Promote your API brand, extend your API Reach

By Chris Haddad @ API Strategy & Practice Conference
San Francisco, October 23-24-25, 2013

Transcript

1. Promote  Your  API  Brand     Extend  Your  API  Reach   Chris  Haddad   @cobiacomm  on  Twi,er   h,p://blog.cobia.net/cobiacomm     Read  more  about  API  Branding  at     h,p://blog.cobia.net/cobiacomm/2013/05/22/api-­‐brand-­‐stand-­‐out-­‐from-­‐the-­‐crowd/   h,p://wso2.com/library/webinars/2013/06/your-­‐api-­‐branding-­‐strategy/          
2. Don’t  be  the  lonely  API  !   {  Insert-­‐Picture-­‐of-­‐Lonely-­‐Guy  }    
3. Be  the  Popular  API     {  Insert-­‐Your-­‐Friend-­‐Pictures-­‐Here  }   {  Insert-­‐Your-­‐Picture-­‐Here  }  
4. 9  Thousand  +  APIS   800  Thousand  +     Apple  Apps  
5. Millions  of  Weblog  Endpoints     Countless  Opportunity  and  Choice   Billions  of  Device  Endpoints  
6. Your  API  Endpoint     will  be     One  in  Billions  
7. How  will  Your  API     stand  out  from  the  crowd?  
8. Web  API  Branding  
9. Brands  Enhance  Reach  and  Revenue   API  brands  build   mindshare   Mindshare   increases  visibility   Visibility  fosters   discovery  and   evaluaKon   EvaluaKon   triggers   collaboraKon  and   API  adopKon   API  adopKon   builds  community  
10. What  is  a  brand?     55%  EmoVon       15%  Logic   30%  Purpose    
11. Brand  =  ReputaVon  and  PercepVon   •  PercepKon   – Commodity  versus  exclusivity   – Ease  of  use   – Value   •  ReputaKon   – Delivering  required  capabiliKes  and  data   – API  quality  and  warranty   – Available  support  channel  and  customer  service  
12. Build  a  Brand  Strategy   •  Define  Brand  Message   –  IdenKty  target  audience   –  Specify  percepKon  targets   •  Build  Brand  Awareness   –  CommunicaKon  and  promoKon   –  Visible  outreach    acKons   •  Brand  Nurturing   –  Partnerships   –  Community  relaKons   –  EducaKon   •  Brand  Value   –  Compare  adopKon,  retenKon,  and  revenue  growth   –  Market  interest  and  third-­‐party  coverage  
13. Tailor  Brand  PresentaVon  for  Audience  
14. Brand  Strategy  ConsideraVons   •  Engagement  across  mulKple  communiKes   •  IntegraKon  with  mulKple  idenKty  sources   •  API  visibility   •  MoneKzaKon  policies    
15. Define  your  API  Brand   •  Value   –  Message  elements  and  a,ributes   –  API  aggregaKon,  orchestraKon   –  Service  Kers  and  associated  cost   •  PercepKon  and  ReputaKon   –  DocumentaKon,  SDK  and  samples   –  Partners  and  case  studies   –  Terms  of  Service   –  Service  Level  Agreement   •  RetenKon   –  IntegraKon  with  other  APIs   –  Logo  usage  policies  
16. Branding  -­‐  Technical  Guidelines   •  Promote  API  Brand  IdenKty   •  Enforce  API  Usage  LimitaKons   •  Community  Nurturing    
17. Choose  an  API  Brand  Pla[orm   •  Fully  customizable  look  and  feel   •  MulKple  Storefronts  for  diverse  communiKes   •  MulKple  publisher  groups   •  Flexible  Service  Level  Tiers     •  Flexible  moneKzaKon  engine    
18. @cobiacomm  on  Twi,er             h,p://blog.cobia.net/cobiacomm   Read  more  about  API  Branding  at     h,p://blog.cobia.net/cobiacomm/2013/05/22/api-­‐brand-­‐stand-­‐out-­‐ from-­‐the-­‐crowd/   h,p://wso2.com/library/webinars/2013/06/your-­‐api-­‐branding-­‐ strategy/