How AHDB Dairy have delivered through digital in 2015

Published 4 January 16

As an organisation we are continually looking at how we can engage stakeholders with the technical and business information they need. The emergence of new digital platforms, the increase in use of communication technology like smartphones, and the ever changing needs of levy payers means that AHDB Dairy must continually look at how stakeholders seek out and consume information.

This has meant that 2015 has been a really busy year for AHDB Dairy in the digital sphere, with social network activity being increased, as well as the testing of new digital platforms to engage our stakeholders through the website.

2015 key digital statistics:

  • 900,000 visitors to the website, with more than 2 million pages being viewed and 280,000 downloaded resources
  • Twitter audience of more than 5,600, and LinkedIn followers of 2,000+
  • 60,000 video views, which equates to 235,000 minutes of footage

TIDFActivity in 2015 included…

Website

The website has benefited from the addition of several new tools to its offering:

We have also been working on improving the usability and information supplied by the Milk Price Calculator. The updated version will be re-launched in early 2016.

Our consumer facing website thisisdairyfarming.com also received a face lift and is now optimised for mobile devices, ensuring the image of dairy farming is well presented.

Social media

We have continued to focus on sharing important marketing information updates, industry news and details of our regional and national events through our Twitter and LinkedIn profiles.

Also, we have innovated through the use of emerging technology, such as the live streaming platform Periscope. This was utilised during the Livestock 2015 event, from which we broadcast live updates on event activity, as well as interviews with AHDB staff members.

YoutubeOur YouTube channel continues to receive a large volume of traffic, with viewers engaging with both our technical videos, as well as the recorded webinars that we share through the channel.

Email

Our email updates gain excellent engagement, with the number of people opening and clicking through to articles well above industry averages. Part of this continued success comes down to the use of several new templates for some of newsletters, including Forage for Knowledge and DairyLeader.

These engagement results are also combined with continued growth in the number of people subscribing to our range of emails, a trend repeated over several years.

Webinars

This year we have held 12 technical webinars, covering a wide variety of technical topics. These have seen over 1000 individuals register, giving us an engaging platform to share knowledge.

You can view our past webinars here.

The team are already developing the digital strategy for 2016. This will build on the activity to date to ensure AHDB Dairy are producing relevant and engaging communications for our stakeholders across current and emerging technologies and platforms.