Developer Marketing - API Days

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© Wireless Industry Partnership Connector Inc. ELEMENTS OF AN EFFECTIVE DEVELOPER PROGRAM- WHAT IS DEVELOPER MARKETING? API Days May 6 2014 Berlin Caroline Lewko, WIP caroline at wip dot org

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The Basics of Developer marketing for API providers, developer programs and developer evangelists. Presentation during API Days Berlin, May 6, 2014

Transcript of Developer Marketing - API Days

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© Wireless Industry Partnership Connector Inc.

ELEMENTS OF AN EFFECTIVE DEVELOPER PROGRAM- WHAT IS DEVELOPER MARKETING?

API Days May 6 2014 Berlin Caroline Lewko, WIP caroline at wip dot org

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Technology Development – API,

Product, Service

PWC Report 2012

WIP supports developer programs as they launch and mature;

and developer needs as they grow.

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Where to Start?

How many developers are out there anyway??

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# of 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

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Who is NOT?

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Targeting “All Developers” is not an effective Strategy

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http://onebigphoto.com/a-long-tail-of-stingray/

We’re targeting the

“Long Tail” That’s not an effective strategy either as still too broad.

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You don’t have unlimited resources. Filter & Group based on relevant characteristics.

Each needs different marketing messages and activities.

That’s Segmentation.

Developers aren’t all the same.

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So how do we start to slice and dice developer segments?

Overlay Filters based on:

1. Technical Imperatives

2. Individual Imperatives

3. Business Imperatives

4. Market Imperatives

While always asking these questions:

1. Is it relevant to our business?

2. Is it a large enough segment?

3. It is a valuable enough segment ?

4. Can we access based on our resources?

1-4 imperatives per Filter

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Individuals/Companies Coders/Suits

Students/Pros Big companies/small companies

Independents/Brands Developers/designers/backend experts/DB and analysis

Android/IOS

Truths: • There are lots of different types of

developers out there. Who is most important to you?

• Different groups have different needs and desires, and need different messages.

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B2D Marketing is Different

• Speaking to individuals AND companies • Communication doesn’t end with

purchase (uptake) because the end goal is creation

• Developer centric NOT product centric

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B2B vs B2C vs B2D B2B B2C B2D

Relationship driven Product driven Outcome driven Maximize relationship

value Maximize transaction

value Maximize

outcome/enablement value

Feature driven Benefit driven Both Single-step buying

process Multi-step buying

process Both

Shorter sales cycle Longer sales cycle Both Organization focused Individual focused Both

Rational buying Emotional buying Objective and subjective buying

Smaller target markets Larger target markets Large market made up of many smaller ones

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Marketing is Everyone’s responsibility

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http://vimeo.com/ddx/

We’re dealing with genuine, passionate

people (with high Bullshit detectors)

Truths: • Keep things real. Don’t make big

promises you can’t back up. • Want to win over a developer? Ignite

their passion and creativity. • Want to lose a developer? Feed them

some BS so they can call you out.

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Make it simple & get your sh*t together .

Let them concentrate on creativity.

Truths: • Time is a developer’s currency. • It should be spent on productive and

rewarding activities, not tedious tasks. • Be easy to work with, not hard to

maneuver around.

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Its about Community – Join it

Truths: • You can’t build a community without

being a part of it. • Get to know your developers – and let

them get to know you. • Don’t keep your program as part of a

faceless company, make things personal.

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Find, embrace and learn from early adopters. Reward

champions.

Truths: • Developers want to be the first to know,

but not necessarily the first to try. • Incent early adopters to take the plunge. • Recognize community members who

lead the way for others – and they’ll keep doing it.

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You can’t own developers Truths: • They can be part of your mailing list (but don’t have

to be) • They can sign up to your website (but don’t have to) • They can use your tools (but don’t have to) • They can come to your events (or not) • They can read your tweets (and not comment on

them)

You can’t own your community, or its members, or decide where it begins and ends. It’s made up of who know you, that share your values and interests and are in your sphere of influence.

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Peer to Peer

Truths: • Your best developer marketing

tool is developers. • Your word doesn’t mean

anything compared to the word of a friend or colleague.

• Support your developers who spread the word and help their peers on SO and elsewhere.

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Ecosystem is key, your sustainability is only as strong as your ecosystem and community.

Truths: • Your strength comes from your support. • That support is built and earned. • Support doesn’t come from a large

audience, it comes from a strong community.

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Its about learning Devs like to learn, are curious,

and learn by doing. By all means, give them the opportunity

to do that.

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Its about people. They are special and you have to have someone special too

(they are called evangelists).

Truths: • You need the right team in place, few

people have a more important role than your evangelists.

• Your evangelist is your link to your community – don’t forget this.

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Sometimes, its like being between a rock and a hard place.

Truths: • You sit between marketing and

engineering • Budget can truly suck • More and more competition all the time

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But can you think of a more creative environment, in a

leading edge industry, with some of the greatest people ever that you get to meet all around the world!

Where would you rather be!

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© Wireless Industry Partnership Connector Inc.

Part of the Wireless Industry Partnership

We Build Mobile Developer Communities Strategy, Outreach, Events, Hackathons

Caroline Lewko, CEO

Caroline at WIP dot Org www.wip.org www.wipfactory.com

Vancouver, Canada – Austin, USA – London, UK

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WIP Factory Workshop for Developer Programs and Evangelists

May 14, 2015 London, UK

http://www.wipfactory.com/wip-factory-workshop-for-developer-programs-london-2014

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Any Questions?