Thursday, 17 August 2017

Content is King – Part 4

In the fourth blog from the AHDB social media team, Kate Nolan-Burgess looks at social media content – it’s all about quality, not quantity.

The last social media blog looked at choosing the right social media channel for your business, so now it’s time to think about the type of content for your social media accounts.

Posts should be engaging and provide content that is relevant to your audience. Social media is free, but you need to think about how much time you are putting into developing content and the value you get from it in terms of engagement and feedback from your audience. Post content that gets retweets, likes, shares and followers.

Here are some top tips:

Twitter

Photos – A picture is worth a thousand words. With the 140 character limit, this is even more relevant. Tweets with images generate 89 per cent more likes and 150 per cent more retweets. Use simple images with clean backgrounds and include relevant text to help tell a quick story

Videos – Received well on Twitter if done correctly. To maximise the impact of your video, keep it short and simple (2 minutes maximum). Short, informative pieces with advice, exclusive behind the scenes information and event videos are usually received well

Links – Provide users with a great way to find out more. When promoting a link remember to keep it short, use relevant hashtags and make the call to action clear






Facebook

Photos – Receive 53 per cent more likes and 104 per cent more comments than the average post

Photo albums – Posts including photo albums receive 180 per cent more engagement than the average post

Questions – Posing questions shows that you have an interest in your followers and motivates them to take action 

Comics, cartoons and memes – Use animations to make your audience laugh. Think about the issues relating to your business to make it relatable




Instagram 

Instagram is a social channel that allows users to capture, edit and share photos, videos and messages with followers.

Behind the scenes – Behind-the-scenes content is a great idea for your business. Instagram posts humanise the business, showing the faces behind the brand. You can share pictures of employees and workplace tours to showcase where and how your products are made 

Product features – Your audience is interested in what you are offering, make sure to share posts showing your product. Be cautious about posting too much promotional content, one or two posts per week should be enough

Quotes and text-based content – Quotes are a great way to boost engagement quickly and provide inspiration to your audience. You could also share positive reviews or feedback from customers, event information or announcements and useful information such as recipes, product-related tips, or ‘how to’ videos

The statistics show that  images make posts more interesting and are more likely to gain your target audiences’ attention. Try including visuals with every post and watch your engagement skyrocket.




For more informantion follow @TheAHDB and @AHDB_BeefLamb to receive regular updates on our activities.

Thursday, 3 August 2017

How can social media boost your business? Part 3

In this third blog from the AHDB social media team, Kate Nolan-Burgess introduces the key social media channels that could improve your farm business.

In the last instalment of our social media series, we looked at how social media can help your business. But where do you start? The first step to building a social media empire is picking a network to focus on – different networks attract different audiences and with more than 200 to choose from, the prospect of choosing one that fits your needs may seem a little daunting. But don’t worry, we have narrowed it down to the 3 major players for you:

  •  Facebook

With an estimated 1 billion people using the site each month and up to 645 million local business page views per week, Facebook has proved that its popularity among users is here to stay. Creating a business page could give you access to customers using the platform, but remember that interesting and engaging content needs to be posted regularly. This platform does need a considerable amount of human and financial resource in the form of advertising to make sure you’re reaching the right audience.


  •         Twitter

Twitter has an estimated 215 million active users and is designed not only for friends and family but for like-minded individuals to communicate on interesting topics. It has proven to be a platform of breaking news and a great place to connect with your customers, being able to identify them using the handy hashtag feature. The 140 character count may sound a bit limiting, but there is a certain art to it. Once you mastered it, you can reap the rewards of quick communication with your target audience.
·      
  •       Instagram

With between 130 and 150 million users, Instagram is the home of photos and is a great way to add the ‘human’ element to your business. You can share pictures of products, staff and developments within your business. This free photo-sharing mobile app is mainly used by females between the ages of 18-35 (70% of users), so don’t sign your business up if you are not going to use your smart phone and your target audience aren’t millennials!


