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