creativity and copywriting - online
TRANSCRIPT
PowerPoint Presentation
Creativity and CopywritingE-Learning Buzzwords
Insert screen grab of no detail too small video by SIA
1
2Read the lecture deck and follow the links as requiredRead the assigned texts - Whipple Ch.6, Ch.10 & Ch.13, Felton Ch.1113Complete the activities (you will submit them in tutorial the w/o March 27th)
E-Learning
Lynn CS4029 E-Learning
Lynn CS4029 E-Learning
Creative Thinking
AdReview
Commercial Break
Lecture (Part 2)
Lecture (Part 1)
Wrap-Up
LECTURE BREAKDOWN
Lynn CS4029 E-Learning
Plea3
Creative Thinking
AdReview
Commercial Break
Lecture (Part 2)
Lecture (Part 1)
Wrap-Up
Creative Thinking
LECTURE BREAKDOWN
Lynn CS4029 E-Learning
Please change the picture to something related to radio/music
4
Growth2Start with the simplest of the words and then proceed step by step to the more complex. Explain the stages of growth and their feasibility. Ive chosen four random words.13Take 5 minutes to write down your thoughts. Creative Thinking
Lynn CS4029 E-Learning
TailSaddleSpiderPyramidCreative ThinkingLynn CS4029 E-LearningAn example for your reference: Saliva suggest mouths and dentistry....you obtain a licence to set up a dental clinic ...you grow the business by offering a menu of other typs of care....saint suggests heaven. So you add a hospice service for those who are terminally ill.
Lynn CS4029 E-Learning
Creative Thinking
Ad Review
Commercial Break
Lecture (Part 2)
Lecture (Part 1)
Wrap-Up
Ad Review
LECTURE BREAKDOWNLynn CS4029 E-Learning
Lynn CS4029 E-Learning
7
Ad Review
http://makeit.netflix.com/projects/socksRead the website copy
Watch the video
Review the social comments
Lynn CS4029 E-Learning
Lynn CS4029 E-Learning
8
Do you like this Netflix MakeIt project? Why?
Would you talk about this MakeIt project online? Why?
Define the role of the copy.
Ad ReviewLynn CS4029 E-Learning
Lynn CS4029 E-Learning
9
Creative Thinking
Ad Review
Commercial Break
Lecture (Part 2)
Lecture (Part 1)
Wrap-Up
Lecture (Part 1)
LECTURE BREAKDOWNLynn CS4029 E-Learning
Lynn CS4029 E-Learning
10
E-Learning: BuzzwordsLynn CS4029 E-Learning
Please change the picture to key visual for lecture 9: words online11
Words onlineDigital advertisingViralContent planningTrendsAgendaLynn CS4029 E-Learning
Lynn CS4029 E-Learning
12
AgendaLynn CS4029 E-Learning
Words onlineDigital advertisingViralContent planningTrends
Lynn CS4029 E-Learning
13
The number of indexed web pages grew by almost five billionfrom 2015 to 2016. The average web page contains 1,600 words.Over 2.3 million blogs are published every day,according to WordPress.com. The average blog post in 2016 was 1,054 words.= A profusion of words online= 2.4 billion words on blogs
Words OnlineSource: https://www.grammarly.com/blog/future-of-writing/
Lynn CS4029 E-Learning
https://www.grammarly.com/blog/future-of-writing/
For advertising copywriting pay close attention to #3 and #4. Everyword tells enables your sentence to be smart, sharp and persuasive. Edit ruthlessly and write
Im assuming you have taken enough English courses to understand the basics of grammar so will not go over editing with you
Clarity of writing follows clarity of thought think about what you want to say and then say it as simply as possible 14
On average, 321 million tweets are being tweeted per day. Lets say the average tweet is 28 characters and half are in English.According to the SocialSkinny, every 60 seconds on Facebook about 293,000 statuses are updated. Best practice for brands is to limit their update to 40 characters per status update.= 11.7 million characters in status updates on Facebook a minute
Words Online= 5 billion English characters tweeted each daySource: https://www.grammarly.com/blog/future-of-writing/
Lynn CS4029 E-Learning
For advertising copywriting pay close attention to #3 and #4. Everyword tells enables your sentence to be smart, sharp and persuasive. Edit ruthlessly and write
Im assuming you have taken enough English courses to understand the basics of grammar so will not go over editing with you
Clarity of writing follows clarity of thought think about what you want to say and then say it as simply as possible 15
Flickr user Tom Mrazek
There is no indication from the data that we have reached peak content, in fact, the trends indicate that the volume of published content is increasing. Levels of internet access across the world are still increasing as are literacy rates, this combined with easier creation tools, would suggest we may have some way to go before we hit peak content.Steve Rayson, BuzzSumoLynn CS4029 E-Learning
Lynn CS4029 E-Learning
Asking students to write often, read a lot, and study basic principles like the ones I enunciate here is the best we can do. ]\\we create as much information in two days now as we did from the dawn of man through 2003.
