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REBOOTING AN ICONIC BRAND
REVERENCE TO RELEVANCE
Y 1888 Y 1906 Y 1975 Y 2018
p h o t o b y J o n a t h a n F u h r m a n n...
CATALYST FOR CHANGE
NonProfit
NGS
500+ Grants/yr
For-Profit
NGP
reaches 760M
m o n o l o g u e t o D i a l o g u e
M e e t o u r a u d i e n c e s ’ w a n t s
a n d n e e d s
B o r d e r t o p o r ta...
Me et our
audi en ces’ w ants
an d ne eds
Source: Social Bakers Q4 2017; Social Blade Q4 2017; Snapchat
#1B R AND
I N S O C I A L M E D I A 

F O R T H E 4 T H Y E ...
N O N - C E L E B R I T Y B R A N D O N I N S TA G R A M
#1
Source: SocialBlade April 2018
Source: NatGeo Instagram
“The world and all that is in it is our theme,
and if we can’t find anything to interest
ordinary people in that subject w...
WE ’RE USI NG DATA & DNA
TO TUR N NATI ONAL
GEOGRAPH IC IN TO A HABIT
‣ Why us?
‣ Why NOw?
‣ Will it perform?
‣ What’s our unique
EDITORIAL and VISUAL take?
VISUALS POWER EVERYTHING WE DO
Bor de r to po r tal
J u l y 1 9 0 6
S a f a r i l i v e
m o s t E N G A G E D W I T H l i v e p r o d u c t
S a f a r i l i v e
m o s t e n g a g e d l i v e p r o d u c t
O n a s s i g n m e n t
C h a r l i e H a m i l t o n j a m e s
N a t i o n a l g e o g r a p h i c p h o t o g r a p h e r
B M W :
B E H I N D
T H E S H O T
C U S TO M PA R T N E R S H I P S
Mon ologue to d ialogue
THANK YOU
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic
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SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic

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SmartSocial Summit | How Established Brands are Succeeding on Social - Kate Coughlin, National Geographic

  1. 1. REBOOTING AN ICONIC BRAND REVERENCE TO RELEVANCE Y 1888 Y 1906 Y 1975 Y 2018 p h o t o b y J o n a t h a n F u h r m a n n , N a t i o n a l G e o g r a p h i c Y o u r S h o t
  2. 2. CATALYST FOR CHANGE NonProfit NGS 500+ Grants/yr For-Profit NGP reaches 760M
  3. 3. m o n o l o g u e t o D i a l o g u e M e e t o u r a u d i e n c e s ’ w a n t s a n d n e e d s B o r d e r t o p o r ta l
  4. 4. Me et our audi en ces’ w ants an d ne eds
  5. 5. Source: Social Bakers Q4 2017; Social Blade Q4 2017; Snapchat #1B R AND I N S O C I A L M E D I A 
 F O R T H E 4 T H Y E A R I N A R O W 430M+ FANS/FOLLOWERS G L O B A L LY 
 A C R O S S A L L P L AT F O R M S 8BC ONT EN T V I EWS E A C H M O N T H
  6. 6. N O N - C E L E B R I T Y B R A N D O N I N S TA G R A M #1
  7. 7. Source: SocialBlade April 2018
  8. 8. Source: NatGeo Instagram
  9. 9. “The world and all that is in it is our theme, and if we can’t find anything to interest ordinary people in that subject we better shut up shop and become strict, technical, scientific journal for high-class geographers and geologic experts.” — Alexander Graham Bell, when given the task to reinvent the magazine to appeal to more people
  10. 10. WE ’RE USI NG DATA & DNA TO TUR N NATI ONAL GEOGRAPH IC IN TO A HABIT
  11. 11. ‣ Why us? ‣ Why NOw? ‣ Will it perform? ‣ What’s our unique EDITORIAL and VISUAL take?
  12. 12. VISUALS POWER EVERYTHING WE DO
  13. 13. Bor de r to po r tal
  14. 14. J u l y 1 9 0 6
  15. 15. S a f a r i l i v e m o s t E N G A G E D W I T H l i v e p r o d u c t
  16. 16. S a f a r i l i v e m o s t e n g a g e d l i v e p r o d u c t
  17. 17. O n a s s i g n m e n t C h a r l i e H a m i l t o n j a m e s N a t i o n a l g e o g r a p h i c p h o t o g r a p h e r
  18. 18. B M W : B E H I N D T H E S H O T C U S TO M PA R T N E R S H I P S
  19. 19. Mon ologue to d ialogue
  20. 20. THANK YOU

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