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

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

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

    • Paula Donoghue
      16 September 2010
      Social media @BordBia
    • 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
    • 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
    • Bord Bia on Social Media
    • Why should Bord Bia use social media?
      Consumers
      Building relationships
      Fast, effective and now
      Low cost medium
    • How it all began
    • 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
    • Internationally on social media
      France – strong blogging community
      UK - facebook and twitter
      Working with
    • Bord Bia – a journey in social media
      Pork recall
    • 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
    • How we used social media to enhance reputation of Irish pork
      • Irish Food Bloggers Day 25 May
      • 32 foodies – created #Irishfoodies thread & 29 blog posts
      • Google ad word campaign
      • 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
    • More general learnings (in social media)
      Always learning!
      Not a PR vehicle
      Open yourself up for criticism
      Time intensive
      Integral part marketing comms
    • Get in touch via:
      twitter.com/bordbia Facebook.com/bordbia
      Thank You