From crisis to confidence: how Athena keeps brands cool when the heat is on
With Sprinklr’s real-time insights and proactive monitoring, Athena empowers brands to navigate crises, amplify engagement and make data-driven decisions with confidence.
Today’s brands are swimming in an unprecedented sea of noise. With over a billion social media posts flooding the internet daily and major events triggering millions of mentions within hours, managing a brand’s reputation has never been tougher. Yet brands need to cut through all of this to identify potential risks, detect early signs of a crisis and seize opportunities to engage.
That’s just what we do at Athena Global Advisors. We partner with some of the world’s most recognizable brands, helping marketing, PR, and communications stakeholders understand what moves the needle, so they can steer the public conversation and respond effectively when the stakes are highest.
Managing a brand’s reputation has never been tougher. Yet brands need to cut through the noise to identify potential risks, detect early signs of a crisis and seize opportunities to engage.”
Many of our clients sponsor or host high-profile events, and it is mission-critical that their significant investments result in positive brand perception. With our expertise leveraging Sprinklr’s unified consumer intelligence solution, our clients can amplify engagement in real time and respond to crises faster.
Since adopting Sprinklr, we’ve expanded our reporting scope fivefold, now covering not only brand topics but also competitor and industry trends. We’re monitoring over 850 topics in real time, and our average alert time has dropped by 72%, enabling clients to address potential issues proactively and mitigate risks effectively.
Sprinklr even boosts our efficiency. With streamlined workflows and comprehensive dashboards, we provide 24/7 insights with less effort, so clients can manage social noise with precision and ease.
Mitigating brand risk with proactive crisis detection
At Athena, protecting our clients’ brand integrity, optimizing engagement and acting quickly when a crisis arises is our highest priority. We want our clients to stay calm when the heat is on, so we rely on Sprinklr Insights to deliver the comprehensive, actionable insights they need.
Sprinklr fits seamlessly into our digital monitoring strategy, which we customize for every client. We know each client has a unique set of priorities; using Sprinklr’s robust categorization capabilities and AI-powered insights, we define and rank topics from high-priority issues that demand immediate action to lower-level items that might only need periodic reporting. For some clients, this means tracking more than 500 priorities, so it’s valuable to have a platform that helps us sift through millions of posts and extract key insights that shape their strategic narratives.
Even after a decade in this industry, I’m still amazed at how many people share their opinions online and the range of niche topics that gain traction. Sprinklr allows us to quickly identify these conversations, add context and escalate emerging issues to the right teams within our clients’ organizations, be it PR, security or customer service.
Together, we make sure critical events are met with rapid responses, protecting our clients from reputational damage.
Safeguarding high-profile events with real-time insights
Our services are especially beneficial during major sporting, streaming, or live events, where brand perception can shift instantly. Whether we’re monitoring athlete behavior, capturing record-breaking viewership and positive fan interactions, or vetting hosts and keynote speakers, our insights help clients understand what’s resonating, identify any potential hiccups that could turn south, and ensure they're ready to act fast and correctly.
Earlier this year, we provided in-depth, around-the-clock services for a global sporting event sponsor. These services involved monitoring potential risks to the brand, including athlete controversies and concerns about content quality. With on-demand insights and instant alerts, we provided detailed oversight of developments so the sponsor could maximize the benefits of their sponsorship while navigating the intense public spotlight.
In our partnerships, real-time monitoring is a hallmark of our service. We use Sprinklr to flag emerging issues in less than 10 minutes. In rapidly evolving situations, this can make all the difference in empowering PR teams to tackle problems before they escalate.
Real-time insights enable brands to turn challenges into opportunities."
Real-time insights also enable brands to turn challenges into opportunities. During an unprecedented blackout during the Super Bowl — one of the biggest global advertising opportunities — Oreo released an amazingly relevant tweet, a perfect example of how preparedness and agility can lead to lasting brand engagement.
Leveraging broad reporting scope for better business decisions
Beyond mitigating crises, using Sprinklr helps our clients make more strategic business decisions. Clients can track various metrics and performance indicators across social media, industry and competitor benchmarks, news outlets, and review sites. They drill into data beyond surface-level engagement, enabling them to evaluate their performance and see where they stand relative to competitors.
We also use Sprinklr to capture campaigns' full digital footprint, creating comprehensive 360° reports that explain social perception alongside paid, organic, and digital customer service channels. This holistic view demonstrates how their campaigns perform across all channels, giving clients the information they need to fine-tune messaging and pivot quickly based on feedback, allowing us to focus campaign resources where they make the biggest impact. We also use Sprinklr’s reporting tools to quantify customer concerns, providing actionable insights to mitigate any negative effects on brand perception.
Enhancing how we protect our clients' brands
From broadening our reporting scope to dramatically reducing our average alert time, Sprinklr supports our social media intelligence practice.
The depth of Sprinklr’s social listening and analysis tools gives us an unparalleled level of detail that would be nearly impossible to achieve otherwise."
The depth of Sprinklr’s social listening and analysis tools gives us an unparalleled level of detail that would be nearly impossible to achieve otherwise. By managing the immense volume of data needed for real-time insights, Sprinklr allows us to concentrate on strategic tasks that matter most to Athena's clients.
In partnering with Sprinklr, we help brands bring their vision to life. They’re no longer drowning in a sea of noise; they’re confidently afloat, steering clear of risks, and on course for sustained success.
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