Time is money
You only have so much time in a day. Social media may be free but it is important to think about the value of your time. Don’t sign up to every social media channel, determine the one or two most relevant to your business and stick to it. Remember, it’s much better to have one excellent social media network than two platforms that you do not update regularly. Tune in next time, to hear more about the types of content you can share on social media and where to find it! Visit the Beef and Lamb Matters Blog for the latest updates!


You can follow @TheAHDB and @AHDB_BeefLamb to receive regular updates on our activities.

Wednesday, 19 July 2017

Opportunities and challenges for British red meat highlighted at AHDB Export Conference

Jonathan Eckley, Senior Red Meat Exports Manager, looks at the opportunities and challenges for British meat in the global marketplace that were discussed at the AHDB Meat Export conference.

The strong performance of British meat exports was highlighted at the 13th Meat Export Conference which took place at the Warwick Hilton on 29 June. Minister for Food and Farming, George Eustice, addressed the 120-strong audience with a particular focus on Brexit and responded to questions from the participants. Among the speakers, Celio Cella, a Shanghai-based meat importer discussed the Chinese market for premium, branded meats and Pr. Alan Matthews of Trinity College Dublin, a renowned expert on food trade, reviewed the Brexit situation.

HMRC data, discussed at the conference, indicates that for the first five months of 2017, UK sheep meat exports have been up and increased by 18% on the year to 34,000 tonnes. Although exports to markets outside the EU more than doubled on the year, it’s worth noting that they only accounted for around 7% of total exports. Sheep meat offal shipments in the five month period also show growth, driven by a 62% increase in shipments to destinations outside of the EU.



The latest in AHDB’s series of Horizon reports, ‘The WTO and its Implications for UK Agriculture’ was also launched at the conference. Previous Horizon publications have examined the trading relationship the UK may have with the EU, post-Brexit. What many have not considered is that, regardless of whether a trade agreement is in place with the EU, the UK will need to abide by World Trade Organisation (WTO) rules affecting agricultural and trade policy when it exits the EU. This is explored in the latest report.

Brexit presents some certainties, as co-phrased by Michel Barnier, by the end of March 2019, the UK will become de facto a Third Country outside of Europe. This has major implications for the UK Beef and Lamb sector. The export trade will also be influenced by changes in import conditions and tariffs with Third Countries. Shipment certificates, Export Health Certificates and certificates of origin will accompany each consignment, however small it may be. There will be border controls of documentation and some physical inspections. This certainly provides some challenges in terms of being prepared for this new situation.



Although Brexit presents our sector with many challenges, it may also provide an opportunity to develop regulatory and policy measures that fit the UK’s unique needs which play to our strengths. The horizon reports provide an excellent reference for the many issues surrounding Brexit.


The meat export conference offered a unique forum where the complex issues and prospects related to exports were presented and discussed. It is also an important event where processors, traders and stakeholders from trade associations and government bodies can meet. It has become an important date in the industry’s calendar and will only become more important in the lead up to Brexit.

Friday, 14 July 2017

How can social media boost your business? Part 2

In this second blog from the AHDB social media team, we look at how social media can help to develop your farm business. Kate Nolan-Burgess blogs about the three key ways in which social media can improve your business.

We’ve already looked at how AHDB is using social media to communicate to our levy payers, but what can it do for YOUR business? The farming industry is often seen as ‘behind the times’ but that is not the case. Having a presence on platforms like Facebook and Twitter could help you to find out key information, network, get closer to your customer base and develop your farm business overall. Here are the three key areas social media can help your business improve on:

Consumer engagement
Do you feel far removed from the end-consumer? Would you like to understand more about how they use and what they want out of your beef & sheep produce?

Producers rarely get the chance to communicate directly with those who buy their products; social media can be used as a tool to cut out the middleman, allow you to hear directly from your customers and nurture those relationships. As we are now a population of online buyers, talking to your customers online has become increasingly important – it could help you gain a better understanding of what your customers want, inform consumers on where your produce comes from, promote your products and stay ahead of the competition.
   