16
Lynn CS4029 Lecture 9
Its imperative for copywriters today to understand tone, utility, and style, as well as how to adjust them across digital platforms.Lynn CS4029 E-Learning
Lynn CS4029 E-Learning
You are still talking to people but the platforms change the style and tone, and require a level of utility 17
UtilityWhilst all content should educate, entertain or inspire, content published in the digital world requires copywriters to have a heightened sense of utility. Copywriters should seek to answer, How is this content useful to customers?
Lynn CS4029 E-LearningWords Online
Lynn CS4029 E-Learning
LinksKeywordsJargon
18
ToneDepending on the platform, brands will ride the elevator of their sound. As long as they are an identifiable version of themselves (ideally, more conversational), they can use their sound online to stand out from the competition and capture the attention of their customers.
Words OnlineLynn CS4029 E-Learning
Lynn CS4029 E-Learning
Mac v. PC so clearly know who you are and who you are not.Its often helpful to have a muse. This is particularly important for social media content because you need to act like a person.
We talked about research so you can picture your audience did social listening so you can hear them try to walk in their shoes understand what it is like to have a conversaton with them
ROOKIE MISTAKE: you must project the clients identity, not the writers.
Write to one person imagine the one person youre helping with theis piece of writing this helps to connect your reader to the issue youre writing about If
Maybe the most typical user of that brand comes to mind - How would he or she talk? Or perhaps its the founder or all star employee? Or a celebrity that is the perfect match
Designers do this all the time they choose their muse Jennifer lawrence and ann hathaway never the saem
19
StyleWhile different digital platforms require slightly different writing styles, they all necessitate speed and clarity in copywriting. Consider using lists, short paragraphs, and links to make depth available rather than compulsory.
Words OnlineLynn CS4029 E-Learning
Lynn CS4029 E-Learning
20
Agenda
Words onlineDigital advertisingViralContent planningTrendsLynn CS4029 E-Learning
Lynn CS4029 E-Learning
21
The terms interactive, digital, and online are used interchangeably. Digital AdvertisingImage via Vybes Sunglasses
Lynn CS4029 E-Learning
Lynn CS4029 E-Learning
22
Interactive advertising that demands interaction between the brand and audienceOnline Advertising that happens onlineDigital Broadly, advertising on digital platforms
Digital AdvertisingFor your reference, however, they can be distinguished in this way:
Lynn CS4029 E-Learning
23
Digital is not just another channel. Digital is how you live your life. If you think of digital as just another kind of advertising , you are missing almost all of its potential.Teressa Izzei, Idea WritersFlickr user Tom MrazekLynn CS4029 E-Learning
Lynn CS4029 E-Learning
Quote slide with lightbulb think about incorporating your message into peoples lives. Do something connected with why people are there and how the medium works As Sullivan says, it not so much about making digital advertising as it is about making advertising for a digial world focus on understanding the platformsPeople live digitallty consumer bheavior of how people find, watch, share content
24
Ads that are digital are built using tech (code, sensors, AR etc.).Ads that get digital reflect an understanding of how ideas get discovered, accessed and shared in a connected world.Whipple p175Digital Advertising
Lynn CS4029 E-Learning
RIGHT: MARGERY TO INSERT: Unskippable ads, Oreo 360 video
25
You can push the brand narrative to interactive, dynamic places. You can now combine your words, with not only images, but media, technology and community to create unexpected outcomes.Digital AdvertisingLynn CS4029 E-LearningEdward Boches, Hey Whipple
Lynn CS4029 E-Learning
ad example26
Ideas that start with something people are already interested in (Newcastle + Superbowl)Ideas that invite participation from users (Nike + Chalkbot)Ideas that connect people to each other (Coca-Cola + Small World Machines)Ideas that deliver useful content and experiences (Charmin + SitOrSquat)Ideas that are able to migrate across different media (Plan of Norway + #stopthewedding)Ideas that embrace the speed of the Internet (Oreo + Daily Twist)
Digital Advertising
Lynn CS4029 E-Learning
Please build in each point one by one27
Advertising is content. You can't think of ads as separate things any more. needs to be good/interesting/relevant content if you want to get anyone to pay attention to it.
