Adv160

Pseudonym Project ADV160 - Convergence and Applied Technology Darren Whittington Eddie Belhay EB157896

CONTENTS.

WEB 2.0 Web 2.0 was a term coined in 1999, the definition was not of a system or technological update yet an evolution of how the end user and softwere developers use the web. web 2.0 differs dramatically from the pre 2000s, the end user can now upload content and connect to other users through a wide array of mediums like social networking sites, blogs and small website style platforms aswell as other platforms specifically for the user to upload a certain format of information.

Advertising agencys saw the evolution of the consumer parralel to the growth and advances in technology, and tapped into this channel by using social networkig sites creating a psudonym for the product/brand to sell through the platform. now we can see the efforts did not increase sales effectivly enough, general motors pulled the plug on the $10m spent on advertising through facebook due to the money spent wasnt generating enough sales to make it worth while.

Web 2.0 has had huge impact in the bussness world especially the advertising sector, through modern advances in technology and web 2.0 the consumer has evolved making it harder for brands to advertise through traditional channels. the consumer now has the choice in what content to view as well as rejecting advertising chanels like tv, the end user has more power to influence other consumers through the content they upload and social media sites.

There is now a change of approach taken to social media in conjunction with advertising where companys will use the platform as a customer survices channel and consintrate more on consumer brand relations than selling to the consumer, because the end user wont listen to the company selling due to the nature of the platform.

Advertising placement is very important because the consumer will only be pursuaded if the right advert is in the right place at the right time which makes it hard to advertise on facebook.

PSEUDONYM pseu· d o· n ym [sood-n-im] Noun a fictitious name used by an author to conceal his or her identity; pen name. Compare allonym Origin: 1840–50; < Greek pseudṓ n ymon false name; see pseud-, -onym Synonyms alias, nom de plume.

my pseudonuym will be in the form of a combination between social media and an app. my message is simple, the pseudonym is here solve a common problem with most gyms today which is how does the member know when the gym is busy and when it is not without calling or visiting the gym. the pseudonym will be there as both an observer and a service helping out the consumer and keeping them loyal to the gym brand.

i have been given the task to create a psudonym persona of an inanimate object with a remit in order to either sell, observe or be the ambasador of a subject, the pseudonym persona must have a need for being and use social media platfroms to deliver ijnformation.

the app will cover the problem concerning how busy the gym is and giving members an insight, and the social media channel will be the customer service side of the gym

I have decided to base my pseudonym in the gym/ fitness sector, my pseudonym is very simple, it will compromise of a message, tone of voice and a reason for being.

in turn the new technology and social media operations will entice prospective and the general public into buying into the gym. this new way of running a gym is inovative as it keeps with up to date technology unlike competitors who have not utilised this method.

Social networking sites the leading social networking site is facebook with 1bn regesterd users as recorded 4th october 2012, there are over 200 well known social networking sites each boasting unique capabilitys and themes from singlemuslim.com to the elitest invite only site elixeo.net. social networking is an umbrella term which can be split down into spacific catagorys like blogs, video hosting etc. by far the most used sites are the simple community/virtual reality sites like facebook where you can communicate with ease and network with a simple click of a button. with the addition of live video messaging using the skype technology to their already many means of communicating a user, facebook became favourable as it allows the online community to communicate a message with clarity and to deliver information quicker resulting in a faster response.

youtube is a large video hosting site with regesterd users able to comment on other members videos as well as post their own videos for the public and whole internet to enjoy. youtube is probibly the most important platform for bussiness's as tv adverts or online only campaigns can be uploaded with the potential to be seen by a large audiance if the content is relevant enough ti the intended catagory of users. if this is acheived the video could become "viral" where the youtube video becomes so popular with the audiance it breaks the walls of that platform reaching other networking sites, blogs and platforms in wich the end user can communicate spreading the message through popularity and interest at very small cost as opposed to buying heaps of air time with little reach compaired to the online community.

Facebook Facebook is used by many businesses to humanise the company for messages to be relatable by the audiance, its main purpose is to deliver news to the public, expose and advertise events, communicate to the consumer and increase brand loyelty. some may still use facebook as a direct method of advertising to sell but by far the most effective methods used are the periphial ways of communication. two succeseful ways consist of either an instant delivery of a message through a popular image or video link from an external platform (youtube). or the slow deliery of a message like re positioning a brand or changing the tone of voice through the content and themes posted on the site.

when done successfully the soncumer buys the product due to social factors and pursuasion into beliving the brands message subtly without them shouting buy this and that constantly. i have chosen to use facebook as a platform for my pseudonym to exist. with capability of hosting events, online calander and other communicative features this would deliver messages alot more effectivly than other simiular sites. the app can also work in conjunction with facebook informing the users activitys via the app, therfore also increasing the apps exposure driving members to the gym. facebook will also connect to twitter in order for the users who primarely use facebook to check twitter for news updates as a live feed as opposed to the highlights posted on facebook.

