Driving Developers To Your API
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The document outlines strategies for effectively engaging developers with APIs, emphasizing the need to identify and target specific developer segments instead of a broad audience. It discusses the importance of onboarding, providing clear value propositions, and minimizing friction during the initial interactions developers have with a product. The key takeaways stress understanding developers' needs, delivering relevant support, and facilitating an efficient onboarding process to build a successful developer ecosystem.
Driving Developers To Your API
- 1. Carlo Longino VP Developer Program Services [email protected] November 12, 2014 Apps World London DRIVING DEVELOPERS TO YOUR API
- 2. 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.
- 3. Agenda • The API landscape • Targeting and segmenting developers • The importance of onboarding © Wireless Industry Partnership Connector Inc.
- 4. What do we want from our APIs? Increased revenue Lower costs New users Faster time to market Stickiness /lock-in Wider content spread Lead generation Increased traffic INNOVATION © Wireless Industry Partnership Connector Inc.
- 5. What we are really asking is: What do we want developers to do with our APIs? © Wireless Industry Partnership Connector Inc.
- 6. What is the landscape like? Millions of developers From Flickr user jamescridland Thousands of APIs © Wireless Industry Partnership Connector Inc.
- 7. 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.
- 8. Last week: 12,282 © Wireless Industry Partnership Connector Inc.
- 9. 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.
- 10. Targeting “All Developers” is not an effective strategy. © Wireless Industry Partnership Connector Inc.
- 11. “We’re targeting the Long Tail.” That’s doesn’t work either -- still too broad. http://onebigphoto.com/a-long-tail-of-stingray/ © Wireless Industry Partnership Connector Inc.
- 12. Developers come in many different colors. 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 © Wireless Industry Partnership Connector Inc.
- 13. Developers aren’t all the same. You don’t have unlimited resources. Filter & group based on relevant characteristics. Each needs different services, support, marketing messages and activities.
- 14. 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.
- 15. Once you have the right group, Set them off to the races! © Wireless Industry Partnership Connector Inc.
- 16. What developers are looking for from you* Credibility Support Success *(beyond a product/service that fulfills a need) © Wireless Industry Partnership Connector Inc. • 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?
- 17. How developers find these © Wireless Industry Partnership Connector Inc. Typical “marketing” channels and activities By using – or attempting to use – your product
- 18. 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
- 19. 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!
- 20. © Wireless Industry Partnership Connector Inc.
- 21. 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.
- 22. 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?
- 23. 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.
- 24. 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.
- 25. Getting Started • What is your Time To First Hello World? • How quickly can developers see results? • Do you have a bulletproof Quick Start Guide? “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 © Wireless Industry Partnership Connector Inc.
- 26. 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.
- 27. 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.
- 28. 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.
- 29. INNOVATION Starts with Developers Let us Build your Developer Ecosystem Strategy, Onboarding, Outreach, Events Carlo Longino, VP of Developer Program Services [email protected] Community: www.wip.org Agency: www.wipfactory.com © Wireless Industry Partnership Connector Inc. Vancouver, Canada – Austin, USA – Barcelona, Spain