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Groupon’s Social @ Scale Journey

Paul Matson, Head of Social Media at Groupon

From Local to Global to Local

On this episode, my co-host and sponsor is Jeremy Epstein, vice president of marketing and social navigator at Sprinklr, an enterprise level social infrastructure platform that helps global brands BE social at scale. Our featured guest is Paul Matson, Head of Content and Social Media at Groupon.

On this episode you’re going to learn how Groupon deploys 7,000 custom messages per week in 21 languages across 47 countries throughout all their social media channels, AND how Groupon’s social business strategy directly impacts revenue growth in highly measurable ways.

Groupon’s Explosive Growth from North America to International Brand

Groupon will celebrate its sixth birthday in November 2014, and it employees more than 10,000 people across an international footprint. Today, Groupon is an online marketplace used by consumers to buy anything, anywhere, anytime. Groupon is recognized as one of the fasted companies to reach $1 billion in revenues!

Groupon Global Marketplace

Impact on Scaling Social Engagement

In our video interview, Paul explains that their social strategy is no longer about buzz. Rather it’s about message control and being a measurable arm of the company while scaling the mission of enabling global social engagement, as well as being hyper local with the consumer.

With thousands of social media accounts across many languages, Groupon needed to recruit a lot of great talent to be social scale. Paul and his team recognized the need to invest in both great talent and in a social infrastructure. He identified a need for a global content management enterprise management system. After surveying the landscape of available products, as well as considering tapping into their robust pool of in-house developers to build it, Groupon selected Sprinklr as their social infrastructure partner to enable global social engagement scaling.

Centralized Solution

Groupon needed a social technology provider to partner across U.S. and international social platforms. Sprinklr allows customization across 47 countries with a view on performance across all of them. It also allows for administration of many people including the SEO team, editorial and customer service. And, of course there is support for governance across all teams with a centralized solution.

How Being Social @ Scale Drives Business Results at Groupon

In our video interview, Paul’s detailed answer to this question is worth your time to hear directly from Paul how being social @ scale drives business results at Groupon. Following is an outline of Paul’s response.

Groupon measures three business metrics from their global social engagement.

  1. SLAs
  2. Content production costs
  3. Revenue growth

Clearly the partnership between Groupon and Sprinklr is one that is based on deploying the right technology for enterprise level social infrastructure, combined with a collaborative relationship that is getting impressive results!

Follow Paul Matson and Jeremy Epstein on Twitter.

Social @Scale Journal

Here’s a notable excerpt from the Social @ Scale Journal: “In the age of social, experience is what matters.” A Bain Consulting study discovered that while 80% of companies believe they deliver “superior” customer experiences to their customers, just 8% of customers agree.”

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