PBAA Conference June 16, 2015

Topics

• How National Geographic is finding new audiences with social media

• Expanding opportunities to engage with us

• Using traditional media techniques to inform our new media choices

• Bringing it together with Membership

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• Named top U.S. brand in 2014 and

2015 (Q1)

• 100+ Social Media Accounts with

combined fan base of over 100MM

• 80 / 20 for International / US fans

Main Accounts

Facebook 35MM

Twitter 9.3MM

Google+ 8MM

Pinterest 800K

Instagram 20MM

WHERE WE ARE

Engagement

Traffic

Revenue

Compelling

Content

Social

Editorial

Ad Impressions

Subscription &

Product Sales

BALANCE SOCIAL MEDIA GOALS

• Tease to Content

• Calls to Action

• Relevant, Related Content

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CONVERT FANS TO SUBSCRIBERS

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Our January 2014 issue comes out on newsstands tomorrow, which cover do you like

best? Check back tomorrow to find out which one was chosen by our editors!

SPARK COMMUNITY’S INTEREST

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FOLLOW THROUGH

Our January issue is now on

newsstands! Take a look at the

issue here:

On the cover: meet the rich and

powerful Amazon tribe that is

battling a dam that will not die.

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GENERATE AWARENESS

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WHAT DO YOU WANT THE COMMUNITY TO DO?

• Test ways to organically reach

consumers

•Provide strong, clear calls to

action

• Reached: 500K

• Engagement: 12K

• Traffic to Subscribe page: 12K

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SHARE COMPELLING, RELEVANT CONTENT

• Live Engagement Events

• Emerging Platforms

• Cross-platform Opportunities

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MOVE BEYOND SHARING

• Print piece

• Digital story

• Instant Article, mobile

optimized experience

• 2.8MM reach

• 45K engagements

MULTIPLATFORM EXPERIENCES

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ENGAGE BEYOND SHARING

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LIVE ENGAGEMENT EVENTS

CROSS-PLATFORM OUTREACH

• Build loyal, engaged

fanbase

• Connect with us wherever

you are

NEW OPPORTUNITIES

Membership Initiatives• National Geographic is a membership organization

founded in 1888• Historically membership has included print magazine• Currently membership includes

3.9 million magazine3.3 million registered/community members

• Today we are focused on delivering value to both member classes and developing more

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Launched new responsive

“benefits” page within the Member

Center

Operationalized member discounts

on National Geographic products

Created the ability for subscribing

members to have one single

account (in deployment now)

Composed automated engagement

messages for Member Center

inboxes (in development)

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Digitized newsstand special issues—

subscribing members will receive

access to a new one each month

Launched daily NGM subscription

give-away in Your Shot for the “Top

Shot” winner (i.e., the member photo

with the most member favorites)

DIGITIZED SPECIAL ISSUES NEW DAILY GIVE-AWAY

Launched new twice-monthly NGM

engagement email on April 2 just for

subscribing members

Re-focused twice-monthly Inside Nat Geo

to highlight the best site content for all

members

Continued the twice-monthly What’s

Happening at Your Shot to members that

are active in our Your Shot photography

community

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COMMUNITY MEMBERS

support our work by

registering and then engaging

in an ongoing digital

relationship with our content,

our work, our explorers, and

our offerings.

SUBSCRIBING MEMBERS

support our work through a

yearly membership fee and

receive one of our magazines

as well as exclusive online

content and benefits.

CONTRIBUTING MEMBERS

support our work by donating

monetary gifts that fund our

nonprofit scientific,

exploration, conservation, and

education work.

Discover Your Member Benefits

Your purchase supports our nonprofit work and makes you part of our global community.

Thank you for sharing our belief in the power of science,

exploration and storytelling to change the world.

To activate your member benefits, complete your free

membership profile at natgeo.com/url

Apps*

Books

Store*

Licensing*

DVDs

DEFINITIONS DEVELOPED

WITH BRAND MARKETING

NEW EXTERNAL

UNIVERSAL JOIN LANGUAGE NEW UNIVERSAL

EMAIL FOOTER

Wrap UpWe are focused on delivering compelling

contentWhere today’s audience seeks it

In a format that inspires the consumerWith opportunities to support the work of the

Society through:Engagement Purchases Donation

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