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Growing the success of Irish food & horticulture
AIDAN COTTER
CHIEF EXECUTIVE
BORD BIA
28 JANUARY 2009
Growing the success of Irish food & horticulture
Paula Donoghue 16 September 2010
Social media @BordBia
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
About Bord Bia
Why we use social media
How it began
What we did next
Building the reputation of Irish pork
Our learnings
Today I will discuss
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
Growing the success of Irish food & horticulture
Bord Bia on Social Media
Growing the success of Irish food & horticulture
Why should Bord Bia use social media?
Consumers
Building relationships
Fast, effective and now
Low cost medium
Growing the success of Irish food & horticulture
How it all began
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Growing the success of Irish food & horticulture
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
Growing the success of Irish food & horticulture
Internationally on social media
France – strong blogging community
UK - facebook and twitter
Working with
Growing the success of Irish food & horticulture
Bord Bia – a journey in social media
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Pork recall
Growing the success of Irish food & horticulture
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
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
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
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Learnings about a crisis
Cooperation & communication
Have the online conversation for reassurance
Use twitter and facebook to share FAQ page
Growing the success of Irish food & horticulture
More general learnings (in social media)
Always learning!
Not a PR vehicle
Open yourself up for criticism
Time intensive
Integral part marketing comms
Growing the success of Irish food & horticulture
Get in touch via:
twitter.com/bordbia Facebook.com/bordbia
Thank You
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