Elements of an Effective Developer Program

Elements of an Effective Developer Program

by Caroline Lewko @ APIStrat 2014 in Chicago

Transcript

  1. © Wireless Industry Partnership Connector Inc. WHAT IS BUSINESS TO

    DEVELOPER MARKETING OR B2D API Strat Conference September 26, 2014 Chicago Caroline Lewko, WIP caroline at wip dot org
  2. © Wireless Industry Partnership Connector Inc. Targeting “All Developers” is

    not an effective Strategy
  3. © Wireless Industry Partnership Connector Inc. 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.
  4. © Wireless Industry Partnership Connector Inc. Where to Start? How

    many developers are out there anyway??
  5. © Wireless Industry Partnership Connector Inc. # 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
  6. © Wireless Industry Partnership Connector Inc. Who is NOT?

  7. © Wireless Industry Partnership Connector Inc. 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.
  8. © Wireless Industry Partnership Connector Inc. 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.
  9. © Wireless Industry Partnership Connector Inc. Let’s Make a Shoe

  10. © Wireless Industry Partnership Connector Inc. Did you dream any

    of these exact ones?
  11. © Wireless Industry Partnership Connector Inc. You are the rubber,

    wood and the glue. How do you: 1. Incite imagination to create? 2. Provide directions and context to build a viable product? 3. Have an end goal where everyone wins? It’s Co-Creation http://www.madehow.com/Volume-4/Wooden-Clog.html
  12. © Wireless Industry Partnership Connector Inc. They aren’t all creative

    & they can’t read minds. So help them paint the picture. The Myth of Developers http://upload.wikimedia.org/wikipedia/commons/e/ef/Modern-Trade-Painter.jpg
  13. © Wireless Industry Partnership Connector Inc. 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.
  14. © Wireless Industry Partnership Connector Inc. Its about learning Devs

    like to learn, are curious, and learn by doing. By all means, give them the opportunity to do that.
  15. © Wireless Industry Partnership Connector Inc. 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.
  16. © Wireless Industry Partnership Connector Inc. http://startupquote.com/ 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.
  17. © Wireless Industry Partnership Connector Inc. 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.
  18. © Wireless Industry Partnership Connector Inc. 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.
  19. © Wireless Industry Partnership Connector Inc. 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.
  20. © Wireless Industry Partnership Connector Inc. 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.
  21. © Wireless Industry Partnership Connector Inc. 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.
  22. © Wireless Industry Partnership Connector Inc. Marketing is Everyone’s responsibility

  23. © Wireless Industry Partnership Connector Inc. INNOVATION Starts with Developers

    Let us Build your Developer Ecosystem Strategy, Onboarding, Outreach, Events Caroline Lewko, CEO Caroline at WIP dot Org www.wipfactory.com Vancouver, Canada – Austin, USA – Barcelona, Spain