How Groupon Turned a Controversial Article Into Clever Content

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Contents
1 How to Work Social Media: Groupon's Lessons
1.1 Do you dare to try this type of strategy?
A fundamental aspect when developing a marketing strategy has to do with defining how to work with social media . That is, how you are going to achieve visibility for your positioning on social networks, for your content to be shared, commented on and disseminated. Of course, one of the keys is the content, which must be original and creative. However, you must have a strategy that really makes noise .

[Tweet “Your #marketing #strategy must make noise and prevail”]

Making noise is important; I mean making lawyer email list a splash, attracting attention and going viral , making your content appear in all the places it should be. This possibility of making a splash is not always linked to structured and usual methods. A serious way of providing content and participating socially is not always what is needed. So, how do you work with social media ?

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How to Work Social Media: Groupon's Lessons
The work Groupon did with the promotion of the Banana Bunker product is the perfect example of how to stand out by breaking away from the structured, the predictable . Its strategy was based on breaking away , on creating something new. This is the greatest merit of a team that works with freedom and without fear of repercussions.

The Banana Bunker is a suggestive product, as this banana container generated surprise and huge amounts of ironic comments due to its striking shape. Whenever an article is published that gives rise to a double entendre or a clever joke, the joking comments never stop coming. And, in general, they are ignored or, in the worst case, deleted.

[Tweet “Groupon took advantage of the potential of humor and irony to increase its sales”]

In this case, the Groupon team saw these comments coming and decided to act accordingly. They made the decision to respond “seriously” to each ironic comment . This led to both the product and the company becoming a hit on social media .

Groupon claims that responding to these types of comments with a lot of humor is their way of social participation . It is a characteristic that not all serious companies dare to adopt, but it is certainly a special way of learning how to work with social media.