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Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
Getting Your API Discovered the Secret to API Promotion
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Getting Your API Discovered the Secret to API Promotion

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Getting Your API Discovered: The Secret to API Promotion featuring ProgrammableWeb …

Getting Your API Discovered: The Secret to API Promotion featuring ProgrammableWeb
Engage and on-board third-party developers to maximize the value of enterprise APIs


Using API publishing as a means for opening enterprise information assets to outside developers creates the promise of new revenue channels, expanded market reach and enhanced customer retention. But simply building an API does not guarantee these benefits. An open API can only create true value for an enterprise if it is discovered and used by third-party developers.

Therefore, enterprises need ways to promote their open APIs, in order to engage and on-board developers. This webinar, presented by API management vendor Layer 7 Technologies and API community pioneer ProgrammableWeb, will explore a range of best practices for API promotion and developer community building.
You Will Learn

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  • 1. Getting Your API Discovered: The Secret to APIPromotion featuring ProgrammableWeb Dana Crane  John Musser Product Marketing Manager Founder Layer 7 Technologies ProgrammableWebJune 5, 2012
  • 2. Housekeeping Questions - Chat any questions you have and we’ll answer them at the end of this call Twitter facebook.com/layer7 - Today’s event hashtag: layer7.com/linkedin - #L7webinar layer7.com/blogs - Follow us on Twitter: - @layer7 - @johnmusser - @programmableweb Layer 7 Confidential 2
  • 3. yea rs  7   PIs   00 +  A tories   6,0 new s  s 3 ,000+  
  • 4. API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  • 5. 8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  • 6. 18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  • 7. 9  Months   18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  • 8. 6  Months   9  Months   18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  • 9. 4  Months   6  Months   9  Months   18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  • 10. 3  Months   4  Months   6  Months   9  Months   18  Months   8  Years   API growth rateBased on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
  • 11. POST  /GetStock  HTTP/1.1   GET  hXp://example.org/stock/IBM  Host:  www.example.org  Content-­‐Type:  applicaNon/soap+xml    <?xml  version="1.0"?>  <soap:Envelope  xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐envelope"  soap:encodingStyle="hXp://www.w3.org/2001/12/soap-­‐encoding">    <soap:Body  xmlns:m="hXp://www.example.org/stock">      <m:GetStockPrice>          <m:StockName>IBM</m:StockName>      </m:GetStockPrice>  </soap:Body>  </soap:Envelope>   HOT or NOT
  • 12. SOAP RESTPOST  /GetStock  HTTP/1.1   GET  hXp://example.org/stock/IBM  Host:  www.example.org  Content-­‐Type:  applicaNon/soap+xml    <?xml  version="1.0"?>  <soap:Envelope  xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐envelope"  soap:encodingStyle="hXp://www.w3.org/2001/12/soap-­‐encoding">    <soap:Body  xmlns:m="hXp://www.example.org/stock">      <m:GetStockPrice>          <m:StockName>IBM</m:StockName>      </m:GetStockPrice>  </soap:Body>  </soap:Envelope>  
  • 13. API protocols and stylesBased on directory of 5,100 web APIs listed at ProgrammableWeb, February 2012
  • 14. {   <?xml  version="1.0"?>          "symbol":  ”IBM",   <soap:Envelope          "price":  94.72,   xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐ envelope"  }   soap:encodingStyle="hXp://www.w3.org/ 2001/12/soap-­‐encoding">     <soap:Body  xmlns:m="hXp://www.example.org/ stock">      <m:GetStockPriceResponse>          <m:Price>34.5</m:Price>      </m:GetStockPriceResponse>   </soap:Body>     </soap:Envelope>   HOT or NOT
  • 15. JSON XML{   <?xml  version="1.0"?>          "symbol":  ”IBM",   <soap:Envelope          "price":  94.72,   xmlns:soap="hXp://www.w3.org/2001/12/soap-­‐ envelope"  }   soap:encodingStyle="hXp://www.w3.org/ 2001/12/soap-­‐encoding">     <soap:Body  xmlns:m="hXp://www.example.org/ stock">      <m:GetStockPriceResponse>          <m:Price>34.5</m:Price>      </m:GetStockPriceResponse>   </soap:Body>     </soap:Envelope>  
