so welcome everyone to the last session of drupal call or almost the last one they still the closing session thank you for choosing this one I’ll try to make it worth your while so for this session I would like to talk to you about drupalcon trips commercial horizon and about API integrations and and about gooeys and about clickers and about business models and about conference budgets like a whole lot of different things and if I counts all of the possible constituencies I think there’s four so there’s a lot of different audiences to cater to as I wanted to just do a raise of hands like who here is here because of community like who here is organizing community events and is looking for more sponsorships ok few who here is from a Drupal agency looking for more work who here is looking for who here has an API and it’s like a SAS owner ok q so some overlap which is fun and then who here is a sign builder looking to learn more about third-party integrations and stuff ok so that’s a lot of different hats daunting task and I’ve done my best to compile something that caters a bit to everybody if there are specific questions just ask me at the end and yeah so I’d like to start with the problem you see because I think we have kind of a problem in the Drupal community and it’s this problem we when there’s fundraising efforts happening it’s always the same people giving money and it’s never really end users or very few end users that are contributing to our community initiatives it’s like the for a few notable exceptions the d8 rules fundraising effort which was one of the biggest fundraising efforts for a code writing initiative was mostly funded by developers basically one developer giving money to another developer which is kind of weird and then there were like there were a few LSD members large-scale drupal members that gave the big bucks but most of the money i think still came from the community and it’s kind of yeah i don’t know it feels wrong right because I think Drupal is a lot like air water and the climate it’s a public good and as a public good it has a freeloader problem that a lot of people are benefiting from it but not necessarily contributing to it and and it’s a little bit risky because as a result it’s possible that you get a lack of funding in a sea of value like a lot of people are getting an enormous amount of value out of a good and there’s not enough to keep maintaining it and that’s very risky now I don’t really like gloom talking I don’t like punishing people i don’t like zero-sum thinking so you know I think that’s ultimately even if people are not contributing back that probably should be okay I think we just need to find better incentives and we need to find other people that have an incentive for contributing so that we can keep everything running without having to do draconian things like I don’t know dual licensing Drupal or something like that so because but but it’s still it opens up a really interesting question because no matter how big the value that you’re providing if you can’t create a differential i know and i’ll explain that in a moment it’s going to be financially irrelevant and like this part is still the community parts the part for API integrations sorry I don’t want to make you feel uncomfortable that’s coming later it’s getting better but so we need to find out ways that we can create a difference between what you just get and then well like a way to make people pay for for the surfaces that they’re getting in Drupal itself that won’t really work there’s been some efforts there was even a talk at this conference about products and features and about how how we could build Bay paying products just like the WordPress community has done to like you know API

stores and all that kind of stuff and there’s been a lot of discussion about that a lot of heated discussion because a lot of people don’t you like the idea but I don’t think I don’t think we even need to go there I think there’s better ways because WordPress has already put a bottom price to that market like WordPress is the biggest right WordPress has what now fifty percent of the CMS web or not is it’s an insane amount of of installs and and they’ve built this whole AP at this whole apps ecosystem like with vertically integrated apps I don’t think that Drupal should try to compete against that I think that there’s better ways for us like that we were in a different niche and so I don’t believe that that is true potential because Drupal is like Lego Drupal is a bunch of AP is that you puzzle together to build whatever you want and exactly what you want and Drupal is a kind of like a graphical interface in front of a bunch of AP is and that opens up a whole bunch of different perspectives and ideas and possibilities so I don’t think that we should try to be the app store I think that there’s a there’s other ways to generate value for our community so but then the solution so how can we capture more value how can we grow our community and make our community more valuable to more people I think one really interesting place where we could do that is a API integrations now for almost four ever well not forever like 10 years that I’ve been running my consultancy I was thinking about ways that I could build a product like you know passive income that whole story I’m sure a lot of others here and the audience are thinking in similar directions so it was always kind of like trying to figure out and and then like you know got you go through the list of all the open source business models that are there and there’s this one at the bottom there like API integrations that always struck a chord to me because it felt like really elegant where you give away something valuable to the community that becomes a sort of carrier a window through which it becomes easier to offer your services to that community and a sort of a plugin plugin service into the community I always stop I had to build that myself but