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Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)
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Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會)

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Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會) (2010.05.08)

Social Networking x Digital Publishing 社交網絡 x 數碼出版 (2010.05.08 @ CCL 福音證主協會) (2010.05.08)

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  • Transcript

    • 1. Social Digital Networking Publishing Calvin Yu @ CCL / 2010.05.08
    • 2. Publishing industry is no longer the same
    • 3. Changing Landscape
    • 4. Changing Landscape • Content Delivery • New Possibilities • Mode of Communication • Interaction • Speed
    • 5. Changing Landscape • Triggering Point • Product Life Cycle • User Expectation
    • 6. Puzzled?
    • 7. Social Networking?
    • 8. Myths of Social Networking
    • 9. Myth #1 It is for the Youth only!
    • 10. Fact #1 • 2009.11 Research by The Nielsen Company in the US (Nov. 2009) • During the past 5 years • ^ 55% seniors actively using the Internet ^ 55% • ^ 11% time spent online by the seniors ^ 11% Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
    • 11. Fact #1 • 2009.11 Research by The Nielsen Company in the US (2009.11) • During the past 2 years • ^ 53% social networking seniors ^ 53% Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
    • 12. Fact #1 • Facebook 2009.2.2 US Facebook Statistics (2009.2.2) • Growing in all age/gender demographic • 55 120 175.3% Fastest growing segment: Women over 55 up 175.3% in the last 120 days Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/
    • 13. Fact #1 • Facebook 2009.2.2 US Facebook Statistics (2009.2.2) • Facebook growing faster with women than men in almost every age group • 45% 26 45% users > 26 years Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/
    • 14. Tip #1 The audience spectrum is much wider than your guess!
    • 15. Myth #2 We have website already!
    • 16. Fact #2 • Web 1.0 vs. Web 2.0 • Website: passive information distribution • Social Networking: active information sharing and interaction through trusted connections • Speed of distribution
    • 17. Fact #2 • Pull vs. Push • Website: Visitor choose what to explore • Social Media: You choose what to share and the connections choose whether and how to interact
    • 18. Tip #2 Be open-minded and embrace new possibilities!
    • 19. Myth #3 We have no resources!
    • 20. Fact #3 • That is exactly why you need Social Networking! • Trusted connections are your assets • Viral effect • Explore the hidden potentials of your work
    • 21. Tip #3 With Social Networking platforms, you become much more resourceful than you used to be!
    • 22. Myth #4 We have no IT people!
    • 23. Fact #4 • Social Networking is designed for everyone! • They have already done the technical hard work for you! • ! You know better about your organization’s vision than any IT experts!
    • 24. Tip #4 You need relevant Social Networking strategy rather than competent IT people!
    • 25. Myth #5 Facebook = Social Networking Facebook
    • 26. Fact #5 • Yes and No • Facebook Yes: Facebook is a popular Social Networking service • Twitter Delicious Digg YouTube SlideShare Scribd No: Social Networking takes many different forms and perspectives >
    • 27. Tip #5 Do your research to explore the possibilities!
    • 28. Myth #6 How to pick the right ones?
    • 29. Fact #6 • Social Networking is no different from what your organization have been doing for years (mailings, email, phone calls, etc.)! • Only the SPEED and SCOPE are different
    • 30. Fact #6 • You know the target audience > Go find them! • The right Social Networking platforms are where you will find your audience!
    • 31. Tip #6 The choice is a strategic one rather than a technical one!
    • 32. Myth #7 Just put everything on it!
    • 33. Fact #7 • Highly competitive in attention seeking • What to share and how to share are critical
    • 34. Fact #7 • Editorial Principles • Concise & Accurate: get to the point instantly • Creative & Photographic: catch the attention • Active & Interactive: update frequently and make room for interaction
    • 35. Tip #7 Customize and Differentiate!
    • 36. Social Networking in Plain English
    • 37. Characteristics of Social Networking
    • 38. Connections of Connections
    • 39. Trusted Connections
    • 40. Sharing and Interaction
    • 41. Participation
    • 42. What is the Relevance?
    • 43. Social Networking Strategy
    • 44. Focused
    • 45. Focused • Solidify, deepen and extend Trusted Connections, including supporters and partners • Select Social Networking platforms by evaluating its appropriateness in reaching and bridging target communities
    • 46. Coherent
    • 47. Coherent • The selected Social Networking platforms should work in coherence for organization’s vision • Each platform should have a clear and unique role in the whole puzzle: “There’s a platform for that!”
    • 48. Coherent • Establish linkage among the chosen Social Networking platforms to enhance coherence • Relevance and proper coordination are more important than the number of platforms chosen
    • 49. Sustainable
    • 50. Sustainable • Empower, educate and mobilize the Connections for Sharing, Interaction and Participation • Share Together, Interact Together and Grow Together
    • 51. Sustainable • Doable • 20/80 20/80 Rule • Simplicity is key • “Simplicity is the ultimate sophistication.” ~ Da Vinci • Ease of use for all (staff, supporters, partners, etc.)
    • 52. Facing the Social Networking Revolution, you need to...
    • 53. Think Different
    • 54. Publishers’ Challenges
    • 55. Too much to read for readers
    • 56. Too much to read • Communication • Email, SMS, Instant Messages, Letters, etc. • Information • News, Advertisement, Lifestyle Information, etc.
    • 57. Too many media choices
    • 58. Too many media • Traditional media • Press, Magazine, Book, TV, Movie, Radio etc. • New media • Facebook Twitter, Podcast, Web, Blog, Facebook, Twitter, Podcast, etc.
    • 59. Too many media • Information overload • Too much noise • Less time for reading • Bite-sized content consumption • Changing expectation of readers
    • 60. Too many new possibilities
    • 61. Too many possibilities • Strike of tablet computer • Changing reading experience • Changing reading expectation (content, timing, format, etc.) • vs. Digitized Book vs. Digital Publishing
    • 62. Way Out
    • 63. Way Out • Content is king! • Diversified mode of content delivery • Digital Publishing is not simply digitizing books
    • 64. Way Out • Embrace social networking to make a difference for both digital publishing and traditional publishing • Changing triggering point: Cross-Media Marketing • The Power of Experience, Word of Mouth and Share
    • 65. Way Out • Emphasis on both content and user experience • Customize appropriate user experience based on content: Don’t put the cart before the horse • Intuitive user experience
    • 66. Q&A
    • 67. In search of excellence for HIM

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