Fjord San Francisco 18 June 2013 Engaging members...
Transcript of Fjord San Francisco 18 June 2013 Engaging members...
Hugh DubberlyDubberly Design Office
Fjord San Francisco 18 June 2013
Engaging members to re-imagine National Geographic
2Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
The National Geographic Society was founded 125 years ago, along the lines of European research societies.
3Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
NGS was – and remains – a member-based, non-profit,providing both education and entertainment.
4Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
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
5Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
In 1888, the same year NGS was founded, it began publishing a journalto record its research – The National Geographic Magazine.
6Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
In 1911, the magazine published a series of photos of Lhasa, Tibet,causing a sensation and selling out.
7Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
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.
8Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
The brand has deep roots in US culture and has spread around the world.
9Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
Now, NGS faces the challenges of “digital convergence” –an existential threat to all traditional media organizations.
Computing
BroadcastingPubl
ishin
g
10Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
Subscriptions and ad revenue are dropping in the core print business,and subscriber median age is rising.
4651
Median age
Subscribers
12,000,000
8,000,000
2005 2010
20%
10%
30%
40%
50%
11Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
NGS’s cable business is healthy today, but for how long?
% of total media consumption time vs % of advertising spending (USA 2012)
Print Radio TV Internet Mobile6
23
1410
42 43
2622
12 3
~$20B+opportunity in USA
Internet Ad = $37BMobile Ad = $4B
0%
Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013 12
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
13Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
To its credit, NGS has undertaken several digital initiatives.
14Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
But most have been focused on “monetization” –e.g., building a pay wall.
15Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
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.
16Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
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”.
January1 2 3 4 5 6
3121110198714 15 16 17 18 19 2021 22 23 24 25 26 2728 29 30
… other members … explorers … research … content
Connecting members to …
… the diversity of life … events … the society … the future
17Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
We helped NGS think through these issues –and we used prototyping to help imagine user experiences.
NatGeo Now
Your Shot12:46 pm, 10 April 2013
Lecture12:38 pm, 10 April 2013
Alexandra Fuller7:30pm, 1 June 2013Massey HallWashington, D.C.
@patrickroe12:34 pm, 10 April 2013
he speed-dated 37 languages before he fell in love with one: bit.ly/WLsQ6N. From the pod archive @pritheworld
@angshah12:29 pm, 10 April 2013
are you one of the #1billionrising ?
@natgeo12:22 pm, 10 April 2013
friday fact: Mammoth’s last tooth, equivalent to our wisdom teeth, weighed over 15 pounds.
Observation12:25 pm, 10 April 2013
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12Brian Keefe
Chordata
Deuterostome
Protosomia
Ecdysozoa
Platyzoa
Lophotrochozoa
Vertebrata
Incertae sedis
Gnathostomata
Tunicate
Echinodermata
Hemichordata
Xenoturbellida
Cephalochordata
Eukaryota
Animalia
Parazoa
Fungi
Amoebae
Plantae
Chromaveolata
Rhizaria
Excavata
Eumetozoa
Mammalia
Theria
Aves
Synapsida*
Reptilia
Amphibia
Actinopterygii
Placodermi*
Sarcopterygii
Chondrichthyes
Conodonta*
Tetrapoda
Osteichtyes
Incertae sedis
Placentalia
Marupialia
Carnivora
Caninformia
Feliformia
Laurasiatheria
Euarchontoglies
Boreoeutheria
Xenartha
Eutheria
Metatheria
Bobolestias*
Juramaia*
Montanalestes*
Murtoilestes*
Prokennalestes*
Cimolesta*
Placentia
Ferae
Erinaceomorpha
Chiroptera
Cetecea
Artiodactyle
Dermoptera
Afrotheria
Afrosoricida
Macroscelida
Tubulidentata
Hyracoidea
Proboscidea
Sirenia
Lagomorpha
Primates
Rondentia
Scandentia
Perissodactyla
Soricomorpha
Pholidota
Atelocynus
Cerdocyon
Chrysocyon
Cuon
Cynotherium*
Dusicyon*
Eucyon*
Leptocyon*
Lycolopex
Lycaon
Nurocyon*
Nyctereutes
Otocyon
Protocyon*
Speothos
Theriodictis*
Urocyon
Vulpes
Xenocyon*
Canis
Canis latrans
Canis adustus
Canis appoloniensis*
Canis armbrusteri*
Canis aureus
Canis cedazoensis*
Canis dirus*
Canis edwardii*
Canis ferox*
Canis lepophagus*
Canis lupus
Canis lupus familiaris
Canis lupus dingo
Canis mesomelas
Canis primigenius*
Canis rufus
Canis simensis
Canidae
Caninae
Vulpini
Amphicyonidae*
Hemicyonidae*
Arcotoidea
Ursidae
Ursoidae
Ailurdae
Enaliarctidae*
Odobenidae
Otariidae
Phocidae
Mephitidae
Mustelidae
Musteloidae
Pinnipedia
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Canis latrans
OrderDomain Kingdom Phylum Class Genus SpeciesFamily
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Coyotes
The coyote, also known as the American jackal, brush wolf, or the prairie wolf, is a species of canine found throughout North and Central America, ranging from Panama in the south, north through Mexico, the United States, and Canada. It occurs as far north as Alaska and all but the northernmost portions of Canada.
