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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) Positioning, Strategy, Practice - Rethink Christian Digital Publishing (2012.10.08)
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俞真@ 漁翁撒網.基督教新媒體運動Calvin Yu @ NetFish Christian New Media Movement2012.10.08
定位、策略、實踐 - 再思基督教數碼出版Positioning, Strategy, Practice - Rethink Christian Digital Publishing
A Mind-Shifting Swim一次改變心態的游泳
North Pole Swim vs. Everest Swim極地與高峰
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, doesn't mean it's 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.”
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.”
Challenges of Digital Publishing數碼出版的挑戰
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
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
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?
Uniqueness of Christian Digital Publishing基督教數碼出版的特點
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
Positioning定位
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
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
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
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
Strategy策略
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
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
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
Practice實踐
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
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
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
協同效應 Synergy
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
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
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
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
Solidify, Deepen, Extend Reading Experience閱讀體驗的鞏固、深化、延伸
出版業的未來THE FUTURE OF PUBLISHING
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
「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