Twitter Twitter is also a large platform of users, with over 500m regestered users reach is very high. unlike facebook twitter concintrates more on up to the minute news updates where users have 140 charecters to post a message with a shorter life to a facebook post, the average will post more twitter updates than facebook making the newsfeed very active. the format in which users interact creates an open environment with less indepth personal insight and more current activitys of the user. most trends and viral content is usually sparked on twitter as exposure and the speed in which messages spread is very high. many bussinesses use twitter as a means for their audiance to keep track of whats going on and important news, the most successful aaccounts are pseudonyms of brands and public figures as the audiance is more inclined to have a greater interest to an account with content they can relate to, through this a consumer would be more inclined to grow a relationship with a brand effecting his buying desicision.

best example of this is taco bell with funny and relateable content e.g User: hey @taco bell, what are you doing right now? is it cool if i come over?

Taco bell: @ user we'd be genuinaly upset if you didnt come over with the ability to constantly stream information and respond quickly with a user twitter would be a very usefull platform for maintaining a relationship with the memebers of the gym and also creating content with the potential of popularity, increasing exposure and driving sales up through free advertising and exposure the twitter will also be able to take care of faqs and other enquires users have with the ease of not having to go to the gym or call a member of staff, saving the business money.

screens throughout history from the first technological inovation used in advertising, the motion picture cinema, the number of media screens in which one can advertise have increased. with web 2.0 constantly evolvong hand in hand with technologican advances, the advertising world is changing, especcially with the fourth screen coming into play and the prospect of the fith screen.

in order of history, the screens are as follows 1st screen*: the cinema (silverscreen) 2nd screen: tv 3rd screen: the personal computer (internet) 4th screen. portable/ handheld devices (mobile phones/ technology with 3,4g and wifi capabilitys 5th screen**. outdoor digital advertising. *the cinema defined as a screen is a debatable matter in which i believe it is a screen meaning we currently have 4 media screens **the definition of the fifth screen is yet to be confermed.

it is important for comapnys to utalise these advances in advertising as they are a means to save money and gain a better reach with more effective communicative capabilitys, this also means advertsing creatives must keep up to date and push their creative skills in order to fully utilise the power that technology has to offer. i wish to use the 3/4 screen (depending on wether the cinema screen is classed as a screen) to create an app which inadvertantly advertises and creates interest as well as use inovation to seperate the brand from competitors. the best way in todays over exposed consumer to sell through advertising is to use in direct methods in which the consumer is more likely to respond to, this is made possiable with the evolution of technology and the personal status of these new mediums in which one uses to advertise.

The audiance The problem is the gap between the gym and its live status and the members, there are peak times but throughout the day it is very hard to judge whether the gym is busy or not. the sulotion is simple, create an application that is constantly updated through a live feed to inform members the gyms status. there are three types of consumers, the 'summer body/new years' members (type 1) where they join yet are the least fequent gym users, the 'weight loss/ bodybuilder' members (type2) who use the gym often and hardly miss a day and then you have students who fit the void between the two types of members, one week on one week off very erratic attendance. each type of member will be attracted to different features of a gym, but the one correlation that they share are; price, equipment, how busy it is. when a gym boasts one of these features like price, or how busy it is yet also dont fall short on the other features then they are attracted to the gym and sign up especially where there are bonuses or extras that sweeten the deal. i feel the app along with the social media aspects could be intwined and dressed up to bring the gym more members as well as looking after current members.

by dressing up the membership i imply that once a member pays for a member ship they get a 'pack' including objects of now value yet make the consumer feel like they are getting something for their money, a bottle, towel and documents with personal log in to the app etc the age or the audiance is as follows: Studnets: 18-21 members of the public 20-40 (members of the public type 1: 20+) (members of the public type 2: 25+) with the exception of the over 40s as they are a minority in the fitness sector The meadian age range between 19-25 with an agerange of 19-25 i feel the media blend of social media and an mobile application will be very suitable considering this majority of this audiance will have at least on smart mobile device.

stratagy For the pseudonym to work, it relys on three factors to coencide. the first factor is the business both the actual website and the gym where the membership can be bought to recieve the free app. the website will have all the relivant info aswell as links to the social media sites and the gym will have advertising aswell as promotional material. combined this will sell the membership and the app the second factor is the social media channel, i will be using facebook and twitter to do two things. expose the app and gym and also as a customer service hub answering q&a's aswell as feeding the public with vital news. third factor will be public advertising through print and radio. i shall take the narrow casting approach to the media space bought for advertising, it will be bellow the line and within a 3 mile radius attracting locals.

