1) The document discusses the importance of cross-fertilization in social media strategies and brand strategies. 2) It provides examples of how social media can be used for various purposes like sharing crop pictures, product tests, daily reports, disease alerts, instruction videos, and personal profiles to engage customers. 3) The key aspects of a successful social media strategy highlighted are taking a first mover advantage if possible, being consequent in propositions, knowing partner brand values, being involved to gain involvement, and using cross-fertilization across platforms as the key to success.

1. Social media related to
brandstrategy and pioneering
relationships
It's all about cross fertilization!
September 19 2012
th

2. entrepreneur
passion customers
marketing
diversity Frans-Peter Dechering
+31 624 431639
horticulture
@FPDechering
ICT
strategy
international
communication involvement
mountainbiker

7. Poll:
What’s your opinion of social
media from B2B point of view?

9. blog
virtual
worlds
(live)
cast
publish social
media
landscape
share
social
games Social discuss
net
works

11. Poll:
How involved are you?

12. own blog or webside
creators Uploading video
10% 17%
posting ratings/reviews
critics
19% 17% forums/chatrooms
RSS feeds
collectors tagging websites &
9% 6% photo’s
active social networking
13% 26% joiners own profile page
Reading blogs
40% 41% spectators active social networking
53% 46% inactives no participation
2011

13. Social media research
(source: Focus 2011)

14. Social media research: Commonly used
social media tools
(source: Social Media Examiner 2012)

15. Social media research: Other
marketing forms
(source: Social Media Examiner 2012)

16. Social media research: Benefits of
social media usage
(source: Social Media Examiner 2012)

17. Social media research: agri Belgium (%)
(source: AgriDirect 2012)

18. Social media agri industry (%)
(source: AgriDirect 2011)
NL 2011 Belgium 2012
LinkedIn 72% 3%
Twitter 49% 6%
YouTube 36% 60%
Facebook 15% 65%
Hyves 10% -
Google+ - 26%
Spectators of creators?

19. Social media research:
Differences per country
(source: Social Media Examiner 2012)

20. Social media research:
Differences per country
(source: Social Media Examiner 2012)

21. Social media research:
Differences per country
(EHEC example)

22. Social media research: EHEC example

23. The importance of
cross ferlilization

24. The importance of
cross ferlilization

26. Brandstrategy
Aspirational
Global sollutions for global challenges
(food – water – clean energy – wellbeing)
Emotional
Exhibitors and visitors experience the Horti Fair
as their ‘own fair’
Functional
Commercial revenues at booth and event

27. Brandvalues
Energizing Innovative
Cosmopolitan Enrichment
Co-operative
Hospitable

28. Social media strategy
Exposure - traffic - acquisition - learning –
engazing role
Monitoring - ranking – rentention - service
15 target countries worldwide; focus Holland
Cross fertilization

29. The importance of
cross ferlilization

30. Your benefits of social media

31. Your potential goals
Generating leads
Building relationships
Knowledge exchange
Product development

32. Who would like a social media
plan right now?

33. Social media research: brandstrategy
(source: Robert Doggers/Letsgosocial.nl 2011)

34. crop
pictures
Examples
product test disease
daily report alert
CCS
exchange
company
page
instruction personal
video profile

35. Know your (partner) brand
values

36. Be consequent in your
proposition

37. Take first movers advantage
(if possible)

38. Cross fertilization is the key to
success

39. Be involved = getting
involvement

40. Poll:
What’s your opinion of social
media from B2B point of view?

41. Thanks for your attention
Frans-Peter Dechering
+31 624 431639
@FPDechering