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定位、策略、實踐 - 再思基督教數碼出版(2012.10.08@文研會)
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定位、策略、實踐 - 再思基督教數碼出版(2012.10.08@文研會)

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定位、策略、實踐 - 再思基督教數碼出版(2012.10.08@基督教華人文字事工研討會) …

定位、策略、實踐 - 再思基督教數碼出版(2012.10.08@基督教華人文字事工研討會)
Positioning, Strategy, Practice - Rethink Christian Digital Publishing (2012.10.08)

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  • 1. 定位、策略、實踐 - 再思基督教數碼出版Positioning, Strategy, Practice - Rethink Christian Digital Publishing俞真@ 漁翁撒網.基督教新媒體運動Calvin Yu @ NetFish Christian New Media Movement2012.10.08
  • 2. 一次改變心態的游泳 A Mind-Shifting Swim
  • 3. North Pole Swim vs.極地與高峰 Everest Swim
  • 4. 心態Mindset• 「一些事以前運作得很好,並不代表 將來也能同樣發揮作用。現在我在做 任何事之前,都會問自己到底需要怎 樣的心態,才可妥善處理這件事。」• “Just because something has worked in the past so well, doesnt mean its going to work in the future. And similarly, now, before I do anything, I ask myself what type of mindset do I require to successfully complete a task.”
  • 5. 心態Mindset• 「第二樣我學懂的事情是徹底而有策 略的轉變。」• “And then the second lesson, the radical, tactical shift.”
  • 6. 數碼出版的挑戰 Challenges of Digital Publishing
  • 7. 數碼出版的挑戰Challenges• 內容發送 Content Delivery • 新的可能性 New Possibilities • 新媒體及流動平台的衝擊 New media & mobile platforms• 溝通模式 Mode of Communication • 互動與參與 Interaction & Participation • 閱讀經驗的改變 Changing reading experience
  • 8. 數碼出版的挑戰Challenges• 觸發點 Triggering Point• 產品生命週期 Product Life Cycle• 閱讀期望(內容、時間、形式等)的 改變 Changing reading expectation (content, timing, format, etc.)• 價值的迷思 The Myth of Values• 書本數碼化 vs. 數碼出版 Digitized Book vs. Digital Publishing
  • 9. 數碼出版的挑戰Challenges• 闊度 Breath• 深度 Depth• 速度 Speed• 如何應付挑戰? How to cope with the challenges?• 資訊再用與協同效應? Information reuse and synergies?
  • 10. Uniqueness of基督教數碼出版的特點 Christian Digital Publishing
  • 11. 基督教數碼出版的特點Uniquess• 以聖經為基礎 Bible-driven• 內容一般沒有太強的時間性 Most content are not time-limited• 得著祝福的讀者能透過分享,進一步 豐富原作者的內容,令屬靈智慧累積 Blessed readers could share and enrich the original content and thus accumulating spiritual wisdom• 互動與增值 Interaction and value-added
  • 12. 定位 Positioning
  • 13. 定位Positioning• 數碼出版取代傳統出版? Digital Publishing will replace Traditional Publishing? • 傳統出版:質感.美感和情感 Traditional Publishing: Texture, Aesthetic and Emotion • 但單一發佈形式已難附合讀者期 望 But single mode of distribution can no longer match readers’ expectation
  • 14. 定位Positioning• 數碼出版取代傳統出版? Digital Publishing will replace Traditional Publishing? • 數碼出版:流通性、可搜尋、連 結及媒體內容 Digital Publishing: Distribution, Searchability, Links and Media • 數碼出版可為持份者創造新的附 加價值 Digital Publishing could create new values for stakeholders
  • 15. 定位Positioning• 數碼出版的獨特定位 Unique Positioning of Digital Publishing • 並非零和遊戲 Not Zero-Sum Game • 鞏固、深化、延伸 Solidify, Deepen, Extend • 拓闊讀者層面 Cultivate new reader segments
