Building A Site For Your Dev Community For Public

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My presentation at Web2Expo, NYC 2009 - on Building a Successful Developer Community. Included is tips on building your community, your site, SEO tips, free products to help, and more.

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  • Let’s give a few ground rules here and set things straight.…. – not evil How I’ve build community websites in the past & some relevant experienceBEA dev2devIBM developerworks & alphaworksEclipse BIRTApache Geronimo, XML Beans, BeehiveCodePlex Foundation
  • Building A Site For Your Dev Community For Public

    1. 1. Building a Site for your Developer Community<br />Lauren Cooney<br />GPM, Web Platform & Standards<br />Microsoft<br />lcooney@microsoft.com<br />www.twitter.com/lcooney<br />
    2. 2. Who Am I? <br />Not Evil<br /><ul><li> Microsoft (Web Platform & Standards, Developer Division)</li></ul>- IBM (Apache Geronimo; Info Management CTO Office)<br /><ul><li> BEA Systems (dev2dev)
    3. 3. Apache Foundation
    4. 4. Eclipse
    5. 5. CodePlex Foundation
    6. 6. Advisory Board, Web2Expo SF</li></li></ul><li>Porter’s 5 Forces? <br />
    7. 7. Cooney’s 5 Forces of Site Community<br />
    8. 8. #1: Clarity<br />
    9. 9. Why am I building this website? What are my Top Level Goals?<br />Questions to ask:<br />What need am I addressing?<br />Does my company already have a site that addresses these needs?<br />What results do I want to see?<br />How am I going to achieve these goals?<br />What does success look like? <br />
    10. 10. #2: Customer<br />
    11. 11. Who is my Target Audience?<br />Address:<br /> Who is the target audience?<br /> Is there another community out there that fits these needs (competitor/partner?)<br />Do I partner or do I create my own community?<br /> What is my differentiator & how do I create that (is there one of value)?<br />
    12. 12. Who is Your Customer?<br /><ul><li> Customers are different than “target audience.”
    13. 13. Figuring out your site customer involves segmenting the target audience
    14. 14. Both of these audiences require different types of content and different types of websites and communication mechanisms</li></li></ul><li>How do I Segment my Audience?<br />Less is More:<br />Tips and Tactics (on the cheap)<br /><ul><li>Look at competitor sites.
    15. 15. Data is available on lots of different websites for free or a fraction of the cost of analyst reports/DevTrackers
    16. 16. Scouring public blogs, wikis, research sites
    17. 17. Sometimes analysts offer up free reports
    18. 18. Talking to people in the industry</li></li></ul><li>#3: Content<br />
    19. 19. Content: At the Core of Websites<br />Why Content is so Important:<br /><ul><li>Content is KING
    20. 20. Good content is absolutely critical; poor content means you’ll lose customers (no repeat visitors)
    21. 21. Helps new users or current customers learn about news, new products & information critical
    22. 22. Important in helping customers build out their skill set
    23. 23. Core way to get developers plugged in/bought in. </li></li></ul><li>What Content is Good? <br />What is Good Content?<br /><ul><li>Less is More (Good Content v Bad Content)
    24. 24. Developer websites need code
    25. 25. Interactive content is good (but keep it short & to the point)
    26. 26. Short Videos
    27. 27. Learning tutorials
    28. 28. Demos
    29. 29. Step by step articles/how to
    30. 30. Interviews with the experts
    31. 31. Blogs
    32. 32. Syndication</li></li></ul><li>How to Get Good Content <br />Tips & Tricks (on the cheap):<br /><ul><li>Have a volunteer Editor
    33. 33. Ensure you have company buy-in; ask engineers/product managers to contribute
    34. 34. Ask the community to contribute
    35. 35. Syndication deals
    36. 36. Search for good bloggers</li></ul>How do I ensure it’s good?<br /><ul><li>Commenting
    37. 37. Rating ability
    38. 38. Provide editor’s email address (be accessible) </li></li></ul><li>Once You Get the Content<br />Information Architecture is Critical<br />
    39. 39. #4 Community<br />
    40. 40. Characteristics of Great Community Sites<br /><ul><li> Great mechanisms for conversation
    41. 41. Allow for feedback & bi-directional conversations
    42. 42. Employees listen & react
    43. 43. Voting/commenting/rating abilities
    44. 44. Clean UI/easy to use
    45. 45. User Contribution is high
    46. 46. Useful information & code samples</li></li></ul><li>X<br />OOBE<br />OBE<br />
    47. 47. Trying to On Ramp To Our Stuff – Where Do You Start?<br />How do I onboard the community? <br />
    48. 48. How do I Start to get Noticed?<br />Real World Example (www.microsoft.com/web)<br />
    49. 49. SEO SEOSEO<br />Microsoft SEO Toolkit<br />
    50. 50.
    51. 51. Bootstrapping Organic Search<br />Search keywords such as “Install PHP Windows”, “Install Wordpress”, “Search Optimization Tools”, etc. <br />Drive search traffic by leveraging top apps (Wordpress 40% PHP app market share), products and workload keywords<br />Start building Organic (Discovery) by raising awareness initially with Advertising (Direct) traffic.<br />Build Top Product/App Pages enable ad traffic that also lend themselves towards organic search for /Web<br />Compliment with site-wide optimization of content/link structures for search<br />
    52. 52. #5: Connect<br />
    53. 53. Listen<br />Listen<br />Critical to have an outlet for community and customers to provide feedback & ask questions <br /><ul><li> Newsgroups
    54. 54. Comments sections
    55. 55. Phone number
    56. 56. Email aliases
    57. 57. A real Person</li></li></ul><li>Respond<br />People & communities want answers to their questions & comments.<br />Provide access to real people<br />Increases customer relationship & stickiness to community<br />Respond in public if possible; likely other community members have the same questions<br />
    58. 58. Audience Connection Methods<br />Pick your methods of communication<br />Ensure it scales<br />Make it easy to remember/access/push method: user names, links, RSS, ATOM<br />Commitment <br />Be Patient<br />
    59. 59. Provide Personalities<br />Provide Interesting Facts/Tidbits/ Information<br />What are you doing? <br />Be polite and respectful<br />Take time to respond<br />Be relevant; be credible<br />HAVE PASSION! <br />
    60. 60. Core Takeaways<br />
    61. 61. Questions? <br />
    62. 62. Lauren Cooney Web Platform & Standards, MicrosoftFollow me on Twitter: @lcooneyEmail me: lcooney@microsoft.com<br />Thank You!<br />

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