About Digital Copywriting (made for Akber Bekasi, Mei)

COPYWRITING DIGITALIN@seno_pramuadji

INTRODUCTION

PERJALANAN KARIER?PT KOMPAS CYBER MEDIA (KOMPAS.COM) - NOWPT LEJEL HOME SHOPPINGB;INTEGRATED (AGENSI IKLAN)PT MANDIRI DIPTA CIPTA (MANGGA DUA SQUARE)KINO CORP (FMCG)RADIO PRAMBORS SEMARANG

Co-moderatorSMSC (Social Media Strategist Club)Bersama anak-anak digital ngehits lainnya:-Dimas-Pitra-Popon-Pandu

LEGOKOLEKTOR

AMATIR

AGEABOUT ‘IKLAN’ OR ADVERTISING

BASIC COPYWRITINGTHE SCOPE

DIGITAL COPYWRITINGHOW TO DO IT/THE TIPS

NDA

RESP GET A CLUE OF WHAT IS COPYWRITING

WHO IS BEHIND ALL OF THATWILL HAVE PASSION IN ADVERTISING

HOPEFULLY, CAN CREATE CONTENT/COPY

ONSE

IKLANADVERTISING [1][2] IN BUSINESS IS A FORM OF MARKETING COMMUNI-CATION USED TO ENCOURAGE, PERSUADE, OR MANIPULATE AN AUDIENCE (VIEWERS, READERS OR LISTENERS; SOMETIMES A SPECIFIC GROUP) TO TAKE OR CONTINUE TO TAKE SOME ACTION (WIKIPEDIA).ADVERTISING IS SIMPLY THE COMMUNICATION OF A SALES OR PERSUASIVE MESSAGE DESIGNED TO AFFECT ATTITUDES OR BEHAVIORS TOWARD THE ADVERTISED PRODUCT." - Don E. Schultz From Essentials Of Advertising Strategy.

IKLANPENYAMPAIAN

PESAN

=

Advertising Agency: Leagas Delaney, Hamburg, Germany

Advertising Agency: i Latina, Mexico City, Mexico

WHAT REALLY DECIDESCONSUMERS TO BUY OR NOT TO

BUYIS THE CONTENT OF YOUR

ADVERTISING,NOT ITS FORM –

David Ogilvy

COPYWRITING ADALAH MENGONSEP DAN

MENULIS COPY UNTUK MENYAMPAIKAN PESAN

(JUALAN) KEPADA PEMBACA/USER/TARGE

T

PRODUCT: CONDOM- STRICT REGULARATION - NO EXPLICIT CONTENT

SO...HOW DO WE DO IT?

IS LIKE BATMAN

ART DIRECTOR& ROBIN

COPYWRITER &

WRITER

ART

COPY

DIRECTOR

DIGITAL?HOWABOUT

DIGITAL

DIGITAL/ONLINE IS JUST A PLATFORM.THE ONLY DIFFERENCE IS...

UNDERSTANDING PEOPLE'S ONLINE BEHAVIOR

INTERNET USER*in millions

59,6

72,7

83,693,4

Source: eMarketer, 2013

2012 2013 2014 2015

female

maleDEMOGRAPHIC

Source: : APJII, Profil Internet Indonesia, Des 2012

48,4

51,5

DEMOGRAPHIC by AGE

Source: : APJII, Indonesia Internet Profile, Des 2012

DIGITAL IMMIGRANTThis older generation knew internet when they were an adult. Need to learn and adapt

DIGITAL NATIVEThis younger generation born and living in the internet era. They tend to make trends in cyber

9,9 %

11,6 %

10,9 %

9,1 %

14,2 %

11,8 %

10,9 %

10,1 %

6%

3,1 %

15 - 19

20 - 24

12 - 15

30 - 34

25 - 29

50 - 54

45 - 49

40- 44

35 - 39

55 - 59

DEMOGRAPHIC by AGE

Source: : APJII, Indonesia Internet Profile, Des 2012

INTERNET USER IS DOMINATEDBy YOUNGER GENERATION

12 – 34 years old (58,4 %)