Networking
Do you like a good debate? 14 per cent of farmers use social media to tackle rural isolation by connecting with fellow agricultural workers. Social media is becoming THE place for farmers to share their knowledge and expertise. There are a lot of groups such as @AgriChatUK and @sheep_farmers that help to connect those in the agriculture industry and create interesting conversations. Networking is also a great way to improve direct contact with influential people who could help grow your business.


        
Industry influence
Social media is a powerful tool, which can help bring about change and tackle issues. For example, last autumn social media played a massive role in AHDB Beef & Lamb’s #miniroast campaign reaching an estimate of 405,842 of social media users and contributing to the added £1.3 million in mini roast sales!

If you’re not sure about signing up to social media, you should take a look at how others in the industry are using it to their benefit, whether it’s your suppliers, competitors or producers. In our next blog, we’ll be starting our series of ‘how-to’ guides, which are aimed at producers and look at best practice.

Keep an eye on the Beef and Lamb matters blog for a regular update on the latest guides.
In the meantime, we’d like to know how you use social media already and what opportunities it presents for you. Head to Twitter and follow @AHDB_BeefLamb and @The­AHDB to join in with our conversations.

Friday, 30 June 2017

How can social media boost your business?

In a series of social media blogs, Kate Nolan-Burgess, AHDB Social Media Content Executive, looks at how levy payers can benefit by integrating social media into their everyday business. In this first blog, Kate explains how AHDB uses social media to keep levy payers up to date.

“It's so important that British farmers and growers make the absolute most of the opportunities that social media presents to promote themselves and the wider industry!” – NFU Online



With more than three billion internet users – of which more than two billion have active social accounts – social media has become a powerful marketing tool, offering businesses valuable data  about their customers. At AHDB, social media is used by all of our teams and is a key tool to get our work recognised by a large audience.
So before we give you tips on improving your social media presence, let’s look at how we use social media and why.

We use our @AHDB_BeefLamb Twitter account to help us do three key things:

Connect with our audience –Twitter is a quick way to get information out in bitesize chunks. But to make sure it’s the right information, we keep an eye on how well our followers interact with the content we post – do they ‘like’ it? Are there conversations happening around it? This helps us understand the specific needs of our followers in order to provide content they truly want to see and read about.

Reach new audiences locally and globally   Social media makes it easy to connect with current customers and to seek out new audiences anywhere in the world. We’ve discovered experts through social media who can help us share information on their specialism, who we may not have found without social media platforms.

Improve customer service –  Social media functions in real time, so it gives us instant access to feedback and comments from our followers. They no longer need to go through lengthy processes to get in touch with us – we’re just one click away.

On a day to day basis the AHDB social media team will tweet and post content taken from across the AHDB accounts but the key to the success is the analysis. We make sure we look at engagement levels to check what content is performing well and not so well. This then influences our planning, so we’re always keeping an eye out for industry events and consumer campaigns that will help us promote AHDB as an organisation. But as well as having planned content, we must make sure we are reactive. We aim to get back to enquiries as soon as we can and respond to content that will ultimately help our producers in their farm businesses.


Why should YOUR business have a social media presence?


Farming is an industry which can be seen as ‘old-fashioned’ and ‘left behind’, when it comes to aspects such as social media, but in actual fact it couldn’t be further from the truth – farmers embrace technology, with 53% using social media on a regular basis.


In our next blog we look at how using social media platforms can help increase your customer engagement and make you an industry influencer. In the meantime though, we’d like to know how you use social media currently and what opportunities it presents for you? Have your say and tweet us @AHDB_BeefLamb to join in the conversation.

Wednesday, 14 June 2017

How the Quality Standard Mark is helping the red meat industry’s image

Karl Pendlebury, Quality Manager at AHDB, blogs about the Quality Standard Mark (QSM) scheme and the impact it has on the red meat supply chain.

My role as Quality Manager at AHDB involves managing the QSM scheme and ensuring the red meat supply chain has access to information about maintaining quality meat. I aim to help motivate producers to supply products that are more consistent and maintain consumer confidence in domestically produced red meat. A recent YouGov survey discovered that 51 per cent of people believe quality meat is worth paying more for, while 61 per cent will pay more for quality, so it is our role as advocates of the red meat industry to ensure that our meat produced in the UK ensures a quality end product that is in demand.