Content is advertising. Might sound like a repeat of the point above, and in some way it is -- but it's highlighting the flip side. Any content is advertising. It's advertising something. Every bit of content advertises something, whether on purpose or not.
Content needs to entertain, inform and/or provide utility for users to pay attention. If you want anyone to pay attention to your content (which is advertising something, whether on purpose or not) it needs to be compelling and engaging.
For many of these ideas, great content is key.
Sources:Digital Advertising
Lynn CS4029 E-Learning
Rebuild as imageInsert google youtube logo as source28
Today, a copywriter is asked to also be aCollaboratorContent writerConversation keeper/curatorIdea generatorInventorSocial media developer
Image via Flickr user Gabriel Rojas Hruska
Digital Advertising
Lynn CS4029 E-LearningCollaboratorSociologistStorytellerTech- appreciatorUtilitarianAnalyst
Lynn CS4029 E-Learning
29
AgendaLynn CS4029 E-Learning
Words onlineDigital advertisingViralContent planningTrends
Lynn CS4029 E-Learning
30
Lynn CS4029 E-LearningViral
Lynn CS4029 E-Learning
31
Lynn CS4029 E-LearningViral
Lynn CS4029 E-Learning
32
Lynn CS4029 E-LearningViral
Lynn CS4029 E-Learning
33
Viral
Lynn CS4029 E-Learning
34
Lynn CS4029 E-Learning
Viral
Lynn CS4029 E-Learning
35
Lynn CS4029 E-Learning
Viral
Lynn CS4029 E-Learning
36
Lynn CS4029 E-Learning
Viral
Lynn CS4029 E-Learning
37
AgendaLynn CS4029 E-Learning
Words onlineDigital advertisingViralContent planningTrends
Lynn CS4029 E-Learning
38
Cocktail Party RuleImagine a large room, filled with interesting people. There are many conversations happening at once. People are talking about themselves, asking questions about the other person and then a common thread is discovered. Something that both people have in common. That's when the conversation gets very lively and a connection is made.Mix and mingle. You share what you have -- interest, expertise, connections, and your attentionThen, when it's your turn to talk -- they'll actually be ready to listen. - Drew Mclellan
Lynn CS4029 E-LearningContent Planning
Lynn CS4029 E-Learning
A word on writing for social media cocktail party metaphor39
Content PlanningDiscoverPlanCreatePropagateLearnRepeat
Lynn CS4029 E-Learning
40
DiscoverPlanCreatePropagateLearnRepeatContent Planning
Lynn CS4029 E-Learning
41
What brands wants to say their identity and value propositionWhat people want to hear their passion points and interests
Content PlanningContent TerritoryLynn CS4029 E-Learning
Lynn CS4029 E-Learning
So, you see there is an important distinction for us to make about just creative writing and strategic copywiring. Or, writing with a purpose.
Need to hit the sweet spot where the circles overlap with your creative. Understand the overlap of art and businessEffectively define the box.Practice thinking within it.42
Calling all Copywriters!Lynn CS4029 E-LearningContent Planning
Lynn CS4029 E-Learning
Hero content needs to be made/edited specifically for YouTube Advanced planning can help in identifying: Potential for Live Streams of Events Cross-promotional content with Influencers Ancillary videos that could add a longer tail to the conversation around the campaign/ event
43
Content PlanningStock ContentStock, or as Google puts it, hygiene content, is enduring. It can be a strong driver of discoverability and lives on the brand website, blog or YouTube/Vimeo channel. Tutorials, Q&As, brand manifestos are common topics in stock content.
Lynn CS4029 E-Learning
44
Content PlanningFlow ContentFlow content is more temporary and fuels peoples social feeds. The term flow relates to income in economics: the value of flow is that it is constant, flexible and responsive. A subset of flow content is hero content, which aims to generate spikes of fame and drive social sharing.
