The title of my thesis is inspired by the surrealist painting by René Magritte, The False Mirror, from 1929. This painting presents a double interpretation: the sky in the eye is what man is seeing, or it is the desire that the lives? The title directs the answer a bit and in fact, the fact of considering this mirror as false, can make one think that that eye identifies itself with something that is not true, of fake, a way to say that that person is not what it looks like.
#THEFAKESCREEN behaves in the same way: when we pick up the phone and access Instagram, the phone screen behaves in the same way as Magritte's eye, allows us to see the reflection of others, bringing with it a multitude of interpretations.
Instagram has two problems: the first problem concerns the fact of too much information; in fact to succeed in emerging we must demonstrate that we are able to analyze the market and our target and to be able to communicate effectively in the exact place where we are. Impressions matter and on the web they are formed very quickly, so you need to pay close attention to your image and what you tell yourself about the world. The border between profession and private is now at the limit of the non-existent.
The second problem consists in the sometimes incorrect techniques: as often happens with the success of a new instrument and the consequent opportunity to do business, obscure roads are born to achieve results in less time and with less effort. More and more users are damaging a market and a business through these incorrect techniques.
But there is no development with the anarchy of digital communication.
On the market there are different solutions with the intent to face these aspects. A multitude of programs that, however, are not always manageable and able to bring real advantage. This is because:
The close and obligatory link with the data: they have a close and obligatory link with the data that greatly limits the vision and analysis of the users;
They need the reading of a competent person: although they are made to be simple and ready on, many of these tools still need competent personal use and reading;
Fundamental criticality, the language: most of these tools are developed abroad and only present the English language. This makes listening difficult, restricting it to just keywords in English;
Reliability: some of them, focusing exclusively on immediacy, leaving the accuracy and truthfulness of the data in the street, thus reporting data that often does not correspond to reality;
Accessibility: most of these tools are presented exclusively in the form of websites. The data, however, must be accessible at any time and in any place.
My idea, and therefore my project, is to create an application (to support both individuals and companies) that uses a very powerful data analysis engine to define a Personal Branding strategy, in the case of individual users , and to be able to direct effective marketing influencer actions, as far as companies are concerned.
Therefore it wants to be an example for all those who face the fickle digital world. Building an ethics in online self-presentation, aspiring to a principle of transparency, both on the part of companies and users, taking on the task of spreading the culture of fairness and respect.
All these considerations form the foundation of my project, which responds to insight: "Having the right data at the right time, for the right purposes". Aiming to be ready on, and therefore to the simplicity of reading the data; and accessibility, understood in its broadest sense as the possibility of using the service at any time and place, but also the opportunity to access a greater quantity of accurate data.
This reality, however, does not live on data alone, but creates an environment in which technology and man coexist. With these principles, the application takes advantage of the netnographic approach: that is, a research method that combines quantitative and qualitative techniques, thus allowing to bring to light an evidence more adherent to reality.
The values that imbue this reality are:
Awareness: awareness consists of knowledge, understanding and conscience, and allows a clear view of the path taken;
Control: an attitude and a need. The control consists in the possibility of having, at any time, full availability of the necessary tools and information;
Immediacy: today speed is everything, and this is why the application is designed to make data read out immediately;
Accessibility: understood as the possibility of sharing the same data on all levels of the company: it is necessary to be sure that everyone has the possibility of having the same tools available.
Awareness: awareness consists of knowledge, understanding and conscience, and allows a clear view of the path taken;
Control: an attitude and a need. The control consists in the possibility of having, at any time, full availability of the necessary tools and information;
Immediacy: today speed is everything, and this is why the application is designed to make data read out immediately;
Accessibility: understood as the possibility of sharing the same data on all levels of the company: it is necessary to be sure that everyone has the possibility of having the same tools available.
Trust - Data Quality: the application provides Data Quality, that is, it does not only analyze the information itself, but looks in detail, paying close attention to updating the data and its adequate representation. It is therefore a matter of carrying out a particular procedure, which deals with the integrity, validity, accuracy and relevance of the data collected.
Automation - Mobile Business Intelligence: the application uses Machine Learning, that is the area of artificial intelligence that contemplates automatic learning, the ability of a computer to assimilate a certain process and then be able to replicate and react. It is thus possible to measure the results accurately and quickly, obtaining and managing much more precise data.
