The document discusses what developers want from API providers. It notes that developers want documentation, SDKs, libraries, sample code, tutorials, debugging tools, and support for popular programming languages. The document also discusses the challenges of measuring the success of developer relations programs and how metrics can be business-driven to focus on goals like usage, partnerships, and brand recognition. It advocates for understanding both developer and business needs to build effective relations programs.

1. What
developers
want
Paul Ardeleanu
Senior Manager, Developer Relations
paul.ardeleanu@vonage.com

2. What
developers
want
Paul Ardeleanu
Senior Manager, Developer Relations
paul.ardeleanu@vonage.com

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developer.vonage.com

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developer.vonage.com

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twitter.com/faleitao/status/1052172377969319937

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So… what do developers want?
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documentation
APIs
OpenAPI Specs
sample code
tutorials code snippets
SDKs
libraries
open source
integrations
debugging tools
dashboards
familiar standards
free trials
multi-language
Node.js
PHP
Python
.NET
Java
Go

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EVERY SINGLE
THING !!!!11
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unsplash.com/photos/yttMVKZqllo

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What do developers want?
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What do businesses want?
What do developers want?

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What businesses want
• Survival - must stay in business
• Development - increase growth,
profitability, attract talent
• Relationships - get to know
customers and staff
• Recognition - build a brand
• Higher Purpose - a mission
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https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
Survival
Brand
Mission
Development
Relationships
Hierarchy of Needs

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Current Models
• AAARRRP
• Orbit
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AAARRRP Strategy Framework
A wareness
A cquisition
A ctivation
R etention
R eferral
R evenue
P roduct
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leggetter.co.uk/aaarrrp wikipedia.org/wiki/Purchase_funnel

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Orbit Model
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github.com/orbit-love/orbit-model

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Hardest
Problem in
Developer
Relations
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Metrics

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Hardest
Problem in
Developer
Relations
Correct
Metrics
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Hardest
Problem in
Developer
Relations
Correct
Business Metrics
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Hardest
Problem in
Developer
Relations
Currently-Correct
Business Metrics
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DevRel metrics
• Website(s) analytics
• Blog readership
• Github Stars
• YouTube views
• Social Media followers
• Number of event attendees
• T-shirts given / Badges scanned
• Number of white papers published
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Business metrics
• Financial
• revenue, profit, ROI
• Internal
• culture, productivity, engagement
• External
• satisfaction, retention, MAU
• Esteem
• branding, social good, policies
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Business-Driven
Developer Metrics
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Business-driven Developer…
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Open Source,
Ambassadors programme
APIs & Docs
SDKs, libraries,
low/no-code
Integrations,
Events & Communities
Brand Recognition
Coverage
Usage
Partnerships &
Interactions
Initiatives & Metrics

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Takeaways
• Measure everything
• Prioritise the right things
• define usage
• prefer pull to push
• “Speak” business
• Bring back findings
• Experiment, learn, rinse, repeat
• External & Internal
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Breaking things
https://twitter.com/FTisiot/status/
1463791675059449863
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THANK
YOU!
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21SRPYAD
vonage.dev/join
developer.vonage.com
paul.ardeleanu@vonage.com twitter.com/pardel

30. New York
JULY
Australia
SEPTEMBER
Singapore
APRIL
Helsinki & North
MARCH
Paris
DECEMBER
London
OCTOBER
Jakarta
FEBRUARY
Hong Kong
AUGUST
JUNE
India
MAY
Check out our API Conferences here
50+ events since 2012, 14 countries, 2,000+ speakers, 50,000+ attendees,
300k+ online community
Want to talk at one of our conferences?
Apply to speak here