The Block and their Electronic- customer relationship management (E-CRM)
The block is such an iconic Aussie reality TV show. It is so popular, as it follows 5 couples renovating houses ready for auction and is on 4 nights a week. Given this, it is essential for them to have their a game on when running their social media pages and getting their fans involved. E-CRM refers to the way a company handles their electronic customer fowling, and how interactive they are. The block has Instagram, as well as a page for every couple, a Facebook account and a twitter, allowing them to be heavily involved in their E-CRM activities.
The Block has a main Instagram account where they post where to buy items seen on the show, and bits and pieces like snapshots from the episodes. They also promote big episodes coming up and winning rooms for design inspiration. They have 150 thousand followers on there, with lots of likes and comments on each photo. I looked through their comments on Instagram and they were not replying directly to questions asked, simply allowing other fans of the show to interact with one another.
Their twitter account is very similar to their Instagram with 145 thousand followers. Their posts are linked, with the same tweets mimicking the Facebook posts. They are very interactive with their twitter following, as during episodes of the popular show, they post up fans tweets in the corner of the episode. I think this is a great E-CRM strategy as it allows those watching to relate to the thoughts of the other fans across Australia and also encourages others to jump on social media and have their say. They also promote a hashtag #9TheBlock which allows fans to find each other fast and get involved with discussions. They promote this hashtag on all three platforms
The block’s Facebook account has a whopping 600,000+ likes and over 500,000 people following along. So it’s clear that this is their biggest platform on social media. They are posting updates and links daily, with very catchy headlines and showing highlights from the show as well as other news headlines regarding what happened on the block. It is also their biggest form of advertising, as they are constantly promoting when the next episode is on and giving hints like “explosive Sunday, tune in”. Much like their twitter however, they aren’t directly replying to fans posts. There is a spot for community posts, and some are angry at the judges or the editing of the show, and expressing this through Facebook, however their E-CRM team isn’t replying. This could also be a strategy as they don’t want their words to be twisted or to be pulled in to any negative stigma, however it is interesting as massive companies such as Arnott’s are spending the time to reply to customers, whereas The Block is far more casual.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson Higher Ed