B2B Industry Spotlight: Agriculture & Food Production

B2B Industry Spotlight/ Harvesting Social Insights © 2016 Brandwatch.com | 1
© Brandwatch.com
B2B Industry Spotlight:
Agriculture & Food Production/
Harvesting
Social Insights

A Pivotal Moment
The past century for agriculture & food production has been one of change. Productivity and production
levels have increased dramatically to meet the rising demands of our growing population, while organic
and sustainable agriculture has been implemented to combat climate change.
With so many humanitarian and environmental factors at play, the world’s leading agricultural brands are
facing increasingly large amounts of public scrutiny. The need to maintain a strong and respected brand
image has never been greater, but the methods used to uphold this image have greatly changed.
Agricultural companies with over a century of history face a pivotal moment: effectively manage their
brands on new social mediums like Twitter and Facebook or lose years of built up brand equity to the
ever-critical social audience.
Contents
Introduction��2
Contents��2
The Agriculture Social Index ��3
Breakdown of Brand-Audience Activity ��4
Brand vs. Audience Conversation Over Time ��5
Facebook Content Analysis ��6
The Monsanto Dilemma ��7
Key Insights ��8
Thank you ��9

The Agriculture Social Index
The following index ranks the performance of each agriculture and food production company’s online presence
and social activity according to a series of key criteria. Brands are evaluated on the number of positive and
neutral mentions they received online over a two-month period. Social mentions were weighted more than
news mentions, meaning smaller brands with successful social activities could compete against larger brands
with many news hits. The maximum possible score of this index is 20 points.
COMPANIES OVERALL MENTIONS NEWS HITS INDEX SCORE
1 Monsanto 1,803,045 49,039 19.5
2 Brake Brothers 11,416 404 16.25
3 US Foods 25,808 2,290 16
4 Cargill 55,224 10,695 16
5 Glanbia 16,622 1,834 15
6 Smithfield Foods 7,032 158 14.75
7 Moy Park 11,083 624 14.75
8 The Mosaic Company 10,658 2,446 11.75
9 Southern Wine Spirits 5,139 373 11.5
10 Openfield 2,605 65 11.25
11 Total Produce 3,050 185 10.5
12 Frontier Agriculture 2,119 86 9.5
13 Kerry Group 5,829 1,732 9.5
14 The Scoular Company 1,787 109 7.25
15 International Flavors Fragrances 3,351 1,382 6.25
16 Meadow Foods 768 38 5
17 JBS USA Holdings 2,314 694 5
18 Golden State Foods 1,523 177 4.75
19 Cranswick plc 1,594 502 3
20 ABP Food 792 181 2.5

Breakdown of Brand-Audience Activity
Agricultural brands generate 6% of all B2B conversation online, more than the chemical, construction and
industrial technology industries combined. The majority of this agricultural conversation comes from the
130,520 tweets directly @mentioning the brands, 7% of which were negative. Surprisingly, only 1,317 – just 1% –
of these tweets have received replies. Agriculture brands are clearly missing opportunities to engage customers
and quell negative conversations.
AUDIENCE
• AUDIENCE AT MENTIONS
• AUDIENCE REPLIES
• AUDIENCE RETWEETS
BRAND
• OWNER TWEETS
• OWNER RETWEETS
• OWNER REPLIES
AUDIENCE BRAND AND AUDIENCE ACTIVITY
11%
10%
6%
70%
1%
2%
Analyzed 187,219 tweets taken from February 2nd 2015 – December 2nd 2015.

Brand vs. Audience
Conversation Over Time
Agricultural brands successfully generate over 2 million mentions about their brands each year. However,
they do not effectively optimize their content. Brands post the majority of their content during the weekdays
in the morning. Regardless, their audience engaged throughout the weekend and into the evening. Agricultural
brands should consider publishing more content during evenings and on weekends to capitalize on their
audiences’ engagement.
BRAND VS AUDIENCE CONVERSION
%OFTOTALCONVERSATION
0%
5%
10%
15%
20%
SUNSATFRITHURWEDTUEMON
%OFTOTALCONVERSATION
•BRAND •AUDIENCE
10PM8PM6PM4PM2PM12PM10AM8AM6AM4AM2AM12AM
0%
3%
6%
9%
12%
15%
Analyzes 1,849,829 mentions taken from February 2nd 2015 – December 2nd 2015.

