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Filtering by Category: Events & Conferences

Join me at the Small Business Summit in NYC

John Federico

I'm really happy to invite you to join me at the Seventh Annual Small Business Summit on Tuesday, March 6th, in New York City.

The Summit is NY's premier event for small business owners, entrepreneurs and business professionals looking to network (500+ attendees), learn from experts, meet with exhibitors and win great prizes.

At the Summit you'll...

  • Learn how Orabrush used creativity and low cost video to boost sales of their tongue cleaners.
  • Hear from Dell how the power of online software can help you grow your business.
  • Listen how Bonobos' customer service ninja works to please customers and sell more pants!
  • Enjoy the luncheon keynote by John "ColderICE" Lawson that will have you laughing, crying - and inspired
  • Listen to Scott Hintz, Founder of Tripit, share his success in building and selling two businesses - powerful lessons for EVERY business owner
  • Learn form a sales guru about her secrets to getting the customer to say YES!
  • Enjoy breakfast, lunch and LOTS MORE...

Tickets are $149 until Feb 24th, then they go to $199 - BUT I've got a special deal for you.

Read More

QR Codes Provide Quick and Easy Access to Facebook Likes On-The-Go

John Federico

Recently, Optify shared some research inferring that social signals (Facebook "Likes") correlate with search engine results. Given this fact, it's a no wonder that so many web sites and businesses are asking you to hit the Like button.

I advised a client that he could use a number of incentives to get people to Like his Facebook page, including using a Like as an entry in a drawing. He took the advice and decided to giveaway an iPad to people who like his page.

What he didn't tell me was that he wanted people to Like his page and perform the giveaway at a professional conference made up of less-than-tech-savvy attendees.

This was a bit of challenge. Access to social networks are, by design, very personal. Most people engage with them on their computers or smartphones - neither of which would be on-hand by many folks at this event.

The fallback method I suggested for acquiring Likes and entering people into the drawing was SMS. Simply send a text to


with the text 

like yourpagenamehere

The only problem with this approach was the name of the page. Instead of being something quick and easy to type like he had chosen a long, search engine-friendly version such as

It's enough of a challenge to get someone to opt-in so the last thing you want is for him to feel foolish when he can't type the long name on his flip phone or his touchscreen smartphone.

The solution - which I didn't deduce until after the fact - is a QR code. Yes, there still aren't too many people who have QR code scanners installed on their phones either, but it does solve the text-entry challenge.

Read More

Video Rig Updated to include FujiFilm Finepix HS10

John Federico

Click to EnlargeI love my Kodak Zi8 just a little bit more than my Zi6 for one simple reason: the audio input jack.

It helps create a simple, lightweight video rig for interviews that I like to get at conferences and events. Using my Zoom H4 portable audio recorder as an audio mixer, I can connect a couple of mics using the XLR jacks and connect them directly to the Zi8 using a standard 1/8" stereo jack.

Click to Enlarge 

The only downside to this setup is the width of the shot - in close quarters it's too tight, requiring me to occupy lots of precious space on exhibit hall floors.

I've tried to counter this with the addition of a wide-angle lens adapter. While it does indeed widen the shot, items on the outer edges can be blurred which makes your interview subject look terrible.

For example, check out this video of FanFeedr Chief Revenue Officer, Ben Lar Marca being interviewed by Craig Calder:

Read More

Event: Using Social Media to Promote Your Blog or Web Site, September 22

John Federico

I've been invited to participate in an upcoming event produced by Professionals in Media. If you can join us in Berkeley Heights, New Jersey please come! Information is below.

If you're unable to attend, fear not - I'll be streaming the event live. You'll be able to listen at the URL below beginning at (or around) 7 PM:

Here's the official announcement from PIM:

You are planning on building a web site or blog. Maybe, you already have one. Either way, drawing traffic equals good business. Tuesday, September 22, at 7 p.m., Professionals In Media (PIM) presents a seminar Using Social Media to Promote Your Blog or Web Site. This event will be held at Summit Medical Group, 1 Diamond Hill Road, Berkeley Heights, Room C-100 in the Education Center of Lawrence Pavilion.

Allan Hoffman, Michael Shapiro, and John Federico are the panelists for an informative evening on using social media sites such as Twitter, LinkedIn, and Facebook to promote your blog or web site.

Allan Hoffman is the CEO and founder of Hoffman is a writer and editor whose work has appeared in Newsday, P.O.V., Rutgers Magazine, The MotherHood, Wired News, Worth, Yahoo Internet Life, and many other newspapers, magazines, and literary publications. He is the personal technology columnist for the Star-Ledger. Hoffman has been interviewed about technology topics on various television and radio programs, including NBC’s "Early Today," C-SPAN’s "Washington Journal," CNNfn, and NPR’s "All Things Considered."

