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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
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
BBM
LINE
FB MESSENGER
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
