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Wool Stocktake : AWI Annual Report 2012-13
Online presence, search engine management and optimisation AWI continued to enhance its web communications to its three key stakeholder groups: woolgrowers (Wool.com), the textile trade (Woolmark.com) and consumers (Merino.com). Wool.com was redeveloped to make the content more woolgrower-centric. It contains on-farm related information for woolgrowers seeking information on lifting on-farm profitability, information about where AWI invests woolgrower levies, and AWI shareholder/corporate information. The navigation and page layout has been made much simpler than the previous site, and returns to a more traditional website structure. The site content has been completely refreshed -- the content will have a constant maintenance cycle to ensure information currency and accuracy. Following the launch last year of Woolmark.com, AWI continued this year to upload regular, engaging content to inspire companies along the textile production chain to choose wool, in preference to other fibres, in the manufacture of their products. The website provides an authoritative source of wool-related information for Woolmark licensees and other textile businesses including spinners, weavers, knitters, designers, brands and retailers. Engaging content continued to be uploaded onto the Merino.com website to share information about the benefits of this premium natural fibre, so that consumers and fashion designers are inspired to discover and enjoy its unique properties. Information was focused on fashion, activewear and babywear, as well the benefits and provenance of the fibre itself. Redevelopment of the site for launch in the second half of 2013 was also undertaken to ensure ongoing optimum engagement. Our websites had a total audience for the financial year of 502,041, growing by eight per cent from 461,302. Our content was viewed 1,331,274 times in the financial year, growing by four per cent from 1,276,341. Various e-newsletter and email campaigns (including a monthly update e-newsletter for woolgrowers, a weekly wool market review e-newsletter, and media release updates) were undertaken throughout the year, pointing to information on the AWI websites. An online presence for specific marketing projects, such as the International Woolmark Prize (www.woolmarkprize.com), Cool Wool (www.coolwool.com) and Wool4Skool (www.wool4skool.com) continued with enhancements. AWI continued to increase its use of "social media" to generate online conversation about wool and help reconnect a new generation of tech-savvy consumers with the natural wonders of wool. We continued to use Facebook, Twitter and YouTube, and our social media presence also extended to Instagram and Pinterest this year. The "We Love Wool" page on Facebook more than doubled its fan base over the past year; at 30 June 2013, it had more than 386,000 fans. The Woolmark pages had similar results, increasing the number of fans on Facebook to 205,000 fans. In total, our "social community" on Facebook increased by 80 per cent from the start of the 2012/13 financial year to 591,000 by the end of the year. The content we released through our communities reached over 150 million people online. This reach is created when our audience interacts with our content and it is seen by their friends. We have also uploaded our videos -- on subjects across the whole of the wool pipeline -- onto the YouTube video sharing channel. The Woolmark channel on YouTube has received more than one million views. Development of a number of Apps for use on smartphones and tablets was instigated. Several have been deployed, most notably Apps containing information about The Wool Lab. A Search Engine Optimisation campaign continued, primarily for Merino.com. AWI publications The Beyond the Bale magazine was produced four times during the year, and posted to 25,000+ AWI shareholders and other stakeholders. The magazine aims to inform woolgrowers of products and practices to reduce the cost of production on their farms. The magazine also aims to increase awareness of initiatives and activities in wool textiles to increase the demand for Australian wool. An interactive online edition of the Beyond the Bale magazine was launched during the year, which complements the hard copy edition of the magazine. The interactive online edition provides readers with access to AWI digital content: pop-up videos; pop-up image galleries; hyperlinks to other digital content; search and print features; and the ability to share pages (via email, Facebook and Twitter). REPORT OF OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2011-12