Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Carlo Longino 
VP Developer Program Services 
carlo@wip.org 
November 12, 2014 
Apps World London 
DRIVING DEVELOPERS TO Y...
About WIP Factory 
• The first B2D marketing 
agency 
• Strategic consulting and 
outreach services 
• API providers, plat...
Agenda 
• The API landscape 
• Targeting and segmenting developers 
• The importance of onboarding 
© Wireless Industry Pa...
What do we want from our APIs? 
Increased 
revenue 
Lower 
costs 
New 
users 
Faster 
time to 
market 
Stickiness 
/lock-i...
What we are really asking is: 
What do we want developers 
to do with our APIs? 
© Wireless Industry Partnership Connector...
What is the landscape like? 
Millions of 
developers 
From Flickr user jamescridland 
Thousands of 
APIs 
© Wireless Indus...
How Many Developers? 
• IDC: 18.5 million Software Developers 
• EDC: 18.2 million Developers 
• Plumbre: 43 million Softw...
Last week: 
12,282 
© Wireless Industry Partnership Connector Inc.
What this means for your API program: 
You need to focus on 
the right developers. 
You need to convince them 
to invest t...
Targeting “All 
Developers” 
is not an effective 
strategy. 
© Wireless Industry Partnership Connector Inc.
“We’re targeting the Long Tail.” 
That’s doesn’t work either -- still too broad. 
http://onebigphoto.com/a-long-tail-of-st...
Developers come in many 
different colors. 
Technical Factors 
Android iOS 
Frontend Backend 
Developer Designer 
Java C++...
Developers aren’t all the same. 
You don’t have unlimited resources. 
Filter & group based on relevant characteristics. 
E...
Developer marketing truths: 
There are many types of developers. 
Which are most important for you? 
Different groups of d...
Once you have the right group, 
Set them off to the races! 
© Wireless Industry Partnership Connector Inc.
What developers are looking for from you* 
Credibility Support Success 
*(beyond a product/service that fulfills a need) 
...
How developers find these 
© Wireless Industry Partnership Connector Inc. 
Typical 
“marketing” 
channels and 
activities ...
Onboarding 
• The process of getting a developer to use your 
product or service 
• Post-awareness, exploration, getting s...
Why is it so important? 
• It’s crucial to minimize the 
hurdles/obstacles/friction between getting 
started and going liv...
© Wireless Industry Partnership Connector Inc.
First Impression 
• Understand WHO they are, and 
the timing and context around 
their needs. 
• Who is this for? 
• What ...
Product Messaging 
• Expand on the 
value proposition 
© Wireless Industry Partnership Connector Inc. 
Why would I 
use th...
Examples and Case Studies 
• Show developers how it’s working, rather than 
telling them. 
• Builds understanding and cred...
Registration 
• Your best chance to screw 
things up! 
• Ask for as little info as 
necessary 
• Being able to use the 
to...
Getting Started 
• What is your Time To First 
Hello World? 
• How quickly can 
developers see results? 
• Do you have a b...
Docs and Support 
• Get the content correct & and 
make it easy to use 
• No PDFs, DOCs, use HTML 
• Make your search work...
Libraries and SDKs 
• Create the right ones for your 
users 
• Link to outside libraries and 
open-source projects 
• Crea...
To Sum Up 
1. Find the right developers. 
2. Understand what they want and need. 
3. Light the way for them, and help them...
INNOVATION 
Starts with Developers 
Let us Build your Developer Ecosystem 
Strategy, Onboarding, Outreach, Events 
Carlo L...
Upcoming SlideShare
Loading in …5
×

Driving Developers To Your API

446 views

Published on

Simply having an API available isn't enough. This presentation covers how to ensure you maximize your returns from developer interest in your APIs. Presented at Apps World London, November 2014.