12Aaron Huey
On the praire27 October 2009, 1:45 pm
coyote folk singer ... 368 54
5 more stories ...
Coyotes
18Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
We then created a video to help NGS share the ideas internally.
19Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
… and we created a large-format print booklet to accompany the video.
Four Stories about the Future
We’re in disruptive times.
And if we don’t push out ahead
and become the disruptors,
we will be disrupted.”
—Aaron Huey
“ “ “ “There are people in your
community that you could
collaborate with who would be
sort of this distributed network
helping each other to make
things happen.”
—Ariel Waldman
And you’re trying to fi nd
people that bring out the best
in you. We spend our lives
trying to fi nd our tribe.”
—Tierney Thys
I would be loyal to anything
that’s a consistent, positive
source of information, focused
on whatever I’m interested in.”
—Brian Keefe
EngagingMembers to Re-imagineNationalGeographic
Refine by postal code, city, or place (e.g. Disney World) ...Refine by postal code, city, or place (e.g. Disney World) ...
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12Aaron Huey
Coyotes
The coyote, also known as the American jackal, brush wolf, or the prairie wolf, is a species of canine found throughout North and Central America, ranging from Panama in the south, north through Mexico, the United States, and Canada. It occurs as far north as Alaska and all but the northernmost portions of Canada.
Coyotes
On the praire27 October 2009, 1:45 pm
ccoyooyottee ffolk singeolk singerr ...... 368368 5454
55 more stor more storiies ...es ...
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Title DateMedia Topics User
Reset filtersAny involvement All types All timeframes Coyotes
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12Aaron Huey
Coyotes
The coyote, also known as the American jackal, brush wolf, or the prairie wolf, is a species of canine found throughout North and Central America, ranging from Panama in the south, north through Mexico, the United States, and Canada. It occurs as far north as Alaska and all but the northernmost portions of Canada.
Carnivora
Caninformia
Feliformia
Xenartha
Metatheria
Prokennalestes*
Ferae
Erinaceomorpha
Chiroptera
Cetecea
Perissodactyla
Soricomorpha
Pholidota
Atelocynus
Cerdocyon
Chrysocyon
Cuon
Cynotherium*
Dusicyon*
Eucyon*
Leptocyon*
Lycolopex
Lycaon
Nurocyon*
Nyctereutes
Otocyon
Protocyon*
Speothos
Theriodictis*
Urocyon
Vulpes
Canis
Canis latrans
Canis adustus
Canis appoloniensis*
Canis armbrusteri*
Canis aureus
Canis cedazoensis*
Canis dirus*
Canis edwardii*
Canis ferox*
Canis lepophagus*
Canis lupus
Canis lupus familiaris
Canis lupus dingo
Canis mesomelas
Canis primigenius*
Canis rufus
Canis simensis
Canidae
Caninae
Vulpini
Amphicyonidae*
Hemicyonidae*
Arcotoidea
Ursidae
Ursoidae
Ailurdae
Enaliarctidae*
Odobenidae
Otariidae
Phocidae
Mephitidae
Mustelidae
Musteloidae
Pinnipedia
Procyonidae
Canis latrans
Order Genus SpeciesFamilyErinaceomorErinaceomorErinaceomorErinaceomorErinaceomorErinaceomorErinaceomorErinaceomorErinaceomorErinaceomorphaphaphaphaphaphaphaphaphapha
V lV lVulpesVulpesVulpesVulpesVulpesVulpes
OOOOOOOO
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Timeline MapTree of lifeSalon Index Tell your story
Coyotes
The coyote, also known as the American jackal, brush wolf, or the prairie wolf, is a species of canine found throughout North and Central America, ranging from Panama in the south, north through Mexico, the United States, and Canada. It occurs as far north as Alaska and all but the northernmost portions of Canada.
