Fjord San Francisco 18 June 2013 Engaging members to re-imagine National Geographic

Hugh Dubberly Dubberly Design Office The National Geographic Society was founded 125 years ago, along the lines of European research societies.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 2 NGS was – and remains – a member-based, non-profit, providing both education and entertainment.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 3 Originally, NGS members pooled resources to fund exploration. Explorers went into the world, collected data, and returned to share their experiences directly with members at NGS meetings in Washington.

Members funds Explorers knowledge

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 4 In 1888, the same year NGS was founded, it began publishing a journal to record its research – The National Geographic Magazine.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 5 In 1911, the magazine published a series of photos of Lhasa, Tibet, causing a sensation and selling out.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 6 What began as a happy accident grew into a new type of magazine and then into a publishing empire, changing the relationship between the society and its members.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 7 The brand has deep roots in US culture and has spread around the world.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 8 Now, NGS faces the challenges of “digital convergence” – an existential threat to all traditional media organizations.

Broadcasting

Publishing

Computing

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 9 Subscriptions and ad revenue are dropping in the core print business, and subscriber median age is rising.

Subscribers 12,000,000 51 46 Median age 8,000,000

2005 2010

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 10 NGS’s cable business is healthy today, but for how long?

% of total media consumption time vs % of advertising spending (USA 2012) 50% Internet Ad = $37B ~$20B+ Mobile Ad = $4B opportunity in USA 40% 42 43 30% 26 20% 23 22 10% 14 10 12 6 3 0% Print Radio TV Internet Mobile

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 11 What’s more, NGS faces disruptions across all its lines of business.

Advertising Book Publishing Channel (TV) Commerce Education Events Missions + Philanthropy Print and digital publishing Top-down Science

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 12 To its credit, NGS has undertaken several digital initiatives.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 13 But most have been focused on “monetization” – e.g., building a pay wall.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 14 The problem is not simply converting from print to web or selling mobile apps.

In order to survive, NGS must fundamentally re-conceive its business.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 15 NGS must return to it roots, re-imaigning itself as a multi-local organization – shifting from “customer transactions” to a new form of “member participation”.

Connecting members to …

… other members … explorers … research … content … the diversity of life … events … the society … the future

January 1 2 3 4 5 6 7 8 9 10 1112 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 16 Domain Kingdom Phylum Class Order Family Genus Species

Eukaryota Amoebae

Animalia

Parazoa

Eumetozoa Deuterostome

Chromaveolata Chordata

Excavata Tunicate

Fungi Cephalochordata

Plantae Vertebrata

Rhizaria Incertae sedis

Gnathostomata Incertae sedis

Echinodermata Placodermi*

Hemichordata Chondrichthyes

Xenoturbellida Conodonta*

Protosomia Osteichtyes

Ecdysozoa Actinopterygii

Platyzoa Sarcopterygii

Lophotrochozoa Tetrapoda

Amphibia We helped NGS think through theseAves issues – Mammalia

Theria

Marupialia and we used prototyping to help PlacentaliaimagineEutheria user experiences.

Reptilia Bobolestias*

Brian Synapsida*Keefe 12 Cimolesta* Aaron Huey 12

Juramaia* Home Search ...  StoriesMontanalestes* Search ...  Murtoilestes*

Placentia NatGeo Now Any involvement All types All timeframes Coyotes Reset filters Stories Events People Afrotheria Afrosoricida Your Shot 12:46 pm, 10 April 2013 Hyracoidea

Macroscelida

Proboscidea

Sirenia

Tubulidentata

CoyotesBoreoeutheria 5 June 2013 7:30 pm The coyote, alsoEuarchontoglies known as the American jackal, brush wolf, or the prairie wolf, is a species of canine found Dermoptera Lecture throughout North and Central America, ranging from Panama in the south, north through Mexico, the United 12:38 pm, 10 April 2013 Lagomorpha States, and Canada. It occurs as far north as Alaska and Alexandra Fuller all but the northernmostPrimates portions of Canada. Channels 7:30pm, 1 June 2013 Massey Hall Rondentia Washington, D.C. Salon Index ScandentiaTimeline Tree of life Map Tell your story