ADVERTISING

FACEBOOK

TWITTER

THE GYM ONE WAY TRAFFIC TWO WAY TRAFFIC* CONSTANT FLOW OF TRAFFIC BETWEEN THE TWO**

* TRAFFIC FROM THE SITE DIRECTED TO THE GYM THROUGH THE CONTENT (GYM ADDRESS/ WEBSITE LINK ** INTRIGUE FROM TRAFFIC (LIKE LINKS FOR CONTENT THAT IS FOUND ON THE OTHER SITE) CAUSING USERS TO BOUNCE FROM ONE TO THE OTHER

Stratagy The continuity (timing for media insertions) of the whole pseudonym will be in stages startig with the online surfacing of the app through social media and website, this inturn will cause public intrigue. then the launch of the app for existing members. this is because of two reasons, trial for any anomalys to be singled out and resolved and second to build a foundation for the pseudonym to work between the app, social media and the business. after a period of time where the pseudonym and app is fully funtional advertising will comence starting with open air and print withing news papers spear heading the campaign then the presence of radio advertising within the local area for full exposure. after the first pulse of advertising, media expenditures will be cut in half in order not to over load the gym with more demand than the businesses capacity. there will then be a continus tricle of advertising promoting offers as the app will be well known and will not single handedly sell memberships.

Technology The app will use camera recognition technology used in facial and numberplate recognition in our day to day lives. but this territory has yet to be explored by the fitness world untill now. using markers to syncranise a space like a treadmill the camera will recognise the space, then when syncranise to collect data whether in use or not it will be sent to the server for the info to be seen on the mobile device. this would be far more cost effective than to have all the machines to be fitted with a monitor to record if its being used or staff recording the info my the hour, this will also be much more accurate as opposed to systems where the gym collects data when members sign in and out for an average usage of the gym. that system does not allow for variables and anomalys.

the app will also have an online booking system in which the member can book sessions on the move while also finding out how busy the session will be. the closest this technology has been used to the way i intend to use it is the smart carpark managment systems which lets the car park manager know which space has been taken and how long for, this technology helps both the company and the consumer. the gym would benifit from my system as it could accuratley analyse which equipment is fequintly used and what sections of the gym is used so that changes can be made to save cost, increase usage and customer satisfaction.

Artwork

DUMBELL MATE Logo

R: 211 G:39 B:34 Theme/ Background

R: 79 G:83 B:164

The app

Concept

The app Account settings

The app will be a very basic with a simple to reduce technical difficultys. the app will be user friendly due to the nature of the layout and design. the app will be mapped as such, this simple network ensures the probability of technical dificulty will be very low.

logo/home

Gym status/ live feed

Sessions

logo/home CARDIO WEIGHTS MATS

logo/home EQUIPMENT

logo/home STATUS

LOG OUT EQUIPMENT EQUIPMENT

MEMBERSHIP INFO

EQUIPMENT Back

Back

Back

Home screen

Home screen

logo/home

My sessions USERNAME PASSWORD Book sessions

Back

Loading screen/ LOG IN

logo/home

logo/home SESSION NAME

Cancel booking

SESSION NAME

SESSION NAME

SESSION NAME

SESSION NAME

SESSION NAME

SESSION NAME

SESSION NAME

Back

Back

MAKE BOOKING

The app Functionality

Expansion capabilitys

The first major funtion of the app is the constant stream from the gym updating regularly to inform the user of the current status, this also allowing the user to plan their gym session around the avalibilty of the gym.

the app is able to evolve into a system where it becomes more personal to the user recording their activitys and progress as well as planning their future activitys for them to reflect on making the pseudonym (dumbell mate) almost an all round personal trainer and a product in its own right.

the second function is to book sessions/ classes while on the move without having to go online through a browser, this increases the exposure of the classes as members will also while checking how busy the gym is view what classes are avaliable to them as they are already on the app and is easily acessable to them. these two factors are integrated to social media as they can turn on publishing like you do with instagram and let their friends know they have booked or went to a session/gym. the social aspect will satisfy the end user but also through the action of the user expose the gym and app to their network of friends for free increasing the gyms awearness.

an expansion such as this if utilised by a large capacity chain gym could increase profits as a seperate product that also drives sales of memberships. the flaws with this concept is copyrighting and patents so that the edge on competitors is still there. just like new hardwere and innovations they must be patented in order to protect them from theft by competitors

Facebook

Facebook Facebook will be used to highlight important news and content due to the nature of the platform, i shall post up events, news from twitter and also interactive content like questions for the public to reply to with their feedback. this will do two things, constant activity making the page a place to return to in order to be updated. and also create a relationship with the public.