Michael M. Shapiro, chief executive officer and editor of, the State of New Jersey’s all-online hyperlocal daily newspaper, is an attorney with degrees from Stanford Law School and Rutgers College, Rutgers University. He first made headlines as one of the youngest people to run for public office in New Jersey when at age 21, he ran for Mayor of New Brunswick.

John Federico is an accomplished marketing, communications and business development executive and founder of the web site He offers 15 years of experience in marketing communications and business development with passionate expertise in digital media.

Admission is a $10 donation per person. Light refreshments will be served. Seating is limited; reservations are strongly suggested. Contact Jacqueline Herships at 973-763-7555 or or Michele C. Hollow at For directions, please visit

How to Create Great Media at Conferences and Events

John Federico

Conferences and other events can be great opportunities to connect with thought leaders in your industry and create buzz around your attendance while you're there.

One way to do this is to capture audio and video interviews with influentials while you're there and post them in your blog, web site, podcast or on YouTube and other sites that share and distribute digital media. However, you shouldn't just show up with a microphone or camera and hope that people will stop by to be interviewed.

After producing dozens of events like this, I thought it would be helpful to share some of my successes and failures. This guide just scratches the surface, but I hope you find it a good primer. 

Get a Booth

A "booth" or exhibit space is typically 10' x 10' but if you're just planning to record interviews, it doesn't have to be that large - just enough for two tall chairs ("bar stool" height) and your microphones and cameras. In fact, you don't even have to get a standalone exhibit space. Many conferences will offer small, "pre-built" conference booths that are comingled with other small companies - all you have to do is show up.

With that said, be clear about your goals: If you are using the interviews as a means to generate interest in your booth so that you can engage prospects for your product or service, be sure to spring for the 10' x 10' space (or larger, if you can afford it).

Why take any space at all? Simple: Presence. You want people to see your brand and what you're discussing while there and hopefully attract audience, potential interview candidates and prospects for your business (if applicable).

Regardless of the size of your space, spend the money to produce some good graphics that you can use consistently. A "banner stand" is a good tool for this. They are cheap and can function as a good backdrop for photos and video. If you need larger graphics, you can purchase multiple banner stands that, when next to each other, create the illusion of a large, nearly seamless background.

I've used Skyline's "Exalt" system to great effect.


"Exalt is the ultimate banner stand. It features a slender base, bold fabric graphics and converts from linear to curved with the simple flick of levers. A single unit with soft case weighs only about 12 lbs. (6 kg)."

As you can see, the panels can be used together as a backdrop for a 10' x 10' booth or individually, if you design them with that in mind.

Broadcast Live

Delivering the interview as a podcast or as an embedded on-demand video is great, but people respond well to the concept of "real-time." It creates a sense of urgency to your interview request and presents the interview to the "real-time web". There are a number of services that enable you to do this cheaply or for free. For video, you can use, Kyte, Qik and others. For audio, you can use TalkShoe or a Shoutcast server.

Keep in mind, you've just increased your costs dramatically. An ethernet connection at a conference can cost thousands of dollars. Even a standard telephone line can cost a few hundred dollars (and that may not even include toll charges). However, it can be well worth the expense if you plan ahead and secure good guests.

When you're done broadcasting, you can package everything up for podcast delivery at a later time. Be sure that you are able to download the audio or video from the broadcasting service that you're using as you may want to syndicate it using your existing podcast feed, if you have one. Also stay away from services that may make ridiculous claims of ownership to your content. It's your hard work, don't give up ownership to anyone unless it's advantageous to both parties.

Schedule Interviews in Advance

See if you can find out in advance who will be attending the conference or event. Reach out to everyone in your network using email and all your social media tools (twitter, facebook, friendfeed, etc.).

Another way is to contact the event organizer and ask for an attendee list. Many will be reluctant to share this list, but it will help your cause if you explain to the organizer what you'll be doing and ask ONLY for names and titles - not contact information. This diminishes any appearance of impropriety on your part and you can always find a way to reach these folks once you have the list. Of course, it will really help if you get a booth or exhibit space. (see above)

Next, prepare your target guest list. Who would make an all-star line-up for your series of interviews? Reach out to every potential guest in your network and on the attendee list, but also see who might be in their respective networks. Reaching out by telephone is the most personal method but if you're pressed for time, email will work.

Prepare an email to be sent to potential guests but be sure to address each one individually and personalize it before you send it. Nothing says "I'm trawling for guests," like an impersonal mass email.

NOTE: Keep egos in mind here.There may be people whom you may use as a conduit to reach your ultimate interview target that may be insulted that you didn't ask them to participate. Tread lightly.


Let your guests know upfront that you'll be asking them to sign a release to allow you to use the content as you see fit. Unless you're a media company, you won't likely be generating revenue directly from these recordings but you should still be sure that you have the right to use them in a reasonable manner. You can find a release online, but you may want to have your attorney review it before using it.

