Social Digital Networking Publishing
Calvin Yu @      CCL / 2010.05.08
Publishing industry
is no longer the same
Changing Landscape
Changing Landscape

•        Content Delivery


    •           New Possibilities


•        Mode of Communication


    •...
Changing Landscape

•   Triggering Point


•         Product Life Cycle


•     User Expectation
Puzzled?
Social Networking?
Myths of Social Networking
Myth #1
It is for the Youth only!
Fact #1

•                                    2009.11
    Research by The Nielsen Company
    in the US (Nov. 2009)

     ...
Fact #1

•                                   2009.11
    Research by The Nielsen Company
    in the US (2009.11)

     •  ...
Fact #1

•         Facebook            2009.2.2
    US Facebook Statistics (2009.2.2)

     •
         Growing in all age/...
Fact #1

•         Facebook            2009.2.2
    US Facebook Statistics (2009.2.2)

     •


         Facebook growing ...
Tip #1
The audience spectrum is much
wider than your guess!
Myth #2
We have website already!
Fact #2

• Web 1.0 vs. Web 2.0


•
    Website: passive information
    distribution


•


    Social Networking: active
 ...
Fact #2

•
    Pull vs. Push


     •
         Website: Visitor choose what to
         explore


     •


         Social...
Tip #2
Be open-minded and embrace
new possibilities!
Myth #3
We have no resources!
Fact #3

•
    That is exactly why you need Social
    Networking!


•
    Trusted connections are your assets


•
    Vir...
Tip #3
With Social Networking
platforms, you become much
more resourceful than you used
to be!
Myth #4
We have no IT people!
Fact #4

•
    Social Networking is designed for
    everyone!


•
    They have already done the
    technical hard work ...
Tip #4
You need relevant Social
Networking strategy rather than
competent IT people!
Myth #5
           Facebook = Social Networking
Facebook
Fact #5

•          Yes and No


•       Facebook


    Yes: Facebook is a popular Social
    Networking service


•


   ...
Tip #5
Do your research to explore the
possibilities!
Myth #6
How to pick the right ones?
Fact #6

•




    Social Networking is no different
    from what your organization have
    been doing for years (mailin...
Fact #6

•
    You know the target audience > Go
    find them!


•


    The right Social Networking
    platforms are whe...
Tip #6
The choice is a strategic one
rather than a technical one!
Myth #7
Just put everything on it!
Fact #7

•
    Highly competitive in attention
    seeking


•
    What to share and how to share are
    critical
Fact #7

•             Editorial Principles


    •
        Concise & Accurate: get to the
        point instantly


    •...
Tip #7
Customize and Differentiate!
Social Networking in Plain English
Characteristics of
Social Networking
Connections of Connections
Trusted Connections
Sharing and Interaction
Participation
What is the Relevance?
Social Networking Strategy
Focused
Focused

•


    Solidify, deepen and extend Trusted
    Connections, including supporters
    and partners


•




    Se...
Coherent
Coherent

•


    The selected Social Networking
    platforms should work in coherence
    for organization’s vision


•
...
Coherent

•


    Establish linkage among the chosen
    Social Networking platforms to
    enhance coherence


•


    Re...
Sustainable
Sustainable

•


    Empower, educate and mobilize the
    Connections for Sharing, Interaction
    and Participation


•
...
Sustainable

•             Doable


    • 20/80        20/80 Rule


•                    Simplicity is key


    • “Simpli...
Facing the Social Networking Revolution, you need to...
Think Different
Publishers’ Challenges
Too much to read for readers
Too much to read

•         Communication


    •


        Email, SMS, Instant Messages,
        Letters, etc.


•       ...
Too many media choices
Too many media

•             Traditional media


    •


        Press, Magazine, Book, TV,
        Movie, Radio etc.


•...
Too many media

•            Information overload


•            Too much noise


•
    Less time for reading


•
    Bite...
Too many new possibilities
Too many possibilities

•
    Strike of tablet computer


•
    Changing reading experience


•


    Changing reading exp...
Way Out
Way Out

•
    Content is king!


•
    Diversified mode of content delivery


•
    Digital Publishing is not simply
    d...
Way Out

•


    Embrace social networking to make
    a difference for both digital
    publishing and traditional publis...
Way Out

•
    Emphasis on both content and user
    experience


     •


         Customize appropriate user
         ex...
Q&A
In search of excellence for HIM
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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)

    1. 1. Social Digital Networking Publishing Calvin Yu @ CCL / 2010.05.08
    2. 2. Publishing industry is no longer the same
    3. 3. Changing Landscape
    4. 4. Changing Landscape • Content Delivery • New Possibilities • Mode of Communication • Interaction • Speed
    5. 5. Changing Landscape • Triggering Point • Product Life Cycle • User Expectation
    6. 6. Puzzled?
    7. 7. Social Networking?
    8. 8. Myths of Social Networking
    9. 9. Myth #1 It is for the Youth only!
    10. 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. 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. 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. 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. 14. Tip #1 The audience spectrum is much wider than your guess!
    15. 15. Myth #2 We have website already!
    16. 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. 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. 18. Tip #2 Be open-minded and embrace new possibilities!
    19. 19. Myth #3 We have no resources!
    20. 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. 21. Tip #3 With Social Networking platforms, you become much more resourceful than you used to be!
    22. 22. Myth #4 We have no IT people!
    23. 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. 24. Tip #4 You need relevant Social Networking strategy rather than competent IT people!
    25. 25. Myth #5 Facebook = Social Networking Facebook
    26. 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. 27. Tip #5 Do your research to explore the possibilities!
    28. 28. Myth #6 How to pick the right ones?
    29. 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. 30. Fact #6 • You know the target audience > Go find them! • The right Social Networking platforms are where you will find your audience!
    31. 31. Tip #6 The choice is a strategic one rather than a technical one!
    32. 32. Myth #7 Just put everything on it!
    33. 33. Fact #7 • Highly competitive in attention seeking • What to share and how to share are critical
    34. 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. 35. Tip #7 Customize and Differentiate!
    36. 36. Social Networking in Plain English
    37. 37. Characteristics of Social Networking
    38. 38. Connections of Connections
    39. 39. Trusted Connections
    40. 40. Sharing and Interaction
    41. 41. Participation
    42. 42. What is the Relevance?
    43. 43. Social Networking Strategy
    44. 44. Focused
    45. 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. 46. Coherent
    47. 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. 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. 49. Sustainable
    50. 50. Sustainable • Empower, educate and mobilize the Connections for Sharing, Interaction and Participation • Share Together, Interact Together and Grow Together
    51. 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. 52. Facing the Social Networking Revolution, you need to...
    53. 53. Think Different
    54. 54. Publishers’ Challenges
    55. 55. Too much to read for readers
    56. 56. Too much to read • Communication • Email, SMS, Instant Messages, Letters, etc. • Information • News, Advertisement, Lifestyle Information, etc.
    57. 57. Too many media choices
    58. 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. 59. Too many media • Information overload • Too much noise • Less time for reading • Bite-sized content consumption • Changing expectation of readers
    60. 60. Too many new possibilities
    61. 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. 62. Way Out
    63. 63. Way Out • Content is king! • Diversified mode of content delivery • Digital Publishing is not simply digitizing books
    64. 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. 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. 66. Q&A
    67. 67. In search of excellence for HIM

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