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! ! The M Word

            Delyn Simons
           @delynator, @mashery
                     #twiliocon
                   October 2012
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
Text
       People and IT have different
             requirements.                            Text

                                                  t

                                                Consumerizatio
                                        ility   n will force more
                                 p   ab
                          r Ca                  IT change over
                  su me                         the next 10
              n
         Co
                                                years than any
                                                other trend.
         Enterprise IT                                       - Gartner
Corporate IT        Consumerized IT

    Controlled            Connected

      Secure                 Open

      Process                Fast

Efficient for Systems   Efficient for Users
Text




       Credit: Jeff Lawson, Twillo
Text

       From Products to Platforms
Product Think    Platform Think

Device-centric   Services-centric

     OS               Cloud

  Hardware           Content

  Download           Stream

                   Wired Magazine, Dec 2011
Developers in the Driver’s Seat




                           Photo Credit:
                   flickr.com/techcrunch
Talent Wars:
  An Arms
Race in Tech
  - Udemy Infographic
Text

   Get Out of the Way Marketing
       Your customers are smarter than you

         Let them get under the hood

         Sell aspirin, not vitamins

         Your documentation is your marketing

         Less cathedral, more bazaar

       @delynator, @mashery
Credit: Geeks and repetitive
tasks Bruno Oliveira, Google+
The M Word: Marketing in a Developer World
Text

   Get Out of the Way Marketing
         Your customers are smarter than you

        Let them get under the hood




       @delynator, @mashery
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
Credit: Jeff Lawson, Twillo
Text

   Get Out of the Way Marketing
         Your customers are smarter than you

         Let them get under the hood

        Sell aspirin, not vitamins




       @delynator, @mashery
       #twiliocon
Text
       Marketing? First, solve pain.
  • “Documentation and examples. Give me those, keep them up to date
  • and I'm happy.”


  • “Version *every* change to your API, and version your docs the same
  • way, so I always know which functionality I'm getting, and what it's
  • really supposed to do.”


  • “Keep your documentation up to date and in all reasonable instances
  • provide a fucking library for common languages that has real
  • production-ready code instead of some bullshit an intern wrote in an
  • afternoon for a demo.”

                                     Credit: YourTrove Hacker News Developer Survey
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
Text

   Get Out of the Way Marketing
         Your customers are smarter than you

         Let them get under the hood

         Sell aspirin, not vitamins

        Your documentation is your marketing


       @delynator, @mashery
       #twiliocon
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
Text

   Get Out of the Way Marketing
       Your customers are smarter than you

       Let them get under the hood

       Sell aspirin, not vitamins

       Your documentation is your marketing

       Less cathedral, more bazaar
   @delynator, @mashery
   #twiliocon
The Cathedral
“We are the experts.”

                                         Attributes:
                                         Traditional, secure, closed, top-down,
                                         proprietary, one-way communication handed
                                         down to the masses.

                                         Read-only marketing.

                                            An inordinate amount of time and energy
                                            must be spent hunting for bugs in the
                                            Cathedral model, since the working version
                                    photo: flickr.com/photos/dynamosquito CC BY-SA 2.0 a few
                                            of the code is available only to
                                      photo: flickr.com/photos/dynamosquito CC BY-SA 2.0
                                            developers.

                                         Slower to evolve or react quickly to changing
                                         market conditions.




                                           - Eric S. Raymond. The Cathedral &
                    Photo Credit:                         the Bazaar. O'Reilly.
                flickr.com/vicfan
The Bazaar
“We cannot predict all the new directions our business will take us.”

                                                Attributes
                                                Open ecosystem, nimble,
                                                agile, lightweight, emphasis
                                                on participation.

                                                Read-Write marketing.

                                                If you treat your beta-testers
                                                as if they're your most
                                                valuable resource, they will
                                                respond by becoming your
                                                most valuable resource.

                                Photo Credit:   The next best thing to having
                     flickr.com/dynamosquito     good ideas is recognizing
                                                good ideas from your users.
                                                Sometimes the latter is better.

                                                       - Eric S. Raymond. The
                                                       Cathedral & the Bazaar.
Text

   Get Out of the Way Marketing
       Your customers are smarter than you

       Let them get under the hood

       Sell aspirin, not vitamins

       Your documentation is your marketing

       Less cathedral, more bazaar

       @delynator, @mashery
Thank you!

Your feedback is a gift.


                  Delyn Simons
                 @delynator, @mashery
                         #twiliocon
                       October 2012

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The M Word: Marketing in a Developer World

  • 1. ! ! The M Word Delyn Simons @delynator, @mashery #twiliocon October 2012
  • 6. Text People and IT have different requirements. Text t Consumerizatio ility n will force more p ab r Ca IT change over su me the next 10 n Co years than any other trend. Enterprise IT - Gartner
  • 7. Corporate IT Consumerized IT Controlled Connected Secure Open Process Fast Efficient for Systems Efficient for Users
  • 8. Text Credit: Jeff Lawson, Twillo
  • 9. Text From Products to Platforms
  • 10. Product Think Platform Think Device-centric Services-centric OS Cloud Hardware Content Download Stream Wired Magazine, Dec 2011
  • 11. Developers in the Driver’s Seat Photo Credit: flickr.com/techcrunch
  • 12. Talent Wars: An Arms Race in Tech - Udemy Infographic
  • 13. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery
  • 14. Credit: Geeks and repetitive tasks Bruno Oliveira, Google+
  • 16. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood @delynator, @mashery
  • 21. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins @delynator, @mashery #twiliocon
  • 22. Text Marketing? First, solve pain. • “Documentation and examples. Give me those, keep them up to date • and I'm happy.” • “Version *every* change to your API, and version your docs the same • way, so I always know which functionality I'm getting, and what it's • really supposed to do.” • “Keep your documentation up to date and in all reasonable instances • provide a fucking library for common languages that has real • production-ready code instead of some bullshit an intern wrote in an • afternoon for a demo.” Credit: YourTrove Hacker News Developer Survey
  • 27. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing @delynator, @mashery #twiliocon
  • 32. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery #twiliocon
  • 33. The Cathedral “We are the experts.” Attributes: Traditional, secure, closed, top-down, proprietary, one-way communication handed down to the masses. Read-only marketing. An inordinate amount of time and energy must be spent hunting for bugs in the Cathedral model, since the working version photo: flickr.com/photos/dynamosquito CC BY-SA 2.0 a few of the code is available only to photo: flickr.com/photos/dynamosquito CC BY-SA 2.0 developers. Slower to evolve or react quickly to changing market conditions. - Eric S. Raymond. The Cathedral & Photo Credit: the Bazaar. O'Reilly. flickr.com/vicfan
  • 34. The Bazaar “We cannot predict all the new directions our business will take us.” Attributes Open ecosystem, nimble, agile, lightweight, emphasis on participation. Read-Write marketing. If you treat your beta-testers as if they're your most valuable resource, they will respond by becoming your most valuable resource. Photo Credit: The next best thing to having flickr.com/dynamosquito good ideas is recognizing good ideas from your users. Sometimes the latter is better. - Eric S. Raymond. The Cathedral & the Bazaar.
  • 35. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery
  • 36. Thank you! Your feedback is a gift. Delyn Simons @delynator, @mashery #twiliocon October 2012

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  33. \n
  34. \n
  35. \n
  36. \n