Laurasiatheria @patrickroe 12:34 pm, 10 April 2013 Artiodactyle

he speed-dated 37 languages Cetecea before he fell in love with one: Domain Kingdom Phylum bit.ly/WLsQ6NClass . From the pod Order Chiroptera Family Genus Species

archive @pritheworld Erinaceomorpha

@angshah Ferae 12:29 pm, 10 April 2013 Carnivora

are you one of the Feliformia Projects #1billionrising ? Caninformia Amphicyonidae*

Observation Pholidota Canidae 12:25 pm, 10 April 2013 On the praire Trails Perissodactyla Caninae Atelocynus 27 October 2009, 1:45 pm Soricomorpha Vulpini Canis Canis adustus

Xenartha Arcotoidea Cerdocyon Canis appoloniensis*

Prokennalestes* Ursoidae Chrysocyon Canis armbrusteri*

Metatheria Hemicyonidae* Cuon Canis aureus

Ursidae Cynotherium* Canis cedazoensis*

Musteloidae Dusicyon* Canis dirus* @natgeo coyote folk singer ... 368 54 12:22 pm, 10 April 2013 Ailurdae Eucyon* Canis edwardii*

5 more stories ... Stories Events Projects People Channels Trails friday fact: Mammoth’s last Mephitidae Leptocyon* Canis ferox* tooth, equivalent to our Mustelidae Lycolopex Canis latrans wisdom teeth, weighed over 15 National Geographic Society Support us Follow uspounds. Procyonidae Lycaon Canis lepophagus*

Pinnipedia Nurocyon* Canis lupus About Gifts Donate Become a Member Subscriptions DVDs Press Room Enaliarctidae* Nyctereutes Canis lupus familiaris DubberlyGlobal Design sites OfficeBooks · Engaging membersCustomer Serviceto re-imagine National Geographic · 18 June 2013 Odobenidae Otocyon Canis lupus dingo 17

Newsletters Maps & Globes Advertise with us Otariidae Protocyon* Canis mesomelas Sustainability Sale Terms of Service Phocidae Speothos Canis primigenius* Jobs Travel Privacy Policy Theriodictis* Canis rufus Contact Photography Gear Urocyon Canis simensis

Vulpes

Xenocyon*

Stories Events Projects People Channels Trails Back to Top  © 2015 National Geographic Society. All rights reserved. National Geographic Society Support us Follow us

About Gifts Donate Become a Member Subscriptions DVDs Press Room Global sites Books Customer Service Newsletters Maps & Globes Advertise with us Sustainability Sale Terms of Service Jobs Travel Privacy Policy Contact Photography Gear

Back to Top  © 2015 National Geographic Society. All rights reserved. We then created a video to help NGS share the ideas internally.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 18 … and we created a large-format print booklet to accompany the video.

What National Geographic can do: Stories have different views > Stories appear in a continuous stream > An index, a timeline, a map, and the tree of life provide views of content. National Geographic’s archive is the Expand authorship at National Geographic. foundation for a stream of stories that is Aaron Huey 12 Aaron Huey 12 Aaron Huey 12 National Geographic editors, writers, photographers, Stories Search ... A Stories Search ... A Stories Search ... A continuously updated. Stories connect everything > Any involvement All types All timeframes Coyotes Reset filters Any involvement All types All timeframes Coyotes Reset filters Any involvement All types All timeframes Coyotes Reset filters bloggers, and members all tell stories. Aaron Huey 12 Stories connect people, projects, events, Stories Search ... A

Any involvement All types All timeframes No tags Reset filters Engaging Coyotes Coyotes Coyotes and media. The coyote, also known as the American jackal, brush The coyote, also known as the American jackal, brush The coyote, also known as the American jackal, brush Salon Index Timeline Tree of life Map Tell your story wolf, or the prairie wolf, is a species of canine found wolf, or the prairie wolf, is a species of canine found wolf, or the prairie wolf, is a species of canine found throughout North and Central America, ranging from throughout North and Central America, ranging from throughout North and Central America, ranging from Panama in the south, north through Mexico, the United Panama in the south, north through Mexico, the United Panama in the south, north through Mexico, the United Redefi ne story. States, and Canada. It occurs as far north as Alaska and States, and Canada. It occurs as far north as Alaska and States, and Canada. It occurs as far north as Alaska and all but the northernmost portions of Canada. all but the northernmost portions of Canada. all but the northernmost portions of Canada. 2:48 pm Wednesday, 10 April 2013 Salon Index Timeline Tree of life Map Tell your story Salon Index Timeline Tree of life Map Tell your story Salon Index Timeline Tree of life Map Tell your story Working for Stories can be science blogs, photos of the day, change

