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ROI for APIs: Using Hackathons to Evaluate Your API Program

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Use hackathons to gather data on the value of your API publishing program …

Use hackathons to gather data on the value of your API publishing program

APIs are quickly becoming brands of their own and requiring product management strategies and marketing campaigns to be built around them to ensure they are effective. Hackathons provide a great way to grow developer awareness of APIs and attract the attention of thought leaders and influencers. But how do you demonstrate quantifiable ROI?

Join this webinar with AT&T's Developer Evangelist, Alex Donn, TechCrunch's Hackathon Events Manager Leslie Hitchcock and Layer 7's API Evangelist, Alex Gaber to learn how you can get feedback and data from hackathons that will help you prove the value of your API program.

You Will Learn
Which ROI metrics business managers want to see
What types of product research and testing you can conduct at a hackathon
How to collect feedback and data at the event

Presented by:

Leslie Hitchcock
Hackathon Events Manager
TechCrunch

Alex Donn
Developer Evangelist
AT&T

Alex Gaber
API Evangelist
Layer 7

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  • 1. Webinar: Business ROI for APIsMarch 14th, 2013
  • 2. Webinar HousekeepingQuestions- Please use WebEx Chat any questions you have and we’ll answer them at the end of this webinarTwitter: Event hashtag: #L7webinarFollow us on Twitter:• @Layer7• @ATTDeveloper• @TechCrunch• @LSH• @Alex_Donn• @Intalex Layer 7 Confidential Layer 7 Confidential 2
  • 3. Webinar Presenters: Business ROI for APIs Leslie Hitchcock @LSH Hackathon Events Manager TechCrunch Alex Donn @Alex_Donn Head of Hackathons AT&T Alex Gaber @Intalex API Evangelist Layer 7 Layer 7 Confidential 3
  • 4. Agenda for Today’s WebinarTopic: Business ROI for APIs1. API Business Models2. Building an API Brand3. Hackathons for API Promotion and Success4. Hackathon ROI for APIs5. Developer API Challenges Layer 7 Confidential Layer 7 Confidential 4
  • 5. Agenda for Today’s WebinarTopic: Business ROI for APIs1. API Business Models2. Building an API Brand3. Hackathons for API Promotion and Success4. Hackathon ROI for APIs5. Developer API Challenges Layer 7 Confidential Layer 7 Confidential 5
  • 6. 1. API Business ModelsVarious Business Models Exist for APIs• Per API Call• Per API Payload• Transactional Revenue• Firehose API• Platform API Layer 7 Confidential Layer 7 Confidential 6
  • 7. 1. API Business Models: Per API CallPer API CallExample:TwilioText messages sent viaan API are billed at$0.01 per message Layer 7 Confidential Layer 7 Confidential 7
  • 8. 1. API Business Models: Per API PayloadPer API PayloadExample:AT&T Speech APIVoice transcriptionsvia an API are billedat $X.XX per word Layer 7 Confidential Layer 7 Confidential 8
  • 9. 1. API Business Models: Transactional Revenue APITransactional Revenue APIExample:Expedia EAN APIHotel is booked via anaffiliate application,earning the affiliate acommission Layer 7 Confidential Layer 7 Confidential 9
  • 10. 1. API Business Models: Firehose APIFirehose APIExample:Twitter API Please email api at twitter.com withLarge scale access your use case, a brief description ofto API for partners your organization, and the requestedbuilding significant access level(s) you require. As aintegrations general rule, firehose access is rarely granted. You may want to investigate using a service such as gnip or datasift to access this data. Layer 7 Confidential Layer 7 Confidential 10
  • 11. 1. API Business Models: Platform APIPlatform APIExample:Salesforce.comAPI Provided tocustomers to buildintegrations Layer 7 Confidential Layer 7 Confidential 11
  • 12. Agenda for Today’s WebinarTopic: Business ROI for APIs1. API Business Models2. Building an API Brand3. Hackathons for API Promotion and Success4. Hackathon ROI for APIs5. Developer API Challenges Layer 7 Confidential Layer 7 Confidential 12
