Developers Hate Marketing! Driving API Adoption

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Developers Hate Marketing! Driving API Adoption by apigee. …

Developers Hate Marketing! Driving API Adoption by apigee.
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  • 1. Developers  Hate  Marke/ng:    A4rac/ng  Developers  to  your  API  Shanley  Kane  -­‐  @shanley  Brian  Mulloy  -­‐  @landlessness  Sco5  Regan  -­‐  @sco5regan  
  • 2. @landlessness @shanley @sco5regan
  • 3. API Workshop Webinar Series (videos & slides at  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)    
  • 4. Developers:  The  New  Unicorn  
  • 5.  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          
  • 6. Why  the  Old  Way  Doesn’t  Work    Business  models  are  low-­‐touch      
  • 7. Why  the  Old  Way  Doesn’t  Work      Community  is  king    
  • 8. Why  the  Old  Way  Doesn’t  Work        Conversa>on  and  informa>on  is  in  new  places,  in  new  pa5erns    
  • 9. Why  the  Old  Way  Doesn’t  Work            Influence  is  decentralized  and  fluid    
  • 10. Why  the  Old  Way  Doesn’t  Work              Offline  and  online  community  drive  each  other    
  • 11. Why  the  Old  Way  Doesn’t  Work                API  use  cases  are  diverse      
  • 12.   Developers  Hate  Marke>ng…       Engagement       Experience     Awareness      You  Have  to  Solve  Their  Problems!    
  • 13. 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  
  • 14. 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                
  • 15. Community    
  • 16. Community    
  • 17. Python   Ruby  Community   Javascript   PHP     LinkedIn   Twi5er   Objec>ve   Java   C   WebOS   HTML5   Salesforce   Twilio   Gaming   iOS   Consoles   Facebook   SimpleGeo   Android   Set  Top   Boxes  
  • 18. Engagement  Content   Highlight developer work Thought leadership on the space New features, product roadmap API value and differentiation Tutorials, best practices, tricks and hacks            
  • 19. Engagement  Content  
  • 20. Engagement  Communica/on   Outreach to alpha devs Cultivating champions Collecting feedback and requirements Responding to support issues Discovering and cultivating partnership opportunities            
  • 21. 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.            
  • 22. Experience  
  • 23. Experience  
  • 24. Experience  
  • 25. Experience  
  • 26. Adop>on  Tech media giantsDeveloper/hacker blogsVertical outlets – mobile, marketing, retail and e-commerceDeveloper conferences – enterprise and consumerHackathons and meetupsBranded developer eventsPublic Relations
  • 27. Adop>on  
  • 28. Top  10  Things  When  Launching   Your  API  
  • 29. Demo  Video  &  API  Console  
  • 30. Get  Listed  on  ProgrammableWeb  
  • 31. Support  Forum,  Mailing  List,     Social  Media  
  • 32. Blog  Posts  
  • 33. Sample  Apps  Highlighted  
  • 34. API/App  Contest  
  • 35. Hold  a  Meetup,  Sponsor     or  Start  a  Hackathon  
  • 36. Team  Up  with  Complementary    API  Teams  
  • 37. 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  
  • 38. Create  an  Advisory  Board  
  • 39. API Workshop Webinar Series (videos & slides at  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)    
  • 40. THANK  YOU      QuesKons  and  ideas  to:@landlessness  @shanley  @sco5regan