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National Geographic Way Innovating through storytelling the National Geographic way Digital Innovation Summit Berlin, March 22, 2016 Yulia Petrossian Boyle SVP, International Media National Geographic Partners 2 3 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 7 “Nat Geo becomes arguably News Corp’s most innovating digital publishing asset.” Emily Bell, The Guardian 9 “Nat Geo remains king of the social media jungle” AdWeek 10 ingredients of success • compelling visually-led content • multi-platform distribution • engaging user experience 11 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 16 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 19 our reach 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 21 multi-platform engagement 22 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 31 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 38 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 .
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