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It is important to think that the compound words in terms of making hashtag. As it describes in Maity el (2016), the Amazon company used #AmazonPrimeDay for promoting purposes, especially their products sale. It is such a marketing strategy in communicating because when Amazon use that hashtag which compound of #Amazon and #PrimeDay it attracts the customer since hashtag #PrimeDay so popular in the social media.
REFERENCES
Analytics and Insight (2016). 2016 RMIT Statistics at a Glance. RMIT University Statistics. Melbourne: RMIT University.
Australian Food News. (2014). Average Australian coffee consumption drops, but cafe visits continue to grow, research. [online] Available at: http://www.ausfoodnews.com.au/2014/03/12/average-australian-coffee-consumption-drops-but-cafe-visits-continue-to-grow-research.html [Accessed 29 Aug. 2017].
Kaldor-Robinson, J. (2002). The virtual and the imaginary: The role of diasphoric new media in the construction of a national identity during the break-up of Yugoslavia. Oxford Development Studies, 30, 177-186.
Maity, S.K., Saraf, R. and Mukherjee, A., 2016, February. # Bieber+# Blast=# BieberBlast: Early Prediction of Popular Hashtag Compounds. In Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing (pp. 50-63). ACM.
Mangold, W.G. and Faulds, D.J., 2009. Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), pp.357-365
RESEARCH
Who are the target audience for the project?
The target audience for our project, is specifically coffee lovers around RMIT City Campus. How many people that would be? Statistically RMIT University has nearly 60,000 students and staffs in total (as of 2016). In an Australian demographic, according to a research in 2013, approximately 56 percent of Australian adult (18 year old and above) are casual coffee drinkers. To put that in a perspective, it is around 35,000 coffee lovers at RMIT.
What about the short film?
By using a video as media promotion, people can be affected by interactive pictures and sounds easily, especially visual person who will be interested in motion pictures, colorful objects than the full text information. As Kaldor-Robinson (2002, p. 185) states ‘images tend to be perceived as more believable than simple texts” because videos are a superior storytelling media, connecting emotionally with viewers more quickly and immediately than text description’
I'm sure you've done the research on using social medias as a promotion strategy as well?
Promoting business through social media become a new trend in the recent era. A wide range of people who go online everyday mdake the information of certain business spread easily. Mangold and Faulds (2009, p.357) argue that ‘ the tools and strategies for communicating with customers have changed significantly with the emergence of the phenomenon known as social media, also referred to as consumer-generated media’.
You use the hashtag #CoffeeRMIT for your project. What research leads you to this decision?
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