innovating through storytelling the national geographic...

Innovating through storytelling

the National Geographic way

Digital Innovation Summit

Berlin, March 22, 2016

Yulia Petrossian Boyle

SVP, International Media

National Geographic Partners

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National Geographic

Society

Exploration

Science Museum

Education

National Geographic

Partners Kids

Magazine

Books

Consumer

Products

Experiences

Digital

Travel

strengthening NG’s mission

Virtuous cycle reaching 730+ million worldwide each month

Audience, resources & reach

Content, talent & discoveries

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core activities

Builds audience relationship and brand power

Monetize the brand power

Defines brand create content

1.

distribute content

2.

consumer products

& experiences 3.

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strategic priorities

Multiplatform media 1.

Magazines

Books

Digital

Video

Photography

Social community

2. Global experiences

Family “edutainment” centers

NG Live! Speaker Series

Events & exhibits

Location-based entertainment

3. Travel

Travel & exploration

Expeditions

Lodges

Private jet tours

Expert curation

4. Kids

Kids channel

Kids & family products

Kids & family entertainment

Branded camps

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“Nat Geo becomes arguably News Corp’s most innovating digital publishing asset.”

Emily Bell, The Guardian

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“Nat Geo remains king of the social media jungle”

AdWeek

ingredients of success

• compelling visually-led content

• multi-platform distribution

• engaging user experience

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where our content comes from

Explorers | Innovators | Photographers | Filmmakers

Storytellers | Scientists | Adventurers | Dreamers

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5. Know who you are 4. Act urgently 2.

Do what others can’t

5 principles of journalism

1. Make a difference 3.

Be part of the conversation

5. Visual 4. Local 3. Personalities 2. Frequency

what goes into creating our content

1. Real time

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channel 2.0

The world’s leading destination for PREMIUM science, adventure, and exploration content

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Domestic, International,

and Digital Editions

National Geographic

Channel

Nat Geo WILD

Definitive Cartography

Custom Mapping

Atlases

19 Million Images

Custom Photography

NationalGeographic.com

Custom Microsites

E-Newsletters

Apps

Gaming

Curriculum

Contests

GeoBee

Facebook

Twitter

YouTube National Geographic LIVE!