9,9 %

11,6 %

10,9 %

9,1 %

14,2 %

11,8 %

10,9 %

10,1 %

6%

3,1 %

15 - 19

20 - 24

12 - 15

30 - 34

25 - 29

50 - 54

45 - 49

40- 44

35 - 39

55 - 59

INDONESIA MEDIACONSUMPTION

TELEVISI

NEWSPAPERRADIO

1

43

43,5

8,717,4

INTERNET

2

30,4

INTERNET USER IS DOMINATEDBy YOUNGER GENERATION12 – 34 years

Source: Nielsen, eMarketer, 2012

INDONESIANS SPENT +3 HOURSON INTERNET/DAY

Source: Nielsen, eMarketer, 2012

NEWSREADING

WORLD-WIDE

INDONESIA

SINGAPORE

VIETNAM

69,7194,8

75,955,7

Minutes Spent per visitor on News/information category:

Source: Comscore Media Metrix, 2013

65,7 %

52 % 45%

1,9 %

HP TABLETLAPTOPPC

DEVICES USED

Source: : APJII, Indonesia Internet Profile, Des 2012

SPEND TIME W/ FAMILY

WHAT DO THEY WHEN THEY’RE ONLINE

87,8

68,362,1

57,922,4

18,55,9

68,9

11,6

SOCIAL MEDIA

DL/UL VIDEO

NEWS

EMAIL

CHATTING

ONLINE GAME

VIDEO CALL

OTHERS

BROWSING

Source: : APJII, Indonesia Internet Profile, Des 2012

6935

2917

1466

IN BED

WAITING

WATCHING TV

SPEND TIME W/ FAMILY

COMMUTER LINE

MEETING/CLASS

BATHROOM

Source: InMobi, Mobile Media Consumption

WHERE THEY ONLINE?THEIR ONLINE BEHAVIOUR

In INDONESIA,PEOPLE LIKE TO USE

MOBILE PHONE when

THEY’RE ALONE

4337

3623

201616

WHATSAPP

BBM

LINE

FB MESSENGER

WECHAT

KAKAOTALK

SKYPE

INDONESIAN LIKES TO CHAT...A LOT

Source: On Device Research 2013

THEIR CHATTING HABIT

INDONESIANS ARE A VERY SOCIAL

AND “CHATTY

” MARKET

SEO

DESIGNUSER

USABILITYUSER EXPERIENCEINTERFACE

SEARCH ENGINE OPTIMIZATION

INFORMATIONARCHITECTURE

GRID www.nngroup.com

INFORMATION ARCHITECTURE

Structural design of shared information environments.

Organizing and labeling websites, intranets, etc. Activities that require explicit details of complex information systems.

Include library systems and database development.

THREE MAIN TYPES OF USER INTERFACES:(1)command language: the user must know the machine and program-specific instructions

(2) menus: user chooses the commands from lists displayed on the screen

(3) Graphical User Interface (GUI): user gives commands by selecting and clicking on icons displayed on the screen

IA=KERANGKAINFORMASI

UI=ALUR/DESAINANTAR MUKA

DESIGN

FIVE COMPONENTS OF USABILITYLearnability: How easy is it for users to accomplish basic tasks the first time they encounter the design?Efficiency: Once users have learned the design, how quickly can they perform tasks?

Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency?

Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors?

Satisfaction: How pleasant is it to use the design?

NOW... HOW DO YOUWRITE IN DIGITAL/SOCIAL NETWORKING

HOW TO CREATE CONTENT/COPYKISS

Keep It Simple, Stup*d

Lewis Raven, Associate Creative Director, glue Isobar,

“...It's so, so easy for readers to get distracted online”...

“Make your point with precision...”

“Follow your instruction to 'click here', 'roll over', or 'buy now!' ...”

“...People read copy differently online than they do offline, so advises "writing visually“

"Online users view text rather than read it. They scan, skim and scroll. Normally at high speed...”

Eloise Smith, Creative Director at Euro RSCG London

“....Online text behaves differently from print –it's clickable, scrollable, copyable and searchable..”

HOW TO CREATE CONTENT/COPY

It's a cliche, but knowledge is power. Or in the case of a digital copywriter — fuel. In order to be successful,

YOU NEED TO KNOW THE PRODUCT,

YOUR AUDIENCEAND THE SPACE WHICH YOU'RE WRITING FOR, INTIMATELY.

