Promote Your API Brand and Extend Your API Reach
 

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With hundreds to thousands of API options, how you promote and brand your API will influence discover, adoption, and API success.  An API branding strategy must consider engagement across multiple ...

With hundreds to thousands of API options, how you promote and brand your API will influence discover, adoption, and API success.  An API branding strategy must consider engagement across multiple communities, integration with identity sources, and implementing flexible API visibility and monetization policies.   The API economy is progressing towards providing API developers the ability to share APIs across multiple portals, create branded API community sites, and apply varying policies across internal organization consumers or external third party developers. 
 
In this session, Chris Haddad will describe:
 
Why create an API brand?
What actions and presence influences API brand success?
How do I efficiently reach out to multiple communities and promote APIs through multiple branded API portals?
How do I measure API brand reach and API success?

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  • Promote Your API Brand and Extend Your API Reach [15 minutes]With hundreds to thousands of API options, how you promote and brand your API will influence discover, adoption, and API success.  An API branding strategy must consider engagement across multiple communities, integration with identity sources, and implementing flexible API visibility and monetization policies.   The API economy is progressing towards providing API developers the ability to share APIs across multiple portals, create branded API community sites, and apply varying policies across internal organization consumers or external third party developers.  In this session, Chris Haddad will describe: Why create an API brand?What actions and presence influences API brand success?How do I efficiently reach out to multiple communities and promote APIs through multiple branded API portals?How do I measure API brand reach and API success? 
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  • http://blog.programmableweb.com/2013/04/30/9000-apis-mobile-gets-serious/ 9000
  • http://blog.programmableweb.com/2013/04/30/9000-apis-mobile-gets-serious/ 9000
  • The trends point to your API being just one of billions. Think of every company, every individual, and every device offering and consuming multipleWeb APIs.
  • Taking a page from the business world, API brands will distinguish online API resources, endpoints, and capabilities.
  • API brands enable you to build mindshare with your target audience. Mindshare increases API visibility; visibility encourages individuals (and devices) to discover and evaluate your API. API evaluation triggers API adoption, and adoption realizes your goals (i.e. increased interaction and revenue growth). Execute a virtuous API branding cycle.
  • Building brands requires art, science, and execution. Brands are a blend of consumer perception and provider reputation. Consumers associate brands with commodity, exclusivity, ease of use, and value. A provider’s reputation is built by constantly delivering required capabilities and data, API quality and warranty, and delivering customer service through available support channels.
  • When defining the API brand message, identify the target audience and specify key perception targets. API brand awareness requires continual communication, promotion, and visible outreach actions. API perception and reputation are nurtured through partnerships, community relations, and education. Consider tasking a group to be API advocates. Awareness and nurturing activities require significant time and effort, validate the strategy by comparing adoption, retention, and revenue growth with API alternatives. Good brand success metrics can be obtained by tracking market interest and third-party coverage. 
  • When tailoring the brand presentation for the intended audience, different logos, words, fonts, and colors become your brand image and influence perception. Choose an API brand platform where you can fully customize the feel, create multiple storefronts to reach multiple communities, enable multiple publisher groups, and deliver multiple service level tiers. Identify a platform that can scale as you add brands targeting market niches. Learn by watching how General Motors, Gap Inc, and University of Miami brand their distinct offerings. Share APIs across multiple portalsCreate branded API community sites
  • When establishing your API brand, focus on value, perception, reputation, and retention building blocks. For example, value is created by delivering the right message elements and attributes, aggregating API endpoints, orchestrating API interactions, and delivering service tiers at reasonable cost. Quality delivery, ease of use, and proof influences consumer perception and provider reputation. An API brand is impacted by service level agreements, Terms of Service (TOS), available case studies, number of partners, and available documentation (including client samples, SDK). API brand activity increases retention by highlighting integration with other useful APIs and promoting the API through logo usage policies. 
  • Continually promote the API brand identity by requiring attribution by consumer apps and websites. Develop a ‘powered by’ logo and embed scripts. Make the API a subset of wider functionality that is available when the end-consumer establishes a direct relationship (see Zillow branding guidelines). Retain API exclusivity, monetization potential, and brand control by requiring consumers to present authentication keys and establishing terms of use. The terms of use should disallow message manipulation, modification, or edits. Authentication keys, rate limiting, and quotas enable you to adjust revenue with end-user value.  Because an API brand relies on consumer awareness and perception, nurture the community with a partner program to reinforce API value. Use hackathons to build an ecosystem and gauge API usability. When expanding the API’s reach, tailor the brand message to diverse communities.Brand guideline examples:http://www.zillow.com/howto/api/BrandingRequirements.htmhttp://developer.espn.com/brandinghttp://developer.netflix.com/docs/Branding
  • Open APIs are empowering developers by delivering business building blocks.Teams can rapidly compose solutions to meet shifting business demand by re-using Open Data and Open APIs. Teams are embracing long tail development communities that enable innovative business ecosystem strategies to emerge, with Open Data and Open API foundations.In a New IT operations model, instead of being a single-purpose delivery team, IT serves as a broker and validator of solution building blocks.ManageAPIs for external value chain and customer use in mobile Apps. Establish tiers of service, track usage of APIs, social data collection, social data analytics, versioning. Also use internally to track internal re-use, ease of re-use, control access

Promote Your API Brand and Extend Your API Reach Presentation Transcript

  • 1. Promote Your API Brand Extend Your API Reach Chris Haddad @cobiacomm on Twitter http://blog.cobia.net/cobiacomm Read more about API Branding at http://blog.cobia.net/cobiacomm/tag/api
  • 2. Don’t be the lonely API ! { Insert-Picture-of-Lonely-Guy }
  • 3. { Insert-Your-Picture-Here } Be the Popular API { Insert-Your-Friend-Pictures-Here }
  • 4. 9 Thousand + APIS 800 Thousand + Apple Apps
  • 5. Millions of Weblog Endpoints Billions of Device Endpoints Countless Opportunity and Choice
  • 6. Your API Endpoint will be One in Billions
  • 7. How will Your API stand out from the crowd?
  • 8. Web API Branding
  • 9. Brands Enhance Reach and Revenue API brands build mindshare API adoption builds community Mindshare increases visibility Evaluation triggers collaboration and API adoption Visibility fosters discovery and evaluation
  • 10. What is a brand? 30% Purpose 15% Logic 55% Emotion
  • 11. Brand = Reputation and Perception • Perception – Commodity versus exclusivity – Ease of use – Value • Reputation – Delivering required capabilities and data – API quality and warranty – Available support channel and customer service
  • 12. Build a Brand Strategy • Define Brand Message – Identity target audience – Specify perception targets • Build Brand Awareness – Communication and promotion – Visible outreach actions • Brand Nurturing – Partnerships – Community relations – Education • Brand Value – Compare adoption, retention, and revenue growth – Market interest and third-party coverage
  • 13. Tailor Brand Presentation for Audience
  • 14. Brand Strategy Considerations • • • • Engagement across multiple communities Integration with multiple identity sources API visibility Monetization policies
  • 15. Define your API Brand • Value – Message elements and attributes – API aggregation, orchestration – Service tiers and associated cost • Perception and Reputation – – – – Documentation, SDK and samples Partners and case studies Terms of Service Service Level Agreement • Retention – Integration with other APIs – Logo usage policies
  • 16. Branding - Technical Guidelines • Promote API Brand Identity • Enforce API Usage Limitations • Community Nurturing
  • 17. • • • • • Choose an API Brand Platform Fully customizable look and feel Multiple Storefronts for diverse communities Multiple publisher groups Flexible Service Level Tiers Flexible monetization engine