And here we come to the name of my brand: MAVEs. The fact that there is an uppercase and a lowercase part indicates the co-occurrence of two words. The capitalized part, MAVE, indicates the first syllables of my surname and name, Marchiaro Veronica; while the lowercase letter s refers to the term mavens, a term used by Malcolm Gladwell in his subdivision of the subjects involved in the distribution of information and in their capacity to condition. These are the so-called experts, people who have an innate ability to collect and share information; furthermore, in the Yiddish language, it means "one who accumulates knowledge".
Going back to the inquiring eye of Magritte, the interpretation that I confer on him is inscribed in a positive perspective, and what I perceive is the representation of an eye inscribed in a person with a great lucid mind and a clear future, represented by the just from the clear sky.
I have transformed these concepts into my logo: the logo consists, in fact, of an eye, which is identified with the function of observing and analyzing and of a fragmented pupil, which indicates a pie chart and therefore the essence of being a 'Analytics App.
I have transformed these concepts into my logo: the logo consists, in fact, of an eye, which is identified with the function of observing and analyzing and of a fragmented pupil, which indicates a pie chart and therefore the essence of being a 'Analytics App.
Meanings, these, that find support in the payoff: "Unlock the Gaze", where gaze means, for the note, fixed gaze, to fix. The payoff wants to be an invitation to look deeper; but it is also the essence of the brand, in other words allowing users to go beyond what they see, offering them a broad and complete view of reality.
The graphic execution in my application refers to the artistic current born in the 1960s in America: Minimalism. I appropriated some features of this current, such as the reduction to the elementary geometric structures, the reduction to the essential, precisely because what must stand out and be the center of attention is the content, and therefore the data, bringing the attention on how and why a given phenomenon is processed. And it is precisely from one of the fundamental artists of Minimalism that I base my concept.
The characteristics of Minimalism are also reflected in the choice of colors, which are obviously white and black, favorite colors in this style, and red. The choice of the latter falls on the sharing of the thought of the American artist Donal Judd, red responds to the need to confirm and reinforce the specificity of the objects. In fact it is the color that brings clarity and brings out the content. Furthermore, red is one of the strongest colors and must necessarily capture attention.
Regarding the font, the choice fell on the sans-serif typeface designed by Adrian Frutiger in 1988: Avenir. He stated in an interview that during the whole creation process he always kept human nature in mind, combining human aspect and technology. And it is precisely this that is MAVEs, a reality in which technology and man coexist.
Regarding my target, I have identified six different types of Personas, which in turn are divided into two distinct macro groups by purpose, nature and profession. This categorization means that the application is divided into two versions: an Individual and a Business. Two very different versions, both according to the purpose of use, but also as regards the structure of the same.
In this jungle of numbers, characters and contents, the application presents itself as a safe and faithful compass that can guide the user towards natural growth and the creation of a strong and distinct image, in a coherent and ethical manner.
For the Individual version the Personas I identified are:
Graduates and freelancers: they use Instagram as a tool to look for work, create new contacts and make themselves known in their sector; furthermore, they are subject to social recruiting by companies at the time of hiring;
Professionals and employees: they are people who are already included in the working world, but who want to stay up to date, strengthening their network, but also to expand it, and to remain competitive in their sector; these people, among other things, are subject to a corporate communication.
For the Business version the Personas I identified are:
Small Influencer (25k - 100k);
Influencer Medium (100k - 1M);
Large Influencer (1M - 7M);
Small business owners;
Marketing managers, operators in the communication sector;
Established brands.
The Business Version already appears from its highly developed architecture, as it has many more features. This is because it must respond to real and well-threatened concerns within the minds of marketers, and beyond.
For 32% of respondents the identification of the influencer is considered the most complex challenge, while, for 43%, being able to measure the results of influencer marketing campaigns represents the biggest challenge of the entire process.
Other problems are found in being able to find reliable data, in the management of a large number of influencers at the same time, and finally, albeit on a reduced scale (only 6%) declares to find problems concerning the legal aspects, and therefore the resolution of problems of economic or contractual nature with influencers.
