Leveraging Your Developer Network as
    a Competitive Weapon

    Denise M Kalos
    O’Reilly Media, Inc.
    Andrew Kell...
WEAPON



  (wěp'ən) “A means used to defend against or
    defeat another: Logic was her weapon.”




Cognisync
Community as a competitive weapon?
     Communities perform actions
        Leveraged to support corporate objectives
    ...
Turn community into a weapon


        Breakdown Legacy
        Departmental Silos



                             Truly C...
What is today’s Corporate “Devnet”?
     A web presence by a company with a purpose to
     interface with external develo...
Developer Network Maturity Model
                                                                    Level 6              ...
Corporate Portals – Today’s State

                                                        Acme
                          ...
Current Portal Strategy Drawbacks

     Company-customer interaction is serial
     Best practices are not proliferated
  ...
Corporate Portals – Tomorrow’s State

                                                                  Acme
             ...
Community Impact on Product Lifecycle

                                                            Community Effect




  ...
Why Act Now?
     Definition of Consumer is being redefined
     Consumers aren’t waiting for answers
        Is it too mu...
Challenges

     How do we build a thriving community and also meet our
     business objectives?
     What is the right m...
Solution Approach – Think Strategically

     Have an agreed upon overarching goals
     Clearly define various department...
On-line Relations - Program Management
  Triad




                                      on


                            ...
Sponsor Needs:




                                                                     tion

                            ...
Community Needs:




                                                                      tion

                         ...
Infrastructure Needs – Easy as ABC:




                                                         tion

                   ...
Attract Users




                                                                              tion

                    ...
Build Community




                                                                          tion

                      ...
Capture the Mind




                                                                               tion

                ...
Putting it Together

  Messaging and Promotion Layer: spotlights, contests, featured forum/blog posts, key events, recent ...
It’s All About People

     Applied Web 2.0 principles will enable people to behave differently
     to think differently
...
The Great Balancing Act
     Impact technology trends                        Drive market adoption
     Gain respect and r...
Summary – The Holistic Community

                                        User Groups
     Customer Support
              ...
www.developer.symbian.com




Cognisync
Symbian Developer Network

     Technology: Java, with Jive forums and Confluence
     Wiki
     High Points
       Easy n...
www.dev2dev.bea.com




Cognisync
BEA dev2dev Developer Network

     Technology: Java, with integrated forums, blogs and
     project collaboration
     Hi...
Key Takeaway Points
      Communities can be viewed as competitive
      weapons
            Support cost-reduction and re...
“In the global economy, no man, company or nation is an island. The
   bona fide new business rule for competitiveness, ‘c...
QUESTION & COMMENTS




