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  • Target audience media analysis: software companies


  • When trying to reach, impress and sell to software developers and technical audience, a good understanding of the media ecosystem that shapes their reality becomes important.


  • Research Phase

    Like all customers, the first engagement step is to perform some research about the service and do comparisons. The software developer audience performs this task almost entirely online.

    Credibility Signals

    When comparing products, this audience will make a credibility judgement about the product by:

    • Assessing whether the product is 'alive'

    * How freshly maintained is the product

    * When was the last time an update or change was made

    * How recent is the activity sorrounding the product in online forums

    • Adoption scale

    * How many people and orgnizations have used and are using this product.

    * Number of downloads

    * appstores for closed source

    * npm for open source as an example

    * Number of collaborators

    * reviewers

    * maintainaers

    All of these will be done by assessing the online footprint.

    Media Environment

    The media environment will dictate how you can reach the customers and how much control you may have over their perception of the product

    Top players are:

    • github.com
    • npmjs.com
    • google.com
    * perception can be managed by purchasing ads
    • twitter
    * perception can be managed by purchasing ads

    • stackoverflow
    • youtube
    • crunchbase
    • linked-in
    • facebook

    In order to be succeful, your marketing team needs to consistenly spread and manage your brand on these media.

    Metrics to Focus On

    • The number of collaborations
    • Bigger timespread, so establish a footprint as early as possible. For two sets of similar footprints with equal number of nodes and collbartion items, the one that starts earlier ends up weighing higher, assuming that the freshness factor is the same (i.e. bigger time spread is better).
    • The number of distinct collaborators. Even though collaboration might mean different things on a different platform (i.e. commits on github, posts on facebook, tweets on twitter), the fundamental rule remains the same that 10 collaboration units from 1 person will have less of an effect that 1 collabartion unit from 10 persons, even though the raw number of collaboration units are the same. Therefore attribution is important.


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