In media res with Groupons and social media

I have over the last year become a heavy user of Groupon, the viral couponing site that urges you to recruit your friends to share in the savings. Or, more correctly, a heavy buyer because I currently have more coupons in my bucket that I am able to use on my trips to the Bay Area. And that’s okay (for the merchant) because I’ve paid up front and they have my money whether or not I use the Groupon.

I will devote some time to talking about Groupon at my DMA preso on October 11, because this marketer is a great example of the “in media res” nature of social media. Traditionally there was one entry point for advertising. You hook them with your print ad, TV spot or direct marketing  and off you go.

But with social media, there are many possible entry points. Maybe you are on the email list. Maybe you get a Groupon offer forwarded by a friend. Or maybe you hear about it on a local TV news show, which is quite possible because of the “Groupawn” who has mounted a campaign to live successfully for a year with no money, just Groupons, and he wins $100,000 if he does.

Homer had some thoughts about plot construction when he wrote the Iliad and Odyssey some 3000 years ago. Instead of starting at the beginning of the Peloponnesian War, which many of his readers were bored sick about, he starts in the middle. Then the plot has occasional flashbacks but mostly you catch up as you go along.

For social media, what’s key is to have an anchor concept which is always present no matter when you arrive at the conversation. For Groupon, it’s the “live on Groupons” meme which was well articulated in a number of videos from contestants who promised to spend a year without money, using only Groupons (barter ok) to get their daily necessities.

You can “live on Groupons” because they’re so cool and the savings are so great, even if you don’t take it literally. That’s the message that gets across, no matter where you join the conversation.