Developer Communications - Google
Based on the products, services, and programs the Google Developers platform provides, it is clear that its core business line is applications and software development. However, it provides tools such as Google Ads that power the marketing and advertising lines of other businesses. Overall, the developer platform provides a wide array of solutions and tools designed to cater to different business lines, especially in the technology and marketing spaces. Visuals of taglines / messages are included in the attached Google Document.
Communicating to the Developer Community
- Google speaks to its developer community using various channels, with its website — Google Developers acting like the primary platform for communicating with its developers. The site features key products and services information, including examples of its most recent news articles.
- Other primary channels for communicating with developers include its blog, events, and publishing blog platforms like Medium. Its website blog focuses on the most recent news, updates, and different stories for developers. The events page shares information about upcoming events, while on the Google Developers Medium blog, it offers three news categories, namely Google Cloud Platform, Actions on Google, Firebase, and The Google Developer Blog.
- Google also leverages social media channels to connect with its developer community, especially — Facebook, Twitter, & YouTube. On Facebook, Google Developers has 246,889 followers and 187,666 likes. On Twitter, it has 2.3 million followers and on YouTube, 2.09 million subscribers.
- The tech giant also relies on the Google Talk application and its 'Community Leads Platform' to connect with its diverse developer communities.
- Within the events category, Google uses various forms of communication including hackathons, workshops, live technical sessions, question & answer sessions with experts, Firebase Live, and Web.dev Live.
Core Value Propositions
- Google Developer's core value proposition to users is providing them with a suite of free developer tools to enable them build anything. Some of these tools include, Android, Firebase, maps platform, Google assistant, YouTube, Google Analytics, web, etc. Its product's value propositions focus on three themes, 'Develop, Grow, and Earn.'
- The value proposition prevalent within the 'develop' product category reaffirms the idea that its nine free tools — Android , Cloud, Firebase , Flutter, Google Assistant, Maps Platform, TensorFlow , Web, and YouTube can help developers build anything, including high-quality apps, faster, and reliably.
- The platforms value proposition within the 'grow' category tells developers that the wide range of developer tools like Firebase , Google Ads, Google Analytics, Google Play, Search, and Web Push & Notification APIs can empower them to expand and retain an active user base.
- Likewise, within the 'earn' products category, Google Developers' value proposition includes the provision of free tools, which developers leverage to make more money via monetization, engaging ads, and in-app purchases. The tools to leverage include AdMob, Google Ads API, Google Pay, Google Play Billing, and Interactive Media Ads.
- Google Developers' other critical value proposition stems from its Google's developer community programs designed to allow developers to connect with other developers in their localities, draw inspiration from other colleagues, gather insights from industry speakers, solve complex problems together, and acquire new skills through in-person training sessions and workshops.
- The platform also promises developers a broad selection of different events, including on-demand events tackling different topics and providing training and learning opportunities. Examples include Google Cloud Next ’20: On Air (from July 14 – September 8) and Cloud Study Jam (from July 15 – September 10).
Key Messages & Taglines
- A thorough X-ray search throughout the Google Developers website and blogs, including Google Developers Medium, did not find messaging directly focused on the fintech sector. Outcomes of the in-depth searches indicate that the Google Developers platform speaks to developers in general; for example, its tagline — "Build anything with Google" seems to focus on the developer community in general.
- However, the platform runs numerous developer community programs, of which none seemed to focus on the fintech sector. Analyses of its accelerator programs show that the platform offers tools to develop startups in various sectors, including fintech, but does not feature any messaging focused exclusively on the fintech audience.
- In this regard, it is assumed that the general messaging provided across the Google Developers website speaks on behalf of all developers in all industries, including fintech. Therefore, the primary message Google Developers shares with its audience is that with the tools the platform offers them, they are empowered to build many items, including high performance applications for Android, etc. The general tagline for Google Developers is 'Build anything, with Google.'
- Within the products categories, i.e., 'Develop, Grow, and Earn,' Google Developers share different messaging and taglines with the audience. For instance, in the 'Develop' category, Google Developers uses the tagline — "Build high-quality apps faster." The messaging behind this tagline is that Google Developers has assembled every tool a developer needs to build applications; therefore, it is also sharing the values of urgency and reliability.
- Likewise, in the 'Grow' category, the tagline shared reads, "Grow and retain an active user base," while the messaging revolves around getting developers to increase app discovery and engage the appropriate audience at the right time to keep them coming back.
- In the 'Earn' category, Google Developer tagline reads "Tap into tools to make more money." The messaging driving this tagline focuses on ways developers can use the many Google tools to make money and offers suggestions such as using "engaging ads, in-app purchases, and gathering user-driven insights inform a monetization strategy.
- Within the community programs, Google Developers' message to the audience encourages them to explore using the tagline — "discover, network, develop, and join a developer community today." The platform simply encourages many developers to be part of a bigger developer program focused on specific or multiple business lines. Visuals of taglines / messages are included in the attached Google Document.
Developer Portal Strategy or Separate Arms/programs
- Google Developers runs separate programs, including Google Developer Groups and Google Developers Experts for professionals. These groups focus on developers of all skill sets, levels, and interests.
- The platform also runs numerous Entrepreneurs Accelerator programs to help startups build and scale competitive products by matching them with the best Google developers. The accelerator program serves global audiences and includes programs in Brazil, Canada, Africa, etc.
- Google Developers also runs 'Developer Student Clubs' that help students to narrow the gap between theory and practice. These clubs are predominantly university-based community groups for students seeking more knowledge in Google developer technologies. Example clubs are located in Ghana, Indonesia, and Uganda.
- The platform also runs a women-based group dubbed, 'Google’s Women Techmakers program' designed to offer "visibility, community, and resources for women in technology." Through events and leadership programs, the women-only group has managed to bring together 70,000 members, reached 325 communities, has 87 advocates, and has participated in 245 events.
- The Google Developers platform has not clearly defined its business lines; however, from a broader perspective, it serves both individual clients and businesses. Its primary business lines include providing technological services, products, and programs; therefore, its core business line is applications and software development.
- Google Developers provides tools, solutions, and programs that serve various businesses lines. Consider the ‘grow’ products’ category designed to serve the marketing business line through Google Analytic, Google Play, Google Ads, Search, Firebase, etc.
- It also offers the ‘Google My Business API that enabled businesses to show up when users search for that particular business on Google Search and Maps. The API allows businesses to manage multiple locations and provide engagement features to connect with consumers 24/7.
- Likewise, the platform serves the startups acceleration business line since it also offers a global accelerator program for startups in various industries including fintech.