maybe we don’t have to maybe we can help others that already have built a successful API and successful SAS application to extend their product to find their way into a bigger market help them become more successful and give them an avenue to give back to a community that gives back to them so it’s I don’t think that we need to I don’t believe in just Stelling people you have to and you know why don’t you do your part like this well don’t ask what your country can do for you ask what you can do for your country stuff to some extent that’s true but I don’t think I don’t really believe in that I don’t think that’s the best way of playing things it’s it you know I try to be in alturas I enjoy being with alterous but you can’t force-feed all tourism that’s something that has to come from inside so how can we make Drupal more valuable so like you know the multi-layered I hope you appreciate their what a lot of thought into the multi-layered Drupal cake so how can we like if you don’t look at products and features like but you look just at contrib I think we’ve been overlooking this for for forever actually because like the traditional chain value chain in Drupal is a customer pays money to a company or a consultant a consultant gives money to the community to keep things going and there’s this linear flow where you know some of the value is creamed off and then hopefully some ends up back in the community but if you if you do it this way there could be like an alternative flow where there’s mutual beneficial pneus where API companies and SAS companies could benefit from our community because they already know how to make money they already have a product they’re ready all in most cases some cases they don’t but in most cases they’ve already figured out like you know how to make people pay for their services and just they haven’t fully reached their potential yet because they haven’t found the Drupal markets which is by the way like now a million sites

or something it’s huge it’s a really big potential and there’s actually already 3,000 third-party integrations like I was really surprised when I first went looking for that like not all of them are our for API companies or SAS providers but there’s a really big amount there’s one for what is it Watson’s IBM’s artificial intelligence service they have a lot of downloads like 70,000 or I don’t know that there’s quite quite some successful third-party integrations already in the community so but why aren’t they contributing more and I think here we come back to the to the picture that I showed in the beginning of the waterfall the damn like the the value is already flowing there’s no there’s no extra benefit that they’re getting from from interacting with the community because people just use the module they built the module themselves like some consultant does it for a customer and then a bunch of people just use it and in a lot of cases as companies don’t even know that they’re being used inside of Drupal and and I think that’s something that we need to change because code is just part of the equation code is actually a tiny fraction of the equation because for the most part if we want to make API companies and SAS companies successful in our community we have to help them with adoption now i’m not advocating for hardcore marketing and sales because i don’t think that works not in a community but there’s other ways to do community friendly promotion and to show people that these are the organizations that are contributing to our community so maybe we should give our business to them rather to somebody else who is not maintaining their modules who is not paying for their integration who doesn’t care about the Drupal community and and I think that we need to put those companies that are contributing to to our community better in the spotlight and we need to help them we need to guide them towards more business because they need guidance because in a lot of cases they don’t really understand the Drupal community like try to explain pre note to anybody from outside of the community a bunch of crazy people and spandex is doing sauce and it’s just one of the quirky things that we have and there’s a lot more more crazy things that we do so like 11 of the surest ways to waste your money is to send a bunch of salespeople to an expensive booth at drupalcon that’s like you know over unless your product is really really fine-tuned and you’ve got great marketing that’s just going to be a waste and that’s what that’s really expensive like you have the wages like write a whole week long the flight tickets the hotel the food etc etc is that then the booth that’s 10,000 15,000 for the smallest package and then you’re like one or two people so we need we need to help them and there’s a term for that it’s called develop developer evangelism I don’t know who had heard about developer evangelism before I know you did okay so every like one third one fort it’s it’s um it’s kind of like marketing don’t tell them it’s kind of like sales definitely don’t tell them it’s also a good like engineering it’s kind of somewhere in between those three things it’s all of them and none of them and depending on what business their insights developer evangelists will be doing different their job in a slightly different way but it’s always it always comes back to the same principles and like I’ve tried to get like to reduce the amounts like these these come from this book so if you’re if you want to learn more about developer evangelism this is a book that you can just order and it’s quite comprehensive if you don’t have the money you don’t you can even just read it online which is nice and or if you don’t want to wait for the delivery from Lulu but it’s it’s very interesting how how much this resonates with the way I know that or I’ve seen that things work in the Drupal community so first of all you remove brands so this is not about selling your product well it is but it is so if you’re if