Pine ridge Title Media Topics Date User Cetecea Aaron Huey 12 RRefineefine byby postal code, city,city, or place (e.g.(e.g. DisneyDisney World)World) ...... Order Chiroptera Family Genus Species Leon Pourier traditional National Geographic magazine stories, Recommended ErinaceomorErinaceomorphapha video mountains outpost survival 25 April 1983 Attack in the wild “Living as a teenager on the Pine Home Search ... Ferae A Ridge Reservation near Interior, Foja mountains Carnivora South Dakota, I drove approximately June 2010 30 miles for my first job at Badlands Readers fi nd content through topics > photo, text expedition 9 September 1950 NatGeo Now Coyote chaos Feliformia National Monument, which changed to ‘park’ at a later date.” story assignments through Your Shot, stories generat- Stories Events People Caninformia Amphicyonidae*

YourY Shot Pholidota Canidae 12:46 pm, 10 April 2013 text, video encounters 18 February 2001 In the suburbs: On the praire Readers navigate through search, fi lters, and tags to fi nd topics— like Native Americans. Perissodactyla Caninae Atelocynus 27 October 2009, 1:45 pm

lone coyote Soricomorpha Vulpini Canis Canis adustus

ed by research projects, and personal stories told Xenartha Arcotoidea Cerdocyon Canis appoloniensis* new guinea expedition biology Northern exposure: text, photo hiking cataloging survey 12 August 1975 Prokennalestes* Ursoidae Chrysocyon Canis armbrusteri* Metatheria Hemicyonidae* Cuon Canis aureus Aaron Huey 12 Aaron Huey 12 Feather evolution 28 April 2013 Canadian wildlife February 2011 Ursidae Cynotherium* Canis cedazoensis* 11:30 am On the praire lakota reservation pine ridge 234 145 by members—among others. 27 October 2009, 1:45 pm Musteloidae Dusicyon* Canis dirus* Lecture Channels Search ... Channels Search ... coyote folk singer ... 368 54 12:38 pm, 10 April 2013 A A On the praire text, video, photo family praire 15 December 2012 Ailurdae Eucyon* Canis edwardii* 5 more stories ... 1:56 pm Alexandra Fuller Mephitidae Leptocyon* Canis ferox* Wednesday, 10 April 2013 Channels 7:30pm, 1 June 2013 Video All timeframes Deep ocean Reset filters Video All timeframes Native Americans Reset filters Mustelidae Lycolopex Canis latrans latrans Massey Hall Realm of the coyote photo mapping 5 January 1992 Let’s imagine Washington, D.C. Popular tags: Procyonidae Lycaon Canis lepophagus*

