Friday, May 30th, 2014 | 4 min read
In light of our partnership with Sprinklr, I wanted to elaborate on the specific benefits of using Sprinklr’s social management platform for individual companies, or their brands, and agencies.
Sprinklr’s management platform is the first to truly integrate owned, earned and paid social activity into one environment.
Organic and paid social activity have been on a convergent path for some time.
It makes sense to manage both from within the same platform, but the benefits of Sprinklr go beyond that — combining planning; coordination of collaboration and sign-off; audience, data and targeting management; along with measurement optimization and reporting.
Different aspects of the management platform will appeal to the two main groups that it is designed to help: enterprise businesses managing their own social activity and agencies managing the activity of their client roster.
Businesses using the new Sprinklr platform have reported ad performance increases of over 25% as a result of improved efficiency and automation. This includes the use of integrated brand health benchmarking tools, listening tools and an automated optimization rules engine.
The reality of Facebook is that without paid activity, a brand’s posts will be seen by just a handful of its fans. As Facebook phases out organic reach altogether, the Sprinklr platform will become an indispensable tool for the many brands that are making the transition from a mix of organic content distribution and sporadic campaigns to always-on paid social.
Sprinklr unlocks access to your competitor’s social performance. Users can take advantage of unparalleled real-time brand measurement and competitive reporting to analyze how paid media effects brand metrics versus competitors — then make changes to help you get ahead.
The Sprinklr module uses an Excel-like interface for ad creation, which means the ad ops team doesn’t need to change existing processes. They can also upload their Power Editor spreadsheets, making it easy to give Sprinklr a try.
On top of these benefits, Sprinklr has additional features that will appeal to agencies that are looking to streamline the collaboration and approval process and find ways to get the most out of their client’s budgets. Agencies using Sprinklr can leverage global client data by viewing the performance of all clients and brands and using it to plan future campaigns.
Sprinklr’s sophisticated rules engine allows users to automatically optimize or amplify content based on a flexible set of rules. Allocate extra budget, pause creative and perform many other actions based on an extensive range of variables. Rules are easily created and edited using drop down menus and visual flow charts.
The overriding benefit for switching to Sprinklr is the efficiency gained from having everything in one place. As social media has matured the software required to manage activity and data have proliferated requiring one or more separate tools to manage organic posts, paid activity, measure performance and manipulate data. On social platforms, paid, earned and owned media don’t exist as separate silos — each informs the others, and they combine to create the most effective media strategies.
Sprinklr brings everything under one roof, improving efficiency and bringing value added tools to your fingertips.
About the Author: Simon Mansell is a General Manager at Sprinklr.