you’re just openly going to be promoting and just like buy my product like nobody’s going to buy well know some people a little bit you’re going to alienate the community and nobody nobody will want to play with you and we’re with you so you need to you need to find this very interesting balance where you’re not playing a zero-sum game you are trying to build a bigger cake together with the other players in the community and and that’s very different that’s most most marketing and sales don’t doesn’t work like that most of the time marketing and sales is a zero-sum game it’s like us or the competition and there’s a limited amount of customers and we need to capture we need to get them all and so with developer evangelism is different and that it’s softer and it resonates better with community and community principles and so and what does the developer evangelist normally do they all do blog posts they’ll do sessions they’ll do talks they’ll do cool stuff together with other people in the community they all do tweets be part of bus campaigns that’s the book again there’s a whole community for these people there’s even events for them defar alcone is a really nice one I was in London at Def welcome I could make it to San Francisco but there’s going to be another one coming up in London again and there’s a slack channel if you want to join that just send me a message and I can send you an invite there’s there’s Facebook groups so there’s there’s a whole like you know it’s a different type of job with with its own community now so far you know the problem one solution I want to talk a little bit more about the opportunity because I think and this this ties in really nicely with what dress was talking about in his keynote I think that like I’m a site builder I’m not a developer I got into drupal because I was able to leverage the configurations and the interfaces to do really complicated things without having to write code and that was amazing and I think that this is one of the key characteristics of Drupal and dress actually confirmed that that sign builders and people that do stuff in the UI are our biggest constituency there they’re the ones that we we should be building Drupal for and currently Drupal is kind of like a GUI in front of a bunch of internal ap is and then some external API is through through third-party integrations I believe that we could make Drupal even more of a GUI for even more api’s and I we could actively pursue web AP eyes and like artificial intelligence services and a bunch of other stuff to give them an opportunity to interact with a market and with their audience through through the Drupal interface and I think that if we do this right there’s a really really big opportunity because api’s are growing like crazy right now there’s lots of reasons some of the biggest ones are that there’s a deconstruction of the value chain so like Amazon where each department has its own api’s to interact with the other departments this is happening everywhere like you every single fortune 500 company is working on an api program today and I think Drupal could get a part of that by and that’s a big x and we could actually provide a lot of value for them another part another really important reason is that artificial intelligence is rising and you can’t run your own artificial intelligence service for your tiny little audience that just doesn’t work you can’t train a photo recognition AI on your own data if you only have 100 pictures you need like global pictures like pictures from everybody to be able to do that so being able to plug in into a specialized artificial intelligence is another area where there’s a lot of growth potential where we could do some really amazing things as a community so I think and drupal really is well positioned for that I think Drupal could become a GUI for the API web and but even even if you don’t look that far even today there’s some really interesting things that we can do for AP is now people who have AP is and from SAS companies this is your queue so we’ve been doing we’ve been doing a few integration modules for different

companies and like what I want to do is to show some examples of what we’ve done and how we’ve done it and what the benefits were of that so well one is a complex i’ll contact sale is an API it’s a restful api that sits in front of email line boxes so what it does it makes it simple to query an email inbox so if your developer that’s really awesome because you can just write a query and no matter what inbox is on the other ends it just gets data out and but it’s like if you’re not a developer you’re out of luck so what we’ve done is we’ve built a module for them it’s called contacts I o-obviously and what it does it uses feeds Fitzhugh I to query mailboxes and it’s kind of kind of handy cool thing was that we won the app challenge from contacts i/o with this module they even gave us a lot of money for that because because they believed in the value of like a prototyping tool like a tool that clickers people that that don’t write code we’d be able to use to experience their API and to do stuff with it and it’s really powerful for prototyping we’ve actually been approached by companies that wanted to use it to test out how they could use how do you could build an extension of their product that got data out of the email inboxes of their customers you know there’s I think it’s really cool module there’s not too much downloads yet so we have some more work to do on the developer evangelist inside it might also be that this is more for consumer apps and maybe that space is a little bit harder but but Bob this is one example where where you basically can build a GUI that makes it easier to prototype against an API another example is a Brightcove Brightcove is a video hosting company to my knowledge there the only there’s they are the only company the only video hosting company that that actually sponsors