Cirque du Soleil - Behind the curtain

Behind the CurtainCIRQUE DU SOLEIL

@andylevey / @cirque#CultureGeek September 7th 2012

Behind The Curtain

• The Challenges

• The Strategies

• The Audience

Overview of Cirque du Soleil

21 shows across the world• 10 RSD Shows• 11 TSD Shows

Our Challenge

From the past: How do we reach our audience?

Our Challenge

To recently: How do reach the right audience?

Our Challenge

To right now: How do we develop a relationship with our audience

Our TeamOur Goals

Listen: Hear and understand what our fans are sayingEngage: Allow our fans to interact with us as opposed to just “speaking” to them.Respond: Address our fans needs, questions, and concerns. Develop a relationship with them

Increase Brand Awareness: Use new media channels to drive further recognition, engagement, and measurement with the brand.

Develop Business & Behavioral Analytics: Using new media platforms to create models that help New Media, traditional Marketing, and other business units make relevant, real time decisions.

Develop & Maintain Relationships with Proven Industry Leaders :Continue to work with leading members of the social media community in addition to leaders within the platforms.

Our Strategy

Our Strategy

Our Strategy

Finding The Right Audience

Leveraging Partnerships

•28,000,000 Beatles Facebook Fans

•Acquired 8,000 new Beatles LOVE Facebook Fans in 1 day

Case 2: Walt Disney World Promotion of La Nouba

•7,600,000 Walt Disney World Facebook Fans

•Acquired 7,000 new La Nouba Facebook Fans in 7 hours

Case 1: Beatles Facebook Promotion of LOVE

Finding The Right Audience

Finding The Right AudienceResident Shows Strategy

Finding The Right AudienceTouring Shows Strategy

Finding The Right Audience

Leveraging the Power of the Right Audience

Harness the Power of Friends of Fans

How To Activate The AudienceThe Engagement Cycle

How To Activate The AudienceFurthering The Engagement Cycle

•Working with Mass Relevance to visualize Tweets

How To Learn From The Audience

Where Do We Go From Here?

Testing New Products & Platforms

Developing Greater Business & Behavioral Analytics

Driving Increased Awareness & Revenue

Remainder of 2012

Where Do We Go From Here?

Shifting Traditional

Budgets

Developing Greater Business

& Behavioral Analytics

Catching Up with Mobile

Education & Empowerment of

Other Business Units

Onsite/Real Time Activation

Points

2013

Questions?