Tone of voice the language used will consist of these key principles. knolageble welcoming human to the point

my pseudonuym will heavily rely on facial recognicion technology which will be used to monitor the gym and relay to a user friendly app. in conjunction with the app there will be social media platforms used to take pressure off the gym staff and solve faqs and also as a platform for customer services. the platform will also expose events to the audience which will be mainly be members of the gym. my message is simple, the pseudonym is here solve a common problem with most gyms today which is how does the member know when the gym is busy and when it is not without calling or visiting the gym. the pseudonym will be there as both an observer but also as a service helping our the consumer and keeping them with the gym. in turn this new way of running a gym will attract more members into the gym as not many gyms incorperate this technology with their business.

Facebook throughout history from the first technological inovation used in advertising, the motion picture cinema, the number of media screens in which one can advertise have increased. with web 2.0 constantly evolvong hand in hand with technologican advances, the advertising world is changing, especcially with the fourth screen coming into play and the prospect of the fith screen.

in order of history, the screens are as follows 1st screen*: the cinema (silverscreen) 2nd screen: tv 3rd screen: the personal computer (internet) 4th screen. portable/ handheld devices (mobile phones/ technology with 3,4g and wifi capabilitys 5th screen**. outdoor digital advertising. *the cinema defined as a screen is a debatable matter in which i believe it is a screen meaning we currently have 4 media screens **the definition of the fifth screen is yet to be confermed.

it is important for comapnys to utalise these advances in advertising as they are a means to save money and gain a better reach with more effective communicative capabilitys, this also means advertsing creatives must keep up to date and push their creative skills in order to fully utilise the power that technology has to offer. i wish to use the 3/4 screen (depending on wether the cinema screen is classed as a screen) to create an app which inadvertantly advertises and creates interest as well as use inovation to seperate the brand from competitors. the best way in todays over exposed consumer to sell through advertising is to use in direct methods in which the consumer is more likely to respond to, this is made possiable with the evolution of technology and the personal status of these new mediums in which one uses to advertise.

Twitter the leading social networking site is facebook with 1bn regesterd users as recorded 4th october 2012

my pseudonuym will heavily rely on facial recognicion technology which will be used to monitor the gym and relay to a user friendly app. in conjunction with the app there will be social media platforms used to take pressure off the gym staff and solve faqs and also as a platform for customer services. the platform will also expose events to the audience which will be mainly be members of the gym. my message is simple, the pseudonym is here solve a common problem with most gyms today which is how does the member know when the gym is busy and when it is not without calling or visiting the gym. the pseudonym will be there as both an observer but also as a service helping our the consumer and keeping them with the gym. in turn this new way of running a gym will attract more members into the gym as not many gyms incorperate this technology with their business.

Campaign throughout history from the first technological inovation used in advertising, the motion picture cinema, the number of media screens in which one can advertise have increased. with web 2.0 constantly evolvong hand in hand with technologican advances, the advertising world is changing, especcially with the fourth screen coming into play and the prospect of the fith screen.

in order of history, the screens are as follows 1st screen*: the cinema (silverscreen) 2nd screen: tv 3rd screen: the personal computer (internet) 4th screen. portable/ handheld devices (mobile phones/ technology with 3,4g and wifi capabilitys 5th screen**. outdoor digital advertising. *the cinema defined as a screen is a debatable matter in which i believe it is a screen meaning we currently have 4 media screens **the definition of the fifth screen is yet to be confermed.

it is important for comapnys to utalise these advances in advertising as they are a means to save money and gain a better reach with more effective communicative capabilitys, this also means advertsing creatives must keep up to date and push their creative skills in order to fully utilise the power that technology has to offer. i wish to use the 3/4 screen (depending on wether the cinema screen is classed as a screen) to create an app which inadvertantly advertises and creates interest as well as use inovation to seperate the brand from competitors. the best way in todays over exposed consumer to sell through advertising is to use in direct methods in which the consumer is more likely to respond to, this is made possiable with the evolution of technology and the personal status of these new mediums in which one uses to advertise.