Post Your Schedule Online

As soon as you secure your first couple of guests, post your interview schedule online - ideally, on your blog. (You are blogging, right?) Post the link to the schedule on twitter, bookmark it in, digg it, etc. Re-post it to twitter each time you make a change to the schedule. When you add or reschedule a guest, be sure to mention the guests name in your tweet - your guest will enjoy the exposure and it will be a good attractor for you and your efforts. If you have a booth #, be sure to include wherever you can as it will likely be listed in the program guide that attendees receive when they arrive at the event.

I like to post these types of things in the FaceBook Events application and invite everyone in my network to attend. Even if they don't RSVP, you will have at least had an opportunity to expose them to what you're doing. If it's a professional event, you can do the same thing in LinkedIn.

For an added lift in exposure, list each guest interview as a separate event. People might not be interested in every guest that you've scheduled, but one of your guests may entice them to tune in to your live broadcast from their desks or stop by your booth to hear them speak. The only challenge with this is that guests reschedule or sometimes cancel and you'll have to update your FaceBook Events. Only you can decide if you want to do this or if you have the capacity to coordinate all of it.

This is a good time to touch on the subject of logistics: Regardless of your goals for the event, don't ever work alone. At a minimum, you should have someone ensuring that your gear is functioning properly and that guests are arriving on time. It also doesn't hurt to have a third person walking the show floor and grab guests for open slots or invite attendees to come listen.

Post Your Schedule at the Event

Posting your schedule isn't just show prep - it's an ongoing effort throughout the event, especially as your guests reschedule or don't show (see below). At a minimum, have a dry-erase board with your interview schedule for all to see. If you can, create a self-running, looping presentation using Apple Keynote or Microsoft PowerPoint with your schedule. In addition to the schedule, you can post pictures of your guests, their bios and their affiliation.

A word on scheduling:

Guess what? You're going to have guests that don't show up. They may have forgotten, they may have had business to attend to or they may have been snagged for an interview with a major media outlet. Don't take it personally. It happens to everyone.

However, here are some tips to ensure that your guests show up:

  • Have their email addresses handy
    Most business people carry BlackBerries or iPhones and will be checking their email at the event. Send them an email one hour before their scheduled appearance.
  • Get their cell phone numbers
    I like to text my guests and hour before their scheduled appearance, then again fifteen minutes before. If they aren't there five minutes before they're scheduled, call them.  At that point, you've done all you can. If they don't show, take a break and get a snack.

Be Loud

Your interviews will only be interesting to passers by if they can hear them. Bring a small PA system with you so that you and your guests can be heard across the aisle of the exhibit hall floor. Any louder than that and you might raise the ire of the adjacent exhibitors.

I've used the Califone PresentationPro 300 PLUS with great success. Placing it on the floor and in front of you helps prevent feeding back or echoes in your recording.

Go for Groups

If one guest is good, three may be better - especially if some of them are known to be opinionated and vocal. If you have the space and appropriate gear, invite three guests to participate in a panel discussion with you as the host/moderator.

Again, this increases costs dramatically. You'll need to have headsets and microphones for each of them and if you're shooting video, you may need to widen your shot or even add a second camera. That said, three experts discussing a subject which they find themselves passionate about can make for a great draw of crowds - and great media to distribute later.

Allow Questions

If you're able, reserve a microphone at the event for the audience to ask questions. It makes it much more engaging to passers-by knowing that they can initiate a dialogue with your experts and can help keep the conversation flowing. If you're using a live streaming application, be sure to activate the chat room so that people tuning in can ask questions from afar.

Encourage inquisitors to state their name, title and affiliation. A little self-promotion always greases the proverbial wheels.

Give Away Something Cool

Yeah, drawings and giveaways are standard fare at conferences and events but you can use them in conjunction with your media creation efforts to really increase visits to your booth and your live stream. Selection of the giveaway is dependent on your budget and what your company produces in its core business. Since you're producing digital media, you can give away something digital media-related - an iPod or iPhone is always a great gadget to get people excited. Regardless of what you select, the process should be the same:


  • Tell everyone that you're going to give it away during one of the live broadcasts/recordings and that one of your guests will perform the deed.
  • Give away two of them - one for the folks participating in your live stream and one for the folks at the event.
  • Provide a mechanism for people to enter the drawing. Email works for the online participants and of course, a good ol' business card will work for the folks at the event. You can also get a badge scanner that has the ability to select a random winner designed for just these sorts of things.
  • Produce a large sign announcing the giveaway and have it perpetually visible at your booth.
  • Post a similar message in all your online event listings.
  • Always give it away on the last day of the conference. Do it randomly so that people have an incentive to stop by the booth or listen online throughout the last day.


Do you have any other tips? Post them in the comments.

Who's going to BlogWell next week?

John Federico

I will be attending BlogWell next week (Tuesday, October 28th) with the inimitable John C. Havens (co-author of the forthcoming book, "Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand" with Shel Holtz).