12Aaron Huey
Canis latraCanis latransns
On the praire27 October 2009, 1:45 pm
cocoyyototee ffolk sinolk singgeerr ...... 368368 5454
55 m moorree stostoririeses ... ...
Coyotes
Stories have different views >
An index, a timeline, a map, and the tree of life provide views of content.
Working for changePine ridge
2:48 pm Wednesday, 10 April 2013
“Living as a teenager on the Pine Ridge Reservation near Interior, South Dakota, I drove approximately 30 miles for my first job at Badlands National Monument, which changed to ‘park’ at a later date.”
Leon Pourier
lakota reservation pine ridge 234 145
Of Mammoths and menTracking Mammoths
1:36 pm Wednesday, 10 April 2013
After being frozen for thousands of years in a Siberian riverbed, this pristine mammoth tusk is a financial boon to the hunter who found it.
Evgenia Arbugaeva
mammoths siberia hunters 106 37
Illegal logging has all but wiped out Peru’s mahogany. Loggers are turning their chain saws on lesser known species critical to the health of the rain forest.
Mahogany is the crown jewel of the Amazon, soaring in magnificent buttressed columns high into the forest canopy. Its rich, red grain and durability make it one of the most coveted building materials on Earth, favored by master craftsmen, a symbol of wealth and power. A single tree can fetch tens of thousands of dollars on the international market by the time its finished wood reaches showroom floors in the United States or Europe.
After 2001, the year Brazil declared a moratorium on logging big-leaf mahogany, Peru emerged as one of the world’s largest suppliers. The rush for “red gold,” as mahogany is sometimes called, has left many of Peru’s watersheds—such as the Alto Tamaya, homeland of a group of Ashéninka Indians—stripped of their most valuable trees. The last stands of mahogany, as well as Spanish cedar, are now nearly all restricted to Indian lands, national parks, and territorial reserves set aside to protect isolated tribes.more >
Mahogany’s last standPeru’s red gold
12:30 pm Wednesday, 10 April 2013
Scott Wallace
peru logging rain forest amazon 208 52
01:16
Every winter, people descend upon Crystal River Springs to adore the manatees. But are we loving them to death?
Manatee maniaI love you Manatee
12:08 pm Wednesday, 10 April 2013
Paul Nicklen
manatee florida tourism 286 114
fracking north dakota 378 89
02:11
Watch this video animation to learn how the process of hydraulic fracturing, known as fracking, forces oil from the ground in North Dakota.
What is fracking?Bakken shale oil
10:56 pm Wednesday, 10 April 2013
Rachel Harrington Shea
11:06 pm Wednesday, 10 April 2013
Tourists explore massive dead tree with tunnel cut out for a road in Sequoia National Forest, May 1951. In December 2012, we published a portrait of a giant 247 foot Sequoia called the President.
