getting your api discovered the secret to api promotion
DESCRIPTION
Getting Your API Discovered: The Secret to API Promotion featuring ProgrammableWeb Engage and on-board third-party developers to maximize the value of enterprise APIs Using API publishing as a means for opening enterprise information assets to outside developers creates the promise of new revenue channels, expanded market reach and enhanced customer retention. But simply building an API does not guarantee these benefits. An open API can only create true value for an enterprise if it is discovered and used by third-party developers. Therefore, enterprises need ways to promote their open APIs, in order to engage and on-board developers. This webinar, presented by API management vendor Layer 7 Technologies and API community pioneer ProgrammableWeb, will explore a range of best practices for API promotion and developer community building. You Will LearnTRANSCRIPT
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Getting Your API Discovered: The Secret to API Promotion featuring ProgrammableWeb
Dana Crane Product Marketing Manager Layer 7 Technologies
John Musser Founder ProgrammableWeb
June 5, 2012
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Layer 7 Confidential 2
Housekeeping
Questions - Chat any questions you have and we’ll answer them at the end of this call
Twitter - Today’s event hashtag:
- #L7webinar
- Follow us on Twitter:
- @layer7
- @johnmusser
- @programmableweb
facebook.com/layer7
layer7.com/blogs
layer7.com/linkedin
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7 years
6,000+ APIs
3,000+ news
stories
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API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
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API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
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API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
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API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
9 Months
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API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
9 Months
6 Months
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API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
9 Months
6 Months
4 Months
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API growth rate Based on directory of 6,000 web APIs listed at ProgrammableWeb, May 2012
8 Years
18 Months
9 Months
6 Months
4 Months
3 Months
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POST /GetStock HTTP/1.1 Host: www.example.org Content-‐Type: applicaNon/soap+xml <?xml version="1.0"?> <soap:Envelope xmlns:soap="hXp://www.w3.org/2001/12/soap-‐envelope" soap:encodingStyle="hXp://www.w3.org/2001/12/soap-‐encoding"> <soap:Body xmlns:m="hXp://www.example.org/stock"> <m:GetStockPrice> <m:StockName>IBM</m:StockName> </m:GetStockPrice> </soap:Body> </soap:Envelope>
GET hXp://example.org/stock/IBM
HOT or NOT
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GET hXp://example.org/stock/IBM POST /GetStock HTTP/1.1 Host: www.example.org Content-‐Type: applicaNon/soap+xml <?xml version="1.0"?> <soap:Envelope xmlns:soap="hXp://www.w3.org/2001/12/soap-‐envelope" soap:encodingStyle="hXp://www.w3.org/2001/12/soap-‐encoding"> <soap:Body xmlns:m="hXp://www.example.org/stock"> <m:GetStockPrice> <m:StockName>IBM</m:StockName> </m:GetStockPrice> </soap:Body> </soap:Envelope>
SOAP REST
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API protocols and styles Based on directory of 5,100 web APIs listed at ProgrammableWeb, February 2012
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{ "symbol": ”IBM", "price": 94.72, }
<?xml version="1.0"?> <soap:Envelope xmlns:soap="hXp://www.w3.org/2001/12/soap-‐envelope" soap:encodingStyle="hXp://www.w3.org/2001/12/soap-‐encoding"> <soap:Body xmlns:m="hXp://www.example.org/stock"> <m:GetStockPriceResponse> <m:Price>34.5</m:Price> </m:GetStockPriceResponse> </soap:Body> </soap:Envelope>
HOT or NOT
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{ "symbol": ”IBM", "price": 94.72, }
<?xml version="1.0"?> <soap:Envelope xmlns:soap="hXp://www.w3.org/2001/12/soap-‐envelope" soap:encodingStyle="hXp://www.w3.org/2001/12/soap-‐encoding"> <soap:Body xmlns:m="hXp://www.example.org/stock"> <m:GetStockPriceResponse> <m:Price>34.5</m:Price> </m:GetStockPriceResponse> </soap:Body> </soap:Envelope>
JSON XML
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Percentage of REST APIs supporting JSON Based on directory of 5,800 web APIs listed at ProgrammableWeb, May 2012
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API Billionaires Club 5 billion API calls / day (April 2010)
1 billion API calls / day (Q1 2012)
5 billion API calls / day (October 2009)
13 billion API calls / day (May 2011)
1.4 billion API calls / day (May 2012)
1 billion API calls / day (January 2012)
1.1 billion API calls / day (April 2011)
1 billion API calls / day (May 2012)
