Lessons Learned - Building YDN

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Lessons learned from building the Yahoo! Developer Network. An overview of what YDN does, did and learned along the way.

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Lessons Learned - Building YDN

  1. Lessons learned - Building the Yahoo! Developer Network Dan Theurer Developer Relations Conference 2009
  2. <ul><li>Yahoo! Developer Network </li></ul><ul><li>Joined at incubation </li></ul><ul><li>4 years </li></ul><ul><li>Technical Evangelist </li></ul><ul><li>Manager Partner Integration </li></ul><ul><li>Hack Program </li></ul><ul><li>eBay Developer Program </li></ul><ul><li>Technical Evangelist </li></ul>About Me
  3. <ul><li>10 min YDN Update </li></ul><ul><li>What history tells us </li></ul><ul><li>Key learnings </li></ul><ul><li>The four pillars </li></ul><ul><li>Key takeaways </li></ul>What are we going to cover
  4. 10 min YDN Update
  5. <ul><li>Yahoo Developer Network (YDN) </li></ul><ul><li>Open Source </li></ul><ul><li>Developer Tools </li></ul><ul><li>Data Services </li></ul><ul><li>Yahoo! Open Strategy (YOS) </li></ul><ul><li>YQL Code Samples </li></ul>Open Strategy :: Applied
  6. <ul><li>YUI </li></ul><ul><li>Hadoop </li></ul><ul><li>Apache </li></ul><ul><li>PHP </li></ul><ul><li>Perl </li></ul><ul><li>MySQL </li></ul>YDN :: Open Source
  7. <ul><li>YSlow </li></ul><ul><li>Pipes </li></ul><ul><li>Blueprint Mobile Widgets </li></ul>YDN :: Developer Tools
  8. <ul><li>BOSS </li></ul><ul><li>Address Book </li></ul><ul><li>Flickr </li></ul>YDN :: Data Services
  9. YOS :: Technology Stack
  10. <ul><li>SQL-like syntax </li></ul><ul><li>Allows you to query (SELECT), filter (WHERE) and join (IN) data across WebServices. </li></ul><ul><li>Self Describing - SHOW, DESC table </li></ul><ul><li>Public / Private Data </li></ul><ul><li>Bindings for many YDN APIs </li></ul><ul><li>Can query external structured data (USE) </li></ul><ul><li>http://developer.yahoo.com/yql </li></ul>Yahoo! Query Language (YQL) - SELECT * FROM internet
  11. <query yahoo:count=&quot;46&quot; yahoo:created=&quot;2009-02-20T08:16:03Z&quot; yahoo:lang=&quot;en-US&quot; yahoo:updated=&quot;2009-02-20T08:16:03Z&quot; yahoo:uri=&quot;http://query.yahooapis.com/v1/yql?q=show+tables&quot;> <results> <table>atom</table> <table>csv</table> <table>feed</table> <table>flickr.photos.exif</table> <table>flickr.photos.info</table> <table>flickr.photos.interestingness</table> <table>flickr.photos.recent</table> <table>flickr.photos.search</table> <table>flickr.photos.sizes</table> <table>flickr.places</table> <table>flickr.places.info</table> <table>geo.places</table> <table>geo.places.ancestors</table> … </results> </query YQL :: SHOW tables
  12. <query yahoo:count=&quot;1&quot; yahoo:created=&quot;2009-02-21T01:41:28Z&quot; yahoo:lang=&quot;en-US&quot; yahoo:updated=&quot;2009-02-21T01:41:28Z&quot; yahoo:uri=&quot;http://query.yahooapis.com/v1/yql?q=desc+flickr.photos.search&quot;> <results> <table name=&quot;flickr.photos.search”> <request> <select usesRemoteLimit=&quot;true”> <key name=&quot;machine_tags&quot; type=&quot;xs:string&quot;/> <key name=&quot;radius_units&quot; type=&quot;xs:string&quot;/> <key name=&quot;safe_search&quot; type=&quot;xs:string&quot;/> <key name=&quot;privacy_filter&quot; type=&quot;xs:string&quot;/> <key name=&quot;contacts&quot; type=&quot;xs:string&quot;/> <key name=&quot;tags&quot; type=&quot;xs:string&quot;/> <key name=&quot;place_id&quot; type=&quot;xs:string&quot;/> <key name=&quot;text&quot; type=&quot;xs:string&quot;/> … </select> </request> </table> </results> </query> YQL :: DESC flickr.photos.search
