This document discusses how social digital networking is changing the publishing industry landscape. It notes that content delivery and communication modes are shifting, triggering new user expectations. While social networking was once thought to be just for youth, research shows it attracts a much wider audience across ages and gender. Effective social networking involves active sharing and interaction through connections, rather than just passive websites. It requires a strategic approach tailored to each platform's audience, with a focus on sustainability through empowering all participants. Publishers face challenges like information overload and many media options, but can adapt through diversified content delivery, embracing social networking, and emphasizing excellent content and user experiences.

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