Cognisync
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Os Kelly

  1. 1. Leveraging Your Developer Network as a Competitive Weapon Denise M Kalos O’Reilly Media, Inc. Andrew Kelly Cognisync LLC July 26, 2007 Cognisync
  2. 2. WEAPON (wěp'ən) “A means used to defend against or defeat another: Logic was her weapon.” Cognisync
  3. 3. Community as a competitive weapon? Communities perform actions Leveraged to support corporate objectives Community activity results in “hard to recreate” data Builds competitive barriers Pool of participants is finite People are loyal to their friends/community Loyalty influences buying decisions Cognisync
  4. 4. Turn community into a weapon Breakdown Legacy Departmental Silos Truly Capture User Mindshare Leverage Resulting Community Activity Cognisync
  5. 5. What is today’s Corporate “Devnet”? A web presence by a company with a purpose to interface with external developers Purpose is to: Accelerate Development and Innovation Build Developer Loyalty Market Products/Services Generate Leads Devnets are Important if… A company’s objectives rely on the technical prowess of external developers A company requires proliferation of a technology to succeed Cognisync
  6. 6. Developer Network Maturity Model Level 6 Community Self-Sustaining Leveraged Sponsor Leveraging Activities Federation Activities Occurring Co-development Occurring Web 2.0 Strong Community Identity – Voice, Level 5 Communications Tools integrated, Productive aligned and managed Assets Continuously improved Multi-directional Collaboration Metrics are gathered Level 4 Actively engage the community in a dialogue around topics and technologies of mutual interest Proactive for the purpose of creating awareness and sharing community knowledge & information Discrete Communication Tools Available Level 3 Broad Asset Portfolio Supplied Supportive Possible Support Capabilities Traditional Level 2 Technical Information Provided Provisional Basic Assets Provided (SDK, etc) Support is Documented Level 1 Marketing Information Provided Informational Links to External Resources Cognisync
  7. 7. Corporate Portals – Today’s State Acme Software Company Alliances and Professional Open Source IT or Marketing Engineering Application Support Partner Programs Services Program Office Group Support Portal SourceForge? Devnet Partner Portal • Knowledgebase • Downloads • Partner Information • CRM System • Forums • Partner Links • Whitepapers • Partner Application Cognisync
  8. 8. Current Portal Strategy Drawbacks Company-customer interaction is serial Best practices are not proliferated Partner-company-customer interaction does not exist Support is application-centric, not solution-centric Support is not scalable Infrastructure not architected for integration or collaboration Cognisync
  9. 9. Corporate Portals – Tomorrow’s State Acme Software Company Alliances and Professional Open Source IT or Marketing Engineering Application Support Partner Programs Services Program Office Group Role-based Professional Services Access Projects Open/Gated Source Premium Access to Projects Support Partner-Customer User-contributed Interaction Knowledgebase Acme User Community Cognisync
  10. 10. Community Impact on Product Lifecycle Community Effect Strong Developer Community Product Sales ROI Weak Developer Community Extended Maturity Introduction Growth Maturity Decline Product Lifecycle Stages Cognisync
  11. 11. Why Act Now? Definition of Consumer is being redefined Consumers aren’t waiting for answers Is it too much? Is it good information? Where’s the opportunity? Global communities/friends Trust Sharing Learning Virtual visibility and recognition among peers is paramount New approach to marketing The audience becomes your advocate Openness is the rule Cognisync
  12. 12. Challenges How do we build a thriving community and also meet our business objectives? What is the right mix of information, resources and tools? People 90%, Technology 10%? How much do we share? How to we harness what is in the mind of the developer, partner, client, etc.? How do we leverage the network effect? How do we earn loyalty? Where is the ROI? Cognisync
  13. 13. Solution Approach – Think Strategically Have an agreed upon overarching goals Clearly define various departmental objectives Understand current capabilities Clearly understand external community environment (competition, partners, suppliers, etc.) Craft community long-term community strategy Cognisync
  14. 14. On-line Relations - Program Management Triad on Co ati mm icip ar t un ity dP Ne an ed nt s me Aw lig n Community a ren rA es so s on Sp Community-centric Infrastructure Cognisync
  15. 15. Sponsor Needs: tion Co ipa mm Support Objectives rtic uni Pa ty N and Drive Sales eed nt s me Reduce Support Costs Aw DEVNET n Alig are Support Partner Programs nes sor s on Provide Marketing Data Sp Disrupt Competition Community-centric Infrastructure Transform the Enterprise Proliferate FOSS culture inside Stimulate Innovation Build employee loyalty Cognisync
  16. 16. Community Needs: tion Co ipa mm Solve Technical Challenges rtic un Pa it y Build Professional Skills and Ne nt ed Build Reputation me sA DEVNET n Alig wa Build Individual Networks ren sor ess on Keep Current on Industry Trends Sp Drive Partner Business Community-centric Infrastructure Belong Be around like-minded people Express Innovative Ideas Implement Innovative Ideas Be a Part of Something Exclusive Cognisync
  17. 17. Infrastructure Needs – Easy as ABC: tion Co ipa mm rtic Attract Users uni Pa ty N and eed Build Community nt s me Aw DEVNET n Alig are Capture the Mind nes sor s on Sp Community-centric Infrastructure Cognisync
