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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
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
5
core activities
Builds audience relationship and brand power
Monetize the brand power
Defines brand create content
1.
distribute content
2.
consumer products
& experiences 3.
6
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
7
“Nat Geo becomes arguably News Corp’s most innovating digital publishing asset.”
Emily Bell, The Guardian
9
10
“Nat Geo remains king of the social media jungle”
AdWeek
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. 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
15
channel 2.0
The world’s leading destination for PREMIUM science, adventure, and exploration content
16
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
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
18
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
19
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
20
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
21
multi-platform engagement
22
social media reach
24
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
26
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
27
ng.com NG Instagram page
28
social media platforms
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driving engagement
30
driving engagement and revenue
31
Facebook native video Sponsored media Instagram contests
3 examples of how things are changing
Unified digital presence
Your Shot photo community
Nat Geo ONE
33
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
34
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
35
what is your shot? custom assignment
2. most engaged community
36
what is your shot? custom assignment
2. most engaged community
what is your shot? custom assignment photo walk
37
3. Nat Geo ONE vision
38
mission at the core
40
41
Animals on the Brink
Northern white rhinoceros:
Approximately 4 survive
42 Gold Snub-nosed monkey:
Approximately 10,000 survive
Animals on the Brink
43
Animals on the Brink
Columbia Basin Pygmy rabbit:
0 survive
44
we believe in the power of science, exploration,
and storytelling to change the world