Web2Expo NY 2009 Presentation
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Web2Expo NY 2009 Presentation



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.

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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Web2Expo NY 2009 Presentation Web2Expo NY 2009 Presentation Presentation Transcript

  • Building a Site for your Developer Community
    Lauren Cooney
    GPM, Web Platform & Standards
  • Who Am I?
    Not Evil
    • Microsoft (Web Platform & Standards, Developer Division)
    - IBM (Apache Geronimo; Info Management CTO Office)
    • BEA Systems (dev2dev)
    • Apache Foundation View slide
    • Eclipse View slide
    • CodePlex Foundation
    • Advisory Board, Web2Expo SF
  • Porter’s 5 Forces?
  • Cooney’s 5 Forces of Site Community
  • #1: Clarity
  • Why am I building this website? What are my Top Level Goals?
    Questions to ask:
    What need am I addressing?
    Does my company already have a site that addresses these needs?
    What results do I want to see?
    How am I going to achieve these goals?
    What does success look like?
  • #2: Customer
  • Who is my Target Audience?
    Who is the target audience?
    Is there another community out there that fits these needs (competitor/partner?)
    Do I partner or do I create my own community?
    What is my differentiator & how do I create that (is there one of value)?
  • Who is Your Customer?
    • Customers are different than “target audience.”
    • Figuring out your site customer involves segmenting the target audience
    • Both of these audiences require different types of content and different types of websites and communication mechanisms
  • How do I Segment my Audience?
    Less is More:
    Tips and Tactics (on the cheap)
    • Look at competitor sites.
    • Data is available on lots of different websites for free or a fraction of the cost of analyst reports/DevTrackers
    • Scouring public blogs, wikis, research sites
    • Sometimes analysts offer up free reports
    • Talking to people in the industry
  • #3: Content
  • Content: At the Core of Websites
    Why Content is so Important:
    • Content is KING
    • Good content is absolutely critical; poor content means you’ll lose customers (no repeat visitors)
    • Helps new users or current customers learn about news, new products & information critical
    • Important in helping customers build out their skill set
    • Core way to get developers plugged in/bought in.
  • What Content is Good?
    What is Good Content?
    • Less is More (Good Content v Bad Content)
    • Developer websites need code
    • Interactive content is good (but keep it short & to the point)
    • Short Videos
    • Learning tutorials
    • Demos
    • Step by step articles/how to
    • Interviews with the experts
    • Blogs
    • Syndication
  • How to Get Good Content
    Tips & Tricks (on the cheap):
    • Have a volunteer Editor
    • Ensure you have company buy-in; ask engineers/product managers to contribute
    • Ask the community to contribute
    • Syndication deals
    • Search for good bloggers
    How do I ensure it’s good?
    • Commenting
    • Rating ability
    • Provide editor’s email address (be accessible)
  • Once You Get the Content
    Information Architecture is Critical
  • #4 Community
  • Characteristics of Great Community Sites
    • Great mechanisms for conversation
    • Allow for feedback & bi-directional conversations
    • Employees listen & react
    • Voting/commenting/rating abilities
    • Clean UI/easy to use
    • User Contribution is high
    • Useful information & code samples
  • Trying to On Ramp To Our Stuff – Where Do You Start?
    How do I onboard the community?
  • How do I Start to get Noticed?
    Real World Example (www.microsoft.com/web)
    Works on both
    Windows & Linux Sites!
    Microsoft SEO Toolkit
  • #5: Connect
  • Listen
    Critical to have an outlet for community and customers to provide feedback & ask questions
    • Newsgroups
    • Comments sections
    • Phone number
    • Email aliases
    • A real Person
  • Respond
    People & communities want answers to their questions & comments.
    Provide access to real people
    Increases customer relationship & stickiness to community
    Respond in public if possible; likely other community members have the same questions
  • Audience Connection Methods
    Pick your methods of communication
    Ensure it scales
    Make it easy to remember/access/push method: user names, links, RSS, ATOM
    Be Patient
  • Provide Personalities
    Provide Interesting Facts/Tidbits/ Information
    What are you doing?
    Be polite and respectful
    Take time to respond
    Be relevant; be credible
  • Core Takeaways
  • Questions?
  • Lauren Cooney Web Platform & Standards, MicrosoftFollow me on Twitter: @lcooneyEmail me: lcooney@microsoft.com
    Thank You!