photography nature magazine birds evolution Pinnipedia Nurocyon* Canis lupus greater Members to @patrickroe animals travel adventure science 12:34 pm, 10 April 2013 Enaliarctidae* Nyctereutes Canis lupus familiaris Not exactly rocket science habitats ocean energy parks Snow coyotes and text, video north snow fable 9 March 2005 Great migrations coyote folk singer ... 368 54 he speed-dated 37 languages destinations green dna robots Odobenidae Otocyon Canis lupus dingo spirit bears N b 2010 Ed Yong Create a story stream. before he fell in love with one: outdoors hiking africa climbing 5 more stories ... bit.ly/WLsQ6N. From the pod Otariidae Protocyon* Canis mesomelas birds maps earth education archive @pritheworld Phocidae Speothos Canis primigenius* NNativeative Americans @angshah Deep ocean Native Americans Theriodictis* Canis rufus 12:29 pm, 10 April 2013 The deep sea, or deep layer, is the lowest layeryer inin thethe ocean, Native Americans in the United States are the indigenous Urocyon Canis simensis National Geographic hosts a collection of all are you one of the existing below the thermocline and above the seabed, peoples in North America within the boundaries of the VulpesVl Projects #1billionrising ? at a depth of 1000 fathoms (1800 m) or more. Little or no present-day continental United States, Alaska, and the Stories Events Projects People Channels Trails light penetrates this part of the ocean and most of the island state of Hawaii. They are composed of numerous, organisms that live there rely for subsistence on falling distinct Native American tribes and ethnic groups, many of Observation organic matter produced in the photic zone. which survive as intact political communities. 12:25 pm, 10 April 2013 National Geographic Society Support us Follow us Stories Events Projects People Channels Trails Trails stories ever published on the site—building on the About Gifts Donate Become a Member Index Map Add media Index Map Add media Subscriptions DVDs Press Room National Geographic Society Support us Follow us Global sites Books Customer Service Newsletters Maps & Globes Advertise with us About Gifts Donate Become a Member Sustainability Sale Terms of Service Subscriptions DVDs Press Room National Geographic archive. The story stream is rich, Tierney with Pine Ridge Jobs Travel Privacy Policy Global sites Books Customer Service Recommended Recommended Hagfish Community story Contact Photography Gear Newsletters Maps & Globes Advertise with us @natgeog Sustainability Sale Terms of Service The SyFy channel recently featured NatGeo member Ariel 12:2212 22 pm, pm 10 10 April A il 2013 2013 Last updated: Last updated: Jobs Travel Privacy Policy Is unbeaching starfish 10 April 2013, 12:32 pm Shifting gears Waldman in a TV spot for their Let’s Imagine Greater campaign. Stories Events Projects People Channels Trails friday fact: Mammoth’s last 9 April 2013, 10:32 am sustainable? 28 July 2009, 08:20 am Contact Photography Gear 11 June 2008, 10:48 am Overview: The campaign aims to inspire people to imagine amazing things real-time, and can be personalized. tooth, equivalent to our Overview: After 150 years of broken promises, the wisdom teeth, weighed over 15 The hagfish, also known as the slime eel, Oglala Lakota people of the Pine Ridge – and hopefully go on to create them! Waldman worked with the National Geographic Society Support us Follow uspounds. is a primitive bottom-dweller with no jaws, Reservation in South Dakota are nurturing Back to Top  teeth, or stomach. The animal lacks even team at SyFy to help them engage communities online to “imagine their tribal customs, language, and beliefs. A true eyes but it does have an incredible, and © 2015 National Geographic Society. All rights reserved. About Gifts Donate Become a Member rare, intimate portrait shows their resilience somewhat disgusting, defense mechanism. greater” in exploring space. Subscriptions DVDs Press Room in the face of hardship. Back to Top  more > Global sites Books Customer Service © 2015 National Geographic Society. All rights reserved. Newsletters Maps & Globes Advertise with us technology syfy hack day 68 14 Sustainability Sale Terms of Service Italy Cycling Spirituality ... Jobs Travel Privacy Policy fishing starfish sustainability sea creatures bottom feader 234 106 Contact Photography Gear Re-design access. Black Hills 1:36 pm Crittercam: virtual deep sea 11 July 2011, 02:35 pm Wednesday, 10 April 2013 20 June 2012, 3:28 pm lakota reservation history south dakota treaties indigenous 368 105 When it rains it Of Mammoths Re-imagine pours and men Wicked tuna History: Native All stories are tagged and are navigable through Back to Top  Tracking Mammoths Last updated: Americans © 2015 National Geographic Society. All rights reserved. 10 April 2013, 12:32 pm NatGeo Kids Evgenia Arbugaeva Overview: Last updated: Lakota Cloud burst Fresh off a transmission fix, the Hard 5 February 2013, 10:00 am After being frozen for thousands Merchandise runs across another deep sea ocean floor of years in a Siberian riverbed, search, fi lters, and tags. mechanical issue. Overview: Rites of passage this pristine mammoth tusk is a Native Americans were the first people to 6 July 2008, 04:59 am financial boon to the hunter who live in North America. Learn about the found it. Deep sea challenge varied cultures and history of the original 15 December 2012, 12:00 pm Americans.

tuna vessels fishing 1280 236

Ritual Tattoo Scarification ... Provide curation tools. native americans history north america 160 15 Hammerhead submarine ocean floor james cameron sharks World’s deadliest Cahokia

