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DIGITAL

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COPYWRITING DIGITAL IN @seno_pramuadji


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INTRO DUCTION


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


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


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LEGO KOLEKTOR AMATIR


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AGE ABOUT ‘IKLAN’ OR ADVERTISING BASIC COPYWRITING THE SCOPE DIGITAL COPYWRITING HOW TO DO IT/THE TIPS NDA


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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


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IKLAN ADVERTISING [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.


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IKLAN PENYAMPAIAN PESAN =


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Advertising Agency: Leagas Delaney, Hamburg, Germany


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Advertising Agency: i Latina, Mexico City, Mexico


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WHAT REALLY DECIDES CONSUMERS TO BUY OR NOT TO BUY IS THE CONTENT OF YOUR ADVERTISING, NOT ITS FORM – David Ogilvy


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COPYWRITING ADALAH MENGONSEP DAN MENULIS COPY UNTUK MENYAMPAIKAN PESAN (JUALAN) KEPADA PEMBACA/USER/TARGET


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PRODUCT: CONDOM - STRICT REGULARATION - NO EXPLICIT CONTENT SO...HOW DO WE DO IT?


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IS LIKE BATMAN ART DIRECTOR & ROBIN COPYWRITER &


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WRITER ART COPY DIRECTOR


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DIGITAL? HOW ABOUT


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


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UNDERSTANDING PEOPLE'S ONLINE BEHAVIOR


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INTERNET USER *in millions 59,6 72,7 83,6 93,4 Source: eMarketer, 2013 2012 2013 2014 2015


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female male DEMOGRAPHIC Source: : APJII, Profil Internet Indonesia, Des 2012 48,4 51,5


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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


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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


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INDONESIA MEDIA CONSUMPTION TELEVISI NEWSPAPER RADIO 1 4 3 43,5 8,7 17,4 INTERNET 2 30,4 INTERNET USER IS DOMINATED By YOUNGER GENERATION 12 – 34 years Source: Nielsen, eMarketer, 2012


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INDONESIANS SPENT +3 HOURS ON INTERNET/DAY Source: Nielsen, eMarketer, 2012


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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


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65,7 % 52 % 45% 1,9 % HP TABLET LAPTOP PC DEVICES USED Source: : APJII, Indonesia Internet Profile, Des 2012


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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 Source: : APJII, Indonesia Internet Profile, Des 2012


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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


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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


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SEO DESIGN USER USABILITY USER EXPERIENCE INTERFACE SEARCH ENGINE OPTIMIZATION INFORMATION ARCHITECTURE GRID www.nngroup.com


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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.


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THREE MAIN TYPES OF USER INTERFACES: 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


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IA=KERANGKA INFORMASI


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UI=ALUR/ DESAIN ANTAR MUKA


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DESIGN


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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?


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NOW... HOW DO YOU WRITE IN DIGITAL/ SOCIAL NETWORKING


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HOW TO CREATE CONTENT/COPY KISS 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..”


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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.


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"GOOD WRITERS KNOW THINGS. THEY FIND OUT INTERESTING THINGS OUT ABOUT PRODUCTS OR SERVICES. George Tannenbaum, Executive Creative Director at R/Ga


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DID YOU KNOW? THE IDEAL LENGTH OF A TWEET IS 100 CHARACTERS


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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 DID YOU KNOW?


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DID YOU KNOW?


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THE IDEAL LENGTH OF A FACEBOOK POST IS LESS THAN 40 CHARACTERS WILL RECEIVED 86 PERCENT HIGHER ENGAGEMENT THAN OTHERS. DID YOU KNOW?


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DID YOU KNOW?


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DID YOU KNOW?


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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 DID YOU KNOW?


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THE FORMULA?


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LESSON OF LIFE IS OUT THERE


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EMB RACE COMMUNITY


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IDEA MOVIES IS YOUR


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IS GOOD GO TO MUSIC CONCERT ADDICTION


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


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S.A.L.E.S


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Speak Their Language


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ALWAYS IMAGINE YOU'RE TALKING WITH THEM


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Live the Experience


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Extra ordinary Attitude


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Sleep with the Brand


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CASE STUDY OREO “Dunking in the Dark”


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IMAGINE YOU'RE TALKING WITH THEM (PROBABLY) THE GREATEST CONTENT CREATION


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1 TWEET


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0 BUDGET


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525.000.000 EARNED IMPRESSIONS


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10.000 RE TWEET 18.000 LIKES 5000 SHARE IN JUST THE FIRST HOUR


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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)


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Advertising in business is a form of marketing communication KEEP IN 2: WHAT TO SAY HOW TO SAY


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


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REMEMBER S.A.L.E.S SPEAK THEIR LANGUAGE ALWAYS IMAGINE THEM LIVE the EXPERIENCE EXTRAORDINARY ATTITUDE SLEEP with THE BRAND


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REMEMBER S.A.L.E.S SPEAK THEIR LANGUAGE ALWAYS IMAGINE THEM LIVE the EXPERIENCE EXTRAORDINARY ATTITUDE SLEEP with THE BRAND TO MASTER DIGITAL COPYWRITING, YOU NEED TO UNDERSTAND PEOPLE'S ONLINE BEHAVIOR Advertising in business is a form of marketing communication KEEP IN 2: WHAT TO SAY HOW TO SAY


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QUESTIONS?


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Twitter: @seno_pramuadji www.about.me/senopramuadji


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