If you're going to the conference or if you'll be in the SF area and want to hook up, drop a line. I'm gadgetboy on twitter or you can send email to jaf AT newrules DAWT COM.

On Digital Media #74 - LIVE - Thursday, October 16th at 9 PM

John Federico


Join the ODM crew for a LIVE episode of On Digital Media this Thursday evening at 9 PM on BlogTalkRadio.

Our guests this week are:

Kip Voytek, SVP, IconNicholson

...and James Andrews, VP, Director of Interactive, Ketchum

The call-in number is (347) 633-9501 or you can send in questions ahead of time to comments AT odmcast DOT com.

Hear This: On Digital Media, Episode #64: Where does the box go?

John Federico

The latest episode of On Digital Media has been posted. Show notes and audio can be found here.

Subscribe in iTunes here.

[tags]John Federico, Ken Gellman, Chia-Lin Simmons, Steve Hatch, Wine, Digital Media, On Digital Media, Downloads, Audio, Music, iTunes, Retail, eCommerce, NewsCorp, Microsoft, Circuit City, Blockbuster, Vudu, Home Theater, Twitter, Pownce, AlertThingy, FriendFeed, SocialThing, Advertising, Business Models, Amazon Tax, Sales Tax, Mail Order, Catalogs, AOL, Apple TV, TiVo, Cable TV, Platform A, Mike Troiano, Conversational Marketing Conference, John Battelle, Venture Capital, Investments, Twinkle, Location based services, Mobile, Wireless, twitterific, Google, Podcamp NYC, Podcast, Yahoo, MatchMine, Apple, iPhone, Media, Acquisitions, Alexander Blu, Jobs, Careers, Career Development, Events[/tags]

Hear This: On Digital Media, Episode #62 - Mobile 2.0 Smackdown: iPhone vs. Android

John Federico

The latest episode of On Digital Media has been posted. Show notes and audio can be found here.

Subscribe in iTunes here.

[tags]John Federico, Ken Gellman, Chia-Lin Simmons, Steve Hatch, Wine, Digital Media, On Digital Media, Podcast, Yahoo, Open Social, Facebook, MatchMine, SXSW, Google, Android, Apple, iPhone, Media, Audible, Amazon, Flash, Silverlight, Java, J2ME, Acquisitions, Alexander Blu, Jobs, Careers, Career Development, Jeff Pulver, SoMBAA, Events[/tags]

Notes from the Business of APIs Conference

John Federico

These are pretty much my raw notes from the Business of API's Conference held on March 17th at the Yale Club in NYC. Send any corrections my way via email or in the comments.



Jeremy Zawodny, Yahoo! Developer Network

Yahoo! Developer Network founded in February 2005

Initially focused on Search API's

Why did YouTube Succeed?

  • Free

  • Made one simple thing easy

  • Viral

  • Branding

How does Jeremy define Openness?

  • Open API's

  • Open Content

  • Open Communication

  • Open Platform

  • Open Standards

  • Open Source


Open API's
Open Content
RSS, etc.
MyYahoo benefited from this a great deal
Open Communication
Open Hack Day
Open Platform
Open API's and Search Results
Open Standards
Open Source

Why Open Up? Why API's?
(Pac-Man slide)
The yellow slice is "the internet"
The rest is usually "your company, your business, your developers"

"In the battle of you (or your company) vs. the internet, the internet always wins...eventually."
For the same reason that YouTube didn't charge to upload, host or transcode your video

Why would any smart business knowingly limit itself to a small subset of the available resouces - be they people, time attention, ideas or customers?

(more pac-man)

  • Yahoo API's

  • Answers

  • Finance

  • HotJobs

  • Local

  • Mail

  • Maps

  • Search/Advertising

  • shopping

  • Travel

  • Fire Eagle

  • Utilities

  • Delicious

  • upcoming

  • flickr

  • messenger

  • widgets

  • live


  • RSS

  • JSON

  • Serialized PHP

  • XML

Yahoo Buzz
Taking community input and letting people determine what is popular or interesting. Content from Yahoo Buzz actually gets placed on the Yahoo Home Page. Companies featured there have had one of their highest traffic days.

Q: What are some of the dangers of challenges of doing this?
A: Uncertainty. You never know if people will like what you're doing. Access: "People may just take their data and go somewhere else."

Q: What are the business models behind the API's?
A: General syndication - make it easy for people embed your stuff to create awareness and traffic.
Utilitarian - encourages people to come back to see what else yahoo has to offer (advertising, apps, etc.)
Lead generation for paid services
Search Marketing - the more they open the business, the easier it is for people to create tools to help place and monitor ads. (That's why eBay opened their API.)

Panel Discussion

How do you choose what to open up in the first place?

