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©PRESENTERS/HADFIELDJONES/APIGEE
1
Highlights from Masterclass:
How To Build
Successful Developer Programs
Jeff Hadfield
@j...
©PRESENTERS/HADFIELDJONES/APIGEE
JEFF HADFIELD
@jhadfield
Marketer, Publisher,
Speaker, Coach, Editor,
Writer, Entrepreneur...
©PRESENTERS/HADFIELDJONES/APIGEE
Estimated Agenda
3
9:30 – 11:00 Market Briefing & Insights
11:00 – 11:30 Success Stories
1...
©PRESENTERS/HADFIELDJONES/APIGEE
4
Market
Developers
Product
Programs
Outreach &
Marketing
What are the latest trends and ...
©PRESENTERS/HADFIELDJONES/APIGEE
#ILOVEAPIS
#MASTERCLASS
@jhadfield
©PRESENTERS/HADFIELDJONES/APIGEE
Market Briefing
6
©PRESENTERS/HADFIELDJONES/APIGEE
Market Trends
Michael Rasalan
Evans Data
7
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
More Market Insights
Jeff Hadfield
HADFIELD JONES
9
©PRESENTERS/HADFIELDJONES/APIGEE
Deloitte: API Trends 2015
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
2015 Gartner Hype Cycle
©PRESENTERS/HADFIELDJONES/APIGEE
Developer Economics | State of the D eveloper Nation Q3 2 01 5 | © VisionM obile | All ri...
©PRESENTERS/HADFIELDJONES/APIGEE
Developer Economics | State of the Developer Nation Q3 2 01 5 | © VisionM obile | All rig...
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
Language Popularity
©PRESENTERS/HADFIELDJONES/APIGEE
Developer Economics | State of the Developer Nation Q3 2 01 5 | © VisionM obile | All rig...
©PRESENTERS/HADFIELDJONES/APIGEE
Developer Economics | State of the Developer Nation Q3 2 01 5 | © VisionM obile | All rig...
©PRESENTERS/HADFIELDJONES/APIGEE
20
©PRESENTERS/HADFIELDJONES/APIGEE
Developers Affect IT Buying
2
1
Consider Add ValueAdopt Ops
‣  Developers consulted
on te...
©PRESENTERS/HADFIELDJONES/APIGEE
‘THE APP EFFECT’
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
Product
24
©PRESENTERS/HADFIELDJONES/APIGEE
Sphero: A Developer-Driven Success Story
Bruce Jones
HADFIELD JONES
2
5
©PRESENTERS/HADFIELDJONES/APIGEE
Recruiting Partners
Michael Leppitsch, Global Digital Transformation Services
Apigee
2
6
©PRESENTERS/HADFIELDJONES/APIGEE
Exercise: Value Proposition Canvas
Jeff Hadfield
HADFIELD JONES
2
7
©PRESENTERS/HADFIELDJONES/APIGEE
Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Value Proposi...
©PRESENTERS/HADFIELDJONES/APIGEE
Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Value Proposi...
©PRESENTERS/HADFIELDJONES/APIGEE
Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Value Proposi...
©PRESENTERS/HADFIELDJONES/APIGEE
Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Value Proposi...
©PRESENTERS/HADFIELDJONES/APIGEE
Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Value Proposi...
©PRESENTERS/HADFIELDJONES/APIGEE
E X E R C I S E
Let’s try it for your products!
©PRESENTERS/HADFIELDJONES/APIGEE
Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Value Proposi...
©PRESENTERS/HADFIELDJONES/APIGEE
EVERY COMPANY AND API IS
[UNFORTUNATELY]
UNIQUE
SO DON’T OVER-RESEARCH
©PRESENTERS/HADFIELDJONES/APIGEE
The best way to get to know your customers
is to talk to them
•  You can build a survey, ...
©PRESENTERS/HADFIELDJONES/APIGEE
Here’s what to ask
•  What does your usual day look like?
•  What are your biggest challe...
©PRESENTERS/HADFIELDJONES/APIGEE
E X E R C I S E
Call one of your customers at lunch using these questions.
Share with me ...
©PRESENTERS/HADFIELDJONES/APIGEE
L U N C H
#ILOVEAPIS
#MASTERCLASS
@jhadfield
©PRESENTERS/HADFIELDJONES/APIGEE
Success Story: Swisscom
Kay Lummitsch
Swisscom
4
0
©PRESENTERS/HADFIELDJONES/APIGEE
41
Market
Developers
Product
Programs
Outreach &
Marketing
What are the latest trends and...
