Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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  • 1. Paula Donoghue
    16 September 2010
    Social media @BordBia
  • 2. Today I will discuss
    About Bord Bia
    Why we use social media
    How it began
    What we did next
    Building the reputation of Irish pork
    Our learnings
    Growing the success of Irish food & horticulture
  • 3. About Bord Bia
    Established in 1994
    90 staff in Bord Bia Dublin and 9 overseas offices
    Mission is to grow the success of Irish food and horticulture
    Largest indigenous industry with 150,000 employed
    Work with 1,000 Irish companies to drive their sales
    20 global trade fairs, sector and 1-2-1 projects and consumer promotions
  • 4. Bord Bia on Social Media
  • 5. Why should Bord Bia use social media?
    Consumers
    Building relationships
    Fast, effective and now
    Low cost medium
  • 6. How it all began
  • 7. What we did in social media
    Staff training
    Crisis Management Plan updated
    Social media policy developed
    Opened Facebook & Twitter accounts
    Trialled with
    Sponsored Irish Food & Drink category in the Blog
  • 8. Internationally on social media
    France – strong blogging community
    UK - facebook and twitter
    Working with
  • 9. Bord Bia – a journey in social media
    Pork recall
  • 10. Pork Recall
    Weekend in early December 2008
    Crisis management plan activated
    PR, advertising & focus groups
    Advantages of social media engagement obvious
    Monitoring was crucial
    Reopening of markets and reassurance of customers
  • 11.
  • 12. How we used social media to enhance reputation of Irish pork
    • Irish Food Bloggers Day 25 May
    • 13. 32 foodies – created #Irishfoodies thread & 29 blog posts
    • 14. Google ad word campaign
    • 15. Awareness of Wikipedia
  • Cooperation & communication
    Have the online conversation for reassurance
    Use twitter and facebook to share FAQ page
    Growing the success of Irish food & horticulture
    Learnings about a crisis
  • 16. More general learnings (in social media)
    Always learning!
    Not a PR vehicle
    Open yourself up for criticism
    Time intensive
    Integral part marketing comms
  • 17. Get in touch via:
    twitter.com/bordbia Facebook.com/bordbia
    Thank You