Successfully reported this slideshow.

Developer Marketing - API Days

1,768 views

Published on

The Basics of Developer marketing for API providers, developer programs and developer evangelists. Presentation during API Days Berlin, May 6, 2014

Published in: Mobile, Business, Technology

Developer Marketing - API Days

  1. 1. © Wireless Industry Partnership Connector Inc. ELEMENTS OF AN EFFECTIVE DEVELOPER PROGRAM- WHAT IS DEVELOPER MARKETING? API Days May 6 2014 Berlin Caroline Lewko, WIP caroline at wip dot org
  2. 2. © Wireless Industry Partnership Connector Inc. Technology Development – API, Product, Service PWC Report 2012 WIP supports developer programs as they launch and mature; and developer needs as they grow.
  3. 3. © Wireless Industry Partnership Connector Inc. Where to Start? How many developers are out there anyway??
  4. 4. © Wireless Industry Partnership Connector Inc. # of 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
  5. 5. © Wireless Industry Partnership Connector Inc. Who is NOT?
  6. 6. © Wireless Industry Partnership Connector Inc. Targeting “All Developers” is not an effective Strategy
  7. 7. © Wireless Industry Partnership Connector Inc. http://onebigphoto.com/a-long-tail-of-stingray/ We’re targeting the “Long Tail” That’s not an effective strategy either as still too broad.
  8. 8. © Wireless Industry Partnership Connector Inc. You don’t have unlimited resources. Filter & Group based on relevant characteristics. Each needs different marketing messages and activities. That’s Segmentation. Developers aren’t all the same.
  9. 9. © Wireless Industry Partnership Connector Inc. So how do we start to slice and dice developer segments? Overlay Filters based on: 1. Technical Imperatives 2. Individual Imperatives 3. Business Imperatives 4. Market Imperatives While always asking these questions: 1. Is it relevant to our business? 2. Is it a large enough segment? 3. It is a valuable enough segment ? 4. Can we access based on our resources? 1-4 imperatives per Filter
  10. 10. © Wireless Industry Partnership Connector Inc. Individuals/Companies Coders/Suits Students/Pros Big companies/small companies Independents/Brands Developers/designers/backend experts/DB and analysis Android/IOS Truths: • There are lots of different types of developers out there. Who is most important to you? • Different groups have different needs and desires, and need different messages.
  11. 11. © Wireless Industry Partnership Connector Inc. B2D Marketing is Different • Speaking to individuals AND companies • Communication doesn’t end with purchase (uptake) because the end goal is creation • Developer centric NOT product centric
  12. 12. © Wireless Industry Partnership Connector Inc. B2B vs B2C vs B2D B2B B2C B2D Relationship driven Product driven Outcome driven Maximize relationship value Maximize transaction value Maximize outcome/enablement value Feature driven Benefit driven Both Single-step buying process Multi-step buying process Both Shorter sales cycle Longer sales cycle Both Organization focused Individual focused Both Rational buying Emotional buying Objective and subjective buying Smaller target markets Larger target markets Large market made up of many smaller ones
  13. 13. © Wireless Industry Partnership Connector Inc. Marketing is Everyone’s responsibility
  14. 14. © Wireless Industry Partnership Connector Inc. http://vimeo.com/ddx/ We’re dealing with genuine, passionate people (with high Bullshit detectors) Truths: • Keep things real. Don’t make big promises you can’t back up. • Want to win over a developer? Ignite their passion and creativity. • Want to lose a developer? Feed them some BS so they can call you out.
  15. 15. © Wireless Industry Partnership Connector Inc. Make it simple & get your sh*t together . Let them concentrate on creativity. Truths: • Time is a developer’s currency. • It should be spent on productive and rewarding activities, not tedious tasks. • Be easy to work with, not hard to maneuver around.
  16. 16. © Wireless Industry Partnership Connector Inc. Its about Community – Join it Truths: • You can’t build a community without being a part of it. • Get to know your developers – and let them get to know you. • Don’t keep your program as part of a faceless company, make things personal.
  17. 17. © Wireless Industry Partnership Connector Inc. Find, embrace and learn from early adopters. Reward champions. Truths: • Developers want to be the first to know, but not necessarily the first to try. • Incent early adopters to take the plunge. • Recognize community members who lead the way for others – and they’ll keep doing it.
  18. 18. © Wireless Industry Partnership Connector Inc. You can’t own developers Truths: • They can be part of your mailing list (but don’t have to be) • They can sign up to your website (but don’t have to) • They can use your tools (but don’t have to) • They can come to your events (or not) • They can read your tweets (and not comment on them) You can’t own your community, or its members, or decide where it begins and ends. It’s made up of who know you, that share your values and interests and are in your sphere of influence.
  19. 19. © Wireless Industry Partnership Connector Inc. http://startupquote.com/ Peer to Peer Truths: • Your best developer marketing tool is developers. • Your word doesn’t mean anything compared to the word of a friend or colleague. • Support your developers who spread the word and help their peers on SO and elsewhere.
  20. 20. © Wireless Industry Partnership Connector Inc. Ecosystem is key, your sustainability is only as strong as your ecosystem and community. Truths: • Your strength comes from your support. • That support is built and earned. • Support doesn’t come from a large audience, it comes from a strong community.
  21. 21. © Wireless Industry Partnership Connector Inc. Its about learning Devs like to learn, are curious, and learn by doing. By all means, give them the opportunity to do that.
  22. 22. © Wireless Industry Partnership Connector Inc. Its about people. They are special and you have to have someone special too (they are called evangelists). Truths: • You need the right team in place, few people have a more important role than your evangelists. • Your evangelist is your link to your community – don’t forget this.
  23. 23. © Wireless Industry Partnership Connector Inc. Sometimes, its like being between a rock and a hard place. Truths: • You sit between marketing and engineering • Budget can truly suck • More and more competition all the time
  24. 24. © Wireless Industry Partnership Connector Inc. But can you think of a more creative environment, in a leading edge industry, with some of the greatest people ever that you get to meet all around the world! Where would you rather be!
  25. 25. © Wireless Industry Partnership Connector Inc. Part of the Wireless Industry Partnership We Build Mobile Developer Communities Strategy, Outreach, Events, Hackathons Caroline Lewko, CEO Caroline at WIP dot Org www.wip.org www.wipfactory.com Vancouver, Canada – Austin, USA – London, UK
  26. 26. © Wireless Industry Partnership Connector Inc. WIP Factory Workshop for Developer Programs and Evangelists May 14, 2015 London, UK http://www.wipfactory.com/wip-factory-workshop- for-developer-programs-london-2014
  27. 27. © Wireless Industry Partnership Connector Inc. Any Questions?

×