©PRESENTERS/HADFIELDJONES/APIGEE
Understanding Developers
Jeff Hadfield
HADFIELD JONES
4
2
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
18,550,000*
Developers worldwide
Includes about 7,500,000 hobbyist programmers
*7.3B peop...
©PRESENTERS/HADFIELDJONES/APIGEE
Developer Segmentation
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
5
2
84%Developers use open
source software
©PRESENTERS/HADFIELDJONES/APIGEE
©PRESENTERS/HADFIELDJONES/APIGEE
Partner’s
developers
Identify Customers, Match API and Marketing
Strategies
Only	Internal...
©PRESENTERS/HADFIELDJONES/APIGEE
Keys to Marketing To Developers
Core human motivations
still apply to developers,
like sa...
©PRESENTERS/HADFIELDJONES/APIGEE
E X E R C I S E
Describe the developers you want to reach.
Which segments?
Are they inter...
©PRESENTERS/HADFIELDJONES/APIGEE
57
Market
Developers
Product
Programs
Outreach &
Marketing
What are the latest trends and...
©PRESENTERS/HADFIELDJONES/APIGEE
Developer Program
Best Practices
58
©PRESENTERS/HADFIELDJONES/APIGEE
Developer Program Best Practices
Jeff Hadfield
HADFIELD JONES
5
9
©PRESENTERS/HADFIELDJONES/APIGEE
Great Developer Programs Balance Four Efforts
60
Events
& Community
Web Site
& Support
Ma...
©PRESENTERS/HADFIELDJONES/APIGEE
Outreach &
Marketing
61
©PRESENTERS/HADFIELDJONES/APIGEE
More on Marketing
62
©PRESENTERS/HADFIELDJONES/APIGEE
Apigee’s Developer Program Hierarchy of Needs
Experience
Awareness
Business Model
Access
...
©PRESENTERS/HADFIELDJONES/APIGEE
6
4
Adoption
Engagement
Awareness
Understanding
Do they know they have a problem and that...
©PRESENTERS/HADFIELDJONES/APIGEE
CONTENT MARKETING
IS THE SINGLE MOST IMPORTANT
MARKETING TACTIC
YOU CAN EMPLOY.
BUT ONLY ...
©PRESENTERS/HADFIELDJONES/APIGEE
Core content types
•  Once you understand your goals, trends, customers and their needs t...
©PRESENTERS/HADFIELDJONES/APIGEE
Anchor Content
Highlight/Expand
Highlight/Expand
SlideShare
Infographic
Video
Webinar
Int...
©PRESENTERS/HADFIELDJONES/APIGEE
Content
Amplification
Sharing
Content reach is limited without social efforts
©PRESENTERS/HADFIELDJONES/APIGEE
Content gains value in promotion, sharing
•  Build a content calendar
•  Break it into sm...
©PRESENTERS/HADFIELDJONES/APIGEE
Thank you
Get in touch!
Jeff Hadfield
jeff@hadfieldjones.com
@jhadfield
70
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I Love APIs 2015: MasterClass Developer Programs and Marketing Workshop

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I Love APIs 2015
Jeff Hadfield
Hadfield Jones
http://hadfieldjones.com/

Published in: Software
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I Love APIs 2015: MasterClass Developer Programs and Marketing Workshop

  1. 1. ©PRESENTERS/HADFIELDJONES/APIGEE 1 Highlights from Masterclass: How To Build Successful Developer Programs Jeff Hadfield @jhadfield jeff@hadfieldjones.com
  2. 2. ©PRESENTERS/HADFIELDJONES/APIGEE JEFF HADFIELD @jhadfield Marketer, Publisher, Speaker, Coach, Editor, Writer, Entrepreneur HADFIELD JONES, SAP Developer Advisory Board, Developer Media, CodeProject, Visual Studio Magazine, JavaPro Magazine, VSLive! and related events, Enterprise Architect Magazine, Fawcette Technical Publications, author of Web publishing books
  3. 3. ©PRESENTERS/HADFIELDJONES/APIGEE Estimated Agenda 3 9:30 – 11:00 Market Briefing & Insights 11:00 – 11:30 Success Stories 11:30 – 12:30 Secrets of Partner Outreach Product “Story” L U N C H 13:30 – 14:15 Success Stories 14:30 – 15:30 Developers: why and who 15:30 – 16:30 Developer Program Best Practices 16:30 – 17:30 Marketing Essentials: Strategy & Tactics
  4. 4. ©PRESENTERS/HADFIELDJONES/APIGEE 4 Market Developers Product Programs Outreach & Marketing What are the latest trends and how do they affect our outreach plans? Explaining developer value – and understanding this unique audience What’s the best framework for articulating your product’s value? What are the elements of successful developer programs, and which should you adopt? Choices and opportunities for developer outreach – and which you should choose when.
