Basic digital copywriting (made for AkberDepok)

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    11-Aug-2014

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This a presentation of mine talking about copywriting in digital for AkberDepok session.

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COPY WRITING IN DIGITAL Image: www.usbtypewriter.com AGE ABOUT IKLAN OR ADVERTISING BASIC COPYWRITING THE SCOPE DIGITAL COPYWRITING HOW TO DO IT/THE TIPS NDA RESP GET 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 DIGI TALDIGITAL/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 IMMIGRANT This 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 Source: : APJII, Indonesia Internet Profile, Des 2012 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/DAY Source: 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 Source: : APJII, Indonesia Internet Profile, Des 2012 SPEND TIME W/ FAMILY WHAT DO THEY WHEN THEYRE 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 Source: : APJII, Indonesia Internet Profile, Des 2012 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 THEYRE 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 DESIGN USER USABILITY USER EXPERIENCE 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. THERES 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

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