Online Marketingand where the copywriter fits in

prepared by Miranti Daniar copywriting class

Universitas Indonesia 2010

BEFORE WE GO TOO FAR..

What is Online Marketing?

BEFORE WE GO TOO FAR …..

0

20000

40000

2005 2006 2007 2008 - 2009

16 M

1,1

20 M

1,5

25 M

1,8

31 M

2,1

Internet userInternet subscriber

Data source : APJII, Google ad planner

34 M

2010 - march

Did You Know?

34 millions internet user

Top 5 in the World

Social Media – Twitter on the rise

•Google.com/adplanner5,1 millions unique visitor

•Sysomos 16 dec 2009

Top cities by total tweet contributed

Top Twitter countries

FISHING WHERE THE FISH ARE

• Indonesia internet users is growing rapidly• Lower cost of internet access•More consumers are online and the number keeps growing•Social media such as facebook & twitter is rising

BEFORE WE GO TOO FAR..

It’s always on 24/7 It’s personal – one to oneIt’s dynamicIt’s a webIt’s a data mine Interactive – instant feedbackAlmost everyone is connected – web 2.0

Other reasons to go online..

What we need to understand in online world

BEFORE WE GO TOO FAR..

Technology keep evolving. We need to stay updated.

Foursquare?Augmented Reality??

To be able to say something relevant & in the right way to the online consumers, we must know what’s happening among them and understand the “manner”in their community

It’s Dynamic

BEFORE WE GO TOO FAR..

Speak their language & be conversational

Web 2.0

BEFORE WE GO TOO FAR..

BEFORE WE GO TOO FAR..

BEFORE WE GO TOO FAR..

BEFORE WE GO TOO FAR..

Audrey & Gamaliel

BEFORE WE GO TOO FAR..

mystarbucksidea.com

What can brand do about this?

BEFORE WE GO TOO FAR..

Coca Cola Facebook (real) Fan Page

BEFORE WE GO TOO FAR..

Online copywriting involves..

Creating Content/CopyCreating/join the conversation

User Generated Content

• Share• Collaborate

Making music, Wikipedia, etc• Opinion (The Wisdom of Crowds)

Amazon review

• Banner ad• Email• Search• Website• Viral• Other form of online marketing

These can result in content specialists such as :

- Social Media Content Specialist- Search marketing specialist

- And so on

BEFORE WE GO TOO FAR..

Banner AdvertisingStandard Flash Banner :

http://www.chrisrawlinson.com/2009/06/pringle-possibly-the-best-banner-ad-in-the-world/

BEFORE WE GO TOO FAR..

Banner AdvertisingRich Media Banner – Video Banner

BEFORE WE GO TOO FAR..

Banner AdvertisingRich Media Banner – Expandable Game Banner

BEFORE WE GO TOO FAR..

Banner AdvertisingRich Media Banner – Expandable Banner

BEFORE WE GO TOO FAR..

Email Tips to getting the most out of e-mail message

FROM ADDRESSProvide clear and consistent "From" address. 1st criterion recipients use in deciding whether to open a message. Reference a URL the individual can easily recognize such as admin@companyname.com

SUBJECT LINEKeep subject lines to 50 characters or less (have 12.5% higher open rate than longer subject lines)

Use urgency to drive action – “Today Only - Save 20%”, generic subject lines are bland and ineffective, “November 2006 Newsletter”

Beware of Spam words, special characters, all-caps e.g Free

EMAIL COPY

Place key information above-the-fold; below the fold will result in less clicks

Keep the body of the message clear and concise; use no more than 5 sentences per paragraph

Enable "Click to view as a web page" link; individual will be able to view message in a browser if graphics are rendering properly

Message size including should not exceed 60K.

Prioritize your content, using bullets, asterisks, graphics, size, color, and placement.

Offer unsubscribe link or reply-to mechanism so recipients can opt-off of receiving communication

BEFORE WE GO TOO FAR..

