Developers Hate Marketing! Driving API Adoption

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    01-Nov-2014

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Developers Hate Marketing! Driving API Adoption by apigee. Check out our blog for the recording and video, thanks!

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  • 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 signicantly aid the adop/on of soAware. The path from developer to customer is geSng shorter. To win you must drive adop>on and arma>on through developers. --- Jerey 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 & le, 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/ves 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 Doesnt Work Business models are low-touch
  • 7. Why the Old Way Doesnt Work Community is king
  • 8. Why the Old Way Doesnt Work Conversa>on and informa>on is in new places, in new pa5erns
  • 9. Why the Old Way Doesnt Work Inuence is decentralized and uid
  • 10. Why the Old Way Doesnt Work Oine and online community drive each other
  • 11. Why the Old Way Doesnt 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 trac
  • 14. Engagement Community Enterprise conferences on apps, mobile, development Developer events and hackathons Meetups Language-specic elds 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
  • 26. Adop>on Tech media giantsDeveloper/hacker blogsVertical outlets mobile, marketing, retail and e-commerceDeveloper conferences enterprise and consumerHackathons and meetupsBranded developer eventsPublic Relations
  • 27. Adop>on
  • 28. Top 10 Things When Launching Your API
  • 29. Demo Video & API Console
  • 30. Get Listed on ProgrammableWeb
  • 31. Support Forum, Mailing List, Social Media
  • 32. Blog Posts
  • 33. Sample Apps Highlighted
  • 34. API/App Contest
  • 35. Hold a Meetup, Sponsor or Start a Hackathon
  • 36. Team Up with Complementary API Teams
  • 37. What else works? Help developers save time, get paid, and build skillsGet content where developers are beyond your portalMake it about them, not about youGet out there both offline and onlineNirvana when developers are helping each other
  • 38. Create an Advisory Board
  • 39. 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)
  • 40. THANK YOU QuesKons and ideas to:@landlessness @shanley @sco5regan