Photo Exhibits

Custom Events

Aspen Environment Forum

Features

IMAX Films

Documentaries

Photography

Nonfiction Children’s

Books

Media

Magazines Digital Media Television

Mobile Books

Films Social Media

Maps

Store

Events

Image Sales

Education

Expeditions

Nat Geo Adventures

Family Travel

Private Jet Trips

Assets

our reach

730 million

people per

month through

all our media

platforms

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our reach

DOMINICAN REPUBLIC

GRAND CAYMAN

MEXICO /LATIN AMERICA

CANADA

BELGIUM

DENMARK

FINLAND

FRANCE

GERMANY

ITALY

IRELAND

NETHERLANDS

PORTUGAL

SPAIN

SWITZERLAND

UNITED KINGDOM

ESTONIA

LATVIA

LITHUANIA

NORWAY

SWEDEN

CROATIA

CZECH REPUBLIC

HUNGARY

POLAND

ROMANIA

SERBIA

SLOVAKIA

SLOVENIA

BULGARIA

GREECE

UKRAINE

AZERBAIJAN

GEORGIA

IRAN

ISRAEL

TURKEY

UNITED ARAB EMERATES

EGYPT

SOUTH AFRICA

AUSTRALIA

NEW ZEALAND BRAZIL

NG MAGAZINE

NG TRAVELER

NG KIDS

BOOKS

INTERNATIONAL LICENSING

MAPS

INTERNATIONAL HOME ENTERTAINMENT

TRAVELING EXHIBITS

NG LIVE & SPEAKERS BUREAU

SCIENCE & EXPLORATION PROGRAMS

KEY

RUSSIA

CHINA

INDIA

INDONESIA

JAPAN

KOREA

MONGOLIA

SINGAPORE

TAIWAN

THAILAND

VIETNAM

Magazines and Books

reach over

200 million per month

In 80 countries

in 40 languages

8 million monthly

140 local partners

2.4 million books

sold in local languages

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our reach

DOMINICAN REPUBLIC

GRAND CAYMAN

MEXICO /LATIN AMERICA

CANADA

BELGIUM

DENMARK

FINLAND

FRANCE

GERMANY

ITALY

IRELAND

NETHERLANDS

PORTUGAL

SPAIN

SWITZERLAND

UNITED KINGDOM

ESTONIA

LATVIA

LITHUANIA

NORWAY

SWEDEN

CROATIA

CZECH REPUBLIC

HUNGARY

POLAND

ROMANIA

SERBIA

SLOVAKIA

SLOVENIA

BULGARIA

GREECE

UKRAINE

AZERBAIJAN

GEORGIA

IRAN

ISRAEL

TURKEY

UNITED ARAB EMERATES

EGYPT

SOUTH AFRICA

AUSTRALIA

NEW ZEALAND BRAZIL

NG MAGAZINE

NG TRAVELER

NG KIDS

BOOKS

INTERNATIONAL LICENSING

MAPS

INTERNATIONAL HOME ENTERTAINMENT

TRAVELING EXHIBITS

NG LIVE & SPEAKERS BUREAU

SCIENCE & EXPLORATION PROGRAMS

KEY

RUSSIA

CHINA

INDIA

INDONESIA

JAPAN

KOREA

MONGOLIA

SINGAPORE

TAIWAN

THAILAND

VIETNAM

reaches over

500 million households

in 171countries

in 45 languages

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consistent global growth

…and growing

2011 2013

2015

2016

25 MILLION UNIQUES…

in

3 years

+25%

… in addition, NG

has 55 branded

international

magazine and

news sites in

35 languages, with

a total digital reach

of over 11M uniques

each month

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multi-platform engagement

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social media reach

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170 million fans

20 million followers

53 million followers

8 million views

social leadership

Rank Brand Total

Actions

Total

Content

Fans/

Followers

1. National Geographic 482.5M 3,257 80.1M

2. NFL 125.6M 7,510 29.9M

3. WWE 87.8M 6,687 37.1M

4. NBA 82.9M 2,496 54.4M

5. MLB 72.7M 6,372 13.4M

6. MTV 72.5M 10,921 65.1M

7. Victoria’s Secret 69.9M 719 57.1M

Source: Adweek;

Shareablee 25

pioneering new media frontier

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National Geographic’s incredible brand equity and premier content

makes brands look to us when launching new products

Instagram Snapchat apple news Facebook Twitter

social media platforms

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ng.com NG Instagram page

Instagram

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social media platforms

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driving engagement

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driving engagement and revenue

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Facebook native video Sponsored media Instagram contests

3 examples of how things are changing

Unified digital presence

Your Shot photo community

Nat Geo ONE

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1.

2.

3.

Digital

1. unified digital hub

Television

Second-window NG content on other

media groups

Premiere programming on two Nat

Geo PayTV channels

3 + Nat Geo websites

3+ Facebook pages

Multiple Twitter accounts

Multiple Instagram accounts

Publishing

….+ Nat Geo books, collectable editions,

sticker series

4 + local editions of Nat Geo

magazines

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1. unified digital hub

Digital

Create a unique, brand-driven, state-of-the-art Nat Geo destination across all relevant digital media

Richer and more fulfilling experience for Nat Geo fans

Stronger Nat Geo digital value proposition for advertisers

More effective cross-selling opportunities for Nat Geo products

PR & Marketing

Build solid partnership between Channel & Publishing arm to drive additional growth on TV and publishing

Coordinated PR & marketing efforts to promote NG priorities

Stronger cross-promotion between TV and publishing & contextualized recommendations of content available on other media formats

AdSales

Seize new commercial opportunities by pitching fully integrated “360 projects”

Larger share-of-investment/new clients successfully captured through fully integrated multi-media advertising projects

Cross-selling Nat Geo inventory to advertisers currently investing in a single Nat Geo medium

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what is your shot? custom assignment

2. most engaged community

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what is your shot? custom assignment

2. most engaged community

what is your shot? custom assignment photo walk

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3. Nat Geo ONE vision

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mission at the core

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Animals on the Brink

Northern white rhinoceros:

Approximately 4 survive

42 Gold Snub-nosed monkey:

Approximately 10,000 survive

Animals on the Brink

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Animals on the Brink

Columbia Basin Pygmy rabbit:

0 survive

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we believe in the power of science, exploration,

and storytelling to change the world