  • 16. 定位Positioning• 轉換:把實體材料轉換成數碼格式 Conversion: Convert physical publications into digital format• 轉化:運用數碼媒體特性,為材料增 值 Transformation: Make use of digital media features for adding value• 轉型:突破舊有框框,探索新可能 Innovation: Breakthrough constraints, explore new possibilities
  • 17. 策略 Strategy
  • 18. 策略Strategy• 建設基礎,優化流程 Build foundations & Streamline workflows • 從開始就考慮多渠道出版的需要 With multi-channel publishing in mind from the very beginning • 訓練人才,以切合新的出版需要 Train staff to accommodate new publishing needs • 優化運作流程,著重協同效應 Streamline workflow and emphasize on synergies
  • 19. 策略Strategy• 開拓市場,應對多元 Develop markets and cater for variety of needs • 賦權讓原有讀者社群成為與新讀 者社群間的橋樑 Empower original reader community to become the bridge to new readers • 以靈活策略加強流通,讓讀者找 到合適的材料 Strengthen circulation with flexible strategy to facilitate readers to find the right materials
  • 20. 策略Strategy• 累積經驗,持續提升 Accumulate experience and be sustainable • 全民皆兵 Everybody counts • 以戰練兵 Participate to train staff • 知識管理:將個人學習提升至機 構學習 Knowledge management: Turn individual learning into organisation learning
  • 21. 實踐 Practice
  • 22. 實踐Practice• 成本考慮 Cost Concerns • 讀者是否願意付費,在於內容質量 Readers’ willingness to pay depends on content values • 把數碼出版的投資作為基礎建設 Treat digital publishing investment as investment for infrastructure • 他山之石,可以攻玉 Make best use of available tools to minimize risk and cost
  • 23. 實踐Practice• 自行開發還是另請外援? Internal development or Outsourcing? • 自行開發:如有現成人才,可以選 擇自行開發,累積經驗,訓練同工 Internal development: If there are right people, do it internally for training purpose • 另請外援:由同工負責策劃和把 關,把技術部分外判 Staff be the planner and gatekeeper, while outsourcing the technical part
  • 24. 實踐Practice• 以讀者體驗為先 Readers’ experience as top priority • 是否要有看多媒體互動,要看內容 性質而定 Multimedia elements should only be used appropriately • 為讀者提供其他增值功能亦可 Provide readers with other value- added functions also works well • 盗版迷思:賦權與護權的平衡 Myth of content piracy: the balance between empowerment and protection
  • 25. 協同效應 Synergy
  • 26. 協同效應Synergy• 內容的協同效應 Content synergy• 內容表現形式多樣化 Diversified mode of content delivery• 優化出版流程 Streamlining of publishing workflow• 互相補足,服務不同需要 Complement and Differentiation
  • 27. 協同效應Synergy• 善用社交媒體及流動平台,為數碼出 版及傳統出版開創新局面 Embrace Social Media and Mobile Platforms to make a difference for both digital publishing and traditional publishing • 興趣觸發點的轉變:跨媒體推廣 Changing triggering point: Cross-Media Marketing • 體驗、傳頌與分享的威力 The Power of Experience, Word of Mouth and Share
  • 28. 協同效應Synergy• 要內容與用戶經驗並重 Emphasis on both content and user experience • 印刷精品化 Quality printing • 按需印刷 Print on demand • 讀者參與 Reader participation
  • 29. 協同效應Synergy• 產品生命週期 Product life cycle • 剩餘價值 Residual value • 釋放潛在價值 Release hidden value • 以數碼出版及按需印刷作延續 Extend life cycle through digital publishing and print on demand • 長尾 Long Tail
  • 30. Solidify, Deepen, Extend閱讀體驗的鞏固、深化、延伸 Reading Experience
  • 31. 出版業的未來THE FUTURE OF PUBLISHING
  • 32. 凡我所行的,都是為福音的緣故,為要與人同得這福音的好處。~哥林多前書9:23
  • 33. 「漁翁撒網」基督教新媒體運動 善用新平台.堅立信望愛 http://netfish.cc calvinyu@netfish.cc