Photograph by Andrew H. Brown,
National Geographic
FOUND
trees california vintage natgeo 1950’s photography cars 108 322
america walking hiking prx 210 31
It’s rare we take the time to listen to hour-long radio stories anymore, but I hope you’ll listen to this one, maybe twice. It’s an epic journey, a coming of age story, and a portrait of this country–big-hearted, wild, innocent, and wise. I co-produced it, but the credit goes to Andrew Forsthoefel, a first-time radio producer, who set out at age 23 to walk across America, East to West, 4000 miles, with a sign on him that said, “Walking to Listen.” Eventually, he showed up here in Woods Hole. Andrew didn’t intend to make a radio story–he just wanted to listen to people. You’ll hear in Andrew’s interviews his quality of attention. He is a magnet for stories and for the desire to connect. This hour is culled down from 85 hours, an epic task in itself. Andrew has written extensive notes on his process that might be helpful for anyone undertaking a sprawling project. Transom is also collaborating with our friends at Cowbird as Andrew maps his journey, steadily adding new entries in the coming weeks. We hope you’ll listen, and ask questions
Advice for a young manWalking across America
10:42 pm Wednesday, 10 April 2013
Andrew Forsthoefel
49:31
The SyFy channel recently featured NatGeo member Ariel Waldman in a TV spot for their Let’s Imagine Greater campaign. The campaign aims to inspire people to imagine amazing things – and hopefully go on to create them! Waldman worked with the team at SyFy to help them engage communities online to “imagine greater” in exploring space.more >
Let’s imagine greaterNot exactly rocket science
1:56 pm Wednesday, 10 April 2013
Ed Yong
technology syfy hack day 68 14
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12Aaron Huey
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Pine Ridge
Overview:
After 150 years of broken promises, the Oglala Lakota people of the Pine Ridge Reservation in South Dakota are nurturing their tribal customs, language, and beliefs. A rare, intimate portrait shows their resilience in the face of hardship.
Community story 68 elements Lakota Reservation History South Dakota Treaties Spirituality Indigenous (40 more)
In the shadow of Wounded Knee
Cover story, August 2012 issue
Alexandra Fuller15 August 2012, 9:00 am
Teenagers
Aaron Huey26 March 2013, 7:40 pm
Lakota
Marisa Snider12 March 2013, 11:05 am
Reservation
Charlie Cuny22 January 2013, 11:00 am
Cloud
Micheyla Emery18 December 2012, 9:20 pm
Ritual
Overcrowded
Aaron Huey26 March 2013, 7:350 pm
TheTheTTTTTheTheTheTheTTTTTTTTTTTTTTTheTheTTThThThThTThh lolololololooolloooooooooooossststst st ttssststststststssssssssttststst st st st ttssttsstt lanlanlllllllanlanlalalllanlanlanlanlllllalaaalalalalalalaaa dddddddddddddddddddddddddddddddddddddddddd
Alexandra Fuller14 March 2013, 7:01 am
Behind the Words
NGS10 February 2013, 8:04 am
Podcast
Oscar Jealous of Him15 December 2012, 6:08 pm
Ridge The moment:cover potential
Hope for the future
Olowan Thunder Hawk Martinez28 January 2013, 12:30 pm
Carrying on the resistance
Arlette Loud Hawk4 April 2013, 10:30 am
Land isn’t money
Alex White Plume30 December 2012, 1:07 pm
The sun dance tree
Rick Gray Grass5 January 2013, 5:00 pm
The sweat lodge
Rick Two Dogs20 December 2012, 4:22 pm
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12Aaron Huey
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Little Wound SchoolPersonal narrative
Last updated:
5 October 2012, 08:46 pm
Overview:
This is a collection of stories from students at Little Wound School located in Kyle, South Dakota on the Pine Ridge Indian Reservation.
Most recent addition: Other entries:
Glorianna Under Baggage
art deadwood healing lakota 234 567
Faces of PeruMagazine story
From:
peru travel indigenous 234 567peru travel indigenous 234 567
Pine RidgeCommunity story
Last updated:
10 April 2013, 12:32 pm
From:
Overview:
After 150 years of broken promises, the Oglala Lakota people of the Pine Ridge Reservation in South Dakota are nurturing their tribal customs, language, and beliefs. A rare, intimate portrait shows their resilience in the face of hardship.
Other entries:Most recent addition:
Micheyla Emery
01:43
In the shadow of Wounded Knee
Feature article:
lakota reservation south dakota treaties 234 567
Recommended
Shifting gears28 July 2009, 08:20 am
Italy Cycling Spirituality ...
