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

calvinyu@netfish.cc

善用新平台．堅立信望愛

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