Fjord San Francisco 18 June 2013 Engaging members...

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Hugh Dubberly Dubberly Design Office Fjord San Francisco 18 June 2013 Engaging members to re-imagine National Geographic

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

Procyonidae

Canis latrans

OrderDomain Kingdom Phylum Class Genus SpeciesFamily

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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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

Tell your story

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12Aaron Huey

Stories appear in a continuous stream >

National Geographic’s archive is the

foundation for a stream of stories that is

continuously updated.

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

Stories come from many people and places >

Traditional National Geographic photographers and writers, community storytelling,

and personal narratives are sources of stories.

Aaron’s stories

Load more stories ...

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

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12Aaron Huey

Load more videos ...

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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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

[email protected]

Presentation posted atwww.dubberly.com/presentations/Re-imagining_NatGeo.pdf

Special thanks to Robin BahrShelley EvensonMichael GallagherPaul Pangaro