Akber Depok 17 April 2014 : [Basic] Digital Copywriting w/ @seno_pramuadji

COPY

WRITING IN DIGITAL

Image: www.usbtypewriter.com

AGEABOUT „IKLAN‟ OR ADVERTISING

BASIC COPYWRITING

THE SCOPE

DIGITAL COPYWRITING

HOW TO DO IT/THE TIPS

NDA

RESPGET A CLUE OF WHAT IS COPYWRITING

WHO IS BEHIND ALL OF THAT

WILL 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.

Advertising Agency: Leagas Delaney, Hamburg, Germany

EXP: One good thing about all followfish products: with

the aid of a unique tracking code on each package,

every single ingredient is trackable right to its exact

source. This means full transparency – and true taste for

the customer.

Advertising Agency:

i Latina, Mexico City, Mexico

WHAT REALLY DECIDES

CONSUMERS TO BUY OR NOT TO BUY

IS THE CONTENT OF YOUR ADVERTISING,

NOT ITS FORM –David Ogilvy

Copywriting adalah

mengonsep dan

menulis copy untuk

menyampaikan pesan

(jualan) kepada

pembaca/user/target

PRODUK:

KONDOM

PERATURAN IKLAN KETAT:

- TIDAK BOLEH VULGAR

TERUS..GIMANA??

WRITER

ART

COPY

DIRECTOR

DIGITALDIGITAL/online is just a platform.

The difference is.....?

UNDERSTA

NDING

PEOPLE'S

ONLINE BEHAVIOR

INTERNET USER*in millions

59,6

72,7

83,6

93,4

Source: eMarketer, 2013

2012 2013 2014 2015

female male

DEMOGRAPHIC

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 NATIVE

This 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


INTERNET USER IS DOMINATED

By 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 MEDIA

CONSUMPTION

TELEVISI

NEWSPAPERRADIO

1

43

43,5

8,717,4

INTERNET

2

30,4

INTERNET USER IS

DOMINATED

By YOUNGER

GENERATION

12 – 34 years

Source: Nielsen, eMarketer, 2012

INDONESIANS

SPENT

+3 HOURS

ON

INTERNET/DAYSource: Nielsen, eMarketer, 2012

NEWS

READING

WORLD-WIDE

INDONESIA

SINGAPORE

VIETNAM

69,7

194,8

75,9

55,7

Minutes Spent per visitor on

News/information category:

Source: Comscore Media Metrix, 2013

65,7 %

52 %45%

1,9 %

HP TABLETLAPTOPPC

DEVICES USED


SPEND TIME W/ FAMILY

WHAT DO THEY

WHEN THEY‟RE ONLINE

87,8

68,3

62,1

57,9

22,4

18,5

5,9

68,9

11,6

SOCIAL MEDIA

DL/UL VIDEO

NEWS

EMAIL

CHATTING

ONLINE GAME

VIDEO CALL

OTHERS

BROWSING


69

35

29

17

14

6

6

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

43

37

36

23

20

16

16

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

USABILITY

USEREXPERIENCE

INTERFACE

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=KERANGKA

INFORMASI

UI=ALUR/

DESAIN

ANTAR MUKA

DESIGN

FIVE COMPONENTS OF USABILITY

Learnability:

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?

HOW TO CREATE CONTENT/COPY

KISSKeep 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 AUDIENCE

AND 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

NOW...

HOW DO YOU

WRITE IN DIGITAL/

SOCIAL NETWORKING

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

THE IDEAL LENGTH OF A FACEBOOK POST IS LESS THAN

40 CHARACTERSWILL RECEIVED 86 PERCENT HIGHER ENGAGEMENT THAN OTHERS.

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

THE FORMULA?

EMBRACECOMMUNITY

IS GOOD

GO TO

MUSIC

CONCERT

ADDICTION

READ..READ..

WRITE...WRITE...

& WRITE

S.A.L.E.S

SpeakTheir

Language

Imagine You're

Talking with

Them

Sleepwiththe

Brand

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

REMEMBER

S.A.L.E.S

SPEAK THEIR LANGUAGE

ALWAYS IMAGINE THEM

LIVE the EXPERIENCE

EXTRAORDINARY ATTITUDE

SLEEP with THE BRAND

QUESTIONS?

THANK YOUSeno PramuadjiDigital Creative & Social Media Enthusiast

Twitter: @seno_pramuadjiwww.about.me/senopramuadji