Akber (Akademi Berbagi) is a social movement in Indonesia. It teaches people about the passion of sharing. Give back to society. And this is my presentation for Akber Bekasi.

1. COPYWRITING
DIGITAL
IN
@seno_pramuadji

2. INTRO
DUCTION

3. 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

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

5. LEGO
KOLEKTOR
AMATIR

6. AG
E ABOUT ‘IKLAN’ OR ADVERTISING
BASIC COPYWRITING
THE SCOPE
DIGITAL COPYWRITING
HOW TO DO IT/THE TIPS
NDA

7. RES
P GET A CLUE OF WHAT IS COPYWRITING
WHO IS BEHIND ALL OF THAT
WILL HAVE PASSION IN ADVERTISING
HOPEFULLY, CAN CREATE CONTENT/COPY
ONSE

8. 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.

9. IKLAN
PENYAMPAIAN
PESAN
=

12. Advertising Agency: Leagas Delaney, Hamburg, Germany

13. Advertising Agency:
i Latina, Mexico City, Mexico

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

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

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

21. IS LIKE BATMAN
ART DIRECTOR
& ROBIN
COPYWRITER &

22. WRITER
ART
COPY
DIRECTOR

23. DIGITAL
?
HOWABOUT

28. DIG
ITALDIGITAL/ONLINE IS JUST
A PLATFORM.
THE ONLY DIFFERENCE IS...

29. UNDERSTA
NDING
PEOPLE'S
ONLINE
BEHAVIOR

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

31. femal
e
male
DEMOGRAPHIC
Source: : APJII, Profil Internet Indonesia, Des
2012
48,4
51,5

32. 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

33. 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

34. 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

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

36. 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

37. 65,7 %
52 %
45%
1,9 %
HP TABLETLAPTOPPC
DEVICES USED
Source: : APJII, Indonesia Internet Profile, Des 2012

38. 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

39. 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

40. 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
INDONESIAN
S ARE A VERY
SOCIAL
AND
“CHATTY”
MARKET

41. SEO DESIGN
USER
USABILITY
USER EXPERIENCE
INTERFACE
SEARCH ENGINE OPTIMIZATION
INFORMATIONARCHITECTURE
GRID www.nngroup.com

42. 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.

43. 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

44. IA=KERANGKA
INFORMASI

45. UI=ALUR/
DESAIN
ANTAR MUKA

46. DESIGN

54. 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?

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

56. 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..”

57. 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.

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

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

60. 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?

61. DID
YOU
KNOW?

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

63. DID
YOU
KNOW?

64. DID
YOU
KNOW?

65. 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?

66. THE
FORMULA?

67. LESSON OF LIFEIS OUT THERE

68. EMB
RACECOMMUNITY

69. IDEA
MOVIESIS YOUR

70. IS GOOD
GO TO
MUSIC
CONCERT
ADDICTION

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

72. S.A.L.E.S

73. Speak
Their
Language

74. ALWAYS
IMAGINE
YOU'RE
TALKING WITH
THEM

75. Live
the
Experience

76. Extra
ordinary
Attitude

77. Sleep
with
the
Brand

78. CASE STUDY
OREO
“Dunking in the Dark”

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

80. 1TWEET

81. 0BUDGET

82. 525.000.000
EARNED
IMPRESSIONS

83. 10.000
RE TWEET
18.000
LIKES
5000
SHARE
IN JUST THE FIRST HOUR

84. 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)

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

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

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

88. 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

89. QUESTIONS?

90. Twitter: @seno_pramuadji
www.about.me/senopramuadji