Caitlin Fitzsimmons Online editor

Caitlin covers social media, marketing and technology and is BRW's social media editor. She has worked as a journalist in Sydney, London and San Francisco, writing for titles including The Guardian and The Australian Financial Review.

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Twitter gives tick to Australian start-up Stackla as technology partner

Published 27 November 2013 16:37, Updated 28 November 2013 09:50

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Twitter gives tick to Australian start-up Stackla as technology partner

Peter Cassidy (left) and Damien Mahoney, co-founders of social media aggregator Stackla.

Twitter has named Australian software start-up Stackla as one of its technology partners.

Twitter named just 20 technology partners from around the world and at least two are from Australia - the other is Melbourne-based iTrended.

Co-founder and chief executive Damien Mahoney says Stackla offers a way to curate social media for publication, similar to Storify but in a more automated way.

“We’re more adept at dealing with larger volumes of content, whereas Storify seems to be about hand-picking content,” Mahoney says. “We charge licence fees, usually campaign-based or annual licence fees. We’re primarily an enterprise product so we don’t offer any free version.”

The Sydney-based company launched about a year ago and has been boot-strapped to date.

Acceleration begins

Mahoney says Stackla has about $1 million in revenue and has been profitable for the past six months.

“We’re looking to accelerate so we’re seeking investment to expand to the UK, where we have a reseller base and have been achieving some success but we’re looking to set up a physical presence in that market early in the new year and similarly in the US,” Mahoney says.

The company’s first customer was SBS with Tour de France and the client list now includes Telstra, Qantas, Fox Sports, News Ltd, Fairfax, Foxtel, Shell, Myer and several city councils and sporting organisations.

Mahoney says the Twitter endorsement was an acknowledgement of the technology and a sign of how seriously Twitter was taking the Australian market.

“In practical terms we’d hope it would let us work more closely with Twitter’s own partners, particularly in the TV space,” he adds.

Global brand agency Jack Morton recently published a white paper predicting Twitter would be a big trend for marketers in 2014.

This story was updated to include mention of iTrended as another Australian technology partner.

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