Last updated: unearthed Readers curate stories as trails or lists, to be mammoths siberia hunters 106 37 10 April 2013, 12:32 pm Last updated: Overview: 10 April 2013, 4:30 pm This shark’s distinctive head is designed 12:30 pm Overview: for greater agility and panoramic vision, Wednesday, 10 April 2013 making the hammerhead a hunter to be Cahokia was the apogee, and perhaps followed, shared, and read later. reckoned with. the origin, of what anthropologists call Illegal logging has all but wiped out Peru’s mahogany. Loggers are Mississippian culture—a collection of Mahogany’s agricultural communities that reached turning their chain saws on lesser known species critical to the health across the American Midwest and Southeast last stand starting before A.D. 1000 and peaking of the rain forest. around the 13th century. Peru’s red gold Mahogany is the crown jewel of the Amazon, soaring in Scott Wallace magnificent buttressed columns high into the forest canopy. Its sharks biology 609 113 rich, red grain and durability make it one of the most coveted building materials on Earth, favored by master craftsmen, a symbol Load more videos ... National archaelogy native americans st louis 208 37 of wealth and power. A single tree can fetch tens of thousands of Enable connections. dollars on the international market by the time its finished wood Load more videos ... reaches showroom floors in the United States or Europe. Stories Events Projects People Channels Trails After 2001, the year Brazil declared a moratorium on logging big- leaf mahogany, Peru emerged as one of the world’s largest suppliers. Stories connect people, events, channels, projects, Stories Events Projects People Channels Trails National Geographic Society Support us Follow us The rush for “red gold,” as mahogany is sometimes called, has left

About Gifts Donate Become a Member many of Peru’s watersheds—such as the Alto Tamaya, homeland of a National Geographic Society Support us Follow us Subscriptions DVDs Press Room group of Ashéninka Indians—stripped of their most valuable trees. Global sites Books Customer Service and trails. Stories build community by connecting About Gifts Donate Become a Member The last stands of mahogany, as well as Spanish cedar, are now Newsletters Maps & Globes Advertise with us Subscriptions DVDs Press Room nearly all restricted to Indian lands, national parks, and territorial Sustainability Sale Terms of Service Global sites Books Customer Service Jobs Travel Privacy Policy reserves set aside to protect isolated tribes. Newsletters Maps & Globes Advertise with us Contact Photography Gear Sustainability Sale Terms of Service more > people through ideas to the site and to one another. Jobs Travel Privacy Policy Contact Photography Gear peru logging rain forest amazon 208 52

12:08 pm Back to Top  Wednesday, 10 April 2013 © 2015 National Geographic Society. All rights reserved. Manatee mania Back to Top  © 2015 National Geographic Society. All rights reserved. I love you Manatee

Paul Nicklen

Every winter, people descend upon Crystal River Springs to adore the manatees. But are we loving them to Geographic death?

01:16

manatee florida tourism 286 114

11:06 pm Wednesday, 10 April 2013

FOUND

Tourists explore massive dead tree with tunnel cut out for a road in Sequoia National Forest, May 1951. In December 2012, we published a portrait of a giant 247 foot Sequoia called the President.

Photograph by Andrew H. Brown, National Geographic

Four Stories trees california vintage natgeo 1950’s photography cars 108 322 Stories come from many people and places > 10:56 pm Wednesday, 10 April 2013 What is Traditional National Geographic photographers and writers, community storytelling, fracking? Bakken shale oil and personal narratives are sources of stories. Rachel Harrington Shea Watch this video animation to learn how the process of hydraulic fracturing, known as fracking, forces oil from the ground in North Dakota.

