28 I EUROPEAN SEED I EUROPEAN-SEED.COM INSIDERS ADVICE FROM INDUSTRY EXPERTS LinkedIn is different from other social media platforms because it’s business-fo- cused and mainly used by professionals looking to make meaningful connections. There’s three main reasons why it can be so useful for this purpose. Your target audience is here. According to Fortune, LinkedIn has over 500 million members. Users are focused on networking and connecting with potential customers; here, their attention won’t get diverted easily as with other social media platforms. Have you met someone at a con- ference recently? Don’t forget to add them to your network. Fostering new relation- ships is important — they could be your future advocates on social media. Regalix reports 81 percent of B2B marketers launched their new products or services through LinkedIn. Why? Because your target audience on LinkedIn is ready to see what you have to offer. It helps you build your reputation and brand, highlighting your achievements and accomplishments. Have you recently been recognized or received an award? It’s a good place to share your success story; connect the success story to your brand and your good reputation will be rein- forced. It’s vital for you to build your brand online. LinkedIn is a great place to share your expertise in your field. Most of your connections will be related to your spe- cific business; they want to read content directly related to your business and field. Post interesting and relevant information and this will distinguish you amongst your competitors. LinkedIn can be a magnet for leads. According to HubSpot, LinkedIn is 277 percent more likely than Facebook and Twitter to convert contacts into leads. Make sure to optimize your account profile and company page with relevant informa- tion. This is also a great avenue for you to interact with your clients by responding to client questions and addressing their concerns. People truly enjoy having their voice heard, and your business personally reaching out via public and private mes- saging will help with customer satisfaction. A common misconception is that LinkedIn is solely used by job hunters and recruiters, and as a result, businesses are missing out on the broader benefits of the platform. LinkedIn is designed to connect people and companies with similar inter- ests, so your chances of getting new busi- ness are increased. Keep your profile and business page up-to-date to maintain a strong brand presence, generate a buzz about your prod- ucts and services, connect with your net- work, and reap the benefits of this handy social media platform. CONTENT MARKETING Are You On LinkedIn? If Not, Here’s Why You Should Be ZANA RELKE Client Services Manager • Issues Ink The Protein Plan published on 22 November 2018 by the European Commission goes beyond the issue of self-sufficiency in veg- etable proteins, a market still dominated by soybeans imported from the Americas. "This plan is not a culture-by-crop response but relies on a variety of species to be valued within rotations," says Thomas Foubert, Euralis rapeseed breeder. It shows a willingness to play on the strengths of each, while benefiting from the contribu- tions of genetics to increase yields and adapt the quality according to uses. SOYA OFFERS THE BEST PROTEIN LEVEL The EU28 only covers 6 percent of its soybean needs. This crop has the highest protein level in the world, with 42 percent of the protein in dry matter. Its primary CORN, SORGHUM AND OILSEEDS Euralis Portfolio Fits With The European Protein Plan FRANÇOIS PAYBOU Soybean Technical & Market Manager • Euralis Semences interest is that it produces the most pro- tein per hectare. In irrigated cultivation, the best varieties grown with the appropriate techniques, may reach up to yield 6 tonnes per hectare (2,5 tonnes of protein / ha). "These results are important because the number of hectares within Europe is lim- ited," explains François Paybou, soybean technical & market development. The goal of our research is to continue to increase yield and protein content while achieving a good lodging and disease tolerance. We are working on varieties with protein levels above 46 percent. RAPESEED OFFERS QUALITY PROTEIN TO FEED ANIMALS By shedding light on the advantages of locally produced vegetable proteins, Europe gives rapeseed cake the status of nobility. "Rapeseed is an important source of plant protein for animal feed," says Thomas Foubert. The Protein Plan reinforces the orientation of our research programs, con- ducted for four years. In the selection crite- ria of its varieties, our company integrates protein content and digestibility of the meal. In terms of quality at the amino acid level, rapeseed is just as interesting as soybean. On the other hand, certain selected varieties are yielding seeds that are less rich in fibre, leading to more digestible cakes, and these varieties will also be able to conquer the poultry feed sector. For the future, we shouldn’t forget that major European crops like sunflower or even corn could also play an important role to fit with the protein need. It’s a new criterion taken into account in the sunflower but also corn research programs.