Lynn CS4029 E-Learning
Content PillarsContent PlanningTravel InspirationFan EngagementBrand InsiderTravel TriviaTo inspire travelers to plan for their next tripTo generate interest and engagementTo bring the audience behind the scenesTo get personal with fans and show appreciation
Inspiring travel quotesDestination highlights Event-based travel recommendationsCity Smart TipsTravel and Brand triviaEmployee heroesCelebrity spottingFan highlightContestsContent pillars, or content buckets, streams or themes, enable brands to more effectively scale up their content engine. They offer structure to creative planning; give insight into what content is resonating; and, ensure coverage of key messages. Serving as mini series, content pillars can fuel creative development for flow content. Brands should aim to win on relevance!
EXAMPLE:
Lynn CS4029 E-Learning
, competitions etc46
Content PlanningContent CalendarPlanning content is not only efficient for the brand, but also encouraging for people seeking its content. Content calendars, or editorial calendars, help to organize the brands content to be published what will be posted and when, by who. The calendar may signal the following elements: whether content is globally, regionally, or locally produced; which platform the content is being published; the content theme; and, the specific countries its being published. Brands producing lower volumes of content tend to use a calendar grid. Brands producing higher volumes of content tend to use an Excel spreadsheet or native content planner.
Lynn CS4029 E-Learning
Best Practice and Knowledge Sharing0
1
2
3
4
5
6
Team Brainstorms Content IdeasContributor Writes ContentIn Review/ In RevisionIn Review/ In RevisionScheduled for PublishingContent MeasurementContent PublishedContent Approved by ClientContent Not Approved by ClientSends to Editor for ReviewContent Planning
Lynn CS4029 E-Learning
These are two pictures please recreate so I can edit the text in each of themBrainstorm meet to discuss existing content that is working well as well as new content ideas that may integrate with marketing campaignsCollaborate tea works together to create, agregate an curate content48
Creative Thinking
Commercial Break
Lecture (Part 2)
Lecture (Part 1)
Commercial BreakWrap-UpAdReview
LECTURE BREAKDOWNLynn CS4029 E-Learning
Lynn CS4029 E-Learning
49
/
Explore the archives of these awards shows:http://shortyawards.com/
Lynn CS4029 E-Learning
http://webbyawards.com/
Lynn CS4029 E-Learning
Webbyawards best writing (editorial) (*blog/website), online film & video best writing, activism
50
Creative Thinking
Commercial Break
Lecture (Part 2)
Lecture (Part 1)
Lecture (Part 2)Wrap-UpAdReview
LECTURE BREAKDOWNLynn CS4029 E-Learning
Lynn CS4029 E-Learning
51
AgendaLynn CS4029 E-Learning
Words onlineDigital advertisingViralContent planningTrends
Lynn CS4029 E-Learning
52
#Hashtags
Trends
Lynn CS4029 E-Learninghttp://bit.ly/2lUkevnhttp://huff.to/2kQcr0w
http://bit.ly/2lRRt5A
Lynn CS4029 E-Learning
53
Trends
Full Stop.
http://nyti.ms/2lq6tqpLynn CS4029 E-Learning
http://bit.ly/2kQ0XKwhttp://bbc.in/2kEOKHG
Lynn CS4029 E-Learning
54
Trends
Emojis
Lynn CS4029 E-Learning
http://bbc.in/2ldumiYhttp://bbc.in/2kwnbFnhttp://bit.ly/2kEQe4C
Lynn CS4029 E-Learning
55
Trends
FYI Evolution of Language
Lynn CS4029 E-Learninghttp://bit.ly/2lUtJuqhttp://bit.ly/2kZr5VX
http://bit.ly/2loWUIE
Lynn CS4029 E-Learning
Atrollis no longer just a character from Norse folklore, but someone who makes offensive or provocative comments online; andastroturfingis no longer simply laying a plastic lawn but also a fake online grass-roots movement. John Reed, OxfordDictionaries.com
56
Creative Thinking
Commercial Break
Lecture (Part 2)
Lecture (Part 1)
Wrap-Up
Wrap-UpAdReview
LECTURE BREAKDOWNLynn CS4029 E-Learning
Lynn CS4029 E-Learning
Repeat agenda slide with highlighted box
57
Lynn CS4029 Lecture 9
58