Web2Expo NY 2009 Presentation

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My presentation at Web2Expo, NYC 2009 - on Building a Successful Developer Community. Included is tips on building your community, your site, SEO tips, free products to help, and more.

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Web2Expo NY 2009 Presentation

  1. 1. Building a Site for your Developer Community<br />Lauren Cooney<br />GPM, Web Platform & Standards<br />Microsoft<br />lcooney@microsoft.com<br />www.twitter.com/lcooney<br />
  2. 2. Who Am I? <br />Not Evil<br /><ul><li> Microsoft (Web Platform & Standards, Developer Division)</li></ul>- IBM (Apache Geronimo; Info Management CTO Office)<br /><ul><li> BEA Systems (dev2dev)
  3. 3. Apache Foundation
  4. 4. Eclipse
  5. 5. CodePlex Foundation
  6. 6. Advisory Board, Web2Expo SF</li></li></ul><li>Porter’s 5 Forces? <br />
  7. 7. Cooney’s 5 Forces of Site Community<br />
  8. 8. #1: Clarity<br />
  9. 9. Why am I building this website? What are my Top Level Goals?<br />Questions to ask:<br />What need am I addressing?<br />Does my company already have a site that addresses these needs?<br />What results do I want to see?<br />How am I going to achieve these goals?<br />What does success look like? <br />
  10. 10. #2: Customer<br />
  11. 11. Who is my Target Audience?<br />Address:<br /> Who is the target audience?<br /> Is there another community out there that fits these needs (competitor/partner?)<br />Do I partner or do I create my own community?<br /> What is my differentiator & how do I create that (is there one of value)?<br />
  12. 12. Who is Your Customer?<br /><ul><li> Customers are different than “target audience.”
  13. 13. Figuring out your site customer involves segmenting the target audience
  14. 14. Both of these audiences require different types of content and different types of websites and communication mechanisms</li></li></ul><li>How do I Segment my Audience?<br />Less is More:<br />Tips and Tactics (on the cheap)<br /><ul><li>Look at competitor sites.
  15. 15. Data is available on lots of different websites for free or a fraction of the cost of analyst reports/DevTrackers
  16. 16. Scouring public blogs, wikis, research sites
  17. 17. Sometimes analysts offer up free reports
  18. 18. Talking to people in the industry</li></li></ul><li>#3: Content<br />
  19. 19. Content: At the Core of Websites<br />Why Content is so Important:<br /><ul><li>Content is KING
  20. 20. Good content is absolutely critical; poor content means you’ll lose customers (no repeat visitors)
  21. 21. Helps new users or current customers learn about news, new products & information critical
  22. 22. Important in helping customers build out their skill set
  23. 23. Core way to get developers plugged in/bought in. </li></li></ul><li>What Content is Good? <br />What is Good Content?<br /><ul><li>Less is More (Good Content v Bad Content)
  24. 24. Developer websites need code
  25. 25. Interactive content is good (but keep it short & to the point)
  26. 26. Short Videos
  27. 27. Learning tutorials
  28. 28. Demos
  29. 29. Step by step articles/how to
  30. 30. Interviews with the experts
  31. 31. Blogs
  32. 32. Syndication</li></li></ul><li>How to Get Good Content <br />Tips & Tricks (on the cheap):<br /><ul><li>Have a volunteer Editor
  33. 33. Ensure you have company buy-in; ask engineers/product managers to contribute
  34. 34. Ask the community to contribute
  35. 35. Syndication deals
  36. 36. Search for good bloggers</li></ul>How do I ensure it’s good?<br /><ul><li>Commenting
  37. 37. Rating ability
  38. 38. Provide editor’s email address (be accessible) </li></li></ul><li>Once You Get the Content<br />Information Architecture is Critical<br />
  39. 39. #4 Community<br />
  40. 40. Characteristics of Great Community Sites<br /><ul><li> Great mechanisms for conversation
  41. 41. Allow for feedback & bi-directional conversations
  42. 42. Employees listen & react
  43. 43. Voting/commenting/rating abilities
  44. 44. Clean UI/easy to use
  45. 45. User Contribution is high
  46. 46. Useful information & code samples</li></li></ul><li>Trying to On Ramp To Our Stuff – Where Do You Start?<br />How do I onboard the community? <br />
  47. 47. How do I Start to get Noticed?<br />Real World Example (www.microsoft.com/web)<br />
  48. 48. SEO SEOSEO<br />Works on both<br />Windows & Linux Sites!<br />www.microsoft.com/web/downloads<br />Microsoft SEO Toolkit<br />
  49. 49.
  50. 50. #5: Connect<br />
  51. 51. Listen<br />Listen<br />Critical to have an outlet for community and customers to provide feedback & ask questions <br /><ul><li> Newsgroups
  52. 52. Comments sections
  53. 53. Phone number
  54. 54. Email aliases
  55. 55. A real Person</li></li></ul><li>Respond<br />People & communities want answers to their questions & comments.<br />Provide access to real people<br />Increases customer relationship & stickiness to community<br />Respond in public if possible; likely other community members have the same questions<br />
  56. 56. Audience Connection Methods<br />Pick your methods of communication<br />Ensure it scales<br />Make it easy to remember/access/push method: user names, links, RSS, ATOM<br />Commitment <br />Be Patient<br />
  57. 57. Provide Personalities<br />Provide Interesting Facts/Tidbits/ Information<br />What are you doing? <br />Be polite and respectful<br />Take time to respond<br />Be relevant; be credible<br />HAVE PASSION! <br />
  58. 58. Core Takeaways<br />
  59. 59. Questions? <br />
  60. 60. Lauren Cooney Web Platform & Standards, MicrosoftFollow me on Twitter: @lcooneyEmail me: lcooney@microsoft.com<br />Thank You!<br />

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