"GOOD WRITERS KNOW THINGS. THEY FIND OUT INTERESTING THINGS OUT ABOUT PRODUCTS OR SERVICES.

George Tannenbaum, Executive Creative Director at R/Ga

DIDYOUKNOW?

THE IDEAL LENGTH OF A TWEET IS

100 CHARACTERS

TWEETS ARE LIMITED TO 140 CHARACTERS SO THEY CAN BE CONSUMED EASILY ANYWHERE, EVEN VIA MOBILE TEXT MESSAGES.

THERE’S NO MAGICAL LENGTH FOR A TWEET, BUT TWEETS SHORTER THAN 100 CHARACTERS, GET A 17% HIGHER ENGAGEMENT RATE.- BUDDY MEDIA

DIDYOUKNOW?

DIDYOUKNOW?

THE IDEAL LENGTH OF A FACEBOOK POST IS LESS THAN

40 CHARACTERSWILL RECEIVED 86 PERCENT HIGHER ENGAGEMENT THAN OTHERS.

DIDYOUKNOW?

DIDYOUKNOW?

DIDYOUKNOW?

TIPS FOR ONLINE CONTENT LENGTH:

- TWEET < 100 CHARACTERS- FACEBOOK < 40 CHARACTERS- GOOGLE+ < 60 CHARACTERS- HEADLINE <= 6 WORDS- BLOG POST <= 1,600 WORDS- EMAIL SUBJECT = 28-39 CHARACTERS

DIDYOUKNOW?

THE FORMULA?

LESSON OF LIFEIS OUT THERE

EMBRACECOMMUNITY

IDEAMOVIESIS YOUR

IS GOOD

GO TO

MUSIC

CONCERT

ADDICTION

READ..READ..WRITE...WRITE...& WRITE

S.A.L.E.S

SpeakTheir Language

ALWAYS IMAGINE YOU'RE

TALKING WITH THEM

Livethe

Experience

ExtraordinaryAttitude

SleepwiththeBrand

CASE STUDYOREO

“Dunking in the Dark”

IMAGINE YOU'RE TALKING WITH THEM

(PROBABLY)

THE GREATEST CONTENT CREATION

1TWEET

0BUDGET

525.000.000 EARNED IMPRESSIONS

10.000 RE TWEET

18.000LIKES

5000SHARE

IN JUST THE FIRST HOUR

AWARD WINNING

* Cannes Lions Awards - Direct: Digital Marketing - Silver Lion* Cannes Lions Awards - Cyber: Viral - Bronze Lion* One Show Awards - Best Use of Social Media - Gold Pencil* CLIO Awards - Social Media - Bronze* CLIO Awards - Innovative Media - Bronze* IAB MIXX Award - Viral Marketing - Silver* OMMA Awards - Best in Show & Best Viral Campaign* Adweek Project Isaac Awards - Social Media Invention* Golden Award of Montreux - Viral Marketing - Gold Medal* Food & Beverage (FAB) Awards - Viral Marketing - Finalist* Digiday Awards - Best Creative* LIA Awards - Digital Specialism: Viral - Finalist* ADC Awards - Interactive: Online Content - Merit* Effie Awards - Single Engagement - Finalist (TBD)

Advertising in business is a form of marketing communication

KEEP IN 2:WHAT TO SAYHOW TO SAY

TO MASTER DIGITAL COPYWRITING, YOU NEED TO UNDERSTANDING PEOPLE'S ONLINE BEHAVIOR

REMEMBERS.A.L.E.S

SPEAK THEIR LANGUAGEALWAYS IMAGINE THEMLIVE the EXPERIENCEEXTRAORDINARY ATTITUDESLEEP with THE BRAND

REMEMBERS.A.L.E.S

SPEAK THEIR LANGUAGEALWAYS IMAGINE THEMLIVE the EXPERIENCEEXTRAORDINARY ATTITUDESLEEP with THE BRAND

TO MASTER DIGITAL COPYWRITING, YOU NEED TO UNDERSTANDPEOPLE'S ONLINE BEHAVIOR

Advertising in business is a form of marketing communication

KEEP IN 2:WHAT TO SAYHOW TO SAY

QUESTIONS?

Twitter: @seno_pramuadjiwww.about.me/senopramuadji