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More API Billionaires
2.5 billion API calls / month (April 2012)
5 billion API calls / month (May 2011)
2 billion API calls / month (December 2010)
3 billion API calls / month (July 2011)
12 billion API calls / month (May 2011)
6 billion API calls / month (February 2011)
3.7 billion calls / month (August 2011)
3.2 billion API-delivered stories / month (October 2011)
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HOT or NOT
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Hackathons
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Hands-on promotion # hackathons Q1 2012:
Jan: 35 Feb: 57 Mar: 68
max prize in 2011 >= $100,000 data via @kinlane
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Learn from API leaders
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customer == developer
API as Product
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New API
Should you brand your API?
=
=
“Powered by”
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HOT or NOT
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Interactive Documentation
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Select method
Enter params
Click button
See results
Go write code…
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Technical specifications
My APIs
Mashups & devs using the API
API related source code
API category blog posNngs
Related APIs by category, tag and “devs that used this, also used…”
User comments
Track this API
High level API overview
Related content Database driven
Personalized
Community
Algorithmic
How PW works
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Make APIs social
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Finding complementary APIs
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1995
Why do we need a Web site?
2000 2005 2010
Of course we have a Web site
Of course we have an API
Why do we need an API?
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Photo credits Hackers: hXp://www.flickr.com/photos/hackny/5684846071/ Bored conference: hXp://www.flickr.com/photos/padorange/2580180117/
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Layer 7 Confidential 3
Traditional “Closed” APIs
Divisions
Cloud
Partners
Mobile
API
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Open APIs
Divisions
Cloud
Partners
Mobile
API
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“If You Build It, They Will Come”
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The New Business Model: B2D
Developers are a new channel to market
- Business Case (get the buy in; get the funding)
- Channel Manager
- Build the Community
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PROMOTING YOUR APIs
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Layer 7 Confidential 8
Attracting Developers – Getting the Word Out
API Management Vendor
API Evangelist
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Attracting Developers – Getting the Word Out
Rely on your API Mgmt Vendor
Hire an API Evangelist
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Attracting Developers – API as Product
First to Market
Whole Product
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Attracting Developers – API as Product
First to Market Wins
Whole Product Wins
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FT & Creating a Whole Product for Emerging Markets
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Attracting Developers – Build Sample Apps
IT-built
Outsourced
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Attracting Developers – Build Sample Apps
Don’t Sell IT Short
Outsourced Development
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Attracting Developers – Incentivize
Show Me the Code
Show Me the Money
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Attracting Developers – Incentivize
Enrich Developer$
Empower Developers
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Examples
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Word of Mouth
Attracting Developers – Advertise
Marketing
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Measure & Reward Developers
Attracting Developers – Advertise
Blah, Blah, Blah
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API Discovery
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Documentation
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API Explorer
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Forums
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API Reporting
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Questions?
Dana Crane Product Marketing Manager Layer 7 Technologies [email protected]
John Musser Founder ProgrammableWeb [email protected]
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Next Layer 7 Webinar
How to Make Your Enterprise Apps Mobile-Ready, Fast Leverage backend mobile middleware to deliver mobile-ready enterprise APIs June 21, 2012 9am PDT | 12pm EDT | 5pm BST
Layer7.com/webinars