From Black Hole to Beacon: Atlassian's Journey with InGo’s Social Advocacy

Client Profile: Atlassian

About the Client: Atlassian is a leading software company dedicated to advancing humanity through the power of software. Their mission is to help unleash the potential of every team, supporting diverse industries from medicine and space travel to disaster response and pizza deliveries.

Role Overview: Dori Burnett, The Senior Event Marketing Manager at Atlassian is responsible for driving qualified registrations and quality content views for the company's proprietary events and event content. The team is deeply involved in crafting strategies to maximize event engagement and outreach.

Challenge

Key Challenges: Prior to using InGo, Atlassian did not have a formal referral marketing process. Their approach relied heavily on ad hoc requests, hoping that speakers, sponsors, community leaders, and partners would create posts and be proactive. The Atlassian team also made posts and informally asked VIPs to share their event participation on social media, but this method was full of friction and was ineffective. As a result, it was difficult for the event marketing team to track and measure the impact of social promotions The absence of measurable data on referral marketing meant social was “a black hole,” at odds with their marketing motto to “leave no campaign unmeasured.”

Impact: This lack of tracking and measurable data left Atlassian in the dark about the true reach and effectiveness of their social media promotions. Without insights into how their network was advocating for their events, they couldn’t optimize or improve their strategies effectively.

Solution

Implementation Strategy: Enter Ingo. Atlassian implemented InGo’s social advocacy technology to fill this gap on? Atlassian Team 24?their premier teamwork conference of the year. The process started with a detailed assessment of their needs, followed by a strategic rollout of InGo’s tools over three months.

Technology Utilized: InGo’s features, such as personalized social media invitations, automated sharing tools, and engagement analytics, were key to addressing Atlassian’s challenges. These tools enabled them to engage their network more effectively and track the impact of their social advocacy efforts.

Customization: The solution was customized to integrate seamlessly with Atlassian’s existing systems, ensuring a smooth user experience for both the internal team and their external advocates.

Results

Quantitative Results:

• 643 posts from 569 unique people
• Those 643 posts led to 5,701 referral clicks?
• 1.4 referral clicks per participant (4,203 participants in InGo)
• CPC was only $1.23, greatly outperforming industry average CPC channels.

Qualitative Results: The ease of use for end-users, including speakers, registrants, Atlassian Community members, and employees, was a major benefit. This simplicity allowed their champions to effectively spread the word about events, reaching audiences that would have otherwise been inaccessible.

• Measurable savings in time for both the Atlassian Event Marketing Team in creating the assets and the customers' time and convenience in sharing them.
• Savings on resources needed to create shareable assets and the ability to optimize these assets based on customer usage and engagement.

Before and After: Comparative data showed a marked improvement in key metrics, highlighting the effectiveness of InGo’s technology in transforming Atlassian’s social advocacy efforts.

Client Perspective

InGo has tied together Atlassian's values, foundation, and incentive programs, making sharing beneficial for everyone involved. This alignment has not only boosted registrations but also enhanced engagement and retention both pre- and post-event. The ability to measure the impact of social sharing on LinkedIn and other networks has provided invaluable insights, outperforming traditional paid marketing channels in cost-per-click metrics.

Client Testimonials

“InGo transformed our approach to attendee engagement. The increase in registrations and social media buzz was phenomenal!” – Senior Event Marketing Manager, Atlassian

“Our team loves how easy it is for the end-user. It’s made it simple to ask our speakers, registrants, Atlassian Community, and employees to share about our events. On top of being easy to use, it allows our champions to spread the word to their network, providing a trusted reference for our events to a group of people we otherwise likely couldn’t reach.” – Senior Event Marketing Manager, Atlassian

Client to Client Advice

“Definitely consider investing in an incentive program for those who use InGo - your event registrants likely will share about your event if you can catch their eye with an offer. Bonus points if the incentive ties into their values and care abouts.”