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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

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

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Page 1: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

Page 2: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

Page 3: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

Page 4: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

Growing the success of Irish food & horticulture

Bord Bia on Social Media

Page 5: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

Growing the success of Irish food & horticulture

Why should Bord Bia use social media?

Consumers

Building relationships

Fast, effective and now

Low cost medium

Page 6: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

Growing the success of Irish food & horticulture

How it all began

Jun '07 Jan '08 Apr '08 Jan '09 Aug '09 Feb '10 Aug '100

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Page 7: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

Page 8: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

Growing the success of Irish food & horticulture

Internationally on social media

France – strong blogging community

UK - facebook and twitter

Working with

Page 9: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

Growing the success of Irish food & horticulture

Bord Bia – a journey in social media

Jun '07 Jan '08 Apr '08 Jan '09 Aug '09 Feb '10 Aug '100

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Pork recall

Page 10: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

Page 11: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

Growing the success of Irish food & horticulture

Page 12: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

Page 13: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

Page 14: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

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

Page 15: Bord Bia - Growing the success of Irish food and horticulture, by Paula Donoghue, Bord Bia

Growing the success of Irish food & horticulture

Get in touch via:

twitter.com/bordbia Facebook.com/bordbia

Thank You