  13. <query yahoo:count=&quot;6&quot; yahoo:created=&quot;2009-02-21T02:09:55Z&quot; yahoo:lang=&quot;en-US&quot; yahoo:updated=&quot;2009-02-21T02:09:55Z&quot; yahoo:uri=&quot;http://query.yahooapis.com/v1/yql?q=select+*+from+flickr.photos.search+where+user_id%3D%2228569531%40N00%22+and+text%3D%22jump%22+limit+6&quot;> <results> <photo farm=&quot;4&quot; id=&quot;3154107557&quot; isfamily=&quot;0&quot; isfriend=&quot;0&quot; ispublic=&quot;1&quot; owner=&quot;28569531@N00&quot; secret=&quot;6f22e677c3&quot; server=&quot;3101&quot; title=&quot;Jump - Fremont Older&quot;/> <photo farm=&quot;4&quot; id=&quot;2563123589&quot; isfamily=&quot;0&quot; isfriend=&quot;0&quot; ispublic=&quot;1&quot; owner=&quot;28569531@N00&quot; secret=&quot;7811c91934&quot; server=&quot;3087&quot; title=&quot;Jump&quot;/> <photo farm=&quot;3&quot; id=&quot;2159479534&quot; isfamily=&quot;0&quot; isfriend=&quot;0&quot; ispublic=&quot;1&quot; owner=&quot;28569531@N00&quot; secret=&quot;785e671cd4&quot; server=&quot;2080&quot; title=&quot;Hollywood - Jump - Dan&quot;/> <photo farm=&quot;3&quot; id=&quot;2066431773&quot; isfamily=&quot;0&quot; isfriend=&quot;0&quot; ispublic=&quot;1&quot; owner=&quot;28569531@N00&quot; secret=&quot;c61604d090&quot; server=&quot;2208&quot; title=&quot;JUMP!&quot;/> <photo farm=&quot;2&quot; id=&quot;1304849768&quot; isfamily=&quot;0&quot; isfriend=&quot;0&quot; ispublic=&quot;1&quot; owner=&quot;28569531@N00&quot; secret=&quot;7271c8f9b3&quot; server=&quot;1233&quot; title=&quot;Testing the suit&quot;/> <photo farm=&quot;2&quot; id=&quot;1178261094&quot; isfamily=&quot;0&quot; isfriend=&quot;0&quot; ispublic=&quot;1&quot; owner=&quot;28569531@N00&quot; secret=&quot;3dac28807f&quot; server=&quot;1241&quot; title=&quot;Jump, jump!&quot;/> </results> </query> YQL :: SELECT * FROM flickr.photos.search WHERE user_id=&quot;28569531@N00” AND text=&quot;jump” LIMIT 6
  14. <ul><li>Download the SDK </li></ul><ul><ul><li>http://developer.yahoo.com/social/sdk </li></ul></ul><ul><li>Unzip yos_php_sdk-1.1 </li></ul><ul><li>Get a Developer Key </li></ul><ul><ul><li>http://developer.yahoo.com/dashboard </li></ul></ul><ul><li>Start to write some code </li></ul>Developer Key / PHP SDK
  15. <?php // Include the PHP SDK for YSP library. require_once(&quot;yosdk/lib/Yahoo.inc&quot;); // Define values for keys required for authorization define(CONSUMER_KEY,&quot;dj0yJmk9ZDNwaXdQSEZ…j&quot;); define(CONSUMER_SECRET,&quot;37fe717538e0598e6c70d4262…&quot;); // The YahooApplication class is used for two-legged authorization, which doesn't need user authorization. $two_legged_app = new YahooApplication(CONSUMER_KEY,CONSUMER_SECRET); // Create queries for Flickr $yql_request = 'select * from flickr.photos.search where user_id=&quot;28569531@N00&quot; and text=&quot;jump&quot; limit 6'; // Make the request $results = $two_legged_app->query($yql_request); $photos = $results->query->results->photo; // Build the output HTML foreach($photos as $k=>$v) { $imgs .= '<img src=&quot;http://farm' . $v->farm . '.static.flickr.com/' . $v->server . '/' . $v->id . '_' . $v->secret . '_m.jpg&quot; alt=&quot;Image' . $k . '&quot;/>' ; } echo &quot;<html><body>&quot; . $imgs . '</body></html>’; ?> YQL :: 2-legged OAuth – PHP SDK