Published in: Technology
  • Be the first to comment

Driving Developers To Your API

  1. 1. Carlo Longino VP Developer Program Services carlo@wip.org November 12, 2014 Apps World London DRIVING DEVELOPERS TO YOUR API
  2. 2. About WIP Factory • The first B2D marketing agency • Strategic consulting and outreach services • API providers, platform vendors, device makers, developer programs of all stripes © Wireless Industry Partnership Connector Inc.
  3. 3. Agenda • The API landscape • Targeting and segmenting developers • The importance of onboarding © Wireless Industry Partnership Connector Inc.
  4. 4. What do we want from our APIs? Increased revenue Lower costs New users Faster time to market Stickiness /lock-in Wider content spread Lead generation Increased traffic INNOVATION © Wireless Industry Partnership Connector Inc.
  5. 5. What we are really asking is: What do we want developers to do with our APIs? © Wireless Industry Partnership Connector Inc.
  6. 6. What is the landscape like? Millions of developers From Flickr user jamescridland Thousands of APIs © Wireless Industry Partnership Connector Inc.
  7. 7. How Many Developers? • IDC: 18.5 million Software Developers • EDC: 18.2 million Developers • Plumbre: 43 million Software developers https://plumbr.eu/blog/how-many-java-developers-in-the-world • Stackoverflow: 26.9 million monthly Visitors • WIP: Over 50% of developers visit SO every week → Developers=>50 million © Wireless Industry Partnership Connector Inc.
  8. 8. Last week: 12,282 © Wireless Industry Partnership Connector Inc.
  9. 9. What this means for your API program: You need to focus on the right developers. You need to convince them to invest their currency – time – in your APIs. © Wireless Industry Partnership Connector Inc.
  10. 10. Targeting “All Developers” is not an effective strategy. © Wireless Industry Partnership Connector Inc.
  11. 11. “We’re targeting the Long Tail.” That’s doesn’t work either -- still too broad. http://onebigphoto.com/a-long-tail-of-stingray/ © Wireless Industry Partnership Connector Inc.
  12. 12. Developers come in many different colors. Technical Factors Android iOS Frontend Backend Developer Designer Java C++ Mac PC Web Mobile Eclipse Visual Studio Human Factors Individuals Companies Internal External Coder Suit Big Company Small Company Indie Agency Hobbyist Pro Enterprise Consumer © Wireless Industry Partnership Connector Inc.
  13. 13. Developers aren’t all the same. You don’t have unlimited resources. Filter & group based on relevant characteristics. Each needs different services, support, marketing messages and activities.
  14. 14. Developer marketing truths: There are many types of developers. Which are most important for you? Different groups of developers have different needs and desires. © Wireless Industry Partnership Connector Inc.
  15. 15. Once you have the right group, Set them off to the races! © Wireless Industry Partnership Connector Inc.
  16. 16. What developers are looking for from you* Credibility Support Success *(beyond a product/service that fulfills a need) © Wireless Industry Partnership Connector Inc. • Do they know what they’re talking about? • Can I trust their claims? • Can I help myself? • When something goes wrong, can it get fixed? • Can they deliver a win?
  17. 17. How developers find these © Wireless Industry Partnership Connector Inc. Typical “marketing” channels and activities By using – or attempting to use – your product
  18. 18. Onboarding • The process of getting a developer to use your product or service • Post-awareness, exploration, getting started, learning, going live, using your stuff • Ask a dev: “Sounds like waterboarding” – Because too often, it is
  19. 19. Why is it so important? • It’s crucial to minimize the hurdles/obstacles/friction between getting started and going live • This is where you will lose the most developers from your program • It’s also something you have a lot of control over!
  20. 20. © Wireless Industry Partnership Connector Inc.
  21. 21. First Impression • Understand WHO they are, and the timing and context around their needs. • Who is this for? • What does it do? • What’s in it for me? © Wireless Industry Partnership Connector Inc.
  22. 22. Product Messaging • Expand on the value proposition © Wireless Industry Partnership Connector Inc. Why would I use this product? Why is it better than other solutions? Why does it deserve my time? Where’s my win?
  23. 23. Examples and Case Studies • Show developers how it’s working, rather than telling them. • Builds understanding and credibility • Focus on speaking to the right context • Show the benefits © Wireless Industry Partnership Connector Inc.
  24. 24. Registration • Your best chance to screw things up! • Ask for as little info as necessary • Being able to use the tool/API/SDK/code is part of the learning and decision-making process © Wireless Industry Partnership Connector Inc.
  25. 25. Getting Started • What is your Time To First Hello World? • How quickly can developers see results? • Do you have a bulletproof Quick Start Guide? “You'd use these to hand-write your computer programs. In pencil.” “The next day you could find out if your code compiled or not.” http://simonallardice.com/general/2014/03/17/first-computer.html © Wireless Industry Partnership Connector Inc.
  26. 26. Docs and Support • Get the content correct & and make it easy to use • No PDFs, DOCs, use HTML • Make your search work • Don’t hide behind logins • Don’t forget code samples, and demos • Forums – meh… - go where developers go © Wireless Industry Partnership Connector Inc.
  27. 27. Libraries and SDKs • Create the right ones for your users • Link to outside libraries and open-source projects • Creates currency with community, as well as supports developers © Wireless Industry Partnership Connector Inc.
  28. 28. To Sum Up 1. Find the right developers. 2. Understand what they want and need. 3. Light the way for them, and help them down the path. 4. Manage your expectations. © Wireless Industry Partnership Connector Inc.
  29. 29. INNOVATION Starts with Developers Let us Build your Developer Ecosystem Strategy, Onboarding, Outreach, Events Carlo Longino, VP of Developer Program Services carlo@wip.org Community: www.wip.org Agency: www.wipfactory.com © Wireless Industry Partnership Connector Inc. Vancouver, Canada – Austin, USA – Barcelona, Spain

×