Sprinklr Acquires Pluck, Expands Social Content Within Ecommerce

Continuing its consolidation spree, Sprinklr just agreed to buy the social community software specialists at Pluck from media holding company Demand Media.

Financial terms of the deal were not disclosed. Demand Media picked up Pluck for a reported $75 million back in 2008.

With Pluck, Sprinklr can now help large brands display social content within ecommerce and other owned properties, according to Ragy Thomas, CEO of Sprinklr.

“Pluck helps us get one step further to realizing the full vision for Sprinklr, which is to help global brands reimagine the front office with social at the core,” Thomas said on Thursday.

In practical terms, rather than a text-based review, Sprinklr brand clients can now choose to display a positive Instagram post or tweet from an influencer on a product page, test it, and measure for effectiveness in conversion -- all from one platform.

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Pluck brings with it about 75 brand clients, including L’Oréal, Mattel and Walgreens, according to Thomas.

Sprinklr has recently been on a mission to singlehandedly shrink the social marketing services space.

Last September, the social media management firm scooped up social-services provider Branderati for an undisclosed sum. After bringing in the word-of-mouth marketing shop, Sprinklr said its headcount officially surpassed 500 employees.

Last October, the company agreed to buy social-marketing veteran TBG Digital. The addition was expected to give its clients a clearer picture of cross-channel media spends, and paid media in particular.

Earlier in 2014, Sprinklr picked up Dachis Group and its social analytics and optimization technology. Dachis’s social consulting practice was also added to Sprinklr’s services enablement practice.

Sprinklr presently boasts more than 650 enterprise brands, including GM, Virgin America, Samsung and Microsoft; it processes more than $100 million in annual media spend, by its own estimates.

In recent years, consolidation in the social marketing space has been constant.

Other notable tie-ups include Lithium Technologies’ agreement to buy Klout for a reported $200 million, and more recently, Mass Relevance merging with Spredfast.

Last year, social media was expected to have the highest cumulative aggregate growth rate across all channels, according to Forrester Research.

Prior to joining Demand Media, Pluck was an amorphous start-up that succeeded in positioning itself as a provider of white-label social networking tools for big enterprise clients like USA Today.

Demand Media -- founded by former MySpace CEO Richard Rosenblatt in 2006 -- will likely shed more light on the Pluck deal when its posts fourth-quarter earnings on March 5.

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