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With hundreds to thousands of API options, how you promote and brand your API will influence discover, adoption, and API success. An API branding strategy must consider engagement across multiple communities, integration with identity sources, and implementing flexible API visibility and monetization policies. The API economy is progressing towards providing API developers the ability to share APIs across multiple portals, create branded API community sites, and apply varying policies across internal organization consumers or external third party developers. In this session, Chris Haddad will describe: Why create an API brand? What actions and presence influences API brand success? How do I efficiently reach out to multiple communities and promote APIs through multiple branded API portals? How do I measure API brand reach and API success?
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Promote Your API Brand Extend Your API Reach
Chris Haddad@cobiacomm on Twitter
http://blog.cobia.net/cobiacomm
Read more about API Branding at http://blog.cobia.net/cobiacomm/tag/api
Don’t be the lonely API !
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Be the Popular API
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9 Thousand + APIS
800 Thousand + Apple Apps
Millions of Weblog Endpoints
Countless Opportunity and Choice
Billions of Device Endpoints
Your API Endpoint will be
One in Billions
How will Your API stand out from the crowd?
Web API Branding
Brands Enhance Reach and RevenueAPI brands build
mindshare
Mindshare increases visibility
Visibility fosters discovery and
evaluation
Evaluation triggers collaboration and
API adoption
API adoption builds community
What is a brand?
55% Emotion 15% Logic
30% Purpose
Brand = Reputation and Perception
• Perception– Commodity versus exclusivity– Ease of use– Value
• Reputation– Delivering required capabilities and data– API quality and warranty– Available support channel and customer service
Build a Brand Strategy• Define Brand Message– Identity target audience– Specify perception targets
• Build Brand Awareness– Communication and promotion– Visible outreach actions
• Brand Nurturing– Partnerships– Community relations– Education
• Brand Value– Compare adoption, retention, and revenue growth– Market interest and third-party coverage
Tailor Brand Presentation for Audience
Brand Strategy Considerations
• Engagement across multiple communities• Integration with multiple identity sources• API visibility• Monetization policies
Define your API Brand• Value– Message elements and attributes– API aggregation, orchestration– Service tiers and associated cost
• Perception and Reputation– Documentation, SDK and samples– Partners and case studies– Terms of Service– Service Level Agreement
• Retention– Integration with other APIs– Logo usage policies
Branding - Technical Guidelines
• Promote API Brand Identity• Enforce API Usage Limitations• Community Nurturing
Choose an API Brand Platform• Fully customizable look and feel• Multiple Storefronts for diverse communities• Multiple publisher groups• Flexible Service Level Tiers • Flexible monetization engine