Aaron Huey 12 Aaron Huey 12

People Search ... A Stories Search ... A

about the Future Salon Index Timeline Tree of life Map Tell your story Aaron Huey 02:11 Profile Stream Activity Stories Projects Events Blog Media Trails Community fracking north dakota 378 89

Any involvement All types All timeframes No tags Reset filters Pine Ridge 10:42 pm Wednesday, 10 April 2013 Community story 68 elements Lakota Reservation History South Dakota Treaties Spirituality Indigenous (40 more)

Salon Index Timeline Tree of life Map Create new project Advice for a young man 49:31 Overview: After 150 years of broken promises, the Oglala Lakota Walking across America It’s rare we take the time to listen to hour-long radio people of the Pine Ridge Reservation in South Dakota In the shadow stories anymore, but I hope you’ll listen to this one, are nurturing their tribal customs, language, and Andrew Forsthoefel maybe twice. It’s an epic journey, a coming of age beliefs. A rare, intimate portrait shows their resilience Aaron’s stories of Wounded Knee story, and a portrait of this country–big-hearted, in the face of hardship. wild, innocent, and wise. I co-produced it, but the credit goes to Andrew Forsthoefel, a first-time Carrying on the radio producer, who set out at age 23 to walk across Feature article: America, East to West, 4000 miles, with a sign on Pine Ridge resistance him that said, “Walking to Listen.” Eventually, he Community story Recommended showed up here in Woods Hole. Andrew didn’t In the shadow intend to make a radio story–he just wanted to listen to people. You’ll hear in Andrew’s interviews his Last updated: quality of attention. He is a magnet for stories and 10 April 2013, 12:32 pm of Wounded Knee Shifting gears for the desire to connect. This hour is culled down From: 28 July 2009, 08:20 am from 85 hours, an epic task in itself. Andrew has written extensive notes on his process that might be helpful for anyone undertaking a sprawling project. Transom is also collaborating with our friends at Cowbird as Andrew maps his journey, steadily adding new entries in the coming weeks. We hope you’ll listen, and ask questions

Arlette Loud Hawk 4 April 2013, 10:30 am america walking hiking prx 210 31

Italy Cycling Spirituality ... Teenagers Cover story, August 2012 issue Alexandra Fuller Black Hills 15 August 2012, 9:00 am 11 July 2011, 02:35 pm

Most recent addition: Other entries: TheTThh lolosstt lanllaa d Lakota

Overview: Imagine a storytelling platform— After 150 years of broken promises, the Oglala Lakota people of the Pine Ridge Aaron Huey Reservation in South Dakota are nurturing 26 March 2013, 7:40 pm their tribal customs, language, and beliefs. A Lakota Cloud burst rare, intimate portrait shows their resilience in the face of hardship. 01:43 Rites of passage Overcrowded 6 July 2008, 04:59 am Marisa Snider Micheyla Emery 12 March 2013, 11:05 am

lakota reservation south dakota treaties 234 567 Reservation

Most recent addition: Other entries: Little Wound Aaron Huey 26 March 2013, 7:350 pm School Alexandra Fuller 14 March 2013, 7:01 am Personal narrative Ritual Tattoo Scarification ...

Last updated: 5 October 2012, 08:46 pm Hope for the future

Overview: This is a collection of stories from students at Little Wound School located in Kyle, Behind South Dakota on the Pine Ridge Indian the Reservation. Words connecting members to the things Glorianna Under Baggage Podcast Charlie Cuny NGS 22 January 2013, 11:00 am 10 February 2013, 8:04 am

Olowan Thunder Hawk Martinez art deadwood healing lakota 234 567 28 January 2013, 12:30 pm The sweat lodge The sun dance tree

Faces of Peru Land isn’t money Magazine story

From:

Rick Two Dogs Rick Gray Grass 20 December 2012, 4:22 pm 5 January 2013, 5:00 pm

Alex White Plume 30 December 2012, 1:07 pm they care about. Cloud Ridge The moment: ““We’re in disruptive times. There are people in your ““And you’re trying to fi nd I would be loyal to anything cover potential

peru travel indigenous 234 567 Micheyla Emery 18 December 2012, 9:20 pm

Load more stories ... Oscar Jealous of Him And if we don’t push out ahead community that you could people that bring out the best that’s a consistent, positive 15 December 2012, 6:08 pm Ritual and become the disruptors, collaborate with who would be in you. We spend our lives source of information, focused Stories Events Projects People Channels Trails National Geographic Society Support us Follow us

About Gifts Donate Become a Member Subscriptions DVDs Press Room Global sites Books Customer Service we will be disrupted.” sort of this distributed network trying to fi nd our tribe.” on whatever I’m interested in.” Newsletters Maps & Globes Advertise with us Sustainability Sale Terms of Service Jobs Travel Privacy Policy helping each other to make Contact Photography Gear

Back to Top  things happen.” © 2015 National Geographic Society. All rights reserved.