  • 13. 2. Building a Brand Around Your APIPromoting a brand around your API helps you get marketplacetraction and allows you to market your API as a business in and ofitself.• Approach your API like a product• What engages consumers or B2B customers may not be appropriate for a dev audience• Analyze companies that are exclusively API businesses such as Twilio, Stripe and Singly• Invest in your API and promote it accordingly Layer 7 Confidential Layer 7 Confidential 13
  • 14. 2. Building a Brand Around Your APIProviding Integration with Mobile App Developer Tools AT&T API Plugin for Appcelerator Layer 7 Confidential Layer 7 Confidential 14
  • 15. 2. Building a Brand Around Your APIProviding Integration with Mobile App Developer Tools SendGrid API Plugin for Tiggzi Layer 7 Confidential Layer 7 Confidential 15
  • 16. Agenda for Today’s WebinarTopic: Business ROI for APIs1. API Business Models2. Building an API Brand3. Hackathons for API Promotion and Success4. Hackathon ROI for APIs5. Developer API Challenges Layer 7 Confidential Layer 7 Confidential 16
  • 17. 3. Hackathons for API Promotion and Success opportunity cost ($ per developer) effort (enterprise vs social) do your APIs solve a problem? Layer 7 Confidential 17
  • 18. Agenda for Today’s WebinarTopic: Business ROI for APIs1. API Business Models2. Building an API Brand3. Hackathons for API Promotion and Success4. Hackathon ROI for APIs5. Developer API Challenges Layer 7 Confidential Layer 7 Confidential 18
  • 19. 4. Hackathon ROI for APIs good general marketing good brand building good NPS excellent $/developer Layer 7 Confidential 19
  • 20. 2012 Disrupt San Francisco Hackathon:By the Numbers 500+ 1100+ Hack Presentation 40+ Hackathon Sponsors Hackers Attendees Layer 7 Confidential 20 20
  • 21. TechCrunch Hackathon PartnershipsMost successful Hackathonpartnerships:• API Workshops• Custom Contests• Themed Mini Hacks• Hack Day “Table Area” Layer 7 Confidential 21 21
  • 22. 2012 Disrupt Hackathon:Ford Partnership Use StudyFord’s continued efforts in reachingTechCrunch’s developer audience have paidoff, year over year.What worked?• Marketing efforts on TechCrunch Event Site, Hackathon Wiki and directly to Hackathon registrants drove participation in their mini Auto-themed hackathon• Ford PR pitched API exclusively to TechCrunch writing team, independently of Disrupt sponsorship• 70+ teams applied to participate in Ford’s mini-hackathon, up from approximately 30 in 2011• 6 teams were chosen and competed for Ford’s prize: Ford Sync partnership and a trip to CES 2013• Winner gained exposure through Ford in USA Today Money section Layer 7 Confidential 22 22
  • 23. 2012 Disrupt Hackathon: Locu Partnership Use StudyIn first year out of incubation, seed-funded Locu had largest overallimplementation of a sponsored API.What worked?• TechCrunch targeted Locu for an API Workshop (only 6 available)• Marketing efforts on TechCrunch Event Site, Hackathon Wiki plus Locu social efforts made their API Workshop standing room only• 150 hacks submitted, 20% used Locu API Layer 7 Confidential 23 23
  • 24. Agenda for Today’s WebinarTopic: Business ROI for APIs1. API Business Models2. Building an API Brand3. Hackathons for API Promotion and Success4. Hackathon ROI for APIs5. Developer API Challenges Layer 7 Confidential Layer 7 Confidential 24
  • 25. 5. Developer API Challenges On-site support Solid virtual technical systems Good documentation Layer 7 Confidential 25
  • 26. Layer 7 Mobile App Single Sign On Contact us today! http://www.layer7.com @Layer7 Layer 7 Confidential 26
  • 27. Upcoming Tech TalkEnterprise Mobility and BYOD March 26, 9am PST Special Guests: VP Client Solutions Matt McLarty and Leif Bildoy Product Manager, Mobile Details: www.layer7.com/live Tweet Questions: #layer7live Layer 7 Confidential 27
  • 28. Questions? Layer 7 Confidential 28

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