Cirque du Soleil aims to develop relationships with audiences by understanding their needs and engaging them through social media. They have 21 shows worldwide and seek to reach the right audiences. Their strategy involves leveraging partnerships, targeting resident and touring show audiences differently, and harnessing the power of fans and their friends' networks. They work to activate audiences through an engagement cycle and testing new platforms. Their goals are to listen, engage, respond to audiences, increase awareness, develop analytics, and maintain industry partnerships to guide decisions.

1. CIRQUE DU SOLEIL
Behind the Curtain
@andylevey / @cirque
#CultureGeek
September 7th 2012

2. Behind The Curtain
• The Challenges
• The Strategies
• The Audience

3. Overview of Cirque du Soleil
21 shows across the world
• 10 RSD Shows
• 11 TSD Shows

4. Our Challenge
From the past: How do we reach our audience?

5. Our Challenge
To recently: How do reach the right audience?

6. Our Challenge
To right now: How do we develop a relationship with our audience
In fl u e n c e L if e c y c le
A TTEN D D ISCO V ER
IN FLU EN CE
FR IEN D S
BOOK

7. Our Team
Our Goals
Listen: Hear and understand what our fans
are saying
Engage: 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.

8. Our Strategy

9. Our Strategy

10. Our Strategy

11. Finding The Right Audience
Leveraging Partnerships
Case 1: Beatles Facebook Promotion of Case 2: Walt Disney World Promotion
LOVE of La Nouba
•28,000,000 Beatles Facebook Fans •7,600,000 Walt Disney World Facebook Fans
•Acquired 8,000 new Beatles LOVE •Acquired 7,000 new La Nouba Facebook Fans in 7 hours
Facebook Fans in 1 day

12. Finding The Right Audience

13. Finding The Right Audience
Resident Shows Strategy

14. Finding The Right Audience
Touring Shows Strategy

15. Finding The Right Audience
27k Fan s 11M Fo F
Leveraging the Power of the Right Audience
Harness the Power of Friends of Fans
1M + Fan s 196M Fo F

18. How To Activate The Audience
The Engagement Cycle

19. How To Activate The Audience
Furthering The Engagement Cycle
•Working with Mass Relevance to visualize
Tweets

20. How To Learn From The Audience

21. Where Do We Go From Here?
Remainder of 2012
Testing New Products & Developing Greater Business & Driving Increased Awareness &
Platforms Behavioral Analytics Revenue

22. Where Do We Go From Here?
2013
Shifting Developing Catching Up with Education & Onsite/Real
Traditional Greater Business Mobile Empowerment of Time Activation
Budgets & Behavioral Other Business Units Points
Analytics

23. Questions?