Social media management enabled by Sprinklr

Sprinklr provides an enterprise-grade social media management platform and related services. It is designed to help global companies engage across multiple divisions, countries, accounts, and channels.

Specifications
Sprinklr provides an enterprise-grade social media management platform and related services. It is designed to help global companies engage across multiple divisions, countries, accounts, and channels, including Facebook, Twitter, LinkedIn, YouTube, Flickr, Foursquare, Slideshare, blogs, and more.
 
Features include the ability to assign and track workflow and content management, syndication, and suggestion across business units and regions, audience management tools, including influence and engagement scoring, custom profile properties, and tagging. It also provides analytics for specific channels and campaigns, plus operational KPIs built on a flexible reporting engine with over 300 pre-built widgets, and integration with existing enterprise transactional and reporting systems.
 
Cost
Average initial price ranges from $60,000 to $100,000.
 
Ownership
Privately held.
 
User
Heather Read, social media program manager on DuPont's corporate communications team, has been using Sprinklr for about a year and a half. 
 
How do you use it?
Our corporate communications group, which manages DuPont's corporate reputation, and the DuPont Pioneer business unit, which is our agricultural seeds unit, both use Sprinklr. We have about 100 users right now. We have gradually increased use as we have gotten experience and created a methodology for how to use the power of the software.  
 
We use the desktop and mobile app versions of Sprinklr. The mobile app is a real differentiator – it has workflow, queues, and scheduling. I don't know of another vendor that has that much functionality on an app.   
 
Content management and publishing is our primary focus. We have a measurement construct and a URL shortener built in. We use it for planning across our teams so we have a central understanding of what we're talking about on any given day. It's helpful to allow teams to see what other teams are posting and to get contributions from one another.  
 
It really helps with workflow and escalation. There are approximately 20,000 to 25,000 mentions of DuPont on social media channels per month, about 70% of which are on Twitter. All of our Twitter listening is done inside Sprinklr. We're able to layer on our escalation process and have all Twitter posts mentioning DuPont funneled into queues. You can select how you want to categorize queues – you can do it by products, business units, or a number of other methods.  
 
The campaigns feature is how you organize things you talk about, and you can define it based on need. You could set up campaigns for each trade show you do, for corporate positioning, or for each executive if you want. You have to put a lot of thought into how you construct features and options such as this so when you get to measurement you understand what the numbers are saying.  
 
You can categorize into queues and campaigns based on what you're talking about and what you need to measure against. Start with publishing, which is the campaigns piece, because that's the thing you are going to do every day. Listen to the conversations – it doesn't have to be on Twitter only – to know what's being said about your company apart from what you publish. Then you will know if what you're publishing matches with what people are talking about. Between those two facts is where you have to come up with your queues.  
 
As the conversation changes over time your need for certain queues or campaigns will change. You have the ability to keep them as dormant or add new ones. Because queues are about incoming content, when you start to build them, make sure they align with external conversations about you and categorize them in a way that allows you to take actions.  
 
You can also create queues that align to how your internal teams operate. For example, if you have regional teams in the US, Latin America, and Europe, you can parse incoming responses out to regional teams and they'll be responsible for cleaning out those queues.   
 
It's likely that you'll shift and re-engineer your approach within Sprinklr after you have had three or six months of experience with it. You have to listen to the people who are using it to know if it's working for them. If you listen, as your measurement needs evolve, you'll arrive at a better way to construct things like queues.
 
Metrics are customizable, but at the minimum you use the status field on a post that allows you to automatically calculate how quickly you can address and resolve anything that needs to be addressed in a post. Not everything you escalate requires a public response. It may be that someone in the company just needs to read a tweet. Sprinklr allows us to track posts that don't need a response versus posts to which we respond, and to calculate time-to-close or time-to-resolution rates. We can see those by queue or in totality.  
 
Sprinklr's customer service team is very responsive. We also have a dedicated account manager. If there's a problem, we create tickets – either in a support portal online or via email.
 
If we have a problem with the iPhone app we can take a screenshot and email or upload it to the support portal. We work weekly with the account management team to go through open tickets and resolve them. They're very good at pushing through items that can be fixed quickly. If it's just feedback, they put it to their development team for consideration to be integrated into the platform.  

How does it serve your business needs?
One challenge every company has with managing social is trying to create uniformity in tools across the company, and that's certainly a challenge we face. Our big need was a having a central way to mange the DuPont's corporate communications presence across various social media channels. In that there's governance, work flow, and ensuring we have an escalation process and measurement across all channels.  
 
It's challenging to process 20,000 to 25,000 mentions of DuPont per month. Sprinklr's workflow construct helps us tackle the processing of all that information in a way that gives us insight.
 
A moderation team at Sprinklr helps us process all the conversations and in multiple languages.  
 
There are three main areas we talk about publicly – food security, reducing dependence on fossil fuels, and protecting people and the environment. We created campaigns and matching queues in Sprinklr for each of those three areas. We have teams within DuPont that are responsible for each. They have the ability to see the related queue and they're responsible for acting on items assigned to them.  
 
Food security is a dialog we have 12 months a year, but certain events or initiatives will increase the dialog. For example, last July with the Economist Intelligence Unit we launched the Global Food Security Index. Using the campaigns feature and key word tags within Sprinklr, we could understand the overall discussion on food security for the year and measure the impact this launch had in July.
 
A lot of people are talking about not being able to just use a monitoring tool that uses natural language processing because there's always a human factor involved in tone and sentiment. Being able to put the monitoring inside a tool where humans – and teams, as opposed to just one person – are looking at it lets us process those items in a way that allows us to create some action inside the company.
 
 
How does it integrate with your existing infrastructure from an IT standpoint?
They're separated at the moment, but we're starting to think about what processes or other opportunities for integration with Sprinklr that could be beneficial.   
 
We did integrate our Crimson Hexagon account with the platform. One challenge is people want a big monitoring structure but have a separate publishing structure. If you can't link them, you won't know exactly how effective you are.   
 
What are the main benefits?
Centralized governance. It has given us a central place to put approved content that can be shared across social media accounts, and a central way to measure across social media accounts.  
 
Collaboration. We have 100 users and they're separated into different views, but it is really helpful to get five or 10 people to see what has been or will be published, so they understand what content is being shared.
 
Workflow and escalation is very sophisticated. It also has multiple features you can select to give you metrics.  
 
It does a lot to help collaboration, workflow, and measurement. A big benefit is allowing enterprise teams to work across regions, time zones, and business units.
 
 
What are the main drawbacks?
Not all of the social networks we need to communicate on are present inside Sprinklr.  
 
It is more advanced in terms of Twitter integration than any other network. Facebook and YouTube are certainly good and continue to get better. Some of the other channels are functional but could be more advanced in terms of feature sets.  
 
What would you like to see improved / added?  
More listening ability across other social networks and further advanced-video support. Sprinklr is working very hard to address client needs, so I'm sure they're working on these.   
 
Competitors
 
Salesforce Marketing Cloud
: comprehensive suite of tools for social marketing that includes monitoring, content creation and management, engagement, advertising, automation, and analytics.
 
Adobe Social: provides a single platform to align and collaborate around management, measurement, and optimization of social media strategies in the context of all other digital marketing efforts. Features include social publishing and engagement, monitoring, social ad buying, and analytics that can attribute social activity to business results.

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