  16. YQL :: 2-legged OAuth – Result
  17. <?php // Include the PHP SDK for YSP library. require_once(&quot;yosdk/lib/Yahoo.inc&quot;); // Define values for keys required for authorization define(CONSUMER_KEY,&quot;dj0yJmk9ZDNwaXd…j&quot;); define(CONSUMER_SECRET,&quot;37fe717538e0598e6…&quot;); $session=YahooSession::requireSession(CONSUMER_KEY,CONSUMER_SECRET); // Define YQL queries for the Social Directory APIs $query = &quot;SELECT * FROM social.connections WHERE owner_guid=me LIMIT 2&quot;; $result = $session->query($query); // Build the output HTML echo(&quot;<html><body><pre><h2>Connection Data</h2>&quot; ); var_dump($result) ; echo(&quot;</pre></body></html>&quot;); ?> YQL :: 3-legged OAuth – PHP SDK
  18. YQL :: 3-legged OAuth – Result
  19. What history tells us
  20. March 2005 <ul><li>Developer Network launched </li></ul><ul><li>2 people (+ 1 at Search) </li></ul><ul><li>Search API only </li></ul><ul><li>About 10 web service calls </li></ul><ul><li>Servers only on the west coast </li></ul><ul><li>Funded by Jerry </li></ul>
  21. March 2006 <ul><li>20 APIs </li></ul><ul><li>YUI Libraries </li></ul><ul><li>JSON, Serialized PHP </li></ul><ul><li>2 Developer centers </li></ul><ul><li>Servers in two colos </li></ul><ul><li>Web 2.0 & Mashups </li></ul>
  22. Hackday 06 <ul><li>Event: </li></ul><ul><li>Learning, Hacking, Camping </li></ul><ul><li>Numbers: </li></ul><ul><li>350 developers came to Yahoo! </li></ul><ul><li>4000 Pictures on Flickr (hackday06) </li></ul><ul><li>56 hacks presented </li></ul><ul><li>Launched several APIs & BBAuth </li></ul><ul><li>One month of planning </li></ul><ul><li>Beck performed a full show </li></ul><ul><li>Winners: </li></ul><ul><li>Blogging in motion </li></ul><ul><li>Related: http://purplepedals.com/ </li></ul>
  23. March 2007 <ul><li>Categories -> Four pillars </li></ul><ul><li>Not pretty - but functional </li></ul><ul><li>Pipes launched </li></ul><ul><li>YDN international </li></ul><ul><li>Local developer events </li></ul><ul><li>More Hackdays </li></ul>
  24. March 2008 <ul><li>Over 50 APIs </li></ul><ul><li>Big YOS initiative started </li></ul><ul><li>Retired less valuable of APIs </li></ul><ul><li>Incorporated a lot of video </li></ul><ul><li>Various international Hackdays </li></ul><ul><li>2009: Will charge for BOSS </li></ul>
  25. Key learnings
  26. <ul><li>Developers are lazy </li></ul><ul><li>Developers are impatient </li></ul><ul><li>Developers are opinionated </li></ul><ul><li>They look under the cover, analyze, hack. </li></ul><ul><li>Of course they are smart, innovative and driven to optimize! </li></ul><ul><li>Your success depends on that! </li></ul>Learnings :: Developers are …
  27. <ul><li>Value => Adoption </li></ul><ul><li>Solve their problems </li></ul><ul><li>Help them be efficient </li></ul><ul><li>Standards instead of buzz words </li></ul><ul><li>Facts instead of slogans </li></ul><ul><li>Time!!! </li></ul>Learnings :: Developers are lazy
  28. <ul><li>Capture their interest – direct it quickly </li></ul><ul><li>Fast access to high value offers </li></ul><ul><li>Easy signup </li></ul><ul><li>Quick start guide </li></ul><ul><li>Build on what they know </li></ul>Learnings :: Developers are impatient
