesforce Twilio Gaming iOS Consoles Facebook SimpleGeo Android Set Top Boxes

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

Adop>on Tech media giantsDeveloper/hacker blogsVertical outlets – mobile, marketing, retail and e-commerceDeveloper conferences – enterprise and consumerHackathons and meetupsBranded developer eventsPublic 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 skillsGet content where developers are – beyond your portalMake it about them, not about youGet out there – both offline and onlineNirvana – when developers are helping each other

Create an Advisory Board

API Workshop Webinar Series (videos & slides at http://blog.apigee.com/taglist/webinar)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)

THANK YOU QuesKons and ideas to:@landlessness @shanley @sco5regan

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Developers Hate Marketing! Driving API Adoption

by Apigee on Aug 09, 2011

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