—Aaron Huey —Ariel Waldman —Tierney Thys —Brian Keefe 6 7

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 19 We also helped NGS build a Member Center …

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 20 … and launch a real-time member database – a platform with APIs to support all NGS services.

Consumer calls support center...

... response enhanced by operator access to member data. Support

Member’s Own View Public View Support View Marketing View ESP Offers Links member ‘states’ Personalized to user to appropriate offers

Member Input Manual (Explicit)

Phone Call Consumer Member Data Personalization Engine Content + Services - Identifying info Links member interests Personalized to user - Account info to content topics - Preferences - Interests - History Member Actions - Social Info Automatic (Implicit) - UGC (Content)

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 21 Late this spring NGS launched “Your Shot” – the first NGS service to take advantage of the new member platform.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 22 The changes at NGS exemplify several connected trends, applicable to many other organizations and industries.

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 23 1 People want meaning.

“Millennials don’t just want to buy your brand, they want to be part of it. They’re looking for ways to participate.” — Barkley EVP Jeff Fromm

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 24 1 People want meaning.

“I envision a 21st century form of business where the everyday consumer is helping shape the social contract … It’s a business world that is moving from value-based transactions to values-based partnerships.” — Unilver CEO Paul Polman

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 25 1 People want meaning.

Traditional Emerging Consumer / user Member / participant Buy stuff Make meaning Passively receive goods Actively co-create experiences Atomized transaction On-going relationships Mass broadcast Personal conversations Interruption-driven Engagement-focused Seller knows more Information balance

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 26 Every product has a story

EveryWith traditional product products, has merchants a story have limited knowledge of how customers use products. 2 All organizations have stories to tell, and products tell customer stories. makes first version of With traditional products, merchants have limited knowledge of how customers use products. is used by may provide feedback through may suggest insights to

makes next version of Merchant Product Customer Sampling Techniques

makes first version of - customer support call Traditional - survey is used by may provide feedback through - usability studymay suggest insights to - focus group makes next version of - ethnographic study products Merchant Product Customer Sampling Techniques - customer support call - survey - usability study - focus group - ethnographic study

With web-based services, merchants can have almost complete knowledge of customer behavior.

Web-based With web-based services, merchants can have almost complete knowledge of customermay behavior. provide feedback through may suggest insights to services Sampling Techniques may provide feedback through may suggest insights to makes first version of

is used by actions recorded in Sampling Techniquesprovide hard data for decisions

makes next version of Merchant Website Customer Website Logs + Analytic Tools makes first version of

is used by actions recorded in provide hard data for decisions

makes next version of Merchant Website Customer Website Logs + Analytic Tools

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 27

Dubberly Design Office / Version 1.0 / May 14, 2013 5

Dubberly Design Office / Version 1.0 / May 14, 2013 5 An organization’s3 An organization’s values matter values more than matter ever more than ever.

Values Values + + Goals Goals

recognized by

Values Values + + Goals Goals

In small communities, where people shop locally and don’t often move away, you might know your baker, or barber, or doctor for years; and they might get to know you: Customer 1 Craftsman - recognize you - remember - understand - trust - like - consider you a community member - personalize interactions with you receives tailored response from That’s what it means to be a “regular.” Repeated interaction builds understanding, trust, and loyalty Regulars may also know one another.

* What you buy and where, Merchants connect with regulars, how much and how often, and regulars connect with each other, because they belong to the same community Dubberly Design Office · Engaging members to re-imaginehas National to do Geographic with personal · 18 June 2013values. 28 and share experiences and values. These decisions are affected by perceptions about the seller’s values.

Dubberly Design Office / Version 1.0 / May 14, 2013 2 4 All organizations are social networks.

Social Network Services enable key activities that build traffic, loyalty, and affinity.

