1. Copywriting is the concept and writing of copy to convey a message (sales) to readers/users/targets. Digital copywriting is just writing for online platforms and must consider people's online behaviors and device usage. 2. To write effective digital copy, understand your audience and their online habits like frequent mobile use, social media engagement, and preference for brief messages. 3. Tips for digital copy include using short lengths for different channels, embracing communities, reading widely, and remembering the S.A.L.E.S. framework - Speak their Language, Imagine them, Live the Experience, Extraordinary Attitudes, Sleep with the Brand.

1. COPY
WRITING
IN DIGITAL
Image: www.usbtypewriter.com

2. AGEABOUT „IKLAN‟ OR ADVERTISINGBASIC COPYWRITINGTHE SCOPEDIGITAL COPYWRITINGHOW TO DO IT/THE TIPSNDA

3. RESP
GET A CLUE OF WHAT IS COPYWRITINGWHO IS BEHIND ALL OF THATWILL HAVE PASSION IN ADVERTISINGHOPEFULLY, CAN CREATE CONTENT/COPY
ONSE

4. 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.

7. 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.

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

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

12. Copywriting adalah mengonsep dan menulis copy untuk menyampaikan pesan (jualan) kepada pembaca/user/target

14. PRODUK: KONDOM
PERATURAN IKLAN KETAT:
-TIDAK BOLEH VULGAR
TERUS..GIMANA??

17. WRITER
ART
COPYDIRECTOR

24. DIGITAL
DIGITAL/online is just a platform.
The difference is.....?

25. UNDERSTANDING PEOPLE'S ONLINE BEHAVIOR

26. INTERNET USER*in millions59,672,7
83,6
93,4
Source: eMarketer, 2013
2012
2013
2014
2015

27. female
male
DEMOGRAPHICSource: : APJII, Profil Internet Indonesia, Des 2012
48,4
51,5

28. DEMOGRAPHIC by AGESource: : APJII, Indonesia Internet Profile, Des 2012DIGITAL 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 cyber9,9 %
11,6 %
10,9 %
9,1 %
14,2 %
11,8 %
10,9 %
10,1 %
6% 3,1 %
15 -19
20 -2412 -1530 -3425 -29
50 -54
45 -49
40-44
35 -39
55 -59

29. DEMOGRAPHIC by AGE
Source: : APJII, Indonesia Internet Profile, Des 2012
INTERNET USER IS DOMINATEDBy YOUNGER GENERATION12 –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
40-4435 -39
55 -59

30. INDONESIA MEDIACONSUMPTIONTELEVISINEWSPAPERRADIO
1
4
3
43,5
8,7
17,4
INTERNET
2
30,4INTERNET USER IS DOMINATEDBy YOUNGER GENERATION12 –34 yearsSource: Nielsen, eMarketer, 2012

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

32. NEWSREADINGWORLD-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

33. 65,7 %
52 %
45% 1,9 % HPTABLET
LAPTOP
PC
DEVICES USED
Source: : APJII, Indonesia Internet Profile, Des 2012

34. SPEND TIME W/ FAMILY
WHAT DO THEY
WHEN THEY‟RE ONLINE
87,8
68,3
62,157,9
22,4
18,55,968,911,6
SOCIAL MEDIA
DL/UL VIDEO
NEWS
EMAILCHATTINGONLINE GAME
VIDEO CALL
OTHERS
BROWSING
Source: : APJII, Indonesia Internet Profile, Des 2012

35. 69
35
2917146
6
IN BED
WAITING
WATCHING TVSPEND TIME W/ FAMILYCOMMUTER 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‟REALONE

36. 43373623
20
16
16
WHATSAPPBBMLINE
FB MESSENGER
WECHAT
KAKAOTALK
SKYPEINDONESIAN LIKES TO CHAT...A LOT
Source: On Device Research 2013THEIR CHATTING HABITINDONESIANS ARE A VERY SOCIAL AND“CHATTY” MARKET

37. SEO
DESIGN
USER
USABILITY
USEREXPERIENCEINTERFACE
SEARCH ENGINE OPTIMIZATION
INFORMATION
ARCHITECTURE
GRIDwww.nngroup.com

38. INFORMATION ARCHITECTUREStructural 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 themachine 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

39. IA=KERANGKAINFORMASI

40. UI=ALUR/ DESAINANTAR MUKA

41. DESIGN

49. FIVE COMPONENTSOF 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?

50. HOW TO CREATE CONTENT/COPYKISSKeep It Simple, Stup*dLewis 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..‖

51. 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 AUDIENCEAND THE SPACE WHICH YOU'RE WRITING FOR, INTIMATELY.

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

53. NOW... HOW DO YOUWRITE IN DIGITAL/ SOCIAL NETWORKING

54. THE IDEAL LENGTH OF A TWEET IS 100 CHARACTERS

55. 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

57. THE IDEAL LENGTH OF A FACEBOOK POST IS LESS THAN 40 CHARACTERSWILL RECEIVED 86 PERCENT HIGHER ENGAGEMENT THAN OTHERS.

60. 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

61. THE FORMULA?

63. EMBRACECOMMUNITY

65. IS GOODGO TO
MUSIC
CONCERT
ADDICTION

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

67. S.A.L.E.S

69. SpeakTheir Language

70. Imagine You're Talking with Them

73. Sleep
with
the
Brand

74. Advertising in business is a form of marketing communicationKEEP IN 2: WHAT TO SAYHOW TO SAY

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

76. REMEMBERS.A.L.E.SSPEAK THEIR LANGUAGEALWAYS IMAGINE THEMLIVE the EXPERIENCEEXTRAORDINARY ATTITUDESLEEP with THE BRAND

77. QUESTIONS?

78. THANK YOUSeno PramuadjiDigital Creative & Social Media EnthusiastTwitter: @seno_pramuadjiwww.about.me/senopramuadji