cirque du soleil - behind the curtain
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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?