Driving Developers To Your API

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<p>PowerPoint Presentation</p> <p>DRIVING DEVELOPERS TO YOUR APICarlo LonginoVP Developer Program Servicescarlo@wip.org</p> <p>November 12, 2014Apps World London</p> <p>About WIP FactoryThe first B2D marketing agencyStrategic consulting and outreach servicesAPI providers, platform vendors, device makers, developer programs of all stripes</p> <p> Wireless Industry Partnership Connector Inc.AgendaThe API landscapeTargeting and segmenting developersThe importance of onboarding</p> <p> Wireless Industry Partnership Connector Inc.What do we want from our APIs?Increased revenueLower costsNew usersFaster time to marketStickiness/lock-inWider content spreadLead generationIncreased trafficINNOVATION Wireless Industry Partnership Connector Inc.What we are really asking is:</p> <p>What do we want developers to do with our APIs? Wireless Industry Partnership Connector Inc.</p> <p>What is the landscape like?Millions of developersFrom Flickr user jamescridlandThousands of APIs Wireless Industry Partnership Connector Inc.How Many Developers?IDC: 18.5 million Software DevelopersEDC: 18.2 million DevelopersPlumbre: 43 million Software developers https://plumbr.eu/blog/how-many-java-developers-in-the-worldStackoverflow: 26.9 million monthly VisitorsWIP: Over 50% of developers visit SO every week Developers=&gt;50 million Wireless Industry Partnership Connector Inc.</p> <p>Last week:12,282 Wireless Industry Partnership Connector Inc.What this means for your API program:You need to focus on the right developers.</p> <p>You need to convince them to invest their currency time in your APIs.</p> <p> Wireless Industry Partnership Connector Inc.</p> <p>Targeting All Developersis not an effective strategy. Wireless Industry Partnership Connector Inc.If there are 50 million out there - a one size fits all approach doesnt work. 10</p> <p>http://onebigphoto.com/a-long-tail-of-stingray/Were targeting the Long Tail.Thats doesnt work either -- still too broad. Wireless Industry Partnership Connector Inc.</p> <p>Developers come in many different colors. Wireless Industry Partnership Connector Inc.Technical FactorsAndroidiOSFrontendBackendDeveloperDesignerJavaC++MacPCWebMobileEclipseVisual StudioHuman FactorsIndividualsCompaniesInternalExternalCoderSuitBig CompanySmall CompanyIndieAgencyHobbyistProEnterpriseConsumerBut you cant get them to work for you12</p> <p>You dont have unlimited resources.Filter &amp; group based on relevant characteristics. Each needs different services, support, marketing messages and activities.Developers arent all the same.</p> <p>13Developer marketing truths:There are many types of developers.Which are most important for you?</p> <p>Different groups of developershave different needs and desires.</p> <p> Wireless Industry Partnership Connector Inc.</p> <p>Once you have the right group, Wireless Industry Partnership Connector Inc.Set them off to the races!What developers are looking for from you**(beyond a product/service that fulfills a need) Wireless Industry Partnership Connector Inc.</p> <p>CredibilitySupportSuccessDo they know what theyre talking about?Can I trust their claims?Can I help myself?When something goes wrong, can it get fixed?Can they deliver a win?How developers find these Wireless Industry Partnership Connector Inc.Typical marketing channels and activitiesBy using or attempting to use your productOnboardingThe process of getting a developer to use your product or servicePost-awareness, exploration, getting started, learning, going live, using your stuffAsk a dev: Sounds like waterboardingBecause too often, it isWhy is it so important?Its crucial to minimize the hurdles/obstacles/friction between getting started and going liveThis is where you will lose the most developers from your programIts also something you have a lot of control over! Wireless Industry Partnership Connector Inc.</p> <p>First ImpressionUnderstand WHO they are, and the timing and context around their needs.Who is this for?What does it do?Whats in it for me? Wireless Industry Partnership Connector Inc.</p> <p>Product MessagingExpand on the value proposition Wireless Industry Partnership Connector Inc.</p> <p>Why would I use this product?Why is it better than other solutions?Why does it deserve my time?Wheres my win?Examples and Case StudiesShow developers how its working, rather than telling them.Builds understanding and credibilityFocus on speaking to the right contextShow the benefits Wireless Industry Partnership Connector Inc.</p> <p>RegistrationYour best chance to screw things up!Ask for as little info as necessaryBeing able to use the tool/API/SDK/code is part of the learning and decision-making process Wireless Industry Partnership Connector Inc.</p> <p>Getting StartedWhat is your Time To First Hello World?How quickly can developers see results?Do you have a bulletproof Quick Start Guide? Wireless Industry Partnership Connector Inc.</p> <p>You'd use these to hand-write your computer programs. In pencil.</p> <p>The next day you could find out if your code compiled or not.</p> <p>http://simonallardice.com/general/2014/03/17/first-computer.htmlDocs and SupportGet the content correct &amp; and make it easy to useNo PDFs, DOCs, use HTMLMake your search workDont hide behind loginsDont forget code samples, and demosForums meh - go where developers go Wireless Industry Partnership Connector Inc.</p> <p>Libraries and SDKsCreate the right ones for your usersLink to outside libraries and open-source projectsCreates currency with community, as well as supports developers Wireless Industry Partnership Connector Inc.</p> <p>To Sum UpFind the right developers.Understand what they want and need.Light the way for them, and help them down the path.Manage your expectations. Wireless Industry Partnership Connector Inc. Wireless Industry Partnership Connector Inc.</p> <p>INNOVATIONStarts with DevelopersLet us Build your Developer EcosystemStrategy, Onboarding, Outreach, Events</p> <p>Carlo Longino, VP of Developer Program Servicescarlo@wip.orgCommunity: www.wip.orgAgency: www.wipfactory.com </p> <p>Vancouver, Canada Austin, USA Barcelona, Spain</p>