Analysing The Bachelor's CRM Activities
This blog is a discussion on The Bachelor’s online activities and an analysis of their E-CRM activities. Australia’s ‘The Bachelor’ or ‘The Bachelorette’ is a reality television program where a bachelor or a bachelorette is presented with 25 candidates they could potentially marry. It is an emotional rollercoaster for the people in the show and its viewers. Week after week we observe the latest contestant that fall victim to rejection. We feel empathetic as we’ve all experienced it at one point, but we’re thankful it’s them and not us.
One of the great things about the Australian Bachelor is that they are very active online and have a very involved online community. It would therefore suggest that The Bachelor has an effective Electronic Customer Relationship Management (E-CRM) strategy. E-CRM is an organised process of internet-based technologies such as websites, emails, forums, chat rooms and other channels (Techopedia.Inc, 2017). It benefits businesses as it improves their customer relations, identifies their customers buying habits and provides them with what they want and increases customer loyalty and satisfaction. The Bachelor’s e-CRM strategy is best shown through their online activities, which I will present below.
The Bachelor have a very strong social media presence on Facebook,
Instagram and Twitter. Their Facebook has 280,553 likes, and while the current series is airing, they are posting pictures, videos and statuses more than three times a week (The Bachelor, 2017). The Bachelor’s Instagram account is the second most popular platform with 155,000 followers in which they post with the same frequency with similar content as their Facebook group (The Bachelor, 2017). The posts are emotionally oriented as they focus more on the relationships of the bachelor’s relations and a contestant. Third is their Twitter profile with almost 61,000 followers, in which The Bachelor promotes more of the shows GIFs for engagement (The Bachelor, 2017).
It is important that The Bachelor can be viewed on a variety of different systems and devices. People can watch the show on free air television or catch up on an episode via the website or through the app. It can be viewed on televisions (if the TV is connected to the internet or connected to Apple TV), their computer, tablets or smart phones.
Furthermore, it is worth noting that The Bachelor generates a lot of conversation throughout the social media platforms. When the season is aired, The Bachelor’s fans are very engaged, as there are many posts, memes and groups relating to a variety of different topics, especially when there is a controversial candidate. An example of this can be seen below.
References:
Chaffey, D & Ellis-Chadwick, F 2016, Digital Marketing, 6th edn, Pearson Education Limited, Harlow, UK
Techopedia 2017, ‘Electronic Customer Relationship Management (E-CRM)’, Techopedia.Inc, viewed 14 September 2017, https://www.techopedia.com/definition/30914/electronic-customer-relationship-management-e-crm
The Bachelor 2017, ‘The Bachelor Australia’, Facebook, viewed 14 September 2017, https://www.facebook.com/TheBachelorAU
The Bachelor 2017, ‘TheBachelorAU’, Instagram, viewed 14 September 2017, https://www.instagram.com/thebachelorau/
The Bachelor 2017, ‘The Bachelor Aus’, Twitter, viewed 14 September 2017, https://twitter.com/TheBachelorAU