Question

How does Groupon integrate social media, location-based services, and customer experience?

Answer 1

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Groupon started as a local company that became global almost overnight, and this is baked right in to the culture

They structure the team carefully to ensure Groupon is able to engage on a local level as a global company. His community managers are in charge of optimizing content and pushing it out to various channels, while a whole editorial staff creates content. He calls his employees who are in charge of strategy City Planners. They are the ones who have an intimate knowledge of local areas around the world and what deals might be appropriate for that locality; they’re tuned in to the culture so they can guide the content developers.

Globally, about 100 Groupon employees have a hand in social, but only a dozen of them are dedicated to social full-time.

When Eric Lefkofsky stepped in as the new CEO of Groupon, his first initiative was to create the “one playbook” plan. The idea was to make sure that Groupon, across all markets, was operating on the same set of principles and strategy.

“The other side of that coin,” Paul says, “is still to leave enough wiggle room to give each international country enough autonomy that they can develop their own relevant content.”

The recent launch of their integrated POS and marketing system, Gnome by Groupon, shows that Groupon will keep pushing the boundaries to deliver their customers – both individuals and businesses – the best they can offer.

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