their module that actually why I was going to say cares about our module but roll the others also care but they’re the only company that actively supports the community like here the keynote that was recorded and streamed live by Brightcove as a sponsor I never been doing this for years and so they really get this like interacting with the community but they get more out of it than just exposure to a really important audience for them because like you know we’re the websites we built a lot of them use video and could use Brightcove they they’ve also been working on making their api’s so that you could use drupal as a front end for their AP is and then cool thing is that then you can really like first thing is that you can then just upload your video right in the interface so if you if you want to upload a video for a blog post you just do it inside of Drupal which is kind of cool but it also allows you to heavily customized the DUI so that you can build custom workflows or at your own metadata and it all gets synced back to Brightcove but Drupal is the front end for that so we’ve we’ve done that in Drupal like they’re also the first video module to have a Drupal 8 module and so yeah there I think that’s that’s pretty cool but just to kind of blow like this this idea blue when I when we first started talking about it you could imagine using Brightcove plus clarify which is a captioning tool + lingotek which is not a bright spot in our community like lingotek they’ve been doing developer evangelism really well they’re on pretty much every drupalcamp there’s they’re almost always a sponsor and I think they’ve been benefiting from that very well in the community but if you would combine these three services and like well the connection with lingotek isn’t done yet but then you you could just upload a video get it captioned automatically get the captions translated automatically and just have multilingual video like out of the box and that’s awesome right and and the cool thing is that yeah you do that through Drupal which becomes sort of system integration interface between these different services so yeah also like this has been very sick very good for Brightcove therefore tripled since

2013 they tripled their installs so people like this is an enterprise video hosting come video hosting so it’s not you know for a small blog there’s where there’s no business like you wouldn’t use bright go if you probably would speak youtube or something but so they normally have the higher end customers that that require high availability and the ability to put ads in and all of that stuff but they’ve tripled their install base in in the last few years so this is actually working for them another example and here and I think it’s interesting because it’s I don’t know if you do you know the term whole product have you heard of that it’s something that comes from I think it’s from lean wait what is it from crossing the chasm that book maybe few if you have read it this is concepts that’s when you build a new product you might put a product on the market but in most cases that’s not the whole product it’s kind of like like a crea a crear needs drupal shops to customize the sites so that they can be hosted and they’ll they don’t provide the whole product they don’t provide all the services for you to be successful you need all these different players to be successful so in a purchase case Apogee is an API management company and for a few years now they’ve been using Drupal as the basis for their developer portal funny enough like they have a few hundreds developer portals in some of the largest companies worldwide and that are built in Drupal so and and they use that so that their customers could customize the experience the developer experience that developers have when they go and get their API keys and they learn about how an API works etc etc so now their developer portal used to be like something that you couldn’t just get unless you were a customer or you know you were starting to explore working with them but yesterday I got an email that they’ll be working with us to open source their developer portal and to to bring their modules to Drupal 8 and 2 normally and then to basically to do that in the open so that this becomes part of Drupal ecosystem because they’re already using Drupal they’re already part of the community some extent but not really integrated in it and I think like I’ve been convincing them so my has been that it’s not enough Wow okay having you module in Drupal and using Drupal is great but they’re not getting the full value of Drupal because they’re not getting a market value there’s you know lots and lots of people that are building a p is that are looking for API solutions key management etc etc inside of Drupal that they could be reaching with their product and and they’re already have one leg up because they’re already in Drupal and so and yeah so that’s that’s something that’s coming last category a category you don’t necessarily have to start with building an integration this is something that we’ve done for a few API companies where basically we start with a blog post to validate if there is a demand for an integration I’m still and due to start maybe find allies that might be interested in an integration so I text is a PDF library in Java and like okay I know PDF Java a lot of you are like but PDF is still really big and like the founder of I text or stocking with them yet this really interesting way of pronouncing it where he said you know I PDF is dead long live PDF and what it means where that is that PDF is kind of like a digital envelope to put content in and and like to ship contents to like to even provides shippable forms like a lot of really interesting things that you can’t really do in another way also for long-term storage like governments are using PDF to package like all the only all the tools and the latter types and whatever so that in 20 years 30 years those digital objects will still be accessible so did yeah just to say that PDF is still very important now one thing that we’ve been looking at is like could we find a market in the Drupal community for something like Apache Solr but for pdfs

