Post on 11-Aug-2014
description
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
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/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
Source: : APJII, Indonesia Internet Profile, Des 2012
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
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
THEY‟RE
ALONE
43
37
36
23
20
16
16
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
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