Campaign the leading social networking site is facebook with 1bn regesterd users as recorded 4th october 2012

my pseudonuym will heavily rely on facial recognicion technology which will be used to monitor the gym and relay to a user friendly app. in conjunction with the app there will be social media platforms used to take pressure off the gym staff and solve faqs and also as a platform for customer services. the platform will also expose events to the audience which will be mainly be members of the gym. my message is simple, the pseudonym is here solve a common problem with most gyms today which is how does the member know when the gym is busy and when it is not without calling or visiting the gym. the pseudonym will be there as both an observer but also as a service helping our the consumer and keeping them with the gym. in turn this new way of running a gym will attract more members into the gym as not many gyms incorperate this technology with their business.

Campaign throughout history from the first technological inovation used in advertising, the motion picture cinema, the number of media screens in which one can advertise have increased. with web 2.0 constantly evolvong hand in hand with technologican advances, the advertising world is changing, especcially with the fourth screen coming into play and the prospect of the fith screen.

in order of history, the screens are as follows 1st screen*: the cinema (silverscreen) 2nd screen: tv 3rd screen: the personal computer (internet) 4th screen. portable/ handheld devices (mobile phones/ technology with 3,4g and wifi capabilitys 5th screen**. outdoor digital advertising. *the cinema defined as a screen is a debatable matter in which i believe it is a screen meaning we currently have 4 media screens **the definition of the fifth screen is yet to be confermed.

it is important for comapnys to utalise these advances in advertising as they are a means to save money and gain a better reach with more effective communicative capabilitys, this also means advertsing creatives must keep up to date and push their creative skills in order to fully utilise the power that technology has to offer. i wish to use the 3/4 screen (depending on wether the cinema screen is classed as a screen) to create an app which inadvertantly advertises and creates interest as well as use inovation to seperate the brand from competitors. the best way in todays over exposed consumer to sell through advertising is to use in direct methods in which the consumer is more likely to respond to, this is made possiable with the evolution of technology and the personal status of these new mediums in which one uses to advertise.

Campaign the leading social networking site is facebook with 1bn regesterd users as recorded 4th october 2012

my pseudonuym will heavily rely on facial recognicion technology which will be used to monitor the gym and relay to a user friendly app. in conjunction with the app there will be social media platforms used to take pressure off the gym staff and solve faqs and also as a platform for customer services. the platform will also expose events to the audience which will be mainly be members of the gym. my message is simple, the pseudonym is here solve a common problem with most gyms today which is how does the member know when the gym is busy and when it is not without calling or visiting the gym. the pseudonym will be there as both an observer but also as a service helping our the consumer and keeping them with the gym. in turn this new way of running a gym will attract more members into the gym as not many gyms incorperate this technology with their business.

Campaign throughout history from the first technological inovation used in advertising, the motion picture cinema, the number of media screens in which one can advertise have increased. with web 2.0 constantly evolvong hand in hand with technologican advances, the advertising world is changing, especcially with the fourth screen coming into play and the prospect of the fith screen.

in order of history, the screens are as follows 1st screen*: the cinema (silverscreen) 2nd screen: tv 3rd screen: the personal computer (internet) 4th screen. portable/ handheld devices (mobile phones/ technology with 3,4g and wifi capabilitys 5th screen**. outdoor digital advertising. *the cinema defined as a screen is a debatable matter in which i believe it is a screen meaning we currently have 4 media screens **the definition of the fifth screen is yet to be confermed.

it is important for comapnys to utalise these advances in advertising as they are a means to save money and gain a better reach with more effective communicative capabilitys, this also means advertsing creatives must keep up to date and push their creative skills in order to fully utilise the power that technology has to offer. i wish to use the 3/4 screen (depending on wether the cinema screen is classed as a screen) to create an app which inadvertantly advertises and creates interest as well as use inovation to seperate the brand from competitors. the best way in todays over exposed consumer to sell through advertising is to use in direct methods in which the consumer is more likely to respond to, this is made possiable with the evolution of technology and the personal status of these new mediums in which one uses to advertise.

Campaign the leading social networking site is facebook with 1bn regesterd users as recorded 4th october 2012

my pseudonuym will heavily rely on facial recognicion technology which will be used to monitor the gym and relay to a user friendly app. in conjunction with the app there will be social media platforms used to take pressure off the gym staff and solve faqs and also as a platform for customer services. the platform will also expose events to the audience which will be mainly be members of the gym. my message is simple, the pseudonym is here solve a common problem with most gyms today which is how does the member know when the gym is busy and when it is not without calling or visiting the gym. the pseudonym will be there as both an observer but also as a service helping our the consumer and keeping them with the gym. in turn this new way of running a gym will attract more members into the gym as not many gyms incorperate this technology with their business.