5 or 6 API Adoption Strategies

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For a public API, adoption is key. Finding the right developers can be resource-intensive. Few companies can afford to blanket the web and every conference in advertising. Even if you could, the results might not be nearly as good as the time-tested methods covered in this presentation. From grassroots to traditional, to be successful most providers will likely want to take multiple approaches to growing their APIs. A community approach can pay dividends if you have the resources. Yet some may take a sales- or partnership-based approach. Almost everyone should be creating the right kind of content that speaks to developers. And the open source approach is highly scalable when done authentically.

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  • http://frontrow.espn.go.com/2014/04/tbt-espn-com/
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  • https://www.flickr.com/photos/armchairbuilder/7594030640/
  • Until your beer is popular, nobody cares about your table
  • * Twitter
    * Facebook
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    * Salesforce
  • http://www.slideshare.net/twilio/gluecon-twilio-business-of-apis-and-doers/32/
  • http://www.pinterest.com/pin/359795457701664574/

Transcript

  • 1. 65OR Adam DuVander API adoption strategies @adamd
  • 2. Your Typical Developer ^
  • 3. Chris Jason, ESPN
  • 4. ESPN SportsZone Launched April 1, 1995
  • 5. SO… YOU HAVE AN API
  • 6. NOW YOU: Hackathon! Hacker News! AdWords?
  • 7. ArmchairBuilder.com
  • 8. Why do you need developers?
  • 9. Sales Business Development Marketing THEY MIGHT KNOW
  • 10. Community Open Source THEY NEED CHAMPIONS
  • 11. Sales Business Development Marketing THE SIX Community Open Source Jens Tärning, Mister Pixel, Aziz, Wilson Joseph and Björn Andersson
  • 12. THE SIXTH 100%*
  • 13. CREATE A SERVICE THAT IS POPULAR
  • 14. Flickr user skipjack2000
  • 15. THE FIRST BIZ DEV
  • 16. Jens Tärning
  • 17. “PARTNER FIRST not ecosystem first”
  • 18. Customers in common
  • 19. “We find that if our customers use any single integration, they are three times as likely to convert to paid.”
  • 20. Scouting developers Alessandro Suraci
  • 21. “If developers haven’t launched an app yet, the chance they’ll launch and move the needle for Retailigence is slim.”
  • 22. THE SECOND SALES
  • 23. Pay as You Go Pay for what you use Grows as you grow Seems fair Tiered Traditional SaaS model Predictable Allows volume discounts Tiered with Trial Get started for free Upgrade when you grow Devs like freemium Most popular!
  • 24. THE THIRD MARKETING
  • 25. SumCo is proud to announce a major update to its Arithmetic API that allows divisors with values less than one… blah blah blah
  • 26. HOW TO Divide by Zero
  • 27. SHARE KNOWLEDGE not features Lemon Liu
  • 28. Why We Open Sourced Our Documentation How to Convince Your Company to Go with Golang
  • 29. Tutorials Sample Apps Client Libraries ALSO “DOCUMENTATION”
  • 30. THE FOURTH COMMUNITY
  • 31. Wilson Joseph and SimpleScott
  • 32. Y Hacker News ONLINE
  • 33. OFFLINE
  • 34. THE FIFTH OPEN SOURCE
  • 35. Contribute to what you use “Library support is a weakness. I prefer to turn it into a strength by open sourcing libraries that we have to develop in Go.”
  • 36. Open Source Your Product
  • 37. Integrate Your Product With Open Source* Plugins Add-ons *FOR COMMUNITY GOOD
  • 38. Open Source All You Can Libraries Documentation Maybe Your Secret Sauce
  • 39. API