Nathan Freitas, Cruxy

Cruxy is a digital marketplace for items - any item, any price. Engine powers all types of commerce including virtual goods. They take 10%.
Video computing engine using a utility model (a la EC2).
They want to power companies of all sizes.
Reselling Amazon S3 services. AWS sells 10 cents for CPU services, Cruxy charges 13 cents.

Eric Rafer, Lookery


Lookery had put out a rudimentary ad network on Facebook. Microsoft funs their ad operations for 1.5 cents per thousand.

Tracking is available via API. Business is split between customers who want to work with them just for data and those who want the ad network. They're actually selling data to other ad networks via the API.
Global API, but it's relatively personalized. For instance, if you're an auto-related site, you'll see general demographics plus auto-related data. Lookery doesn't get much downstream data from ad response like the behavioral targeting networks. 25 cents per thousand for access to the data.

Oren Michels, Mashery
Smaller customers recognize that general growth distribution is important to their businesses. Offering stuff on their own web sites is a bonus.

Large companies are evolving - usually an early adopter in the organization will test the theory of open API's and may generally open certain API's if proven successful.

Potential Bad Outcomes: Everyone might use it! They actually had it crush their infrastructure due to underestimated demand. Customers will expand the API's based on feedback. Ultimately what's released is a combination of what you thought developers might use and requested additions.

Tracking and scaling api usage- what are the differences

Scott: machines and humans behave differently. In the past, we've blocked bots and crawlers. An API invites those people in on a controlled basis. You can begin to track the traffic and value of your partners web sites.

Nathan: Half of our API's are built for machines. The other half are for humans (widgets, etc.)

Oren: They originally opend the API for people to put a search box on their web sites. What they actually wanted was to send millions of concurrent requests so they could generate pages for AdSense. Classic API is around control. Mashery has a control panel (a la Google AdWords). Created an API to update the behavior of the dashboard.

Cruxy: Russian hackers found a workaround to display videos. 60 terabytes later, they discovered that the system really scales. ;)

MyBlogLog requires a link back in order to license the API.

Scott: People who understand what value traffic to their web site is worth will embrace this model. If you can't make money to your own traffic, bringing more people isn't going to help.

Oren: Is your business model baked into your API? Ads, traffic, etc. Google monetizes attention, others monetize in different ways (commerce, etc.)

Nathan: Will monetize and change the API based on future demand and enhancements (Silverlight, HD, etc.)

Q: Are there free trial API's and what have the success models been?

Mashery has a free trial API. Thousands of trials turn to hundreds and create the best leads. If you open up API's and something gets build on it, you can sit down and create a deal structure that works for both companies. Generally working with Biz Dev folks.

Q: How do companies find out about your API services?

Nathan: have to invest yourself in the developer community (barcamp, etc.) and invest in kits for various frameworks (.net, etc.)

Q: What size business are paying for API services?

Oren: mostly larger developers/companies.

Q: In a successful API release, how many people would be involved in the process?

Scott: It depends on what it does.

(Scott also runs on Amazon.)

Biz Dev, Product, Ops, Development (99% sales and biz dev after production.)

Oren: usually a small team that understands the value of the build.

Nathan: Everything is the API - that's product. How it's interfaced with the public is sales/biz dev.

Chris Phenner, SVP, Business Development, thumbplay

thumbplay is largest off-deck mobile content provider in the U.S.. Billing events directly appear on consumers wireless bills.

"Like the bank teller about to introduce the ATM that will replace me..."

For two years spent a lot of time doing classic biz dev. Working with Mashery for the past 6 months. ended year of just shy of 40 partners live and driving subscribers. Two weekends ago they pushed live their developer program - in 15 days they signed up 40 partners.

Provides a means for developers to help themselves and let's biz dev get out of the way.

Happiness is..

Instant Gratification

Gratification is...
Requiring only one email to start.

Flexbility is...
Offering tools for all partner types

1000 new subscribers a day @ $10/month

Feedback is...
Constantly changing content/services...

Availability is...
Partners cannot live by URL alone...

  • A sense of voice and presence

  • A team at-the-ready to respond

  • A means to reach out - in all forms

Competition is...

Shared best practices and success stories

  • Who did what with which tools?

  • What drives the best conversion?

  • What financial outcomes accrue?

Q: Do you still do manual biz dev deals or do you push people into the automated process?
A: Sure, if the opportunity is worthwhile.

Q: What sort of radical changes did you need to make to internal processes to prepare for the API?

Q: Can you manage retention and churn using the API?
A: New Metric: How many API calls does it take to get a subscriber?

David Cancel, co-founder and former CTO, (now with Lookery)
First Mashery customer

Founded in 2000
Clickstream data
License data from ISP's, ASP's and their own panel and mash it up

Detailed data example:

My Yahoo users are less loyal than iGoogle users

Weren't making use of much of the collected data. What could they do with it?

Benchmark data for U.S. sites from panelists released for free - creating massive growth.

"If you want to get people to come to your web site, free data is a great way."

