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Paula Donoghue<br />16 September 2010 <br />Social media @BordBia<br />
Today I will discuss<br />About Bord Bia<br />Why we use social media   <br />How it began <br />What we did next<br />Bui...
About Bord Bia<br />Established in 1994<br />90 staff in Bord Bia Dublin and 9 overseas offices<br />Mission is to grow th...
Bord Bia on Social Media<br />
Why should Bord Bia use social media? <br />Consumers <br />Building relationships <br />Fast, effective and now<br />Low ...
How it all began <br />
What we did in social media  <br />Staff training <br />Crisis Management Plan updated<br />Social media policy developed ...
Internationally on social media <br />France – strong blogging community<br />UK - facebook and twitter <br />Working with...
Bord Bia – a journey in social media <br />Pork recall<br />
Pork Recall<br />Weekend in early December 2008 <br />Crisis management plan activated <br />PR, advertising & focus group...
How we used social media to enhance reputation of Irish pork <br /><ul><li>Irish Food Bloggers Day 25 May
32 foodies – created #Irishfoodies thread & 29 blog posts
Google ad word campaign
Awareness of Wikipedia  </li></li></ul><li> Cooperation & communication<br />Have the online conversation for reassurance<...
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Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

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