Would you survive a season in Australian Survivor?

Australian Survivor is a reality game show based on the original international ‘Survivor’, which features a group of contestants deserted on an isolated island and must complete a number of challenges for rewards and immunity. Contestants are then eliminated throughout the show and the ‘Sole Australian Survivor’ goes home with a grand prize of half a million dollars. The show is an unrelenting test of courage, endurance and strength that pushes contestants to their absolute limits (https://tenplay.com.au/channel-ten/australian-survivor).

In this blog post, I am going to look at Electronic customer relation management (E-CRM) and how a popular TV show like Australian Survivor creates strategies and plans for how digital technology and digital data can support CRM (Chaffey & Ellis-Chadwick, 2016).

Website use and online social presences:

Australian Survivor has a strong online presence, particular on social media. The show uses Facebook, Instagram and Twitter to keep viewers up to date with who is still in the game and generates online conversation between viewers. Using popular platforms allows for the show to gain more viewers who may come across their social media pages and become interested.

Facebook

Instagram

Twitter

Above: The official Australian Survivor Facebook, Instagram and Twitter pages.

Social CRM refers to “the process of managing customer-to-customer conversations to engage existing customers, prospects and other stakeholders with a brand and so enhance customer-relationship management” (Chaffey & Ellis-Chadwick, 2016). Australian Survivor is an example of TV shows use social media to develop customer relationships, loyalty and customer value. Australian Survivor is broadcasted on the Channel Ten network, and by visiting the Survivor page; viewers will also see the official Channel Ten Facebook Page, where many other shows are also played.

On the ‘tenplay’ website, viewers can catch up on recent Australian Survivor episodes they may have missed on television. Viewers also have the option of creating a free account, to access benefits such as the “Track” option (allows tenplay to save and track episodes to watch), or the “Remind Me” option (tenplay sends a message reminder of when the show will be on). This also allows for the Network Ten channel to send viewers updates and offers for other activities that occur.

Above: Sign up form to become a tenplay member.

It can be seen that using digital platforms for relationship marketing involves integrating customer database with websites and messaging to make the relationship between viewers more personalised and unique. Viewers have the option of voicing their opinions about all the content posted by Australian Survivor and engage with other viewers.

References

Chaffey,D. Ellis-Chadwick, F., Digital Marketing 6th edition, Pearson 2016.

https://www.facebook.com/SurvivorAU/

https://www.instagram.com/survivorau/

https://twitter.com/Survivor_AU