where there’s a demon that generates pdfs that you interact with through an API from your drupal site and there is like a java demon that then generates the PDF files you could make accessible PDF that way so like for government and so on i think it could be very interesting but the verdict is still out we’re still running the experiment so we’ve done a few blog posts about that I did that one with my son as his work yeah and and we’ve also done something similar for by sink I think is a an identity synchronization company so they’re big in small and medium-sized companies like mostly small companies that I want to synchronize account data between different systems so you have your site and you want to get the contact details into google contact or something or into mailchimp or something like that also that is still the verdict is still out now these were all examples from our company but there’s a few other brides well okay I don’t want to trump my own horn had too much but there’s other companies that are doing similar stuff and think shouts OH on I would like to shout out for a two because they’ve been doing the mailchimp integration and they’ve they’ve actually done this long-standing partnership with them to get them more involved in the community goal gorilla has done the same with Yost I’ll really like the way that they’ve been engaging them and like bringing them into the community having them at events making a helping them be a good sponsor at events so there’s there’s a few other bright spots but very few other companies have taking this approach and that’s why I wanted to do this talk about it that like when you build a module like okay what happens most of the time is that consultant has a customer they request a module they need some sort of integration most cases that’s where it ends some cases they might send an email to the company for whom they did to integration like hey we did your integration don’t you want to pay for it and that’s about it but like the discussion is completely about code there’s no promotion there’s no adoption or or sales or marketing or like you know any efforts to actually help them be successful are never mentioned and you know I understand because it’s it’s expensive and it’s hard like writing blog posts yeah we have now a technical writer team in a company but that takes a lot of effort and it’s it’s expensive also and so like if you’re a smaller company if this is not your core focus you can’t afford doing that so we we’ve been thinking about like how could we get how could we make it easier for other consultancies to when they make an integration module to help bring those api companies more into the community so how can we help SAS companies to be more successful in the community and this is why we are like we’re still working on it but we are launching a new initiative that we call the api alliance any ideas that we would basically become sponsors for events but not with one company not with our company but with a group of companies and we would go to like well it’s a short day so if you’re an api company and you have a drupal integration and you would like to be at a drupal developer days in milan in two months contact me but to make it cheaper for api companies to be at developer events so to cut those costs of sending your own people got those costs of being a sponsor guts those costs off of you know marketing materials and all of that stuff that normally that can mount up to a lot of money to make it really inexpensive to go to events and to also have people and events that are developers like in first place that probably will be our developers but it in long run I imagine that we could maybe have you know people that have been volunteering time to write a certain modules maybe even students or or whatever that we that response her to come to Drupal come on the budgets that we get from these api companies meanwhile reducing the total cost of having someone at a booth who actually knows what they’re talking about and like splitting the cost between a few different providers and and and then also like being able to buy a really expensive booth or like one of the bigger boots like we are now thinking

about trying to get a platinum booth at the deaf days still a bit shaky because it’s it’s short term but while we’re working on that now and other things that we’re thinking or we’re working on together with drupal association I’ve been talking about doing a click at all in Dublin which is a hackathon for clickers for people that do stuff in a GUI where site builders would be able to build business applications just by combining a bunch of AP ice and like you know the modules and doing cool stuff an API clinic could be something that we could do where you could go with problems about integrations that you have or if you have specific questions kind of like all these things that make it that provide value to to sponsors or to API companies so that they can be more successful have a bigger reach be more visible while spending not crazy amounts of money and yeah so and everybody benefits because the events get more money developers have a reason to ask for for a contribution and yeah and the community can grow and we can get more more features into duple and have a bigger broader expanded product another thing I’m thinking about this clicker come clicker con is a is something that I’ve been brooding on for a while and yeah I haven’t bitten the bullet yet but someday I’ll do that and which is basically an event for site builders like a no code event drupal uncoded is how we thinking about calling it so now and that’s a this tapi lines if you’re interested in this stuff if you’re a developer who