developers hate marketing! driving api adoption

Developers  Hate  Marke/ng:    A4rac/ng  Developers  to  your  API  

Shanley  Kane  -­‐  @shanley  

Brian  Mulloy  -­‐  @landlessness  

Sco5  Regan  -­‐  @sco5regan  

@landlessness @shanley @sco5regan

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)  

API Workshop Webinar Series (videos & slides at http://blog.apigee.com/taglist/webinar)

Developers:  The  New  Unicorn  

 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          

Business  models  are  low-­‐touch      

Why  the  Old  Way  Doesn’t  Work    

 Community  is  king    

Why  the  Old  Way  Doesn’t  Work    

   Conversa>on  and  informa>on  is  in  new  places,  in  new  pa5erns    

Why  the  Old  Way  Doesn’t  Work    

       Influence  is  decentralized  and  fluid    

Why  the  Old  Way  Doesn’t  Work    

         Offline  and  online  community  drive  each  other    

Why  the  Old  Way  Doesn’t  Work    

           API  use  cases  are  diverse      

Why  the  Old  Way  Doesn’t  Work    

Developers  Hate  Marke>ng…                

You  Have  to  Solve  Their  Problems!        

Awareness  

Experience  

Engagement  

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  

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                

Community    

Community    

Community    

HTML5  WebOS  

iOS   Gaming  Consoles  

Android  

Set  Top  Boxes  

Twi5er  LinkedIn  

Salesforce   Twilio  

SimpleGeo  Facebook  

Ruby  Python  

Javascript   PHP  

Java  Objec>ve  C  

Engagement  

Content  Highlight developer work

Thought leadership on the space

New features, product roadmap

API value and differentiation

Tutorials, best practices, tricks and hacks            

Engagement  

Content  

Engagement  

Communica/on  Outreach to alpha devs

Cultivating champions

Collecting feedback and requirements

Responding to support issues

Discovering and cultivating partnership opportunities            

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.            

Experience  

Experience  

Experience  

Experience  

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

Adop>on  

Top  10  Things  When  Launching  Your  API  

Demo  Video  &  API  Console  

Get  Listed  on  ProgrammableWeb  

Support  Forum,  Mailing  List,    Social  Media  

Blog  Posts  

Sample  Apps  Highlighted  

API/App  Contest  

Hold  a  Meetup,  Sponsor    or  Start  a  Hackathon  

Team  Up  with  Complementary    API  Teams  

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  

Create  an  Advisory  Board  

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)  

API Workshop Webinar Series (videos & slides at http://blog.apigee.com/taglist/webinar)

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