  5. 5. ©PRESENTERS/HADFIELDJONES/APIGEE #ILOVEAPIS #MASTERCLASS @jhadfield
  6. 6. ©PRESENTERS/HADFIELDJONES/APIGEE Market Briefing 6
  7. 7. ©PRESENTERS/HADFIELDJONES/APIGEE Market Trends Michael Rasalan Evans Data 7
  8. 8. ©PRESENTERS/HADFIELDJONES/APIGEE
  9. 9. ©PRESENTERS/HADFIELDJONES/APIGEE More Market Insights Jeff Hadfield HADFIELD JONES 9
  10. 10. ©PRESENTERS/HADFIELDJONES/APIGEE Deloitte: API Trends 2015
  11. 11. ©PRESENTERS/HADFIELDJONES/APIGEE
  12. 12. ©PRESENTERS/HADFIELDJONES/APIGEE 2015 Gartner Hype Cycle
  13. 13. ©PRESENTERS/HADFIELDJONES/APIGEE Developer Economics | State of the D eveloper Nation Q3 2 01 5 | © VisionM obile | All rights reserved | www.developereconomics.com/go 8
  14. 14. ©PRESENTERS/HADFIELDJONES/APIGEE Developer Economics | State of the Developer Nation Q3 2 01 5 | © VisionM obile | All rights reserved | www.developereconomics.com/go 2 2
  15. 15. ©PRESENTERS/HADFIELDJONES/APIGEE
  16. 16. ©PRESENTERS/HADFIELDJONES/APIGEE
  17. 17. ©PRESENTERS/HADFIELDJONES/APIGEE Language Popularity
  18. 18. ©PRESENTERS/HADFIELDJONES/APIGEE Developer Economics | State of the Developer Nation Q3 2 01 5 | © VisionM obile | All rights reserved | www.developereconomics.com/go 3 5
  19. 19. ©PRESENTERS/HADFIELDJONES/APIGEE Developer Economics | State of the Developer Nation Q3 2 01 5 | © VisionM obile | All rights reserved | www.developereconomics.com/go 38
  20. 20. ©PRESENTERS/HADFIELDJONES/APIGEE 20
  21. 21. ©PRESENTERS/HADFIELDJONES/APIGEE Developers Affect IT Buying 2 1 Consider Add ValueAdopt Ops ‣  Developers consulted on technology decisions ‣  Developers bring solutions and ideas ‣  Developers often have veto power ‣  Developers involved in adoption process, implementation ‣  Dev/Ops trends mean development can’t be considered separately from implementation ‣  Developers instrumental in infrastructure, cloud, platform, API decisions ‣  Additional value from even infrastructure comes from developers ‣  Better partner integration ‣  Data insights ‣  Integration, apps
  22. 22. ©PRESENTERS/HADFIELDJONES/APIGEE ‘THE APP EFFECT’
  23. 23. ©PRESENTERS/HADFIELDJONES/APIGEE
  24. 24. ©PRESENTERS/HADFIELDJONES/APIGEE Product 24
  25. 25. ©PRESENTERS/HADFIELDJONES/APIGEE Sphero: A Developer-Driven Success Story Bruce Jones HADFIELD JONES 2 5
  26. 26. ©PRESENTERS/HADFIELDJONES/APIGEE Recruiting Partners Michael Leppitsch, Global Digital Transformation Services Apigee 2 6
  27. 27. ©PRESENTERS/HADFIELDJONES/APIGEE Exercise: Value Proposition Canvas Jeff Hadfield HADFIELD JONES 2 7
  28. 28. ©PRESENTERS/HADFIELDJONES/APIGEE Benefits Features Experience Needs Wants Fears Substitutes Product Customer Value Proposition Canvas Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted. Company: Product: Ideal customer:
  29. 29. ©PRESENTERS/HADFIELDJONES/APIGEE Benefits Features Experience Needs Wants Fears Substitutes Product Customer Value Proposition Canvas Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted. Company: Product: Ideal customer: Start here Why? How? What? Rational Emotional Hidden Inertia
  30. 30. ©PRESENTERS/HADFIELDJONES/APIGEE Benefits Features Experience Needs Wants Fears Substitutes Product Customer Value Proposition Canvas Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted. Company: Product: Ideal customer: What does it feel like to use your product? Risks of switching to your product? What your product do? How does your product work? What do people currently do instead? What are the emotional drivers of purchasing? What are the rational drivers of purchasing? What are the hidden needs?
