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DRIVING DEVELOPERS TO YOUR
API
Carlo Longino
VP Developer Program Services
November 12, 2014
Apps World London
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About WIP Factory
• The first B2D marketing
agency
• Strategic consulting and
outreach services
• API providers, platform
vendors, device makers,
developer programs of all
stripes© Wireless Industry Partnership Connector Inc.
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Agenda
• The API landscape
• Targeting and segmenting developers
• The importance of onboarding
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What do we want from our APIs?
Increased revenue
Lower
costs
New
users
Faster
time to
market
Stickiness
/lock-inWider
content spread
Lead
generation
Increased
traffic
INNOVATION
© Wireless Industry Partnership Connector Inc.
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What we are really asking is:
What do we want developers
to do with our APIs?
© Wireless Industry Partnership Connector Inc.
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What is the landscape like?
Millions of
developers
From Flickr user jamescridland
Thousands of
APIs
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How Many Developers?
• IDC: 18.5 million Software Developers
• EDC: 18.2 million Developers
• Plumbre: 43 million Software developers https://plumbr.eu/blog/how-many-java-developers-in-the-world
• Stackoverflow: 26.9 million monthly Visitors
• WIP: Over 50% of developers visit SO every
week → Developers=>50 million
© Wireless Industry Partnership Connector Inc.
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Last week:
12,282
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What this means for your API program:
You need to focus on the right developers.
You need to convince them to invest their currency – time – in your APIs.
© Wireless Industry Partnership Connector Inc.
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Targeting “All
Developers”
is not an effective strategy.
© Wireless Industry Partnership Connector Inc.
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http://onebigphoto.com/a-long-tail-of-stingray/
“We’re targeting the Long Tail.”
That’s doesn’t work either -- still too broad.
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Developers come in many
different colors.
© Wireless Industry Partnership Connector Inc.
Technical Factors
Android iOS
Frontend Backend
Developer Designer
Java C++
Mac PC
Web Mobile
Eclipse Visual Studio
Human Factors
Individuals Companies
Internal External
Coder Suit
Big Company Small Company
Indie Agency
Hobbyist Pro
Enterprise Consumer
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You don’t have unlimited resources.Filter & group based on relevant characteristics.
Each needs different services, support, marketing messages and activities.
Developers aren’t all the same.
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Developer marketing truths:
There are many types of developers.
Which are most important for you?
Different groups of developers
have different needs and desires.
© Wireless Industry Partnership Connector Inc.
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Once you have the right group,
© Wireless Industry Partnership Connector Inc.
Set them off to the races!
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What developers are looking for from you*
*(beyond a product/service that fulfills a need)© Wireless Industry Partnership Connector Inc.
Credibility Support Success
• Do they know what
they’re talking about?
• Can I trust their claims?
• Can I help myself?
• When something goes
wrong, can it get fixed?
• Can they deliver a win?
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How developers find these
© Wireless Industry Partnership Connector Inc.
Typical
“marketing”
channels and
activities
By using
– or attempting
to use –
your product
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Onboarding
• The process of getting a developer to use your
product or service
• Post-awareness, exploration, getting started,
learning, going live, using your stuff
• Ask a dev: “Sounds like waterboarding”
– Because too often, it is
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Why is it so important?
• It’s crucial to minimize the
hurdles/obstacles/friction between getting
started and going live
• This is where you will lose the most developers
from your program
• It’s also something you have a lot of control
over!
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© Wireless Industry Partnership Connector Inc.
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First Impression
• Understand WHO they are, and
the timing and context around
their needs.
• Who is this for?
• What does it do?
• What’s in it for me?
© Wireless Industry Partnership Connector Inc.
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Product Messaging
• Expand on the
value proposition
© Wireless Industry Partnership Connector Inc.
Why would I
use this
product?
Why is it better
than other
solutions?
Why does it
deserve my
time?
Where’s
my win?
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Examples and Case Studies
• Show developers how it’s working, rather than
telling them.
• Builds understanding and credibility
• Focus on speaking to the right context
• Show the benefits
© Wireless Industry Partnership Connector Inc.
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Registration
• Your best chance to screw
things up!
• Ask for as little info as
necessary
• Being able to use the
tool/API/SDK/code is part of
the learning and decision-
making process© Wireless Industry Partnership Connector Inc.
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Getting Started
• What 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.
“You'd use these to hand-write your
computer programs. In pencil.”
“The next day you could find out if
your code compiled or not.”
http://simonallardice.com/general/2014/03/17/first-computer.html
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Docs and Support
• Get the content correct & and make it easy to use
• No PDFs, DOCs, use HTML
• Make your search work
• Don’t hide behind logins
• Don’t forget code samples, and demos
• Forums – meh… - go where developers go
© Wireless Industry Partnership Connector Inc.
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Libraries and SDKs
• Create the right ones for your users
• Link to outside libraries and open-source projects
• Creates currency with community, as well as supports developers
© Wireless Industry Partnership Connector Inc.
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To Sum Up
1. Find the right developers.
2. Understand what they want and need.
3. Light the way for them, and help them down the
path.
4. Manage your expectations.
© Wireless Industry Partnership Connector Inc.
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© Wireless Industry Partnership Connector Inc.
INNOVATIONStarts with Developers
Let us Build your Developer EcosystemStrategy, Onboarding, Outreach, Events
Carlo Longino, VP of Developer Program Services
Community: www.wip.org
Agency: www.wipfactory.com
Vancouver, Canada – Austin, USA – Barcelona, Spain