Launched an API in 2007 through Mashery, driving more traffic. (NOTE: And credibility.) Didn't earn money directly from the API, but opened up a ton of new verticals with new clients. Also happened with core vertical clients.

The API was a large factor in the acquisition of by TNS. Looking to expand beyond the U.S.

Oren Michels, CEO, Mashery
Managing your API

Quote on slide: "What is an API? Biz Dev 2.0!" --Caterina Fake

  • Security

  • Metrics

  • Scalability

API's can push to web sites, widgets, third-party platforms and desktop applications.

"The web site is the front door of your business, the API is your loading dock."

How do you manage the next 1000 partners?

Self-select, self-serve, self-manage.

Quote on slide: "Twitter API has 10x the traffic of the web site." -- Biz Stone

Mashery: Proxy for your API: API Management, API Metrics, API Distribution

Dave McClure, 500 Hats
Successful Developer Programs

Ran the PayPal Developer Network.

All about the geeks.

A geek is a cool smart person. A nerd is an uncool smart person.

7 Habits of highly successful developer programs

  • Who's your Audience?

  • Who are you trying to reach?

  • indies
    small cos
  • What makes them tick?

  • What problems do they have?

  • Are there geeks who are already solving your customers problems?

  • If so, find and recruit them to your cause
    If not...better find some fast.

Your Product Better Be Cool

  • To get Geeks behind your product, it better be Cool

  • cool = new, innovative, useful, latest tech
  • If it ain't cool, MAKE it cool

  • Provide code examples; Find developers who are already solving the problem; see if they'll use your tools. If not, back to the drawing board.
  • Your number 1 job is to help geeks make money or become famous (either one works)

Your Team = More Geeks

Q1: Are you a geek?
If yes, good. Now go find some more
If not, stop. Do not pass go. Do not collect $200

Hire EXTROVERTED geeks (tough)
Bloggers / Writers
IRC / Wiki / Forum Addicts
Hang out at Conferences & Draw a Crowd
Enjoy writing code samples and helping others

Recruit Geek Advisory Board with Target Expertise
Target Languages / Platforms
customer Veticals
already successful / making money / well-known

Geek Metrics
Have some
Make sure they're aligned with real world business goals
# of new customers
# of downloads
# of active developers
# of transactions
$ revenue from API's

Tip: Make sure your (non-geek) bos / business unit signs off on your metriccs & goals

The API Biz Model should be your Biz Model
Bake your business model into your API
no free rides (unless your produdct is free)

Education: It's the Only Thing

  • To win, you must Educate (product mktg)

  • To Educate, you must speak (blog)

  • To speak, you must do/show (code examples)

Tip: DO NOT require registration or login to educate. EVER.
Perhaps require reg to make money, get fame but only if absolutely necessary

early beta programs = virtue
NDA's & Legal Docs = sin

Marketing: Sell the Geeks, Not You

What do Geeks crave?

  • Respect (always)

  • Attention (sometimes)

  • Money (sometimes)

  • If you help them = BFF

Sell your best geeks, other will follow

  • Product directory of third party apps

  • Preferred developer pgoram

  • Affiliate / incentives for your geeks

  • Send them a steady stream of customers

  • Geeks rule the earth

  • A developer program is like a loyalty program

Media and the Open API

Nielsen syndicates data through an API. Business models will vary - some will include embedded advertising.

Sandor Marik, CondeNet

Securing rights to distribute content is becoming easier, making API's more attractive. Syndicated content is still their brand.

Ty Ahmad-Taylor, MTV Networks

"The content trickle back to your site is short-sighted."

"The brand of the channel is not as relevant to the audience as the content."

APIs and Corporate Strategy
Lauren Cooney, Program Director, Info 2.0 Community, IBM
David Boloker, CTO, Emerging Technologies Group

IBM is using the term Info 2.0 to describe their process for turning all your data into XML feeds, mashing them up and delivering them to the needy folks in your organization.

The whole thing is controlled by "MashupHub".

Follow the Money

Brad Burnham, Union Square Ventures
Chris Fralic, First Round Capital
David S. Rose, Rose Tech Ventures

David: "What's your API strategy? If don't have one, you're probably not a company that we want to take a look at."

Brad: "It's been rumored that twitter built their API first, then built their service on top of it. It requires a lot of forethought."

Chris Fralic: We ask, "why aren't you using services like Amazon's S3? Sometimes, they have good reasons not to but if they say, 'What's that?' we get concerned." "Chris Phenner is the business development executive of the future."

Brad: "Joshua Frachter started delicious for $300K. He had 30K users when they met him, 60K users when they closed the round and a million users by the time Yahoo came around."

David: "Scalability is what VC's are looking for. And what better way to scale than to plug into everyone and everything out there and leverage that connectivity?"

Brad: "We often look for young companies that are aggregating assets - usually data - from a variety of sources and ways and producing something where the sum is greater than the whole of it's parts."

