Simply having an API available isn't enough. This presentation covers how to ensure you maximize your returns from developer interest in your APIs. Presented at Apps World London, November 2014.

1. Carlo Longino
VP Developer Program Services
carlo@wip.org
November 12, 2014
Apps World London
DRIVING DEVELOPERS TO YOUR
API

2. About WIP Factory
• The first B2D marketing
agency
• Strategic consulting and
outreach services
• API providers, platform
vendors, device makers,
developer programs of all
stripes
© Wireless Industry Partnership Connector Inc.

3. Agenda
• The API landscape
• Targeting and segmenting developers
• The importance of onboarding
© Wireless Industry Partnership Connector Inc.

4. What do we want from our APIs?
Increased
revenue
Lower
costs
New
users
Faster
time to
market
Stickiness
/lock-in
Wider
content
spread
Lead
generation
Increased
traffic
INNOVATION
© Wireless Industry Partnership Connector Inc.

5. What we are really asking is:
What do we want developers
to do with our APIs?
© Wireless Industry Partnership Connector Inc.

6. What is the landscape like?
Millions of
developers
From Flickr user jamescridland
Thousands of
APIs
© Wireless Industry Partnership Connector Inc.

7. How Many 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
© Wireless Industry Partnership Connector Inc.

8. Last week:
12,282
© Wireless Industry Partnership Connector Inc.

9. What this means for your API program:
You need to focus on
the right developers.
You need to convince them
to invest their currency
– time – in your APIs.
© Wireless Industry Partnership Connector Inc.

10. Targeting “All
Developers”
is not an effective
strategy.
© Wireless Industry Partnership Connector Inc.

11. “We’re targeting the Long Tail.”
That’s doesn’t work either -- still too broad.
http://onebigphoto.com/a-long-tail-of-stingray/
© Wireless Industry Partnership Connector Inc.

12. Developers come in many
different colors.
Technical Factors
Android iOS
Frontend Backend
Developer Designer
Java C++
Mac PC
Web Mobile
Eclipse Visual Studio
Human Factors
Individuals Companies
Internal External
Coder Suit
Big Company Small Company
Indie Agency
Hobbyist Pro
Enterprise Consumer
© Wireless Industry Partnership Connector Inc.

13. Developers aren’t all the same.
You don’t have unlimited resources.
Filter & group based on relevant characteristics.
Each needs different services, support, marketing
messages and activities.

14. Developer marketing truths:
There are many types of developers.
Which are most important for you?
Different groups of developers
have different needs and desires.
© Wireless Industry Partnership Connector Inc.

15. Once you have the right group,
Set them off to the races!
© Wireless Industry Partnership Connector Inc.

16. What developers are looking for from you*
Credibility Support Success
*(beyond a product/service that fulfills a need)
© Wireless Industry Partnership Connector Inc.
• Do they know what
they’re talking about?
• Can I trust their claims?
• Can I help myself?
• When something goes
wrong, can it get fixed?
• Can they deliver a win?

17. How developers find these
© Wireless Industry Partnership Connector Inc.
Typical
“marketing”
channels and
activities
By using
– or attempting
to use –
your product

18. Onboarding
• The process of getting a developer to use your
product or service
• Post-awareness, exploration, getting started,
learning, going live, using your stuff
• Ask a dev: “Sounds like waterboarding”
– Because too often, it is

19. Why is it so important?
• It’s crucial to minimize the
hurdles/obstacles/friction between getting
started and going live
• This is where you will lose the most developers
from your program
• It’s also something you have a lot of control
over!

20. © Wireless Industry Partnership Connector Inc.

21. First Impression
• Understand WHO they are, and
the timing and context around
their needs.
• Who is this for?
• What does it do?
• What’s in it for me?
© Wireless Industry Partnership Connector Inc.

22. Product Messaging
• Expand on the
value proposition
© Wireless Industry Partnership Connector Inc.
Why would I
use this
product?
Why is it better
than other
solutions?
Why does it
deserve my
time?
Where’s
my win?

23. Examples and Case Studies
• Show developers how it’s working, rather than
telling them.
• Builds understanding and credibility
• Focus on speaking to the right context
• Show the benefits
© Wireless Industry Partnership Connector Inc.

24. Registration
• Your best chance to screw
things up!
• Ask for as little info as
necessary
• Being able to use the
tool/API/SDK/code is part of
the learning and decision-making
process
© Wireless Industry Partnership Connector Inc.

25. Getting Started
• What is your Time To First
Hello World?
• How quickly can
developers see results?
• Do you have a bulletproof
Quick Start Guide?
“You'd use these to hand-write your
computer programs. In pencil.”
“The next day you could find out if
your code compiled or not.”
http://simonallardice.com/general/2014/03/17/first-computer.html
© Wireless Industry Partnership Connector Inc.

26. Docs and Support
• Get the content correct & and
make it easy to use
• No PDFs, DOCs, use HTML
• Make your search work
• Don’t hide behind logins
• Don’t forget code samples, and
demos
• Forums – meh… - go where
developers go
© Wireless Industry Partnership Connector Inc.

27. Libraries and SDKs
• Create the right ones for your
users
• Link to outside libraries and
open-source projects
• Creates currency with
community, as well as
supports developers
© Wireless Industry Partnership Connector Inc.

28. To Sum Up
1. Find the right developers.
2. Understand what they want and need.
3. Light the way for them, and help them down the
path.
4. Manage your expectations.
© Wireless Industry Partnership Connector Inc.

29. INNOVATION
Starts with Developers
Let us Build your Developer Ecosystem
Strategy, Onboarding, Outreach, Events
Carlo Longino, VP of Developer Program Services
carlo@wip.org
Community: www.wip.org
Agency: www.wipfactory.com
© Wireless Industry Partnership Connector Inc.
Vancouver, Canada – Austin, USA – Barcelona, Spain