Presentation from Audra Eng, Vice President of Product Management at Atlassian for the Headshift Australasia Social Business Summit. 25th March, 2010

1. Social Media Success
Building a Campaign that works
Audra Eng
25 March 2010

2. The Challenge
• How do we grow in a recession?
• What do we invest in to win?

3. The Plan
• Scale marketing to grow our megaphone
• Invest in development for 2010 takeoff
• Monitor progress & results

4. Atlassian Stimulus Package
5 user
$5
5 days
Spread by
word-of-mouth Goal: $25k
All $$ to
charity

6. 613,399
95,971
9,859
2,329,183

9. 1M+ reached through
Twitter
260k pageviews
Top referrers: Google,
Reddit, Twitter, Facebook

10. Results
o $100,395 raised ($12M value)
o 13,130 licenses
o 6,762 customers
o 180 transactions/hr
o Day per hour, month per day

12. Message Hook

13. Online news blogs

14. Written Media

15. Social Media

16. HR/Recruitment Blogs

17. Recruiting Results
• 350% increase in applications
• 55+ countries, 40% hired from abroad
• Hired 32 people in 6 months

18. How to win with
Social Media
• Set your BHAG
• Spread your simple message virally
• Have a hook, provide value
• Get your whole company involved
• Monitor results