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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strengthening NG’s mission
Virtuous cycle reaching 730+ million worldwide each month
Audience, Exploration Experiences Magazine resources & reach
National Travel National Kids Geographic Geographic Science Partners Society Museum
Books Digital
Consumer Content, talent & Education Products discoveries
5 core activities
create content 1. Defines brand
distribute content Builds audience relationship 2. and brand power
consumer products Monetize the 3. & experiences brand power
6 strategic priorities
Multiplatform Global Travel Kids 1. media 2. experiences 3. 4.
. Magazines . Family . Travel & . Kids channel “edutainment” exploration . Books . Kids & family centers . Expeditions products . Digital . NG Live! Speaker . Lodges . Kids & family . Video Series entertainment . Private jet tours . Photography . Events & exhibits . Branded camps . Expert curation . Social community . Location-based entertainment
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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
10 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
13 5 principles of journalism
Make a Do what Be part of the Know who Act urgently 1. difference 2. others can’t 3. conversation 4. 5. you are what goes into creating our content
1. Real time 2. Frequency 3. Personalities 4. Local 5. Visual
15 channel 2.0
The world’s leading destination for PREMIUM science, adventure, and exploration content
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our reach
Domestic, International, and Digital Editions National Geographic NationalGeographic.com Channel Custom Microsites Nat Geo WILD E-Newsletters Magazines Digital Media Television
Apps 19 Million Images Gaming Custom Photography Image Maps Mobile Sales Books Definitive Cartography Photography Custom Mapping Education Nonfiction Children’s Atlases Books Curriculum Contests Store GeoBee 730 million Features Social IMAX Films Media Expeditions people per Films Documentaries Facebook month through Events Twitter Nat Geo Adventures YouTube Family Travel all our media National Geographic LIVE! Private Jet Trips platforms Photo Exhibits Custom Events 18 Media Assets Aspen Environment Forum our reach
KEY Magazines and NG MAGAZINE MAPS ESTONIA NG TRAVELER INTERNATIONAL HOME LATVIA ENTERTAINMENT LITHUANIA NG KIDS Books TRAVELING EXHIBITS NORWAY BOOKS NG LIVE & SPEAKERS BUREAU SWEDEN INTERNATIONAL reach over LICENSING SCIENCE & EXPLORATION PROGRAMS BELGIUM 200 million per month DENMARK CROATIA RUSSIA FINLAND CZECH REPUBLIC CANADA FRANCE HUNGARY In countries GERMANY POLAND 80 ROMANIA ITALY CHINA IRELAND SERBIA INDIA SLOVAKIA NETHERLANDS INDONESIA in SLOVENIA 40 languages PORTUGAL JAPAN SPAIN KOREA SWITZERLAND BULGARIA MONGOLIA UNITED KINGDOM GREECE 8 million monthly DOMINICAN REPUBLIC SINGAPORE UKRAINE GRAND CAYMAN TAIWAN MEXICO /LATIN AZERBAIJAN THAILAND 140 local partners AMERICA GEORGIA VIETNAM IRAN AUSTRALIA ISRAEL NEW ZEALAND BRAZIL TURKEY 2.4 million books UNITED ARAB EMERATES EGYPT sold in local languages SOUTH AFRICA
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KEY NG MAGAZINE MAPS ESTONIA NG TRAVELER INTERNATIONAL HOME LATVIA ENTERTAINMENT LITHUANIA NG KIDS TRAVELING EXHIBITS NORWAY BOOKS NG LIVE & SPEAKERS BUREAU SWEDEN INTERNATIONAL LICENSING SCIENCE & EXPLORATION PROGRAMS BELGIUM DENMARK CROATIA RUSSIA FINLAND CZECH REPUBLIC CANADA FRANCE HUNGARY GERMANY POLAND ROMANIA ITALY CHINA IRELAND SERBIA INDIA reaches over SLOVAKIA NETHERLANDS INDONESIA SLOVENIA PORTUGAL JAPAN SPAIN KOREA 500 million SWITZERLAND BULGARIA MONGOLIA UNITED KINGDOM GREECE DOMINICAN REPUBLIC SINGAPORE UKRAINE households GRAND CAYMAN TAIWAN MEXICO /LATIN AZERBAIJAN THAILAND AMERICA GEORGIA VIETNAM IRAN in 171countries AUSTRALIA ISRAEL NEW ZEALAND BRAZIL TURKEY UNITED ARAB EMERATES in 45 languages EGYPT SOUTH AFRICA
20 consistent global growth
… in addition, NG has 55 branded …and growing international 25 MILLION magazine and news sites in UNIQUES… 35 languages, with +25% a total digital reach of over 11M uniques in each month 3 years
2011 2013 2015 2016
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multi-platform engagement
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social media reach
170 million fans
20 million followers 8 million views
53 million followers
24 social leadership
Total Total Fans/ Rank Brand Actions Content 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; 25 Shareablee pioneering new media frontier
National Geographic’s incredible brand equity and premier content makes brands look to us when launching new products
Instagram Facebook Twitter Snapchat apple news
26 social media platforms
27 Instagram
NG Instagram page ng.com
28 social media platforms
29 driving engagement
30 driving engagement and revenue
Facebook native video Sponsored media Instagram contests
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3 examples of how things are changing
1. Unified digital presence
2. Your Shot photo community
3. Nat Geo ONE
33 1. unified digital hub
Television Publishing Premiere programming on two Nat 4 + local editions of Nat Geo Geo PayTV channels magazines
Second-window NG content on other media groups ….+ Nat Geo books, collectable editions, sticker series
Digital
3 + Nat Geo websites 3+ Facebook pages Multiple Twitter accounts Multiple Instagram accounts 34 1. unified digital hub
Create a unique, brand- . Richer and more fulfilling experience for Nat Geo fans driven, state-of-the-art Nat . Stronger Nat Geo digital value proposition for advertisers Digital Geo destination across all . More effective cross-selling opportunities for Nat Geo relevant digital media products
Build solid partnership . Coordinated PR & marketing efforts to promote between Channel & NG priorities PR & Publishing arm to drive Marketing . Stronger cross-promotion between TV and publishing additional growth on TV & contextualized recommendations of content and publishing available on other media formats
Seize new commercial . Larger share-of-investment/new clients successfully opportunities by captured through fully integrated multi-media advertising AdSales pitching fully integrated projects “360 projects” . Cross-selling Nat Geo inventory to advertisers currently investing in a single Nat Geo medium
35 2. most engaged community
what is your shot? custom assignment
36 2. most engaged community
what is your shot? custom assignment photo walk what is your shot? custom assignment
37 3. Nat Geo ONE vision
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mission at the core
40 Animals on the Brink
Northern white rhinoceros: 41 Approximately 4 survive Animals on the Brink
Gold Snub-nosed monkey: 42 Approximately 10,000 survive Animals on the Brink
Columbia Basin Pygmy rabbit: 43 0 survive 44 we believe in the power of science, exploration, and storytelling to change the world