would like to you know be part of this initiative if you’re an API company who would like to hear more about how this works and be like getting emails when we’re going to do a booth at some place or generally interested in this sign up this is a newsletter will like we we’re also working on a white paper about a drupal market like so what is the market opportunity of Drupal like how big is it who’s who’s working who’s who is already in there and and what can you get out of it and how can you interact with the community like all of this stuff all of this knowledge that is kind of obvious for us but really really alien for marketeers that are trying to get into the community so like making a and that’s going to be good for us because they’ll know how to interact with us in a way that is community friendly and they’ll they’ll learn how to help contribute to the community so that it’s not a zero-sum game because I’ve been I get quite a lot of emails from companies about like hey don’t you want to use your product and normally that doesn’t really work I like like same weights with ahem yeah I like seeing community engagement and involvement so learn key learning points from the stock API integrations are I think a really big growth opportunity I think we can we can grow our community and grow the value that we provide to the people in our community and to do to the API companies that are trying to interact with us drupal could be a great GUI for the API web you need more than codes to be successful it’s kind of obvious but a lot of people don’t think that far like most of the time is just like throw your code over the hedge and that’s it and but I think a really important one is that Drupal is a really valuable market and what I mean where that is like currently if you look at the CMS markets Drupal and WordPress are in the lead and like normally any markets like normally there’s always do opolis there’s like normally to market leaders like one really big one WordPress is becoming that and then another one that that’s also really big now both of them are catering to different cases and and but I think that’s for the foreseeable future I think that those two are going to be the leads off of the CMS market and that’s a huge market and it’s also and I didn’t talk about that here because time is kind of limited but I think that it’s also a really good way to get your product into the market or because we are a community of consultants that are all over the world and we’re everywhere we are often in a lot of different companies some of someone in the Drupal community has contact with every single multinational like several people have and so there’s a Drupal could be a very good vehicle for introducing products into the market

and for driving growth traditionally developer evangelist look more at developer languages like PHP and they’ll they’ll build a PHP HCK or something that I think that for a certain class of AP is Drupal could be a better vehicle for getting into the market and that’s my talk thank you very much who has questions yeah probably oh yeah I can I can repeat your question yeah I’ll do it for you hopefully we can we can do that next time yeah like we’d gladly do that yeah we talked a bit about it I think would be great yeah good other people more questions I know it’s late we’re all kind of like hangover from too many hangovers yeah yeah commerce background store shoes in kahless’s player speculative issues that surfaces that can use facebook what’s easiest in spreading yeah payment gateways one of the big opportunity to build these parts capitalizations sort of building that boys partner got your Drupal services on those deals well I think the key is there that we need to show how big the opportunity is because in a lot of cases yeah people don’t really know how to express that so I think that they’re like a joint marketing resource could be very valuable so this that’s something we’re working on and and its your right the the e-commerce I know that commercialize did a lot of third-party integrations they they they also did a interesting thing where I think they have like an affiliate sales deal with those integrations so which is different so there are there’s possibilities to do that kind of stuff you don’t just have to ask money for for the integration okay other questions yeah so the question was how do you convince API providers to put money in an integration it’s hard I think so far well it’s like with all all forms of sales this is a sales question right like how do you how do you convince the other of the value of what you’re trying to offer so you need to make the case you need to to show the like what we’re doing like the I text and by sink we we basically did a test a tester and we just we’ve done this also for data for building a data CCMS that we we create a blog post we have a questionnaire on it and then we just measure how many people sign up that’s one thing you could do but then yeah you need to get in front of enough people with that so maybe maybe you need to do something more involved maybe the API lines could do that it’s like would you be interested in in service XYZ if it would have a provider like you know maybe that could be that’s a good idea actually but it’s it’s a sales question that was yesterday I that’s a pretty big market yeah and

that’s really weird I’d Salesforce’s such a weird case like they have so much potential value in Drupal and they don’t have yeah I don’t think that they’re contributing to that which is really weird I might see some of them two weeks o Allah no but it yeah some of these companies are just really hard to get into and I like some of them are like you know like Google and YouTube why why should we like everybody’s already making integrations so why should we spend money on you it’s a little bit hard other questions okay then thank you very much um was a pleasure

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