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12Aaron Huey
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When it rains it poursWicked tuna
Last updated:
10 April 2013, 12:32 pm
Overview:
Fresh off a transmission fix, the Hard Merchandise runs across another mechanical issue.
tuna vessels fishing 1280 236
Tierney with HagfishLast updated:
9 April 2013, 10:32 am
Overview:
The hagfish, also known as the slime eel, is a primitive bottom-dweller with no jaws, teeth, or stomach. The animal lacks even true eyes but it does have an incredible, and somewhat disgusting, defense mechanism.
sea creatures bottom feader 234 106
Hammerhead sharksWorld’s deadliest
Last updated:
10 April 2013, 12:32 pm
Overview:
This shark’s distinctive head is designed for greater agility and panoramic vision, making the hammerhead a hunter to be reckoned with.
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Deep ocean
The deep sea, or deep layer, is the lowest layer in the ocean, existing below the thermocline and above the seabed, at a depth of 1000 fathoms (1800 m) or more. Little or no light penetrates this part of the ocean and most of the organisms that live there rely for subsistence on falling organic matter produced in the photic zone.
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yer in the ocean,
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12Aaron Huey
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History: Native AmericansNatGeo Kids
Last updated:
5 February 2013, 10:00 am
Overview:
Native Americans were the first people to live in North America. Learn about the varied cultures and history of the original Americans.
native americans history north america 160 15
Pine RidgeCommunity story
Last updated:
10 April 2013, 12:32 pm
Overview:
After 150 years of broken promises, the Oglala Lakota people of the Pine Ridge Reservation in South Dakota are nurturing their tribal customs, language, and beliefs. A rare, intimate portrait shows their resilience in the face of hardship.
lakota reservation history south dakota treaties indigenous 368 105
Cahokia unearthedLast updated:
10 April 2013, 4:30 pm
Overview:
Cahokia was the apogee, and perhaps the origin, of what anthropologists call Mississippian culture—a collection of agricultural communities that reached across the American Midwest and Southeast starting before A.D. 1000 and peaking around the 13th century.
archaelogy native americans st louis 208 37
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Add mediaMapIndex
Reset filtersNative Americans
Native Americans
Native Americans in the United States are the indigenous peoples in North America within the boundaries of the present-day continental United States, Alaska, and the island state of Hawaii. They are composed of numerous, distinct Native American tribes and ethnic groups, many of which survive as intact political communities.
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12Aaron Huey
Readers fi nd content through topics >
Readers navigate through search, fi lters, and tags to fi nd topics— like Native Americans.
Stories connect everything >
Stories connect people, projects, events,
and media.
NatGeo Now
Your Shot12:46 pm, 10 April 2013
Lecture12:38 pm, 10 April 2013
Alexandra Fuller7:30pm, 1 June 2013Massey HallWashington, D.C.
@patrickroe12:34 pm, 10 April 2013
he speed-dated 37 languages before he fell in love with one: bit.ly/WLsQ6N. From the pod archive @pritheworld
@angshah12:29 pm, 10 April 2013
are you one of the #1billionrising ?
@natgeo12:22 pm, 10 April 2013
friday fact: Mammoth’s last tooth, equivalent to our wisdom teeth, weighed over 15 pounds.
Observation12:25 pm, 10 April 2013
Channels
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28 April 201311:30 am
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12Aaron Huey
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What National Geographic can do:
Expand authorship at National Geographic. National Geographic editors, writers, photographers, bloggers, and members all tell stories.
Redefi ne story. Stories can be science blogs, photos of the day, traditional National Geographic magazine stories,story assignments through Your Shot, stories generat-ed by research projects, and personal stories told by members—among others.
Create a story stream. National Geographic hosts a collection of all stories ever published on the site—building on the National Geographic archive. The story stream is rich, real-time, and can be personalized.
Re-design access. All stories are tagged and are navigable through search, fi lters, and tags.
Provide curation tools. Readers curate stories as trails or lists, to be followed, shared, and read later.
Enable connections. Stories connect people, events, channels, projects, and trails. Stories build community by connecting people through ideas to the site and to one another.
Imagine a storytelling platform— connecting members to the things they care about.
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20Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
We also helped NGS build a Member Center …
21Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
… and launch a real-time member database –a platform with APIs to support all NGS services.