  • 16. Percentage of REST APIs supporting JSON Based on directory of 5,800 web APIs listed at ProgrammableWeb, May 2012
  • 17. API Billionaires Club 13 billion API calls / day (May 2011) 5 billion API calls / day (April 2010) 5 billion API calls / day (October 2009) 1.4 billion API calls / day (May 2012) 1.1 billion API calls / day (April 2011) 1 billion API calls / day (May 2012) 1 billion API calls / day (Q1 2012) 1 billion API calls / day (January 2012)
  • 18. More API Billionaires 12 billion API calls / month (May 2011) 5 billion API calls / month (May 2011) 3.7 billion calls / month (August 2011) 3 billion API calls / month (July 2011) 2.5 billion API calls / month (April 2012) 6 billion API calls / month (February 2011) 3.2 billion API-delivered stories / month (October 2011) 2 billion API calls / month (December 2010)
  • 19. HOT or NOT
  • 20. Hackathons
  • 21. Hands-on promotion # hackathons Q1 2012: Jan: 35 Feb: 57 Mar: 68max prize in 2011 >= $100,000 data via @kinlane
  • 22. Learn from API leaders
  • 23. API as Productcustomer == developer
  • 24. Should you brand your API? New API “Powered by” = =
  • 25. HOT or NOT
  • 26. Interactive Documentation
  • 27. Select methodEnter paramsClick buttonSee resultsGo write code…
  • 28. How PW works High level API overview Track  this  API   Related  content  Database  driven   Technical specificationsAlgorithmic   My  APIs   Mashups & devsPersonalized   using the API API  related  source   code  Community   API  category  blog   posNngs   Related APIs by category, tag and “devs that used this, also used…” User comments
  • 29. Make APIs social
  • 30. Finding complementary APIs
  • 31. Why  do  we  need   Of  course  we   Why  do  we   Of  course  we   a  Web  site?   have  a  Web  site   need  an  API?   have  an  API   1995 2000 2005 2010
  • 32. Thank You QuesNons,  ideas,  comments?john@programmableweb.com   @johnmusser    
  • 33. Photo  credits  Hackers:  hXp://www.flickr.com/photos/hackny/5684846071/  Bored  conference:  hXp://www.flickr.com/photos/padorange/2580180117/      
  • 34. Traditional “Closed” APIs Divisions Cloud API Mobile Partners Layer 7 Confidential 3
  • 35. Open APIs Divisions Cloud API Mobile Partners Layer 7 Confidential 4
  • 36. “If You Build It, They Will Come” Layer 7 Confidential 5
  • 37. The New Business Model: B2D Developers are a new channel to market - Business Case (get the buy in; get the funding) - Channel Manager - Build the Community Layer 7 Confidential 6
  • 38. PROMOTING YOUR APIs Layer 7 Confidential 7
  • 39. Attracting Developers – Getting the Word Out  API Management Vendor  API Evangelist Layer 7 Confidential 8
  • 40. Attracting Developers – Getting the Word Out  Rely on your API Mgmt Vendor  Hire an API Evangelist Layer 7 Confidential 9
  • 41. Attracting Developers – API as Product  First to Market  Whole Product Layer 7 Confidential 10
  • 42. Attracting Developers – API as Product  First to Market Wins  Whole Product Wins Layer 7 Confidential 11
  • 43. FT & Creating a Whole Product for Emerging Markets Layer 7 Confidential 12
  • 44. Attracting Developers – Build Sample Apps  IT-built  Outsourced Layer 7 Confidential 13
  • 45. Attracting Developers – Build Sample Apps  Don’t Sell IT Short  Outsourced Development Layer 7 Confidential 14
  • 46. Attracting Developers – Incentivize  Show Me the Code  Show Me the Money Layer 7 Confidential 15
  • 47. Attracting Developers – Incentivize  Empower Developers  Enrich Developer$ Layer 7 Confidential 16
  • 48. Examples Layer 7 Confidential 17
  • 49. Attracting Developers – Advertise  Word of Mouth  Marketing Layer 7 Confidential 18
  • 50. Attracting Developers – Advertise  Measure & Reward Developers  Blah, Blah, Blah Layer 7 Confidential 19
  • 51. API Discovery Layer 7 Confidential 20
  • 52. Documentation Layer 7 Confidential 21
  • 53. API Explorer Layer 7 Confidential 22
  • 54. Forums Layer 7 Confidential 23
  • 55. API Reporting Layer 7 Confidential 24
  • 56. Questions? Dana Crane John Musser Product Marketing Manager Founder Layer 7 Technologies ProgrammableWeb dcrane@layer7.com john@programmableweb.com Layer 7 Confidential 25
  • 57. Next Layer 7 WebinarHow to Make Your Enterprise Apps Mobile-Ready, FastLeverage backend mobile middleware to deliver mobile-ready enterprise APIsJune 21, 20129am PDT | 12pm EDT | 5pm BSTLayer7.com/webinars Layer 7 Confidential 26

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