– Defining ourselves (curating identity) – Collecting and sharing digital artifacts Collect in order to remember – Remember to re-live – Re-live by sharing – Share in order to connect – Connect to be seen and appreciated – Be seen in order to participate – Participate to create new possibilities – Communicating with friends and staying in touch – Finding others with shared interests – Following what others are thinking and doing – Planning events (meeting in the physical world) – Making common cause (organizing for change) – Creating shared projects (for fun or profit)

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 29 CRM is core—youCRM have is to core—you know your have customer to know your customer CRM is core—you have to know your customer 5 CRM is now core – you have to know your customer.

New products + services New products + services built on the MMDB. built on the MMDB. New products + services built on the MMDB.

Business Business Business Business

Business Business

MM MM Marketing Marketing DB DB MM Marketing DB CRM CRM

Mar-com Mar-com CRM Mar-com Mar-com Mar-com Mar-com CRM MM CRM MM DB DB Marketing Marketing CRM MM DBMember Member Marketing Marketing Marketing MemberDatabase Database Marketing Database Existing model of CRM Emerging model of CRM

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 30 Existing Model of CRM Existing Model of CRM Emerging Model of CRM Emerging Model of CRM

ExistingTraditionally Model CRM of CRM has been on theTraditionally periphery CRM has been on the periphery EmergingIn the last Model few years, of CRM businessesIn have the last few years, businesses have of a business: not the product itself,of a business: not the product itself, begun to know their customers begunin “real-time.” to know their customers in “real-time.” Traditionallybut part of marketing CRM has beenthe product, on thebut periphery part of marketing the product, InCRM the lasthas fewmoved years, to the businesses heart of CRMbusiness,have has moved to the heart of business, ofa aspecialty business: within not the mar-com, product itself,a specialty within mar-com, begunand member to know marketing their customers databases inand “real-time.” have member marketing databases have butoften part outsourced of marketing to third-parties,the product,often like outsourcedResponsys, to third-parties, like Responsys, CRMbecome has movedessential. to theHowever, heart ofCRM business,become suppliers essential. However, CRM suppliers awith specialty data-management within mar-com, handledwith by specialized data-management handled by specialized andwould member like to marketing maintain thedatabases old modelwould have as like long to maintain the old model as long oftenfourth-parties, outsourced like to Epsilon.third-parties,fourth-parties, like Responsys, like Epsilon. becomeas possible, essential. resulting However, in odd CRM internal-as suppliers possible, resulting in odd internal- with data-management handled by specialized wouldexternal like hybrids. to maintain the old modelexternal as long hybrids. fourth-parties, like Epsilon. as possible, resulting in odd internal- Isolated services Isolated services externalIntegrated hybrids. whole Integrated whole

IsolatedMar-com services function Mar-com function IntegratedCore part wholeof product offering Core part of product offering

Mar-comExternal functionor peripheral External or peripheral CoreCentral part to of the product business offering Central to the business

ExternalAd hoc developmentor peripheral Ad hoc development CentralDefined to plans; the business shared standardsDefined plans; shared standards

Ad hoc development Defined plans; shared standards

Dubberly Design Office / Version 1.0Dubberly / May Design14, 2013 Office / Version 1.0 / May 14, 2013 6 6

Dubberly Design Office / Version 1.0 / May 14, 2013 6 Businesses createBusinesses value by create enabling value others by enabling to create others value to create value 6 Businesses create value by enabling others to create value.

provides goods provides goods

“Apps” “Apps” Platform Platform

Producer Producer Consumer Consumer Producer Producer Consumer Consumer Platform Provider Platform Provider

$ $ $ $ $ $

receives payment receives payment

Traditional producers sellTraditional goods and producers services sell goods and services Platform providers open spacesPlatform for providers others to open spaces for others to and in return receive compensation.Traditionaland in return receive compensation.producers createPlatform value—often by providersdefiningcreate value—oftenrules for by defining rules for connecting hardware andconnecting software. Third-party hardware and software. Third-party

Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 “add-ons” increase the popularity“add-ons” of increase the platform. the popularity of the platform.31 Popular platforms attractPopular “developers.” platforms attract “developers.”

Dubberly Design Office / VersionDubberly 1.0 Design / May Office14, 2013 / Version 1.0 / May 14, 2013 3 3 Special thanks to Robin Bahr Shelley Evenson Michael Gallagher Paul Pangaro

[email protected]

Presentation posted at www.dubberly.com/presentations/Re-imagining_NatGeo.pdf