Email

BEFORE WE GO TOO FAR..

Search

BEFORE WE GO TOO FAR..

The single most important thing most Web sites can offer to their users is content that those userswill find valuable.

— The Elements of User ExperienceJesse James Garrett

Website

BEFORE WE GO TOO FAR..

WebsiteUnderstand the Website Objective :- Branding time onsite, interactivity w/ web, activities- Generating leads & prospects phone call, filling form- Online sales sales, repeat sales- other objective

Tips on writing copy for website :- Be personal- Use language that people understand - Grab visitors with headline & strong lead- Be scanable bullets points - Keep it short

Copywriter online is a content writer :Text, Blog, Audio, Pictures, Video, Flash, Games etc

WEBSITE & ONLINE CONTENT IS THE KING

BEFORE WE GO TOO FAR..

WWF www.mybabytree.org

BEFORE WE GO TOO FAR..

Donate A Mealhttp://www.donate-a-meal.com

BEFORE WE GO TOO FAR..

Doritos – Hotel 626www.hotel626.com

BEFORE WE GO TOO FAR..

Paso de los Toros (tonic water)Cut Out The Sweetness

BEFORE WE GO TOO FAR..

Samsung ShakeDownhttp://www.samsungshakedown.com/demo/

BEFORE WE GO TOO FAR..

Earth Hour

BEFORE WE GO TOO FAR..

Monopoly City Street

BEFORE WE GO TOO FAR..

French Connection :Chat Roulette

BEFORE WE GO TOO FAR..

ChildlineLaunch of ChildLine online counselling service.flv

BEFORE WE GO TOO FAR..

A box of life

SOCIAL MEDIA

BEFORE WE GO TOO FAR..

Whopper Sacrifice

BEFORE WE GO TOO FAR..

Ririn Dumin

BEFORE WE GO TOO FAR..

Ispy Levi’s Twitter Campaign

BEFORE WE GO TOO FAR..

Tweet Show

MOBILE IDEAS

BEFORE WE GO TOO FAR..

VW Iphone Apps

BEFORE WE GO TOO FAR..

Nokia Sign Post

14272585.mp4

BEFORE WE GO TOO FAR..

GermanWings

BEYOND THAT..

www.islandreefjob.com

whysoserious.com

Tdkviral.wmv

BEFORE WE GO TOO FAR..

Your Task :

Your online existence is your personal branding.

Say it with you Blog!

You may want to ask these questions :What will make my readers read my blog?What will make them stick around and leave some comments?

It can be something you good atIt can be a specific interest blogOr it can be something new

Let your creativity flow

BEFORE WE GO TOO FAR..

Raditya Dikahttp://radityadika.com/

BEFORE WE GO TOO FAR..

Diana Rika Sarihttp://dianarikasari.blogspot.com/

BEFORE WE GO TOO FAR..

Bena Kribowww.benablog.com/

BEFORE WE GO TOO FAR..

Ndoro Kakunghttp://ndorokakung.com//

BEFORE WE GO TOO FAR..

Evita Nuhhttp://jellyjellybeans.blogspot.com/

BEFORE WE GO TOO FAR..

Navinothttp://www.navinot.com

BEFORE WE GO TOO FAR..

Wimar Witoelarhttp://www.perspektif.net/

BEFORE WE GO TOO FAR..

Senovahttp://photos.sevenova.net/

BEFORE WE GO TOO FAR..

http://inijie.com/Jie

BEFORE WE GO TOO FAR..

http://www.balebengong.net//BaleBengong

Yours?Blog name?

What is it all about?

What’s the stickiness factor in your blog which make people will read,hang around and even come back for more?

Tips :Write what you love

BEFORE WE GO TOO FAR..

Upload :Nama lengkapScreen cap blog URL blog

Put Tags : Digital, Galeri Karya KamuPaling lambat Rabu 21 April 2010 jam 24:00

Let your blog keep growing. By end of class we will see how it goes