Member Input
ConsumerPhone Call
Support
Manual (Explicit)
Member ActionsAutomatic (Implicit)
Personalized to user
Personalized to user
Links member intereststo content topics
Links member ‘states’to appropriate offers
Member Data Personalization Engine
Member’s Own View Support View Marketing View ESPPublic View Offers
Content + Services
Consumer calls support center...
... response enhanced by operator access to member data.
- Identifying info- Account info- Preferences- Interests- History- Social Info- UGC (Content)
22Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
Late this spring NGS launched “Your Shot” –the first NGS service to take advantage of the new member platform.
23Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
The changes at NGS exemplify several connected trends,applicable to many other organizations and industries.
24Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
People want meaning.
“ Millennials don’t just want to buy your brand, they want to be part of it. They’re looking for ways to participate.” — Barkley EVP Jeff Fromm
1
25Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
People want meaning.
“ I envision a 21st century form of business where the everyday consumer is helping shape the social contract … It’s a business world that is moving from value-based transactions to values-based partnerships.” — Unilver CEO Paul Polman
1
26Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
People want meaning.
Traditional Emerging
Consumer / user Member / participant
Buy stuff Make meaning
Passively receive goods Actively co-create experiences
Atomized transaction On-going relationships
Mass broadcast Personal conversations
Interruption-driven Engagement-focused
Seller knows more Information balance
1
27Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
All organizations have stories to tell, and products tell customer stories.2
Merchant Customer Sampling Techniques
customer support callsurveyusability studyfocus groupethnographic study
-----
Product
Merchant Customer Website Logs+ Analytic Tools
Sampling Techniques
Website
5Dubberly Design Office / Version 1.0 / May 14, 2013
Every product has a story
With traditional products, merchants have limited knowledge of how customers use products.
With web-based services, merchants can have almost complete knowledge of customer behavior.
makes next version of
makes first version of
is used by may provide feedback through may suggest insights to
may suggest insights to
provide hard data for decisions
makes next version of
makes first version of
is used by actions recorded in
may provide feedback through
Merchant Customer Sampling Techniques
customer support callsurveyusability studyfocus groupethnographic study
-----
Product
Merchant Customer Website Logs+ Analytic Tools
Sampling Techniques
Website
5Dubberly Design Office / Version 1.0 / May 14, 2013
Every product has a story
With traditional products, merchants have limited knowledge of how customers use products.
With web-based services, merchants can have almost complete knowledge of customer behavior.
makes next version of
makes first version of
is used by may provide feedback through may suggest insights to
may suggest insights to
provide hard data for decisions
makes next version of
makes first version of
is used by actions recorded in
may provide feedback throughWeb-based services
Traditional products
28Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
An organization’s values matter more than ever.3
In small communities, where peopleshop locally and don’t often move away,you might know your baker, or barber, or doctor for years; and they might get to know you:recognize yourememberunderstandtrustlikeconsider you a community memberpersonalize interactions with you
That’s what it means to be a “regular.”
Regulars may also know one another.
Merchants connect with regulars,and regulars connect with each other,because they belong to the same communityand share experiences and values.
-------
* What you buy and where, how much and how often, has to do with personal values.
These decisions are affected by perceptions about the seller’s values.
Values+
Goals
Customer 1 Craftsman
Values+
Goals
recognized by
receives tailored response from
Values+
Goals
Values+
Goals
2
An organization’s values matter more than ever
Dubberly Design Office / Version 1.0 / May 14, 2013
Repeated interaction builds understanding, trust, and loyalty
29Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
All organizations are social networks.
Social Network Services enable key activities that build traffic, loyalty, and affinity.
– Defining ourselves (curating identity)– Collecting and sharing digital artifacts Collect in order to remember – Remember to re-live – Re-live by sharing – Share in order to connect – Connect to be seen and appreciated – Be seen in order to participate – Participate to create new possibilities– Communicating with friends and staying in touch– Finding others with shared interests– Following what others are thinking and doing– Planning events (meeting in the physical world)– Making common cause (organizing for change)– Creating shared projects (for fun or profit)
4
30Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
CRM is now core – you have to know your customer.5
6Dubberly Design Office / Version 1.0 / May 14, 2013
Existing Model of CRM
Traditionally CRM has been on the peripheryof a business: not the product itself,but part of marketing the product, a specialty within mar-com,often outsourced to third-parties, like Responsys,with data-management handled by specializedfourth-parties, like Epsilon.