  31. 31. ©PRESENTERS/HADFIELDJONES/APIGEE Benefits Features Experience Needs Wants Fears Substitutes Product Customer Value Proposition Canvas Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted. Company: Product: Ideal customer: Porous Accelerator DIY Incubator Serious Business Productive environment Grow the team Social environment Prestige Collegial community Quiet space Scalability Fixed costs Harvard of Accelerators Advice Coffee shops Rented offices FundingCustomised Investment Grow bigger Learn faster Productivity Innovation Warehouse Startup Accelerator High Growth Startups
  32. 32. ©PRESENTERS/HADFIELDJONES/APIGEE Benefits Features Experience Needs Wants Fears Substitutes Product Customer Value Proposition Canvas Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted. Company: Product: Ideal customer: Everything everywhere Never forget External brain Fast to use Easy syncing Share notes with people Single system Fast to enter things Rich meta data Sync across devices Remember things Locked into a system Loosing things Remember everything Save information Email to yourself Text documents Write things down Include images Simple Evernote Online notes Mobile professionals
  33. 33. ©PRESENTERS/HADFIELDJONES/APIGEE E X E R C I S E Let’s try it for your products!
  34. 34. ©PRESENTERS/HADFIELDJONES/APIGEE Benefits Features Experience Needs Wants Fears Substitutes Product Customer Value Proposition Canvas Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted. Company: Product: Ideal customer: What does it feel like to use your product? Risks of switching to your product? What your product do? How does your product work? What do people currently do instead? What are the emotional drivers of purchasing? What are the rational drivers of purchasing? What are the hidden needs? live canvas
  35. 35. ©PRESENTERS/HADFIELDJONES/APIGEE EVERY COMPANY AND API IS [UNFORTUNATELY] UNIQUE SO DON’T OVER-RESEARCH
  36. 36. ©PRESENTERS/HADFIELDJONES/APIGEE The best way to get to know your customers is to talk to them •  You can build a survey, but it’s not good for a foundation. •  Instead, call some customers. –  HOLD THE PHONE … don’t developers HATE to talk on the phone? •  Call some prospective customers. •  Call some of your competitive customers.
  37. 37. ©PRESENTERS/HADFIELDJONES/APIGEE Here’s what to ask •  What does your usual day look like? •  What are your biggest challenges? •  What do you want to learn? •  What would make you a hero? •  What makes our API good – and what would you like to see made better? •  Why are some better than others?
  38. 38. ©PRESENTERS/HADFIELDJONES/APIGEE E X E R C I S E Call one of your customers at lunch using these questions. Share with me what you learned!
  39. 39. ©PRESENTERS/HADFIELDJONES/APIGEE L U N C H #ILOVEAPIS #MASTERCLASS @jhadfield
  40. 40. ©PRESENTERS/HADFIELDJONES/APIGEE Success Story: Swisscom Kay Lummitsch Swisscom 4 0
  41. 41. ©PRESENTERS/HADFIELDJONES/APIGEE 41 Market Developers Product Programs Outreach & Marketing What are the latest trends and how do they affect our outreach plans? Explaining developer value – and understanding this unique audience What’s the best framework for articulating your product’s value? What are the elements of successful developer programs, and which should you adopt? Choices and opportunities for developer outreach – and which you should choose when.