  18. 18. Attract Users tion Co ipa mm Information Architecture rtic uni Pa ty N and Logical, simple eed nt s me User-centric (not company-centric) Aw DEVNET n Alig are Static Content nes sor s on Community Goals Sp WIFM (What’s In It For Me) Community-centric Infrastructure Dynamic Content Relevant, Insightful, Rare, Timely (dedicated editor) User-focused (no press releases!) Targeted Documentation (remember the Help need) Evidence of Community Activity Displayed Cognisync
  19. 19. Build Community tion Co ipa mm Guidance rtic uni Pa ty N and Why Participate? eed nt s me How to Participate Aw DEVNET n Alig are Open-source-like Registration (easy) nes sor s on Communication Activities Sp RSS Feeds (in and out) Community-centric Infrastructure Article Feedback Surveys/Contests Voting Blog Social Networks Cognisync
  20. 20. Capture the Mind tion Co ipa mm Collaborative Capabilities rtic uni Pa ty N Document Collaboration and eed nt Wikis, Forums s me Aw DEVNET n Source Code Collaboration Alig are nes sor SVN s on Defect Tracking Sp Mailing Lists Community-centric Infrastructure Product Collaboration Product Roadmap Involvement Product Engineering Access Partner Collaboration Partner-Company-Client Collaboration Attitude is a function of control – give up control Cognisync
  21. 21. Putting it Together Messaging and Promotion Layer: spotlights, contests, featured forum/blog posts, key events, recent news, etc. A Navigation Layer: feature-centric view (blogs, forums, downloads, events, article search, wiki, RSS Feeds, etc.) COIN Layer: Specific Communities of Interest (COINS) per product, technology, solution, etc Product 1 Wiki Pages Community Tools (all with focus on participation/contribution) Product 2 Blogs Forums Spotlights Product 3 • IUG Content B • Best Practices Technology 1 Learning Articles APIs/SDKs • FAQs Resources Technology 2 • Guidelines Whitepape Sample Technology 3 Tagged Content rs • How-to’s Code Etc Premium Access: Premium KB, Premium Forums, Premium Content, Premium Code C Collaborative Project Layer (role-based permissions, project collaborative tools) Services Client Projects Partner Co-development Projects Open Source Projects Cognisync
  22. 22. It’s All About People Applied Web 2.0 principles will enable people to behave differently to think differently People need exposure to things that will capture their interest to keep them engaged People need the right resources available at the right time in the right form to accelerate innovation People need a place to find their voice and hear what others have to say to harness collective intelligence People need a forum to shine and share their success in order to build social capital allowing for the mining of top talent People need to be actively guided to ensure that their energy and efforts align with strategic objectives Cognisync
  23. 23. The Great Balancing Act Impact technology trends Drive market adoption Gain respect and recognition Contribute to lead generation Increase professional visibility Spur innovation Develop skills and fulfill potential Improve quality Reduce development costs Belong to something special Be safe to express Create brand loyalty Create competitive barriers Work on a reliable system Sponsor Goals Community Member Needs Manage Launch Plan and Construct Align Assess Cognisync
  24. 24. Summary – The Holistic Community User Groups Customer Support “The Town Meeting” “The Walled Garden” Pro-Services “The Experts” COMMUNITY Open and Gated Source “The Bazaar” RELATIONS Developer Network Partner Relations “The Town Square” “Fellow Travelers” Cognisync
  25. 25. www.developer.symbian.com Cognisync
  26. 26. Symbian Developer Network Technology: Java, with Jive forums and Confluence Wiki High Points Easy navigation Targeted social networking No link to corporate (“no-spin”) Seamless integration of tools Key Successes Page hits from 900,000 to over 4M in just six months Community site surpassed corporate site for hits New components in the pipeline, other silos looking to join (eyeballs attract attention) Cognisync
  27. 27. www.dev2dev.bea.com Cognisync
  28. 28. BEA dev2dev Developer Network Technology: Java, with integrated forums, blogs and project collaboration High Points Comprehensive community components Role-based project capability Physical user group integration No link to corporate (“no-spin”) Key Successes Considered a benchmark of ISV developer networks Receiving benefits of community activity (open source plug-ins) Strong membership loyalty Transformational Impact on BEA (spawned “arch2arch”) Cognisync
  29. 29. Key Takeaway Points Communities can be viewed as competitive weapons Support cost-reduction and revenue generating activities Support capture of finite population of mindshare Innovative communities are comprised of diverse individuals with congruent goals Communities should be viewed as strategic assets, planned and managed accordingly Build your community for your community Cognisync
  30. 30. “In the global economy, no man, company or nation is an island. The bona fide new business rule for competitiveness, ‘collaborate or perish,’ is a global one.” -- Don Tapscott and Anthony D. Williams Wikinomics Contact information: Denise M Kalos Andrew Kelly Vice President, Corporate Solutions Founder/CEO O’Reilly Media, Inc. Cognisync, LLC denise@oreilly.com arkelly@cognisync.com Cognisync
  31. 31. QUESTION & COMMENTS Cognisync

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