Facebook Content Analysis
FACEBOOK POST CONTENT ANALYSIS
33%
11%
54%
2%
71 Likes
25 Comments
14 Shares
183 Likes
95 Comments
47 Shares
137 Likes
118 Comments
57 Shares
66 Likes
71 Comments
12 Shares
Photo (54%
)
Links (33%
) Status (2%
)
Video (11%
)
Analyzes 1,005 Facebook posts from November 28th 2015 – January 27th 2016.
98% of all Agriculture brands’ posts contain a photo, link or video. Link and video posts garner the highest
average of comments, shares and links per post. Of the three metrics, shares provide the greatest return as
they make the post appear on the newsfeed of friends. Videos generate the most shares, yet they are only
used in 11% of posts. Brands should consider investing more in video content to benefit from the increased
exposure it provides.

The Monsanto Dilemma
The American agricultural company Monsanto faces a significant paradoxical problem. They’re undeniably
successful both off and online, earning $14,861 billion in revenue (2014) and generating the highest social
engagement per post in their industry (205 – the average is 52).
Yet, they are subject to extreme levels of negative sentiment online. They generate more negative mentions
than any other B2B brand and the number of negative mentions increased throughout 2015.
0
2k
4k
6k
8k
10k
12k
VOLUMEOFMENTIONS
JAN2015
MAR2015
MAY2015
JUL2015
SEP2015
NOV2015
JAN2016
98%
2%
• PERCENTAGE OF NEGATIVE MENTIONS FOR
MONSANTO IN THE AGRICULTURE INDUSTRY
• PERCENTAGE OF NEGATIVE MENTIONS FOR
THE 19 OTHER AGRICULTURE BRANDS
Sales levels remain fourth highest in the industry and share price has leveled out after last year’s 40-point drop,
so maybe the negativity provides no significant threat. However, ignoring the comments will only worsen the
problem. Nissan pulled adverts off Facebook in 2013 due to offensive content appearing on the site. There’s no
reason why Monsanto’s clients or customers could not do the same in the future, especially when considering
the problem shows no sign of receding.

Key Insights
The vast majority of B2C brands have begun to embrace social in their business, using their social accounts
into their brand voice. Yet, B2B brands – specifically in the agricultural sector, haven’t made this shift. 35% of
agriculture brands have no social presence on Facebook and 50% of brands post less than once per fortnight
on Twitter and Facebook.
The idea that social media could potentially harvest insights for B2B firms was largely discredited by B2B
leaders who doubted the volume of social data and questioned the value it could provide.
Yet perhaps surprisingly, the reality is that there is a tremendous amount of social data directed at agriculture
brands, and thus a tremendous opportunity is missed.
Demonstrating Social Media’s Importance
Volume: Over 2,000,000 mentions are directed at leading agricultural brands each year
Negativity: 59% of emotive language directed at agricultural brands is negative
Global: Mentions recorded from 202 countries around the world
Following: Total of 321,718 Facebook and Twitter followers for the 20 leading
agriculture brands
Inactivity: 130,520 @mentions directed towards agriculture brands over five months,
only 1% received a response.
Brandwatch Use-Cases:
• Campaign Intelligence
• Crisis Detection Management
• Competitor Market Intelligence
• Consumer Insights
• Content Strategy
• Customer Service
• Employee Recruitment, Compliance
Activation
• Influencer Marketing
• Product Strategy
• Reputation Brand Management
• Social Media Command Center
• Social Selling

Thank you
About Brandwatch
Brandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products fuel
smarter decision making around the world.
The Brandwatch Analytics platform gathers millions of online conversations every day and provides users
with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful,
data-driven business decisions. Vizia distributes visually-engaging insights to the physical places where the
action happens.
The Brandwatch platform, ranked highest in customer satisfaction by G2Crowd in the Winter 2016 social
media monitoring report, is used by over 1,200 brands and agencies, including Cisco, Whirlpool, British Airways,
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Brandwatch. Now you know.
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B2B Industry Spotlight: Agriculture & Food Production

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B2B Industry Spotlight: Agriculture & Food Production