“Reinventing Books in Generation I” Seminar (Co-organized by GAAHK & HKPPS)
「書藝重生@Generation I」研討會
(香港印藝學會及香港出版學會聯合主辦)
The Seminar can be viewed in YouTube
可於YouTube重溫研討會
http://bit.ly/20110725-pub-seminar-youtube
6. 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.”
13. 太多新可能性
Too many possibilities
• 社交媒體及流動平台的衝擊
Strike of social media & mobile
platforms
• 閱讀經驗的改變
Changing reading experience
• 閱讀期望(內容、時間、形式等)的
改變
Changing reading expectation
(content, timing, format, etc.)
• 書本數碼化 vs. 數碼出版
Digitized Book vs. Digital Publishing
15. 導賞式電腦應用
Curated Computing
• 後個人電腦時代
Post-PC Era
• 用戶為本+無需個人電腦
User Centric + PC-Free
• 少一些選擇,多一些關聯
Less Choices, More Relevance
• 水平更高,門檻更低
Raise the bar with lower barriers
23. 太多要閱讀的資訊
Too much to read
• 通訊 Communication
• 電郵,短訊,即時訊息,信件,
等等
Email, SMS, Instant Messages,
Letters, etc.
• 資訊 Information
• 新聞,廣告,生活資訊,等等
News, Advertisement, Lifestyle
Information, etc.
25. 太多媒體
Too many media
• 傳統媒體 Traditional media
• 報紙、雜誌、書、電視、電影、
電台等等
Press, Magazine, Book, TV,
Movie, Radio etc.
• 新媒體 New media
• 網頁,博客,Facebook,Twitter,
Podcast, YouTube, 等等
Web, Blog, Facebook, Twitter,
Podcast, YouTube etc.
26. 太多媒體
Too many media
• 資訊超載 Information overload
• 噪音充斥 Too much noise
• 相對閱讀書本時間減少
Less time for reading
• 即食文化
Bite-sized content consumption
• 讀者期望有所轉變
Changing expectation of readers
29. 興趣的觸發點
Triggering Point
• 2009.08出版 / 2010.11更新
Published in 2009.08 / Revised in
2010.11
• 推廣影片(2009、2010、2011)
Promo Videos (2009, 2010, 2011)
• 總觀看人次超過560萬
Over 5.6 million views
• 在所有主要書店及電子平台有售
Available in all major bookstores &
eReaders
34. 分享
Share
• 運用新分享模式接觸潛在讀者
Embrace new sharing mode to
reach potential readers
• 眾口相傳遠勝硬銷廣告
Word of Mouth really matters
• 賦權讓讀者成為代理人
Empower readers to become
agents
39. 何去何從
Way Out
• 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
40. 何去何從
Way Out
• 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
41. 何去何從
Way Out
• 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
• Amazon / Wiley 經驗
Amazon / Wiley experience
42. 何去何從
Way Out
• 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