Chris: "The one way to help break Google's lock on search is to open it up to the world to figure out how to make it better."

Brad: "Looking for a company that has a native revenue model, not one that comes from elsewhere."

Platforms and the Next Generation
Steve Fisher,'s Platform

Will do $1B in business this year.

Steve is focused on native apps as well as those that integrate via API's.

Delivering apps on-demand on their own platform is very resource-intensive. APIs help to add value while reducing the overhead.

In our company we can only do so much, but we know that there will be a huge number of companies that will

"We'd like to provide the underlying infrastructure for that."

[tags]Business of APIs Conference, APICON, Yale Club, Jeremy Zawodny, Chris Phenner, Thumbplay, API, Software, Web Services,, Steve Fisher, Chris Fralic, First Round Capital, Brad Burnham, Union Square Ventures, David Rose, Rose Technology Ventures, AngelSoft, Angel Investors, Dave McClure, 500 Hats, Mashery, Oren Michels, David Cancel, Lookery,, Yahoo, Yahoo Buzz, Nathan Freitas, Cruxy, Eric Rafer, MyBlogLog, Developers, Developer Programs, Business Development, Venture Capital, MTV Networks, Condenet, Nielsen Business Media[/tags]

Hear This: On Digital Media, Episode #60: Yes, Steve. Blu-Ray is dead.

John Federico

The latest episode of On Digital Media has been posted. Show notes and audio can be found here.

Subscribe in iTunes here.

[tags]Online Advertising, Advertising, John Federico, Ken Gellman, Chia-Lin Simmons, Steve Hatch, Wine, Digital Media, On Digital Media, Podcast, TV, Television, Nielsen, Podcasting, Digital Audio, VOD, Blu-Ray, Apple, iPhone, Microsoft Exchange, John Battelle, IAB, Interactive Advertising Bureau, Research, iTunes, Music Retailers, Music, Wal-Mart, Audience Measurement, Metrics, PRX, Public Radio Exchange, NetFlix, Earnings, AT&T Wireless, AT&T, Audible, Amazon, Random House, Audiobooks, Downloads, Media, Google, Spring VON Conference, VON, Acquisitions, Alexander Blu, iTunes, Microsoft, Yahoo, MicroHoo, Jobs, Careers, Career Development[/tags]

Hear This: On Digital Media, Episode #51: Open to being Social

John Federico

On Digital Media #51 has been posted for your listening pleasure.

Get it here.

In this episode John Federico, Chia-Lin Simmons and Steve Hatch chat about:

  • Steve has upgraded his blog from Moveable Type to Wordpress. (Finally).

  • Chia-Lin successfully moderated her first panel discusion at Digital Hollywood, Steve attended the SOA conference and John had the opportunity to speak on New Measurement for New Media at Podcamp Boston. Thanks to Mssrs. Penn and Brogan for a great event and thanks to Jeff Pulver for contributing the space for the event and sponsoring the official cocktail reception on Saturday night.

  • John was a guest lecturer in Heidi Cohen's Class at NYU for her student who are working toward their MS in Direct and Interactive Marketing. Thanks to Heidi for the gracious invitation and to her students for their participation.

  • John will be attending Convergence 2007: The future of Advertising, Communications and Media on December 3rd in NYC. Care to join me?

  • FaceBook is allowing entities (Corporations, Brands, Non-Profits, Podcasts, etc.) to create profiles, just like any individual can. Steve loves it, John and Chia-Lin like it, but we are all somewhat skeptical of its value. Coupled with FaceBook Ads, is it a threat to Google?

  • Seth Godin thinks that FaceBook has a Hotmail problem. We absolutely agree.

  • Google announces the Open Social API's. MySpace and Ning are notable partners who are embracing the technology. Will FaceBook adopt it?

  • Where's my gPhone? Google releases Android and announces thirty-three hardware partners participating in the Open Handset Alliance. Chia-Lin thinks that it's not just a threat to existing handset OS developers and handset manufacturers, but also to the U.S. carriers.

  • What happens if Nokia joins the Alliance and Symbian doesn't? Doh! More importantly, should Apple be looking over its shoulder? A classic ODM-style debate ensues...

  • Writers strike for digital rights. And they should.

Our music is Democracy from Alexander Blu.

Send us email to comments AT odmcast DOT com or call our comment line and leave a message: 775-860-2263.

You can also reach us via Gizmo Project by contacting username ondigitalmedia or by leaving a comment in our blog.

Be sure to stop by to complete our listener survey - we’d really appreciate it.

For partner or sponsor information, contact jaf AT newrules DOT com.

If you weren’t able to download the latest episode, you can always catch it by calling our Podlinez number (818) 688-2754 from any telephone. (Long distance charges or cellular minutes usage may apply. Blah, blah, blah.)