  29. Learnings :: Content Unfiltered RSS Feeds Ruby Language Center SearchMonkey Security Best Practices Shopping API Silverlight Language Center Site Explorer API Stencils for Designers Traffic API Travel API Upcoming API Utilities API Video Search API Weather API Web Search API Widgets Yahoo! User Interface Library YAP / YOS YDN Theater Yslow Zimbra … Hadoop HotJobs API Image Search API Java Language Center JavaScript Language Center l10n & i18n Tools Live Video Broadcast Local Search API Geocoder API Traffic API Mail API Media Player Plugin Message Boards MyBlogLog API MyWeb API .NET Language Center News Search API oAuth OpenID PHP Language Center Pipes Python Language Center Address Book API Ajax Maps Answers API ASTRA Library Audio Search API Autos Custom API BBAuth Blog Blueprint BOSS CodeSamples ColdFusion Language Center Content Analysis API del.icio.us API Design Pattern Library Exceptional Performance Finance API Fire Eagle™ API Flash Language Center Flash Maps Flickr API GeoPlanet™ API
  30. Learnings :: Content Unfiltered cont.
  31. Learnings :: Content Structured
  32. Learnings :: Content Visually Organized
  33. <ul><li>Developers are connected – Online and offline </li></ul><ul><li>Your product gets discussed in public forums </li></ul><ul><li>You should be part of that discussion </li></ul><ul><li>If you don’t build a community around it, they will </li></ul>Learnings :: Developers are opinionated
  34. <ul><li>Join developer channels to communicate (not to market) </li></ul><ul><ul><li>Twitter, Message Boards, Blog comments, IRC </li></ul></ul><ul><ul><li>Slideshare </li></ul></ul><ul><ul><li>Del.icio.us, Flickr, Upcoming </li></ul></ul><ul><ul><li>The right events - Unconferences </li></ul></ul><ul><li>Provide value, have conversations, share code </li></ul><ul><li>Be accessible, embrace feedback </li></ul><ul><li>Developers don’t respond to formal marketing! </li></ul>Learnings :: Developers are opinionated contd
  35. <ul><li>&quot;If you can not measure it, you can not improve it.” </li></ul><ul><li>-- Lord Kelvin </li></ul><ul><li>Know your winners </li></ul><ul><li>Measure as much as you can </li></ul><ul><ul><li>Web site stats </li></ul></ul><ul><ul><li>API calls </li></ul></ul><ul><ul><li>Forum post </li></ul></ul><ul><ul><li>Personal interactions - documented feedback properly </li></ul></ul><ul><ul><li>... </li></ul></ul><ul><li>Keep doing what works – Fix or retire what’s broken </li></ul>Learnings :: Metrics
  36. <ul><li>Set expectations, communicate a roadmap / vision </li></ul><ul><li>Avoid pre-announcements </li></ul><ul><li>The macro affects the developer products </li></ul><ul><li>High appreciation of events outside of Silicon Valley </li></ul><ul><li>Coding competitions rather then car give aways </li></ul>Learnings :: Others
  37. Four Pillars
  38. The four critical parts of a Developer Network offer Data
  39. The four critical parts of a Developer Network offer Data Tools
  40. The four critical parts of a Developer Network offer Data HowTos Tools
  41. The four critical parts of a Developer Network offer Data HowTos Support Communication Tools
  42. Key Take Aways
  43. <ul><li>Developers are lazy, impatient and opinionated </li></ul><ul><li>Traditional marketing does not work </li></ul><ul><li>However </li></ul><ul><li>Developers are willing to pay for value </li></ul>Take Aways
  44. Thank You Questions? [email_address]

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