  42. 42. ©PRESENTERS/HADFIELDJONES/APIGEE Understanding Developers Jeff Hadfield HADFIELD JONES 4 2
  43. 43. ©PRESENTERS/HADFIELDJONES/APIGEE
  44. 44. ©PRESENTERS/HADFIELDJONES/APIGEE 18,550,000* Developers worldwide Includes about 7,500,000 hobbyist programmers *7.3B people on the earth; estimated half are “workers” 44
  45. 45. ©PRESENTERS/HADFIELDJONES/APIGEE Developer Segmentation
  46. 46. ©PRESENTERS/HADFIELDJONES/APIGEE
  47. 47. ©PRESENTERS/HADFIELDJONES/APIGEE
  48. 48. ©PRESENTERS/HADFIELDJONES/APIGEE
  49. 49. ©PRESENTERS/HADFIELDJONES/APIGEE
  50. 50. ©PRESENTERS/HADFIELDJONES/APIGEE
  51. 51. ©PRESENTERS/HADFIELDJONES/APIGEE
  52. 52. ©PRESENTERS/HADFIELDJONES/APIGEE 5 2 84%Developers use open source software
  53. 53. ©PRESENTERS/HADFIELDJONES/APIGEE
  54. 54. ©PRESENTERS/HADFIELDJONES/APIGEE Partner’s developers Identify Customers, Match API and Marketing Strategies Only Internal developers (employees) Only Partner’s developers Open to any developer! Process Efficiency Distribu7on/ Adop7on Brand/ Awareness ←------------- Innova)on? Along all 3 strategies -------------→
  55. 55. ©PRESENTERS/HADFIELDJONES/APIGEE Keys to Marketing To Developers Core human motivations still apply to developers, like saving time and money. But they are motivated also by wanting to appear as the “alpha coder,” or the smartest in the room, as well as learning new things and solving problems. 55 Developers need to “touch” the product or service before they buy. Their need to be “hands-on” stresses the importance of free trials, pre-sale support, code samples, sandboxes, and so forth. They must experience products and prove the truth of any claims. Developers bristle at the idea of “marketing” or being marketed to. Marketing is a bad word. Thus, messaging and content must have a light touch, listing features and benefits without hyperbole. They exhibit the “ soft bigotry of anti- hucksterism.”
  56. 56. ©PRESENTERS/HADFIELDJONES/APIGEE E X E R C I S E Describe the developers you want to reach. Which segments? Are they internal, partners or external (open)? Write it down, share if you can.
  57. 57. ©PRESENTERS/HADFIELDJONES/APIGEE 57 Market Developers Product Programs Outreach & Marketing What are the latest trends and how do they affect our outreach plans? Explaining developer value – and understanding this unique audience What’s the best framework for articulating your product’s value? What are the elements of successful developer programs, and which should you adopt? Choices and opportunities for developer outreach – and which you should choose when.
  58. 58. ©PRESENTERS/HADFIELDJONES/APIGEE Developer Program Best Practices 58
  59. 59. ©PRESENTERS/HADFIELDJONES/APIGEE Developer Program Best Practices Jeff Hadfield HADFIELD JONES 5 9
  60. 60. ©PRESENTERS/HADFIELDJONES/APIGEE Great Developer Programs Balance Four Efforts 60 Events & Community Web Site & Support Marketing & Outreach Evangelism & Strategic Account Management
  61. 61. ©PRESENTERS/HADFIELDJONES/APIGEE Outreach & Marketing 61
  62. 62. ©PRESENTERS/HADFIELDJONES/APIGEE More on Marketing 62
  63. 63. ©PRESENTERS/HADFIELDJONES/APIGEE Apigee’s Developer Program Hierarchy of Needs Experience Awareness Business Model Access Product Community
  64. 64. ©PRESENTERS/HADFIELDJONES/APIGEE 6 4 Adoption Engagement Awareness Understanding Do they know they have a problem and that there are solutions available, and that you have a solution for them? Do they understand your key value proposition and differentiation? Is their need great enough to want to try your API and see if it works for them? Do you remove enough pain or provide enough gain to justify the effort of using your API?
  65. 65. ©PRESENTERS/HADFIELDJONES/APIGEE CONTENT MARKETING IS THE SINGLE MOST IMPORTANT MARKETING TACTIC YOU CAN EMPLOY. BUT ONLY IF YOU DO IT RIGHT.
  66. 66. ©PRESENTERS/HADFIELDJONES/APIGEE Core content types •  Once you understand your goals, trends, customers and their needs then you can define your core content types –  Blog posts –  Profiles –  Developer highlights –  White papers –  Webinars –  Putting people first •  Build a schedule for your core content types
  67. 67. ©PRESENTERS/HADFIELDJONES/APIGEE Anchor Content Highlight/Expand Highlight/Expand SlideShare Infographic Video Webinar Interview FAQ
  68. 68. ©PRESENTERS/HADFIELDJONES/APIGEE Content Amplification Sharing Content reach is limited without social efforts
  69. 69. ©PRESENTERS/HADFIELDJONES/APIGEE Content gains value in promotion, sharing •  Build a content calendar •  Break it into smaller pieces for more mileage (kilometreage) per piece •  Set up sharing schedules on social media •  Realize that you’re going to have to pay to play, but it’s achievable. •  What are some of the key places to share?
  70. 70. ©PRESENTERS/HADFIELDJONES/APIGEE Thank you Get in touch! Jeff Hadfield jeff@hadfieldjones.com @jhadfield 70

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