[tags]Online Advertising, Advertising, John Federico, Ken Gellman, Chia-Lin Simmons, Steve Hatch, Google, Android, Mobile Phones, Nokia, Motorola, Open Handset Alliance, Ning, MySpace, Wine, Radiohead, Nokia, FaceBook, Open Social, Digital Media, On Digital Media, Digital Hollywood, Podcamp Boston, Podcamp, Convergence 2007, Microsoft, Podcast, Podcasting, Digital Audio, Downloads, Media, Traditional Media, Big Media, Alexander Blu, DRM, Jobs, Careers, Career Development[/tags]

People I connected with at Podcamp Boston 2

John Federico

Bill Rowland of Philly Food Guys ("Hittin' the streets for underground eats.")

Vikki Ott, Communications Manager at Haley & Aldrich

Beth Kanter, Trainer, Blogger and Consultant

Peter K. O'Connell, audio'connell

Julien Smith

Chef Mark of the ReMARKable Palate

Evan Blaustein, CEO of mimoco, makers of the mimobot (I have a 1 GB pupstar.)

Aaron Gotwalt of verbr

Cliff Ravenscraft of gspn

C.C. Chapman

Chris Brogan

Christopher Penn

John Wall of The M Show and Marketing Over Coffee

Shwen Gwee of the eTech@Work Podcast

Craig Calder, CMO of Mochila

Beth Kanter

Robert Allen and Holli Ehrlich of The Wedding Podcast Network

Doug Haslam of Topaz Partners

Rich Hilliard

Doug Smith of Podango

Jason Van Orden and his lovely wife, Melanie

John Havens of blogtalkradio

Eric Rochow, creator of GardenFork.TV and

David Maister, Consultant and Author (He signed my copy of The Trusted Advisor!)

Martin Leone of the Dyann Bakes video podcast

Greg Narain of Blue Whale Labs

Peggy Miles of Intervox

Todd Cochrane and Jeff Hinz of RawVoice

[tags]Podcamp Boston 2, PB2, People, Conference, Events, Unconference, Podcasting, Social Media[/tags]

Hear This: On Digital Media, Episode #38: The Tangent Show

John Federico

For this episode we invited John Wall of The M Show and Marketing Over Coffee to join John Federico and Steve Hatch over Skype. (Thanks to Doug Kaye and the folks at GigaVox Media for The Levelator. Without it, this show would not have been possible…trust us.)

In this episode, we yammer about:

In Studio 1A we were enjoying good ol’ Coppola Rosso and a 2005 Oak Grove Zinfandel. We have no idea what John Wall was sipping at his location…

Our closing music is Democracy from Alexander Blu.

Send us email to comments AT odmcast DOT com or call our comment line and leave a message: 775-860-2263.

You can also reach us via Gizmo Project by contacting username ondigitalmedia or by leaving a comment in our blog.

Be sure to stop by to complete our listener survey - we’d really appreciate it.

For partner or sponsor information, contact jaf AT newrules DOT com.

If you weren’t able to download the latest episode, you can always catch it by calling our Podlinez number (818) 688-2754 from any telephone. (Long distance charges or cellular minutes usage may apply. Blah, blah, blah.)

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Palm Foleo

John Federico

Palm's Jeff Hawkins unveiled the Foleo today at the D5 conference. Billed as a "Mobile Companion," the Foleo connects to your Palm smartphone and allows you to read and respond to email, view and edit documents and view photos and videos on its "large" 10-inch wide screen. It'll be priced at $499 (after $100 rebate).

I'm not sure how I feel about this concept. I have a 13-inch MacBook which doesn't weigh all that much as far as notebooks go, and provides me with a full computing experience. How often would I carry around ONLY a smartphone and a Foleo?

Here's an idea, Jeff: how about you make a Treo that isn't as heavy nor as thick as my MacBook? Maybe, the size of a Blackberry 8800. Get on that, will ya? Then come talk to me about your "Mobile Companion."

[tags]Palm, Treo, Foleo, AllThingsD, D Conference, D5, Jeff Hawkins, Smartphones[/tags]

New Measurement for New Media

John Federico

My presentation from Podcamp NYC has been posted. You can find it in Keynote and Quicktime formats.

I pulled from earlier presentations, but I'm most happy with this one as I actually felt like I had enough time to present the concepts in their entirety. ;)

Thanks to all who attended - your contributions to the discussion made the whole session work.

I want to introduce this thinking to the Open Metrics Initiative and see if we can't get it integrated.

UPDATE: Martin Leone recorded the presentation using the iSight camera on his MacBook Pro. Thanks, Marty! (Hey - that camera angle almost makes me look tall. Well, almost...)

[tags]Podcamp NYC, AxL, New Media, Audience Measurement, Metrics, Podcasting, Vlogging, Portable Media, Digital Media, On Digital Media, John Federico, Podcasts, Video, Audio, Downloads[/tags]