Corporate Brand Communication Through Social

Media in Industrial Markets (Toppi, Ulkuniemi, Saraniemi, Mäläskä 2012)

CREE – Qualitative Analysis of Best B2B Social Media Practice

Cree’s presence in social media:

Netnographic analysis of 5 different social media platforms focusing on brand communications:

• LightInTheLEDRevolution (Blog on website)

• CreeLEDRevolution (Facebook)

• Cree (LinkedIn)

• @Cree (Twitter)

• CreeInc (YouTube)

Findings

Implications Emphasize the end-customers to create derived demand. Incredient branding (e.g. Intel)

Build a sence of community around the ideology behind the brand. Comunicate the brand personality.

Cut the technical vocabulary and focus on matters that appeal to a larger audience. Cause marketing