QSM is an assurance scheme that is a mark of quality for the consumer and is underpinned by schemes covering animal welfare, food safety, hygiene and environmental protection. It also allows information on where the animal is born, raised and slaughtered, ensuring complete provenance. It is the only assurance scheme that really looks at the science behind meat-eating quality, with all meat produced under the mark chosen according to a strict selection process to ensure the product is consistent. QSM beef and lamb is produced to high standards and consumers can be confident that the supply chain is fully assured and independently inspected at every stage.

AHDB’s 2017–2020 strategy has set an ambitious target – we are aiming to increase beef and sheep carcases meeting supplier specifications by two per cent year on year for the next three years. We will do this through research into new technology and provide a clear understanding of carcase classification, based on quality rather than yield. Our technical team is focussing on projects such as Selection Academy, Strategic Farms and HoloLens technology. The activities are ultimately aiming to inform beef and lamb producers on how they can meet carcase specification better.





The QSM scheme benefits producers by ensuring that meat reaches supplier specifications, which ultimately will achieve a better price and create a more profitable and consistent red meat supply from the UK.

We recently appointed chef Chris Wheeler as UK ambassador for the scheme. Chris has featured on BBC 2’s Great British Menu and regularly appears on national radio. We hope, that with Chris’ help we can spread the positive message of QSM beef and lamb to both the supply chain and consumers alike.The scheme is free to join and is open to a range of businesses including abattoirs, cutting plants, wholesalers, meat processors, catering butchers, foodservice outlets, approved distributors and retailers, both independent and multiple.




Joining the scheme ensures that businesses are following an industry standard and can guarantee their customers beef and lamb of a consistent quality. There is a dedicated team on hand to help with all enquiries and to help companies understand more about how they can promote the quality of their produce.

For more information about the scheme and to keep up to date with QSM activity visit http://www.qsmbeefandlamb.co.uk/quality-standard-mark or contact the scheme helpline on 0845 4918787.

Thursday, 1 June 2017

Last leg of American journey - Becky Willson's Nuffield Scholar trip

Nuffield scholar Becky Willson is travelling around the world to visit countries to find out more about emissions reductions projects for farmers. In the last of a three-part series of blogs, she visits Nebraska and California to look at the issue of soil health.


The third part of my journey saw me travel to Nebraska to talk predominantly about soil health and building resilience within the farming system. Nebraska is a very dry state with an annual rainfall of 24 – 28 inches. I met a variety of farmers who were using different management options (including rotational grazing, cover crops, reduced tillage and intercropping), but they all had the same three goals in mind:

  •          To enhance water cycle and nutrient cycle efficiency
  •          To improve soil organic matter content (and alongside it soil health)
  •          To enhance long and short-term soil resilience

The farmers in Nebraska also work with state climatologists to develop tools that include weather forecasting to help them with farm management decisions. They try to use historical climate data to predict what may happen in the season. I found it interesting when talking to these farmers – they had come to the realisation that the most limiting factor to their yields (and ultimately profit) after water was carbon and not nitrogen, which they could go and buy.


The final stop was California, the biggest agricultural economy in the world, where they are spearheading a project called ‘Healthy Soils’, which uses money from a carbon tax to fund soil carbon projects. The state was being used as a ‘test bed’ to try the idea, which could then be rolled out nationally. I talked to the people responsible for the project and the farmers who were involved – there was an air of excitement, which was slightly tempered by the new administration and whether the project would still happen. 


In summary, it was a fascinating trip, which gave me an opportunity to visit a large range of inspirational people and projects, but also provided me with more questions as to how we can implement some of America’s good practices here in the UK. Integration is a key issue, which we need to focus on, namely what can we integrate within UK agricultural policy that would hit emissions reduction targets without extra paperwork or bureaucracy? There are also problems around what the public will pay for in terms of environmental credentials, and whether we can include carbon in it.

What is clear is that we can all work together on these issues, and by co-ordinating efforts across sectors, industries and countries, there may be an opportunity to achieve real and positive change.