匠心 Ingenuity (2012.07.11@CCMHK香港中信)

俞真＠漁翁撒網．基督教新媒體運動Calvin Yu @ “NetFish” Christian New Media Movement2012.07.11

匠心Ingenuity

留神 Attention

留神Attention

• 留白令人留神Attention captured by blank

• 「廣告人告白」的故事A story about James Wong

• 注意力管理技巧Attention Management Skills

• 留神與否，存乎一心Pay attention or not: It’s up to you

例子：BibleSummary@Twitter Example: BibleSummary@Twitter

提醒一在選擇分享甚麼資訊和如何分享方面要多花心思，格外留神，才可以讓讀者留神這些資訊！

Tip #1We have to pay special attention in selecting what to share and how to share, in order to make the readers pay attention!

印象 Impression

印象Impression

• 一畫勝千言A picture is worth a thousand words

• John Medina的著作《大腦當家》John Medina’s “Brain Rules”

• 圖優效應Picture Superiority Effect

• 情感連繫Emotional Connection

http://amzn.to/eXBjJP

http://amzn.to/eXBjJP

例子：OneSlide@漁翁撒網 Example: OneSlide@NetFish

提醒二運用圖像絕不是要取代進深的閱讀和了解。但在資訊充斥的時代，我們要思考吸引服事對象注意力的切入點，令他們對具有生命價值的訊息留下深刻印象！

Tip #2Using pictures is not intended to replace reading. But in the era of information overload, we have to think how to attract attention, trigger interest, and emotionally connect readers towards gospel messages!

從簡 Simplicity

從簡Simplicity

• “Simplicity is the ultimate sophistication.” ~ Da Vinci

• 資訊發放與讀者觀感Information dissemination vs. Readers’ perception

• 以圖傳意，以字入題Synergy of pictures and text

• 人心憂慮，屈而不伸；一句良言，使心歡樂。（箴言12:25）An anxious heart weighs a man down, but a kind word cheers him up. (Proverbs 12:25)

提醒三不可忽略讀者觀感。如能貫徹「一切從簡」的原則，「以圖傳意，以字入題」，定能在資訊汪洋中脫穎而出，取得與眾不同的效果！

Tip #3Never ignore readers’ perceptions. Follow the rules of simplicity consistently and create appropriate synergies of pictures and text, your information will surely stand out!

http://on.mash.to/fe7R6N




身教 Example

身教Example

• 謝公教兒Educate readers by examples

• 推動異象，由我做起Sharing starts with you

• 與讀者的關聯Relevance to the readers

• 「我給你們作了榜樣，叫你們照著我向你們所做的去做。」（約翰福音13:15）I have set you an example that you should do as I have done for you. (John 13:15)

提醒四以身作則，由我做起只是第一步，要令對方感受到與自身的關聯性才是關鍵！

Tip #4Education by examples is the first step. Let your targets feel the relevance is critical!

連繫 Link

連繫Link

• 適合連結的重要性Importance of appropriate links

• 多媒體資料的整合Integration of multimedia

• 日益廣闊的讀者層面Ever-growing segments of readers

例子：中信603期 Example: CCM Issue No.603

提醒五不要小看一個簡單連結的作用。有不少時候，只要小改變就可以帶來大改善！

Tip #5Don’t underestimate the power of a simple link. Under many circumstances, small change can bring huge improvement!

細節 Details

細節Details

• 喬布斯的故事The story of Steve Jobs

• 貫徹始終Consistency and Persistency

• 用戶體驗的重要性Importance of User Experience

• 例子：錯別字的代價／聖經經文章節／自動分享的連結Examples: Cost of typos / Bible verses / Auto-Share

提醒六在新媒體帶來的機遇中，如果缺乏對執行細節的專注，不但會令長期努力付諸流水，甚至會影響讀者的信任！

Tip #6The lack of attention to details will not only undermine our efforts but also affect the trust of readers!

匠心 Ingenuity

匠心Ingenuity

• 實際執行：親身參與、累積經驗Execution: Participate and Experience

• 策略制訂：從核心定位起步，並了解讀者習慣的轉變Strategy: Start with core positioning and understand the changes in readers‘ habits

• 團隊組成：要按自身條件，考慮團隊的建立與配搭Team-building: Consider the team formation taking into account the resources and constraints of your organisation

提醒七同樣的內容／資源／團隊，不同的取捨剪裁，會產生不一樣的效果！

Tip #7Different implementation will make a huge difference for the same content / resources / team!

出版業的未來THE FUTURE OF PUBLISHING

Solidify, Deepen, Extend Reading Experience閱讀體驗的鞏固、深化、延伸

What do you think?你點睇？

匠心 Ingenuity (2012.07.11@CCMHK香港中信)

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Transcript of 匠心 Ingenuity (2012.07.11@CCMHK香港中信)