The document discusses the evolving role of developers in influencing software adoption, emphasizing the need for a shift from traditional marketing strategies to engaging and supporting developers directly. It suggests that successful API programs focus on community building, providing resources, and creating awareness tailored to developer needs. The authors highlight the importance of integrating developer feedback and fostering environments where developers can collaborate and assist one another.

1. Developers
Hate
Marke/ng:
A4rac/ng
Developers
to
your
API
Shanley
Kane
-­‐
@shanley
Brian
Mulloy
-­‐
@landlessness
Sco5
Regan
-­‐
@sco5regan

2. @landlessness @shanley @sco5regan

3. API Workshop Webinar Series
(videos & slides at http://blog.apigee.com/taglist/webinar)
Mapping
out
your
API
Strategy
Pragma>c
REST:
API
Design
Fu
10
Pa5erns
in
Successful
API
Programs
What
to
Measure:
API
Analy>cs
Is
your
API
Naked?
API
Tech
&
Opera>ons
Is
your
API
PCI?
Compliance
Developers
Hate
Marke/ng:
Driving
API
Adop/on
OAuth:
The
Big
Picture
(Aug
11)

4. Developers:
The
New
Unicorn

5.
Adop>on
pa5erns
are
shiQing
towards
developers.
More
than
ever,
developers
can
block
–
or
significantly
aid
the
adop/on
of
soAware.
The
path
from
developer
to
customer
is
geSng
shorter.
To
win
you
must
drive
adop>on
and
affirma>on
through
developers.
-­‐-­‐-­‐
Jeffrey
Hammond,
Forrester
One
of
the
implica>ons
of
the
fric>onless
model
is
that
it
relies
on
bo5om-­‐up
adop>on.
So
you
are
targe>ng
not
the
CIO,
business
execu>ves
or
central
IT,
as
in
the
old
days
of
enterprise
soQware
sales,
but
on
the
rank
&
file,
whether
business
users,
IT
ops
personnel
or
developers….
developers
are
becoming
increasingly
important
when
marke/ng
your
soAware.
-­‐-­‐-­‐
Geva
Perry,
Thinking
Out
Cloud
SoQware
vendors,
open
source
or
not,
have
an
opportunity
to
secure
the
IT
execu/ve's
selec/on
vote
if
their
products
meet
the
needs
of
developers
and
other
key
stakeholders,
such
as
the
opera>ons
teams
and
administrators…
-­‐-­‐-­‐
Savio
Rodrigues,
InfoWorld

6. Why
the
Old
Way
Doesn’t
Work
Business
models
are
low-­‐touch

7. Why
the
Old
Way
Doesn’t
Work
Community
is
king

8. Why
the
Old
Way
Doesn’t
Work
Conversa>on
and
informa>on
is
in
new
places,
in
new
pa5erns

9. Why
the
Old
Way
Doesn’t
Work
Influence
is
decentralized
and
fluid

10. Why
the
Old
Way
Doesn’t
Work
Offline
and
online
community
drive
each
other

11. Why
the
Old
Way
Doesn’t
Work
API
use
cases
are
diverse

12.
Developers
Hate
Marke>ng…
Engagement
Experience
Awareness
You
Have
to
Solve
Their
Problems!

13. What
Does
Work?
Engagement
Building
community
Crea>ng
and
distribu>ng
content
Communica>on
with
developers
and
partners
Experience
Helping
developers
build
faster
and
more
easily
Tools
and
support
Access
to
informa>on
Awareness
Reaching
developer
audiences
Driving
awareness
and
traffic

14. Engagement
Community
Enterprise
conferences
on
apps,
mobile,
development
Developer
events
and
hackathons
Meetups
Language-­‐specific
fields
Segments
–
gaming,
social,
mobile,
television,
cloud
Related
APIs
Online
centers
of
developer
informa>on/ac>vity

15. Community

16. Community

17. Python
Ruby
Community
Javascript
PHP
LinkedIn
Twi5er
Objec>ve
Java
C
WebOS
HTML5
Salesforce
Twilio
Gaming
iOS
Consoles
Facebook
SimpleGeo
Android
Set
Top
Boxes

18. Engagement
Content
Highlight developer work
Thought leadership on the space
New features, product roadmap
API value and differentiation
Tutorials, best practices, tricks and hacks

19. Engagement
Content

20. Engagement
Communica/on
Outreach to alpha devs
Cultivating champions
Collecting feedback and requirements
Responding to support issues
Discovering and cultivating partnership opportunities

21. Experience
Onboarding
Tooling
Reducing time and effort
Ability to reach/access support
Incentive
Wikis, forums, blogs and ways to engage
Access to important information – FAQs, TOS, etc.

22. Experience

23. Experience

24. Experience

25. Experience

27. Adop>on
Tech media giants
Developer/hacker blogs
Vertical outlets – mobile, marketing, retail and e-commerce
Developer conferences – enterprise and consumer
Hackathons and meetups
Branded developer events
Public Relations

28. Adop>on

29. Top
10
Things
When
Launching
Your
API

30. Demo
Video
&
API
Console

31. Get
Listed
on
ProgrammableWeb

32. Support
Forum,
Mailing
List,
Social
Media

33. Blog
Posts

34. Sample
Apps
Highlighted

35. API/App
Contest

36. Hold
a
Meetup,
Sponsor
or
Start
a
Hackathon

37. Team
Up
with
Complementary
API
Teams

38. What
else
works?
Help developers save time, get paid, and build skills
Get content where developers are – beyond your portal
Make it about them, not about you
Get out there – both offline and online
Nirvana – when developers are helping each other

39. Create
an
Advisory
Board

40. API Workshop Webinar Series
(videos & slides at http://blog.apigee.com/taglist/webinar)
Mapping
out
your
API
Strategy
Pragma>c
REST:
API
Design
Fu
10
Pa5erns
in
Successful
API
Programs
What
to
Measure:
API
Analy>cs
Is
your
API
Naked?
API
Tech
&
Opera>ons
Is
your
API
PCI?
Compliance
Developers
Hate
Marke>ng:
Driving
API
Adop>on
Next
week:
OAuth:
The
Big
Picture
(Aug
11)

41. THANK
YOU
QuesKons
and
ideas
to:
@landlessness
@shanley
@sco5regan