Isolated services
Mar-com function
External or peripheral
Ad hoc development
Emerging Model of CRM
In the last few years, businesses havebegun to know their customers in “real-time.”CRM has moved to the heart of business,and member marketing databases havebecome essential. However, CRM suppliers would like to maintain the old model as longas possible, resulting in odd internal-external hybrids.
Integrated whole
Core part of product offering
Central to the business
Defined plans; shared standards
CRM is core—you have to know your customer
Business
Marketing
Mar-com
CRM MMDB
Member MarketingDatabase
Business
New products + servicesbuilt on the MMDB.
Marketing
Mar-com
CRM
MMDB
6Dubberly Design Office / Version 1.0 / May 14, 2013
Existing Model of CRM
Traditionally CRM has been on the peripheryof a business: not the product itself,but part of marketing the product, a specialty within mar-com,often outsourced to third-parties, like Responsys,with data-management handled by specializedfourth-parties, like Epsilon.
Isolated services
Mar-com function
External or peripheral
Ad hoc development
Emerging Model of CRM
In the last few years, businesses havebegun to know their customers in “real-time.”CRM has moved to the heart of business,and member marketing databases havebecome essential. However, CRM suppliers would like to maintain the old model as longas possible, resulting in odd internal-external hybrids.
Integrated whole
Core part of product offering
Central to the business
Defined plans; shared standards
CRM is core—you have to know your customer
Business
Marketing
Mar-com
CRM MMDB
Member MarketingDatabase
Business
New products + servicesbuilt on the MMDB.
Marketing
Mar-com
CRM
MMDB
Existing model of CRM Emerging model of CRM
6Dubberly Design Office / Version 1.0 / May 14, 2013
Existing Model of CRM
Traditionally CRM has been on the peripheryof a business: not the product itself,but part of marketing the product, a specialty within mar-com,often outsourced to third-parties, like Responsys,with data-management handled by specializedfourth-parties, like Epsilon.
Isolated services
Mar-com function
External or peripheral
Ad hoc development
Emerging Model of CRM
In the last few years, businesses havebegun to know their customers in “real-time.”CRM has moved to the heart of business,and member marketing databases havebecome essential. However, CRM suppliers would like to maintain the old model as longas possible, resulting in odd internal-external hybrids.
Integrated whole
Core part of product offering
Central to the business
Defined plans; shared standards
CRM is core—you have to know your customer
Business
Marketing
Mar-com
CRM MMDB
Member MarketingDatabase
Business
New products + servicesbuilt on the MMDB.
Marketing
Mar-com
CRM
MMDB
31Dubberly Design Office · Engaging members to re-imagine National Geographic · 18 June 2013
Businesses create value by enabling others to create value.6
Traditional producers sell goods and servicesand in return receive compensation.
Platform providers open spaces for others to create value—often by defining rules for connecting hardware and software. Third-party
“add-ons” increase the popularity of the platform. Popular platforms attract “developers.”
Producer Consumer
provides goods
receives payment
$
Producer
“Apps” Platform
Consumer
$
Platform Provider
$
3Dubberly Design Office / Version 1.0 / May 14, 2013
Businesses create value by enabling others to create value
Traditional producers sell goods and servicesand in return receive compensation.
Platform providers open spaces for others to create value—often by defining rules for connecting hardware and software. Third-party
“add-ons” increase the popularity of the platform. Popular platforms attract “developers.”
Producer Consumer
provides goods
receives payment
$
Producer
“Apps” Platform
Consumer
$
Platform Provider
$
3Dubberly Design Office / Version 1.0 / May 14, 2013
Businesses create value by enabling others to create value
Traditional producers Platform providers
Presentation posted atwww.dubberly.com/presentations/Re-imagining_NatGeo.pdf
Special thanks to Robin BahrShelley EvensonMichael GallagherPaul Pangaro